Marketing and Communication Report: Roli Case Study Analysis

This report presents a comprehensive analysis of Roli, a UK-based music technology company, examining its current marketing strategies and providing recommendations for improvement. The report begins with an organizational overview, highlighting Roli's mission to transform the music industry through innovative products like the Seaboard. It then critically evaluates Roli's existing marketing tactics, primarily focused on digital channels such as social media, through a SWOT analysis, identifying strengths like attracting millennials and weaknesses like a lack of physical stores. The report offers specific recommendations, including expanding to traditional marketing channels and establishing physical stores. A detailed marketing plan is proposed, including strategic objectives, market research, target market segmentation, and a marketing mix encompassing product, price, place, and promotion strategies. The marketing budget is also outlined, providing a financial overview of the proposed initiatives. The report concludes by emphasizing the importance of effective marketing and communication for achieving business objectives, providing a valuable case study for understanding marketing principles and practices.

MARKETING AND
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
ORGANISATIONAL OVERVIEW................................................................................................1
CURRENT MARKETING STRATEGIES.....................................................................................1
SWOT Analysis..........................................................................................................................2
RECOMMENDATIONS AND MARKETING PLAN...................................................................3
Marketing Plan............................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
APPENDICES.................................................................................................................................8
Appendix- 1.................................................................................................................................8

