P-Cubed App Marketing Report: Environmental Impact & Strategy

This marketing report focuses on the P-Cubed app, an Australian initiative designed to raise awareness among young Queenslanders about plastic waste and its environmental impact. The app, winner of the “Next Tech Girl Superhero” award, aims to help users make informed decisions about their plastic consumption. The report includes a situational analysis using PESTLE and SWOT frameworks, a market summary highlighting the nascent market of plastic waste conservation in Australia, and clearly defined marketing and financial objectives. Key objectives include enhancing brand image, increasing app sales, and improving customer engagement, alongside financial goals such as covering manufacturing costs and diversifying revenue streams. The report details the app's mission, target market (young people in Queensland), and positioning as a cost-effective solution for environmentally friendly product choices. Marketing tactics emphasize the app's value proposition, cost leadership, digital marketing strategies, and collaborations with platforms like Google. Control measures, such as strategic plan development and setting timeframes for achieving milestones, are also outlined to ensure effective implementation of the marketing strategies. The report concludes by stressing the importance of aligning marketing strategies with the business environment and customer needs to enhance the app's success.

P-CUBED
APP
Marketing report

INTRODUCTION
 According to Jenkins and Williamson
(2015), the success or the failure of an
organization depends the kind of
marketing strategies that the
concerned organization is following.
 Marketing objectives that an
organization is utilizing should be in
synchronicity with the requirements
of the external business environment
in which the concerned organization
is operational (Hair Jr et al., 2015).
 This presentation will present the
marketing report of P-Cubed’s app.

OVERVIEW OF P-CUBED
 Winner of “Next Tech Girl
Superhero” award for the best app in
Australia in 2018
 The app tries to create awareness
among its users regarding the amount
of plastic waste that they are
generating
 The app will help the users to make
better decisions regarding the choice
of the products that they purchasing
 The app had been designed taking
into consideration the young
Queenslanders

SITUATIONAL ANALYSIS:
PESTLE ANALYSIS

SITUATIONAL ANALYSIS:
SWOT ANALYSIS

SITUATIONAL ANALYSIS:
MARKET SUMMARY
 According to Schaltegger, Burritt and
Petersen (2017), the market of plastic
waste conservation is a nascent one.
 There are very few organizations in
Australia which offer help to the
customers regarding the amount of
plastic waste that they generate.
 The only notable organizations in
Australia which offers help to the
people and the other organizations
regarding the same are Plastic
Collective, TerraCycle and others
which had been operational for less
than 5 years (Fraser, 2017).

MARKETING OBJECTIVES
 To enhance the brand image as well as the
brand awareness of the users of the
customers regarding the app and also the
nature of services that they are offering to
the customers.
 The second marketing objective that the
developers of the app under discussion
here can take the help of for the
enhancement of the prospects of their app
is to focus on increasing the sale of the
app.
 The third marketing objective of the app
under discussion here should be to increase
customer engagement and also to maintain
an effective relationship with them.

FINANCIAL OBJECTIVES
 The first financial objective of the
developers of the app should be to
generate enough revenue so as to meet the
cost of manufacture of the app and also
the amount of capital that they had
invested for the establishment of the
business venture.
 The second financial objective of the
developers of the app should be to
enhance the revenue generated by them by
more than 5% so as to become profitable
 The third financial objective that the
developers of the app under discussion
here should focus on is to establish a more
diversified source of revenue.

MISSION STATEMENT, TARGET
MARKET AND POSITIONING
 The mission of the developer of the app
is to offer the best quality help to the
users through which they can make a
positive difference to the environment
and also the planet.
 The target customer base for the app is
the young people of Queensland,
Australia.
 The developers of the app can begin by
positioning their app as the one which
is not only cost effective but at the same
time offers them quality services
regarding the manner in which they can
choose the plastic products that are
environmentally friendly.

MARKETING TACTICS:
PRODUCT AND PRICE ACTIONS
 The developers would have to
emphasis on the key attributes or
the value proposition of the app that
they are offering to the users,
namely, the environmental
friendliness of the app, the
opportunity to mitigate the damage
to the environment, the chance to
reduce plastic pollution and others.
 The developers of the app are likely
to gain significantly through the use
of the cost leadership strategy.

MARKETING TACTICS: DISTRIBUTION
AND COMMUNICATION ACTIONS
 The developers of the app would have to
register themselves with the Cyber
Department of Australia and also form
collaboration with Google so that the
customers can download the app from
their mobile phones (Lewis et al., 2017).
 For the process of cascading important
information regarding the app and also
the services offered by them the
developers can utilize the strategy of
digital marketing and thereby use the
different social media platforms like
Facebook, Twitter and others (Kumar &
Reinartz, 2018).

CONTROL MEASURES
 Use of Strategic Plan
Development measure
 The developers need to set
milestones like the
enhancement of the revenue
earned by the organization,
achievement of competitive
advantage and others
 Setting timeframes for
achieving these milestones is
also recommended