Marketing Mix and Strategy Analysis

This assignment requires you to delve into the concept of the marketing mix, examining its various elements and their application. You will investigate how uncertainty impacts marketing mix strategies within emerging business-to-business export markets. The analysis will draw upon academic research and theories related to marketing strategy, qualitative and quantitative methods, and the specific challenges of international business.

Running Head: Marketing management and digital communication
Trunki
Marketing management and digital communication

Marketing management and digital communication 1
Executive Summary
This report is based on the ride on suitcases launched by Trunki in Sydney. This suitcase is
specially designed for kids as it offers ride on the suitcase to them. Under this report marketing
concept will be discussed in relevance with this product. The product will be marketed in Sydney
in order to enhance the demand as well as to gain the competitive advantage in the target market.
The innovative suitcase is useful for the children as they do not need to take much burden on
their back and with the help of this suitcase, they can easily carry more than their lifting capacity.
Apart from this, suitcase can be used for travelling purpose; kids can use this at their educational
institutes, etc. This report will include various marketing concepts with regards to the ride on
suitcase in Sydney market. The first phase of the report will include the research methods used in
the report to gather the relevant information along with the position of the company in the target
market. Furthermore, report will concentrate over the current value analysis under which
product’s description, usefulness and the brand positioning will be covered. The next phase of
the report will include the marketing promotional plan for the product with the motive to uplift
the demand in the target market along with gaining adequate competitive advantage using
various promotional activities such as promotional mix, media strategies, etc.

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Table of Contents
Background......................................................................................................................................4
Brief introduction of task.............................................................................................................4
Research methods............................................................................................................................6
Primary data collection................................................................................................................6
Secondary data collection............................................................................................................7
Current value analysis......................................................................................................................8
Value position framework............................................................................................................8
Marketing promotional plan..........................................................................................................10
Target market.............................................................................................................................10
Elements of Promotional mix....................................................................................................10
Advertisement........................................................................................................................11
Customer relationship.............................................................................................................11
Sales promotion......................................................................................................................11
Direct marketing.....................................................................................................................11
Personal selling.......................................................................................................................12
Budget allocation for promotional mix elements.......................................................................13
Product positioning....................................................................................................................14
Brand positioning.......................................................................................................................14

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Product Life Cycle.....................................................................................................................15
Competitive analysis..................................................................................................................15
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

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Background
Marketing activity is used for promoting the product and spreading awareness amongst the target
market with the motive of uplifting the company’s presence as well as to enhance the revenues
and the profitability of the company. This report will focus over the ride on suitcases introduced
by the Trunki in Sydney with the motive to provide unleashed experience especially to kids.
Trunki is a company that is engaged in production and distribution of bag packs, varieties of
suitcases, and accessories for children etc. The company was established by Rob Law on 5th May
2006. The company has developed effective position in the in UK since 2006 through featuring
on the Television series Dragon Den’s. This suitcase offers them ride on the suitcases along with
lifting luggage without much efforts. The name of the product is aligned with the name of the
company. The primary aim of the company is to attract the children as the product is designed
for them only and the design of the suitcases is highly attractive in order to increase the demand
of the product. Trunki offers its customer’s option to customise these suitcases on the basis of
their choices and along with the ride on suitcases, company also offers various products across
the globe in order to attract the customers. The range of company’s products includes boostapak,
bag packs for children, swimming bags and eat range. Apart from this, Trunki also offers travel
neck pillows for children in terms to provide comfort travelling experience to them (Baker,
2014).
Brief introduction of task
Trunki is basically engaged in production and distribution of the product and services especially
to children in order to provide comfort experience. Apart from this, company has introduced the
innovative ride on suitcases especially for kids in order to provide them unleashed and comfort

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experience in traveling. These suitcases can also be used by kids in other platforms such as they
can carry their books and other material at school along with this backpack could be used at the
picnic spots by the kids, and the like. The target market for the company is the families
especially with small kids and the area where population of children will be more. Parents who
are focused over their children’s comfort, this product will be very beneficial for them. Price of
the product is also kept affordable and on the basis of the quality served with the product. The
major advantage of the Trunki is that it provides best quality products in comparison with its
primary competitors such as Kiddee (Hoskisson, 2009).

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Research methods
Under this report, perfect mixture of primary as well secondary sources of data will be utilised in
order to analyse the information in relevance with the target market’s choices, preferences and
the demands with regards to the organizational products and services. Further, customer’s value
and competitors’ value propositions will be analysed in relevance with the organizational
functionalities. This will help the organization to develop and adopt advanced level of strategies
in order to meet up with the challenging situations as well as to gain adequate competitive
advantage (Lam & Harker, 2015).
Primary data collection
In the primary research options, organization will use both qualitative as well as quantitative type
of research methods in which numerical data and the customers’ reviews and feedbacks will be
gathered respectively with regards to the product introduced by the company in the target
market. With the help of qualitative research methods, organization will be able to gather the
information in the form of numerical or in the measured form in relevance with the demand of
the product through surveys and questionnaires, etc. It also provides the relevant information
about its competitors’ products’ demand in the same target market and with the help of outcomes
generated from research methods; organization could easily update the features of its product
with the motive to attain the competitive advantage. Furthermore, organization could also use the
quantitative research methods in order to gather the feedbacks and reviews regarding the
products and services utilised by them. With the help of outcomes, organization could identify
the gaps between the value served by the product and the expectations of the consumers with the
product (Lee & Carter, 2012).

