Marketing Management and Digital Communication: A Case Study of MusicLens

This presentation provides a case study of MusicLens, a business enterprise that combines technology with eyeglasses. It discusses the results of PESTLE and SWOT analysis, target market identification, marketing objectives, marketing mix strategy, and implementation plan.

MARKETING MANAGEMENT AND
DIGITAL COMMUNICATION: A CASE
STUDY OF MUSICLENS

INTRODUCTION
 As opined by Grant (2016), the different
kinds of contemporary disruptive
technologies have made a positive
impact on the business operations of the
modern-day business enterprises.
 The resultant effect is this that smart
products have become the recent trend
in the business world.
 In 2018 the demand for the different
kinds of smart products increased by
more than 10% and by the year 2021 it
is expected to increase by 14% every
single year (Lindgreen & Di Benedetto,
2018).

OVERVIEW OF MUSICLENS
 Music Lens is a business enterprise which
had been trying to amalgamate technology
with the basic eyeglasses worn by the
common people (Forbes.com, 2019).
 The eyeglasses manufactured by the
enterprise enables the customers to listen to
music, radio, make calls and indulge in other
similar activities through the use of
eyeglasses.
 The eyeglasses contain “4GB of offline
storage available”, is manufactured from
bone conduction audio, nine hours of
continuous usage, touch and wear detection
along with other features (Music-lens.com,
2019).

RESULTS OF PESTLE
ANALYSIS
 The stable political environment of
Australia acts as an opportunity for the
enterprise and its eyeglasses
 The strong economy of Australia means
that the people would have the right kind
of capital to buy the eyeglasses
 Australians have shown high propensity
towards trendy eyeglasses and also music
forms an integral part of their lives
 The technological, legal and the
environment of Australia is also likely to
support the business activities of the
concerned enterprise

RESULTS OF SWOT
ANALYSIS
Strength  An important strength point of the eyeglasses is the fact that effectively integrates the modern technology with the eye or
vision needs of the people (Music-lens.com, 2019) The users have the opportunity to listen to music, radio, make phone calls and indulge in other kinds of activities through
the usage of the eyeglass itself (Forbes.com, 2019) The eyeglass had 4 GB memory space which means that the users do not have to use external memory devices
(Inews.co.uk, 2019) The high battery life of the eyeglass is its other important strength point The enterprise offers the opportunity to the users to customise the eyeglasses on the basis of the prescriptions given by
their eye specialists (Chicagotribune.com, 2019)
Weakness  The high cost of the eyeglass, that is, $51,541 USD, is one of its major weaknesses of the concerned eyeglass (Music-lens.com, 2019) Another major weakness of the concerned eyeglass is the fact that it is not suitable for long-term daily usage since it can adversely affect
the eyesight of the users The outdoor usage of the eyeglass poses security threat to the users since because of the music or the phone call they cannot fully
concentrate on the road.
Opportunity  The eyeglass market is a completely untapped one and there are not many enterprises which offer this kind of eyeglasses to the
customers Usage of better technologies to further improve the quality of the eyeglass both in terms of style and also the services offered by it
Threat  The eyeglass is likely to be suitable for not people because of the likely damage that it can cause to their health and also on the score of
safety concerns Other enterprises are trying to manufacture similar kind of eyeglass at comparatively lower price.

TARGET MARKET IDENTIFICATION
AND MARKETING OBJECTIVES
 The individuals related to the age
bracket of 24-38 years of age and also
belonging to affluent background
would be the ideal for the eyeglasses
offered by the enterprise.
 The two marketing objectives that the
enterprise can use are-
1. Increase in the customer base or the
target market of the eyeglasses by
more than 10%
2. Increase in the financial returns
earned by the enterprise on the score
of the eyeglasses by more than 15%

MARKETING MIX
STRATEGY
 The eyeglasses offered by MusicLens
is as an effective marriage between
technology and the basic eyesight
needs of the people (Forbes.com,
2019).
 Usage of third party distributors for
distribution of the eyeglasses
 Use of premium pricing policy
 Use of digital marketing technologies
for the promotion of the eyeglasses

IMPLEMENTATION PLAN
Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Market Research
Designing of the
eyeglasses
Price Setting
Promotion
Distribution
Evaluation the
success
Customer
feedback
collection
Feedback
Integration

CONCLUSION
 The business enterprises presently are
taking the help of different disruptive
technologies for the development of various
kinds of smart products.
 The business enterprises for the formulation
or the designing of these smart products are
required to effectively analyse the business
environment of their operation and also the
demands of the customers as well.
 They are also required to formulate
effective marketing objectives which in turn
would guide the marketing strategies that
they use for the smart products and also
adequate implementation plans as well.

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