Marketing Plan for Nura: Expanding Business in Australia and Globally

This report discusses the marketing plan for Nura, a small business company in Australia that produces consumer electronics. It covers the company and industry background, SWOT analysis, marketing goals and objectives, marketing strategy, and more.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of the University:
Author Note:

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1 Introduction:
The aim of this report is to discuss the marketing plan for the small business company
in Australia namely Nura. That is the producer of the consumer electronics. This company if
aims to expand in the global business need to be more efficient in the operation as well as the
particular understanding of the market so that it can develop a plan. On the basis of this plan
the company will be able to able to reach a large number of customers with ease by bringing
some changes in the production and service systems.
1.1 Authorisation
1.2 Limitations:
As student is not an authorised stakeholder of the Nura Company, therefore,
authorised information about the company has not been found. Moreover, the preparation of
this report is question of length requirements and time availability therefore, detailed
information of the market was a limitation.
1.3 Purpose and scope:
This report will be providing a detailed understanding of the company and industry
background, situation analysis, SWOT analysis, marketing goal and objectives, marketing
strategy, financial analysis, marketing implementation. The report will be concluded with
evaluation and control.
2 Company and Industry Background:
Nura offers personalised sound technology through headphones based on the hearing
sensitivities of the customers. The technology used by this company uses differentiating
frequencies by monitoring otoacoustic emmisions. The hearing measurement process take

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one to two minutes to adapt the frequency responses to the hearing of the users. This allows
the users to hear more detail while listening to music. The debut product of Nura was
launched on 2017 Octobers that received positive review in the press. In 2018, the company
became the only electronic instruments manufacturing company in Australia that added
active noise cancellation program to the headphone through software update. Later the
company has released a free firmware update for Nuraphone in 2018 which enabled features
like audio pass through, active noise cancellation, enhanced voice calls and button press
(Nuraphone.com 2019). This company operates in the electronics industry of Australia
specifically in the audio visual electronic instruments manufacturing industry. As there is a
limited number of companies operating in this particular industry, hence the competition
level is not so high but the industry experienced 8% growth annually in the last five years.
Nura has been awarded with many reputed prizes like CES innovation award of 2018, Red
Dot Award, Good design award and IDEA. Currant total funding of Nura is 28.2 Million
Dollar. The employee growth has been recorded 9% increase till May 2019 (Nuraphone.com
2019). It has a strong social media and online presence giving it extra leverage over the
competitors.
2.1 Organisational Mission and Values
The company is a very small organisation with only 64 employees working for three
years hence does not have a strong organostions vision and mission statement but the action
of this company, it can be understood that Nura aims to reach the passionate group of music
lovers that include sound engineers, scientists and the creative music composers for
delivering perfect sound so that every individual are allowed to listen to music in full colour.

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3 Situation Analysis
3.1 The Internal Environment:
Nura is a small start-up business initial by Kyle Slater, Luke Campbell and Dragan
Petrovic in 2015 entering the market of Australia with no such pressure of aggressive
competitors offering the personalised headphones. The products are mainly available online
as the company does not have any brick and mortar shop from where the customers can buy
or try the products of their choice. The company has investors like Blackbird Ventures
(Australia), AirTree Ventures, Hax, SOSV and Qualgro VC (Stinson 2019). The chief aim of
the company remains in the innovation process to culture of the attention of the customers
both existing as well as new and expand business in other developed nations where the
demand of such products are high. The key resources are limited to the capital, time and
expertise based on which the company will be keep on researching various factors of sound
engineering and bring product variation. Along with the headphones, the company has started
to focus on the production of backstage sound products used for sound mixing and
composure.
3.2 The Customers Environment:
The support from customers helps the companies to grow with a short period of time.
In case of Nura, the business is completely dependent upon the positive feedback from the
customers detailing the need of the target market. The anticipated changes in the products of
the company has been manipulated by the demand in the market. The target market of this
company is mainly the young generation of Australia who have a high standard of living and
demand for high end sound system (Kreutzer 2019). With the continuous innovation of the
products matching technological advancement in the sound engineering field and their
complexity, the serviceability of the products are low hence the customer dependency on the

