The proposed digital marketing plan

BigBroSport is a unique concept that gives the game of soccer a twisted turn inspired from Man v Fat. The business idea is to offer an hour of entertainment and a play opportunity to the participants who wanted to lose fat. The identified problem is that women are more incline towards losing fat and they have lot of opportunities to do so but for the men, the options are very less. A 45-60 min game at 10$ will provide mental and physical fitness to the participated men (Facebook.com, 2018). The aim of the report is to propose a 2 years digital marketing strategy for BigBroSports game.  In order to do so, a detailed investigation of the micro and macro environment as well as the target group of people will be carried on. On the basis of SOSTAC framework, the feasibility of the marketing plan will be analysed.

The marketing plan will completely focus on the e-marketing platforms like Facebook, Twitter, Instagram and to some extent on the content marketing as well. The idea is to make men aware of the unique concept where they participate in an hour game and can lose an extra kg fat. The aim is to increase the awareness among the maximum number of people and that can be possible when the number of like, followers or subscriptions of these social media sites will be increased.

It has been observed that weight gain has become a serious issue in the recent time. While women are more focused towards their bodies and always tend to take the extra effort to stay in shape and reduce the extra flab from the body, men are not found to be much dedicated towards this goal. In fact, men are overburdened with their work and they hardly get time to catch up with their friends. Thus, apart from the physical fitness, there is also the need of mental fitness for the men (Wijaya & Hermawan, 2018). There are various ways of losing weight and joining a gym or strict dieting could be the best option but these approaches require extra effort and are monotonous or unlikely as well. On the other hand, the idea of BigBroSports is to encourage men to lose their weight and contribute their effort towards earning points (Facebook.com, 2018). Moreover, men are very fond of games and even if one has no idea of playing the game, can participate and can contribute to the win by losing weight.  

Analysis of the various aspects of the business

Considering BigBroSports to be a unique service and not a product, SWOT analysis has been selected as the tool to analyse the micro environment. As stated by, in order to understand the internal environment of a business, it is feasible to understand the strengths, weaknesses, opportunities and the threats of the business to keep an understanding on how effective the particular business would be in the recent market scenario.

1. Strengths: The idea of the business is unique. The concepts of gym and exercise have been a bit extreme as it require strenuous effort and is no fun. The idea of play would act as strength as men like to play and it is a natural exercise where one can enjoy the time and at the same time can take care of their own body (Tabrizi & Kabirnejat, 2015). In addition to this, they can relive their own childhood and can come out of the stress or burden or their regular life activities.
2. Weaknesses: As identified that the players are coming up with different ideas to show that they have lost weight while playing but there is hardly any lose in the body weight but the men carried pebbles in their pocket those are removed to show the loss of the extra kilograms. People are not gaining much trust on this concept as the outcome might not be such effective.
3. Opportunities: There is always the opportunity for unique and innovative concepts; and it is one of a kind. BigBroSports is not only associated with losing weight but it will provide the opportunity of re-unity of the friends and reliving the childhood by playing games (Nur’ainy et al., 2016). Also, keeping the popularity or the demand of the game in mind, other methods like involving girls or opening of gym or yoga can be adopted as well.
4. Threats: The threats to the business include the unsafe measures at the time of playing that might injure the participants. In addition to this, the effectiveness of the gym and other ways of losing fat are also present and thus, convincing a new method of the same would act as a threat to the business.

In order to test the feasibility of the market, external analysis of the market situation is carried on to understand the various factors of the macro environment affecting the business. In order to measure the feasibility or the success of the business concept of BigBroSports, PESTLE analysis will be carried on.

1. Political factor: Australian government provides ample opportunities for innovative and unique business ideas. In fact, FDI is also welcomed by the country. Thus, with proper funding and with right legal proceedings, the business can be established easily.
2. Economic factor: People in Australia spend good amount of money in maintaining a healthy life (Ryan, 2016). People are economically stable with high GDP and thus, it is expected that people would spend correct amount of money on such activities.
3. Social factor: Australians have been found to spend a good amount in taking care of their body and maintaining a healthy body (Royle & Laing, 2014). In fact, they are more concern about their looks and physical fitness and thus, such activities would definitely attract more people.
4. Technological factor: In the era of technology boosted by the availability of the smart phones and high speed internet, the digital platform has become the most appropriate platform of engaging or reaching out to people at any corner. So, using the digital platform would be the most appropriate means.

As pointed out earlier that the game is meant for the men who are enthusiast towards soccer game and at the same time wants to reduce fat. Thus, the primary target group of people are the men between the age of 18 and 30 years old. However, since the success of the business would depend on the success of the marketing plan, it is also important to include women or other people related to the targeted group of men so that they would encourage the men to participate in the game (De Pelsmacker, van Tilburg & Holthof, 2018). Thus, marketing plan would have a wide base of target group of people. Moreover, it is expected that the targeted people would be the local residents and the people of Australia as now only a single branch will be available. They must be economically stable and would be office goers in order to spend 10$ for an-hour game.

