University Marketing Plan: Nybble Robot in Australian Market

This report details a comprehensive marketing plan for the Nybble robot, focusing on its introduction into the Australian market. It begins with an executive summary and table of contents, followed by an in-depth situational analysis that examines the company, PESTLE factors (political, economic, social, technological, legal, and environmental), competitive analysis using Porter's Five Forces, customer analysis, and SWOT/TOWS analyses. The report identifies the problem statement, defines the target market, and sets marketing and financial objectives. It then outlines the marketing mix strategy, budget allocation, implementation plan, and campaign evaluation methods. The conclusion summarizes the key findings and recommendations, supported by a reference list and bibliography. The report aims to provide a strategic roadmap for Nybble's successful market entry and growth in Australia, addressing challenges and leveraging opportunities within the dynamic market landscape. The marketing plan includes detailed analysis of the Australian market, considering political stability, economic growth, social trends, technological advancements, legal regulations, and environmental factors. The report highlights the importance of understanding customer needs, competitor analysis, and effective marketing strategies to ensure Nybble's success. The plan also addresses potential threats, such as strict taxation regulations and business expansion policies, and proposes strategies to mitigate these risks. The overall goal is to develop a robust and adaptable marketing plan that supports Nybble's long-term sustainability and market penetration in Australia.

MANAGEMENT
Name of the student
Name of the university
Author note

Executive summary
It has been identified in this study that by emphasizing the business strategies, the marketing plan
helps to increase the customer base improper manner. Through the situation analysis, the study
has highlighted the positive as well as negative factors which can create important impact in case
of developing the marketing plan in the Australian market. In order to introduce Nybble product
in the Australian market the company may face various challenges due to the internal as well as
external environment. It is also true that comparing to the others countries it can be easier for
Nybble to promote its product in the Australian market. Due to the popularity of social media
platforms on human life the marketing plan will be introduced through the social media
platforms such as Facebook Twitter and Instagram.

Table of contents
Introduction......................................................................................................................................1
Situational analysis..........................................................................................................................2
Company analysis........................................................................................................................2
PESTLE analysis.........................................................................................................................2
Competitive analysis....................................................................................................................5
Porter’s five forces.......................................................................................................................5
Customer analysis........................................................................................................................6
SWOT and TOWS analysis.........................................................................................................6
Problem statement.........................................................................................................................11
Target marketing identification and justification..........................................................................11
Objectives......................................................................................................................................12
Marketing objectives.................................................................................................................12
Financial objectives...................................................................................................................13
Marketing mix strategy..................................................................................................................15
Budget allocation...........................................................................................................................16
Implementation and Campaign evaluation....................................................................................18
Conclusion.....................................................................................................................................19
Reference list and bibliography.....................................................................................................20
Introduction
A marketing plan plays an essential role in case of meeting the needs of the customers by
enhancing the rate of profitability in the company (Chen, 2016). By emphasizing the business

strategies, the marketing plan helps to increase the customer base improper manner. The purpose
of the study is to introduce a marketing plan for Nybble robot. Through the situation analysis, the
study has highlighted the positive as well as negative factors which can create important impact
in case of developing the marketing plan in the Australian market. Based on the analysis, the
report has introduced marketing objectives that can ensure the effective marketing plan in the
Australian market.
Situational analysis
Company analysis
Nybble is being considered as one of the popular robotic item selling organizations that has been
developed its strong image in the market by introducing the innovation efficiency as well as
quality standard. It is the fastest robotic walking cat (Indiegogo.com, 2019). The advanced
robotic kitten has been introduced in the market with the smart computer system as well as
customized software. By introducing the endless possibilities towards cat-itude and behavior as
the program, Nybble has gained the market popularity. Analyzing Nybble the financial statement
of Nybble, it has been identified that with the increasing market demand the product has
developed its strong image in the market.
PESTLE analysis
Situation Analysis
Political Australia is being considered as one of the peaceful countries in the
globe. Examining the political environment in Australia it cannot be
denied that the Australian government encourages various business
opportunities so that the economic growth can be ensured in the
market. Due to the stable political situation, it can be assumed that in
order to promote Nybble in the Australian market, the risk of local
political challenges will be less.
Economic Economic stability plays an important role for understanding the
living standard as well as financial situation in a country. In case of
Australia, it cannot be denied that Australia is being considered as the
13th largest economy in the globe. In the year 2017, the economic
growth in this country reached 2.4% (McLaughlin, 2017). Due to

