Marketing Plan for Pixelate Induction: A Wireless Charging Solution

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MARKETING PLAN
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Table of Contents
EXECUTIVE SUMMARY...................................................................................................................3
INTRODUCTION............................................................................................................................. 4
SITUATION ANALYSIS..................................................................................................................... 5
COMPETITOR’S ANALYSIS.............................................................................................................. 6
CUSTOMER ANALYSIS.................................................................................................................... 7
PROBLEM STATEMENT.................................................................................................................. 9
OBJECTIVES.................................................................................................................................. 10
MARKETING MIX STRATEGY.........................................................................................................12
CAMPAIGN EVALUATION.............................................................................................................14
BUDGET ALLOCATION..................................................................................................................15
CONCLUSION............................................................................................................................... 16
REFERENCES.................................................................................................................................17
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EXECUTIVE SUMMARY
The report is about the product Pixelate induction introduced by ClickCharge, which uses the
latest technology and provides the user with the facility of wireless charging. In the report
market situation has been analyzed, PESTLE & SWOT ANALYSIS conducted shows that changing
attitudes of the people are beneficial for the company’s product but there is also the threat of
introduction of the new technology in the market.
The segmentation targeting and positioning of the product are done based on the
psychographic segmentation and the target group is mainly the youths of the country as the
company has positioned itself as the user-friendly and advanced technology product. The main
focus of the company is to increase the demand for the product by reducing price and
increasing product awareness among the various groups in society.
In the marketing plan report objectives are set using the SMART approach and also the
strategies of the marketing mix have been used where the promotion of the product is done
through getting the media coverage for the product. The evaluation of the marketing plan has
also been done after completion of the plan and the budget for the marketing activities has
been decided that will help in managing all the tasks. Thus this report has successfully identified
all the problems and the challenges in the market and find out solutions for implementing them
to attain the desired goals and outcomes for the company.
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INTRODUCTION
The product pixelated induction is launched by ClickCharge; the product enables the charring
without any wire. This latest technology helps in converting any product or device or any
surface into the unrestricted positioning, charger without wire. The pixelated induction has the
magnetic connectors that support for tiling, it can charge up to 5W in a free position. When the
mobile phone is kept or place on the surface, ClickCharge intelligently activates.
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SITUATION ANALYSIS
PESTLE ANALYSIS
POLITICAL ECONOMICAL
The government policies are changing for the
telecom industry frequently and there are also
changes in the tax policies which need to be
considered by the product company.
The disposable income of the people is
increasing because of the lower inflation and
this act as a support for the growth of the
company (Rastogi & Trivedi, 2016). The
interest rates are also falling and thus people
prefer to save more, this provides the higher
market for the product’s company.
SOCIAL TECHNOLOGICAL
The increasing rate of population, changing
attitudes of people, changing lifestyle etc. all
these factors implies that the market for the
wireless induction will be increased (Rastogi &
Trivedi, 2016).
The change in technology is the biggest
advantage as it is easy to use wireless
induction and also saves time. The company
has to focus on improving it too greater extent
as technology is changing rapidly.
LEGAL ENVIRONMENTAL
Company has to focus on protecting the
consumer protection rights and has to keep
themselves updated with the latest
regulations and rights. The health & safety of
the labour, as well as the consumer, has to be
ensured by the company.
The company has to take care of the
environmental policies, as with the climatic
changes, the regulations and rules are
changing. The company has to ensure that all
the rules must be followed and the new
technology does not cause harm to the
environment (Rastogi & Trivedi, 2016)
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COMPETITOR’S ANALYSIS
There is a large number of the competitors in the wireless charging induction and these players
are competing by providing the better quality and the product affordability (Business insights,
2019). Some of the major players in the market are Texas Instruments, WiTricity Corporation,
energizer Holdings etc.
These competitors vary in providing the durability, affordability and the quality of the products.
The customers get attracted to the product which is more durable with better quality and
affordable price. In the case of the ClickCharge, the prices of the pixelate induction are higher
as compared to the other companies like energizer holdings and WiTricity Corporation. The
company needs to focus on maintaining quality by providing the products at an affordable price
(Business insights, 2019).
SWOT ANALYSIS
Strengths Weaknesses
 The device has the simplicity
 Can be used easily
 Highly compatible
 Wireless (Phadermrod et al., 2019)
 The current technology does not match
 The significant surface is being
occupied by the device
Opportunities Threats
 Can develop improved similar services
 Work as partners with other
enterprises
 The need for all mobile phones
 Introduction of advanced technology
 Others can copy this technology
(Phadermrod et al., 2019)
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CUSTOMER ANALYSIS
Segmentation- this method is defined as the approach in which the groups are divided based
on the various similar factors such as applications, selection and identification (Kotler et al.,
2015). Segmentation of the pixelate wireless induction is done based on the psychographic
segmentation as with the growing world, the attitudes of the people are changing and they are
accepting the new technology. Also, the segmentation will be done through industry such as
automotive, healthcare, industrial, electronics, and defence.
Targeting- This term can be explained as the term in which the segmented group is selected
and served as per their requirements. The targeting of the pixelate induction will be done based
on the age group of the people as younger people prefer more to use the latest technology. The
people between the age group of the 18-40 years will be targeted (Kotler et al., 2015).
