Marketing Plan For Telenor Copenhagen Marathon 2019

Introduction. Methodological Considerations. Executive Summary. Marketing Strategy. P’s Marketing Mix model. The Four Realms of Experience model. Kano model. B2B marketing technique. Implementation of budget and control. Tows matrix. Conclusion. List of References. Appendix.

Copenhagen Marathon, a meaningful and significant section of the Sparta company, which organizes several marathons in Copenhagen, celebrates their 40th anniversary this year. Back in 1980, their very first marathon took place on the streets of Copenhagen. Since then, Sparta organized multiple marathons every year, becoming the biggest race organizers in Denmark. Their 40th anniversary leads to a special edition of the marathon, which includes a marketing plan from our group.

After our involvement in the analysis of what Copenhagen Marathon wants to convey and how they want to create a unique social experience, the importance of supporting an activity such as a marathon came to our knowledge. This includes not only the idea of creating a strong community and promoting exercise in Denmark, but also the awareness of fighting for a good cause. We claim that the marathon brings a good influence on its participants, due to the good motivation that it brings in people: running for a purpose - either for a self-goal or for the charity.

Following the SWOT Analysis from our previous assignment, we are aware of the marathon's main weakness: the loss of participants. In order to ameliorate this aspect, we came up with a marketing plan for the company. Our idea consists of creating an environment that will match participants' satisfaction, raise the marathon’s popularity and properly fit the target group.

According to our research about Copenhagen Marathon, we observed a weakness that prevents the company from meeting its initial standards. As they are losing participants, our duty is to create a marketing plan that will remove this unpleasant situation and will fit our target group - athletes and active people of any age. We can state a problem formulation: ''How will our marketing plan help Sparta reach 15 000 participants?''. In order to give a flow to our idea, we will base the assignment on a several modules.

Firstly, the 7P's Marketing Mix module is a strategy tool that will help this company define the key issues that affect the marketing of its service. We chose to use this module because it helps us set objectives, conduct the SWOT Analysis and undertake the competitive advantages. It is important to understand that 7P's gives us an overview of our idea and guides us to develop it at its fullest.

Likewise, we found out that we can implement Experience Economy with its Four Realms Of Experience module in our assignment, regarding the international runners that Sparta will bring to the marathon. This module is very useful for our idea, because it will help us bring value to the business. The marathon is falling only on the Entertainment and Escapism scale of the spectrum, but we consider that our idea will help them hit the Sweet Spot by bringing the right circumstances of meeting the Educational and Esthetic parts as well.