Marketing Fundamentals: Launching Caply Action Camera in Australia

MARKETING FUNDAMENTALS

Executive summary
Marketing fundamentals cover the well structured plan or process through which any
organization can obtain the way to create or launch their innovative product in the selected
market. With the help of the marketing and its strategies it will become easy for the organization
to launch their product and attract the customers by showing the special features of the product.
In the current scenario, discussion is about the main objective behind the marketing of the Caply
action camera product in the Australia market. Some of the effective strategies and particular
segmentation is identified so that they can easily launch their product in the market.

TABLE OF CONTENTS
1. Introduction..................................................................................................................................1
2. Marketing objective.....................................................................................................................2
3. Segmentation...............................................................................................................................3
Segmentation...............................................................................................................................3
Targeting......................................................................................................................................3
Positioning...................................................................................................................................3
4. Marketing strategy.......................................................................................................................5
4.1 Place or placement strategy...................................................................................................5
4.2 Promotional strategy..............................................................................................................6
5. Ethical issues...............................................................................................................................7
6. Conclusion...................................................................................................................................8
8. References....................................................................................................................................9
9. Appendix....................................................................................................................................10
Segmentation, targeting and positioning (STP).........................................................................10
Strategies....................................................................................................................................11
10. Power point slides....................................................................................................................12

LIST OF FIGURES
Figure 1: Caply action camera is the new product selected to be launched in the Australia market
.........................................................................................................................................................1
Figure 2: Process of STP for segmenting the market....................................................................10
Figure 3: Conducting STP process................................................................................................10
Figure 4: Social media channels can be used for the promotion of the product............................11
Figure 5: Retail strategy can be used for the place strategy..........................................................11

1. Introduction
Caply action camera is the voice controlled camera which can go and taken by the person
anywhere. This is the most useful and easy for carrying for those person who are going for the
trips and not able to carry big and heavy cameras. This report will include the discussion about
the segmentation of the market in the Australia for launching of this product. This report will
include the fundamentals of the marketing which are essential to launch the Caply action camera
in the Australia market. The marketing strategies which will be required by the organization to
promote and launch this new product in the market will be covered in this report. This objective
of the marketing which will be related to the segmentation, targeting and positioning will be
covered in this report. At the end of this report, there are some of the ethical issues which will be
occurred during the marketing of the product will also be discuss and covered in this report.
Figure 1: Caply action camera is the new product selected to be launched in the Australia market
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2. Marketing objective
Marketing objective is always related to the main aim of the product launching in the market.
The main objective of this product is to spread the awareness about the Caply action camera in
the Australia market. The objective of the product launching is to enhance the market of the
organization by increasing their sales with this innovative product. The marketing of this product
is done by using digital marketing concept through which awareness of the product can be spread
between the customers as most of the customers are using social networking sites. With the help
of the product marketing it will become easy to increase the revenue from this product. Team of
the marketing will also conduct the market campaigns for the promotion so that product details
and information can be provided to the general public (Lee et al, 2015). The main objective of
the marketing is to attract the customers towards this advanced and handy camera which will
provide various types of flexibility to the customers.
With the help of the direct selling and digital marketing by promoting the product features on the
social networking sites they can easily increase or generate the sales after the immediate
launching of the product. It is essential to create the SMART objective so that objective of the
marketing can be achieved in effective manner. SMART objective include the specific,
measurable, achievable, relevant and time required. Specific objective is related to launch Caply
action camera in the Australia market, measurable objective related to attract the young and
those customers who love travelling but not able to carry heavy camera. Achievable objective is
related on market research so that current trend and thoughts of the customers will be identified.
This objective is relevant to the organization as this will enhance the customer base and revenue
of the business (McDonald and Wilson, 2016). This objective must be completed within the six
months from the product launch.
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