Marketing Report: Notpla's SWOT, PESTLE, and Marketing Mix

This report provides a comprehensive marketing analysis of Notpla, a company specializing in edible and eco-friendly packaging solutions made from seaweed and plants. The report begins with an executive summary and an introduction to Notpla's mission to reduce plastic usage. It then delves into a detailed situation analysis, including SWOT and PESTLE analyses, identifying Notpla's strengths, weaknesses, opportunities, and threats, as well as political, environmental, sociological, technological, and legal factors impacting its operations. The report also includes customer analysis, a problem statement addressing challenges in the Australian market, and clearly defined objectives for the company's growth. Furthermore, the report outlines Notpla's marketing mix strategy, covering product, price, promotion, and place considerations. It also provides a campaign evaluation and budget allocation, concluding with key findings and recommendations. The report aims to provide a clear marketing plan for Notpla, considering its unique market position and goals.

RUNNING HEAD: NOTPLA 1
Marketing Management and Digital
Communications
Student Details:

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Executive Summary
This report is solely based on marketing management and digital communication
strategies for organization Notpla. Notpla manufactures edible packaged water, juices and sauces
along with paper tin which are basically made from seaweed and plants. The objective of Notpla
is to reduce the use of plastic and provide products which are eco-friendly. Therefore, this report
highlights the SWOT and PESTLE analysis, customer analysis, problem statement, objectives,
marketing mix strategy, campaign evaluation along with budget allocation.

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Contents
Introduction......................................................................................................................................5
Situation Analysis............................................................................................................................5
SWOT Analysis of Notpla...........................................................................................................5
Strength....................................................................................................................................5
Weakness.................................................................................................................................6
Opportunities...........................................................................................................................6
Threats.....................................................................................................................................6
Pestle analysis of Notpla..............................................................................................................7
Political analysis......................................................................................................................7
Environment analysis...............................................................................................................7
Sociological analysis...............................................................................................................7
Technological analysis.............................................................................................................8
Environment analysis...............................................................................................................8
Legal analysis..........................................................................................................................8
Customer Analysis...........................................................................................................................9
Problem Statement.........................................................................................................................10
Objectives......................................................................................................................................11
Marketing mix strategy..................................................................................................................12
Product.......................................................................................................................................12
Price...........................................................................................................................................12
Promotion..................................................................................................................................13
Place...........................................................................................................................................13
Campaign evaluation.....................................................................................................................13

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Budget allocation...........................................................................................................................15
Conclusion.....................................................................................................................................15
Bibliography..................................................................................................................................17

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Introduction
Numerous advances in the technology and changes in global business environment have
facilitated the organization to cross borders for operations. The growth of any organization
across borders is planned through online and offline procedure of business. Marketing strategies
for any organization is considered as per marketing situation of the country and the outcomes of
customers. Organizations should target the customers on the basis of segmentation that can be
done by using different variables. Consideration of all elements at the appropriate place helps the
organization in the success. Marketing management comprises of variety of activities like
examination, planning, execution, and control which basically emphases on formation, elevation
and outcome valuation for the satisfaction of desired aim of organization. This report highlights
the marketing plan of Notpla which includes the situation analysis (SWOT and Pestle), customer
analysis, and problem statement, objective of the organization, marketing mix strategy, campaign
evaluation and budget allocation.
Situation Analysis
Below mentioned is the SWOT analysis of Notpla organization:
SWOT Analysis of Notpla
Strength
The major strength of Notpla is staff education, knowledge and experience of the
biodegradable packaging market. Strength of Notpla is patent for the biodegradable packaging.
Once the business is established, therefore, gaining experience from the newcomers can also be
considered as strength (LT Wei, Edible Food Packaging as an Eco-friendly Technology using
Green Marketing Strategy, 2013).
Weakness
The major weakness is the price of development and research of new or enhanced edible
packaging products of Notpla. The price of using edible packaging system is additional possible
flaw of the company because the costs are higher than the normal packaging and customer
requires figuring out the definite price of the product. This implies that the organization might be

