Marketing Management and Digital Marketing

Running Head: MARKETING MANAGEMENT AND DIGITAL MARKETING 0
Marketing management and digital marketing

MARKETING MANAGEMENT AND DIGITAL MARKETING 1
Executive summary
In this report, the marketing mix strategy of Motiv is made which is a personal
technology brand monitored on making devices that fit seamlessly into lives. A better
understanding is needed of the business environment so that the company can penetrate the
market in an effective way. Motiv Company identifies and analyzes the significant marketing
objectives to attain their short-term goals and targets. The effective use of the e-commerce
channel can also help the company in reaching its targeted segment.
In this report, the situation analyses is also made with the effective segmentation,
targeting and positioning strategy.

MARKETING MANAGEMENT AND DIGITAL MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Situation analysis.........................................................................................................................................3
Problem and Opportunity statement..........................................................................................................4
Segmentation, targeting and positioning....................................................................................................5
Potential segmentation strategy.............................................................................................................5
Marketing and 3 financial objectives...........................................................................................................7
Marketing objectives and goals...............................................................................................................7
Financial objectives and goals.................................................................................................................7
Formulation of marketing mix strategy.......................................................................................................8
Budget allocation for a promotional mix...............................................................................................10
Conclusion.............................................................................................................................................11
References.................................................................................................................................................12

MARKETING MANAGEMENT AND DIGITAL MARKETING 3
Introduction
Motiv is a personal technology brand monitored on making devices that fit seamlessly
into lives. These personal fitness trackers monitors the individual heart rate, sleep and steps
counter with the aim to enhance the people life in a better way. The company is forward thinking
group with backgrounds that conduct carry deep in software, hardware, design and data science
and many of their team members are come from different background and organizations like
Apple, CISCO and Fitbit. This gives them a superior advantage in building amazing products
and experiences. The company shares a commitment to generating ample solutions that connect
the human body with unique and innovative technology in an effective way. They also looking
for various effective e-commerce and digital solutions so that to reach to their target market.
Situation analysis
A better understanding is needed of the business environment so that the company can
penetrate the market in an effective way (Chi, Kilduff & Gargeya, 2009). This business
environment includes various internal and external factors help in understanding the firm
capabilities. The situational analysis also includes both macro and microenvironment factors.
 Customers – Customer of this product purchase due to many of the following factors like
convenience, customization, social trends, and it is important for the company to
understand these needs in an effective way. Some of the behavioral aspect also lead the
customer in buying this product. These customers include any individual whether a boy,
young age individual or employed person. There is no entry barrier in the market that
makes the company to focus more on the quality of the product.
 Competitors – In this fitness band industry, there are various competitors present in the
industry. These include –
 YMCA – This Company target low-income people who are looking for the
affordable fitness device. In addition, the company provides more features in the