Btec Enterprise Entrepreneurship

Research And Plan A Marketing Campaign

Unit 2 Activity 1

Devya Shah
Initiator - Reema Shah
Grade - 9
Assignment - Research And Plan A Marketing Campaign
Enrollment No. - RG11870

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Activity 1

Competitors -:
Competitors are other businesses/Brands who offer the same or similar products or services to your target
Audience.

There are 2 different types of competitors which are Direct competitors and Indirect competitors, Direct
competitors are the brand names that you think of when you hear the word competition. They are most
likely in your area or neighborhood, marketing products and services that they do are the same job as
yours. Your target audience would also be the same as theirs

Indirect competitors are harder to find than direct competitors. They fulfill the same needs of your
customer as your brand, but they do it in a different way. Your target audience is almost the same as their
target audience.

Competitors In the Travel Pillow Field -:

1. Travel Rest
2. Samsonite
3. Cabeau
4. AmazonBasics
5. Trtl
6. Ostrichpillow
7. BCOZZY
8. US Jaclean
9. SNI Group
10. DreamTime
11. Travel Blue
12. SleepInnovations

Market Size -: Market size is the total value or amount of a

specific market, typically measured by the money earned or the
items sold within a certain period. It's essential for businesses and
experts to assess the potential and attractiveness of a particular industry or product category. Determining
market size helps in comprehending how much people desire a product or service, estimating potential
earnings, and making informed business decisions. This information assists companies in allocating their
resources effectively, identifying opportunities for expansion, and strategizing their marketing efforts to
reach the appropriate customers. Ultimately, it contributes to the success and competitiveness of
businesses in the market.

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“The global Travel Pillow market size was valued at USD 335.89 million in 2022 and is expected to
expand at a CAGR of 1.99% during the forecast period, reaching USD 378.05 million by 2028.”
- www.marketwatch.com

“The Indian pillow market is estimated to reach a size of $570 million by 2026, registering a CAGR of
7.6% during the forecast period (2021-2026).”
- www.6wreseach.com

Market Share -:
Market share indicates the portion of a specific industry or market's overall sales captured by a particular
company throughout a designated time frame.

Market Share of different competitors -:

1. AmazonBasics
As per my research Amazonbasics has a market share of 1.8% in the pillow industry
1. Samsonite
As per my research Samsonite has 4.19% market share
2. Cabeau
As per my research Cabeau has 10% market share in the travel pillow industry
3. Travel Rest
As per my research TravelRest has 1.5% share in the travel pillow industry
4. Trtl
As per my research Trtl has 2% market share in the travel pillow industry
5. OstrichPillow
As per my research OstrichPillow has 2% market share in the travel pillow industry
6. BCOZZY
As per my research BCOZZY has 1.5% market share in the travel pillow industry
7. US Jaclean
As per my research US Jaclean has 8% market share in the travel pillow industry
8. Sleep Innovations
As per my research Sleep innovations has 1.5% market share in the travel pillow industry
9. Travel Blue
As per my research Travel blue has 1.7% market share in the travel pillow industry

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Target Market -: The target market is a specific group of people or customers that a company wants to
attract and serve with its products or services. To pick this group, the company looks at things like the
age, gender, income, interests, and how people usually buy things. Finding the target market helps
businesses make their marketing plans work better because they can focus on what these chosen
customers want. This way, they can use their resources wisely and have a better chance of doing well in a
competitive market.
The dominance in the market share is anticipated to be held by the Asia Pacific region due to its abundant
transportation facilities and high-traffic passenger routes in nations like Hong Kong, Singapore, India, and
China. This, in turn, drives the demand for pillows among travelers in these countries.

