Abstract
In the current advertising landscape, where consumers are constantly exposed to a multitude of promotional messages, it is essential to ensure the relevance and added value of advertising campaigns to captivate the attention of the target audience. The success of the strategy will depend, in this case, on the agency's ability to constantly innovate and adapt to changes in consumer behavior and advertising market trends.
This thesis details a marketing plan for an innovative B2B advertising agency, specializing in the promotion of companies through advertising screens on Uber vehicles. Targeting the Spanish consumer goods industry, this company offers a monthly subscription allowing innovative and effective promotion of products and services.
Extract
[...] We will invite renowned industry experts in the FMCG industry to contribute to our company blog or participate in video interviews, providing our audience with valuable insights and establishing our agency as an authority in the field. Indeed, it is important to note that the consumer goods sector swiftly adjusted its advertising tactics as consumers increasingly shifted their purchases online. A new world of opportunities was made possible by digital advertising, enabling companies to target precise demographics and monitor their campaign performance in real-time. [...]
[...] Mobility as a service market is expected to grow rapidly in the coming years, growing from almost $97 billion in 2022 to $226 billion at the end of 20287. While only of the residents of megacities used such services in 2021, the number is expected to grow to 23% by 20358. Multiple ride-hailing companies are operating in Spain and the market has grown continuously over the last few years. The total revenue of Ride-sharing companies was $4.59 billion in 2023 in Spain. [...]
[...] For channel attributes, there is our ability to effectively exploit distribution channels, such as partnerships with transport companies like Uber. They allow us to reach our target audience more directly and effectively than our competitors. For price attributes, we position ourselves as a supplier offering excellent value for money. We offer affordable advertising solutions, through subscriptions, while maintaining high standards of quality and efficiency. By also highlighting our expertise in the Spanish consumer goods market and our ability to understand the needs and trends of local consumers, we can differentiate ourselves from the competition. [...]
[...] - Testing and integration 07-Jun-24 10 16-Jun-24 VS. Implementation of dynamic pricing 17-Jun-24 10 26-Jun-24 D - Definition of different pricing plans 17-Jun-24 5 21-Jun-24 D - Implementation of pricing tools 22-Jun-24 5 26-Jun-24 D Promotion of special offers 27-Jun-24 7 04-Jul-24 E - Creation of advertising campaigns 27-Jun-24 3 29-Jun-24 E - Distribution on social networks 30-Jun-24 4 04-Jul-24 E Segmented advertising campaigns 05-Jul-24 30 03-Aug-24 F - Design of advertising visuals 05-Jul-24 10 14-Jul-24 F - Development of interactive content 15-Jul-24 10 24-Jul-24 F - Broadcast on Uber screens 25-Jul-24 10 03-Aug-24 F Social media engagement 04-Aug-24 20 23-Aug-24 G - Publication planning 04-Aug-24 10 13-Aug-24 G - Interaction with users 14-Aug-24 10 23-Aug-24 G Participation of events and webinars 24-Aug-24 15 08-Sep-24 H - Event planning 24-Aug-24 7 31-Aug-24 H - Preparation of communication materials 01-Sep-24 7 08-Sep-24 H Diversification of distribution channels 09-Sep-24 20 28-Sep-24 I - Search for distribution partners 09-Sep-24 10 18-Sep-24 I - Establishment of partnerships 19-Sep-24 10 28-Sep-24 I Setting up online platforms 29-Sep-24 25 23-Oct-24 J - Website development 29-Sep-24 15 14-Oct-24 J - Configuration of tracking tools 15-Oct-24 10 23-Oct-24 J Below are also the means to be deployed in order to achieve our marketing strategy: Tasks Human resources Financial resources Material resources Analysis of customer segment needs 1 full-time marketing manager (monthly cost: ?3,000 per manager) Budget for surveys and market studies: ?1,000 Data analysis software (total cost: ?5,000) Personalization of product offers Marketing Manager 1 Computers and modeling software (total cost: ?8,000) Computers and modeling software Integration of augmented reality 1 AR application developer part-time graphic designer (monthly cost: ?3,000) Budget for AR application development: ?5,000 AR equipment: AR-enabled smartphones to test AR applications and to allow team members to view the developed AR experiences: ?5,000 Augmented reality glasses used for live demonstrations and field testing of AR products: ?3,000 AR accessories (controllers, sensors, etc.) to complete the AR experience and ensure optimal functioning of AR applications and devices: ?2,000 Implementation of dynamic pricing Marketing Manager Acquisition of dynamic pricing tools: ?5,000 Dynamic pricing software Segmented advertising campaigns Marketing Manager Advertising content designer (monthly cost: ?2000) Budget for the creation of advertising content: ?1,000 Advertising campaign management tools, purchase of licenses for the software that allows you to create, manage and optimize advertising campaigns on different online platforms: ?3,000 Advertising campaign management tools Setting up online platforms 1 full-time web developer (monthly cost: ?3,000) Investment in website development: ?5,000 Computers, servers and web development software: ?10,000 VII. [...]
[...] This message celebrates the natural beauty and uniqueness of each woman, emphasizing the quality and gentleness of the products. Advertising Strategy: Depiction of real women embracing their natural beauty in daily care moments. Instead of simple images, a short narrative video would be used to tell a story about confidence and well-being, with a link to an exclusive online beauty tutorial after scanning a QR code, offering additional inspiration. Reflected Brand Values: Authenticity, well-being, self-confidence, and exclusivity. In addition to this, it is essential to emphasize the importance of online advertising effectiveness in digital media. [...]