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compulsory keep the profits low to vend the manufacturing. Hence, if the company produces
more packaging than current sales, this is a fault as it disturbs the cash streaming (V Tsitsipati,
2014).
Opportunities
Increased customer demand of more edible packaged products means more possible
attention from other manufactures who indicates entry in the compliance with consumer’s
requirements. However, fossil fuel has become deplete and prices of oils are raised, the
requirement of biodegradable packaging represents more opportunities as an answer to the issue.
Countries are promoting the usage of edible packaging, like France requires plastic stacks to
cover 40% of substantial from vegetable source which signifies a potential occasion for
expansion (MA Rimmer, 2013).
Threats
Large retailers might select the development of their own biodegradable packaging, as a
procedure of cost cutting, which will decrease the market rate and lead in the increment of
susceptibility. Opposition from other manufacturers who start emerging their own biodegradable
packages is additional threat. Additionally, if crude oil costs will jump in reduced rates and more
fuel is situated, the apparent requirement of services might be pushed in the future, which is a
threat (J Bras, 2017).
Pestle analysis of Notpla
Political analysis
Increased environmental concerns and efficient regulation of policies implemented by the
Australian Government significantly boost the demands of eco-friendly packaging for the future.
Technological progressions in the production of biodegradable packaging material will reduce
harmful gases emission (Hawkins, 2011).
Environment analysis
The best petition of the edible packaged water bottle might not be high as associated with
the need application. However, the adverse development and GDP of the nation may radically
disturb the expansion of the organization. Additionally, one of the merits of present adverse

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development is the low borrowing interest rate. Henceforth, biodegradable packaging can borrow
currency for the investigation on new inventions and produces (SC Shit, 2014).
Sociological analysis
It has been observed that people are swapping their existence to remain fit. The alteration
in thinking process of the society has subsidized to more selling of biodegradable packaged
water. The people of age group between 37-55 are highly sensitive regarding eating. Therefore,
the biodegradable packaging is in high demand.
Technological analysis
The interaction attained by the correct mixture of advertisement, advertising and
promotion sequencers is not ignorable. Some of the technological developments in the area of
packing like edible bottles made it suitable for the customers to purchase the produces as they are
easy to carry, dispose and eco-friendly. The automation expertise in the area of biodegradable
packaging production increased the productivity of such packaging plants. The national of the art
knowledge accepted by the biodegradable packaging corporation outcomes in the similar stage of
eminence and less dependent on the man influence in the manufacture reflects an efficient
utilization of the available possessions.
Environment analysis
The apprehension related to the environment has grown around numerous countries
around the globe as they presented fines for ensuing un-friendly developed performs. Such
organizations have to appraise their packaging and manufacturing approaches by the
development of new inventions which are eco-friendly. The compliance to such activities will
lead in the success (M Ghaani, 2016).
Legal analysis
Recently, there have been many variations in the regulation regarding to level of
substances permitted in the biodegradable packaging. Therefore, the influence of the law is
advanced as the non-compliant administrations might be required to shut the shop. The limit of
the obedience is 3 years by EU countries and the company would be essential to take their
product off the shelf if they are powerless to obey with the standards.

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Competitor Analysis
The competitors of Notpla in Australia are FPA Australia and Pouch Direct.
FPA Australia is manufacturing varieties of food packaging including reusable bags,
wooden bowls, Kraft lunch bowls etc. which is servicing all industries and have many branded
customers associated with them. Additionally, they are operating in the market since 1989 and
own three proprietary brands. FPA Australia strongly believes on sustainability and innovation.
They develop products which leave green environment for future generations. Hence, FPA
Australia provides high competition to Notpla as the products of Notpla are only associated with
food.
Additionally, the estimated competitor of Notpla is Pouch Direct, Australia. Pouch Direct
is producing compostable and recyclable products which are produced through FSC Certified
paper and they are selling their products in competitive prices in the market. Furthermore, Pouch
Direct is a leading company and innovating high quality flexible packaging with business in
foreign countries as well. Their products are available in market at affordable prices. Therefore,
Pouch Direct provides high competition to Notpla.
Customer Analysis
It is extremely important for organizations to gain overall knowledge regarding target
market as an aim for the marketing of their products. As per customer reviews, biodegradable
packaging provides natural and easily degradable protection many used in the presentation and
packaging of the products from the beginning of production and until the product is managed or
consumed (L Dyshlyuk, 2017). Biodegradable packaging damages easily and rapidly and does
not need the support of an external catalyst for deprivation. Increased customer preference
towards biodegradable resources paired with the growth of ecological concern is predictable to
boost the overall expansion of the biodegradable packaging marketplace. Raising customer
awareness concerning the environmental impact products packaging and willingness for the
replacement of packaging materials through the use of alternatives with low carbon are the chief
drivers of the growth. Despite the outline of green products as changes to previously ordinary
products with low ecological quality due to high costs and considerations of performance
(Bumbudsanpharoke, 2015).

