Marketing Manager

This document provides a detailed analysis of the marketing plan and strategies for a fictitious company launching a headphones range in Australia. It covers the marketing situation, SWOT analysis, objectives, and various marketing strategies such as positioning, product strategy, and pricing strategy.

STUDENT NAME
MARKETING
MANAGER
Running Head: MARKETING MANAGER 0

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Contents
1.0 Introduction...........................................................................................................................3
2.0 Marketing situation...............................................................................................................4
2.1 Marketing description............................................................................................................4
2.2 Key features of the product....................................................................................................4
2.3 Major competitors..................................................................................................................5
3.0 SWOT Analysis.........................................................................................................................6
4.0 Objectives.............................................................................................................................8
5.0 Marketing strategy................................................................................................................9
5.1 Positioning.............................................................................................................................9
5.2 Product strategy.....................................................................................................................9
5.3 Pricing Strategy...................................................................................................................10
5.4 Promotion Strategy..............................................................................................................11
5.5 Distribution Strategy............................................................................................................12
5.6 Marketing Communication Strategy....................................................................................13
6.0 Action Plan.........................................................................................................................14
7.0 Controls....................................................................................................................................18
8.0 Budget and P&L......................................................................................................................19
Estimated Budget.......................................................................................................................19

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Profit and Loss Statement..........................................................................................................19
9.0 Contingency planning..............................................................................................................22
10.0 Conclusion.............................................................................................................................23
References......................................................................................................................................24

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1.0 Introduction
A marketing plan is a subsection of a business plan, which includes various steps for
development like analyzing the market situation, understanding the objectives of the marketing
plan, analyzing SWOT of the brand or company, and creating marketing strategies for the brand.
Moreover, a budget is fixed, within which the marketing plan is to be developed. The report aims
to understand the marketing plan and its aspects in detail, for which a fictitious company case
will be considered (Adam & Kotler, 2014).
QUAD is an Australian-based brand, of PROTECTA, willing to launch a headphones range in
Australia, with various innovation. The company was founded in August 2002, and the current
marketing director of the company is Mr. Allen Chen. The company prefers to import the goods
from another nation that is China but the packaging is done in the home country itself. Four new
products would be launch by the company in Australia, for which the marketing plan will be
developed in the report further.

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2.0 Marketing situation
Initially, before developing the marketing strategies for the brand, it is essential to understand the
current situation of the target market that is headphone market of Australia. This is to analyze the
competitive industry of headphones, for better strategies to create.
2.1 Marketing description
As already mentioned in the previous section, the company is trading Quad headphones in
Australia, which is the home country of the company. The target customer segment of the
company is bifurcated into three groups that are sports and fitness person, travelers, and youth
for playful use or fashion (Ang & Rusli, 2018).
The needs that the products will be able to fulfill are music listeners for people who are traveling
or travel often. Moreover, the sportsperson would be the target segment while fulfilling the need
of listening to music while exercising, doing gym, running, or sports practicing, to enhance the
mood for a workout. Moreover, youth is very much indulging in listing music, watching videos,
and playing online games, and it is one of the latest fashion that youth like to follow, for which
the QUAD headphones wireless, and wired will suffice according to their needs (Armstrong &
Giardina, 2016).
2.2 Key features of the product
Two types of product category are made available by the brand that is wired headphone, and
wireless headphone. The key features existed for both types of headphones are as follows:
 Audio compatibility – the product is compatible with most of the smartphones, which is
one of the key features of the headphones. Especially in the case of wireless headphones,
as compatibility with Bluetooth is essential (Bach, 2017)

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 Water resistant – it is one of the major problems in various electronic devices, that they
are damaged in case got wet. This is the key feature of QUAD headphone that they are
water resistant
 Easy to carry – the product is handy and packaging is more forced over the ease of
carrying the product while running or traveling. This is taken into account especially in
case of wireless headphones, as the risk of dropping increases
 Long hours battery life – the battery is a major issue for most of the people, which
QUAD products are full filling with its key feature of long battery life
 High sound resolution – the sound is the major aspect for headphones, and the company
is providing high sound resolution
 Call and volume control – controlling the volume of the product and call acceptance and
reject with the headphones itself
 Latest designing – the designing of the product is according to the latest fashion, and
available in three different colors that are black, red, and white (Bakir & Rose, 2015)
2.3 Major competitors
1. Philips – Philips is one of the key competitors of the company, as the company is dealing in
electronics for many years, and has created a good brand image. The marketing strategy for the
company is innovation, high quality, and reliable products
2. Samsung – this is another major competitor, as it is one of the global leaders in the electronic
section. The key strategy of the company to target the audience is offering products for different
income group customers.

