Marketing Management and Digital Communications

Running Head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
MARKETING MANAGEMENT AND DIGITAL
COMMUNICATIONS
Student ID:
Name of the University
Authors Note

2MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
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.

3MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
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