Marketing Manager

Running Head: MARKETING MANAGER 0
MARKETING MANAGER
STUDENT NAME

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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