MRKT20052 Marketing Management and Digital Communications Report

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MRKT20052
Marketing Management and Digital Communications

Executive summary
This is necessary to manage the marketing strategies to attain balanced growth and
development in attaining some new products or to establish balanced development regarding
the existing product. This particular report also discussed about the importance and necessity
of marketing plan to attain growth and development in building the entire project structure.
There will be the discussion about the new launching of Pixelated Induction that is Click
chargers. To make effective marketing plan those factor have been critically analyzed which
could affect the entire process of product invention. The preferred targeted customer market
had also decided which will use the product in significant manner. There will be the
discussion about several factors which needs to be considered while launching some new
product.

Table of Contents
Executive summary....................................................................................................................2
4. Introduction............................................................................................................................4
(V)Situation analysis..............................................................................................................5
(vii)Customer analysis...........................................................................................................7
(viii)Problem statement..........................................................................................................8
(ix)Objectives.........................................................................................................................9
(xii)Marketing Mix...............................................................................................................11
(xiii)Campaign evaluation....................................................................................................13
(xiv)Budget allocation..........................................................................................................14
(xv) Conclusion........................................................................................................................15
(xvi) References.......................................................................................................................16

4. Introduction
The organization Pixelated Induction is launching one of their new and innovative product in
the market place. This is one of the wireless charger which could be put on any type of
surface and have the ability of charging more than one mobile at same time with same
abilities and charging speed. The organization is located in Sydney Australia and will become
the inventor of such innovation to produce in the market place. This report will discuss about
the marketing plan which will be execute by the organization to attain successful
development from the innovation. The plan will be helpful for the organization to attain
customer base and analyse the success factor.

(V)Situation analysis
PESTEL Analysis of Pixelated Induction
 Political: This is necessary to follow all the policies and regulations which have been
made by the government to initiate the product launching related to taxation and so
on.
 Economic: The country Australia is balanced in context of economy and looking to
expand some products which are technical and innovative. Thus, the products could
be beneficiary to be invented.
 Social: The society of Australia is busy as well as sophisticated. People who are
spending most of their time on technologies will like to use such product to use the
conflicts in their day to day lifestyle (Vanharanta, et. al., 2014).
 Environmental: The particular product will be invented by looking after the
environmental factors as the product will not consume unlimited energy.
 Technological: the invention will give boost to the current technical concepts and
will become one of the reason behind technical advancements.
 Legal: This is necessary to follow all the legal factors while implementing the
product which mainly includes health related policies. As this is necessary to use
those technologies which will not affect the health factors in negative manner
(Hutchinson, et. al., 2015).
SWOT analysis
Strength
 Provides charging option for more
than one phone.
 Innovative approach of wireless
charging
 Innovations are the major concern of
current market place.
Weakness
 It will be limited to those who have
goog knowledge of technologies.
 This will occupy large area of space
which become issue sometimes.
Opportunities
 This will make the charging
procedure hassle free.
 This will also be easy to carry at
different palaces and will not require
Threat
There will be the threat of competition on
large scale.
Large amount of competition or some
innovation could it relevance.

any socket.
Competitive analysis
The competition could affect any of the new entry in market. This is necessary to analyse the
competition to build some strategies to overcome the challenges in significant manner. one of
the competition of such technology is Air charge. This is also the surface charger same as the
click charger. The product attains good market place in the market but this is limited to the
charging of one phone only (Benedetto & Lindgreen, 2018). Moreover, the click charger is
sufficient to provide charging to more than one mobile which could be stated as its one of the
major advantage. This benefit of modified product could be helpful to build strong market
place.

(vii)Customer analysis
This is necessary to analyse and determine the targeted market as it will help to attain more
impactful idea about different market factors which needs to be accomplish while initiating
the product. The customer base for click charger will include the people who likes spend
most of their time on mobile phones like youth and business men. On the other hand, the
travellers are also the preferred choice for such innovation. This will help them to reduce the
stress of finding the charging socket to charge their mobile phones (Ekpo, et. al., 2015). This
product will be beneficiary for such people to be used and provide them advantage of better
charging facilities.
The other customer market which includes in the usage of such product includes the
industries like hospitality and food. As they want to give better facilities to their customers,
this will be helpful for them to have some innovative advantage. This will also help to raise
the standard of particular place and will provide more stable customer base.
The positioning of this particular products includes the people who uses their mobile phones
for large time and attain more than one device. The main customers positioning will focus on
the large businessmen as they are the people who uses more than one mobile phone and have
a lot to do with their devices (Loots & Grobler, 2014). This innovation will help such market
place to attain innovative resolution regarding their wired charging issues.
The charge will provide the benefit of charging more than one devices at single time and
could also be moved from one place to another.
This advantage will be the major factor which will be helpful to attract large market towards
the demand pf product.

