Industry Internship Program Report

Mid-Term Report
Faculty Mentor – Raj Chakraborthy

Submitted by: Krishna Patel

Roll No.- 2022JULB08014.
Major- Marketing
Date- 15/12/23

1
 Ta
ble Of Content

S.no. Content Page

No.
1. Executive Summary
3

2. Details of the Industry Sector and Company 3-6

Context of the Problem and Problem framing 6-7
3.
7
4. Constraints
7-8
5. SWOT and PESTLE analysis
6. Factors Affecting the Problem/Project 8-9
Critical Factors
7.
10
Analysis or Deconstruction 10-12
8.
Generated Options 12-15
9.
Recommended Option and Outline Plan 15-17
10.
Tools Used and Ways of Working Together 17-21
11.
with Client’s Team
Dataset or Data Collection 21
12.
Key Challenges and Key Takeaways 21-22
13.
Results and Findings 22
14.
Suggestions and Industrializing the Solution 22-23
15.
Conclusion 23
16.

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Executive Summary

This report examines the marketing strategies of Li-Ning Studio, a prominent player
in the badminton equipment market. It analyzes the company's position within the
industry, identifies key challenges, and proposes strategic solutions. The primary
objective is to enhance online presence and market share of Li-Ning Studio's brand
through effective social media marketing and digital initiatives.

Details of the Industry Sector

The global badminton market is expected to grow from USD 5.7 billion in 2023 to
USD 8.3 billion by 2027, at a CAGR of 7.4% during the forecast period. The growth
of the market is attributed to the increasing popularity of badminton as a
recreational and competitive sport, the rising disposable income of consumers, and
the growing awareness of the health benefits of badminton.

Market Drivers:

Rising Popularity: Increased interest in badminton as a social, competitive, and

Olympic sport across diverse demographics, especially in Asia.

Growing Disposable Income: Increasing spending power in developing countries

like China and India drives demand for equipment, facilities, and participation.

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Health Benefits: Awareness of badminton's positive impact on physical and mental
health, like improved reflexes, cardiovascular health, and stress reduction.

Youth Participation: Focus on junior development programs and professional

leagues attracts young players and boosts fan base.

Market Segments:

Equipment: Racquets, shuttlecocks, shoes, apparel, accessories (a USD 2.5 billion

market in 2022, expected to reach USD 4.9 billion by 2032).

Facilities: Badminton courts, indoor and outdoor complexes, academies, and clubs.

Media and Broadcasting: Live streaming, tournaments coverage, sponsorship

opportunities.

Coaching and Training: Professional training academies, individual coaching, online

coaching platforms.

Trends and Opportunities:

Technological Advancements: Smart rackets, wearable technology, virtual reality

training tools.

Focus on Women's Badminton: Growing prominence of female players and

tournaments opens up marketing and sponsorship avenues.

Sustainability: Development of eco-friendly equipment and facilities, promoting

community engagement.

Accessibility and affordability: Making badminton accessible to underserved

communities through low-cost equipment and court access initiatives.

Challenges:

Competition from other sports: Badminton needs to compete for attention and
resources with other established sports.

Infrastructure disparity: Unequal access to quality courts and facilities in different

regions.

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Player development: Investing in talent identification, training, and coaching across
all levels.

For Li-Ning Studio, the Asia-Pacific region's prominent market position to

offer significant opportunities for growth, given that the company is already
established in several countries within this region. The trends suggest a
strategic focus on expanding their online presence and marketing efforts in
the Asia-Pacific could yield favorable results.

Details of the Company

Li-Ning Studio is the e-commerce wing of Sunlight Sports, the exclusive distributor of
Li-Ning in Singapore, India, Malaysia, Indonesia, Thailand, Dubai, and several other
countries. Li-Ning is a renowned sporting goods company specializing in premium
badminton equipment and apparel.

Under Li-Ning studio it has two brand in India one is Li-Ning and other is Hundred.

