Alfred Smart Home Deadbolt: A Market Launch Plan for Australia

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MRKT20052 MARKETING
MANAGEMENT AND DIGITAL
COMMUNICATION
Product Name- Alfred

Executive Summary
The presentation is exploring on the Alfred product which is
one of the best smart home Deadbolt tool full with intuitive
and sophisticated technology which provides security to the
home. The product is wish to be launched by company in
the Australian market which enhance user interference and
experience. The report in includes all essential factors in the
context of launching to the products.

Table of Content
• Executive Summary
• Introduction
• Company analysis
• PESTLE Analysis
• SWOT Analysis
• Customer Analysis
• Market objectives
• Sales Objectives
• Communication Objectives
• Marketing Mix Strategy
• Conclusion
• Recommendations
• References

Introduction
Prepare market strategic plan to
launch Alfred product in the market.
Analyse Market conditions
Develop effective market mix
strategy
Analyse customer demand and set
target audience
Develop promotional strategies to
develop engagement of product.

Company analysis
Alfred company was founded in 2017.
Provides best technical software for
home security including variety of
smart home products.
Provide better user interference with
easy installation.
Advanced with artificial intelligence and
provide high technical advance
products with good quality aspect
(INDIEGOGO, 2019).
Handle with care products are offered
to customers.

PESTLE Analysis
Political
 Government support
behind launching the
product.
 All the deliverables of
product are determined
under tax and fiscal
policies.
Economic
 Targeting the market
with higher income
will affect GDP of
Australia.
 Enhance economic
growth of company.
Social
 Provide securities to
home and society with
user interference.
 Provide better living
care to the people.
Technical Legal Environmental
 Technically advanced
with user digitisation.
 Provide technical
proof safety at home.
 Develop fair
competition
 Acceptance of all
legal factors and
policies.
 Fair trading
 Successful in bad
climate conditions.
 Green
environmental
techniques are used.

SWOT Analysis
Strength
 Advanced
artificial
intelligence
technique.
 Motorized
Deadbolt with
enable privacy
mode
 Durable for
smart homes
and high
profile income
Weakness
 Non
affordable for
low income
level.
 Technical
failure reduce
sales in
market.
Opportunitie
s
 Innovation to
new market
segment.
 Get leader in
the market in
security
gadgets.
 Enhance
market share
Threats
 Technical
threats
 Entrance of
new and
advanced
technical
security
gadgets.

Customer analysis
Engaging more people for advancing
the security level at home.
Customers that are seeking for
innovation will buy this product.
Attracting customers because it is
easy to use through mobile
Bluetooth operations
Auto relock mode enhance user
home safety.

Marketing objectives
Some marketing objectives in the context of Alfred
are:
To enhance market share up to 15% and increase
sales of product by implementing promotional
strategies.
To enhance profitability and economic growth in
Australian market by engaging at least 15000
users over a year (Sadiqua, 2017).
To launching security gadgets in the Australian
market will leads to new innovation in the society.
To increase distribution of Alfred distribution by
15% over period of 1 year.

Sales objectives
Some sales objectives in the context of Alfred
are:
To increase the sales of product up to 25%
in the market which help in maximising the
market share and profitability ratio of
company.
To engage customers by providing them
each and every specification will directly
impact on the sales of the project.
To enhance productivity of firm for at least
15% by developing sales of the product.
To set effective price segment for better
sales promotion of product (Grant, et.al.,
2015

Communication objectives
Some communication objectives in the context
of Alfred are:
Develop effective advertisement campaign to
engage more users for product.
Implement promotional techniques which
enhance user awareness and develop
engagement of customers.
Develop product image in the market.
Engage at least 30% new customers in the
market by providing proper specification and
utilisation of product.
Develop awareness and knowledge to
customers for Alfred product to earn at least
20% profit in the market(Adler, et.al., 2015).

Marketing Mix strategy
Product name: Alfred
Price: $44,969 USD
Launching market: Australian
market with dual and direct
distribution channels.
Promotional strategies:
Advertisement through social media,
and other resources such as online
marketing and by promotional
strategies (INDIEGOGO, 2019).