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3. Sony – this company is considered as another global leader in electronics. The company’s
unique selling proposition or one of the marketing strategy is focused product over sound and
high audio compatibility with different smartphones, and electronic devices.
3.0 SWOT Analysis
Strengths
 Innovation
 Company image
 Attractive designing
Weakness
 Declining revenue
 New customer attraction
 Rapid changing market
Opportunity
 Extensive promotion
 Brand awareness
 Targeting new customer segment
Threats
 High competition
 Customer acceptability
 New entrants
Strengths
 Innovation – the key objective of the company while introducing this product range is
innovative and unique products to offer to the customer. This is one of the major strength
of the products, which is considered to be a unique selling proposition (Balmer & Abratt,
2016)
 Company image – the existing goodwill of the company is building, and good. This will
be helpful while creating a brand image of the product range and positive customer
perception for the products (Bao & Xia, 2015)

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 Attractive designing – the designing of the product is very attractive and available in
three colors to attract different customer segments according to age and usage, that is
white, red, and black. Moreover, the designing of the product is according to the latest
fashion scenario, and ease of use and carry. This seems to be a great strength of the brand
(Boone, 2016)
Weakness
 Declining revenue – it was observed that the revenue was decreasing of the company,
which is one of the weakness, as the pressure for earning revenues for the new launch
products increased to a large extent (Chari & Feng, 2018)
 New customer attraction – the need for attracting new customer increases according to
the target market, for which the company needs to spend a large amount of finance in
promotional activities
 Rapid changing market – the industry in which the company exist is a dynamic and
changing rapidly, which could be one of the weakness for the brand (Burdo, 2018)
Opportunity
 Extensive promotion – one of the future opportunity for the company is attracting new
customer with the help of marketing, and promotion to a large level, for increased sales
and profits of the company
 Brand awareness – another opportunity of the company is to enhance brand awareness
through marketing strategies for the company to enhance sales, and increase the customer
base of the brand

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 Targeting new customer segment – other than the existing target segment, the company
has an opportunity to target other customer groups as well for increased customer base
and sale (Ho, 2014)
Threats
 High competition – one of the major threat of the company is the global leaders and a
large number of competitors like Philips, Samsung, apple and many more
 Customer acceptability – the acceptability of the customer is another threat to the
company. For illustration, wireless headphones may be not accepted by old age group
customers
 New entrants – since in this industry, the entry for new companies is not much restricted,
and they could be a threat to the existing products or services as they will bring new
technology and innovative idea to the market (Forster, Gill, & Dunn, 2018)
4.0 Objectives
1. Increase brand awareness to 25% – the objectives for QUAD product range is to enhance
brand awareness among the customers and attract more and more customers. This has to
be achieved in next six months, which could be measured in form of increment in
customer database. The issue of negative publicity could affect this objective to achieved
on time.
2. Increase in revenue – the revenue is declining, which seems to be one of the major issues
for the company, for which the QUAD product objective is to increase the revenue by
minimum 15% within a year. The existing revenue was declining, which is one of the
major issue to hamper this objective to achieve.

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3. Sustain in the industry with Competitive advantage – another major objective is to
enhance the brand for its competitive advantage to sustain in the market or industry,
which included product innovation, pricing strategy to target more and more customers
(Hunt & Bicen, 2017). This needs to be perform within a year, and can be measured
through increase in sale when compared to the major competitor in the same product
range. Change in competitor strategies could be the major issue while achieving this
objective.
Among the above-identified objectives of the company, one of the most crucial objectives or
issue is to increase the sale of the company by 15%. This is the key objective for which new
innovative product range of QUAD is to launch in the market. The marketing strategies of the
brand are to be created in the way that the sale of the brand increases next year. To accomplish
this objective, various marketing strategies will be created, which includes a price penetration
strategy to target different income group people in the market and enhance the revenue (Read,
2013)
5.0 Marketing strategy
5.1 Positioning
Positioning is a crucial decision while creating the right marketing strategy for the company. it is
essential to position the new product launch in the market through regular, entry-level or
premium segment. Since the QUAD is a completely new product in the market, with the
innovation of four earpieces, the positioning strategy appropriate for the brand is the entry level.
This is one of the first types of the product range available in the Australian market. this brand
positioning is responsible for creating an image of the brand and product according to the