Positioning- positioning can be said as maintain the value of the brand in the eyes of the
customers, in other words, positioning is also known as the perceived value of the product or
company. The positioning of the ClickCharge pixelate induction is done as the product which is
user-friendly and provides the latest technology for consumers. The ClickCharge has positioned
itself as the portable charger which provides easy charging and saves time and efforts of the
customers (Jawad et al., 2017).
The potential customer or service for the product is especially the young generation people
who are engaged in applications such as smartphones, laptops, tablets, automotive etc. also
another segment group of customers are the industries, hospitals where there is the need to
use the latest technology that helps in reducing extra time and efforts. As the marketing
consultant of the company ClickCharge, the target customer will be the younger generation of
people because there is an increase in several population and youths in the country. According
to statistic 2019, there are 96% of the people between the ages of 15-24 who uses
smartphones (Jawad et al., 2017).
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The desired positioning of ClickCharge is to be the leader in providing the best technology
service. The positioning statement for the ClickCharge is “believe in the magic of the latest
technology and enjoy its simplicity with affordability”. The company's product has positioned
itself as the easy new technology that supports making the task easier and simpler.
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PROBLEM STATEMENT
The product pixelate induction will face problem while launching this product in the Australian
market because of the major reason for the pricing of the product. Information collected
through the secondary sources shows that GDP growth rate has declined since the past few
years and this is the reason the company is not able to reduce the prices of the product. The
pixelate induction uses advanced technology and due to the weaker infrastructure, it becomes
a little difficult for a company to create a heavy demand for the product in the market. Also as
the pixelate induction is the latest technology and because of that there is less awareness of
the product and customers do not trust easily (Zikmund et al., 2017).
These are some of the major challenges that could be faced in the Australian market in 2019
while introducing their new product pixelate induction in the market.
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OBJECTIVES
The objectives for the marketing of the product according to the problem statement identified
are:
1. To reduce the pricing of the product by 2022 by minimizing the extra cost incurred in
manufacturing by 20%
2. To increase demand for the product by 2023 through strong marketing strategies and
get increased revenue by 30%
3. To get customer satisfaction within 2 years through providing them quality products an
increased product awareness in the market up to 50%
The SMART approach will be used for describing the objectives in detail:
S: SPECIFIC
In the objectives discussed above this is clearly defined what the company wants to achieve
that is to reduce pricing, to increase demand, to get customer satisfaction. These are the
primary goals of the marketing plan of the company (Hallahan, 2015).
M: MEASURABLE
The objectives set for the company is measurable as when pricing will be reduced there will be
an automatic increase in demand and thus revenue will also increase. The rise in demand will
lead to an increase in awareness and customer satisfaction (Hallahan, 2015). The success of the
goals will be measured through the financial reports of the company.
A: ATTAINABLE
The goals set are attainable as it is manageable to reduce the price of the product by reducing
extra cost such as cost incurred in factory management, maintenance of personnel, the
equipment can be reduced through working efficiently and effectively with the predefined plan.
R: RELEVANT
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The goals set are relevant as this is important to reduce the price so that the product becomes
affordable for the entire consumer in the market (Hallahan, 2015). These objectives are
relevant because they are important for the growth of the company.
T: TIMELY
Each objective has to be achieved in the defined duration of time, the time set for the
objectives are decided after analyzing the market scenario and customer analysis. Within 2-3
years the company will be able to face all the challenges and increase their rate of revenue for
future development and growth.
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MARKETING MIX STRATEGY
The elements of the marketing mix used in the marketing plan of an organization comprised of
4P's that are product, price, place and promotion which must be considered by the marketing
manager while taking decisions in the business as these strategies help gain success and raise
the profitability of the business. The marketing mix strategies that are used or can be
implemented by Pixelated Induction are as follows:
PRODUCT: Pixelated Induction has launched its first product Clickcharge! which is a great
technology introduced in Australia in 2016 that can convert any surface into a wireless charging
point on which any mobile can be charged without any efforts. This technology categorised
under hardware and devices can transform any surface into a wireless charging area or station
with the help of the revolutionary charge layer (Dean, 2019). The client just needs to place the
mobile on a flat surface that is connected or surrounded by this technology and the mobile,
laptop or any electronic device will start getting charged. It is an excellent quality innovative
product offered by the company that has increased the attraction of a large number of
consumers that leads to increasing the revenues of the business. This product is introduced in
the world and is rewarded in 2016 Innovation Act Competition, 2017 Innovation Connect Grant
and 2017 ANU CECS award (Dean, 2019).
PRICE: Pixelated Induction applies the strategy of value-based pricing in the business in which
they have set the price of the product based on the perception of the customer about what
should be the worth of the product (Kotler et al. 2015). This strategy helps the business in
raising its profitability. The reason behind using the value-based pricing strategy is that the
product introduced by the company is very unique and differentiates itself from other products
introduced by the competitors. It is a high-quality product-focused on fulfilling the needs and
demands of the customers which makes the product best for using value-based pricing (Kotler
et al. 2015).
PLACE: Initially the product is available only in Australia as it has been launched recently by a
group of engineering students studying at the Australian National University (ANU). The
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