Comprehensive Strategic Marketing Plan for Notpla Company (MRKT20052)

This report presents a strategic marketing plan for Notpla, a company offering the biodegradable product Ooho. The plan includes an executive summary, introduction, and detailed situation analysis using PESTLE and SWOT analyses to assess the external and internal environments. Competitor and customer analyses are also conducted, with a focus on segmentation, targeting, and positioning. The report identifies the core problem of lack of awareness, high prices, and distribution network gaps, followed by defined objectives and marketing mix strategies. Furthermore, it includes campaign and budget allocations. The analysis focuses on the Australian market, providing a comprehensive understanding of Notpla's market position and strategic recommendations.

Marketing management/ MRKT20052

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Executive summary
In the current era, every company makes need to make the strategic marketing plan that is
essential for them Notpla company. The purpose of report is to conduct strategic marketing plan
for Notpla Company whose product is Ooho, which is available in the market. The planning
requires the analysis of the external as well as internal environment, which has done with support
of PESTLE analysis, SWOT analysis, and Competitors analysis. The findings show that the
business has wide range of opportunities in market. There is lack of threats and competitors for
business in \ market. Along with this, the customer analysis has been conducted which shows is
based on STP tool.
The findings shows that potential customers of company include youth and adults who would
like to make the purchase of product for their environment even on the high prices. The problem
statement has been identified which is lack of awareness about the product in market, high prices
and lack of network for distribution of product.
Furthermore, the findings include the objectives and marketing mix strategies related to Notpla
Company. Further, the evaluations of the campaign include in report with appropriate allocation
of the budget related to the promotional budget.

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Contents
Introduction......................................................................................................................................4
Company and its product & services...........................................................................................4
Situation analysis.............................................................................................................................6
PESTLE analysis.........................................................................................................................6
SWOT analysis............................................................................................................................8
Strengths..................................................................................................................................8
Weaknesses..............................................................................................................................9
Opportunities...........................................................................................................................9
Threats.....................................................................................................................................9
Competitor’s analysis....................................................................................................................10
Customer analysis..........................................................................................................................10
Segmentation.............................................................................................................................10
Targeting....................................................................................................................................11
Positioning.................................................................................................................................11
Problem statement.........................................................................................................................11
Objectives......................................................................................................................................12
Marketing mix strategy..................................................................................................................12
Campaign evaluation.....................................................................................................................13
Budget allocation...........................................................................................................................14

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Conclusion.....................................................................................................................................15
Reference.......................................................................................................................................16

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Introduction
The report is prepared with the motive to form the strategic marketing plan in which the business
is documenting outlining of marketing strategy as well as the tactics of company within the
market. The business that has been selected on which the comprehensive marketing plan is
conducted is Notpla who provide the product Ooho. The Australia market has been analysed for
Notpla with the help of the different marketing concepts that include the situational analysis
which possible with the use of tool like PESTLE analysis, SWOT analysis and competitive
analysis. The customer analysis has been conducted which involves the discussion associated to
segmentation, targeting and positioning approach for product with the justification. Further, the
problem statement for the company is presented for the product that is introduced in Australian
market in the year 2019. According to that, the objectives have been set that contribute in dealing
with the problem. The marketing mix strategy of business has been conducted which shows how
business can generate awareness about products in market. In the end of report, there is
campaign allocation and budget allocation for the product.
Company and its product & services
Rodrigo Garcia Gonzalez and Pierre Paslier cofounded skipping the rocks lab in the year 2013b
while their learning of innovation design engineering at the London Imperial College along with
Royal College of Art. The company is Notpla who offers Ooho as their product that is edible and
biodegradable that is considered substitute to plastic (Notpla, 2019). Ooho is considered as the
flexible packaging for the sauces and beverages that is made from Notpla, the material is
combining plants and seaweed. It has been found that Ooho get biodegrades in approx. 4-6
weeks or you can just eat it, which makes it an ideal for on go usage. This Ooho can be used by

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the people while doing sports activities (Notpla, 2019). Oohos can easily replace the plastic cups
and bottles that are used for running events and different sporting events. Further, this product
can be used for Cocktails, water, juice, sauces and other take away (Notpla, 2019).

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Situation analysis
The situational analysis is collection of the method that managers make use with the motive to
assess the external and internal environment to understand customers, capabilities and many
others. The below given is the situational analysis on Notpla for the Australian market has been
conducted below –
PESTLE analysis
Political factors: - The political factors comprise of the fluctuations in policies, structures, and
working of business. In Australia, government is taking different initiative with the motive to
bring promote the biodegradable products which promote the environment (Baker, 2014).
Considering the rise in the production of plastic drastically has made the government to form the
plastic recycling area. It has been found that 14% of the plastic is recovered from recycling or the
energy recovery. This makes them to take the steps that can reduce plastic and there are many
ministers who say to ban plastic (Australian Government, 2019). This makes the government to
support the Notpla because they are providing the biodegradable products that contribute
effectively as there products are able to replace plastic cups and bottles.
Economic factors: -The economic factors includes GDP and purchasing power of clients that
can influence the working (Chernev, 2018). In the year 2018, GDP of Australia is recorded as
1432.20 billion US dollars. The value of the GDP reflects that the economy of the country is
approx. 2.31%. It has been found that GDP of the country is continuously improving from the
year 2016 to 2018 and it is expected to improve the GDP. This shows that there is rise in
purchasing power of clients (Trading Economics, 2019). The customers of Notpla can easily
make purchase of the Ooho as they have high purchasing power.

