Marketing Fundamentals: Launching Caply Action Camera in Australia

This report explores the marketing fundamentals for launching the Caply action camera in the Australian market. It delves into the segmentation, targeting, and positioning (STP) strategy, outlining the specific customer groups to be targeted and how the product will be positioned in the market. The report also examines the place and promotional strategies, including the distribution channels and promotional tactics to be employed. Ethical considerations related to digital marketing are also discussed, ensuring responsible and ethical practices are adhered to.

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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3. Segmentation
Before product launching it is essential to conduct the market segmentation which helps to
identify the particular area or customers for targeting regarding this Caply action camera. The
segmentation will increase the STP (Segmentation, Targeting and Positioning). Following is the
STP for Caply action camera product launching in the Australia market:
Segmentation
Segmentation of the different areas and the customers in the market is identified. As per the
Caply action camera quality there are particular types of the customers which can be segmented
for targeting. This camera has the special features such as- Caply action camera is small as
compare to the other camera, the unique camera quality which boasts the great battery tons and
life of the features (Cross et al, 2015). According to these unique features the segmentation of the
market can be done as per the- age, customer living standards, travelling habits of the people,
interest in the photography, difficulty to carry the heavy camera etc.
Targeting
Targeting step is related to target the particular type of the customers within the market of the
Australia. This step will help the business or the organization that is planning to launch the
product in the market as they can analyze the specific customers to focus on so that they can
attract them towards the features of the product. According to the uniqueness of the Caply action
camera it is essential to target the- youth, regular travellers, government offices, women for the
safety etc (Lessmann et al, 2018). By targeting these types of customers in the Australia market
will help to launch the product in Australia with effectiveness. Australia is the place where most
of the people love travelling and youth are also aware about photography so the segmentation
and targeting can be done.
Positioning
The positioning is about the set the position and attraction of Caply action camera between the
customers. The positioning of the product in the Australia market can be set by providing
attractive and beneficial points or its awareness between the targeting customers. This product or
camera is effective and beneficial for all the customers who are analyzed in the targeting part.
This product is the user friendly because youth and the people who love travelling can carry this
camera easily as this will not require much space to carry (Kotabe and Helsen, 2014). Women
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can use this product for secret safety which helps them to capture the wrong things and record
the voice in this camera. Government offices can also use to capture the working areas secretly.
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4. Marketing strategy
4.1 Place or placement strategy
Marketing strategy includes the place or placement strategy in which distribution place of the
selected product is decided. Marketing strategy regarding the place strategy is required to be
planned so that customer will get the product at right place, with right quantity or quality and at
the accurate time. According to the Caply action camera which is planning to be soon launched
in the Australia market it is important to select the most attractive and crowded place in the
Australia market. The selection of the location depends upon the most crowded place of the
Australia and according to this Melbourne is the best place to launch any new product. Business
planning to distribute this product in the Australia market will also use online shopping, retail
store, different channels and social media sites (Baker, 2014). Selection of the right place for
distributing the Caply action camera in the market is very essential and important strategy.
With the help of the right selection of the distribution place will help the organization and
business to attract the customers and provide them the launched product according to their
convenience. The right distribution place is the factor which decides that whether customer will
easy buy the product from the store or not. According to the research in the current time, online
stores or nearby stores from the customer residents is the most convenient place to distribute the
product among the customers (Ho, 2015). While deciding the distribution place it is also
essential to identify the customer service expectations so that services during their purchasing
can be provided.
In the recent time, mostly customers prefer online shopping so that they can do digital payment
and get product directly at their home. So they can more focus on the online stores. Retail stores
can also be selected as the place for distribution for this market of the Melbourne can be selected
as this is the most crowded place in the Australia. Online shopping applications are the most cost
effective and easy way for the distribution of the product because this will save the cost of the
resources and help to reduce the operational cost of the organization (Eshuis et al, 2014). Deliver
of the products in the online selling will be done by the number of courier organizations which
will help them distribute their product at their customer’s places.
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4.2 Promotional strategy
Promotional strategy is most used by the organization when they want to spread the awareness
about the launching product in the market between the customers. With the help of the proper
and effective promotion they can easily attract the customers by advertising the specific and
special features of the Caply action camera to their customers. Promotion strategy helps to
generate the sales, brand awareness, customer awareness and base of the customers. While
selecting the mode of the promotion it is essential to identify the nature of the targeting
customers and how they can communicate with them about their product. According to the
current scenario, it is analyzed that e-commerce or digital marketing is the best and effective
promotional strategy which can be adopted to promote the Caply action camera product in the
market (Viloria et al, 2016).