Products and Services Offered:

Li-Ning Studio offers a wide range of badminton products for players of all levels,
from beginners to professionals. Here are some of the key product categories:

Badminton rackets: Li-Ning offers a diverse selection of rackets to cater to different

playing styles and preferences. From lightweight attacking rackets to head-heavy
defensive rackets, there's something for everyone.

Badminton shoes: Li-Ning's badminton shoes are known for their durability, comfort,
and support. They come in various designs and colors to match your style.

Badminton apparel: Li-Ning offers a wide range of badminton apparel, including

jerseys, shorts, skirts, t-shirts, and tracksuits. The apparel is designed for
performance and comfort, with breathable materials and moisture-wicking
technology.

Badminton accessories: Li-Ning also offers a variety of badminton accessories, such

as badminton bags, grips, strings, shuttlecocks, and training aids.
Li-Ning Studio in India

Li-Ning Studio established its Indian headquarters in Bangalore, Karnataka, in 2020.

The company has since grown to become a leading online retailer of badminton
equipment in India.

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Here are some of the factors that have contributed to Li-Ning Studio's success in
India:

Rising popularity of badminton: Badminton is one of the most popular sports in

India, and the sport's popularity has been growing steadily in recent years. This has
led to an increased demand for badminton equipment.

Focus on quality and innovation: Li-Ning Studio is known for its high-quality
products and innovative designs. This has helped the company to establish a strong
reputation among badminton players in India.

Strong online presence: Li-Ning Studio has a user-friendly website and a strong
presence on social media. This has made it easy for customers to learn about and
purchase Li-Ning products.

Competitive pricing: Li-Ning Studio offers its products at competitive prices, which
has made them an attractive option for budget-conscious badminton players in India.

The Future of Li-Ning Studio

Li-Ning Studio is well-positioned to continue its growth in the Indian market. The
company plans to expand its product range, invest in marketing and promotions, and
open more physical stores in India. With its focus on quality, innovation, and
affordability, Li-Ning Studio is sure to be a major player in the Indian badminton
market for many years to come.

Context of the Problem -

The primary challenge for Li-Ning Studio is enhancing its online visibility and
converting its online presence into sales. Despite a strong product line, the company
faces intense competition in the e-commerce space for badminton equipment.

Problem Framing:
Objective: To increase Li-Ning Studio's market share in the e-commerce domain by
leveraging social media marketing and enhancing customer engagement.

Constraints

The project is constrained by time as internship period is of 3-month, budget

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limitations- the resources you can invest, Limited access to historical data as it’s
confidential, Small team or lack of in-house social media expertise and the need to
comply with various e-commerce and trade regulations.

SWOT Analysis:

• Strengths:
 High-quality products
 strong brand reputation.

• Weaknesses:
 Limited online visibility
 lack of creativity in Marketing

• Opportunities:

 Growing popularity of badminton

 Rising disposable incomes.

• Threats:

 Intense competition
 changing consumer preferences.

PESTCL Analysis:

• Political:
a) Government investment in sports infrastructure.
b) Government support for badminton development.

• Economic:
a) Rising disposable income of consumers.
b) Economic growth in India.
c) Fluctuations in currency exchange rates.

• Social:
a) Growing popularity of badminton as a recreational and competitive sport in
India.
b) Increasing awareness of the health benefits of badminton.
c) Social media influence.

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• Technological:
a) Advancements in badminton equipment & technology. (AR/VR)
b) Growing use of social media and e-commerce.

• Legal:
a) Compliance with international trade laws, and e-commerce regulations.
b) Product safety and quality regulations.

• Cultural
a) Sustainability concerns in product manufacturing and packaging.
b) Brand perception and cultural values.
c) Local sporting events and sponsorships

Factors Affecting the Problem/Project:

 Competition: Strong presence of established brands like Yonex and Victor

with larger budgets and brand recognition.

Impact: The competition poses a challenge in gaining market share and

consumer attention, requiring Li-Ning Studio to find unique differentiators and
strategies to stand out in a crowded market.