Target Market Of Competitors -:

1. Samsonite - Samsonite targets city people, airlines, and public transportation companies.
2. Cabeau - Cabaeu’s Target market is people who travel a lot in air, they have a few options, but
they are crafted with excellence which provides more stability to your neck and lets you have a
more comfortable journey
3. Trtl - Trtl’s target market is people who travel a lot in trains, buses, planes and who need
comfortable sleep which sitting, their innovative design provides a relaxing journey in travel, they
offer multiple designs and have a broad categories
4. OstrichPillow - Ostrich pillows target market is people who travel a lot and want their travel
pillows stylish and innovative with a new sense of comfort, ostrich pillow has multiple complex
and innovative designs
5. TravelRest - Travel Rest’s Target market is also people who travel a lot but as per my research
their products cater to a slightly older audience as their products are more common and efficient
at a certain age group, but anyone can use their products.

Trends -:

Trends are like repeated changes in how people do things or what they like. They happen because our
society, technology, and culture are always evolving. For example, consider how everyone started using
smartphones for talking and shopping. This shows how technology changed the way we act.

These trends can influence what people buy, like the trend of eco-friendly products because more people
care about the environment. They can also change how people shop, such as the trend of buying things
online instead of going to physical stores.

Trends help us understand what people are starting to prefer and need. This helps businesses and creative
people see what might happen in the future. By understanding and using trends, companies can stay
up-to-date, predict what people will want next, and make smart decisions to stay competitive and adapt to
changes.

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Trends in the travel pillow market -:

1. Innovative Designs for pillows

2. New technical innovations in the pillow
3. eco friendly / sustainable materials
4. Small in size and portable
5. Multi - Functionality
6. Personalization/Customization
7. Aesthetic appeals
8. Collaborators and licensing
9. Memory Foam

External Influences -:
There are things that can make or break a business's success. Some of these things are beyond a business's
control, and they can still have a big impact.

For example, in the business world, things like how prices go up (inflation) or how money from one
country changes to another (exchange rates) can be those factors from the outside. If prices are going up a
lot, it can make it harder for a company to sell things and make money.

Also, things like how people are changing or how they feel about things can be a big deal. For instance,
more people caring about the environment has made companies change how they make and sell things to
be more eco-friendly.

So, these outside factors are important for businesses to think about as they try to succeed. They need to
be flexible and plan smartly to do well in the ever-changing business world.

1. Samsonite
Manish Malhotra, Karan Johar, Amitabh Bachan, Yuvraj Singh
Companies owned by samsonite
Samsonite® , Tumi®, American Tourister®, Gregory®, High Sierra®, Kamiliant®, ebags®, Lipault®
and Hartmann®
2. AmazonBasics
Amazonbasics is a sub brand of the bigger company named amazon, it was launched in 2009
Ambassadors for amazon are amitabh bachan, alia bhatt, salman khan
3. Cabeau
Cabeau has committed to recovering almost 25,000kg of ocean-bound plastic each year. This is the
equivalent of the amount of plastic Cabeau will use each year. Cabeau has partnered with CleanHub, an
organization that aims to keep plastic pollution out of the oceans.
4. OstrichPillows
Ostrichpillow has never taken outside investment, and it has been profitable “since day one,”

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Marketing Campaign
Company name - Cabeau
Cost of marketing campaign -:
As per my research this particular campaign of cabeau was run on instagram, their website
(www.cabeau.com) Amazon Marketplace And on an airport
As per my research the average cost of a 4 week marketing campaign on one spot in the airport is
~ $1000
Posting on instagram is free of charge
Making changes on their website could be chargeable by the coder who is handling the website.
Amazon advertisers pay $0.81 for every click on their ad On and average companies who have successful
marketing campaigns spend up to $50 - $100
If cabeau ran a 4 week campaign they would approximately send about $1400 on
amazon advertisements
Avg cost - $2,600

Timescale -: As per my research it was a 4 week / 1 month campaign

Media used -:
1. Social Media - Instagram
2. Amazon - Advertisements
3. Airport - BillBoard / Standees

Message Communicated -:
As per my research the message communicated in
this marketing campaign Cabeau emphasized on
changing their brand identity to “Source of
exploration”
With strategic stock imagery and product
photography, the brand conveyed a more dynamic
and transparent feel for customers new and old.