Business can adopt the mix promotional strategy in which internet and online marketing sources
are included. They can use mobile phones, e-mails, official websites, social networking sites etc
to promote the new launched product in the market for attracting their customers. While planning
the promotional strategy it is essential to make the budget plan so that one estimated amount for
conducting promotional activity can also be assumed by the marketing team. Promotion of
launching Caply action camera product in the Australia market require budget of AUD $24,500
approximately (Baker, 2014). The promotional activity or strategy is required to be attached
within this estimated amount so that further issues regarding funding cannot be faced by the
organization. Promotional strategy is the most attractive and effective strategy which is used to
provide the introduction and the initial growth to the product for its further life-cycle.
Initially is required to make the whole structure and attractive plan for the promotion of the
Caply action camera in the Australia market for this selection of the source is required, setting of
budget and launching of the promote with the attractive features is included. They can use the
promotional strategy to show the comparison between this product and other products regarding
price, features and usefulness. This type of product advertisement will help them to maintain
their strong customer base and loyalty of the customers (Adamopoulos and Todri, 2015).
Promotional of the product can also be done by providing the attractive offers and discount
offers so that customers can easily get influenced and ready to buy this product.
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5. Ethical issues
Ethical issues are also linked and connected with the digital marketing of any new product
launching in the market. It becomes essential for the organization to follow the ethical terms and
conditions which are related to their strategies. While adopting the digital or e-commerce
strategy it is essential to consider the privacy on the internet ethics of marketing. Ethical issues
are related to the maintaining the security and privacy of the customers information. Sometimes
maintenance of the customer information becomes difficult which create ethical issues for the
organization. Privacy of the information is regarding the employees and customers are the most
essential part of the ethics in the marketing (Drumwright and Murphy, 2014).
Network advertising initiative (NAI) also represents the proper records and maintenance of the
confidential information of the customers. Ethical issues may be occurred in the marketing of the
Caply action camera product in the market when the customer order the product through online
sites and their information or personal details may be lost or misused by the unauthorized users.
This type of security issues which are related to the ethical issues can be resolved by
implementing the logical or physical security in the systems so that confidential information can
be maintained.
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6. Conclusion
This report has concluded that the organization require well structured marketing planning for
launching of any product in the market. This report has developed the objective behind the
marketing of the Caply action camera product in the Australia market. The report has also
provided the segmentation of the market in which particular area for targeting the customers are
identified along with the positioning. The report mainly focused on the place and promotional
strategy through which they can effectively distribute and promote the product between the
targeted areas of the customers. With the help of this report the organization can effective make
whole plan before launching of the product and use most appropriate strategy. Some of the
ethical issues are also discussed in the end of this report.
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8. References
Books and Journals
 Adamopoulos, P. and Todri, V., 2015, August. The effectiveness of marketing strategies
in social media: Evidence from promotional events. In Proceedings of the 21th ACM
SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 1641-
1650). ACM.
 Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
 Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
 Drumwright, M.E. and Murphy, P.E., 2014. Ethical Issues of Social Marketing and
Persuasion. The Handbook of Persuasion and Social Marketing [3 volumes], p.175.
 Eshuis, J., Klijn, E.H. and Braun, E., 2014. Place marketing and citizen participation:
branding as strategy to address the emotional dimension of policy making?. International
review of administrative sciences, 80(1), pp.151-171.
 Ho, H.F., 2015. Place Strategy in School Marketing: Location, Timing, and Physical
Evidence. Review of European Studies, 7(7), p.60.
 Kotabe, M. and Helsen, K., 2014. Global marketing management.
 Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), pp.73-99.
 Lessmann, S., Coussement, K., De Bock, K. and Haupt, J., 2018. Targeting customers for
profit: An ensemble learning framework to support marketing decision making.
 McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to
profit from them. John Wiley & Sons.
 Viloria, A., Wilches, M. and Acuna, N., 2016. Turnover increased Massive Consumer
Products through the Implementation of Design Standards based on the Buyer. Indian
Journal of Science and Technology, 9(46).
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9. Appendix
Segmentation, targeting and positioning (STP)
Figure 2: Process of STP for segmenting the market
Figure 3: Conducting STP process
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Strategies
Figure 4: Social media channels can be used for the promotion of the product
Figure 5: Retail strategy can be used for the place strategy
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10. Power point slides
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