 Limited brand awareness: Li-Ning Studio's limited online presence and

visibility compared to competitors.

Impact: Limited brand awareness can hinder customer acquisition and loyalty,
making it essential to focus on increasing visibility and recognition.

 Ineffective targeting and content strategy: Lack of focused targeting based on

demographics, interests, and badminton playing levels. Generic content that
fails to engage the audience.

Impact: Ineffective targeting and content strategy result in lower engagement

and conversion rates, as the content does not resonate with the specific
interests and preferences of the audience.

 Low social media engagement: Low follower count, likes, comments, and
shares on social media platforms.

Impact: Low social media engagement limits the brand's ability to reach and
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 connect with the audience, affecting brand loyalty and online community
development.

 Website traffic and conversion rates: Low website traffic and conversion rates
from social media to actual sales.

Impact: Low conversion rates indicate a gap in the customer journey,

requiring a focus on optimizing the website for better user experience and
encouraging conversions.

 Limited budget: Constraints in advertising spend and resources for social

media campaigns.

Impact: Limited budget affects the scale and reach of marketing initiatives,
demanding a strategic allocation of funds to activities that yield the highest
impact.

 Cultural considerations: Not adapting content and communication to Indian

cultural preferences and online behavior.

Impact: Failure to align with cultural preferences may result in a disconnect

with the target audience, affecting brand resonance and consumer trust.

Critical Factors

Some of the critical factors that have the highest impact on the project are as
follows:

 Competition: Finding ways to differentiate Li-Ning Studio through unique

content, influencer partnerships, and targeted campaigns.

 Brand awareness: Implementing creative strategies to increase brand

visibility, recognition, and recall through social media platforms.

 Targeting and content strategy: Utilizing data analytics to segment audiences,

create engaging content tailored to their interests and playing levels.

 Social media engagement: Building interactive communities through contests,

live sessions, and collaborations with badminton influencers.

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Analysis or Deconstruction

Brand awareness is the foundation: Without clear brand recognition, Li-Ning

Studio struggles to compete in a crowded market. Building awareness through
targeted campaigns and engaging content is crucial for attracting new customers.

Engagement drives action: Low engagement results in missed opportunities to

convert social media followers into paying customers. Interactive content,
community building initiatives, and influencer partnerships can significantly boost
engagement and conversions.

Targeted marketing optimizes resources: Widespread campaigns without

focused targeting lead to wasted marketing spend. Utilizing data analytics to tailor
campaigns and content to specific audience segments maximizes efficiency and
results.

1. Brand Awareness:

Marketing: Implementing targeted ad campaigns across relevant platforms,

collaborating with badminton influencers, and sponsoring local tournaments can
increase brand visibility and recognition.

Finance: Investing in branding initiatives and influencer partnerships may initially

require budget allocation, but long-term brand recognition can improve customer
retention and return on investment (ROI).

HR: Upskilling the marketing team in brand storytelling and online reputation
management can strengthen brand messaging and engagement.

Operations: Streamlining customer service and ensuring consistent brand experience

across all touchpoints can build trust and positive brand perception.

Technology: Leveraging social media analytics tools to track brand mentions,

sentiment analysis, and campaign performance can inform data-driven brand
building strategies.

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2. Engagement and Content Strategy:

Marketing: Creating interactive content (polls, quizzes, contests) and hosting live
sessions with players or coaches can boost engagement and build communities.

Finance: Allocating resources for content creation, community management, and

influencer collaborations can drive engagement and lead to higher conversion rates.

HR: Fostering a culture of creativity and collaboration within the marketing team can
lead to more engaging and relevant content.

Operations: Implementing a content calendar and workflow management system

can improve content consistency and efficiency.

Technology: Utilizing social media listening tools to identify trending topics and user
interests can inform content creation and ensure relevance.

3. Targeted Marketing and Customer Insights:

Marketing: Utilizing data analytics to segment audiences based on demographics,

playing levels, and online behavior allows for targeted campaigns and personalized
content.

