Marketing Management and Digital Communications Plan for AR Glasses

This report presents a comprehensive marketing plan for the Everysight Raptor Augmented Reality (AR) Glasses. It begins with an introduction outlining the product's features and the importance of a marketing strategy for this emerging technology. The report details the steps in creating a marketing plan, emphasizing product description, target audience identification, and budget allocation. A SWOT analysis examines the product's strengths, weaknesses, opportunities, and threats, considering the competitive landscape. The report sets marketing and financial objectives for the first six months, including increasing customer awareness and capturing market share. It then outlines a marketing strategy using the 4 P's (Product, Price, Place, Promotion), focusing on digital marketing and communication channels. An action program based on the product growth life cycle is proposed, along with the implementation and control of the marketing plan to monitor performance and gather feedback.

Running head: MARKETING MANEGEMENT AND DIGITAL COMMUNICATIONS
Marketing Management and Digital Communications
Name of the Student
Name of the University
Author Notes

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Table of Contents
Introduction......................................................................................................................................2
Steps in Marketing Plan...................................................................................................................2
Swot and Competitor Analysis........................................................................................................3
Marketing and Financial Objectives................................................................................................5
Action program to achieve the marketing and financial objectives................................................7
Implementation and Control of marketing Plan..............................................................................8
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................10

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Introduction
The purpose of this report is to prepare an effective business marketing plan for the
Everysight Raptor Augmented Reality (AR) Glasses, which is one of the newly introduced
technological gadget dependent upon the principles of virtual reality. Report will highlight upon
the Features which are associated with the new technological gadget along with its importance
that the user can enjoy. It is important to mention that Augmented reality glass, currently do not
have huge popularity compared to many other technological gadgets, as less number of people
are aware of its presence and features that are associated with the device. The marketing plan
will help to increase Awareness of the technological lover by providing detailed information
related to the AR glass.
The current marketing plan will conduct the SWOT analysis, along with examining the
competitive environment of the product. It is important to fix upon the marketing and financial
objectives, which will be reflected upon the marketing plan. Special focus will be given up on
the digital communication, which will be a part of the promotional campaign for the newly
launched product. The report will end by providing the technique of marketing control process,
which is necessary for monitoring the overall business performance of the Augmented reality
glass.
Steps in Marketing Plan
Deciding among the steps in the marketing plan is an important part of the sales
procedure of Everysight Raptor AR Glasses. As mentioned by Manorek et al., (2016), in the
primary step it is necessary to provide detailed description of the product along with its features

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and advantages. This is the primary step due to the fact that the detail information of the product
will have the target customer groups to understand its significance and importance in the daily
life. This is an important step in making the marketing plan as it is in the process of product and
brand identification. The following step it is important for the company to decide upon the target
audience. Due to the fact that this type of gadget is yet to gain popularity, currently the target
customer for the marketing plan will be limited to small group, which will include only high
gadget freaks individuals mainly belonging to the recharge section of the society. The following
path the company will have to decide upon the steps of implementing and executing the
marketing plan and gain competitive advantage in the respective domain (Paik & Zhu, 2013).
Special promotional event will be held by Everysight Raptor Company, which can help them to
highlight upon the importance of AR glasses and its significance. It is also important to decide
upon the overall budget of the marketing plan before implementing the same. Due to the fact that
the target audience for the AR glasses is limited to a small group of audience, it will not be
necessary for the company to invest huge amount in the marketing plan.
Swot and Competitor Analysis
The SWOT analysis tool is an essential part of the marketing planning, which helps an
organisation to decide upon their internal strengths and weaknesses along with the threats and
opportunities that exist in the market (Babin & Zikmund, 2015).
The major strength for the Everysight Raptor is due to the fact that they are able to
provide high quality product and are able to incorporate the latest technological design, thereby
incorporating smart features. The major strength of their Augmented reality glass is due to the
fact that they are able to incorporate features of GPS, Bluetooth, Wi-Fi and many other forms of

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latest technology which can give them a competitive edge compared to other Rivals. The lower
price of their product, compare to that of Samsung, Google or Apple, it is possible for Everysight
Raptor to increase up on the range of customer and thereby enable them to increase the
popularity of this new type of smart Technology.
The major weakness for the company is due to the fact that less number of people are
aware about the brand, that and the use of this Augmented reality glasses. Due to the low level of
popularity of this product, it is always important for the company to provide extra effort to
increase the level of awareness of the technology lovers.
In spite of the fact that currently there is lower rate of popularity of the Augmented
reality glass, it is expected to be one of the most popular products in the coming years. The
consumer wearable products, which include fitness band and Augmented reality glass is believed
to be one of the important for all fitness lover individual. The opportunity will also enhance due
to the fact that fitness and sports have become an important part of the culture of most of the
nations in the globe. It is also relevant to mention that between the year 2014 and 18 the market
for wearable technological devices have increased to 78% (Giartosio & Tregnaghi, 2013). This is
expected to rise even more the coming years due to the fact that more people are growing the
tendency of making use of the product, which can enable them to provide smart information in
the form of virtual reality.
The major threat for the company is due to the fact that it is highly challenging for them
to gain competitive advantage and attract the customers, due to the presence of reputed brands
such as Samsung, apple and Google. These large scale companies and effective marketing
strategies which can be a major threat for Everysight Raptor and it can be a major challenge for

