A marketing research proposal on-

“Exploring the Effectiveness of Digital Marketing Strategies for Decathlon”

Course Name: Marketing Research

Course Code: MKT 4205

Submitted by
Abu Ali Shakik
ID: 2025171098
Batch: 2020
Section: B
Department of Business Studies in Marketing
Faculty of Business Administration
Bangladesh University of Professionals

Submitted to
Dr. Zahedul Alam
Professor
Department of Business studies in Marketing
Faculty of Business Administration
Bangladesh University of Professionals

Date of Submission: 30th October, 2023

 Table of Contents

Abstract 3

Introduction 4-7

Literature Review 7-8

Theoretical and conceptual Framework 8-9

Methodology 10-13

Conclusion 13

References 14
ABSTRACT

This marketing research proposal investigates the effectiveness of digital marketing strategies
employed by Decathlon, a global sporting goods retailer with a significant international presence.
Decathlon, known for its diverse range of affordable sports products and innovation, has long
utilized digital marketing as a means to reach and engage its target audience. This study seeks to
evaluate the impact of Decathlon's digital marketing efforts and identify areas for enhancement.
The research focuses on several key areas, including the assessment of various digital marketing
strategies' effectiveness, factors contributing to campaign success, and potential areas for
improvement within Decathlon's digital marketing endeavors. The study employs a combination
of surveys targeting Decathlon's customer base and in-depth interviews with the company's
marketing and digital teams. In terms of methodology, the research employs a Likert scale to gauge
respondents' perceptions and attitudes regarding Decathlon's digital marketing initiatives. The
study utilizes a structured online survey to gather external insights from customers and conducts
in-depth interviews to gain internal perspectives from Decathlon's marketing professionals.

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INTRODUCTION

Background for the Study

Decathlon is a large sporting goods retailer with over 1,700 stores in 60 countries. The company
is known for its wide selection of affordable sports products and its focus on innovation. Decathlon
has been using digital marketing strategies to reach and engage with its target audience for many
years. However, the company is always looking for ways to improve its digital marketing
campaigns.

This study aims to assess the impact of Decathlon's digital marketing efforts and provide insights
into areas of improvement. The study will focus on the following areas:

 Effectiveness of different digital marketing strategies: The study will identify the most
effective digital marketing strategies for Decathlon, such as search engine optimization
(SEO), social media marketing, and email marketing. The study will also examine the
impact of different digital marketing strategies on different customer segments.

 Factors that contribute to the success of digital marketing campaigns: The study will
identify the factors that contribute to the success of digital marketing campaigns for
sporting goods retailers, such as the quality of content, the level of engagement with
customers, and the use of data analytics.

 Areas of improvement for Decathlon's digital marketing campaigns: The study will
identify areas where Decathlon can improve its digital marketing campaigns. This could
include developing new content strategies, using more targeted advertising, or improving
the customer experience on Decathlon's website and mobile app.

The findings of this study will be valuable for Decathlon in developing more effective digital
marketing campaigns and maintaining a competitive edge in the rapidly evolving digital landscape.

Digital marketing strategies can be broadly divided into two categories: paid and organic. Paid
digital marketing strategies involve paying to have the ads displayed on search engines, social
media platforms, and other websites. Organic digital marketing strategies involve using techniques
such as SEO and content marketing to improve the website's visibility and ranking in search engine
results pages (SERPs).

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This study will examine the effectiveness of different digital marketing strategies for Decathlon,
both paid and organic. The study will also look at how different digital marketing strategies impact
different customer segments. For example, some customers may be more likely to respond to paid
ads, while others may be more likely to engage with organic content.

This study will identify the factors that contribute to the success of digital marketing campaigns
for sporting goods retailers. The study will also look at how Decathlon is performing in these areas
and identify areas where the company can improve.

Once the study has identified the most effective digital marketing strategies for Decathlon and the
factors that contribute to the success of digital marketing campaigns, the study will identify areas
where Decathlon can improve its digital marketing campaigns. This could include:

 Developing new content strategies: Decathlon may need to develop new content
strategies to reach and engage its target audience more effectively. For example, the
company may need to create more video content or develop more targeted blog posts.

 Using more targeted advertising: Decathlon may need to use more targeted advertising
to reach its ideal customers. For example, the company could use social media targeting to
target people who are interested in sports and outdoor activities.

