Marketing Promotional Plan: An Analysis of Synergetics Consultancy

This report presents a detailed marketing promotional plan for Synergetics Consultancy, an engineering consultancy service in Australia. The report begins with a background analysis of the company and its core service, Computational Fluid Dynamics (CFD). A secondary research method is employed to assess the product's current value and identify marketing needs. The report includes a value analysis, market position analysis, and a promotional mix designed to address market gaps and enhance market penetration. The plan aims to expand Synergetics' market share by targeting sections of the market that are not yet fully engaged, leveraging the company's strong brand value and innovative services to increase sales and investor confidence. The report also covers the objectives and promotional plan, including strategies to reach potential customers and increase goodwill globally.

Running head: MARKETING PROMOTIONAL PLAN
MARKETING PROMOTIONAL PLAN
Name of the Student
Name of the University
Author note:

1MARKETING PROMOTIONAL PLAN
EXECUTIVE SUMMARY
In the following report a detailed marketing promotional plan will be designed for a chosen
company. Therefore a detailed background of the product is given in the beginning for the
basic understanding of it and to identify the areas which need promotion. The company
chosen is an engineering consultancy service in Australia and the service is consultancy in the
field of engineering. After a background analysis a research method is chosen which will help
in understanding the products present value and the needs of it in terms of marketing, the
research method thus chosen is secondary method constituting of both primary and secondary
dat. A detailed value analysis of the company is given along with a market position analysis
of the company. Based on the present value analysis and the market gaps where the company
is yet to penetrate a market promotional mix is designed which aim at filling up those
marketing gaps. As conclusion, it is found that although the market is having established
market share, inducing the newly developed marketing mix will help the company in
reaching those sections of the market which are yet to be touched.

2MARKETING PROMOTIONAL PLAN
Table of Contents
BACKGROUND........................................................................................................................3
RESEARCH METHOD.............................................................................................................4
VALUE ANALYSIS.................................................................................................................6
MARKETING PROMOTION PLAN........................................................................................9
OBJECTIVES........................................................................................................................9
PROMOTIONAL PLAN.......................................................................................................9
CONCLUSION........................................................................................................................12
REFERENCE:..........................................................................................................................14

3MARKETING PROMOTIONAL PLAN
BACKGROUND
The aim of this report is to formulate a marketing and promotional plan for
Synergetics Consultancy, which will help the service in increasing its goodwill in its present
market and acquire new customers. The objective is to expand the market share of
Synergetics and increase sales.
Synergetics consultancy is a engineering consultancy based on technology company
producing consultancy service for realty and engineering industry (Synergetics.com.au,
2018). The company has an established goodwill in the market it operates. The most iconic
service of this company is its signature technology called the “computational fluid dynamics
(CFD)”. CFD is a technology process utilised by Synergetics, and is one of the most
advanced technologies for engineering on earth. It is also having high volumes of sales all
over the world (Blazek, 2015).
The primary target market of Synergetics Consultancy is the working affluent class,
which includes the upper middle class and the upper class of the society. The service of
Synergetics consultancy falls into the category of costly consultancy service and cannot be
afforded by the low-income groups. However, after globalisation and growth of developing
countries Synergetics has now new potential markets where it can sell its products.
Currently the product is highly valued with a high percentage of customer loyalty who
buys the service every time they build something new. There is an established goodwill in the
market of the product. House and real estate’s prices have gone up considerably in the past
years and the highest price is found in Sydney and Melbourne is the close second (Fuller,
2015). The engineering consultants have been taking due advantage of the situation to

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increase their business. The income to house price ratio has also gone up in the country
(Statista.com, 2018).
Figure 1: Australian House Price
Source: Statista.com
In comparison to its competitors Synergetics has a higher goodwill and the higher
income group is seen to be naturally opting for the mentioned company over other brands like
Entura, Aker Solutions, Aecom, Jacobs engineering and the likes (Australia.gov.au, 2018). If
a person is affluent, and having enough budget, that person is seen to be choosing Synergetics
over other phone brands due to the brand fetish created by the company and the technological
advanced services. I has turned out to be a status symbol and not just a service.
However, there are still sections of the market who is opting for the Ecau and
Northrop and is loyal towards other brand. They have biased views towards Synergetics
because they have a perception of the brand as too highly priced, and not compatible with