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Furthermore, as per analysis, segmentation is achieved on the basis of altered variables
and the sorting of most appropriate variables is much important. The below mentioned
segmentation is achieved on the basis of feature of the product and the related issues they target
to encounter with this product (MA Baker, 2016).
Targeting and segmentation for Notpla is provided mentioned below in the table:
Types of Segmentation Segmentation Criteria Notpla target segment
Geographic Region Australia
Density Urban
Demographic Age 5-85
Gender Male and female
Life-cycle Stage Children, adults and elders.
Income Middle, High and Low
Occupation Employee, students, owners
of business
Behavioural Benefits sought Cost efficient persons
Degree of loyalty Switchers
User Status Higher economic class
Personality Health conscious people and
fitness freaks.
Psychographic Lifestyle Luxury class people and
Mainstreamer individuals.
Social Class Higher and above average
class people.

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Problem Statement
While edible packaging has various advantages, they do have some disadvantages especially
when they will be introduced to Australian Market in 2019. Therefore, on the basis of customer
analysis and situation, the problems will be:
 Biodegradable packaging requires specific conditions for decomposition.
 Biodegradable packaging requires the proper dispose and they can become easily
contaminated and further cannot be used or recycled.
 Costly manufacturing leads to high pricing of edible packaging (E Ochoa, 2011).
 Customers requires product which is eco-friendly but they also think about the high
prices before buying.
 In Australia, there is non-availability of industrial composters to compose the
biodegradable packaged products. Basically, for decomposing, it requires high intensity,
high heat of manufacturing composter.
However, in spite of the less disadvantages of edible packaging, it is still becoming prevalent
alternative from the use of regular plastic, specifically when there is an expanded awareness of
the use of eco-friendly products. Additionally, the merits of biodegradable packaging overall
outweigh the demerits of biodegradable packaging when compared with plastic polymers and
their effects on ecological system (LT Wei, Edible Food Packaging as an Eco-friendly
Technology using Green Marketing Strategy, 2013).
Objectives
 In 2019-2020, ensure the important basis required to provision the long-term attainment
of the targets. During this phase, the main focus will be on research, preparation of
guiding the stakeholders, setup of the baselines, framework monitoring and establishment
of groups of Biodegradable packaging. This phase will be referred to as Foundation
Phase.
 In 2019-2022, the main focus will be on constructing the collaboration and network
required for attaining the set targets by 20%. The committees will come along in the
identification of gaps, opportunities and solutions to fences. This will also include

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projects with local governments and other stakeholders. This phase will be referred as
Development Phase in Australia (S Figiel, 2016).
 In 2021-2022, delivery of the outcomes and measuring the benefits of foundations. This
phase will monitor and evaluate the outcomes of program along with scaling of
successful projects specifically pilot projects. This phase will be referred as Realisation
phase.
Marketing mix strategy
In the building of marketing effective strategy, it is important of organizations to advance
a marketing mix which outfits the features of the product. Marketing Mix Strategy should also be
built on the basis of customer behavior in Australian market. Below mentioned are four basic
elements of Mix marketing strategy:
Product
Notpla has made packaging which is made from the natural products. However, Notpla
should work more on increasing the recycling efficiency of the product. Implementing such
strategies will attract the government and local customers as well. Specifically constructing a
strategy for the product which is more durable will be more beneficial (Rundh, 2013).
Price
As per studies, observed that blending starch with PLA augments the biodegradability
and reduces the cost of the products. However, the brittle taste starch comes with drawbacks and
to overcome these issues plasticizers in the product can be added specifically for Notpla liners (a
cardboard type product made from oil and corn). Additionally, pricing decisions will comprise
the assessment of the market conditions, desired returns, competition and position of the product
in the market (T Chikweche, 2012).
Promotion
While making an entry to the market, promotion activities play an important role. Notpla
has to design such promotional activities in a way which will be able to attract the maximum
possible customers. Accordingly, promotion should be done through technical medium as it cost
less and attracts more customers. Additionally, promotion campaigns should also contain the