There are not many competitors of the business in the market at the moment, but there are substitutions. The success of this business plan largely depends on how effectively we try to gather men from a particular group with their friends so that it is fun to them to play games. Therefore, as pointed out by Wijaya and Hermawan, (2018), that brand positioning depends on how we want to portray the product or service, this particular concept would be positioned in the market as a unique concept of play and exercise that can help to bring back their friends and at the same time can help them to keep themselves fit. This particular opportunity might not be available in other kinds of businesses similar ion nature.

Micro environment analysis: (SWOT analysis)

Originally developed by PR Smith, the SOSTAC framework is used for framing the social media strategies and the planning of the digital market using the digital platform. As already identified, the digital marketing of BigBroSports will be carried out using the social media sites like Instagram, Twitter and most importantly Facebook, the detailed discussion will be based on understanding the importance of these platforms and how to use them (Syaifullah & Saputra, 2015).

1. Situation analysis: The present situation that has encouraged this unique concept of the game has been discussed before. Both men and women are getting cautious about the health and they are focusing on the aspect of reducing weight. A good and healthy body not only helps in lowering the health risk factors but it is equally important to look good. Thus, the prime customers would be both men and women between the age 18 and 30 years (Behlul et al., 2017). Almost every individual in the mentioned age group are the users of the social media sites like Facebook, Twitter and Instagram and thus, these would be the platforms. The competitors would be the gym and other fitness centres that aims towards the same mission.
2. Objectives: The objective is to create awareness about the unique concept of play and reduce weight. However, the digital media plan will also aim at engaging the people in the platform, so that there is a discussion about the same among the participants. The SMART objectives can be framed:

Specific	To increase awareness and creating a platform of engagement and discussion on the game or the benefits of the program.
Measurable	The success can be measured with the increased number of likes, comments and share throughout the various social media platforms.
Achievable	With the right content and repeated content by increasing the frequency of updates and then creating a platform where people can discuss about the game, the idea of the successful marketing plan is achievable.
Reliable	In the age of updates and follow, the business can be successful if the social media platforms are used tactically. These platform s are reliable for attracting more customers.
Time bound	2 years

3. Strategy: Basically the office goers would be the primary target group. Focus has to be made in attracting people from same grounds like office colleague or a group of friends so as to create a good bonding among the players of the game. This idea is different from targeting the gym participants or others (Xiang, Shamsuddin & Worthington, 2015). The happiness of bonding together and at the same time competing with each other would be the best suitable strategy for increasing the popularity of the business.

4.Tactics: Pages or profiles of BigBroSports have to be created in various platforms as mentioned. The posts or the contents have to be linked according to the game. In the initial stage, the frequency of posting images or content has to be high in order to increase the reach of the profile. In addition to the content related to the game, it is highly recommended that there should be continuous posts related to other topics like memes or jokes, or current affairs so that people can be engaged in those posts easily (Ryan, 2016).

5. Actions: Implementation of the strategy would be successful only when the social media platforms are filled with posts, contents and photographs. Timely updates with a sense of achievement have to be made in the social platform to increase the popularity of the business.

6.Control: The KPI are definitely the number of likes, retwits, share or even the subscriptions of the different social media sites would measure the success of the marketing plan.

The theories and concepts of marketing plan like targeting the right group of people and the way of doing it has been used throughout the report. In addition to this, the justification of using the particular tool or framework like SWOT or PEST analysis to establish the findings of the marketing concepts has also been given while addressing each point.  

Conclusion: 

A detailed marketing plan of BigBroSports has been conducted after analysing the internal and external environment. It has been found that there is a great opportunity of a unique business like BigBroSports but the target group of people has to be made aware of the game and its different angles and benefits. Thus, the use of social media platform and by posting relevant posts and contents, the idea of the business and the marketing strategy can be a successful one.

Reference list:

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.

Behlul, T., Panagiotelis, A., Athanasopoulos, G., Hyndman, R. J., & Vahid, F. (2017). The Australian Macro Database: An online resource for macroeconomic research in Australia.

De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.

Facebook.com (2018) BigBroSports Retrieved from https://www.facebook.com/BigBroSport [Accessed on: 29-10-2018]

Nur’ainy, R., Nurcahyo, B., Setyawati, D. M., & Sutanty, E. (2016). E-Marketing as a Business Advantage for Improving Sme’s Competitiveness in Lombok Island-Indonesia.

Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Syaifullah, S., & Saputra, A. (2015). E-marketing system agent property menggunakan pendekatan sostac framework (studi kasus: cv. Ila property pekanbaru). Jurnal Ilmiah Rekayasa dan Manajemen Sistem Informasi, 1(2), 49-54.

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Wijaya, P. K., & Hermawan, A. (2018). E-Marketing Applications Based On Virtual Reality Using Sostac Planning Method On Sales Property. Tech-E, 1(2), 16-25.

Xiang, D., Shamsuddin, A., & Worthington, A. C. (2015). The differing efficiency experiences of banks leading up to the global financial crisis: A comparative empirical analysis from Australia, Canada and the UK. Journal of Economics and Finance, 39(2), 327-346.