Marketing Management and Digital Communication: A Case Study of MusicLens

This report suggests marketing strategies and objectives for the smart eyeglasses offered by MusicLens based on a situational analysis in Australia.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
MARKETING MANAGEMENT AND DIGITAL COMMUNICATION: A CASE
STUDY OF MUSICLENS
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
EXECUTIVE SUMMARY
The purpose of this report is to suggest marketing strategies and objectives for the smart
eyeglasses offered by Music Lens on the basis of the situational analysis of the same in the
nation of Australia. The report firstly offers an overview of the eyeglasses offered by Music
Lens and the key features of the concerned eyeglasses. The report next undertakes a
situational analysis, that is, PESTLE analysis and SWOT analysis of the concerned
eyeglasses in the nation of Australia and finds that most of the factors of Australia are
suitable for the sale of the concerned eyeglasses. The report next suggests the customer base
of individuals related to the affluent background and between the age 24-38 and also suggests
two marketing objectives, that is, the enhancement of customer base by 10% and profitability
by 15%. The report also suggests marketing strategies to the enterprise through the usage of
the marketing mix and finally concludes by suggesting an implementation plan for the
effective attainment of the marketing objectives.

2MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Table of Contents
Introduction................................................................................................................................4
Overview of the MusicLens.......................................................................................................5
Situational Analysis...................................................................................................................7
PESTLE Analysis...................................................................................................................7
Political Factors..................................................................................................................7
Economic Factors...............................................................................................................8
Social Factors.....................................................................................................................9
Technological Factors........................................................................................................9
Legal Factors....................................................................................................................10
Environmental Factors.....................................................................................................10
SWOT Analysis...................................................................................................................10
Target market identification.....................................................................................................12
Marketing objectives................................................................................................................12
Marketing mix strategy............................................................................................................13
Product.................................................................................................................................13
Promotion.............................................................................................................................13
Place.....................................................................................................................................14
Price......................................................................................................................................14
Implementation plan.................................................................................................................14
Conclusion................................................................................................................................16
References................................................................................................................................18

3MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
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 and it is seen that the business enterprises are increasingly taking the
help of these disruptive technologies to enhance their organisational effectiveness or
efficiency. Fleisher & Bensoussan (2015) are of the viewpoint that the impact of the different
disruptive on the business operations of the business enterprises is not merely limited to the
business models used by the contemporary enterprises but also encompasses the products or
services offered by them as well. As a matter of fact, over the years it had been seen that the
business enterprises taking the help of the disruptive technologies have created the kind of
products or services which were unthinkable in the earlier times (Frösén et al., 2016). In this
regard, mention needs to be made of the MusicLens eyeglasses offered by the enterprise of
the same name which enables the individuals to listen to music or radio, make calls and other
similar activities through the help of the eyeglass itself (Inews.co.uk, 2019).
Jenkins and Williamson (2015) have noted that the business enterprises also need to
modify or amend the marketing strategies on the basis of the products or services that they
are offering to the customers. In addition to these, it had become imperative for the business
enterprises to take into account or consideration the requirements or the demands of the
external business environment of their operation. However, the major problem arises because
of the fact that the majority of the business enterprises fail to take into perspective neither the
requirements or the demands of the external business environment of their operation nor
amalgamate their marketing strategies or objectives on the basis of the nature of the services
or products that they offer to the customers (Prajogo, 2016). This report intends to conduct a
situational analysis of the MusicLens eyeglass and thereby recommend possible marketing

4MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
strategies and objectives for the same while highlighting the target market that it needs to
focus on for the concerned eyeglasses.
Overview of the MusicLens
Lindgreen and Di Benedetto (2018) have articulated the viewpoint that an important
trend seen within the modern-day business world is the fact that the contemporary customers
are showing an ever-increasing propensity towards the different kinds of smart products. As
opined by Aghazadeh (2015), one of the most important aspects of the different smart
products is the fact that they take the help of the disruptive technology of ‘internet of things’
and others so as to create the kind of products or services which would be appreciated by the
people. As a matter of fact, in year 2018 itself it was seen that the demand for the different
kinds of smart products especially related to the genre of electronic 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). The below given figure indicates the increase in the
demand for the different smart products offered by the business enterprises which the
enterprise MusicLens intends to capitalise on-
Figure 1: Increase in the demand for smart products from 2009-2021

5MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Source: Lindgreen & Di Benedetto, 2018
Music Lens is a business enterprise which over the years had been trying to
amalgamate technology with the basic eyeglasses worn by the common people (Forbes.com,
2019). More importantly, as per the official website of the enterprise under discussion here,
Music-lens.com (2019), the motto of the enterprise is to create the kind of eyeglasses which
while helping the users to see better would also cater to their entertainment or more precisely
their musical needs. This is precisely one of the major reasons why the recent eyeglasses
offered by the enterprise under discussion here offers the opportunity to the users to listen to
music radio and indulge in other kinds of entertainment through the usage of their eyeglasses
itself. Furthermore, the concerned enterprise had also integrated the technology of making
voice calls within the eyeglasses offered by it (Inews.co.uk, 2019). This feature offered by the
concerned eyeglasses are in response to the increasing amount of demand shown by the
customers for the kind of eyeglasses which will help them to make voice calls while catering
to their other entertainment needs (Chicagotribune.com, 2019). In addition to these, it is seen
that the concerned 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). Furthermore, the customers even have the
opportunity to get the eyeglasses custom-made on the basis of the eye prescriptions given by
their eye specialists (Forbes.com, 2019). The resultant effect of this is that the eyeglasses
manufactured by Music Lens is often seen as a kind of wish-fulfilment for the individuals
regarding the kind of services that they had wished for from the eyeglasses that they wear. In
this regard, it needs to be said that these features that the concerned eyeglass integrates have
been much appreciated by the customers and this becomes apparent from the review given by
Chicagotribune.com (2019) when it said that “MusicLens up - they could just be the most
powerful, cheaper, functionally smarter and certainly more stylish smart glasses”.

6MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Situational Analysis
Atwal and Williams (2017) have articulated the viewpoint that the framework of
situational analysis offers the opportunity to business enterprises to not only analyse their
external and internal business environment but also the kind of business competition that they
are likely to face in the business markets of their operations. More importantly, as opined by
Baker (2016), this is important since the results obtained from the situational analysis
frameworks offers the required information to the business enterprises on the basis of which
they can formulate or design their business strategies so as to effectively capitalise on the
opportunity presented by the market and also mitigate the threats as well. An analysis of the
eyeglasses offered by Music Lens on the basis of this framework in the nation of Australia
would reveal the below given information-
PESTLE Analysis
Political Factors
Watrobski, Jankowski and Ziemba (2016) are of the viewpoint that one of the major
requirements of the business enterprises for the effective conduct of their business operations
or activities is a safe as well as a stable political environment wherein they would be able to
conduct their business operations in an adequate manner. In this regard, it needs to be said
that the nation of Australia is a “federal parliamentary constitutional monarchy” whereas the
Crown of England is the figurative head of the nation and the Prime Minister is the executive
head of the state (Australia.gov.au, 2019). Furthermore, it had been seen that over the years
the concerned nation had not faced any major political struggles and also the national
government itself takes various kinds of initiatives for the growth of trade and commerce. In
addition to these, it is seen that the active trade relations that the concerned nation shares with
the different Commonwealth nations, the lenient tax rates, the low level of corruption which

7MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
exists in the nation, the lesser number of trade restrictions and others which exist in Australia
greatly favours the business enterprises of the nation like Music Lens and others.
Economic Factors
Wagner and Eggert (2016) are of the viewpoint that the nation of Australia over the
years had emerged as one of largest “mixed-market economies” of the world and is also the
country with the 2nd largest per capita income. In addition to this, it is seen that the concerned
nation is the home to some of the largest business enterprises of the world like Woolworths,
Wesfarmers and others which greatly supports the national economy of the nation. A
comparison of the national economy of Australia with the other nations of the world is being
represented by the below given figure-
Figure 2: Comparison of the Australian economy with the national economies of the
other nations
Source: Wagner & Eggert, 2016

8MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
The Australian government charges nominal amount of tariff charges, tax charges,
subsidy charges, import and export charges and others from the different business enterprise
operational in the concerned nation. Furthermore, the unemployment rate of the concerned
nation is only 3.6% which greatly favours the business activities of the enterprises of the
nation like Music Lens and others (Australia.gov.au, 2019).
Social Factors
The people of Australia like to wear trendy eyeglasses regardless of the fact whether
they require the eyeglasses for vision or not (Homburg, Jozić & Kuehnl, 2017). In addition to
this, another important trend which is being seen within the society of the concerned nation is
the fact that the people like to listen to music, make frequent long-hour phone calls to their
friends or family members and indulge in other kinds of entertainments (Bagozzi et al.,
2018). In this regard, it needs to be said that the eyeglasses offered by Music Lens have been
manufactured taking into account these aspects of the people of the nation of Australia.
Technological Factors
Baker and Saren (2016) are of the viewpoint that Australia is a technological
advanced nation and its diverse business enterprises are taking the help of this advancement
to improve the quality of products or services that they offer and also to enhance the customer
experience as well. More importantly, it is seen that the different Australians like to use
different forms of technologies in their day-to-day lives be it for entertainment purposes or
for the purpose of completing their other tasks (Watrobski, Jankowski & Ziemba, 2016). In
this regard, it needs to be said that this technological environment which exists in Australia
acts as an opportunity for the eyeglasses offered by Music Lens since it uses this
technological advancement and also the manner in which the people extensively use
technology to cater to the needs of the people.

9MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Legal Factors
Australia has stringent corporate legislations or regulations that the business
enterprises are required to follow for the purpose of conducting business in the concerned
nation. As a matter of fact, it is seen that the concerned nation has specific legislations related
to employees, market, competition, product or service quality, people management and others
along with the environmental legislations (Australia.gov.au, 2019). It is pertinent to note that
the business enterprise Music Lens would have to follow these legislations or regulations for
the conduct of their business operations in the concerned nation.
Environmental Factors
Australia is an important member of the Paris Agreement (2016) and thereby the
business enterprises of the concerned nation are required to lower down the amount of
harmful pollutants released by them by more than 2.1% (Australia.gov.au, 2019). In addition
to this, the business enterprises like Music Lens and others for the process of their business
operations in the concerned nation are also required to follow its other regulations related to
the environment like Clean Water Act, Clean Land Act and others (Australia.gov.au, 2019).
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

10MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
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
Chonko and Hunt (2018) have articulated the viewpoint that the business or the
financial prospects of the business enterprises greatly depends on the kind of target market or

11MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
the customer base that they focus on for the sale of the commodities or the services offered
by them. As opined by Chernev (2018), this is perhaps one of the major reasons why the
business enterprises try to undertake effective market researches or customer surveys and
thereby try to integrate the results that they have got through the same within the domain of
the commodities or services offered by them. In the particular context of the eyeglasses
offered by Music Lens, it can be said that the concerned enterprise needs to focus on the
individuals related to the age bracket of 24-38 years of age from the affluent families. This
customer base or target market is suitable for the eyeglasses offered by the concerned
enterprise because of various reasons. For example, it had been seen that the individuals
related to this particular demographic of the population are the ones who not only like to
listen to music or radio or indulge in long duration telephonic conversations and also like to
wear trendy eyeglasses. Furthermore, by focusing on the individuals related to the affluent
background are more likely to able to afford the eyeglasses under discussion here. On the
score of these aspects, it can be said that the concerned business enterprise would be able to
gain in a substantial manner by taking the individuals related to affluent background and in
the age bracket 24-38 years of age.
Marketing objectives
The two important marketing objectives that the business enterprise Music Lens can
use for the eyeglasses under discussion here for the coming twelve months are listed below-
 Increase in the customer base or the target market of the eyeglasses by more than
10%
 Increase in the financial returns earned by the enterprise on the score of the
eyeglasses by more than 15%

12MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing mix strategy
Product
Homburg, Jozić and Kuehnl (2017) have articulated the viewpoint that the success
attained by the business enterprises greatly depends on the kind of commodities or the
services that they offer to their customers and also the extent to which they are able to
integrate the demands or the expectations of the customers within the domain of the
commodities or services offered by them. In this particular context of Music Lens, it needs to
be said that the eyeglasses offered by the concerned enterprise can be seen as an effective
marriage between technology and the basic eyesight needs of the people (Forbes.com, 2019).
In this regard, it needs to be said that the eyeglasses offered by the concerned enterprise takes
into account the entertainment needs of the customers along with their basic eyesight needs
and also style statement as well (Inews.co.uk, 2019). In addition to these, it is seen that the
eyeglasses under discussion here are equipped with the latest technological advancements so
as to effectively fulfil the basic needs or the expectations of the customers.
Promotion
Baker and Saren (2016) are of the viewpoint that one of the most important
promotional measures that the different modern-day business enterprises have at their
disposal is the usage of the digital marketing strategies like content marketing, search engine
optimisation (SEO), social media marketing and others. Recent researches have clearly
pointed out that the business enterprise which are taking the help of the different kinds of
digital marketing strategies have a far greater chance of gaining success rather than the
business enterprises that take the help of traditional marketing strategies (Bagozzi et al.,
2018). More importantly, it had been seen that the usage of digital marketing strategies not
only enables the business enterprises to reach out to a larger number of people but is also
cost-effective and has more appeal for the people related to the younger age bracket

13MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
(Chernev, 2018). On the score of these aspects, it can be said that the usage of digital
marketing strategies would offer substantial benefits to the concerned enterprise.
Place
Music Lens sells the eyeglasses under discussion directly from their official website
and also the app that they have developed which the customers can easily download. More
importantly, the enterprise would be able to substantially enhance the distribution of the
concerned eyeglasses in the business market of Australia through the usage of different third-
party retailers. In addition to these, the inculcation of effective relations with the different
eyeglass outlets of Australia wherein the customers would be able to purchase the eyeglasses
would also help the enterprise to achieve its marketing objectives.
Price
Music Lens is presently taking the help of premium pricing strategy for the pricing of
the eyeglasses that it offers to the customers. The effective usage of this strategy will enable
the concerned enterprise to effectively focus on the quality of the eyeglasses and thereby
satisfy the customers and also earn the loyalty of the customers as well (Lovelock &
Patterson, 2015). This in turn is likely to help the enterprise to attain or achieve its marketing
objectives and also success in the nation of Australia.
Implementation plan
The below given table is a 12-month implementation plan that the enterprise under
discussion here can use for the implementation of the marketing strategies that it has
formulated for the eyeglasses offered by it and also the different activities that it needs to
perform-
Activity Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth
Mo
nth

14MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
1 2 3 4 5 6 7 8 9 10 11 12
Market
Researc
h
Designi
ng of
the
eyeglass
es
Price
Setting
Promoti
on
Distribu
tion
Evaluati
on the
success
Custom
er
feedbac
k
collecti
on
Feedbac

15MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
k
Integrati
on
Conclusion
To conclude, the business enterprises presently are taking the help of different
disruptive technologies for the development of various kinds of smart products which are far
superior to the other kinds of products or services earlier offered to the customers. However,
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. In addition to these, they are also required to formulate
effective marketing objectives which in turn would guide the marketing strategies that they
use for the smart products. Furthermore, the selection of the right kind of target market or
customer base is also important from the perspective of the smart products that they offer to
the customer along with the right kind of implementation plan for the effective
implementation of the marketing strategies that they have formulated. These aspects of the
process of marketing management and promotion become apparent from the above analysis
of the eyeglasses offered by Music Lens which takes into account the entertainment needs of
the users and also their eyesight requirements as well.

16MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
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