Finance: Optimizing ad spending by focusing on specific audience segments with

higher conversion potential can improve ROI and campaign effectiveness.

HR: Investing in training the marketing team on data analysis and audience
segmentation can unlock deeper customer insights and inform targeted marketing
strategies.

Operations: Integrating social media data with customer relationship management

(CRM) systems can personalize customer interactions and improve conversion rates.

Technology: Investing in automation platforms can streamline targeting, automate

tasks, and optimize campaign performance.

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Generated Options

Option 1: Hyper-Targeted Influencer Marketing Campaign

Concept Integration:

Marketing: Collaborate with badminton influencers on Instagram and YouTube for

product reviews, tutorials, and challenges, targeted to specific player segments
(beginners, advanced, etc.).

Finance: Invest in influencer partnerships and content creation for maximum reach
and engagement. Track ROI through website traffic, sales conversions, and brand
sentiment analysis.

HR: Upskill the marketing team in influencer marketing strategies and negotiation
skills. Build strong relationships with relevant influencers for long-term
collaborations.

Operations: Develop a content calendar and workflow for seamless campaign

execution, including influencer briefs, content approval, and performance tracking.
Analytics: Utilize social media analytics tools to identify top badminton influencers,
track campaign performance, and measure audience engagement.

Pros:

High engagement: Influencers generate trust and attract targeted audiences,

increasing brand awareness and engagement.

Content credibility: Influencer-generated content (IGCs) feel authentic and resonate

better than brand-focused content.

Improved targeting: Reach specific player segments with relevant messages and
product recommendations.

Cost-effective: Compared to traditional advertising, influencer partnerships can be

cost-effective when targeted efficiently.

Cons:

Finding the right influencers: Identifying authentic and relevant influencers with the
right reach and target audience can be challenging.

Contract negotiation and management: Managing influencer contracts and ensuring

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deliverables require clear communication and legal considerations.

Measuring ROI: Attributing sales directly to influencer campaigns can be complex,

requiring detailed analytics and tracking methods.

Option 2: Interactive Social Media Community Building

Concept Integration:

Marketing: Host interactive contests, live sessions with players/coaches, and Q&A
sessions on social platforms to build a vibrant community around badminton.

Finance: Allocate resources for community management, contests, and giveaways to

incentivize participation and engagement.

HR: Foster a customer-centric culture within the marketing team, emphasizing

responsiveness and engagement with community members.

Operations: Implement community management tools and guidelines for handling

inquiries, resolving issues, and fostering positive interactions.

Analytics: Analyze user behavior, preferences, and sentiment expressed within the
community to inform content creation and community management strategies.

Pros:

Increased brand loyalty: Active community members become brand advocates,

driving positive word-of-mouth and repeat purchases.

Data collection and insights: Community interactions provide valuable customer

data and feedback for product development and marketing decisions.

Organic reach improvement: Active communities encourage user-generated content

(UGC) and sharing, organically boosting brand visibility.

Customer retention: Consistent engagement fosters a sense of belonging and keeps

customers connected to the brand.

Cons:

Time and resource commitment: Building and managing an active community

requires dedicated time and resources for content creation, engagement, and
moderation.

Negative feedback management: Dealing with negative comments and complaints

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requires sensitivity and proactive solutions to maintain a positive community
atmosphere.

Measuring success: Quantifying the impact of community building on sales and

marketing goals can be challenging, requiring broader metrics beyond traditional
conversion rates.

Option 3: Virtual Reality (VR) Enhanced Training and Product Demos:

Concept Integration:

Marketing: Create immersive VR experiences for product demonstrations and sports

training, offering a unique brand experience.

Finance: Invest in VR technology development and content creation.

HR: Hire or train staff in VR technology and content production.

Operations: Set up VR demo stations in stores and at events, and integrate VR

content into online platforms.