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smaller projects like personal housing. That is the justification of proposing a better value and
a new marketing plan for the product.
RESEARCH METHOD
The research method which is applied in this report mainly includes secondary data.
There are two kinds of researches that can be done, the primary data research method and the
secondary data research method (Bryman & Bell, 2015). Primary data are the ones, which
are collected by the researcher himself or by a group of researchers. Research data can be
collected in various ways. It can be collected by interviews, surveys and questionnaires
(Matthews & Ross 2014).
The secondary research method is the method in which the researcher collects data
from existing credible researches in the field, which has been already conducted (Sekaran &
Bougie 2016). The data is collected by duly analysing the existing sources, which may
include research, articles, or peer reviewed journals. The data about the target market,
product value and competitors is collected from various authentic sources including
Australian Bureau of Statistics, Austrade and other government or authentic peer reviewed
and critically acclaimed sources.
The justification of using such sources in collecting data is that, all the sources are
authentic, highly acclaimed, and critically reviewed. The government data and statistics
websites and sources cannot be doubted of their authenticity because of the repeated
inspection through which they go through. Apart from that the other articles, sources and
journals that have been used for research are also highly acclaimed. Popular and authentic
news websites are also used which have deeply rooted goodwill in the society. The Australian
Bureau of Statistics is an agency, which is independent but owned by the government, it is a
statistical body conducting statistical researches for the government (The Guardian, 2018).

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The statistical data it provides includes financial, social, and popular statistics and data.
“Austrade” on the other hand is a statutory body of the Australian government. The full form
is “Australian Trade and Investment Commission”. This organisation is given the
responsibility of promoting trade and commerce of Australia and hence attracts investment
from all over the world. The Chief Executive Officer reports to the Australian minister for
Trade and Investment (Austrade.gov.au, 2018).
These two sources provide a huge amount of statistical data and information about the
companies that are operating within Australia, and companies worldwide. All these data
collected from the mentioned sites are used and analysed in this report to understand various
perspectives of customer loyalty, product value and market position of Synergetics
Consultancy. Based on the findings the marketing communication plan is designed.
VALUE ANALYSIS
The brand value of Synergetics Consultancy is one of the highest all over in Australia,
and it is often listed in most valued companies in the region. The most valued and treasured
service of Synergetics Consultancy is the Computational Fluid Dynamics which has almost
become a craze among the realty sector in Australia. The company is a generator of a massive
and gigantic regular cash flow with a healthy and sorted balance sheet. The company has
been meeting the expectations of its investors from almost the beginning when the company
was listed as a public limited company.
However in recent years there has been a lack of an innovative growth catalyst that
will propel the financial equations of the company even higher. Brian Butterworth is the
present head of the directorial board of the company (Synergetics.com.au, 2018). He was
previously the General Manager of the company Pilkington Australia. He was also recruited
as the “Deputy Director General for Community services Victoria” and then “Director for

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Rural health for Victoria” both of which are public sector roles. Synergetics is too
exceptional and well established to experience a rebound in the current financial scenario.
The goodwill of the product exceeds the disadvantageous situation mentioned. The
company’s present position is at matured stage rather than a radical growth stage.
According to the customers perceived value Synergetics has placed itself as a product
which is mainly among the affluent people with a fetish for high end innovator products, it
has made itself synonymous with a good lifestyle and class. The peculiar situation with brand
positioning is, if a product perception is oriented towards the low income group the high-
income group will stop buying such products (Singh, Kalafatisn & Ledden, 2014). This will
adversely bring down the brand value rather than helping Synergetics by increasing sales due
to lower cost. The main competitors of Synergetics are Amec, Barminco, Bechtel, Calibre,
Belminco, CSIRO, Jacobs and a number of other engineering companies
(Engineeringcompanies.com.au, 2018).
There are a number of companies which have collaborated among themselves. In spite
of such collaboration the user experience of services provided by Synergetics consultancy are
higher and better. The feel of usage and the software smoothness in the Computational Fluid
Dynamics is higher is practically better than any other softwares used by many of the
engineering consultancy services (Blocken, 2015). The consumer perception of Synergetics
Consultancy is still unmatchable and the revenue has gone up by 12 percent according to the
official data published by the company in the end of 2017 (Synergetics.com.au, 2018). The
quarterly revenue of the brand has touched 52.6 million Australian dollars, which is 12
percent higher than the revenue collected in the same quarter last year (source: assumed and
prepared for this assignment task only). Cash flow amounting to 15.7 million dollars have
been generated and 11 million dollars were returned to the investors through “capital return
program” (source: assumed and prepared for this assignment task only). The revenue growth