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Secondary data collection
Apart from this, organization had also utilised the easy method of gathering information
regarding its target market through secondary sources of research. This resource includes the
sources of journals, articles, newspapers, online websites, marketing consultancy companies, etc.
These are certain useful sources through which the required information could be gathered in
relevance with the target market in order to develop the strategies to attain the success and
growth related objectives (Pavlou & Stewart, 2015).

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Current value analysis
Products manufactured by Trunki have a great customer satisfaction factor. All the products of
the company are reliable as well as filled with appropriate quality attributes which enhances the
value of the product. These attributes helps the company to increase the demand of their products
and services in the target market along with matching up their expectation level of the
consumers. With the help of outcomes oriented from the research conducted in above part of the
report, organization has gained appropriate knowledge in relevance with the strategies adopted
and implemented by its competitors in the target market. This will help the organization to gain
the information with regards to the organization’s value in the target market and an idea will be
obtained in relevance with adaptation of the strategies with regards to the upliftment of the
organization’s image (Peñaloza, Toulouse & Visconti, 2013).
The products introduced by the Trunki in Sydney are ride on suitcases along with better quality
and great comfort. Apart from this, ride on suitcase is also known for its attractive designs and
the option provided to the customers in relevance to modifying the designing of the suitcase.
This could help the organization to develop the products on the basis of the target audiences’
demand and it will also help the organization to make a distinctive position in the target market.
Value position framework
Trunki has quite effective goodwill in the international market and with the help to this;
organization could easily develop an effective position in the Sydney’s market. Along with the
development of effective position in Sydney, organization could also utilise its brand name for
increasing the demand of its products in the market. Brand value and the brand positioning are
two big terms through which organization could easily uplift the market along with the

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attainment of the desired goals and the objectives. But as organization is new to the Sydney’s
market, organization could utilise its brand name and set up an effective brand position in the
market. This will help the organization to build an effective brand position in the target market
along with the attainment of desired objectives. Apart from the above attributes, Trunki plays an
effective role in the family through providing the qualitative products for their kids. The primary
and major concern for the family members is comfort of their children and the quality of the
products used by them. In order to attract the audience of the target market, organization has
various choices such as social media promotions, advertisement on television, radio, utilisation
of print medium resources of spreading awareness amongst the target audience, etc. This will
help the Trunki to develop an effective position in Sydney along with the appropriate brand
positioning (Bahadir, Bharadwaj & Srivastava, 2015).

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Marketing promotional plan
Marketing promotional plan will help the organization to increase the demand of their product in
the target market along with the upliftment of the brand image. With the help of this plan,
organization could spread awareness amongst its target audience in comparison with its
competitors (Creswell & Clark, 2007). Along with this, marketing and promotional plan could
also be utilised in order to gain the goals and the objectives set up by the management. Following
are certain attributes of a marketing and promotional plan:
Target market
 Major target market segment for Trunki will be kids market in order to attract the
children.
 Organization has also adopted the strategy of operating at e-commerce platforms. With
the help of online shopping websites, organization would be able to enhance the demand
of their products and the services (Brannen, 2017).
 It used to target Jurni with the intention to grab young and teenage market.
 Trunki has also provided the option to customise the suitcases on the basis of their
choices and this will help them to attract the large part of audience as well as it will help
the organization to uplift the organizational image in the target market (Bernard, 2017).
Elements of Promotional mix
Promotional mix element is the result oriented technique through which organization could attain
its desired goals and the objectives. Following are certain effective tools included in the
promotional mix technique:

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Advertisement
With the help of advertisement technique, organization could easily communicate with its target
audience along with spreading awareness amongst them regarding the product’s features,
usefulness, etc. Advertisement could be done with the help of various options such as through
television, radio, local newspaper, etc. Apart from this, organization could also utilise the
internet sources along with the social media platforms. These are trending and result oriented
tools through which the demand of the organizational products could easily be enhanced (Smith,
2015).
Customer relationship
This is another crucial aspect of increasing the demand of the products in the target market.
Customer relationships could be developed with the help of after sale service as well as with
providing the high quality products which could match up with the expectation level of the
consumers. Providing offers such as discount, and other promotional offers could also help the
organization to develop effective customer relationship (McCusker & Gunaydin, 2015).
Sales promotion
Sales promotion is the tool through which revenues could enhanced with the help of providing
unique types of offers on the products sold by the organization. But this tool will not generate
effective results for Trunki as they have a good reputation in the market and providing offers for
increasing the revenues may affect brand image (Bryman & Bell, 2015).
Direct marketing
This tool includes the promotion of the products directly to the potential customers of the
organization. With the help of this tool, organization will be able to spread the awareness

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amongst the target market through various sources such as sending direct emails, messages and
the letters to the existing customers. It will build a positive image in the existing customer’s
mind-sets’ towards the organization and it will result in effective customer retention policy
(Kitchen & Burgmann, 2015).
Personal selling
This is another crucial element which could be used for setting up an effective image in Sydney.
This includes the promotion of the product and its crucial features through door-to-door
marketing concept. Organizational marketing team will showcase the essential points of the
product to the target audience and explain the effectiveness and the importance (Helm & Gritsch,
2014).