(viii)Problem statement
The idea of wireless charger could be stated as one of the desired innovation. But while
attaining the new or innovative approach there could be many of the problems which faces by
the product. The innovation of click charger also faced many of the issues related to the
introducing the concept. One of the major issue is related to the Customer Segment as the
product attain different innovation and hard core technologies which limits its market. This
makes the market of product limited which initially could affect the product values and
marketing.
The other issue is related to the Existing Competition. The current competition market had
become one of the negative factor to attain the more impactful market place. Different
competition which had been initiated in the market is negatively affecting the business of
organization (Abishovna, 2014). This could become quite challenging to make more
impactful market segment to overtake the already situated market.
The other issue is related to the Changes and Modifications as different marketplace
organizations are giving tough competition to the growth and development of product base. It
could be understanding that different organizations will also make some changes to be on the
upper side and if they will make some more impactful changes it will negatively affect the
existing market growth of the organization.
The other factor which needs to be consider while introducing the product at market place is
related to determining the Price of the product. As the customers will defiantly cross check
the product and will like to go to the organization which will provide effective quality on the
affordable prices (Li, 2014). Thus, it could be stated as the major issue for organization to
provide more innovative quality on effective pricing.
One of the other issue related to initiating the innovation is related to the Usage of Right
Technologies in building the entire structure of project. It could be understand that these
factors needs to be managed balancing the entire process of initiating the product
management.

(ix)Objectives
The objectives of initiated the innovation includes some organizational factors which needs to
be attain by the organization to become more innovative and developed. The objectives of
these particular product innovation are:
 Digitalized growth and development
 Brand attentiveness
 Increase in sales and revenue
These are the main objectives which organization needs to attain by attaining the concept.
The concept of situation analysis had helped to make some analysis over the market which
would be needed to build the digitalized growth and development (Dragoljub, 2017). This
innovation will be helpful to make customers involved with different concepts which are
necessary to be initiated to make the customers aware about the innovation.
Moreover, to attain the brand awareness this is necessary to build the innovation with those
technical factors and steps which could be easy to be used by the customers. the facilities of
specific wireless charger will be helpful for the customers to attain more hassle free and long-
time use their mobile phones without stressing about the charger or any other component.
Along with that, the main motive of initiating the concept relates to grow the sakes and
revenue of the organization that is the why the organization had become first to attain such
innovation. But to attain the desired objectives this is majorly necessary to make some
strategies to attain effective market place.
SMART approaches
 Precise: The objectives which have been mentioned above are precise and the aim of
organization to be fulfilled. These are easy to understand by different market place
and the customers can also relate with these ideas and strategies.
 Assessable: The goals and objectives which have been mentioned are accessible as
these have been made up with the critical thinking over the relevance and accessibility
of these objectives.
 Convertible: The objectives which have been made are flexible to gather the
innovative changes to attain customers satisfaction (Mihai, 2015).
 Relevant: All of these objectives are relevant to the process which needs to be
executed in the further performance management of the innovation.

 Time certain: These objectives have been put according to the maintain the
procedure in the specific time management. This time management would be helpful
to access the data significantly.

(xii)Marketing Mix
Marketing mix generally refers to foundation model for business and this concept is
undertaken in consideration by Pixelated Induction company while developing its marketing
plan for the its click charger product. Pixelated Induction company through considers
marketing mix in its product marketing plan as this model enables the company to pursue its
marketing objectives in reference to click charger in competitive market through the tools of
the marketing mix (Paswan, et. al., 2012).
Moreover, Pixelated Induction also able to ensure that the marketing plan of click charger
meet customer satisfaction, sustain efficient market share, develop brand image, maintain
brand loyalty and customer retention. The marketing mix that are generally considered by
Pixelated Induction are stated below:
Product: In the marketing mix product refers to the click charger product of Pixelated
Induction along with further states the design, packaging, labeling, services and guarantee of
the product which further signifies the aspect of the product to meet customer satisfaction
and it also further states the concept that are regarded to consider in marketing of the product
as for further developing brand image of the product.
Price: The price factor of marketing mix refers to the price of the click charger product of
Pixelated Induction that customer could pay for the product in competitive market. The price
factor consist price tactics, price setting and price strategy in marketing plan of click charger
by Pixelated Induction as for efficiently sustaining market share as price impact the overall
product position and for customer retention price is regarded as major factor (Morgan, et. al.,
2012).
Promotion: Within marketing mix, Pixelated Induction company undertake the consideration
of marketing communication for promoting its click charger product in the competitive
market through elements such as sales promotion, direct marketing and advertising. This
factor support the development of brand image of the click charger in the competitive market
through advertisement in television, social media, newspaper and radio which enables to
brand image of the product.
Place: Place in the marketing mix refers to the targeted market set by Pixelated Induction for
its click charger and this factor is considered within marketing plan of Pixelated Induction for
considering effective market in reference to customer convenience as further impacts
customer retention for the product. Thus for customer retention Pixelated Induction

considers place factor of marketing mix for developing effective strategies through market
coverage and generating efficient location decision (Berthon, et. al., 2012)