increasing GDP growth the rate of consumption has got changed. In
this situation, it can be assumed that the marketing plan which is
going to the introduced by Nybble can be properly appreciated by the
Australian people.
Social The socio cultural situation in Australia highly gets influenced due to
the changing consumption trends. In this country, quality of life,
education and health facilities have made people encouraged towards
the innovation (Stead & Hastings, 2018). Australia is being
considered as the multiracial and most multicultural country in the
world. Due to the cultural diversification in the country, the needs
and demands of the customers are rapidly changing. In this situation,
introducing uniqueness in the market has become necessary for
sustaining in the market. Analyzing the uniqueness of Nybble, it can
be said that it can be easier for the company to sustain in the
Australian market with an effective marketing plan.
Technological Innovation and technological improvements in the Australian market
from last few years are being highly appreciated. Due to the
enormous technological growth in the country, near about $63 billion
has been gained from innovation sector. It is true that most of the
local companies have shown their interest towards investing in the
technological fields. Due to the software development computers and
equipment and take Consultancy Services as well as cloud computing
have increased the demand for innovation in the sector. This situation
it can we said that technological environment in Australia is in the
favorable condition for the company.
Legal Analyzing the Australian legal environment it has been identified that
ensuring fair trading as well as their business processes the
Australian government has brought various customer satisfaction and
Employment standard regulation in the market. After the introduction
of fair work Act 2009 the legislative Framework introduced by
Australian government has approved the competitive laws and

customer lows. Due to the strict legal practices in this country it can
be assumed that developing a promotional plan can be tough for the
company.
Environmental Due to the stunning environmental factors Australia has being
considered as one of the beautiful countries in the world. However
due to the repeated growth opportunities in every sector the growth
impact on environmental management has been shown negatively.
However due to controlling the waste management in this country the
government has introduced Environmental Protection Act which is
strictly being followed by the organizations in this country. It can be
say that the environmental conflict due to the raw materials as well as
king of the product can be created for the organization.
(Created by author)
Competitive analysis
Porter’s five forces
Situation Analysis
Bargaining power of
the customers
In the Australian competitive market analyzing the bargaining power
of the customers it has been identified that due to increasing numbers
of innovation companies in the market the customers are getting
various options before making their purchasing decision. In that case
the burning power of the customers is high.
Bargaining power of
the suppliers
In case of Nybble it say that there are very less companies in the
Global market which manufacturers the walking cat or similar
products like this. In that case the raw materials will not be rare for
the company. It can be said that the burning power of the suppliers is
low.
Threats from new
entrants
In the Australian market the government has brought various
opportunities so that large number of entrepreneurs get the chance for
developing their business in the market. Due to the competitive
regulation as well as business opportunities it can be assumed that the

threats from new entrants is high.
Threats from
substitute products
There are very less companies in the Australian market which
produces similar kind of products in the market. all the large number
of companies have started investing in the innovation projects but
comparing with the product of Nybble it can be said that threats from
substitute products is low.
Existing rivalry There are various companies in the Australian market which
produces the similar kind of product but it is also true that other game
developing companies such as Torus games and Tantalus Media
already developed there strong image in the market. Case the
company may face threats from these competitors.
(Created by author)
Customer analysis
Customer analysis plays an important role for developing a market plan. Customer analysis is
being considered as one of the important elements in marketing plan. Depending on the customer
analysis it becomes easier for the organization to understand the needs as well as demands of the
customers. Based on the customer analysis it becomes easier for the Company to understand if
the customer satisfied with its services or not. Analyzing the customer segment of Nybble, it can
be said that the people who prefer the innovation and situation so that the situation so that the
company can drive the positive situation so that the company can drive the positive
SWOT and TOWS analysis
Strength Weakness
 with increasing customer base the
company has developed a strong
image in the market
 the combination of innovation and
creativity walking cat has gained huge
profitability in the market
 due to its Advanced Technological
features not only in the commercial
 improper internal management as well
as employee conflicts are the major
weaknesses faced the company
 changing needs and demands of the
customers create pressure for bringing
innovation in the market

