Marketing Management and Digital Communications

The report presents the strategic marketing strategies that are necessary for promoting motiv ring product in Australia by a fashion retail organisation. Motiv Ring has been currently identified as an impressive creation of engineering and fashion users. It is a small lightweight fitness tracker fitted with patented technological components that are smaller than a grain of sand. Based on this strategic marketing plan the study presents a brief marketing research by outlining the PESTLE, SWOT and Porter's five analysis to understand the existing condition and trend in the market.

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MARKETING MANAGEMENT AND DIGITAL
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Executive summary
The report presents the strategic marketing strategies that are necessary for promoting
motiv ring product in Australia by a fashion retail organisation. Motiv Ring has been
currently identified as an impressive creation of engineering and fashion users. It is a small
lightweight fitness tracker fitted with patented technological components that are smaller than
a grain of sand. Based on this strategic marketing plan the study presents a brief marketing
research by outlining the PESTLE, SWOT and Porter's five analysis to understand the
existing condition and trend in the market.
Considering the emerging market of competition and growing technological
advancement the report has highlighted the issues such as fluctuating currency tax and
regulatory reforms that may influence the prices of the product. In the conclusion, the study
has elucidated that these types of motiv ring products are seen to have a tremendous impact in
the current period and is estimated to prosper in the near future as well.

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Table of Contents
Introduction................................................................................................................................3
Strategic Marketing analysis......................................................................................................3
Set up of marketing objectives...............................................................................................3
Financial objectives for marketing.........................................................................................4
Target market..........................................................................................................................4
Marketing Audit.........................................................................................................................5
Political...................................................................................................................................5
Economical.............................................................................................................................5
Social......................................................................................................................................6
Technological.........................................................................................................................6
Legal.......................................................................................................................................6
Environmental........................................................................................................................6
Porter’s five forces.....................................................................................................................7
Customer.................................................................................................................................7
Suppliers.................................................................................................................................7
Competitors............................................................................................................................7
Entry markets..........................................................................................................................8
Threat of substitution..............................................................................................................8
SWOT Analysis.........................................................................................................................8
Marketing plan...........................................................................................................................9

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Marketing tactics....................................................................................................................9
Market segmentation............................................................................................................10
Pricing Strategy....................................................................................................................10
Promotional strategy.............................................................................................................11
Marketing promotional mix budget.........................................................................................11
Conclusion................................................................................................................................13
Reference list............................................................................................................................14
Appendices...............................................................................................................................17
Appendix 1: Motiv ring device.............................................................................................17
Appendix 2: Fitness tracker ring market..............................................................................18

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Introduction
Every successful business organisations whether small or big need to have an
effective business plan. This plan may spell out amongst all the marketers and employees in
the way by which the organisation intends to utilise the resources and involved in the
production. Most specifically, a sound business plan needs to include a strategic marketing
plan for enhancing marketing sales.
A strategic marketing plan revolves around the type of environment that the entity
desires to desires to develop for the customers in the quest to improve sales. The plan usually
involves with the concepts such as geographic and demographic potential market. Based on
the factors of marketing, the study focuses on the strategic marketing plan for a Motiv ring
used by fashion retail organisation in Australia.
Motiv Ring has been currently identified as an impressive creation of engineering and
fashion users. It is a small lightweight fitness tracker fitted with patented technological
components that are smaller than a grain of sand. Considering the existing amalgamation of
fitness concerns and fashion the study highlights a marketing plan for the marketing of the
product in Australia.
Strategic Marketing analysis
Set up of marketing objectives
 To set up a different target in Australia for changing the experience of the customer
by emphasising the connected future.
 To provide the customer with personalised smart home experience with a marketing
of the product that has not yet hit the entire market.
 To accomplish the goal of making a fitness ring and sleep tracker that will allow the
customers to wear it 24/7. The ring will be small in outlook, lightweight, waterproof,

