Acrelec Marketing Plan: Digital Transformation & Customer Engagement

This marketing plan report focuses on Acrelec, an Australian-based digital transformation company specializing in kiosk technology for restaurants and retail. The plan outlines strategies to replace cashier jobs and become the future of order service, leveraging digital marketing techniques such as search engine optimization and social media marketing. Primary research reveals that while Acrelec is not widely recognized, its kiosk machines significantly impact customer satisfaction. The report details marketing objectives, product life cycle considerations, target market identification, and marketing mix strategies, emphasizing the importance of attractive content and leveraging events like World Digital Preservation Day for promotional activities. It concludes with the necessity of continuous updates and maintenance to secure the website and applications from cyber threats, ensuring the longevity and effectiveness of the marketing campaign.

Marketing plan

Table of Contents

Introduction......................................................................................................................................1
Primary research..............................................................................................................................1
Secondary research..........................................................................................................................1
Strategy and marketing objectives...................................................................................................2
Product life cycle.............................................................................................................................2
Target market...................................................................................................................................2
Marketing mix..................................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

Introduction
Marketing is defined as the procedure of stimulating the demand and selling of the
products and services to the customers (Chernev, 2020). Organization chosen is Acrelec which is
the Australian based company. It is one of the leading digital transformation company focuses on
global Technology and we invented the customer experiences for different restaurants and retail
brands. Business aims and objectives are to grab the opportunity in order to replace all cashier
jobs in the world and also to become the future of serving orders. They offer products and
services with the help of Kiosk machine to the customers. Overview of marketing plan is to
being digitalized and markets the products and services with the help of digital marketing. The
following discussion is based on the outcomes of primary and secondary research conducted of
the organization. Strategy and marketing objectives along with the product life cycle and target
market are also discussed. Discussion on marketing mix proper conclusion is also made.
Primary research
Findings from the primary research undertaken are such that according to the survey,
Acrelec is an unrecognizable company in Australia. Despite that they are responsible for the
kiosk machines of McDonald’s and a worldwide company, many customers are unaware of their
business, presumably because of lack of advertisement that is shown here in Australia. However,
survey shows that the impact of kiosk machines has taken a huge toll on customer satisfaction in
Australia. With everyone from the survey has used a kiosk machine in a fast food restaurant.
Although majority of the people proclaim that these kiosk machines are not consistent and have
faced problems with the machines before, they are still highly efficient and easy to use. The
existence of kiosk machines impacts customers to prefer ordering at kiosk machines, with others
who still prefer ordering at a front counter. For instance, majority of people do not mind about
the huge possibilities of no longer having cashier as a job in the fast food industry. Acrelec has
the opportunity to replace all cashier jobs in the world and become the future of serving orders.
Secondary research
According to the study conducted with the help of secondary research, the marketing
campaign for the organisation has the aim to replace the cashier and become the future of serving
orders. it is decided to perform such marketing campaigns with the help of digital marketing
methodology. It will mainly focus on the search engine optimization techniques and social media
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marketing so that greater awareness can be created of the products and services of the
organisation along with the wider reach of target customers. These are the findings of secondary
research which is conducted and also find out that it is relevant to the marketing campaign as it is
effective and efficient in nature.
Strategy and marketing objectives
There are changes which are important to adopt by the business in response to the
research. Changes are related to the marketing campaign of existing products and services. These
are the changes that have aims of selling the products and services of the company with the help
of digitalization and digital marketing. Changes are the adoption of advanced technology and
maintenance of it by updating it in a frequent manner. Technical skills talented people are
required who have the knowledge of computing and handling the social Medias and search
engine optimisation tools. Accordingly, training and development are to be set up so that the
marketing plan in the form of digital marketing can be implemented in a more effective manner
(DO, 2021)
Product life cycle
Existing products and services are used in the marketing campaign. Innovation is done in
marketing the existing products and services with the help of digital marketing. Internet
marketing is one of the most effective marketing campaigns the company can adopt. But it is
important for the organisation to update the application and website on a frequent basis so that
the organisation can be secured from cybercrime and any other hazards related to the technology.
The life cycle of marketing campaigns can be increased depending upon the updates and frequent
maintenance of the website (Bulatova, 2018).
Target market
This solution is aimed towards the people who are unaware of the products and services
of the organisation and therefore the target market are the audiences who do not have knowledge
about the kiosk machines. Moreover the people who are more digitised and frequently use
computing devices in their daily life are the target audiences. Solutions of marketing campaigns
and the existing products and services is digital marketing for better awareness among the people
(Innanmaa, 2020).
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Marketing mix
In order to create awareness about the products and services of the organisation, it is
important for the company to create the attractive and attention gaining content so that the
customers can get awareness about it. Marketing campaign for the organisation must be on the
world digital preservation day which is celebrated on the first Thursday of every November. This
digitalization day is celebrated so that more people can get the awareness of the more advanced
technology which is introduced in the world. Therefore, organisations must use the social media
applications to play the contest to the customers in the context of kiosk machines. This will help
the company in creating awareness of its products towards the customers. This day is chosen
because it is related to the marketing campaign and therefore it will directly connect with the
audiences which can be impressive in the marketplace. This is the promotional tool of marketing
mix (Bui, 2020).
Conclusion
It is concluded that marketing plan is an important concepts to learn and study so that its
applications can be applied in the real world organization. Therefore, it is important to conduct
the primary and secondary research about the market. It is necessary to determine the strategy
and marketing objectives. It is essential to examine the product life cycle. It is significant to gain
the knowledge about target marketing and marketing mix. Hence, this report covers all such
areas in order to better understand the concept of marketing plan.
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References
Books and Journals
Bui, T.T.N., 2020. Inbound Marketing Plan for Small & Medium-Sized Businesses.
Bulatova, S.K., 2018. The concept of Business plan and marketing plan. In Индустрия туризма
и сервиса: состояние, проблемы, эффективность, инновации (pp. 129-131).
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
DO, T., 2021. Marketing Plan. Marketing.
Innanmaa, K., 2020. A strategic marketing plan.
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