 Improving the customer experience on Decathlon's website and mobile app:

Decathlon may need to improve the customer experience on its website and mobile app.
This could involve making it easier for customers to find the products they are looking for,
making it easier to purchase products, and providing better customer support.

By identifying areas where Decathlon can improve its digital marketing campaigns, the study can
help the company develop more effective campaigns and maintain a competitive edge in the
rapidly evolving digital landscape.

Research Objective

The research objective of evaluating the effectiveness of Decathlon's digital marketing strategies
and identifying opportunities to enhance their online marketing performance is comprehensive.

The research will assess the effectiveness of Decathlon's digital marketing strategies in terms of
the following key metrics:

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  Reach: How many people is Decathlon reaching with its digital marketing campaigns?

 Engagement: How engaged are Decathlon's customers with its digital marketing content
and platforms?

 Conversion: How many people are converting into paying customers as a result of
Decathlon's digital marketing campaigns?

The research will also identify which digital marketing strategies are most effective in achieving
each of these metrics. This will help Decathlon to allocate its digital marketing resources more
effectively in the future.

Once the research has assessed the effectiveness of Decathlon's digital marketing strategies, it will
identify opportunities to enhance the company's online marketing performance. This will involve:

 Developing new content strategies: Decathlon may need to develop new content
strategies to reach and engage its target audience more effectively. For example, the
company may need to create more video content or develop more targeted blog posts.

 Using more targeted advertising: Decathlon may need to use more targeted advertising
to reach its ideal customers. For example, the company could use social media targeting to
target people who are interested in sports and outdoor activities.

 Improving the customer experience on Decathlon's website and mobile

app: Decathlon may need to improve the customer experience on its website and mobile
app. This could involve making it easier for customers to find the products they are looking
for, making it easier to purchase products, and providing better customer support.

The research will also identify any other areas where Decathlon can improve its online marketing
performance. By doing so, the research will help Decathlon to develop and implement more
effective digital marketing campaigns.

Research Questions

 What digital marketing strategies does Decathlon currently employ to promote its products
and engage with its customer base?

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  How does Decathlon measure the effectiveness of its digital marketing campaigns and
initiatives?

 What factors contribute to the success or challenges of Decathlon's digital marketing

strategies?

 Can the effectiveness of Decathlon's digital marketing efforts be correlated with online and
offline sales, customer engagement, or brand perception?

LITERATURE REVIEW

Digital marketing has become a cornerstone for retailers in the modern business landscape, and its
significance is particularly pronounced in the sporting and outdoor industry. With the rapid growth
of e-commerce, consumers increasingly turn to the digital realm for product research, shopping,
and brand engagement. Retailers in this industry must harness the power of digital marketing to
reach, attract, and retain customers. Digital marketing offers unique advantages in terms of reach,
personalization, and real-time engagement. Studies show that effective digital marketing strategies
can significantly impact sales, brand visibility, and customer loyalty in the sporting and outdoor
retail sector.

Retailers, including those in the sporting and outdoor industry, employ a variety of digital
marketing strategies to connect with their audiences. These strategies encompass a wide range of
channels and tactics, such as social media marketing, search engine optimization (SEO), email
marketing, content marketing, and influencer partnerships. Research has shown that the
combination of these strategies, tailored to the specific industry and audience, can contribute to
enhanced brand awareness, engagement, and conversion rates.

Effectively evaluating the impact of digital marketing strategies is essential for retailers. Various
models and metrics have been developed to measure the effectiveness of these strategies.
Commonly used models include the Digital Marketing Funnel and Customer Decision Journey.
Metrics encompass key performance indicators (KPIs) like website traffic, click-through rates,
conversion rates, return on investment (ROI), and customer lifetime value (CLV). Understanding

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which metrics are most relevant for assessing the effectiveness of digital marketing strategies is
crucial for retailers aiming to maximize their online presence.

The success of digital marketing campaigns is influenced by several factors. Targeting, for
instance, plays a critical role in reaching the right audience with the right message. Content quality,
relevance, and consistency are fundamental for capturing and maintaining audience attention.
Effective customer segmentation ensures that marketing efforts are tailored to the unique needs
and preferences of various customer segments. Research in this area highlights the importance of
data-driven decision-making, personalization, and the alignment of marketing strategies with
consumer behavior.