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customer. The positioning strategy for QUAD includes innovation, fashion designed product,
and high-quality product.
Moreover, brand positioning is helpful in standing out the brand amongst its competitors that are
gaining competitive advantage in the industry. This will be better executed through correct
marketing communication strategy (Salar & Salar, 2014)
5.2 Product strategy
The company is offering four types of QUAD products that are :
 Wireless in-ear headphone
 Wired in-ear headphone
 Wireless over-ear headphone
 Wired over-ear headphone
The key attractive attribute of the headphones is that they are offered with four earpiece,
which means two people can enjoy listing music at the same time with equal sound quality.
Moreover, another attribute is product designing, which includes offering the products in
three vibrant colors to offer to different age group customers and according to the usage. The
colors availability is white, red, and black.
Product innovation is a major product strategy of the company, this includes the innovative
product range through the usage of the product by two individuals at the same time. This is
one of the competitive advantages for the company, as being the first mover for this range of
the product. Therefore the product differentiation strategy of the company seems to be
helpful in achieving the objectives of the company (Trivedi, 2016)

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5.3 Pricing Strategy
1. Competitive pricing – one of the most suitable pricing strategies for the new launch product
rage in Australia is competitive pricing. Since the industry is a fast-growing and competitive
industry, in case of major difference in price, the customer could shift to another brand for
headphones. Therefore, it is essential for the company to offer the price, which is according to its
major competitors. This marketing strategy is adaptable in case of wireless products range, as it
is an innovative product, which is one of the competitive advantages for the company
2. Price penetration – this pricing strategy is suitable for marketing the wired products, as it is
not as innovative as the wireless one. For this, the company can introduce the product with
relatively low pricing, to attract a number of customers, and attract their competitor’s customers.
This strategy will be helpful while attracting customers from different income groups. Moreover,
this could be one of the competitive advantages of the company (businessjargons, 2018)
5.4 Promotion Strategy
The company focuses on extensive promotion strategies to enhance brand awareness and
increase the revenue of the company. The tools used for the promotion are:
 Advertising – this is the most common and effective way to promote any product of the
company, and reach out to a large group of audience at the same time. One of the
disadvantages is that it is expensive to tool for the company, nevertheless can be helpful
in increasing the revenue of the company, and enhance brand awareness. The advertising
can be through television ads, that is audio video promotions (chiefoutsiders, 2018)
 Print media promotion – this is another way to advertise the products of QUAD, the print
media promotion include advertisement of the company through journals, magazines,

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pamphlets, hoardings and much more. This is also helpful to reach a large audience at the
same time but with a relatively lower cost than that of audio-video advertising.
 Sponsorship – this is the promotion of the brand name and increase brand awareness
through sponsoring some of the award functions, or hotel branches, or movies, and
sponsor events. This is the most popular way of promotion by one of its major competitor
that is Samsung (oncheong, 2018)
 Social media marketing – this is one of the most famous and latest ways to reach out to
the customer and promote the brand using social media platform. With the changing
pace, it has been observed that people are spending most of the time on social media, like
Facebook, Snapchat, Twitter, and Instagram. Advertising through social media platforms
is one of the best ways to market the goods as the outcome of the promotions can be
observed their itself by observing the reaction of the customers like comments, likes, and
visit the online store through social media. One of the challenges for this promotional
tool is that a complete human resource team is required to handle this because the
requirement is for 24/7 of human resource
 Email marketing – this is also the latest way to reach out to customers, and this will be
helpful in building personal; relationship with customers. This marketing is helpful to
offer customers various sales promotions offer like a discount for the day. This is helpful
in reminding customers about the product and brand. Moreover, the after-sale service can
be provided through this tool and induces them to purchase the products. which will
create a better brand image
 Sales promotion – this is a traditional and most common way to attract customers to
purchase the goods. Thus, include various inducing tools like discounts, membership

