Marketing Management and Digital Communication: A Case Study of Pixelated Induction

MARKETING MANAGEMENT
AND
DIGITAL COMMUNICATION

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Executive Summary
Marketing in today’s time is an attribute for success. Pixelated Induction is a technology that
will convert any object into the wireless charger. The external environmental factors suggest
that the Australian market is highly attractive towards the technology that is innovative and
are able to provide maximum value to its consumers. The strength of the technology is its
uniqueness and weakness lies in the lower brand name. They have opportunities in replacing
the wired charger. They are targeting customers that are young and have love for innovative
technologies. They have the objective to improve the brand awareness. In the marketing mix
they are developing products that are of higher quality and are able to resolve the charging
problems of the people. The price is set slightly on the higher side while they need to promote
it more through the online mediums. Return on investment and sales growth is the two
measures on the basis of which they can evaluate their marketing plan.
Content

2
s
INTRODUCTION....................................................................................................... 2
Situational analysis...................................................................................................... 2
Customer analysis....................................................................................................... 4
Problem statements...................................................................................................... 6
Objectives................................................................................................................. 7
Marketing mix............................................................................................................ 7
Campaign evaluation.................................................................................................... 8
Budget allocation........................................................................................................ 9
Conclusion................................................................................................................ 9
References................................................................................................................ 9

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INTRODUCTION
Marketing is becoming the best tool in the world to gain competitive advantage over the
rivals. It has become essential for the management to make sure they have an efficient
marketing plan that can improve the scope of the company in terms of gaining success. It is
also critical for the firms as it improves the company’s response towards the market as
companies understand the global market and accordingly they can design their marketing
plan so that they can gain competitive advantage over the rivals (Dodgson, Hughes, Foster &
Metcalfe, 2011). There are various challenges that companies face while entering into the
market. Marketing plan needs to have an effective solution for this. In this regards it is
essential that company make objectives that leads company to achieve the desired outcomes.
Pixelated Induction is the technology based firm that is designing innovative products that
can make the life of the people simple. They are coming with the technology that can help
them in converting any surface into wireless charger. This report will analyse the
environment within the organisation along with the strategies that can help the company to
specifically target people that is in their targeted segment.
Situational analysis
Before designing any marketing plan it is critical for the management to make sure that they
have an understood the environment that is around their business. This is critical for the
management of skills and at the same time it is also essential for understanding the factors
that may have effect on the marketing plan of the company. For understanding the external
environment the use of PESTLE analysis can be effective.
 Political: In Australia governments have changed in short period of time. This has
impact on the taxes and policies that is made for the companies. In this regards it is
essential that firm has political contacts that help them in placing them in the market
in an appropriate manner. Australian taxes on the digital products have increased in
the past few years (Giuliani, Morrison & Rabellotti, 2011). This increase has reflected
on the prices of the product that company aims to sell.
 Economic: The economic environment within Australia is strong but the turmoil in
the international market has impact on the Australian market. However, the product
that this company aims to sell will not face such critical challenges related to the