Analytics: Analyze customer engagement and feedback from VR experiences to

refine content and strategy.

Pros:

Innovative customer engagement: Offers a unique and memorable brand

experience.

Enhanced product understanding: Allows customers to experience products in a

simulated environment.

Competitive edge: Differentiates the brand in the market with cutting-edge

technology.
Marketing reach: VR experiences can be shared widely online, increasing brand
exposure.

Cons:

High initial investment: Developing VR content and technology can be costly.

Limited audience: Not all customers may have access to or interest in VR technology.

Technical challenges: Ensuring seamless and high-quality VR experiences requires

ongoing technical support and development.
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Recommended Option and Outline Plan-

Combining influencer marketing and interactive community building leverages the

strengths of both approaches, addressing Li-Ning Studio's key issues in a strategic
and cost-effective manner.

Methodology:

Phase 1: Planning and Research (Month 1)

Target Audience Identification: Utilize social media analytics tools to identify key
demographics, interests, and playing levels within the badminton community.
Influencer Selection: Choose badminton influencers with strong engagement,
relevant audience demographics, and brand alignment. Negotiate partnerships and
content briefs.

Community Building Strategy: Develop a content calendar and engagement plan for
social media platforms. Define contest themes, live session topics, and interactive
elements.

Project Management: Create a Gantt chart outlining key tasks, deadlines, and
responsible team members. Utilize PERT or CPM for complex dependencies and
timeline forecasting.

Phase 2: Campaign Execution (Months 2-3)

Influencer Content Launch: Partner with influencers to create product reviews,

tutorials, challenges, and promotional content aligned with the target audience
segments.

Community Activation: Host interactive contests, live sessions with players/coaches,

and Q&A sessions to encourage engagement and build a community.
Content Monitoring and Optimization: Use social media listening tools to track
campaign performance, user feedback, and brand sentiment. Adapt content and
strategies based on real-time insights.

Quality Control: Implement a content review process to ensure brand consistency,

factual accuracy, and positive brand messaging.

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Phase 3: Evaluation and Optimization (Month 4)

Data Analysis: Analyze campaign performance metrics like website traffic,

conversion rates, social media engagement, and brand sentiment. Evaluate
influencer partnerships and community reach.

Reporting and Optimization: Generate detailed reports showcasing campaign

results, ROI, and learnings. Refine influencer selection, content strategies, and
community engagement tactics based on data insights.

Balanced Scorecard (BSC) Development: Define BSC metrics for brand awareness,
customer engagement, financial performance, and internal processes. Track progress
and adjust strategies to achieve overall objectives.

Tools and Techniques:

 Social Media Analytics: Sprout Social, Hootsuite, Buzzsumo.

 Influencer Marketing Platforms: Traackr, AspireIQ.
 Content Management Systems: WordPress, HubSpot.
 Project Management Tools: Asana, Trello.
 Live Streaming Platforms: YouTube Live, Twitch.
 Customer Relationship Management (CRM): Salesforce, Zoho CRM.
 Data Visualization Tools: Tableau, Power BI.

KPIs and Control Measures:

 Website traffic and conversion rates from social media campaigns.

 Social media engagement metrics (likes, shares, comments).
 Brand sentiment analysis.
 Influencer campaign reach and engagement metrics.
 Community growth and activity rates.
 Cost per acquisition (CPA) and return on investment (ROI).

Tools Used

Social Media Analytics:

Sprout Social: Monitor brand mentions, track campaign performance, analyze

audience demographics and interests, measure social media engagement, and
identify influencer opportunities.

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Meta post manager: Schedule social media posts across platforms, collaborate with
team members, manage multiple accounts, track engagement metrics, and gain
insights into social media trends.

Buzzsumo: Research popular content and trending topics within the badminton
niche, identify relevant influencers, and analyze competitor social media strategies.
Influencer Marketing Platforms:

Content Management Systems:

WordPress: Create and manage engaging website content, including blog posts,
product descriptions, and landing pages, optimize SEO for improved online visibility,
and integrate with social media platforms.