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offers, coupons, and testing the products in the market. Moreover, the effectiveness of the
sales promotion can be observed instantly and reflect directly to the increase in revenue
of the company.
 Publicity – Publicity is a very effective way to reach out to the customers and increase
brand awareness among the audience (businesstopia, 2018)
5.5 Distribution Strategy
The distribution strategy of the company includes the three-way channel that is the use of
wholesalers and retailers for reaching to the customers. The reason being, more and more
customers can be reached and retailers can be helpful in after-sales services, or any issue
regarding connection etc.
Moreover, some of the latest strategies for distribution includes online selling, which is one of
the modern ways to reach out to the customer globally. The company offers the customers, the
online purchase through the company’s personal website, or various other online platforms like
Amazon, Flipkart, and similar platforms. This would be helpful for the company to avoid
intermediaries and sell directly to the customers. The import channel is another concern of the
company, as it imports goods from China. For this, the company strategizes to have established
its own distribution system.
The company’s distribution strategy also includes selecting appropriate partners, which means
choosing the delivery partners, or retailing partners that is well aligned with the business nature
and capable of selling goods to accomplish the objective of increasing revenue of the company.
Moreover, in today’s world, it is important to deliver the goods with the tracking system and the
latest technology used while delivering the goods to the customer (chiefoutsiders, 2018)

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5.6 Marketing Communication Strategy
The marketing communication the way through which the company would prefer to reach to the
customers, it is one of the complex function, which will constitute the marketing communication
of the company. The marketing communication strategy of Quad includes trademarks, logo,
branding, public relations, and product positioning. Moreover, the advertising and corporate
social responsibility of the company is part of MCS. This is essential to portray correct image of
the company in customers mind or according to customer perception. The company largely
focuses on CSR activities. This includes the energy consumption, through its long battery life
products and low energy used for charging the product, the company wants to portray a
responsible brand and following its responsibility towards the society and environment as well
(Sharma & Gautam, 2017)
6.0Action Plan
Action taken Feb March April May June July
Planning
Product
verification
Product/
concept testing
Implementation
/ product launch
Initial control

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Table 1: Action Plan (Six months)
The action plan is a stage where the specific timeline is presented for every action to be taken
and needs to be completed on scheduled time span for successful implementation of the project.
In this case, the action plan is created for QUAD product launch in short term that is within six
months, and actions that will be taken within a year of the launch to ensure that the objectives of
the project are achieved (Slack, 2015).
From the table, it can be said that there are five major actions that will be taken for the product
launch within six months.
 Planning – first action that is required for starting the product launch is planning, this step
includes all the aspects of the project to be decided and planned properly, this step is a
crucial one because it will be considered as the base for the project. This step includes
various other sub actions like research on the market situation, the current headphone
scenario, understanding the need of the customers, deciding on the resources required,
planning the budget of the project and most importantly deciding of the manufacturing or
importuning decision. PROJECTA decided to launch the QUAD product range in
Australia, and planned to import it from China and packaging will be conducted in
Australia. Various other major decisions are taken within the first month of the project
(business.qld.gov, 2018)
 Product verification – after deciding on the product range and the idea of the product
launch, the next action that the company will take is to ensure that the product they are
going to offer to the customers are up to date and will be beneficial in achieving the
company’s objective. The product is verified in the second month of the project
implementation (Duggan, 2018)

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 Early promotion – another action is to be taken after verifying and finalizing the goods
that are four earpiece headphones in four different varieties, is to create awareness among
the market about the product about to launch, that is conducting early promotions. This
could include concept testing, that is test the new concept or product in the Australian
market, to ensure if it will be accepted by the public or not. Moreover, advertisement
through television and printed advertisements are to be done before launching the
products for the brand and product awareness (oncheong, 2018)
 Product launch or implementation stage – this is getting the plan into action, that is the
actual launch of the product; this could be done through an event organized by the
company, which will also be helpful in publicity of the brand. This stage is started in the
third month and will take some time to eventually implement and make the goods
available to the customer through a retailer and online platforms. This also includes
providing the initial launch offer to the customers and brand positioning is also created at
this stage, as it is essential to create a positive perception of the customers about the
product. Maximum resources will be required in this stage, some of them are delivery
resources, warehouses, machines, vehicles, and human resource (Gantt, 2018)
 Initial control – after launching the product into the market, it needs to be controlled
initially, and this action is also a crucial stage. At this action stage, it ensures if the
implementation is done as per the planning or not, if the customers are satisfied with the
products or not. It is checked if there are no manufacturing complaints from the
customers, or is the customer perception positive, are the promotional tactics used helpful
in creating brand awareness. This initial control is done in the sixth month, after the