Effectiveness of the campaign -:

Cabeau might have a hard time running a successful marketing campaign because they don't
have as much marketing expenditure to spend as their competition. In big markets, having a large
marketing expenditure will help cabeau reach more people.

To see if Cabeau's campaign worked, we need to think about what they wanted to do. If their
goal was to change their brand and let people know about it, and they actually saw more people
recognizing their brand and buying their stuff, then their campaign was successful.

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Other companies with more marketing expenditure might be able to advertise for longer or to
more people, but Cabeau’s campaign wasn’t bad.

So, it looks like Cabela's marketing campaign is doing well because they used their expenditure
wisely and changed their brand in a smart way.

Bibliography
“Airport Advertising | AdQuick.” Www.adquick.com, shorturl.at/esP36. Accessed 16 Sep. 2023.
“Amazon Advertising Cost.” WebFX, shorturl.at/eKRT2. Accessed 16 Sep. 2023.
api_import. “What Is a Competitor?” Comcom.govt.nz, 17 Mar. 2022, shorturl.at/hjwCD. Accessed 16 Sep. 2023.
“How to Find & Define Who Your Competitors Are.” Qualtrics, shorturl.at/elDG2. Accessed 16 Sep. 2023.
“Market Size Definition for Startup Businesses.” Start up Loans Company, shorturl.at/fmQ16. Accessed 16 Sep. 2023.
“Olivia Sy - Cabeau.” Oliviasy.design, shorturl.at/jnyHQ. Accessed 16 Sep. 2023.

Btec Enterprise Entrepreneurship - Activity 2

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Produce A Marketing Campaign Rationale

Aims:
1. Increase the recognition and awareness of the Sondy Pillows brand among consumers.
2. Boost the sales of Sondy Pillows products, both online and offline

Objectives:
1. Targeted Marketing: Focus on marketing to people who love comfy pillows.
2. Brand Messaging:Create a clear message for Sondy Pillows to stand out.
3. Multichannel Marketing: Use different ways to reach lots of people, like social media and online
stores.
4. Evaluate Market Trends:Keep an eye on what's popular in the pillow market and use those ideas
in our marketing.
5. Managing marketing expenditure: Spend our money wisely on ads, especially online, to make the
most of our budget.
6. Sustainable Practices: maintain eco-friendly practices like Cabeau, who helps clean up plastic
from the ocean. Because it's something people appreciate.

Sondy Pillows marketing goals are all about making their brand more well-known, selling more products,
and keeping an eye on what's happening in the market. They also want to do it in a way that doesn't cost
too much and is good for the environment.

Swot Analysis Of Sondy Pillows Competitors

Strengths Weaknesses
- Innovation - Competition
- Customization - Sustainability Issues
- Diverse Product Range - Covid-19 Pandemic Impact
- Online Sales

Opportunities Threats
- Tech Integration - Fake Products
- Eco-Friendly - Changing Customer Choices
- Recovery Pillows - Supply Chain Disruptions
- Economic Downturns

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Pestel Analysis Of Sondy Pillows Competitors

Political Factors - Government regulations can affect the manufacturing and sale of
travel pillows
- Import and export regulations, tariffs, and trade agreements can
impact the cost and availability of materials

Economic Factors - The state of the economy, including GDP growth, inflation, and
unemployment rates, can influence consumer spending on travel
accessories like pillows
- varying income levels of customers can influence their willingness
to invest in higher-priced, premium travel pillows.

Sociocultural Factors - Changing travel patterns, preferences, and the frequency of travel
can affect the demand for travel pillows
- Aesthetic preferences and style trends can influence the design and
features of travel pillows

Technological Factors - Advancements in materials and manufacturing technology can lead

to the development of more comfortable, durable, and
tech-integrated travel pillows.
- E-commerce - The growth of online sales and e-commerce
platforms has transformed how travel pillows are marketed and
sold

Environmental Factors - Customers' growing environmental consciousness is driving

demand for eco-friendly and sustainable travel pillows.

