Marketing Report for P-Cubed's App

This marketing report presents the strategies for P-Cubed's app to enhance brand image, increase sales, and customer engagement. It includes situational analysis, marketing objectives, financial objectives, marketing tactics, and control measures. The app aims to create awareness among users regarding the amount of plastic waste they generate and help them make better decisions regarding environmentally friendly products. The target market is young people in Queensland, Australia. The developers can use digital marketing and cost leadership strategy to promote the app.

P-CUBED
APP
Marketing report

INTRODUCTION
 According to Jenkins and Williamson
(2015), the success or the failure of an
organization depends the kind of
marketing strategies that the
concerned organization is following.
 Marketing objectives that an
organization is utilizing should be in
synchronicity with the requirements
of the external business environment
in which the concerned organization
is operational (Hair Jr et al., 2015).
 This presentation will present the
marketing report of P-Cubed’s app.

OVERVIEW OF P-CUBED
 Winner of “Next Tech Girl
Superhero” award for the best app in
Australia in 2018
 The app tries to create awareness
among its users regarding the amount
of plastic waste that they are
generating
 The app will help the users to make
better decisions regarding the choice
of the products that they purchasing
 The app had been designed taking
into consideration the young
Queenslanders

SITUATIONAL ANALYSIS:
PESTLE ANALYSIS

SITUATIONAL ANALYSIS:
SWOT ANALYSIS

SITUATIONAL ANALYSIS:
MARKET SUMMARY
 According to Schaltegger, Burritt and
Petersen (2017), the market of plastic
waste conservation is a nascent one.
 There are very few organizations in
Australia which offer help to the
customers regarding the amount of
plastic waste that they generate.
 The only notable organizations in
Australia which offers help to the
people and the other organizations
regarding the same are Plastic
Collective, TerraCycle and others
which had been operational for less
than 5 years (Fraser, 2017).

MARKETING OBJECTIVES
 To enhance the brand image as well as the
brand awareness of the users of the
customers regarding the app and also the
nature of services that they are offering to
the customers.
 The second marketing objective that the
developers of the app under discussion
here can take the help of for the
enhancement of the prospects of their app
is to focus on increasing the sale of the
app.
 The third marketing objective of the app
under discussion here should be to increase
customer engagement and also to maintain
an effective relationship with them.

FINANCIAL OBJECTIVES
 The first financial objective of the
developers of the app should be to
generate enough revenue so as to meet the
cost of manufacture of the app and also
the amount of capital that they had
invested for the establishment of the
business venture.
 The second financial objective of the
developers of the app should be to
enhance the revenue generated by them by
more than 5% so as to become profitable
 The third financial objective that the
developers of the app under discussion
here should focus on is to establish a more
diversified source of revenue.

MISSION STATEMENT, TARGET
MARKET AND POSITIONING
 The mission of the developer of the app
is to offer the best quality help to the
users through which they can make a
positive difference to the environment
and also the planet.
 The target customer base for the app is
the young people of Queensland,
Australia.
 The developers of the app can begin by
positioning their app as the one which
is not only cost effective but at the same
time offers them quality services
regarding the manner in which they can
choose the plastic products that are
environmentally friendly.

MARKETING TACTICS:
PRODUCT AND PRICE ACTIONS
 The developers would have to
emphasis on the key attributes or
the value proposition of the app that
they are offering to the users,
namely, the environmental
friendliness of the app, the
opportunity to mitigate the damage
to the environment, the chance to
reduce plastic pollution and others.
 The developers of the app are likely
to gain significantly through the use
of the cost leadership strategy.

MARKETING TACTICS: DISTRIBUTION
AND COMMUNICATION ACTIONS
 The developers of the app would have to
register themselves with the Cyber
Department of Australia and also form
collaboration with Google so that the
customers can download the app from
their mobile phones (Lewis et al., 2017).
 For the process of cascading important
information regarding the app and also
the services offered by them the
developers can utilize the strategy of
digital marketing and thereby use the
different social media platforms like
Facebook, Twitter and others (Kumar &
Reinartz, 2018).