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fashionable and will have a long longevity of battery provided with a good look
(Luxton, Reid & Mavondo, 2015).
 To set up an affordable price for the Motiv ring with a usable quality for attracting an
increased number of customers in Australia.
 The company is required to establish themselves as experts in the market that
provides them with the opportunity to quote in the major trade press and gaining
awareness (Valos et al., 2016). However, the measurable and specific objectives will
be introduced in three major events as required for the international market entry.
 By the end of the year, the company will be required to have the major brand identity
that can be shared with the customers. The company as well needs to distribute the
awareness through the website for creating multi-continental awareness.
Financial objectives for marketing
 Sales of AU$315,000 within the year 2018 and AU$1 million by the year 2020.
 Gross margin of the market needs to be higher than 80%
 Net gross income needs to be more than 10% of the sales by the end of the year 2020.
Target market
The company will be focusing on potential customers in Australia and partnering with
a few high tech manufacturing firms those are mainly required for the manufacturing of the
product. Since the device is a smart activity tracker that helps to track movement that can be
worn around the wrist or can be attached to the clothing. Therefore, Roque & Raposo (2016)
stated that the selected customers for the products are young, middle-aged and teenager
women mostly who are concerned about the health. The male population can also be targeted
who are concerned about their health.

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Marketing Audit
Political
Motiv ring product deals with the exploitation of natural resources for the purpose of
economic production. However, the efficient and sustainable use of these resources is a social
interest and is an important subject for political discussion and decision making. According
to Nowak et al., (2015), Australian is a liberalist Capitalist democracy; there is a freedom
present within the environment of business without much of the political obligations.
However, currency fluctuation owing from variations in tax may impact on the
pricing of the product. Moreover, observing the rising average life expectancy, increasing
ratio of the seniors and the growing prevalence of chronic decision the government of
Australia has set up several healthcare policies to address the issues.
These policies may help in increasing care and provide residential monitoring through
the development of the product. However, there may be several challenges faced by the
organisation while manufacturing the objective due to Australian health associated and health
alliances while working through regulatory issues (Kiráľová & Pavlíčeka, 2015).
Economical
Australia maintains a capitalist economy, with a moderate income that is significantly
coming from the fashion and technology sectors. In this context, Felzensztein et al., (2014)
reported that it has been found that almost 42% of CAGR has been used in the year in
between 2012- 2018 for the production of fitness devices. However, the reduced cost of
inflation signifies that there is more disposable income that may be advantageous for the
organisation in manufacturing the product as it would allow them to retain more customers.
Health concerned products have a huge market that requires investment in technology as well

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marketing the product. Therefore, this factor could have a higher value based return on the
market investment than the savings investment.
Social
Owing to the emergence of globalisation, there is a variation in cultural diversity in
Australia wide broad acceptance of people from different cultural backgrounds. Moreover, it
is the international surge of fitness through media platform, network and incredible strategies
used by different marketing team of Australia (Shan et al., 2015). Based on the cultural and
social change it can be said that the product Motiv ring will be able to make most of the
social and cultural approval in the fitness and fashion industry.
Technological
Australian country is highly equipped with upgraded technology and a high amount of
income invested for the R&D efforts. Apart from these, factors there are also tax exemptions
areas that will encourage the marketers to carry out research on the product opportunity along
with tax exemptions in Australia. In the case of the Motiv Ring, the product has a better
opportunity as the market will automatically increase owing to the import production of the
art equipment.
Legal
The APRA approved mandatory legal regulatory reforms for starting up a new
product within the fashion retail organisation will not have to face many problems in
expanding their bases. This is because the organisation will be setting up new branches for
marketing the product within the country.
Environmental
Australia has sufficient amount of natural resources that are highly influenced by the
climatic change. Therefore, it is essential to note that the market is not suitable for the

