MRKT20052: Nutricare Patch Strips Marketing Plan and Analysis

This report provides a comprehensive marketing plan for Nutricare Patch Strips, an Australian holding organization specializing in biodegradable wound treatment products. The analysis begins with an executive summary and table of contents, followed by an introduction outlining the organization's background and objectives. A thorough situational analysis is conducted using the PESTLE framework, assessing the political, economic, social, technological, environmental, and legal factors impacting Nutricare's operations. Competitor analysis compares Nutricare with Vacutex and Hartmann, examining product offerings, value propositions, pricing, promotion, and distribution strategies. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. Customer analysis explores demographic, psychographic, and behavioral characteristics of the target market. The report then defines the problem as a lack of product range and sets SMART marketing objectives. Finally, the report details the marketing mix elements, including product development (introducing a new line for hard-to-heal wounds), competitive pricing, promotional strategies, and distribution channels, along with campaign evaluation metrics, control measures, a contingency plan, and a budget allocation. The conclusion summarizes the key findings and recommendations, and references are provided.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
Name of the university
Author note

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Executive summary
The report aimed at examining the market situation of Nutricare Patch Strips through the
enumeration of macro and micro environments along with an assessment of the competitors. The
assessment of the organizational situation and the competitor’s strengths enabled in developing a
coherent idea of the problem that is being faced by the organization. The lack of diverse range of
product offerings of the organization restricted the capabilities of the same in retaining the
market share in the competitive markets. The report also examined the customer assessment
which reflected the changing needs and preferences of the customers. The report enumerated a
marketing plan for the organization for introducing a new line of products for treating hard to
heal wounds. It would provide the organization with the opportunity of wideningthe scope of the
market for positioning their offerings to the prospective and potential customers. The report
developed a range of measures for evaluating the outcomes of the campaign and the controls that
might be considered by the same. Lastly, the report designed an estimated budget of costs that
might be incurred by the organization while developing the marketing activities. Therefore, the
purpose of undertaking the research is to devise a marketing plan for Nutricare for improving the
market position.

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Table of Contents
Introduction (Background of the organization)...............................................................................3
Situational analysis..........................................................................................................................3
PESTLE.......................................................................................................................................3
Competitor analysis.....................................................................................................................9
SWOT........................................................................................................................................11
Customer analysis..........................................................................................................................12
Problem statement.........................................................................................................................13
Objectives of the marketing through SMART...............................................................................13
Objective 1.................................................................................................................................13
Objective 2.................................................................................................................................13
Objective 3.................................................................................................................................14
Marketing mix elements................................................................................................................14
Product.......................................................................................................................................14
Price...........................................................................................................................................15
Promotion..................................................................................................................................16
Distribution................................................................................................................................17
Campaign evaluation.....................................................................................................................17
Effectiveness measures for the strategies..................................................................................17
Control measures for the marketing plan...................................................................................18
Contingency actions...................................................................................................................18
Budget allocation...........................................................................................................................19
Conclusion.....................................................................................................................................20
References......................................................................................................................................21

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Introduction (Background of the organization)
The concerned organization, Nutricare, is an Australian holding organization who
developed partnership with James Dutton and Zack Hedge while innovating on the new line of
wound treatment products which are sustainable and biodegradable (Nutricare., 2019). The
major objective of the organization is to disrupt the current market through introducing a new
range of offerings that would empower the sustainable choice of customers. The organization
launched the new range of patch strips in the year 2017 after undertaking extensive research on
the different possible interventions and preferences of the customers (Nutricare., 2019).
Currently the organization developed four types of patch strips with the objective of adhering of
the different types of wound treatments that are required by the customers. The report will
examine the market feasibility and environment for the organization and thereby devise a
marketing plan for the organization for future developments.
Situational analysis
PESTLE
Political  The political stability in Australia is
growing which has helped the
organization throughout its growth
process since 2015. It has been noted
that the Australian political stability
index in the year 2016 was the highest
which enabled the venture in
improving the developmental phrase
of the same(Moro Visconti, 2016).

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The transparency in the regulatory
systems that are imposed by the
Australian government enabled the
organization in improving the rate of
operations of the same while making
diverse expansion in the economy.
The transparency of the trade based
regulations enabled the organization in
improving the rate of operations.
Therefore, the political stability and
favorable governance techniques
along with transparency in the
impositions enabled the venture in
making its dynamic growth in three
years.
Economic  The growing rate of GDP in Australia
noticed from the first quarter of 2019,
amounting to $270,104 million,
enabled the venture in empowering the
rate of operations (Vishnevskiy,
Karasev & Meissner, 2016). The
dynamic economic growth of the
nation also supported in strengthening

