MRKT11029: Kickstarter Smartwatch Australian Market Entry Plan

This presentation provides a marketing plan for the Kickstarter smartwatch, focusing on its launch in the Australian market. The plan includes defined marketing objectives centered on customer satisfaction, brand management, and sales targets. It details a segmentation, targeting, and positioning (STP) strategy, outlining demographic, geographic, psychographic, and behavioral segmentation approaches. The marketing strategy encompasses product and promotion elements, utilizing social media, electronic platforms, and traditional advertising methods. An action plan is presented with specific activities, deadlines, responsible departments, and aims. The presentation concludes that the smartwatch effectively addresses health-related issues and proposes strategies for a successful market entry in Australia.

Aim of the Presentation
• Introduction
• Marketing objectives
• STP
• Marketing Strategy
• Action Plan
• Conclusion

Introduction
Kickstarter has launched world’s first
smartwatch which is mainly made up for
blood oxygen saturation in the body. Main
motive of the company behind producing
this watch is approaching all customer
segments as this is the most affordable
smartwatch. This smartwatch has sundry
uses such as it helps the users to maintain
their blood pressure, it is the first in the
smartwatch category which is affordable
and also helps the users to track their
fitness and other signs of wellness
(Kickstarter, 2018).

Marketing Objective
Customer satisfaction: Customer satisfaction
and retention is one of the primary objectives for
organization. The product introduced in the target
market should be capable enough which could fulfil
the target audience’s desires (Lee, Kozlenkova &
Palmatier, 2015)
Sales: Objectives relevant to sales varies on the
basis of time period. For the initial period from
introduction of the product in target market,
reasonable sales are forecasted while for the
further periods, forecast regarding sales increases
and this depends upon the demand generated in
the market for the product.
Brand management: This is another crucial
objective which describes the goodwill of the
organization. Development of brand image and
retention both are bit difficult process, thus, those
should be executed in an appropriate manner.

Segmentation, Targeting and Positioning
Segmentation
This technique helps the organization to segregate
the target market in small segments in order to
determine the most suitable market segment for
their product (Long, Shelhamer & Darrell, 2015).
• Demographic
• Geographic
• Psychographics
• Behavioral
Targeting
Amongst the above variables, organization could
select the most appropriate market segment in
order to accomplish their tasks in an effective
manner along with gaining expected outcomess.
Positioning
This is a statement which describes the
uniqueness of the company and it also describes
the method through which an effective position in
the target market could be developed.

Marketing Strategy
Product
Under the product feature of marketing mix, all the
special and unique features of the product will be
marketed amongst the target audience with the
motive of describing them the significance of the
product.
Promotion
This is the technique which includes advertisement
platforms through various mediums (Huang &
Sarigöllü, 2014). Social media, electronic
platforms, digital methods of advertisement, email
marketing and the traditional mediums such as
newspaper, magazine, pamphlets, etc. could be
used.

Action Plan
Activities Commencement
Date
Deadline Authority Department
Aim 1/4/2018 30/04/2018 Managerial staff To level
management
STP 1/5/2018 31/07/2018 Marketing Head Marketing
Marketing and
promotional
strategies
1/08/2018 30/09/2018 Marketing Head Marketing

Conclusion
From the aforesaid information, it can be
concluded that Kickstarter is launching a
smartwatch which is capable enough to resolve
various issues related to health and it is effective
for making the people fit. In order to launch the
product in Australian market in next few months,
organization has developed a plan with certain set
of strategies.

References
• Kickstarter, PBC. (2018). FitOn world’s 1st-blood oxygen saturation
smartwatch. Accessed on 27th January 2018 from
https://www.kickstarter.com/projects/567949755/fiton-worlds-1st-blood-ox
ygen-saturation-smartwatc
.
• Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural marketing:
Using organizational structure to achieve marketing objectives. Journal of
the Academy of Marketing Science, 43(1), 73-99.
• Long, J., Shelhamer, E., & Darrell, T. (2015). Fully convolutional networks
for semantic segmentation. In Proceedings of the IEEE conference on
computer vision and pattern recognition (pp. 3431-3440).
• Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market
outcome, brand equity, and the marketing mix. In Fashion Branding and
Consumer Behaviors (pp. 113-132). Springer, New York, NY.