field but also in case of academic
sectors the use of walking cat has
become Highly popular.
 the employees are highly efficient
which can be considered as the main
USP of the company
Opportunity Threats
 Not only the government organization
but also huge numbers of private
organizations have started investing in
the innovation projects. This ensures
the long-term sustainability of
innovative products in the market.
 Introduction of various learning
courses in the technological field
people have started choosing this field
as a career. As its result it can be
assumed that in case of long run the
availability of employees will be
maintained.
 Analyzing the threats of the company
it can be assumed that due to strict
taxation regulation as well as Business
expansion policies in the Australian
market the company may face
challenges while promoting products
in the market.
(Created by author)
TOWS analysis
Internal factors
External factors Strength
 the
combination
of innovation
and creativity
walking cat
has gained
Weakness
 improper
internal
management
as well as
employee
conflicts are

huge
profitability in
the market
 due to its
Advanced
Technological
features not
only in the
commercial
field but also
in case of
academic
sectors the use
of walking cat
has become
Highly
popular
 with
increasing
customer base
the company
has developed
a strong
image in the
market
 the employees
are highly
efficient
which can be
considered as
the main USP
the major
weaknesses
faced the
company
changing needs and
demands of the
customers create
pressure for bringing
innovation in the
market

of the
company
Opportunities SO
Not only the
government
organization but also
huge numbers of
private organizations
have started investing
in the innovation
projects. This ensures
the long-term
sustainability of
innovative products
in the market.
WO
Introduction of
various learning
courses in the
technological field
people have started
choosing this field as
a career. As its result
it can be assumed that
in case of long run
the availability of
employees will be
maintained.
Threats ST
Introduction of
various learning
courses in the
technological field
people have started
choosing this field as
a career. As its result
it can be assumed that
in case of long run
the availability of
employees will be
maintained.
WT
Increasing taxation
policies and its
challenges can create
tough situation for
the company.
(Created by author)

Problem statement
Based on the situation analysis it can be shown that all the innovation has become highly
common in industrial sectors but due to lack of awareness regarding its uses the misuse of search
products is creating negative impact on the business environment as well as social cultural life.
Analyzing the Australian market it has been identified that most of the investors in this industry
are going through the tremendous pressure due to rapid of acceptance of innovative products in
the market (Chernev, 2015). it has been identified that in most of the cases due to lack of
operational initiatives improper representation of the products are creating challenges for the
company as well as it is affecting the customer base of that organization. in case of Nybble it can
be said that due to its height pricing strategy as well as lack of awareness among people
regarding its appropriate uses can create challenges for or Dragon the customer satisfaction. It is
also true that distribution can be one of the important concerns in this sector. Being a UK based
company it will be challenging for Nybble to understand the needs and demands of the
customers. Based on the analysis of socio-cultural impacts on human life it has been identified
that Australian people are mostly connected with their culture and avoid to get the new product
in the market. This situation being a foreign brand it can be challenging for the company to grab
that tension of potential customers.
Target marketing identification and justification
Target market can be classified into three segments such as demographic segment psychographic
segmentation and Geographic segment. In order to promote the product in the market the
diversify Diversified targeting strategy will be followed by the company. In case of demographic
segment age and income level of people are being measured (Barce et al., 2017). On the other
hand cycle of excitement denotes the interest of people on the particular product or services.
Selecting an appropriate Geographic segment is very important for maintaining the uninterrupted
supply chain system. In case of demographic segmentation product will target the upper class
people who can be able to buy the walking cat. The product is being introduced in the market for
improving the learning as well as commercial processes in that case the people who are from 18
to 50 years will be targeted by the product. In case of psychographic segmentation based on the
interest of people on the innovation projects and others creativity will be targeted by the
company. Geographic segment is also very important for understanding the selection as well as
delivery process of product. as the product has been introduced in the market by maintaining its