Legal Factors - Compliance with safety standards and regulations, such as flame
resistance and material safety, is crucial in the travel pillow
industry.

Target Market

Cabaeu’s Target market is people who travel a lot in air, they have a few options, but they are crafted with
excellence which provides more stability to your neck and lets you have a more comfortable journey

Market Size

Cabeau is a key player in the global travel pillow market.

“The global Travel Pillow market size was valued at USD 335.89 million in 2022 and is expected to
expand at a CAGR of 1.99% during the forecast period, reaching USD 378.05 million by 2028.”
- www.marketwatch.com

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Trends
- Ergonomic and Innovative Designs
- Accouterments and Fabrics
- malleable Pillow
- Sustainable and Eco-Friendly Options
- Tech- Integrated Pillows
- Customization and Personalization
- Increased mindfulness of Sleep Health

Btec Enterprise Entrepreneurship - Activity 3

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Produce A Marketing Plan

Campaign Aim: Raise the profile of the Sondy Pillows brand and boost sales within a
three-month timeframe.

Campaign Budget: $50,000

Campaign Timescale: 3 months

Marketing Message: “Sondy Pillows, Innovation to comfort!”

Extended Marketing Mix:

(1) Product:
Make sure that the travel pillows quality, design, and materials are top-notch. Introduce a new product
line to create excitement and cater to different customer preferences.

(2) Price:
Sondy pillows should offer discounts of about 10% to 15% to encourage the customer to make larger
purchases, giving offers like buy one get one free or a free gift with a purchase increases sales.

(3) Place:
- Expand the Sondy pillows distribution channels to reach a wider audience, start selling on
e-commerce platforms like amazon, flipkart, myntra .etc.
- Make the sondy pillows website appealing and easy to navigate, make the payment gateways
secure to ensure customer trust and loyalty

(4) Promotion:

- a. Social Media (Budget: $15,000)

Run targeted Facebook and Instagram ads highlighting the comfort and portability of Sondy Pillows.
Start a travel photo contest where participants share their travel experiences with Sondy Pillows!
This would encourage more potential sales.
“68% of consumers say the primary reason they follow a brand on social media is to stay informed about
new products or services”
- https://sproutsocial.com/

Sondy pillows should use the “viral marketing model” Viral marketing is not very expensive and
impactful strategy for increasing awareness and promoting sondy pillows products or the brand itself

- b. Content Marketing (Budget: $5,000)

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Create engaging blog posts and videos on travel tips, comfort while traveling, and the benefits of using
Sondy Pillows.
Utilize SEO (Search Engine Optimization) to increase organic website traffic

- c. Influencer Marketing (Budget: $10,000)

Collaborate with popular influencers and content creators to give reviews about sondy pillows
This will drive sales for sondy pillows by media engagement of the large followings of the influencers
The Funnel Model
- d. Google Ads (Budget: $5,000)
Run Google Ads campaigns targeting keywords related to travel comfort and neck pain relief.
Utilize Google Shopping ads and youtube ads to reach potential buyers actively searching for travel
pillows.

- e. Public Relations (Budget: $10,000)

Reach out to travel magazines, websites, and newspapers for features and news releases about Sondy
Pillows. Participate in travel-related events, fairs, or expos (if possible) to showcase the product.

- f. Guerilla Marketing (Budget: $5,000)

Organize flash mobs at major transportation hubs and airports where people demonstrate the comfort of
Sondy Pillows.
Distribute free product samples

- g. Email Marketing (Budget: $5,000)

Send out regular newsletters with exclusive offers, travel stories, and
product updates.

(5) People
- Social Media: Create social media accounts on instagram,
facebook, youtube .etc. to engage with customers, share
user-generated content, and run advertising campaigns

(6) Physical Evidence

- Online reviews: Encourage customers to leave positive
reviews and testimonials on the website to build trust and
provide physical evidence of product quality.
- Events: Participate in travel and trade shows, providing a physical presence where customers can
see your product.