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company’s service is high. In addition to this, the complexity increases as they customers
cannot check the products before buying the products because there is no offline store present
in the market. The company only has its headquarters located in Melbourne where the
production and other operations are done.
3.3 The External Environment:
The company mainly operates in the Australian market where the political, economic
and social stability helps the company to flourish in no time. From the political aspects, the
company gets full support from the government of Australia that focuses on creating large
population of highly skilled labours. In addition to this, increasing trend of utilising
technological growth in every sector has helped the company to flourish. From the economic
aspect, growth in the GDP and per capita income have supported inflation and business
investments. Moreover, low manufacturing cost and low bargaining power of both customers
as well as suppliers (Business.gov.au 2019). The competition level as mentioned before is
low in Australian market. There are only few companies present those offer customized
headphones like Nura. These are Audeara, Nuheara JayBird, BlueAnt and BioConnected but
these companies do not have extensive market reach like Nura nor do they have effective
product review (West, Ford and Ibrahim 2015). Therefore, from these aspects, Nura gets
upper hand than its competitors. From social perfective, audio visual electronic equipment
manufacturing companies get scope to grow at a high pace because the standard of living of
the people is higher than expected. Not only from the aspect of customers but also from the
supply of skilled employees, Nura gets full support from the market.
4 SWOT Analysis
This part contains the analysis of internal as well as external factors that give the
company needed advantages or disadvantages to satisfy the needs of the market. In this part,

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the strengths, weaknesses, opportunities and threats will be discusses to develop strategic
focus in the market.
4.1 SWOT Analysis
Strengths Weaknesses
 The uniqueness of products gives
the company extra leverage.
 Low cost of production is
supportive of Nura’s business
growth
 The cost of building physical
stores and employment of sales
persons in those stores is absent
which enables the company to
invest more in online marketing
and R&D (Char-lee, Becken and
Watt 2016).
 The products of Nura is costlier in
comparison to the other variants in the
Australian market. This can limit Nura
to tap into profits from every segment
particularly the cash constrained
segments of user.
 Slow penetration in the global business
is a threat for the company. The privet
companies like Glide Talk, KiLife
Tech, Thalmic Labs and public
company like Amazon create pressure
whenever it will aim to enter the
global market.
 Nura is not yet matured like the
competitors.
Opportunities Threats
 Increasing demand of the
customised headphones in the
market of Australia.
 Attractive to the passionate group
of music lovers that include sound
engineers, scientists and the
creative music composers.
 Support from the government and
medical practitioners who
supports R&D.
 The market has low barrier of entry that
increases competition in the market.
 Nura headphone has low market share
than the others.
 High prices structure only attracts the
upper class and upper middle class
customers.
4.2 Developing Competitive Advantages:
Proper adaptation of common hearing test based on which the company develops the
products like personalised headphones. The research and development is well organised in
the company that cannot be easily replicated by the competitors in Australia. Moreover, the
service quality is high as the product is expensive (Kreutzer 2019). The cost of building

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physical stores and employment of sales persons in those stores is absent which enables the
company to invest more in online marketing and R&D. All of these help Nura to gain
competitive advantage.
4.3 Developing a Strategic Focus:
The strategic focus of this marketing plan aims to transform the key weaknesses into
strength and the threats into opportunities so that those can be converted to the focus of the
company. Therefore the marketing plan will be focussing on the effective persuasion of the
three major opportunities from the launching of the business of Nura (Tomczak, Reinecke
and Kuss 2018). The strategic focus of this company will be increasing brand awareness
among the potential customers of the country and thus increase production. Another objective
of this strategic focus is delivering high level customer service by recruiting new and skilled
employees (Blakeman 2018). Thus the company will be getting matured in short period of
time and overcome all the weaknesses.
5 Marketing Goal and Objectives:
Based on SWOT analysis, the goals, objectives and processes can be created.
Marketing
Goals
Achieving sales through increasing brand awareness in the first six months
and increase service quality through increasing recruitment process.
Objective 1 To increase brand awareness among the potential customers of the country
and thus increase production.
Action 1  Contacting sound engineers, singers, DJ and influencers and band
members through industry contacts giving free offers
 Sponsoring music events and high class parties in pubs and clubs.
 Free coupons and referral code discount for first 15 days
 Develop app purchase program
Objective 2 To deliver high level customer service by recruiting new and skilled
employees.
Action 2  Recruiting more employees on the basis of expertise in the
marketing, online sales and customer service
 Investing in resource collection, building brick and mortar stores