INTRODUCTION
Marketing is the combination of all the tasks which are required by organisations to
enhance the familiarity of products within the marketplace. Moreover, it is imperative that each
organisation effectively communicate their product to its customers which would allow them to
create a long lasting impact on the buyers (Kotler and et. al., 2016). The following report is
based on Roli, which is one of the most popular SMEs in the UK. It follows a case study
approach and includes an overview of the firm and critique of its marketing strategies. The report
also involves a detailed marketing plan and recommendation for the firm to improve its tactics.
ORGANISATIONAL OVERVIEW
Roli is a music based technology company situated in London. The firm develops and
distributes Seaboard and various other software and hardware instruments. Main agenda of the
company is to effectively produce future technology products which could transform the musical
industry completely. The firm was established in 2009 and has made a significant mark in the
market.
The music industry of the UK has recently contributed £4.5 billion to the UK economy
(UK music industry ‘contributes £4.5bn to UK economy', 2019), However, This industry is
subjected to producing almost 540,000 tonnes of carbon footprint and greenhouse gas emissions.
Music recording is responsible to 26% of this emissions (Study reveals carbon footptint of UK
music industry, 2018). The environment of this industry requires effective measures to be taken
to produce systems which are technologically advanced to effectively enhance the scope of
improvement of environment and better reach of capability where technology is concerned.
CURRENT MARKETING STRATEGIES
The current marketing plan of this organisation provides an insight on the target market
as well as the current marketing strategies of the company (Refer to Appendix). However, There
are various aspects which is good as well as bad about the marketing of Roli. These aspects
would be reflected by a theory called SWOT Analysis which provides a framework of analysis
of strengths, weaknesses, opportunities as well as threats for a strategy (Fill and Turnbull, 2016).
Current strategy of the firm includes inclination towards online marketing and selling. In
addition, the firm is heavily inclined on social media such as Facebook, Twitter, Instagram and
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YouTube. Each of its tactics effectively reflect the way modern marketing objectives could be
achieved.
SWOT Analysis
Strengths: Attraction to local millennials: The best advantage of using the current marketing tactics
is that the company could attract local youngsters that possess passion for music and
technology effectively. Moreover, current strategies also would help them in giving
appropriate customer assistance to these local individuals and groups.
 Spontaneous Feedback: Heavy reliance of social media has always been reliable where
feedbacks are required to be addressed. Social Media would help in effectively giving
them spontaneous assistance that is essential for healthy customer relationships.
Weaknesses: Fail to grab overseas attention: One major disadvantage for the firm even after shipping
its products to more than 50 countries, is that the company lacks physical stores, which
make it very inconvenient for customers to balance import of the product effectively.
Moreover, The firm is yet to make a grand mark on the global scale.
 Negative views: Another disadvantage of the current strategy is that it is easier for
customers as well as rival companies to spread negative information or rumour, generally
referred to as hoax. This could have a negative impact on the company and its future
products (Luxton, Reid and Mavondo, 2015).
Opportunities: Diversification: There are other forms of traditional marketing that are gaining
momentum currently, such as, television and newspaper. The firm could use these tactics
to market their products in a better way to customers who do not use social media.
 Inclination towards music: Music industry is getting popular each day globally and
people in the world are looking for better ways to effectively produce music. Moreover,
various forms of classical music globally are preferred by new musicians to fuse them
and make better sound pieces. This could be a major opportunity for the company to
effectively develop and improve its marketing and rely more on other methods such as
having physical stores in countries it ships its products into. This would help in
effectively expanding its customer base through marketing.
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Threats: Competition: There are other companies like Native Instruments and Ableton are already
established way before the firm and have stronger global presence (ROLI's Competitors,
Revenue, Number of Employees, Funding and Acquisitions, 2019). Thus, the marketing
have to be tactical enough to enhance competence of Roli.
 Negative Perception: With advanced technological products, various people and groups
which are followers of classical way of making music are opposing the developments of
natural and traditional ways of making music.
To completely mitigate the threat, the firm must construct and appropriate marketing plan
for marketing its products and services (Kumar, 2015).
RECOMMENDATIONS AND MARKETING PLAN
Current strategies of the firm are somewhat revoking its effectiveness when it comes to
market globally. However, there are variosus suggestions which could help Roli in improving its
marketing position. These recommendations are mentioned below:
 The firm must have physical stores which would make the availability of their products
more easy and effective.
 Roli must also appropriately use methods like television and newspapers to make
themselves familiar with every age group which would make the perception positive
towards firm and the product (Valos and et. al., 2016).
Marketing Plan
Marketing Plan provides effective and appropriate analysis of various aspects that are
related with the market. Moreover, it also helps in developing effective strategies which are
essential for marketing the products and services of the company in a standard manner which is
effective for long- term. The marketing plan which is being constructed is for its product Roli
Seaboard. The marketing plan is mentioned below:
Organisational Overview:
Roli is a UK based organisation which deals in advanced technological musical
instruments. The firm makes products that addresses the technological demands of the market.
However, the company is looking for ways to improve its marketing (Taiminen and Karjaluoto,
2015).
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Vision and Mission: Vision: The vision of Roli is to transform the music industry in ways which gives it an
edge over various other companies in the market.
 Mission Statement: The mission statement of organisation states “We are changing the
way people make music”. With Roli Seaboard, the company would appropriately enhance
its marketing tactics to serve better in the market.
Strategic Objective:
The various strategic objectives associated with Roli Seaboard are:
 Company aims to enhance its customer base by at least 6% by the end of 6 months after
implementation of its new marketing tactics.
 Roli wants to increase its profitability by 3.2% after 9 months implementation of its
marketing plan.
Offerings:
The offerings of the company are BLOCKS, Music Software, accessories, etc. that are
related to achieve its objectives. However, the firm wants to evolve the way future of music is to
be explored through its Roli Seaboard.
Market Research:
Firm would be using extensive market research to appropriately enhance the scope of
marketing and determine what is the need of market. To achieve this, Roli is willing to use both
primary and secondary research methods to develop ways in which the company could market its
product. In primary, the company would be using questionnaires and in secondary, organisation
will be using library and online sources to better market the products.
Target Market:
It is essential for the company to use appropriate STP approach to effective target the
appropriate customers (Villarino and Font, 2015). The firm would be using Geographical,
demographical as well as behavioural segments. Target market of the company would be general
customers of urban UK with age between 15-65, who are moderate earners and are passionate
about making music effectively.
Marketing Mix;
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 Product: The product strategy of the firm would be that the company will be using
innovation and AI systems to produce Roli Seaboard which would provide benefits to
customers as well as environment. Price: Psychological pricing would be the strategy used by Roli to price its product
according to the market. Place: Alongside online stores, the firm will be effectively planning to develop physical
stores in UK as well as various other countries to increase its availability.
 Promotion: Social media along with other media forms such as print and television
media will be used by the company to develop its market position and enhance it
marketing capacity.
Marketing Budget:
MARKETING BUDGET
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial Investment 17500 10000 14300 12000 15550
Investment 10000 10000 16400 5000 14400
Total 27500 20000 30700 17000 29950
Marketing Outlay
Promotion 3300 2330 3000 6000 2440
Sales publicity 2400 1550 4000 1700 1660
Direct selling 1500 1365 5550 3000 6660
Total 6700 5245 12550 10700 10760
CONCLUSION
Thus, it is concluded that marketing and communication is essential for developing
appropriate and effective marketing strategies. It is essential for analysing the flaw of current
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marketing strategies to effectively enhance the scope of improvement. Lastly, marketing plan
allows to effectively develop a new strategies and tactics to produce a specific product in the
market.
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REFERENCES
Books and Journals
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Kotler, P., and et. al., 2016. Marketing. Pearson Higher Education AU.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising. 44(1). pp.37-46.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Valos, M.J., and et. al., 2016. Exploring the integration of social media within integrated
marketing communication frameworks: Perspectives of services marketers. Marketing
Intelligence & Planning. 34(1). pp.19-40.
Villarino, J. and Font, X., 2015. Sustainability marketing myopia: The lack of persuasiveness in
sustainability communication. Journal of Vacation Marketing. 21(4). pp.326-335.
Online
ROLI's Competitors, Revenue, Number of Employees, Funding and Acquisitions. 2019. [Online]
Available Through: <https://www.owler.com/company/roli>
Study reveals carbon footptint of UK music industry. 2018. [Online] Available Through:
<https://www.theguardian.com/environment/2010/mar/12/uk-music-industry-carbon-
footprint>
UK music industry ‘contributes £4.5bn to UK economy'. 2019. [Online] Available Through:
<http://www.irishnews.com/magazine/entertainment/2018/11/01/news/uk-music-
industry-contributes-4-5bn-to-uk-economy--1474200/>
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APPENDICES
Appendix- 1
CURRENT MARKETING PLAN OF ROLI
TARGET MARKET
The firm has been marketing young customers
which are technologically inclined and are
interested in making music.
STRATEGIES
To market their products, the firm uses tactical
marketing to make product specifications
familiar to customers.
METHODS
Roli uses social media and its portals such as
Facebook, YouTube, Twitter and Instagram to
attract their target customers.
DISTRIBUTION CHANNELS
The firm used to deal with online channels and
shipping as their tactics to make their products
available to the public.
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