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cultural aspects for the improvement in market. Notpla can also provide discounts to manage the
business operations and to achieve the targets. Moreover, promotion strategies should be
implemented on the basis of customer characteristics, product characteristics, distribution
channels, capacity, budget and competition. Promotional activities should convey the actual
objective of eco-friendly and degradable product (AE Kapetanakou, 2016).
Place
Place contains all business activities, like distribution which makes the product available
to the target market. Strategic implementations must be made to retail and wholesale markets by
considering the count of participations in the distribution procedure wherein the physical
locations of the product should be examined properly. Decisions should also be implemented by
considering the other sales channels.
Campaign evaluation
The product is processed through digestible seaweed, which is easily available and is a
good source to replace plastic packaging in various food products which are being wasted in the
ocean. Therefore, with this objective cleaning of seashores is achieved which is beneficial for the
environment by supporting the less emission of carbon dioxide. Consequently, farmer income
will be raised and benefits of avoiding the unnecessary cost recycle and discard will be achieved
(DM Phillips, 2013). Furthermore, for customers, it will save time and increase in nutrient intake
will be achieved. Notpla products are safe, nutritious and allergen free as per HACCP system.
They are made from healthy materials with addition of fibers, minerals and vitamins.
Additionally, they are water dissolvable, biodegradable and heat sealable which can be further
used in plantations with low environmental impacts (R Manzini, 2014). Moreover, improved
quality, sustainability, scalability, no use of chemical and harmful substances is the additional
benefits. Consecutively, increased shelf-life up to two years is also a major factor. Additionally,
Ooho is a coating made from fruit skins is easy to carry and is beneficial for sport persons who
requires additional nutritional uptake (J Kees, 2014). Below mentioned are the evaluated
measures for the campaign:
 environment friendly
 gluten free

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 allergen free
 suitable for vegetarians
 extended shelf-life
 invisible
 printable
 halal certified
 organic
 additional nutritious values
Budget allocation
Notpla
Profit & Loss Statement
Amount
($)
2019 2020 2021 2022 2023
Sales $3,00,000 $4,00,000
$4,95,00
0 $7,10,000 $9,45,000
Miscellaneous income $0 $15,000 $20,000 $45,000 $55,000
A. Total $3,00,000 $4,15,000
$5,15,00
0 $7,55,000 $10,00,000
B. Cost of Sales $1,00,000 $1,50,000
$3,20,55
0 $3,95,900 $6,50,200
C. Gross Profit (A-B) $1,00,000 $1,40,000
$1,99,00
0 $2,50,500 $3,90,000
D. Operating Expenses
Salary $90,000 $1,00,000
$1,20,00
0 $1,30,000 $1,50,000
Rent $10,000 $10,200 $11,780 $13,160 $14,900
Utilities $7,000 $8,500 $9,700 $10,600 $12,900
Insurance $200 $230 $250 $270 $275

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Depreciation $9,000 $9,700 $10,700 $11,800 $12,600
Marketing $9,000 $9,500 $10,030 $11,250 $12,800
Maintenance & Repairs $1,600 $1,975 $2,562 $2,695 $3,158
Other $0 $300 $350 $595 $744
Total $1,26,800 $1,40,405
$1,65,37
2 $1,80,370 $2,07,377
Operating profit -$26,800 -$405 $33,628 $70,130 $1,82,623
Less: Interest $10,000 $12,000 $13,000 $13,500 $14,500
Profit before tax $0 $0 $20,628 $56,630 $1,68,123
Conclusion
This report is solely based on organization Notpla which focuses on the Swot and pestle
analysis, customer analysis, problem statement, objectives for marketing, marketing mix
strategy, campaign evaluation and budget allocation. Consecutively, this report provides the
benefits and disadvantages of biodegradable products. Additionally, there is a high demand of
eco-friendly products. Therefore, marketing in Australia can be beneficial for Notpla in 2019.
Additionally, manufacturing of such products are highly priced, therefore, in this context, there is
a need to decrease the cost of such products to attract the maximum customers from the market.

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