HubSpot: Develop and execute content marketing campaigns, track content

performance, manage social media interactions, and nurture leads through email
marketing automation.

Project Management Tools:

Asana: Organize and track campaign tasks, assign responsibilities to team members,
set deadlines, manage workflows, and monitor project progress in real-time.

Trello: Visualize campaign workflows, collaborate on tasks, share ideas, and track
progress through kanban boards, ensuring efficient project execution.

Live Streaming Platforms:

YouTube Live: Host live sessions with badminton players, coaches, or influencers to
create interactive content, answer audience questions, and build brand engagement.

Twitch: Connect with dedicated gaming communities within the badminton

audience, promote streaming tournaments, and reach a tech-savvy audience
through interactive live experiences.

Customer Relationship Management (CRM):

Salesforce: Manage customer interactions, track conversions from social media

campaigns, personalize marketing messages based on customer data, and improve
customer satisfaction.

Data Visualization Tools:

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Tableau: Create data dashboards and visualizations to showcase campaign
performance, track key metrics, analyze audience demographics, and communicate
insights effectively to stakeholders.

Power BI: Transform complex data into visually compelling reports, identify trends
and patterns, share insights across the organization, and support data-driven
decision making.

Competitive Analysis Tools:

Semrush: Analyze competitor social media campaigns, identify content gaps, track
brand mentions, and benchmark Li-Ning Studio's performance against industry
leaders.

Similarweb: Gain insights into competitor website traffic, sources, visitor

demographics, and engagement metrics, informing effective content and targeting
strategies.

Balanced Scorecard (BSC):

Define key performance indicators (KPIs) across four perspectives: financial (sales,
ROI), customer (engagement, satisfaction), internal processes (efficiency,
innovation), and learning & growth (employee skills, brand awareness).
Track progress towards these goals, identify areas for improvement, and ensure
strategic alignment throughout the organization.
HR Tools:

Employee Satisfaction Surveys: Measure employee engagement and morale within

the marketing team, gather feedback on current social media initiatives, and identify
areas for improvement in training or resources.

SERVQUAL: Assess the quality of customer service and interactions on social media
platforms, identify gaps between customer expectations and service delivery, and
implement measures to improve customer satisfaction.

Expected Impact of Tools:

Increased data-driven decision making: Tools provide actionable insights into

audience behavior, campaign performance, and competitor strategies, leading to
more effective social media marketing decisions.

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Improved campaign performance: Real-time monitoring and optimization with the
help of tools allow for adjustments to improve engagement, reach, and conversion
rates.

Enhanced brand awareness and engagement: Content creation and influencer

partnerships facilitated by tools can lead to higher brand visibility and active
communities around Li-Ning Studio.

Streamlined workflows and team collaboration: Project management and

communication tools ensure efficient task management, resource allocation, and
team collaboration on campaigns.

Data-driven customer relationships: CRM and customer satisfaction tools help

personalize interactions, build stronger relationships, and improve customer lifetime
value.

Ways of Working Together with Client’s Team:

To ensure seamless collaboration with the client's team, the following approaches
will be adopted:

 Regular Communication:
Establish regular communication channels, such as weekly or bi-weekly
meetings, to discuss progress, challenges, and upcoming initiatives.

 Collaborative Project Management:

Utilize project management tools like Asana or Trello, shared with the client's
team, to maintain transparency, assign tasks, and track progress
collaboratively.

Training Sessions:
Conduct training sessions for the client's team on tools such as HubSpot, Salesforce,
and social media analytics platforms to enhance their understanding and
collaboration.

Shared Dashboards:
Create shared dashboards on tools like Tableau or Power BI to provide real-time
insights and updates, fostering collaboration and data-driven decision-making.

Joint Workshops:
Organize joint workshops to align strategies, share best practices, and address any
challenges, ensuring a unified approach to achieving goals.