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6 Marketing Strategy
6.1 Target Market
Nura’s target market is consisted of people from upper class background ranging from 18 to
55 years of age.
Category Variable Application
Behavioural segment Price sensitivity High
Benefits Efficiency, high quality
Usage heavy
Occasions Listening any type of audio
Geographic segment Region Entire Australian region
Country size 203,200 persons
Population Urban and suburban area
residents
Demographic segment Gender 65% male 35% female
Age 18-55 years
Occupation College and university
students, sound engineers,
scientists and music
composers, DJ, Youtuber,
professionals mainly
exceutives
Income level $150,000+ annually
Education Graduate
Psychographic segment Lifestyle Social, healthy
Motive Exceptional experience of
audio listening
Consumer profile Individuals are creative and
ambitious to work on sound
mixing, music composition,
and love music and audio
recording
Personality Active, enthusiastic, creative

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6.2. The Consumer Buying Process
Decision making factors Influences
Recognising need Need is recognised when the customers feel the need to buy
high end ear or headphone that will first evaluate the hearing
sensitivities then match the frequency of audio (Hollensen and
Opresnik 2019). Most of the music composers or sound mixing
experts need this product to experience highly efficient sound
system.
Searching information The customers then search for information and reviews online
about the product of Nura and search of information internally.
They can also search for information from the other users and
consider the health benefits of this type of headphone.
Evaluating alternatives After gathering information about Nura headphones, the
customers try to compare the features of price of the other
companies and products to understand which product they van
buy.
Making purchase
decisions
After completing all these actions, final decision making
process is initiated. At this point of time the customers consider
every information because the price of Nura Headphone is
higher than similar products due to its high quality sound
experience.
Evaluating after purchase Once the headphone is bought then, the customers try to
evaluate the features on the basis if their searching. This
process decides whether the product has gained customer
satisfaction or not.
6.3 Product Strategy:
Attributes Application to Nura headphone
Product line The product has company name engraved in it
Major benefits  Core product is the headphone with personalised sound
technology based on monitoring otoacoustic emissions
test.
 Augmented product will be service after purchase of
customer wants to replace the product or get defective one.
Differentiation and Potential customers will visit company site and attain promotional

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positioning strategy events and this has a value.
Connecting value The customer service after buying process will value the core
product
Product characteristics  The product is tangible
 Employees are inseparable from sales, marketing and
customer service
 Through app the customer will be connected better and
quicker
 Client based relationship will repeat sales
6.4 Pricing Strategy
Attributes Application to Nura headphone
Overall price strategy The price of one Nura head phone is $399. This is a high end
product that will be availed by upper or upper middle class
Australians.
Differentiation and
positioning strategy
The product is most expensive of other similar products due to its
high and unmatched quality.
Connecting value  The customers do not need to service the item for a long
time
 Highly functional meeting needs of the customers.
 The product will respect time value of customers
 Trust value of this product is high.
Pricing tactics Promotional merchandise and loyalty rewards will be used to
encourage sales.
6.5 Distribution (Supply Chain) Strategy
The distribution of the products will be online for which the buyers need to visit the
website of the company or download the app. There is no offline store present in the market.
The company only has its headquarters located in Melbourne so all customers need to visit
online store as early as possible to avail the offers.
6.6 Integrated Marketing Communication (Promotion) Strategy
Overall
Promotion
Targeting the young high class university students, music composers

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Strategy and sound engineers through incentives and assured gifts.
Loyalty status recognised for the users who will buy the product within
first 15 days of program
Objectives  Build brand awareness among the Australian high income
customers aging between 18 and 45.
 Introduce highly efficient headphones with personalised sound
technology.
 Increase sales of headphones with personalised sound
technology in the Australian market.
Budget $25,000.00
Consumer
promotion
element
Communication platforms Implementation
Event promotion Through club incentives and
merchandise
 Connecting with
creative music
composers, music
lovers and mixers, DJ
and popular.
 Contacting with sound
engineers to improve
service and product
who will recommend
product to others.
Direct marketing Through social media, digital media
and commercials
 Incentives to media
persons
 Sponsoring musical
events and other TV
shows.
6.7 People, Process and Physical Evidence
Marketing mix Application
Process  Training to the employees for proving effective
customer support and for effective online marketing
 Nura headphone will have minimum service
guidelines making it the simplest product to handle.
People  Highly skilled ground staff or production and sound
engineers for research and development will be
needed. This effective product knowledge will
enhance the quality of products.
 Employees of sales and marketing will be assisting
the promotion process.