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temperate climate of Australian but also due to the fluctuating climatic conditions. Therefore,
the organisation producing motiv ring needs to keep aside the capital investment for the
unpredictable losses, occurring due to poor climatic conditions (Aichner, 2014).
Porter’s five forces
Customer
The potential customer buying Motiv Ring in Australia is the local customer those
who are self-inspired and concerned about fitness. In this most of the corporate customer has
the power to associate with the organisations that are based on providing corporate
advantages. As stated by Kumar et al., (2016)Customers have the power to bargain as there
are fitness and other service organisation that also provide personalised fitness products
concerning specific sports elements.
Suppliers
As the organisation in Australia will be providing health and fashionable services, it
has a long-term partnership with an organisation that is dealing with fitness equipment’s and
corporate organisation and e-commerce industries. According to Seele & Lock (2015), the
suppliers, therefore, have the power by developing a partnership with the customers by
fostering smooth manufacturing of the products by affordable price on the product.
Competitors
As wearable gadgets devices are increasing in Australia since the period of
Globalisation it is necessary for any organisation to consistently keep innovating new idea
and by offering standard service for sustaining the competition from the competitive market
(Patti et al., 2017). Alongside, the growing competition coming from a wide range of various
products and application products, technology is in a consistent position to evolve with the
dominant industries. These industries are such as Apple, Google and many others that are

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developing a wearable smart device for the health conscious customer. Motiv ring
manufacturers, therefore, need to use a differentiation strategy and an innovative marketing
strategy to sustain the product lifecycle of the motiv ring.
Entry markets
Both new start-up and established international organisations are preparing to develop
wearable technology and product that may influence the customers to communicate with the
market. For expanding the market several emerging industries are spending increasing
amount of time in the market seeking for technology partners to power up next generation of
products and services (Ewing & Ramaseshan, 2015). Considering this issues, the organisation
needs to develop the motiv ring by giving it fashionable touch alongside the features of smart
technology allowing increasing retention of customers.
Threat of substitution
Threats of being substituted are high in the Australian during the period of 2017-2018.
These are because wearable devices such as ring are comparatively new and products are now
being created and examined in the market. More companies are entering the market by
replicating the similar products that may become a bigger threat for the production of Motiv
ring (Hempelmann & Engelen, 2015).
SWOT Analysis
Strength
 Track movement’s data in an
innovative and accurate way.
 Real-time monitoring of multiple
databases
 Expansion of current research
Weakness
 Price of the device in the market is
still comparatively higher than other
devices (Ryan, 2016).
 Limitation of features, sizes and
colours available for the products

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database.  There are several technical
limitations to the product due to
insufficient resources.
Opportunities
 Young generation population in the
developed countries are increasingly
demanded this product (Villeneuve
& Pasquier, 2017),
 Increased income in the developing
countries may have an opportunity
to increase productivity.
Threats
 Security issues may be major
considerations that may threaten the
sales of the product (Speed, Butler,
& Collins, 2015).
 High legal and tax regulatory
standards in Australia may make it
difficult for the start-up
organisations to manage the motiv
ring.
Marketing plan
Marketing tactics
The strategy of the organisation focuses on the area of the expertise of developing
smart devices provided with a fashionable outlook. The company will be expertise in the
introduction of new technological products through specific channels for distribution.
The organisation is required to focus on the three demographic trends in the
Australian market, the millennial generation, young adults, teenager and middle-aged
population. All of these generations are highly conscious about their health and looks (Speed,
Butler, & Collins, 2015).

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Market segmentation
Based on the application of the motiv ring devices, the wearable product can be
classified into several different segments, glamour, communication, fitness lifestyle,
wellbeing and medical safety of the customers. However, following the marketing trends, it
has been found that wearable devices such as fitness trackers and smartwatches have been
used by several industries for multiple applications specifically for sports and fitness (Huang
& Rundle-Thiele, 2014). On the contrary, some of the devices have also launched smart
devices that help in tracking the health condition of patients with diabetes for monitoring the
level of glucose.
Considering the growth rate of wearable devices, the market needs to develop the
technologies that represent almost more than 50% of the share in the wearable technology
market. Focusing on the user's concerns with the accuracy of the data, the company needs to
include advanced features of technology to sustain customer engagement with the product. so
the users are able to access accurate data on fitness through motiv ring device.
Pricing Strategy
The motiv ring is a stylish fitness tracker that has the capability to shrink down to the
form of a wearable fit ring. The company while promoting and selling the product needs to
use a competitive marketing strategy to create differentiation in the market. Therefore, with a
premium pricing strategy, the business organisation will be able to set a cost that is
comparatively higher than the competitors (Nagle & Müller, 2017).
The premium pricing strategy will be the most effective in the initial stage of the
product lifestyle. In this context, the premium price of the product will be around AU $ 199
that will be shipped internationally to various location. This is because customers' needs to