Innovation and creativity in that case it can be shown that mostly people who live in urban areas
will prefer the idea.
Objectives
Marketing objectives
 to increase public awareness regarding the walking cat and its efficiency in every sectors
 to develop effective customer relationship through the promotional activities so that
customer base can be enhanced
Goal: to increase public awareness regarding the walking cat and its efficiency in every sectors
Specific The goal is specific as it has mentioned about the importance of
enhancing the public awareness regarding the particular product.
Measurable Based on the feedbacks from the customers the goals can be
measured.
Attainable The goal is attainable as developing the effective promotional plan
it can be achieved.
Reliable This strategy can enhance the customer base of the company
Time bound 6 months
Goal: to develop effective customer relationship through the promotional activities so that
customer base can be enhanced
Specific This can help to develop the interrelationship between
management and customers.
Measurable Based on the feedbacks from the customers the goals can be
measured.
Attainable The goal is attainable as developing the effective promotional plan
it can be achieved.
Reliable Based on this objective, it can be easier for the company to gain
huge profitability.
Time bound 2 months

Financial objectives
 to increase its rate of profitability 3% within coming 5 years
 to encourage large number of investors towards investing in the innovation sector
Goal: to increase its rate of profitability 3% within coming 5 years
Specific The goal is specific as it can improve the financial status of the
company in the Australian market.
Measurable Depending on the financial report of different year the goal can be
measured.
Attainable The goal is attainable as enhancing the efficiency of the employees
the productivity can be increased, which can indirectly influence
the profitability rate.
Reliable The goal is reliable as it has mentioned about the importance of
increasing productivity through increasing the efficiency of thee
employees.
Time bound It will take 5 years
Goal: to encourage large number of investors towards investing in the innovation sector
Specific It can help to gain the high rate of profitability
Measurable Based on the numbers of investors and financial report the
objective can be measured
Attainable Through the effective marketing plan and different offers for the
stakeholders cam help to achieve the
Reliable The goal is reliable as it can help to ensure the stakeholder
engagement towards the organizational growth.
Time bound 1 year
Marketing mix strategy
Product

Adding premium quality features as well as updated software needle has been introduced in the
market. The features of walking as well as saving the memories the product can be used as the
important elements in the academic sector. analyzing the facts of Nybbel, it has been identified
that within the 5.5 inch height of the entire product 32k flash 20 mhz clock 2K SRAM, 2k lines
of arduino sketch 30 minutes continuous working and 4 hours of coding experiences have been
included.
Price
analyzing the pricing strategy of the product it can be say that mostly the premium clients are
being targeted by the company. Due to its expenses in manufacturing process the products are
being sold in the market in higher ranges. Dragging the upper class and upper middle class
customers the product has been launched in the market.
Distribution
Distribution channel is also another important elements in marketing mix in case of Nybble both
the direct and indirect distribution process will be followed. The product will be distributed in
the market through retailers and showrooms. Adding the E-Commerce facility the company aims
to increase availability of the product in the market (Kotler et al., 2017).
Promotion
Promotion is being considered as one of the important elements in marketing mix. In the current
business environment promotion has become necessary for ensuring the position of the company
in the competitive business environment. Promote the product in the market social media
marketing can play an effective role. The current lifestyle of people it cannot be denied that
social media has become one of the important part in human life. In the case of promoting the
product in different social media platforms such as Facebook Twitter and Instagram the product
can be easily marketed. On the other hand web page development celebrity endorsement through
campaign and Search Engine Optimization processes will also be followed through the
marketing process.
Budget allocation
Marketing Budget Plan

Category Estimated
Quantity
Estimated
Cost per Unit
Estimated
Subtotal
Research
Research firm fees 2 $2,300.00 $4,600.00
Web research 1 $1,100.00 $1,100.00
Independent research 3 $300.00 $900.00
Other research 2 $250.00 $500.00
Research Costs Total $7,100.00
Communications
Promotional brochures 3,000 $0.15 $450.00
Television 5 $4,000.00 $20,000.00
Radio 10 $350.00 $3,500.00
Web 2 $350.00 $700.00
Communications Costs Total $24,650.00
Networking
Memberships 4 $50.00 $200.00
Affiliations 3 $20.00 $60.00
Subscriptions 2 $32.00 $64.00
Networking Costs Total $324.00
Event
Number of attendees 20
Meal (breakfast, lunch, or dinner)
Food $23.00 $460.00
Tax (10%) $2.30 $46.00
Food and beverage gratuity (20%) $5.06 $101.20
Meal Costs Subtotal $607.20