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 Persons from media both print as well as digital and
event management firms are needed for promotion
Physical Evidence  Online merchandise, free coupons and referral code
discount for first 15 days will be given
 Arranging music events and high class parties in
pubs and clubs will have physical evidence.
7. Financial Analysis:
The budget of Nura for this strategy outlined through this marketing plan is
$25,000.00 that allocated 70% of expected marketing budget needed. More $8000 will be
saved for any contingent and need for additional opportunities. Sale of 200 headphones in six
months is forecasted $80,000 in total which ensures each Nuraphone prices more or less $400
(Nuraphone.com 2019). Thus the net profit will be $35,000 after allocating all the expenses
of promotion and every other costs of the company.
8 Marketing Implementation:
The strategy of marketing must be implemented through the approach of command
which will be transmitted through the CEOs of the company namely Kyle Slater, Luke
Campbell and Dragan Petrovic. Most of the part of this marketing plan will be handled by the
marketing team of Nura along with the help of third parties like media and event management
firms with the company will be partnering for arranging promotional events (Shen 2018).
Internal marketing will be done through the human resource management team who will be
recruiting candidates on the basis of their expertise in the customer services and research and
development process. In addition to this, the employees will be given training according to
the need of the organostions and to execute the marketing plan properly (Slater et al. 2019).
In this case proper understanding of the operation of the company and its objectives are

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important. This is the reason why proper documentation process is needed based on which
the plan will be communicated to the board members and employees properly.
9 Evaluation and Control:
After implementing the marketing plan for attaining the growth of the company, it is
necessary that the company evaluates the plan relating to the goals or objectives. The
objectives are set for six months program therefore the strategy must be reviewed in the gap
of one moth for the progress and impact.
9.1 Marketing Audits
Nura does not need marketing audit because entire marketing plan and strategies will
be managed by the CEOs. However, this engagement will be heighten when the third party
groups will be playing their responsibilities. All the actions will be given three weeks of time
period to show their effectiveness based on which the decision of any change will be given.

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10 References
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Business.gov.au (2019). Grants and assistance. [online] Business.gov.au. Available at:
https://www.business.gov.au/assistance/search [Accessed 28 May. 2019].
Char-lee, J.M., Becken, S. and Watt, M., 2016. Learning through a cluster approach: lessons
from the implementation of six Australian tourism business sustainability programs. Journal
of cleaner production, 111, pp.348-357.
Hollensen, S. and Opresnik, M.O., 2019. Implementation and Controlling in the Marketing
Planning Process. World Scientific Book Chapters, pp.383-477.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing
and Management (pp. 225-229). Springer, Cham.
Nuraphone.com 2019. The nuraphone | Headphones reinvented. [online] Nuraphone.com.
Available at: https://www.nuraphone.com/products/nuraphone [Accessed 28 May 2019].
Shen, L., 2018. The New Social Media Marketing Plan for HK Maxims’ Cakes in Mainland
China–A Case Study. International Journal of Economics, Finance and Management
Sciences, 6(6), p.246.
Slater, K., Campbell, L., Petrovic, D., Funding, N., size, N. and investors, N. 2019. Nura
company profile - Office locations, Competitors, Funding, Valuation, Financials, Employees,
Key People, Subsidiaries, News | Craft.co. [online] Craft.co. Available at:
https://craft.co/nura [Accessed 28 May 2019].

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Stinson, L. 2019. Nura's New Nuraphones Automatically Shape Their Sound to Match Your
Hearing. [online] WIRED. Available at: https://www.wired.com/story/nura-nuraphones-
headphones/ [Accessed 28 May 2019].
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Marketing Implementation and Management
Control. In Strategic Marketing (pp. 223-244). Springer Gabler, Wiesbaden.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.