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the buying behavior of the customers.
 It has been noticed that there is a
growing trend in the employment rate
in the Australian economy amounting
to 62.60% which has backed the
potentiality of the customers through
improved disposable income
(Michalak, 2016). The improved
potential of the Australian customers
enabled the venture in locating
potential customers in the region for
their continuous growth and expansion
in the markets (Homburg, Jozić &
Kuehnl, 2017).
Social  The changes in the preferences of the
customers and the growing trend of
ethical consumption supported the
growth of the organization in the
different regions of Australia. The
organization aimed at providing the
customers with biodegradable organic
strips which mostly attracted the
attention of the customers towards the

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unique products. On the other hand,
the organizational offering also
attracted the attention of the growing
vegan communities which supported
in the growth and expansion of the
venture in short span.
 The preferences of the customers
being driven by quality of experience
that is being proposed by the company
is an important considerations that
enabled the organization in gaining a
major market. However, lack of
proficient marketing campaigns
restricted the organizational capability
of drawing the attention of their target
customers.
Technological  It has been noted that more than 14.7
million of the Australian population
are internet subscribers accounting to
around 88% people, computed in the
year 2018 (Angus & Valentijn, 2018).
On the other hand, it has been found
that around 60% of the Australian

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population are active on Facebook,
which is again an important
advantageous point for the
organization to strengthen the
promotional networking (Payne &
Frow, 2017).
 The wide growth networking
infrastructure and the supportive
industries in the nation would allow
the organization in improving the rate
of productivity while operating in the
different markets.
Environmental  The Environmental protection
agencies imposed different laws and
restrictions on business operations
with the objective of minimizing the
impact of the businesses on
environments (Mullakhmetov et al.,
2016). The imposition of the
Environment Protection and
Biodiversity Conservation Act 1999
(EPBC Act) might restrict the free
functioning of the organization in the

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Australian markets (Camilleri, 2018).
 The organization proposed
biodegradable and environment
friendly patch strips which added to
the sustainable value of the
organization. However, the rate of
water usage in the production process
and the contamination of water bodies
through the waste emissions from the
manufacturing sites might turn out to
be a growing concern for the venture.
Legal  Conflicts with the ACCC
(Australian Competition and
Consumer Commission) might restrict
the capabilities of the organization in
holding monopoly market as the legal
body imposed different legislations
against the monopolization of market
structures (Hermansyah, Sainsbury &
Krass, 2017).

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Competitor analysis
Criteria Concerned company
(Nutricare- Patch Strip)
Competitor 1
(Vacutex)
Competitor 2
(Hartmann)
Product  Patch Strips that
are organic and
biodegradable for
adhering to the
people who have
allergic problems
 Limited to four
basic range of
patch strips
 Specialized
wound
dressing
technology
through the
utilization of
polyester fiber
s that are
formed
through a
chemical
reaction
between acid
and alcohol.
 Development of
high quality of
Omni-strip for
wound fixation
and management
 Maintains a
diverse portfolio
of products
under
continence,
wound
management and
compression
therapy
segments
Value  Lack of chemical
uses in the
patches
 Biodegradable
 Organic
 Polyester fiber
 Durable
 Used for hard
to heal wounds
 Low irritant
properties
 Permeability to
air and water
vapor for fast

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 Anti-allergic recovery
Price Low priced, competitive
pricing, price starts from
AU$ 6.99
High priced, premium
pricing, lowest price
starts from AU$72.50
The price of the Omni
strips starts from£ 68.69
(AU$ 124.78)
Promotion Diverse social media
networking through
Facebook, Instagram,
Twitter and YouTube
No social media
presence
Facebook, Twitter,
Tumblr, Linkedin and
Instagram are the
common platforms that
are used by the
organization apart from
events and promotional
campaigns
Distribution Owns their own logistics
department for
distribution to different
parts of the world
(Sourced from: PATCH
Strips, 2019)
Utilizes multi-
channel networking
through collaboration
with different
distributors in
different parts of the
world
(Sourced from:
Vacutex, 2019)
Multi- channel
networking and
distribution of the
products
(Sourced from:
HARTMANN GROUP,
2019)

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SWOT
Strengths
 Unique brand proposition
 Efficient R&D operations
 Organic products
 Biodegradable
 Successful differentiation from its
competitors
 Effective competitive pricing strategy
 Diversified use of social media
platforms
Weaknesses
 Insufficient revenue sources for
improving R&D operations
 Increased operational costs of the
organization
 Lack of predefined supply chain
networks
Opportunities
 Expansion in the developing
economies
 Diversifying the product portfolio
 Improving the existing markets
through introduction of new product
ranges
Threats
 Intense competition in the markets
 Lack of product diversity
 Lack of event promotion and brand
awareness activities
 Lack of effective supply chain and
logistics operations
Customer analysis
Demographic  The age group for Nutricare is belonged