(7) Process
- Create an email marketing strategy to keep customers informed about new product launches,
promotions.

(8) Packaging

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 - Invest in attractive, eco-friendly packaging to enhance the unboxing experience and reinforce the
product's quality.

Measurement:
- Watch the traffic website is getting, and sales using “google analytics”
- Track social media engagement, ad-impressions
- Track the influencer reach
- In short intervals review the email marketing performance

The Sondy Pillows marketing campaign has a few goals:

1. Make people excited about the brand.

2. Teach potential customers about the good things the product does.
3. Give people good reasons to buy it.

We're going to use both digital and traditional ways to market it, so lots of people hear about it and get
interested. The $50,000 budget should be allocated logically to ensure the best possible results within
three-months.

Bibliography

“13 Best Sites to Sell Your Products Online.” Www.oberlo.com, 15 Dec. 2020,
www.oberlo.com/blog/online-selling-sites.

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589 shares, and 25kreads. “8 Simple Google Ads Tips That Will Make You More Money.” Search Engine Journal,
12 June 2020, www.searchenginejournal.com/google-ads-simple-tips-make-more-money/370958/.
Baker, Kristen. “The Ultimate Guide to Content Marketing in 2020.” HubSpot, 2021,
www.blog.hubspot.com/marketing/content-marketing.
CoSchedule. “Guerilla Marketing Ideas.” CoSchedule Blog,
www.coschedule.com/marketing-ideas/guerilla-marketing-ideas.
Entrepreneurs, Grind SuccessGrind Success is a place where, et al. “Pillow Company Slogans: 310+ Best Pillow
Taglines to Attract.” Grindsuccess.com, 16 Sept. 2023, www.grindsuccess.com/pillow-company-slogans/.
Accessed 8 Oct. 2023.
Forsey, Caroline. “How Much Should Your Marketing Team Budget for 2021? [by Industry].” Blog.hubspot.com,
2021, www.blog.hubspot.com/marketing/marketing-budget-percentage
“How to Market on Social Media Effectively.” Mailchimp,
www.mailchimp.com/resources/how-to-market-on-social-media/.
LaRose, Melissa. “What Is the Length of a Successful Marketing Campaign?” Www.wfsbadvertising.com, 22 Oct.
2020, www.wfsbadvertising.com/blog/what-is-the-length-of-a-successful-marketing-campaign.
McCormick, Kristen. “12 Ways to Effectively Promote a New Product or Service.” Www.wordstream.com, 26 Nov.
2022, www.wordstream.com/blog/ws/2020/07/29/how-to-promote-a-product.
Sheikh, Mahnoor. “What Is Influencer Marketing: How to Develop Your Strategy.” Sprout Social, 17 Apr. 2023,
www.sproutsocial.com/insights/influencer-marketing/.
Zantal-Wiener, Amanda. “What Is Guerrilla Marketing? 7 Examples to Inspire Your Brand.” Hubspot, 17 Aug.
2021, www.blog.hubspot.com/marketing/guerilla-marketing-examples.
“Drive Your Sales with Content Marketing | UMW.” Uncommonmarketingworks.com, 13 Sep. 2022,
www.uncommonmarketingworks.com/blog/how-content-marketing-drives-sales/. Accessed 21 Oct. 2023.
“How to Grow Site Traffic and Google Ads Leads | Google Ads.” Ads.google.com,
www.ads.google.com/intl/en_in/home/resources/increase-website-traffic-leads/.
HubSpot. “The Flywheel Model.” Hubspot.com, 2018, www.hubspot.com/flywheel.
Indeed. “8 Ways to Increase Sales in Any Business (with Tips).” Indeed Career Guide, 27 Feb. 2023,
www.indeed.com/career-advice/career-development/increasing-sales.
Kagan, Julia. “Viral Marketing.” Investopedia, 31 Dec. 2022, www.investopedia.com/terms/v/viral-marketing.asp.
Kenan, Jamia. “How to Build Your Social Media Marketing Strategy for 2019.” Sprout Social, 7 Oct. 2021,
www.sproutsocial.com/insights/social-media-marketing-strategy/
Nikolaj Bomann Mertz. “How Data Changed the Marketing/Sales Funnel.” Medium, The Data Dynasty, 23 Mar.
2017, medium.com/the-data-dynasty/how-data-changed-the-marketing-sales-funnel-7968551e7da7.
Outgrow. “10 Mind-Blowing Guerilla Marketing Examples to Drive Your Sales.” Medium, 10 Oct. 2022,
www.outgrowco.medium.com/10-mind-blowing-guerilla-marketing-examples-to-drive-your-sales-73b90f
453fa. Accessed 21 Oct. 2023.