In the retail sector, numerous case studies exemplify the effectiveness of digital marketing
strategies. Companies like Nike, REI, and Adidas have implemented innovative approaches,
leveraging social media, influencer marketing, and user-generated content to drive engagement
and sales. These case studies provide valuable insights into successful strategies, allowing other
retailers, including Decathlon, to draw inspiration and adapt strategies to their own unique
contexts.

Theoretical and Conceptual Framework

The theoretical and conceptual framework of this research will be informed by the following
established marketing models:

 Customer Decision Journey: This model describes the stages that customers go through
when making a purchase decision, from awareness to purchase to loyalty. The research will
use this model to assess how Decathlon's digital marketing strategies impact each stage of
the customer journey. The research can use the Customer Decision Journey model to
identify the stages where Decathlon's digital marketing strategies are most effective and
where there is room for improvement. For example, the research may find that Decathlon's
digital marketing strategies are effective at raising awareness of its products, but less
effective at driving purchase decisions. This information could be used to develop more

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 targeted digital marketing campaigns that are more likely to convert prospects into
customers.

 Customer Relationship Management (CRM): This approach focuses on building and

maintaining relationships with customers throughout their lifecycle. The research will use
this approach to assess how Decathlon's digital marketing strategies can be used to improve
customer engagement and loyalty. The research can use the CRM approach to assess how
Decathlon's digital marketing strategies can be used to improve customer engagement and
loyalty. For example, the research may find that Decathlon can use its digital marketing
channels to provide customers with more personalized content and offers, or to create more
opportunities for customers to interact with the brand.

 Marketing Mix: This framework identifies the four key elements of marketing: product,
price, place, and promotion. The research will use this framework to assess how
Decathlon's digital marketing strategies can be used to enhance its product promotion,
customer engagement, and brand visibility. The research can use the Marketing Mix
framework to assess how Decathlon's digital marketing strategies can be used to enhance
its product promotion, customer engagement, and brand visibility. For example, the
research may find that Decathlon can use its digital marketing channels to create more
informative and engaging product descriptions, or to promote its products to new
audiences.

These models provide a solid foundation for understanding how Decathlon's digital marketing
strategies can be used to achieve its marketing goals. By using these models to guide the research,
the researchers will be able to provide Decathlon with valuable insights into how to improve its
digital marketing performance and achieve its desired outcomes.

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Methodology

Scale

I will use a Likert scale to measure the effectiveness of Decathlon's digital marketing strategies.
Likert scales are a type of psychometric scale that are used to measure attitudes, opinions, and
perceptions. They are a common and effective tool for marketing research because they are easy
to understand and use, and they can provide reliable and valid data.

A Likert scale typically consists of a series of statements or questions, and respondents are asked
to indicate their level of agreement or disagreement with each statement or question on a five-point
scale (e.g., strongly agree, agree, neither agree nor disagree, disagree, strongly disagree).

For example, a Likert scale could be used to measure the effectiveness of Decathlon's digital
marketing strategies by asking respondents to rate their level of agreement with the following
statements:

 Decathlon's digital marketing campaigns are informative and helpful.

 Decathlon's digital marketing campaigns make me more likely to consider purchasing

products from Decathlon.

 Decathlon's digital marketing campaigns make me feel more connected to the Decathlon
brand.

Likert scales can also be used to measure other aspects of digital marketing effectiveness, such as
the quality of content, the level of engagement, and the overall customer experience.

Advantages of using a Likert scale to measure the effectiveness of Decathlon's digital

marketing strategies:

 Likert scales are easy to understand and use, even for respondents with limited education
or experience.

 Likert scales can provide reliable and valid data, especially if they are carefully designed
and administered.

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  Likert scales can be used to measure a wide range of attitudes, opinions, and perceptions,
including those related to digital marketing effectiveness.

 Likert scales are relatively inexpensive to develop and administer.

Survey Method

This research will involve a combination of survey data collection and in-depth interviews with
Decathlon's marketing and digital teams. A structured online survey will be distributed to
Decathlon's target audience to gather insights from customers. In-depth interviews will provide
internal perspectives from Decathlon's marketing professionals.