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implementation. In case of any deviations, or problems found, instant action is taken by
the company (business.qld.gov, 2018)
Action plan for the long term that will be conducted within the year includes:
 Extensive Promotion – this the most important task to be performed by the company
to increase the sale of the goods and services after the launch. This will include mail
marketing, social media marketing through different platforms like Instagram, twitter,
and facebook. Moreover, the advertising promotions will be conducted extensively
for a year or more. This is to create brand awareness and increase the revenue of the
company through an increment in new product range sales (Bull & Sitas, 2016).
 Customer feedbacks – taking feedback is very improvement for any kind of
improvement and this also enhance the satisfaction level among the customers, which
the company is concern about the point of view of the customer after the sale has
been done. In case of QUAD headphone, the warranty is provided for a year, which
the company will ensure by contacting the customers through online, calls, or face to
face, if the products are satisfactory or if they can suggest any changes as per their
needs. This action will be done after the 3-4 months of the product launch and
according to the sales of the product conducted.
 Improved services – the services are improved after a time span, let’s say five
months, so as to induce customer through services rather than just with the product.
This could include after-sales services, installation services. Guiding customers to
utilize the product for more purposes. Any complaints must be resolved as soon as
possible. The delivery services must be improved with time (Gould, 2017)

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 Controlling – this is a continuous process, the planned action or results are compared
to the actual performance of the project that is the QUAD product launch. In case
there is the gap between the planned or actual, the corrective action is taken by the
company to fill in the gap. Moreover, the reason behind the gap is also identified, so
as to avoid such gap in future.
 Up gradation – this could include the upgraded version of the technology to be
searched, that can be helpful in creating upcoming product range. The requirement of
the customers which are not fulfilled through the existing product can be identified,
for generating an idea for a new product launch in the future. Moreover, after the
successful sale of the good, more color options can be introduced to the market, to
attract more customers, and sustain in the market (Bandura, 2014)
7.0 Controls
This is the stage where the actual performance after the product launched is measured and
is compared with the predetermined, expected or the planned results. For this step,
various test or techniques are considered for controlling.
1. Total quality control – this test is conducted on a regular basis to ensure that the
quality the company is producing, importing or offering to the customer is up to
the mark. This plays an important role because the quality is the key in products
like QUAD range, and most importantly the company claims to provide a high
quality product, which needs to be provided in truth, otherwise it will create a
negative image of the brand and the company, and could lead to failure of the
product range.

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2. Customer feedback – another way to test if the marketing plan is successful or not
is to acknowledge what customers feel about the product, and how was their
experience with the product. This feedback can be taken through online surveys,
rating through customers, telephonic feedback, or face to face feedback about
their experience with the company and the product. This is another form of testing
market research. In case the customers are facing any problem with the product, it
can be reviewed by the company and corrective action can be taken (Norman &
Verganti, 2014)
8.0 Budget and P&L
Estimated Budget (For one year)
Income sources QUAD products
educational service
Employees (total number) 30 employees
(Salary per employee is $ 400.)
Projected investment (equipment and material) $ 10000
Depreciation allowed for Machines and equipment @ 10% (SLM)
Start-up Expenses
Furniture & Fixtures $ 2,000
Equipment $ 900
Build out $ 10,900
Decorating, Painting, and Remodelling $ 300

