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Question: Discuss About The Recognition And Marketing Strategy Company? Answer: Introducation A budget is termed as a financial statement of a company in which it plans its estimated revenue and its expenditure in a year. It also plans the budget the company wants to invest in the campaign or a project to get potential benefit from it. It is thus much more than just an accounting tool. This is because it also helps the company to plan and manage its fianc over the year. Moreover, the company can also estimate it profit and loss at the end of the year after looking at its budget plan. Budget allocation on the other hand is the way of allocating or distributing the total budget available among various credentials and work designated to achieve the actual motive of the project (Geyik et al. 2014). The budget allocation provided here gives the allocation of the financial of Active Feet to carry out its online marketing work effectively. It will divide the total budget of the company $2 to $2.5 million among various variable that will help them to achieve the maximum success from the campaign. Items Budget Allocation (in $) Decreasing Spend (in $) Email Marketing 50,000 Social Media 50,000 Online Advertising 150,000 Mobile Advertising 50,000 Event Sponsorship 500,000 Video Production 500,000 Content Creation 200,000 Radio Advertising 200,000 -100,000 television Advertising 200,000 -200,000 Print Advertising 100,000 -200,000 Total 2,000,000 Figure: Budget Allocation Source: Author Creation Figure: Budget Allocation Source: Author Creation The above figure shows the budget allocation of Active Feet for its advertising campaign in the near future. The company has a total budget of $2 million within which it will allocate its finance among various sources of advertising tools. It can be seen that the company will allocate $ 50,000 in each of its marketing tools such as email marketing, social media and mobile marketing (Vinerean et al. 2013). However, it will invest $500,000 in event sponsorship and video development. Further $200,000 will be invested in content creation, radio advertising, and television advertising (Lupiez-Villanueva et al. 2016). However, the company will also decrease the investment on traditional way of marketing sic as print media, television marketing and radio marketing. This is because the company used these tools previously and witnessed that it is not earning them any increase in sale at present. This is because the type of footwear the company offers are mainly used by youngsters and at prese nt the young generation are very much engaged in online platform rather than using traditional tools such as reading newspapers, listening to radio and others. In fact radio is not used by the new generation on a daily basis. Only the old generation prefers to listen to radio every day. The brand can put adds only on radio channels playing songs which still has some young traffic listening to them. Thus, the budget plan presented above will also help the company to analyze its sale and profit at the end of the year. This in turn will help them know the achievement of the online advertising campaign the company should take to increase the sale (Tuten and Solomon 2014). Evaluation criteria and Conclusion To achieve full success and utilize the marketing campaign planned above the company also needs to outline the success measures to be taken and the key performance measures that will help the company to know the success of the campaign they are taking for the growth of the company (DAmico et al. 2017). Some of the key success measure of the company can be: First if the financial viability, which will help the company to measure its financial condition and the growth in its finance from the online campaign, it is taking for sale growth. Second is the customer satisfaction, which is the most important success measure as the company taken up new plan only with the aim to satisfy its customers. Thus by the amount of customer satisfaction the company will be able to measure the success of its campaign as well (Perrin 2015). Third is the employee satisfaction, which is yet another important duty of the company as it is only through good customer the company is able to carry out the campaign. Thus, by offering good salaries to employee and the satisfaction level in them the company can measure the success of its campaign. This is because the employees will be the active part of the campaign. Planning is yet another way a company can measure its success. This is because by proper planning the company can track the completion of the targeted task and the movement of the campaign. Thus, allowing the company to track its success as well. Key Performance Indicators Along with the key success measures, the company also needs to indicate its key performance indicators to know the way it is performing in the market (Parmenter 2015). Some of the important key performance indicators of the online marketing campaign put forward by the company is: Profit is the first indicator as it is the most important factor that influences the motive of the company to take any further investment in on the online marketing tool. Cost is yet another important KPI as it shows the ability of the company to manage its cost for the campaign with the aim to earn maximum profit. It is the way the company manages the operation of the business (Ruths and Pfeffer 2014). Customer Lifetime Value is also important along with the other two indicators because customer is the asset of eh business and they help the company to measure its value in the market. Thus, form the above analysis it can be concluded that Active Feet should take up online marketing platform for increasing its sale and profit over the next one year. This is because online marketing tool is being widely accepted by customers especially the young generation that the company wants to target over the next few years. For the purpose a budget allocation is made for the company with the total financial investment of $2 million over various online platforms. Some of the financials from the traditional tools has been cut down to meet the budget. Further some key success indicators and key performance indicators have been offered for the company. References Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social media marketing on online consumer behavior.International Journal of Business and Management,8(14), p.66. Lupiez-Villanueva, F., Gaskell, G., Veltri, G.A., Theben, A., Folkvord, F., Bonatti, L., Bogliacino, F., Fernndez, L. and Codagnone, C., 2016. Study on the impact of marketing through social media, online games and mobile applications on children's behaviour. Geyik, S.C., Saxena, A. and Dasdan, A., 2014, August. Multi-touch attribution based budget allocation in online advertising. InProceedings of the Eighth International Workshop on Data Mining for Online Advertising(pp. 1-9). ACM. Tuten, T.L. and Solomon, M.R., 2014.Social media marketing. Sage. Parmenter, D., 2015.Key performance indicators: developing, implementing, and using winning KPIs. John Wiley Sons. DAmico, F., DAmico, F., Mogre, R., Mogre, R., Clarke, S., Clarke, S., Lindgreen, A., Lindgreen, A., Hingley, M. and Hingley, M., 2017. How purchasing and supply management practices affect key success factors: the case of the offshore-wind supply chain.Journal of Business Industrial Marketing,32(2), pp.218-226. Perrin, A., 2015. Social media usage.Pew Research Center. Ruths, D. and Pfeffer, J., 2014. Social media for large studies of behavior.Science,346(6213), pp.1063-1064.