Btec Enterprise Entrepreneurship - Activity 4

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Produce A Report

Dear Directors of Sondy Pillows,

In our marketing campaign for Sondy Pillows, we've created a Complete approach for brand success of
sondy pillows. Beginning with our product, we emphasize on material quality and an appealing design,
making sure the consumer is satisfied through durability and comfort, as well as attracting new customers
through Appealing aesthetics. The introduction of new product variations keeps our products fresh and
exciting for existing customers and also expands our reach to a bigger customer base.

When it comes to setting prices, we use a smart and different approach. We offer discounts for a short
time, which makes people want to buy because they don't want to miss out. We also put together bundle
deals, which make buying our products even better because you get more for your money. This can make
customers buy more things at once. Sondy pillows in the near future will also be using the “Skimming
technique” Keeping the prices of a product line high which would cater to a smaller market which is more
price in-sensitive, skimming would be accompanied with aggressive marketing generating a buzz in the
market about this new product and the features would justify the price too. After a certain time period and
marketing sondy pillows would gradually reduce the prices to a mass market which would then be sold on
a huge scale because of the earlier buzz.

The focus on place involves expanding distribution channels to popular e-commerce platforms and
partnering with travel stores, making sure accessibility to our target audience. We're improving our
website to make it easier for you to find what you want and to make sure it's safe when you buy from us.
This way, you'll have a better time using our website.

When it comes to promoting our product, we use many different methods. Social media ads on platforms
like Facebook and Instagram target a huge audience, showing our product benefits visually. A travel
photo contest motivates “user-generated content”. In content marketing, informative blog posts and
videos attract people to our website generating traffic. Influencer marketing Uses authentic reviews and
testimonials from influencers, expanding our brand's reach. Google Ads target relevant keywords to show
our products to potential buyers currently searching for travel pillows. Public relations efforts, including
features in travel-related media outlets and participation in events, Boosting trust in the brand. Guerrilla
marketing creates memorable experiences through mobs and promotional items, leaving an impression on
potential customers. Email marketing, through regular newsletters , keeps customers engaged, informed
about new products, and motivated to make purchases.

We are going to use the funnel model for optimum sales and growth of sondy pillows. The funnel model
goes like this: awareness, interest, consideration, intent, evaluation, purchase.
For the first point which is awareness we are marketing sondy pillows using influencer marketing and
social media like instagram and facebook, interest comes along as we are showcasing sondy pillows in
google ads, and content marketing, the customer will then consider sondy pillows from which they will be
redirected to the website where we have our customer testimonials which leads to evaluation, they will
compare prices of sondy pillows and other companies, consumers will also check the reviews and comfort
quality of the products which sondy pillows will maintain top-notch, and then they will go on to checkout
and purchase the product, which will redirect them to a 100% safe payment gateway building trust and
repeat consumers.

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Lastly, our packaging is made to look aesthetically appealing and be environmentally friendly. It makes
the product stand out from the other competitors in this segment, gives a good first impression, a premium
feel, and shows that we care about quality and being responsible.
Our approach to marketing is like putting together a jigsaw puzzle. Each piece like the product quality,
prices, how we sell it, and how we tell people about it fits together perfectly. When they all work well
together, it makes our plan to promote Sondy Pillows really strong and effective!

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