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Installation of Fixtures & Equipment $ 3,300
Starting Inventory $ 2,000
Legal and Other Professional Fees $ 400
License and Permits $ 900
Advertising and Promotion $ 400
Consulting $ 300
Total $ 21,400
Profit and Loss Statement
(For five years)
Month 20 19 - 20 2020 - 21 20 21 - 22 2022 - 23 20 23 - 24
Income
Sales
Sale of services
$
6,000.00
$
8,250.00
$
11,343.75
$
15,597.66
$
21,446.78
Sundry Income (e.g. Commission earned)
$
-
$
-
$
-
$
-
$
-
Etc.
$
650.00
$
650.00
$
850.00
$
1,000.00
$
1,100.00
Total Sales
$
6,650.00
$
8,900.00
$
12,193.75
$
16,597.66
$
22,546.78
Less Discounts/Commissions
Sales Discounts given
$
99.00
$
136.13
$
187.17
$
257.36
$
353.87
Sales Commissions paid $ $ $ $ $

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66.00 99.00 110.00 130.00 132.00
Total Discounts/ Commissions
$
165.00
$
235.13
$
297.17
$
387.36
$
485.87
Total Net Income
$
6,485.00
$
8,664.88
$
11,896.58
$
16,210.29
$
22,060.91
Cost of Sales
Opening inventory
$
-
$
139.15
$
191.33
$
263.08
$
361.74
inventory Purchased
$
2,300.00
$
3,162.50
$
4,348.44
$
5,979.10
$
8,221.26
$
2,530.00
$
3,631.82
$
4,993.75
$
6,866.40
$
9,441.30
Less Closing Stock
$
126.50
$
173.94
$
239.16
$
328.85
$
452.17
Total Cost of Sales
$
2,403.50
$
3,457.88
$
4,754.58
$
6,537.55
$
8,989.13
Gross Profit
$
4,081.50
$
5,207.00
$
7,142.00
$
9,672.75
$
13,071.77
Expenses
General & Administrative
Bank charges
$
66.00
$
66.00
$
66.00
$
66.00
$
66.00
Credit card commission
$
12.00
$
34.00
$
35.00
$
34.00
$
35.00
Consultant fees
$
39.50
$
39.50
$
39.50
$
39.50
$
39.50
Office Supplies
$
120.00
$
120.00
$
120.00
$
120.00
$
120.00
Business insurance
$ $ $ $ $

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120.00 120.00 120.00 120.00 120.00
Etc.
$
-
$
-
$
-
$
-
$
-
Total General & Administrative
$
357.50
$
379.50
$
380.50
$
379.50
$
380.50
Marketing & Promotional
Advertising
$
120.00
$
120.00
$
120.00
$
120.00
$
120.00
Promotion - General
$
66.00
$
66.00
$
66.00
$
66.00
$
66.00
Promotion - Other
$
-
$
59.00
$
71.39
$
55.00
$
66.55
Etc.
$
-
$
12.00
$
14.52
$
11.00
$
13.31
Total Marketing & Promotional
$
186.00
$
257.00
$
271.91
$
252.00
$
265.86
Operating Expenses
Newspapers & magazines
$
29.00
$
29.00
$
30.00
$
29.00
$
31.00
Parking/Taxis/Tolls
$
105.00
$
121.28
$
140.07
$
161.78
$
186.86
Laundry/dry cleaning
$
89.00
$
122.38
$
168.27
$
231.37
$
318.13
Cleaning & cleaning products
$
68.00
$
93.50
$
128.56
$
176.77
$
243.06
Sundry supplies
$
46.00
$
63.25
$
86.97
$
119.58
$
164.43
Equipment hire
$
310.00
$
310.00
$
310.00
$
310.00
$
310.00
Etc. $ $ $ $ $

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- - - - -
Total Operating Expenses
$
647.00
$
739.40
$
863.87
$
1,028.50
$
1,253.48
Motor Vehicle Expenses
Fuel
$
160.00
$
110.00
$
110.00
$
110.00
$
110.00
Vehicle service costs
$
18.50
$
17.50
$
17.50
$
17.50
$
17.50
Total Motor Vehicle Expenses
$
196.35
$
140.25
$
140.25
$
140.25
$
140.25
Website Expenses
Domain name registration
$
23.00
$
23.00
$
23.00
$
23.00
$
23.00
Hosting expenses
$
28.50
$
28.50
$
28.50
$
28.50
$
28.50
etc
$
-
$
-
$
-
$
-
$
-
Total Website Expenses
$
56.65
$
56.65
$
56.65
$
56.65
$
56.65
Employment Expenses
Permanent
$
-
$
-
$
-
$
-
$
-
Salaries/Wages
$
120.00
$
165.00
$
226.88
$
311.95
$
428.94
Total Perm. Employment Expenses
$
132.00
$
181.50
$
249.56
$
343.15
$
471.83
Casual
Salaries/Wages
$
56.00
$
89.00
$
98.00
$
120.00
$
131.00
Total Casual Employment Expenses $ $ $ $ $

MARKETING MANAGER 24
61.60 97.90 107.80 132.00 144.10
Work cover Insurance
$
-
$
-
$
-
$
-
$
-
Total Employment Expenses
$
193.60
$
279.40
$
357.36
$
475.15
$
615.93
Occupancy Costs
Electricity/Gas
$
286.00
$
393.25
$
540.72
$
743.49
$
1,022.30
Telephones
$
57.00
$
57.00
$
57.00
$
57.00
$
57.00
Rates
$
12.00
$
12.00
$
12.00
$
12.00
$
12.00
Rent
$
156.00
$
156.00
$
156.00
$
156.00
$
156.00
Repair & maintenance
$
68.00
$
68.00
$
68.00
$
68.00
$
68.00
Waste removal
$
28.50
$
28.50
$
28.50
$
28.50
$
28.50
Total Occupancy Costs
$
607.50
$
714.75
$
862.22
$
1,064.99
$
1,343.80
Total Expenses
$
1,991.60
$
2,370.05
$
2,735.86
$
3,200.14
$
3,859.56
Net Profit / (Loss) before tax
$
2,089.90
$
2,836.95
$
4,406.14
$
6,472.60
$
9,212.21
Less: Tax expenses
$
626.97
$
851.08
$
1,321.84
$
1,941.78
$
2,763.66
Total Year to Date Net Profit / (Loss)
$
1,462.93
$
1,985.86
$
3,084.30
$
4,530.82
$
6,448.55
Profit and Loss Ratios Year 1 Year 2 Year 3 Year 4 Year 5

MARKETING MANAGER 25
Gross Margin
(Gross Profit / Net Income)
0.629375 0.600932 0.60034 0.596703843 0.5925
Net Margin
(Net Profit / Net Income)
0.322267 0.327408 0.37037 0.399289711 0.4176
Mark Up
((Net Income Less Cost of Goods
Sold) / (Cost of Goods Sold)) x 100
1.698149 1.505836 1.502129 1.47956739 1.4542
Break Even
( Expenses/((1-(Cost of Goods Sold/
Net Income))
3164.407 3943.959 4557.182 5363.031162 6513.7
9.0 Contingency planning
All the companies require the contingency plan, to sustain in the industry in the future.
PROTECTA will be focusing on two things for its contingency plan
1. Target market – this will include targeting new market with the same QUAD product
range. Another target market could be media industry, and business tycoons, for the
wireless range of products
2. Expansion internationally – this is entering into the new market with existing products of
the company. The company could introduce the QUAD product range to the United
States for creating more customer database and increase the revenue of the company in
long term (chicagoclimateaction, 2018).

MARKETING MANAGER 26

MARKETING MANAGER 27
10.0 Conclusion
To conclude from the report, it can be said that the PROTECTA is an Australian based company,
who was willing to launch an innovative and unique range of headphones in Australia. It will let
two individuals enjoy the listing experience from smartphones at the same time while providing
four-earpiece headphone in four different varieties. The different varieties of the QUAD brands
are wired and a wireless range of headphones. For QUAD, the marketing plan was prepared,
which included analysis of the headphone market in Australia, and the three major competitors
identified were Phillips, Sony, and Samsung, who are global leaders in electronics.
Moreover, through SWOT analysis, it was observed that the QUAD strengths were innovative
products and a positive image of the company. Considering the marketing strategy of the
company, product strategy was innovation and quality focused products, with price penetration,
and a competitive pricing strategy. Moreover, various promotional tools were used as extensive
promotional techniques. Although in case of any contingent condition, the contingency plan
included the expansion strategy, and targeting new market strategy for QUAD.

MARKETING MANAGER 28
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