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Budget allocation for promotional mix elements
Advertisement:
Twitter $3,500
YouTube $5,000
Total $8,500
Email marketing $1,200
Other online mediums $5,100
Total $14,900
Advertisement through other sources:
TV channels $25,000
Board Hoardings $35,000
Total $60,000

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Product positioning
 Product positioning is the tool through which organization could set up a distinctive
image in the target with the help of effectiveness of the product (Phan & Vu, 2015).
 This tool will also take the help of unique features of the product which will be son
introduced in the target market for spreading the information in relevance with the
significance of the product.
 Organization could use the integrated communication strategies in order to uplift the
communication amongst the target audience and the organization. With the help of this
strategy, organization could be able to communicate with its potential consumers in
relevance with the new product launching, discount offers and regarding other
information. This also helps the organization to build an effective relationship with the
consumers through which the attainment of the desired goals and the objectives could
easily be attained.
 Organization could also utilise the distribution strategy for setting up the effective
position. In the distribution strategy, organization could make the availability of the
newly launched ride on suitcase to almost all nearby stores to the target audience (Huang
& Sarigöllü, 2014).
Brand positioning
 Brand positioning strategy will help the organization to develop a positive image of the
organization in the target audience’s mind-sets.
 For performing this strategy, organization needs to focus over the parents of children in
order to explain them the significance of the product along with its usefulness for
increasing the demand of Trunkis (Khan, 2014).

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 Advertisement used for spreading the awareness should be based on the children-centric
themes. This will help the organization to attract both parents as well as children (Ahmed
& Rahman, 2015).
Product Life Cycle
Product life cycle has four stages i.e. introduction, growth, maturity and decline. Every new
product and service needs to go through with these stages in order to accomplish the desired
goals and the objectives. Ride on suitcase introduced by the Trunki in Sydney’s market also
needs to face these stages.
 Introduction: When the product will be launched in the target market that will be
known as the introduction stage of the product. This stage helps the organization to
analyse the information about the market conditions and other relevant information in
order to launch the product in an effective manner.
 Growth: This stage describes the huge demand of the product along with the increase in
the prices of the product. In this stage, particular product stands on the peak position in
the market and this stage helps the organization to gain the competitive advantage.
 Maturity: When sales reaches to the maximum but the growth of the product breaks
down due to entry of the new competitors in the market.
 Decline: In this stage, sales for the particular product start declining and it is also known
as the final stage of the product life cycle.
Competitive analysis
Company’s primary competitor is Kiddee and they are operating at the international level with
the same sort of products as provided by the Trunki. The major difference between the products

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manufactured by Trunki and the products manufactured by Kiddee is the quality. Apart from the
quality feature, rise on suitcase manufactured by Trunki is especially designed for kids; hence,
the comfort level is great in comparison with the other companies’ products. This could be the
major factor through which organization could uplift the demand of its products in the target
market. Ride on suitcase is sold by the Kiddee in the target market at cheaper rates in order to
attract the audience in comparison with the competitors’ products. But still Kiddee cannot match
the bar set by Trunki in the international market (Sheikh & Liang, 2015).
Trunki has set up an effective brand name in the international market and brand name plays
crucial role in expanding the business or to gain the competitive advantage. Effective brand
name has the capability to uplift the organizational performance in the market while it is also
effective in order to gain the competitive advantage. Thus, organization would easily be able to
set up its effective position in Sydney’s market, attainment of the desired goals and the
objectives as well as an effective brand image will also be developed (Ward, 2016).

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Conclusion
From the aforesaid information, it can be concluded that marketing management and digital
communication plan has the capability to uplift the organizational performance. Along with this,
this plan is effective for gaining the competitive advantage in the target market with the help of
spreading awareness amongst the target audience with regards to the product. Ride on suitcase is
an innovative product manufactured by Trunki. It is manufactured in various designs and colours
in order to attract the target audience i.e. children. Along with this, company has also offered the
option to customise the suitcases as per their requirements in order to make the suitcases more
attractive and unique. With the help of these innovative suitcases, organization has provided the
children an option to lift their luggage easily as well as with an ease and comfort. This report
includes the plan for Trunki which is engaged in production and distribution of the ride on
suitcase for children. Thus, various marketing and promotional concepts have been covered
under this report with relevance to the Trunki and its newly launched product i.e. rides on
suitcase.

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