List Services
Valet services 1 $300.00 $300.00
Entertainment #1 1 $800.00 $800.00
Entertainment #2 1 $1,200.00 $1,200.00
Other services 1 $200.00 $200.00
List Service Costs Subtotal $2,500.00
Audio/Visual Services
Basic PA system and podium 1 $0.00 $0.00
Screen 1 $0.00 $0.00
XGA data/video projector rental 1 $45.00 $45.00
Wireless mouse 1 $12.00 $12.00
Power strips 1 $0.00 $0.00
Extension cords 1 $0.00 $0.00
Lavalier microphone 1 $0.00 $0.00
Labor and AV technicians 1 $300.00 $300.00
Tax (8.8%) $31.42 $31.42
Audio/Visual Services
Subtotal $388.42
Additional Costs
Invitation
(printing and postage costs) $834.00 $834.00
Time & Expense (T&E) $700.00 $700.00
Company staff T&E $200.00 $200.00
Customer testimonial T&E $100.00 $100.00
Additional Costs Subtotal $1,834.00
Giveaways 0
Giveaway #1 25 $10.00 $250.00
Giveaway #2 25 $5.00 $125.00
Giveaway Subtotal $375.00

Event Costs Total $5,704.62
Event Price per Person $285.23
Promotions
Product giveaways 50 $8.00 $400.00
Product discounts 300 $3.00 $900.00
Special offers 200 $2.50 $500.00
Promotions Costs Total $1,800.00
Advertising
Brochures (development and
production) 5,000 $0.15 $750.00
Mailings 15,000 $0.04 $600.00
Postcards 15,000 $0.03 $450.00
Television 2 $600.00 $1,200.00
Radio 4 $300.00 $1,200.00
Newspapers 6 $220.00 $1,320.00
Billboards 2 $556.00 $1,112.00
Bus sides 3 $125.00 $375.00
Advertising Costs Total $7,007.00
Public Relations
Charity events 3 $200.00 $600.00
Advertising 4 $200.00 $800.00
Employee promotions 6 $200.00 $1,200.00
Sponsorships 3 $200.00 $600.00
Public Relations Costs Total $3,200.00
ESTIMATED MARKETING GRAND TOTAL $49,785.62

Implementation and Campaign evaluation
The product will be promoted in the Australian market through social media and celebrity
endorsement. Therefore in order to implement the campaign evaluation plan it is very important
for the company to develop an effective strategy for continuous monitoring the customer
reviews. in order to identify the numbers of visitors in the webpage a different software can also
be introduced so that the company can be able to understand if the customers are satisfied with
the product or not. In order to enhance the operational field of the product it can be used in
different sectors through the marketing plan the product will be introduced in different sectors
like education and commercial fields in that case through the celebrity endorsement popularity of
the product can also be understood. Focusing on emotional bonding with the customers it can be
easier for the company to implement a successful. Increasing the visibility of the web pages it is
very important for the company to develop an effective team which will control the customer
feedback as well as satisfy the queries of individuals. The current lifestyle of people it cannot be
denied that social media has become one of the important part in human life. In the case of
promoting the product in different social media platforms such as Facebook Twitter and
Instagram the product can be easily marketed. On the other hand web page development
celebrity endorsement through campaign and Search Engine Optimization processes will also be
followed through the marketing process
In order to evaluate the company effective training can be provided for enhancing the abilities of
the employees. It can not only help to improve the performance management but also it can be
and effective rule for ensuring the customer engagement towards organizational growth. in this
study it has been identified that understanding the impacts of marketing campaign on customers
mind yearly report needs to be maintained. Reviews which will be provided by the customers’
needs to be critically analyzed by the marketing team so that the areas in which development is
needed can be identified.
Conclusion
In this study it can be concluded that marketing plan has strong impact in case of ensuring the
productivity as well as quality of performance in the company. In order to introduce Nybble
product in the Australian market the company may face various challenges due to the internal as

well as external environment. It is also true that comparing to the others countries it can be easier
for Nybble to promote its product in the Australian market. Due to the popularity of social media
platforms on human life the marketing plan will be introduced through the social media
platforms such as Facebook Twitter and Instagram. Continuing this it can also be said that after
the implementation of campaign proper monitoring is very important for understanding the
growth benefits. Based on the individuals’ engagement as well as Corporation from the
employees it can be easier for the company to successfully implement its promotional strategy in
the Australian market.

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