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Regular Feedback Loops:
Establish feedback loops to encourage open communication, allowing for continuous
improvement and adaptation of strategies based on collective insights.

Cross-Functional Teams:
Form cross-functional teams with members from both Li-Ning Studio and the client's
team to ensure collaboration across departments and effective execution of
initiatives.

By adopting these collaborative approaches, Li-Ning Studio and the client's team can
work together synergistically, leveraging each other's strengths and expertise for the
successful implementation of social media marketing initiatives.

Dataset or Data Collection

It’s Confidential to the company so can’t share them.

Key Challenges to envisage:

 Competitive Market Dominance: Established brands like Yonex possess

significant market share and brand loyalty, making it challenging for Li-Ning
Studio to penetrate and expand its market presence.

 Limited Online Visibility: Current online presence is not strong enough to

effectively compete in the digital space, limiting reach and engagement with
potential customers.

 Resource Constraints: Given the limited budget and small team, efficiently
utilizing resources for maximum impact is a significant challenge.

Key Takeaways

Importance of Targeted Marketing:

 Quantify the impact: Instead of just stating its importance, provide specific
examples of how your targeted marketing efforts benefited Li-Ning Studio. Did
you identify a niche audience and tailored campaigns specifically for them?
Did data analysis help you optimize ad spend and reach a wider audience with
lower cost?

 Showcase a successful campaign: Highlight a specific campaign that

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 exemplifies your targeted approach. Describe the goals, target audience,
tactics used (e.g., social media ads, influencer partnerships), and measurable
results achieved (e.g., increased website traffic from a specific demographic).

Value of Brand Differentiation:

 Go beyond just content: While unique content is important, explain how Li-
Ning Studio differentiated itself in other aspects, such as product design,
customer service, or community engagement initiatives. Did you launch
innovative product features? Did you create unique customer loyalty
programs? Provide specific examples and their impact.

 Highlight positive feedback: Quote customer testimonials or social media

mentions that showcase how Li-Ning Studio stands out and resonates with its
target audience.

Leveraging Technology for Engagement:

 Specify the technology you used: Instead of mentioning generic trends, be

specific about the technologies you implemented and how they improved
engagement. Did you utilize VR experiences for product launches? Did you
partner with specific influencer platforms to drive reach and interaction?

 Show results and case studies: Did VR experiences lead to higher product
purchase intent? Did influencer collaborations increase brand mentions and
online conversations?

Results and Findings

Increased Online Engagement: Through targeted social media campaigns and

influencer collaborations, there was a notable increase in online engagement,
evidenced by higher likes, shares, and comments.

Improved Brand Awareness: Campaigns led to an increase in brand recognition, as

measured by social media mentions and brand sentiment analysis.

Higher Conversion Rates: Focused marketing efforts resulted in improved website

traffic and conversion rates, indicating effective campaign strategies.

Suggestions

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Continue Innovating in Digital Marketing: Li-Ning Studio should continuously explore
emerging digital marketing trends, such as AI-driven personalized advertising, to stay
ahead in the competitive landscape.

Expand Community Building Initiatives: Develop more interactive online platforms

and community events to foster brand loyalty and customer engagement.

Diversify Product Line: Introduce new and innovative products targeting different
segments of the badminton community, from amateurs to professionals, to cater to
a broader audience.

Industrializing the Solution

Scaling Social Media Strategies: Expand the successful social media initiatives to
other regional markets, adapting content to local preferences and trends.

Invest in Technology: Allocate resources to develop more sophisticated analytics

tools and e-commerce systems to enhance customer experience and operational
efficiency.

Conclusion

The internship at Li-Ning Studio is providing me valuable insights into the challenges
and opportunities in the badminton equipment market. The implementation of
targeted social media strategies and innovative marketing approaches demonstrated
positive impacts on brand visibility, customer engagement, and sales.

For sustained growth and market penetration, Li-Ning Studio should continuously
adapt and innovate in its marketing strategies, product offerings, and customer
engagement initiatives.

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