CONTROL MEASURES
 Use of Strategic Plan
Development measure
 The developers need to set
milestones like the
enhancement of the revenue
earned by the organization,
achievement of competitive
advantage and others
 Setting timeframes for
achieving these milestones is
also recommended

CONCLUSION
 For the effective use of the marketing
strategies, the organizations need to
take into consideration the
requirements of the business
environment in which they are
operational and also the needs or the
demands of the customers.
 Organizations at the same time need
to formulate effective product, price,
communication, distribution and
other kinds of actions for the goods
or services that they are offering to
the customers so as to enhance their
chances of gaining success.

REFERENCES
 Aghazadeh, H. (2015). Strategic marketing management: Achieving superior business performance through intelligent marketing strategy. Procedia-
Social and Behavioral Sciences, 207, 125-134.
 Australia.gov.au, (2019). Australia Home. (online). Retrieved from https://www.australia.gov.au/
 Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
 Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
 Bell, E., Bryman, A., & Harley, B. (2018). Business research methods. Oxford university press.
 Burns, P., & Dewhurst, J. (Eds.). (2016). Small business and entrepreneurship. Macmillan International Higher Education.
 Charter, M. (2017). Greener marketing: A responsible approach to business. Routledge.
 Eggert, A., Ulaga, W., Frow, P., & Payne, A. (2018). Conceptualizing and communicating value in business markets: From value in exchange to value in
use. Industrial Marketing Management, 69, 80-90.
 Fraser, D. A. (2017). Bioplastics and their integration into the packaging waste stream, in the region of Victoria, Australia. In SENG 2017: Sustainable
Engineering Society Conference: Engineering Sustainable Cities (p. 24). Engineers Australia.
 Gregory, G. D., Ngo, L. V., & Karavdic, M. (2017). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in
business-to-business export ventures. Industrial Marketing Management.
 Hair Jr, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of business research methods. Routledge.
 Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the
Academy of Marketing Science, 45(3), 377-401.
 Jenkins, W., & Williamson, D. (2015). Strategic management and business analysis. Routledge.
 Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1-
20.
 Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Springer.
 Lewis, H., Gertsakis, J., Grant, T., Morelli, N., & Sweatman, A. (2017). Design+ environment: a global guide to designing greener goods. Routledge.
 Lindgreen, A., & Di Benedetto, C. A. (2017). The future of Industrial Marketing Management. Industrial Marketing Management, 67(November), 1-4.
 Lodhia, S., Martin, N., & Rice, J. (2017). Extended Producer Responsibility for waste televisions and computers: A regulatory evaluation of the
Australian experience. Journal of Cleaner Production, 164, 927-938.
 Morschett, D., Schramm-Klein, H., & Zentes, J. (2015). Strategic international management (pp. 978-3658078836). Springer.
 Schaltegger, S., Burritt, R., & Petersen, H. (2017). An introduction to corporate environmental management: Striving for sustainability. Routledge.
 Smith, B. (2016). Nature and Geography: Tragic Voids within Marketing Textbooks and the External Business Environment. In Global Perspectives on
Contemporary Marketing Education(pp. 47-64). IGI Global.
 Tullo, A. H. (2018). Fighting ocean plastics at the source. Chemical & Engineering News, 96(16), 29-34.
 Weinstein, A., & Pohlman, R. A. (2015). Customer value: a new paradigm for marketing management. In Proceedings of the 1997 Academy of
Marketing Science (AMS) Annual Conference (pp. 132-133). Springer, Cham.
 Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business models: Origin, development and future research perspectives. Long range
planning, 49(1), 36-54.
 Worm, B., Lotze, H. K., Jubinville, I., Wilcox, C., & Jambeck, J. (2017). Plastic as a persistent marine pollutant. Annual Review of Environment and
Resources, 42, 1-26.
 Wright, L. T., Wright, R., & Kooli, K. (2016). Business marketing concepts and cases. Journal of Business & Industrial Marketing, 31(8), 1017-1018.