Questionnaire Format

The questionnaire format for our online survey should be designed to capture information on the
following topics:

Respondents' awareness of Decathlon's digital marketing initiatives:

This section of the questionnaire should aim to understand how familiar respondents are with
Decathlon's digital marketing initiatives. We can ask questions such as:

 Have you seen any Decathlon digital marketing campaigns in the past month?

 If so, where have you seen these campaigns? (e.g., social media, email, search engine
results pages, etc.)

 Can you recall any specific Decathlon digital marketing campaigns?

Perceived effectiveness of these initiatives:

This section of the questionnaire should aim to understand how respondents perceive the
effectiveness of Decathlon's digital marketing initiatives. We can ask questions such as:

 How informative and helpful do you find Decathlon's digital marketing campaigns?

 How likely are you to consider purchasing products from Decathlon as a result of their
digital marketing campaigns?

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  How connected do you feel to the Decathlon brand as a result of their digital marketing
campaigns?

Preferred channels for interaction with the brand:

This section of the questionnaire should aim to understand how respondents prefer to interact with
the Decathlon brand. Wecan ask questions such as:

 What are your preferred channels for interacting with the Decathlon brand? (e.g., website,
social media, email, etc.)

 What types of content do you find most engaging from Decathlon? (e.g., product
information, promotional offers, behind-the-scenes content, etc.)

Suggestions for improvement:

This section of the questionnaire should aim to collect feedback from respondents on how
Decathlon can improve its digital marketing strategies. We can ask open-ended questions such as:

 What do you like most about Decathlon's digital marketing campaigns?

 What do you dislike most about Decathlon's digital marketing campaigns?

 What suggestions do you have for how Decathlon can improve its digital marketing
campaigns?

By asking a variety of questions on these topics, we will be able to collect comprehensive data on
the effectiveness of Decathlon's digital marketing strategies and identify areas for improvement.

Data Collection Method

As an exploratory research we will mainly use primary data. The data collection method proposed
in our research proposal is sound and appropriate. By distributing an online survey to Decathlon's
online customers and social media followers, and by conducting in-depth interviews with
Decathlon's marketing and digital teams, we will be able to collect a wide range of data on the
effectiveness of Decathlon's digital marketing strategies.

 Online survey: The online survey will be the primary data collection method used in this
study. The survey will be distributed to Decathlon's online customers and social media

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 followers. This will allow you to collect data from a large and diverse sample of
Decathlon's customers.

 In-depth interviews: The in-depth interviews will be conducted with Decathlon's

marketing and digital teams. This will allow you to gain insights into Decathlon's digital
marketing strategies from the perspective of the people who are responsible for developing
and implementing these strategies.

CONCLUSION

In conclusion, this marketing research proposal delves into the realm of digital marketing strategies
employed by Decathlon, a prominent global sporting goods retailer. With over 1,700 stores across
60 countries, Decathlon has established itself as a leading player in the sports and outdoor industry,
driven by its extensive product range and commitment to innovation. Recognizing the pivotal role
of digital marketing in reaching and engaging customers, Decathlon continually seeks ways to
enhance its digital marketing initiatives. The research objective of this proposal is to assess the
effectiveness of Decathlon's digital marketing strategies, exploring how these strategies impact
metrics like reach, engagement, and conversion. Additionally, the study seeks to identify areas
where improvements can be made to bolster Decathlon's online marketing performance. By
evaluating factors such as content quality, customer engagement, and data analytics, this research
aims to provide actionable insights for Decathlon's marketing teams.

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References

 Bajj, A. (2023b, August 4). Top Marketing Strategies of Decathlon. StartupTalky.

https://startuptalky.com/decathlon-marketing-strategy/

 Team, M. S. (2023, August 13). Decathlon Marketing Strategy & Marketing Mix (4Ps).

MBA Skool. https://www.mbaskool.com/marketing-mix/products/17793-decathlon.html

 Tbh, T. (2023, June 7). Marketing Strategies and marketing mix of Decathlon. The Brand

Hopper. https://thebrandhopper.com/2023/06/07/marketing-strategies-and-marketing-

mix-of-decathlon/

 Malhotra, N. K., Birks, D. F., & Nunan, D. (2017). Marketing research: An Applied

Approach.

 Kuhn, G. (n.d.). 7 components of a market research proposal.

https://www.driveresearch.com/market-research-company-blog/7-components-of-a-

market-research-proposal/

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