Activity 1 - Prepare a rationale for a marketing campaign for the owners of Decreal Gear to
promote their sportswear.
Decreal Gear marketing aims and objectives:
The main aim I have will highlight throughout this analysis is that Decreal Gear aims to increase
their sales revenue.
Objective 1: Increase brand awareness by increasing their Instagram followers by 10,000
followers by 2024.
- This is a factor in increasing sales revenue because research shows 47% of customers
are inspired to follow the latest trends broadcasted on social media. This will help
Decreal Gear increase their revenue as they will attain information on the target
markets needs and wants.
Objective 2: Broadcast new products on YouTube to increase product awareness and attain a
minimum of 15,000 views by the end of 2024. This is a factor in increasing revenue because it
will create brand awareness.
- This will further increase product visibility, which could attract more customers as with
the advertisement they could describe the quality of their product. while highlighting all
the products Decreal gear offers and the value those products could add to the potential
customers' lives.
Objective 3: Use secondary and primary market research to create questionaries for the target
market (hand out questionaries outside of gym premises) and receive at least 1,500 responses
by 2024.
- These two research methods will increase the revenue as Decreal gear can use the
information to modify the new products and apply the current answers gained to
products immediately this will help Decreal gear stay ahead of their competitors like
Nike and Sports Direct. This is a reliable objective as the answers are coming straight
from the source of the potential customers.
Analysis of research data on the market data on the market and competition report:
A competitive factor is that other brands are being more diverse regarding their product range,
with many brands introducing a more inclusive range of sizing’s, promoting that exercise is for
everybody. Market leader Nike also promoted their maternity range of exercise clothing by
using images of heavily pregnant females participating in sport, while Sweaty Betty launched a
campaign called ‘RespectYourSweat,’ showing images of a boxer wearing a hijab, as well as an
older person on roller skates. These competitors to Decreal Gear will attract customers and
, increase sales due to pregnant women for example, being drawn to Nike products because of
the unique campaign.
Market size, share and structure
Market size is the total number of potential buyers of a product or service within a given
market, and the total revenue that these sales may generate. Applying this to Decreal gear
means that the market segment was predicted to increase by 21% (estimated to be around 6.7
billion worth) by 2023. This is a positive external market factor as because it can be influenced
by the increase of more people doing exercise for example 7 million people participated in
running in 2020 according to Statista this shows that the market for the Sportwear required to
participate in, will also increase because of the external factor that more people are running
due to the covid pandemic trends.
Market share is the total sales in an industry generated by a particular company. In this case,
the leading sportswear brands are JD and Sports Direct because in 2020 JD has an estimated 6.1
billion worldwide revenue with Sports Direct bringing out 3.9 billion. This information suggests
that the estimated growth for 2020 was indeed correct, however, the sportswear market in the
UK does not state how much revenue or market share was owed by Decreal Gear but it does
state that Decreal Gear’s revenue has not increased within the past 3 years. This information
suggests that there are not as many people wanting to purchase Sportswear products from
Decreal Gear as much as they want to purchase from JD or Sports Direct. Furthermore, Decreal
Gear has the same potential to gain as much revenue as both leading brands have if they keep
up with market trends and identify what both leading companies are offering that Decreal gear
is not. This is a great tool to increase their revenue as they can lessen the market share gap
between themselves and can become the third leading sportswear brand.
Market structure refers to the way that various industries are classified and differentiated in
accordance with their degree and nature of competition for products and services. Market
structure Is based on the demand for the product and looks at the challenges sales and revenue
may face based on the quality of the product. The market structure shown in the research pack
states that in the sportswear industry companies usually compare each other's sales revenue to
identify what the consumers most like and dislike about the sportswear industry.
Target market is a group of customers categorized by characteristics such as age, income, lifestyle, life
class in this case for decreal gear the target market would be people who go to the gym however
decreal gears strongest target market is online, this is a strong advantage because the online market is
constantly growing, which easily allows the entire target market group to purchase the products online.
