Aii/ Aiii - dmcm1213

Business Objectives

Objective: Increase brand awareness by 75% in Manchester 2013

Brand awareness is important, as it is a determinant of brand equit y. There has been noted links between brand awareness and brand equity. Fatso’s in Manchester has little brand awareness highlighted in the market research we carried out (figure 1). Increasing brand awareness will help achieve the objectives chosen. 





Identification of PSO

Chosen PSO: Delivery/collection service

There are 13million people who regularly order takeaways online, were looking to exploit this market, as Fatsos’ currently doesn’t offer this service.  A delivery service increases brand awareness and differentiates from competitors.  It can add value and increase profits for your business as consumers like convenience.

Digital Marketing Approach 

First Priority: Mobile App 

Global mobile advertising is valued at $53billion.

Mobile applications will help Fatso’s reach new market segments and increase viability of a delivery service. Mobile apps have become top priority for businesses, so Fatso’s should take on this approach to increase revenue.  We expect this would take 4 months and be most effective in increasing Brand awareness and healthy following.

Second: Social-Media Campaign

• Improve and increase coverage 
• Use Twitter and Facebook campaign.
• Can’t measure success

Third:  Website

Wouldn’t improve brand awareness as much in the short term.  

Bitten By Design dmcm1213 - Fatso's

Here is a picture of our dmcm1213 team next to our chosen business, Fatso’s. We decided to meet here to try one of their yummy sandwiches to brighten up a rainy Tuesday morning in Manchester… typical!

Brand Awareness of Fatso's - Market Research

Aim: The aim of this market research is to find out of a sample size of 60 how many people are aware of the brand ‘Fatso’s’.

Objective: Over a fifteen minute time period we will interview 60 respondents in the Manchester area to research whether or not they have heard of the sandwich filling station ‘Fatso’s’.

Our Findings: After interviewing 60 participants our results showed that 46 respondents had never heard of the sandwich chain and 14 respondents had.

Conclusion: Out of 60 interviewees we found 77% of these hadn't heard of the brand before, this is an indication that increasing brand awareness of Fatso’s is going to be a key objective within our digital marketing strategy. Therefore we conclude that the brand awareness of Fatso’s in Manchester is currently low and only 23% of the respondents had heard of the shop. We as a digital marketing agency aim to increase this brand awareness by 75% within the next year.  

A1 - Bitten-by-Design #dmcm1213

A1 - dmcm1213

Hello and welcome digital marketing enthusiasts, we would like to introduce to you our brand new digital marketing and communications agency ‘Bitten-by-Design’. 

Our agency consists of five final year students at Manchester Metropolitan University who are all experts in the area of DMCM (Digital Marketing Communications Management). 

We will start off by introducing each member and their job roles:

Fiona Kenyon – Social Media specialist - 10076628
Zoë Smart – Trafficker - 09354236
Lauranne Parsons – Online Copywriter - 09105738
Monuwar Ahmed - SEO specialist - 10474094
Jamie Daniel – SEM specialist - 09407438


The organisation we have chosen to focus our speculative digital marketing pitch on is ‘Fatsos Filling Station’ they are a small sandwich chain who currently don’t digitally market their business.

Click the icons below to follow us on Twitter and ‘Like’ us on Facebook.

Morphological Analysis for dmcm1213

Bitten-By-Design came up with some Digital Marketing Strategies for Fatsos Filling Station, by looking at possible Products/Services or Offerings, the people that would want them and how to digitally market such PSO's. This was a worksheet completed for dmcm1213 and will help us plan the digital marketing strategies needed for Fatsos campaign.

Keep an eye out for further progress! #dmcm1213

The Bitten Video



Interested in digital marketing and want to find out some of the services that Bitten by Design has to offer?

Why not check out the video that we have made. This was created for our dmcm1213 to promote our brand.

Let us know what we think!

Bitten-by-Design Team Background!

Hi Everyone

Thought we would start of our blog by telling you all a bit about ourselves!

Our DMCM team consists of:

Lauranne Parsons who is currently in her final year of studying a BA Business Sandwich degree. She recently completed a 12-month placement within a small Recruitment Consultancy Firm based in Didsbury, Manchester. Her role within the company was Digital Marketing Executive/Administrator. Within this role, some of her major tasks included project managing and running the new IT system within the business, using and implementing different digital marketing strategies such as SEO, PPC and Google Analytics, and negotiating the main supplier contracts within the business with such suppliers as Salesforce, Linkedin, Monster and Sales Target.

Zoe Smart who is another member of the team, on the BA (Hons) Business Sandwich degree in her final year. She did a year placement at an Accounting firm where she was a Marketing Assistant. Within her role, she gained experience in SEO, Google ad words, Google Analytics and website updates. Social media was one of her main responsibilities where she gained over 1000 likes for her placement company.

Monuwar Ahmed who is a BIT student, (Business Information Technology) he has knowledge in project planning, entrepreneurship, SEO, social media and also technical tasks such as web development, video editing and getting ranked into Google. He averaged 65% to 75% last year and passed with a 74% mark, in his second year, so he is more than competent when it comes down to working.

Fiona Kenyon is on the BA(hons) Business Management degree and has undertaken marketing modules during her time at university so far, where she created a marketing strategy, worked as part of a team and gained a first. She also took Ideas, Creativity and Entrepreneurship where she had to be creative in her thinking and come up with ideas to get start up products into the real world market, including using digital marketing channels; Once again gaining a high first in this module. She passed second year with 69%, which shows the dedication to her work. James Daniel is in his third year on the Business Management course. He has gained entrepreneurial skills via the module he took last year, Ideas, Creativity and Entrepreneurship 2. He has lived in the UAE all his life where he has gained excellent cross cultural values and communicational skills. James has excellent skills in video creation, which can applied in the Digital Marketing world.   We look forward to keeping you up to date with our progress! Peace out! Bitten-by-Design

About - Bitten

Hi Bloggers,

We are Bitten-By-Design Marketing a new creative Digital Marketing Agency, from dmcm1213. We are a group of young Digital Marketers aiming to provide specialist advice on digital strategies for growing businesses.

The team consists of:

Zoe Smart

Lauranne Parsons

Mohammed Ahmed

Fiona Kenyon

Jamie Daniel

Watch this space!