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perceive the product as being worthy of the higher price tag along with a creation of the high-
quality product.
Promotional strategy
Online advertising of the features present in the motiv ring will be an effective
method of promoting the product in the market. There is a significant benefit of online
advertising and social media marketing as it helps in to make changes in real-time through
test campaigns (Eteokleous, Leonidou & Katsikeas, 2016). The company can also use content
marketing to promote the motiv ring products that will involve developing persuading and
innovative content related to the advantages of the product.
Social media is an effective way to propel the business and it can also be
comparatively less expensive than the traditional method of advertising. The business
organisation can rely on social media channels such as Linkedlin, twitter, instagram and
Facebook to communicate with the target audience (Henderson, Cheney & Weaver, 2015).
This will help to develop social media content informing the customers about the benefits of
the Motiv ring.
Apart from these, the company can also build a partnership with online retailers to
sale their products in the growing market. They can add extra features to the device to attract
more customers in Australia.
Marketing promotional mix budget
Marketing aspects quantity Price per quantity Total projections
Banner advertisement 3 $ 350 $1500
Newspaper ads 5 $ 420 $ 2000
In store marketing 3 $ 225 $1000

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PR operations
Public events 7 $ 500 $ 2500
sponsorship 2 $ 200 $ 900
webinars 1 $ 200 $ 1000
Customer events 2 $ 425 $ 1700
Content marketing
Sponsored content 10 $ 600 $ 3000
Landing page 1 $ 250 $ 1000
Social media
Twitter 15 AU $150 AU $ 2100
Instagram 15 AU $150 AU $ 2100
Pinterest 10 AU $100 AU $ 2000
Facebook 12 AU $100 AU $ 450
Google+ 3 AU $150 AU $ 350
Advertising
Online 4 AU $ 2500 AU $ 10,000
Print media 2 AU $ 6,500 AU $ 7200
Television 1 AU $ 6,500 AU $ 7200
Websites
Website development 1 AU $ 6,500 AU $ 7200
Pay per click 3 AU $ 4,500 AU $ 5,000
SEO 2 AU $ 5,500 AU $ 6,350
Market research
Surveys 5 $ 750 AU $ 5,500
Market studies 2

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Additional marketing
Premiums 2 $800 AU $2500
Corporate promotion 2
Business cards 13 $22 AU$525
Conclusion
Therefore, from the above study, it can be seen that strategic marketing is necessary
for evaluating the existing marketing trends in Australia. In order to promote the product
through various marketing channels using social media, online advertisement, print
advertisement, the company is required to measure the market relativity on the development
of the product. However, from the study, it is evident that the motiv ring is a smart
technological device that can be used to give a fashionable outlook as well. As a result of
which young women as well male consumers may prefer the product. From the overall study,
it is evident, that these types of devices are seen to have a tremendous impact in the current
period and is estimated to prosper in the near future as well.
The quality and quantity of data that the ring provides combined with growing
fashionable as well as discreet designs there are few reasons for their popularity as well as
success. SWOT analysis, PESTLE and porter’s five analyses have helped to move towards a
positive future for the organisation. The trends behind this clinical wearable are couples with
existing trends and future budgetary projections that signifies strong marketing options with
several prospects for future success.

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Appendices
Appendix 1: Motiv ring device

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Appendix 2: Fitness tracker ring market