Marketing Analysis of Indiegogo's Music Lens Campaign

Marketing

Marketing 1
Contents
Introduction................................................................................................................................2
Situation Analysis......................................................................................................................2
Company analysis...................................................................................................................2
Environmental analysis..............................................................................................................2
PESTEL Analysis...................................................................................................................2
Competitive analysis..............................................................................................................3
Customer analysis...................................................................................................................3
SWOT and TOWS analysis....................................................................................................4
Problem statement......................................................................................................................4
Target market identification.......................................................................................................4
Objectives...................................................................................................................................5
Marketing mix strategy..............................................................................................................5

Marketing 2
Introduction
Indiegogo is a US based company. The company has conducted low key market activities on
the constant basis for promoting products. Indiegogo is a US based company so the
awareness of the company along with its campaign is growing. The music lens campaign has
opportunity to update customers as they can listen music from the sunglasses.
The company is in the growth stage of the product life cycle and looking for the marketing
opportunities to contribute in expansion. Music lens are powered by the advanced bone
conduction audio glasses. It provides access to the music, radio and calls through the glasses.
Situation Analysis
Company analysis
Indiegogo is a global crowd funding website. It was established in 2006 and having
headquarter at San Francisco, California. It is one of the kinds of website offering crowd
offering. It enables people to importune funds for an idea, charity and start up. This site offers
a reward based system to investors and customers who are willing in assisting to fund a
project (Garza Jr, 2017). They can donate and receive a gift other than the equity stake in the
company.
Indiegogo is used extensively by all kind of entrepreneurs. The company raise dollars for the
crowd funding projects. The company do not publically release its performance data. It has
collectively 44,000 crowd funding campaigns. This report includes the music lens campaign
of Indiegogo (Fraade-Blanar & Glazer, 2017). Music lens is the unique smart glass which
speaks to music lovers, trendsetters and the persons busy with their lifestyle. A person can
listen to the music, tune into the radio and make phone calls without even putting anything in
the ears.
Environmental analysis
PESTEL Analysis
Political factors: The political condition is stable which allows investors to feel assured in
their purchases. The government addresses the political changes taking place in the country.

Marketing 3
Australia is linked to several organizations like OECD, WTO, Commonwealth of Nations and
G20.
Economic factors: It is the good sign that the economy is growing at a good rate. The
country remains a low cost location for the foreign investors. The problem faced by the
companies is in paying taxes which is 30%. It does not affect to a business if it is having
turnover less than $25 million. It is because the company will qualify for the lower tax
bracket (FitzPatrick, 2017).
Social factors: Australia is divided into three social classes identified as working, middle and
upper class. The classes are also recognised by the mannerisms, sports participation and
entertainment.
Technological factors: Australia is known to be active in the technological innovations. The
country adopts technology on the constant basis and implements in the organizations (Findlay
& Garnaut, 2017).
Legal factors: The country is having fair trading laws, consumer laws and competition laws.
The legal system of the country ensures fair trading for the customers and businesses.
Environmental factors: Australia is known for the brilliant biodiversity. The climate
challenges are faced in the country (Holmes, et al. 2019).
Competitive analysis
Music lens offers the music devices of the next generations and the devices are highly
convenient, safe, trendy and are the healthy hearing choice. There are no widely used smart
glasses in the market. In such a scenario, Music lens can be the first affordable smart glasses
due to its practical uses (Epstein, 2017).
Major competitors
Fielmann
Operates and invests in optical business globally
The company was established in 1972
Healthcare, retail, accessories and eyewear optics
Vera Bradley