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Social factors: - It includes change in purchasing patterns and behaviour of customer in market.
Most of customers in Australia are getting educated with the fact that use of plastic is affecting
the environment very badly (David, 2011). Thus, one of reasons due to which customers can
easily adopt this Ooho product is their concern towards the environment. However, it has been
found that generally prices of this product remain high which affect the customers and they do
not purchase products. Along with this, the traditional pattern is followed by company in which
they continue to make use of plastic for all the purposes as they remain unaware about this new
product.
Technological factors: - The up-gradation and development in technology is major reason that
affects the working of company. Notpla Company has effectively utilized the technology by
using Sachets that remain plastic free to the wasteful saucepots and condiment sachets. The
company can encapsulate a wide range of salad dressings and condiments, sauces and many
others. These sachets of Notpla are so much effective that it remains convenient way to provide
the sauces to take away. It is found that Notpla liner is waterproofing and grease proofing
cardboard boxes that are easy for the takeaway system (Notpla, 2019). Further, the product is
made from seaweed that is one of the nature’s most renewable resources, brown seaweed. The
company also has opportunity in the upcoming market with the launch because they can use the
technology (Notpla, 2019).
Legal factors: - Business need to abide by rules and regulations related to business. Notpla
Company can enter into the market of Australia for which they are required to take the
permission from the government who allows them to open their business and to perform the
activity of business because it remains beneficial for the business (Dawson, 2014). Notpla
company can easily get the license for operating the business operations in Australia.

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Environmental factors: - The businesses that operates in the external environment need to
ensure that they meet all the responsibility towards the environment. Notpla Company is
considered as one of business who is able to achieve the operation with their new product that
leads to biodegradable in the atmosphere (Ho, 2014). This will also contribute successfully in
decreasing issue related to plastic that is affecting the environment.
SWOT analysis
It is an internal and external analysis in which strengths and weakness are considered as internal
factors (Frynas & Mellahi, 2015). On the same side, the opportunities and threats of the company
are considered as external analysis. Notpla Company SWOT analysis has been conducted: -
Strengths
 Biodegradable product: - Notpla Company major strength is that it offers the
Biodegradable in approx. 4-6 weeks that replace the use of plastic in market. This product
contributes effectively in improving the environmental condition.
 Waterproofing and grease proofing: - Notpla Company offers the waterproofing and
grease proofing cardboard boxes, which allow the customers to take away the products.
The lined cardboard is offered which is coated with the oil or corn both remains non-
sustainable.
Weaknesses
 Lack of awareness: - The lack of awareness about the Sachets bags in the market and
how they work is one of the weakness which is faced by the company because its affects
the sales or revenue of company (Frynas & Mellahi, 2015).

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 Lack of attention of customers: - The lack of attention of customers is one of the major
weaknesses that are faced by Notpla Business. The product that is offered by company is
unique but at same time, there is lack of attention of customers towards the product.
 Lack of distribution: - Company deals with lack of distribution system as they don’t
have any link in market to reach customers.
Opportunities
 Generating awareness: - In the near future, product will be used by most of the
customers but for this, company need to create alertness in market about product.
 Diversification: - Similar like Ooho, the company can use the technology to bring the
new and innovative product in the market that meets the growing needs and contribute
effectively towards the environment. Thus, this means that the company has the
opportunity of diversification in which they diversify their products.
Threats
 High threat of new entrants: - It is one of major threats might be deal by the business
under which is possible with due to high-end technology that is available in the market.
This technology makes the other companies to enter into the market with new and
innovative technology (Hollensen, 2015).
 Rise in use of plastic: - The rise in the use of plastic will affect sales of company, as
people will consume plastic instead of Ooho product that is introduced by company in the
market.

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Competitor’s analysis
Notpla Company is one of the new companies who will perform the operations in the market in
the year 2019. This is reason due to which the company do not have any other similar company
who give the competition to Notpla. The company will find that is lack of competitors in the
market because the idea is innovative. However, Notpla Company will have competitors in the
near future when the new technology will come with the innovation.
Customer analysis
The analysis of the customer has been done with the help of segmentation, targeting and
positioning for Natpla Company.
Segmentation
The company majorly segment based on following categories: -
Demographic Factors It include age, marital status, occupation, gender, ethnicity, and many
others (Kotler, 2015).
Geographic factors The factors include state, region, city, and many others.
Psychographic This includes factors like values, lifestyle, personality and others.
Targeting
The target market is the group of customer to whom the business will provide the products and
services on prior basis. Notpla will apply the multi-segment strategy that makes them to target
more than one market (Lovelock & Patterson, 2015). Notpla company majorly target customers
with different age group majorly people with the age of 18-25 years include both male and

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female because it include youth who are more concern about environment of the company.
Currently, the company is targeting the Australian people with different regions and areas. Youth
people have their own values towards the environment that makes them to contribute for the
welfare of company. Most of the youth and adults are aware about the use of biodegradable
products, which makes them to use Ooho product.
Positioning
The position of the company shows the company image in the mind of clients. Positioning of
business in eyes of customers stands in high edible and biodegradable with high price in market
of Australia. The positioning statement of the business is “sustainable packaging start-up” in the
market, which proves to be one of the best companies with the sustainable practice by going
against the plastic use (Notpla, 2019).
Problem statement
This section contribute in identifying the problem the Ooho product will face when introduced in
the market of Australia in the year 2019 which is based on the customer as well as situation
analysis (Wilson & Gilligan,2012). The major problem that has been identified is lack of
awareness of business, as Notpla Business is not capable to make effective communication
among the customers. Moreover, the product is new which means that it will take the time for the
product to get familiar in market. The another issue which has been witnessed is related to the
price of Ooho product is relatively high as it involved the new technology and comparing to its
substitute that is plastic the price of Ooho is high. In addition, distribution of the product is also
an issue that is identified because of lack of link and tie-ups in market.