Trends and external influences
promote their sportswear.
Decreal Gear marketing aims and objectives:
The main aim I have will highlight throughout this analysis is that Decreal Gear aims to increase
their sales revenue.
Objective 1: Increase brand awareness by increasing their Instagram followers by 10,000
followers by 2024.
- This is a factor in increasing sales revenue because research shows 47% of customers
are inspired to follow the latest trends broadcasted on social media. This will help
Decreal Gear increase their revenue as they will attain information on the target
markets needs and wants.
Objective 2: Broadcast new products on YouTube to increase product awareness and attain a
minimum of 15,000 views by the end of 2024. This is a factor in increasing revenue because it
will create brand awareness.
- This will further increase product visibility, which could attract more customers as with
the advertisement they could describe the quality of their product. while highlighting all
the products Decreal gear offers and the value those products could add to the potential
customers' lives.
Objective 3: Use secondary and primary market research to create questionaries for the target
market (hand out questionaries outside of gym premises) and receive at least 1,500 responses
by 2024.
- These two research methods will increase the revenue as Decreal gear can use the
information to modify the new products and apply the current answers gained to
products immediately this will help Decreal gear stay ahead of their competitors like
Nike and Sports Direct. This is a reliable objective as the answers are coming straight
from the source of the potential customers.
Analysis of research data on the market data on the market and competition report:
A competitive factor is that other brands are being more diverse regarding their product range,
with many brands introducing a more inclusive range of sizing’s, promoting that exercise is for
everybody. Market leader Nike also promoted their maternity range of exercise clothing by
using images of heavily pregnant females participating in sport, while Sweaty Betty launched a
campaign called ‘RespectYourSweat,’ showing images of a boxer wearing a hijab, as well as an
older person on roller skates. These competitors to Decreal Gear will attract customers and
, increase sales due to pregnant women for example, being drawn to Nike products because of
the unique campaign.
Market size, share and structure
Market size is the total number of potential buyers of a product or service within a given
market, and the total revenue that these sales may generate. Applying this to Decreal gear
means that the market segment was predicted to increase by 21% (estimated to be around 6.7
billion worth) by 2023. This is a positive external market factor as because it can be influenced
by the increase of more people doing exercise for example 7 million people participated in
running in 2020 according to Statista this shows that the market for the Sportwear required to
participate in, will also increase because of the external factor that more people are running
due to the covid pandemic trends.
Market share is the total sales in an industry generated by a particular company. In this case,
the leading sportswear brands are JD and Sports Direct because in 2020 JD has an estimated 6.1
billion worldwide revenue with Sports Direct bringing out 3.9 billion. This information suggests
that the estimated growth for 2020 was indeed correct, however, the sportswear market in the
UK does not state how much revenue or market share was owed by Decreal Gear but it does
state that Decreal Gear’s revenue has not increased within the past 3 years. This information
suggests that there are not as many people wanting to purchase Sportswear products from
Decreal Gear as much as they want to purchase from JD or Sports Direct. Furthermore, Decreal
Gear has the same potential to gain as much revenue as both leading brands have if they keep
up with market trends and identify what both leading companies are offering that Decreal gear
is not. This is a great tool to increase their revenue as they can lessen the market share gap
between themselves and can become the third leading sportswear brand.
Market structure refers to the way that various industries are classified and differentiated in
accordance with their degree and nature of competition for products and services. Market
structure Is based on the demand for the product and looks at the challenges sales and revenue
may face based on the quality of the product. The market structure shown in the research pack
states that in the sportswear industry companies usually compare each other's sales revenue to
identify what the consumers most like and dislike about the sportswear industry.
Target market is a group of customers categorized by characteristics such as age, income, lifestyle, life
class in this case for decreal gear the target market would be people who go to the gym however
decreal gears strongest target market is online, this is a strong advantage because the online market is
constantly growing, which easily allows the entire target market group to purchase the products online.
Trends and external influences