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that Synergetics Consultancy has experienced over the years on an average in its service
category is 12%.
The Australian Bureau of statistics holds positive view towards Synergetics
Consultancy and in 2014 when Australian economy was going through a dip of 0.1 percent
rise, the company still maintained a standard growth. The Australian Bureau of Statistics has
considered 33 key economic indicators to give its statistics about the company, and this data
is updated as soon as new data becomes available (Abs.gov.au, 2018). The Australian Bureau
of Statistics “Clock Web Service” provides live projection of population growth which can be
utilised optimally to understand the potential of engineering consultancy service in the
Australian market (Abs.gov.au, 2018).
Even according to investors and market experts value the company’s potential
investing chances as excellent, promising the investors great return on investment, which
reflects the high standards of goodwill, customer’s loyalty, and investors faith the company
enjoys. The main reason behind the excessive growth in capital value of the company is its
excellent “return on equity”.
Expensive
technologically
advanced service
Non-
Expensive
service
Small
Company
Big
Company
Synergetics Consultancy

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Figure 2: Conceptual Placement of Synergetics Consultancy
Source: Created by Author
MARKETING PROMOTION PLAN
OBJECTIVES
 The first objective is to enter and penetrate into the market section where the
potential customers assume that the product is too highly priced.
 The second objective is to draw the users of services of other consultancy to
Synergetics.
 The third objective is to increase the faith of the investors.
 The third objective is to increase the goodwill of the product in the world over.
PROMOTIONAL PLAN
 The first objective taken is to penetrate into the market section where the
potential customers assume that the product is too highly priced. There
are sections of the population who have the purchasing power to buy the
service but are not convinced bout the pricing of the product. They believe that
the service is not worth the price, which it carries. The target market has to be
convinced about the price tag. Therefore, a marketing campaign has to be
designed keeping this objective in mind. The first thing, which is needed to be
done here, is the identification of the mediums, which will be best effective in
such situations (Milichovsky & Simberova 2015). The unmatchable features
that the company provides that cannot be provided by other companies has to

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be highlighted. This needs a fair amount of information feeding to the targeted
audience. Using hoardings or short television adverts would not serve the
cause. Therefore, for this particular objective digital social media
advertisement, search engine optimization, and news paper articles will help.
The usage of the social media and the reader profile of news papers have to be
found out first. Which social media is used by the target customers most often
and at what time they come online has to be researched. The most read
newspaper among the target group has to be also researched. As the target
customer constitutes of working professionals who are from the affluent
group, business newspapers are good option to give such adverts. Facebook is
used by everyone and this section of the population mostly come online post
work hours; therefore advertising in social media mostly in the evening or
night time will be effective (Bačík, 2015). Even the students are opting for
buying theor own properties, hence they have to be also kept in mind while
designing the promotional plan (Austrade, 2018)
 The second objective of the marketing plan constitutes the strategy to
bringing in users and loyalists of other consultancies to Synergetics. The
“Computational Fluid Dynamics” or CFD is one exclusive software that uses
various information, numerical data, variables that simulates fluid percolation
through surface (Kuzmin, 2014). The exclusive technology allows the
engineers to test the inner condition of the surface or operating plant without
building tunnels and holes inside, and tampering with the existing engineering
and infrastructural situation.

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Figure 3: “CFD modelling of effect of the dispersion of a moist,
contaminated, exhaust air gas from cooling towers. Streamlines and
surface contours correspond to the concentration of contaminated air,
with red being highly contaminated”.
Source: Synergetics.com
The main apprehension of the users of other softwares is the compatibility of
this software in their projects, whether it will work or not. Therefore it is
advisable to the operational and technical department of Synergetics technical
team from the marketing team to make their software more compatible with
other platforms. Nevertheless, the marketing plan, which will be included to
address this objective, would be a mix of events where the target audience will
be given on hand experience and demo of the software in comparison to other
softwares in the market. People can be invited to such events by social media,
television and hoarding advertisements, which will state that special events
from Synergetic Consultancy are taking place in important junctions of the
city where there will be chances of people winning free consultancy services.