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them to seek the attention of the customers. There is also the threat from new entrants, which
includes start up technological companies such as MJ Bale, who are providing same type of
gadgets at much cheaper rate. It is relevant to mention that cheaper product will be more popular
due to the fact that most of the people might not be willing to spend huge amount for a gadget
which is currently not much popular within the technological market. There is also the threat
from alternative products of augmented reality glasses which includes the Lenovo New Glass
C200 and the Snap’s Spectacle Glasses (Lanman et al., 2014).
All these alternative devices of augmented reality glasses are some of the major
competitors, who can capture a significant part of the market share of wearable technological
devices.
Marketing and Financial Objectives
It is important for the company decide upon their financial and marketing objectives,
which will be reflected upon their Marketing plan and the process of making financial budget. At
the initial stage the financial and marketing objectives will be decided on a period of first 6
months.
Following are the set of marketing objectives for Everysight Raptor Augmented Reality (AR)
Glasses:
 To increase the level of awareness of customers and technological lover about the
advantages of using Augmented reality glasses in everyday life.
 Highlight upon the smart new features of the new launch augmented reality glasses using
effective Marketing Communication strategies and promotional campaigns.

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 To capture at least 20% of the market share for wearable technological devices within the
first 6 months.
Following are the financial objectives for 6 months:
 To make a profit of 2 million dollar within the first 6 months.
 Lower the price of the product for the first month after the launch period and then vary
the price depending upon the response from the market.
 To make most use of the medium of digital marketing, this will help to lower the cost of
promotional campaigns.
Marketing strategy and Marketing Communication Plan
The 4 P's of marketing mix tool will be used for implementing the business strategy,
which will help the company to control certain parameters related to price and promotional
techniques (Kim & Lee, 2015).
Product: It is important for the company to highlight upon the smart features of the
product, which includes GPS enabled spectacles with 2GB of RAM. Advanced level of
processor along with Wi-Fi and Bluetooth will also be enabled in the new glass. These smart
new features will enable the user to project the physical environment into the virtual reality glass,
which will have dedicated speaker, gyroscope, barometer, magnetometer and accelerometer. The
product will also have a longer battery life compared to most of the rivals. This will ensure that
user do not have to worry about frequently charging of the device (Denning et al., 2014).

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Price: Due to the fact that augmented reality glass is yet to gain popularity among the
technological never, the price will be kept at premium level, which will help the company to
make sufficient level of profit thereby ensuring sustainability for the future market, which can be
help them to make use of the upcoming opportunity. It is also relevant to mention that due to
shortage of supply, the company has to spend high-level in the manufacturing process. This will
have direct impact on the pricing level of the product.
Place: Everysight Raptor Augmented Reality (AR) Glasses will be launched all across
the globe. The main area of purpose will be communities, which have a strong fascination
towards maintaining a level of fitness and passion towards outdoor Sports. In most of the places
the product will be available through both online and offline distribution channels. However, in
the remote regions, the company will only have to depend upon online channels.
Promotion: For promotional event company will be depend upon digital marketing
channels, which will mainly depend upon the digital communication channels. This will include
online technological blogs and social media websites. The company will publish dedicated blog
for raising the level of awareness of the target customer about the significance of using
augmented reality glass. Special dedicated pages will be designed in social media platforms,
which will help them to form online communities to discuss and communicate about the
importance of AR glasses. With the help of digital communication techniques, it will also be
possible for the customers to reach out the company executives for issues related to after sales
service.
Action program to achieve the marketing and financial objectives

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The product growth life cycle planning will be used as a part of the action program
achieves the financial and marketing objectives of AR glasses of Everysight Raptor. In the initial
phase, the product will be in the growth phase. In this stage, the company cannot expect to gain
any profit due to the fact that most of the expenditure will be spent upon marketing activities. For
the first three months, the product will be at its growth stage, where the company will have to
face financial loss. However, for the next few months the product will be at its maturity stage
and action program will be taken accordingly to maximize the profit level.
During the growth phase, the company will offer some introductory offer, which will be
Limited for the first month after the launch of the product (Silaban et al., 2014). During the
maturity phase, the company will aim to maximize the channel of distribution, which will help
them to increase the volume of sales.
Implementation and Control of marketing Plan
It is important for every business organisation to effective process of marketing control,
which will help them to monitor the overall performance (Xie & Liang, 2013). Following are the
Major steps that are incorporated in the process of marketing control that will be implemented by
Everysight Raptor.
 Collection of feedback and opinion from the existing customers and other technological
experts.
 Calculation of the total profit that is earned from the sales of augmented reality glasses.
 Measurement of the response and information that are collected as primary sources from
the consumer markets.

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 Comparing the record of sales with that of others Augmented reality glasses that exist in
the market.
 Fixing upon a performance standard, this will be followed.
Conclusion
In the concluding note it can be said that the existing marketing plan that are resented
for Everysight Raptor Augmented Reality (AR) Glasses will aim to increase the market
popularity of the product. It is important for the company to evaluate the internal strengths and
weaknesses, which will ultimately help them to exploit the opportunities that exist in the
respective market. The company will also use the platform of digital communication, which will
be the major source distribution.

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Reference
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reality glasses: Perspectives on recording and privacy-mediating technologies. In
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Giartosio, F., & Tregnaghi, G. (2013). U.S. Patent Application No. 14/439,595.
Kim, K. Y., & Lee, B. G. (2015). Marketing insights for mobile advertising and consumer
segmentation in the cloud era: AQ–R hybrid methodology and practices. Technological
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