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Social-Media-Strategie zum Launch eines E-Scooter-Verleihs: Analyse nach Sinus-Milieus und Benchmarking mit Konkurrenzunternehmen
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ISBN10: 3346682781
ISBN13: 9783346682789
Publisher: Grin Verlag
Published: Aug 29 2022
Pages: 20
Weight: 0.09
Height: 0.05 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346682789
Publisher: Grin Verlag
Published: Aug 29 2022
Pages: 20
Weight: 0.09
Height: 0.05 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Koblenz-Landau, Sprache: Deutsch, Abstract: In dieser Arbeit wird eine Social-Media-Strategie für die Markteinführung eines E-Scooter-Dienstes erarbeitet. Im vorliegenden Szenario plant die Autovermietung A+RIDE nun neben dem Carsharing-Dienst auch den Verleih von E-Scootern durch die Tochtergesellschaft E+RIDE. Der Launch soll einzig und allein über Social Media beworben werde. Dazu werden zunächst die Zielgruppen und mögliche Social-Media-Kanäle definiert sowie die Social-Media-Auftritte zweier konkurrierender Marktteilnehmer analysiert. Auch die Möglichkeit von Influencer-Marketing zum Markteintritt zum Ende des ersten Quartals 2022 wird beleuchtet. Abschlie end werden die Ergebnisse noch einmal zusammengefasst. Die Autovermietung A+RIDE plant den Markteintritt ihrer Tochterfirma E+RIDE, einem E-Scooterverleih. Die Bewerbung des Launches soll ausschlie lich durch Social-Media-Marketing erfolgen. Angesprochen werden die Sinus-Milieus der Performer, Adaptiv-Pragmatischen, der Hedonisten und der Expeditiven. Konkret umfasst dies Angehörige der Generationen Y und Z mit hohem Fokus auf Freizeit, Vergnügen und ausgeprägter Online-Affinität. Zum Umwerben dieser Gruppen wird eine Social-Media-Kampagne über Facebook, Instagram, YouTube und TikTok ausgespielt. Der Content wird dabei spezifisch für jede Plattform und ihre Zielgruppen angefertigt. Es werden sowohl organische Inhalte gepostet als auch bezahlte Inhalte über Anzeigen und Influencer: innen. Die Beauftragung einer Agentur wird nicht kategorisch ausgeschlossen, sondern richtet sich nach Ressourcen und Kompetenzen.
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