Marketing Management and Digital Communication

Running head: MARKETING
Marketing Management and Digital Communication
Name of the Student:
Name of the University:
Author Note:

MARKETING1
Executive Summary:
The aim of this report is to put across an insight into a newly launched product by Vollebay and
its suitability in the market of Australia. The company has been planning for an entry into the
Australia with its high tech extremely responsive solar powered jackets. The situation analysis
through the PESTEL framework portrayed that political, social, economic, environmental
technological and the legal factors of Australia can provide an ideal ground for business
expansion. The competitor analysis portrays how the company faces competition from the
competitors. The SWOT analysis defines the opportunities, threats, strengths and weakness in
relation to the product. The report also provided an insight into segmentation, targeting and
positioning of the product. The report further shows how a new product can effectively adopt
marketing plan through adoption of accurate marketing mix strategies and objectives. The report
also shows how the firm can ensure effective evaluation of the campaign through proper
measures of control, budget allocation and contingency action.

MARKETING2
Table of Contents
1. Introduction:................................................................................................................................1
2. Situation Analysis:.......................................................................................................................1
I. PESTEL Analysis:....................................................................................................................1
II. Competitor Analysis:...............................................................................................................3
III. SWOT Analysis:....................................................................................................................3
3. Customer Analysis:......................................................................................................................4
I. Segmentation............................................................................................................................4
II. Targeting.................................................................................................................................5
III. Positioning.............................................................................................................................5
4. Problem Statement.......................................................................................................................6
5. Objectives:...................................................................................................................................7
6. Marketing Mix Strategy...............................................................................................................9
7. Campaign Evaluation:...............................................................................................................10
8. Budget Allocation:.....................................................................................................................11
9. Conclusion:................................................................................................................................12
References:....................................................................................................................................13

MARKETING3
1. Introduction:
The report provides an insight into Solar Charged Jacket, a high tech product by Vollebak
to be presented in the Australian market during early part of 2020. It has been considered as one
of the finest inventions of 2018. The jacket is designed from an extremely responsive material
which can be charged instantly and can glow in the dark with the aid of a light source
(vollebak.com, 2019). It has been found to glow like a kryptonite whenever it is taken to a dark
place. Conducted tests has revealed that few hours of charging during the daytime is able to yield
a glow for close to twelve hours. Since, it is charged fast through sunlight so the simplest way of
charging it is through wearing it outside during daytime. The jacket put across amazing
performance in real world. Every detail of this high tech jacket is welded and laser cut and it is
highly breathable, stretchy, waterproof, lightweight, and soft and can be rolled up in the hand
(vollebak.com, 2019).
Vollebak’s solar charged jacket can be categorized under the wearable technology.
According to industry analysts, the wearable technology market in Australia has been found to
reach a boom with an annual growth rate of close to 78 percent during 2014 and 2018 and
revenue of about $1billion (Nag, Mukhopadhyay & Kosel, 2017). The report tries to analyze the
acceptability of this solar charged jacket once it is introduced into the Australian market. The
report will therefore undertake a customer analysis, situation analysis, identification of problems,
objectives, campaign evaluation, marketing mix strategy, and the allocation of budget.
2. Situation Analysis:
I. PESTEL Analysis: