Marketing Plan for Ooho

This study talks about a bio-degradable sachets manufactured in an organic way, using sea-weeds, by a startup company based in UK. Find out the strengths weaknesses, Opportunities as well as threats of Ooho products. Further this study also finds out the external factors like political , social , economic, technological, environmental as well as legal factors that may affect or accelerate the establishment as well s growth of Ooho products in the country of Australia.

Running Head: MARKETING PLAN FOR OOHO
MARKETING PLAN FOR OOHO
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MARKETING PLAN FOR OOHO
Executive Summary:
This study talks about a bio-degradable sachets manufactured in an organic way, using sea-weeds, by a
startup company based in UK. Notpla is the name of the orgnic process and the product is named as
Ooho. Ooho facilitates ‘consumption on the go’.
This study finds out that there are the strengths weaknesses, Opportunities as well as threats of
Ooho products. Further this study also finds out the external factors like political , social ,
economic, technological, environmental as well as legal factors that may affect or accelerate the
establishment as well s growth of Ooho products in the country of Australia.
This study finds out that one of the advantages of the Ooho products over the other
biodegradable packaging is the less costly production process. Further, with the help of an in
depth analysis of the marketing mix tools this study finds out that low pricing strategy can be
applicable to enhance the demand for the Ooho products.
From the evaluation of the marketing campaign this study also finds out that, providing extended
benefits to the targeted customers can be considered as a prudent promotional tool. The final
section of this report finds out the effective ways to allocate budget for the Ooho products.

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Table of Contents
MARKETING PLAN FOR OOHO.................................................................................................0
Executive Summary:........................................................................................................................1
1.0 Introduction................................................................................................................................3
Story behind the emergence of the product:................................................................................3
About the product:.......................................................................................................................3
1.1 Situation Analysis:................................................................................................................3
SWOT Analysis:..........................................................................................................................4
Strengths:..................................................................................................................................4
Weaknesses:.............................................................................................................................5
Opportunities:...........................................................................................................................5
Threats:.....................................................................................................................................6
Political scenario of Australia:.................................................................................................6
Economic scenario of Australia:..............................................................................................6
Social Scenario:........................................................................................................................6
Technological Environment:....................................................................................................7
Environmental:.........................................................................................................................7
Legal factors:............................................................................................................................7
1.2 Customer analysis and Problem Statement:..............................................................................8
Problem statement:.......................................................................................................................8
1.3 Campaign evaluation:................................................................................................................8
Budget Allocation:...........................................................................................................................9
1.4 Objectives and Marketing mix strategy.....................................................................................9
Marketing mix tool effective to fulfill the objectives is 4Ps of marketing:.................................9
Product:......................................................................................................................................10
Place:..........................................................................................................................................10
Promotion:..................................................................................................................................10
1.5 Conclusion...............................................................................................................................10
References......................................................................................................................................11
Bibliography:.................................................................................................................................12

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MARKETING PLAN FOR OOHO
1.0 Introduction:
Story behind the emergence of the product:
Plastics are indecomposable and contribute largely to the environment degradation, but
plastic bottles, sachets are essential, especially in the case of carrying water or other beverages or
sauce while travelling. Observing the severity of the issue Skipping Rocks Lab Ltd a startup
based in London discovered and patented Notpla, biodegradable packaging for liquid food and
beverages, facilitating consumption “on the go”(Notpla.com, 2019).
About the product:
Notpla products include small pouch, sachets useful to carry liquid food or beverage. Notpla
products are made in organic way using sea weeds. Hence one of the specialties of Notpla
products are, they are biodegradable. The film of the Notpla products are not only transparent but
also 100% edible (Notpla.com, 2019). The most wonderful fact about Notpla products is that, the
film of the sachets or the pouch disappears in few weeks. This magical feature of the Notpla
products can be attributable to its biodegradable nature. The Notpla sachets as well as pouches
are named as Ooho (Rethink, 2017). Ooho is marketed with the perception that, these are natural
‘bubble’ that can be used as magical container for any kind of beverages or drinks and facilitate
consumption of water or beverages at the time of travelling (Herbes, Beuthner & Ramme, 2018).
Ooho films are transparent and disappear in few weeks of usage.
1.1 Situation Analysis:
Situation analysis is conducted so that the internal as well as the external factors impacting
the expansion of a new business in countries other than its own country, can be estimated. In
case of establishment of Ooho in Australia, two vital instruments to carry on a situation analysis
are-SWOT and PESTEL analysis (Perreault, 2018).
SWOT Analysis:
Strengths:
One amazing fact that enhances the value of Ooho products is that, Ooho products are
made of one of the most renewable resources of nature-brown seaweed. Hence, the manufacture

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of a large amount of Ooho products will not cast upon any kind of negative impact on the
existing natural resources where as the manufacturing of the plastic water bottle produces
harmful gases that does not only contaminate the air, but also enhances the chances of the lung
cancer. Hence, the eco-friendly way of production, keeping stored drinks healthy can be
considered to most significant advantages of Ooho over plastic bottles. This will be helpful to
attract the customers in the country of Australia who are concerned about the environment and
prefers eco-friendly products. The Brown weed grow up naturally without the application any
fresh water or fertilizer, this is the reason why the raw materials in case of Ooho production are
cheaper. Low cost production process contributes to the low pricing strategy. Hence, the
company may fix the price of the Ooho sachets at a lower level as compared to other companies
manufacturing eco-friendly packaging for food and beverages. This will in turn boost the
demand for the Ooho products in the market of Australia (Herbes, Beuthner & Ramme, 2018).
Again, brown seaweed helps in de-acidifying of oceans. Once Ooho sachets are decomposed
they mix with soil and enhance the productivity of the soil which will again facilitate the
cultivation of brown seaweeds. Hence production of Ooho sachets and pouch will actually paves
the way for production of more Ooho products. All these make the manufacture of the Ooho
products less expensive as compared to the other biodegradable products.Apart from the benefits
to the nature Ooho products favor mankind in many ways. Firstly, Ooho sachets and pouches are
made of natural extracts hence free from poisonous substances like fluoride, aluminium as well
as arsenic. This is an advantage of Ooho products over the plastic bottles (Notpla.com, 2019).
Hence, Ooho products save mankind from health damages that may cause due to the
contamination of arsenic as well as aluminum in the drinking water stored in plastic bottles.
Apart from the health benefits, Ooho products also make consumption of water or beverages
easier during travelling. This can be attributed to the light weight as well as small size of Ooh
sachets or pouches. This feature of Ooho products is also convenient for the sportsperson. Ooho
facilitates sportsperson to drink water or juice in the midst of the sports activities they are
indulged into.
Weaknesses:
One of the significant weaknesses of Oohois is, Ooho products are capable of containing
a little amount of water, sauce or beverage as compared to plastic bottles. Again, plastic bottles

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MARKETING PLAN FOR OOHO
often come with interesting shapes colors as well as designs, but Ooho products do not attract the
customers by offering them sachets or pouches of several colors or design (Notpla.com, 2019).
Another significant drawback of Ooho products is that, there are devoid of any artificial
chemicals and start to disappear and decompose within a few weeks. Hence, the water or
beverages cannot be stored in the Ooho sachets or pouches for a long time. Another weakness of
the Ooho products is lack of popularity and recognition Skipping Rocks Lab Ltd, a British
startup which is based in London manufacture Ooho (Notpla.com, 2019). Being a start up it does
not have enough financial strength to conduct publicity like other large producers of
biodegradable packaging-Ecovative Design (USA), Novamont (Italy) that may count against us
is the fact that we are a new bottled water production company and we don’t have the financial
capacity to engage in the kind of publicity that we intend giving the business especially when big
names like Nestle Foods, The Coca Cola Company and Pepsi Co et al are already determining
the direction of the market both in the United States and in the global market.
Opportunities:
There are ample opportunities in front of Ooho. Due to the increasing level of
consciousness for environment, millennilas are inclined to buy biodegradable products or
products made of natural extracts (Prakash & Pathak, 2017). Hence, it can be said that the
demand for bio-degradable products are increasing day by day. This signifies growth
opportunities for Ooho products in future. Apart from that, there are ample of promotion
opportunities in front of Ooho (Byun & Kim, 2014). One of them is solution to the scarcity of
fossil fuel. Ooho products easily decompose into the soil water; this paves the way for the
accumulation of the bio-wastes under the sea. This in turn facilitates the production of bio-fuel
(Notpla.com, 2019). Ooho’s contribution to the production of bio-fuel can be used as the
opportunity to promote the product.
Threats:
Threats to the Ooho products are the rival companies or companies that manufacture
biodegradable packaging including bio-plastics and biodegradable containers to carry beverages
as well as food items. They are- DB Packaging, Go Green World, Snact, Vegware. These
companies are aimed to provide compostable packaging to the customers (Hanani, Roos &
Kerry, 2014). They manufacture compostable cutlery as well as extensive bio-degradable bags,

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MARKETING PLAN FOR OOHO
paper plates, which helps in carrying food safely while travelling (Notpla.com, 2019). The
advantages of the biodegradable products of other companies over Ooho, is that, all of the rival
companies have gained brand recognition and possess broad product line ranging from cutlery to
biodegradable carry bags (Business.qld.gov.au, 2019).
Political scenario of Australia:
Political scenario of Australia is quite in the favor of the establishment of new businesses.
Because after the election in the month of May, the turmoil in the political environment has been
pacified (Notpla.com, 2019). This is because of the promises made by the new government and
the prudent international relation as well as social policies introduced by the new government.
Hence, Ooho which is a start up of UK can easily expand its business in the country of Australia
(Austrade.gov.au, 2019).
Economic scenario of Australia:
If the economic scenario of the country is observed, it can be stated that, Australian
economy is open to international trade. Due to the liberal international trade policy, MNCs from
several countries can easily establish their business chain in the country of Australia. This is the
reason why Ooho has the opportunity to expand its business to Australia (Business.qld.gov.au,
2019).
Social Scenario:
Due to the environmental awareness generation Programs of Australian government most
of the people in Australia are now concerned about preventing plastic pollution (Byun & Kim,
2014). This is one of the reasons why a biodegradable product like Ooho will be able to gain
recognition in the country of Australia easily (Business.qld.gov.au, 2019).
Technological Environment:
In the modern fast paced life where Australians is inclined to “Green technology” Ooho
will be considered as a technology that will provide consumer the opportunity to be healthy
while travelling (Byun & Kim, 2014). Hence, it will be easier for Ooho to establish business in
Australia (Notpla.com, 2019).

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MARKETING PLAN FOR OOHO
Environmental:
Australia is struggling with environmental challenges like abrupt change in the climate,
excessive dryness in the climate. The dryness in the weather of Australia can be attributed to the
lack oftrees, a dearth in the rainfall and soil erosion. Again, the lack of soil density or soil
erosion is the result of the excessive use of the indecomposable plastics and the existence of the
indecomposable plastic material in the soil. Hence, it is evident that the prevention of the plastic
pollution may prevent soil erosion and grow more trees to Australia. As a result the amount of
rainfall in Australia may increase leading to a decrease in the dryness of the weather. This
indicates to the necessity of Australians to stop using indecomposable plastic and switch to the
biodegradable packaging (Byun & Kim, 2014). This will facilitate Ooho to expand its business to
Australia.
Legal factors:
The legal framework in Australia allows fair trading for the customers as well as the
businesses. The fair trading laws, competition laws in the country of Australia, are regulated by
The Fir Work Act 2009. Fair Work Act 2009, Trade Liberalization Laws are the regulations
imposed by the Australian government that regulate the behaviors of the employees as well as
businesses operating in the economy of Australia. Both Fair trading laws and Trade liberalization
are in the favor of international trade and keep the rates of tariff as well as quota minimal in
order for allowing multinational companies to conduct business in Australia. This is another
factor which will accelerate the growth and establishment of Ooho in Australia.
1.2 Customer analysis and Problem Statement:
The targeted customers of this emerging brand of bio-degradable packaging are-people
who are concerned for environment degradation, office goers, sportspersons, school children,
university students. In fact people, who have to travel for the purpose of occupation, education,
sports or for their passion for travelling and need to carry food as well as beverages, can be
considered as the targeted customers of Ooho. Hence Ooho is equally important to a common
person who travels for the purpose of education or occupation (Notpla.com, 2019). Again, Ooho

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MARKETING PLAN FOR OOHO
is equally important to sports celebrities and people who are concerned about environment.
Hence, they can be considered s the targeted customers of Ooho (Business.qld.gov.au, 2019).
Problem statement:
Two of the major problems faced by Ooho which are-lack of popularity or brand
recognition and lack of variation in the product line. Ooho is not able to earn brand recognition
like its rival companies who are-DB Packaging, Go Green World, Snact, Vegware. These
companies have become successful to utilize social as well as print media, health campaigns,
health related television programs to communicate their concern for environment degradation,
their aims to provide customers compostable packaging (Domenek, et al., 2013). The advantages
of the biodegradable products of other companies over Ooho, is that, the rival companies possess
broad product line ranging from cutlery to biodegradable carry bags. Hence, the demand for the
biodegradable packaging produced by the rival companies are substantially high than that of the
Ooho. This is another significant problem that Ooho will face while expanding its business in
Australia.
1.3 Campaign evaluation:
Campaign Evaluation in this case can be done with the help of analytical business tools
like 4 Ps of marketing (Notpla.com, 2019). Among the 4 Ps of marketing, Promotion is the tool
with the help of which the value of the marketing campaign can be analyzed, along with the
impact created by the marketing campaign.

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MARKETING PLAN FOR OOHO
Budget Allocation:
1.4 Objectives and Marketing mix strategy:
 Communicate their concern to the environment as well as the diverse benefits of Ooho to
the targeted customers within next 2 months prior to the establishment of the business.
 Earn brand recognition within 6 months.
 Maximum returns from minimum investments within 2 year of the establishments of the
business.
Marketing mix tool effective to fulfill the objectives is 4Ps of marketing:
Price:
The price of Ooho products are 100$. This suggests that Ooho is less expensive than any
other bio-degradable products. This can be considered as an advantage to enhance the demand
for Ooho products and drag customers of all type of classes including middle income groups
along with customers with high income group(Business.qld.gov.au, 2019).

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MARKETING PLAN FOR OOHO
Product:
In case of 4Ps , the element product indicates to the special features or unique
characteristics of the product useful to draw customer’s attention. In case of Ooho the unique
selling proposition or the unique characteristics of the product is, environment friendly, light
weight hence easy to carry while travelling and healthy(Business.qld.gov.au, 2019).
Place:
In marketing mix place is an essential element signifying the fact whether the customer
can reach the products easily or not. Ooho products are quite ppular in the urban areas of the
home country of the startup company, which is UK. For the purpose of expanding the business
Ooho products can be sold in several supermarkets as well as small and medium grocery stores.
School, university as well as office canteens. Hence, the markets need to make provision for the
distribution of the Ooho products in the above mentioned places, so that purchasing the Ooho
products becomes convenient for the customers (Business.qld.gov.au, 2019).
Promotion:
The promotion tool that Ooho products can avail to enhance brand recognition is the
promotion though social media like Facebook pages, YouTube advertisements which are
unavoidable. In this case the marketer may apply strategies like -the lucky 10 subscribers of the
YouTube channels promoting Ooho will receive a free sample of Ooho (Herbes, Beuthner &
Ramme, 2018). Again several health magazines of Australia like-Men’s Health, Skyhigh Energy.
Further health campaign, advertisement in television channels can be considered as the other
ways to conduct promotion (Business.qld.gov.au, 2019).
1.5 Conclusion
Hence, in the conclusion, it can be said that, the Notpla sachets as well as pouches are
named as Ooho are very useful product. They are light weighted . This is the reason they can be
carried easily while travelling. They add to the healthy living of busy millenials as well as
facilitates the formation of bio-fuels by being decomposed in the sea water. These are the
positive factors which will assist Ooho to form a strong base for marketing the product.

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Domenek, S., Louaifi, A., Guinault, A., & Baumberger, S. (2013). Potential of lignins as
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org/news/2014-03-rethink-ooho-team-cooks-holder. html]. Erişim Tarihi, 30.

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