BHO1171 Marketing Plan: Target Market & Strategy for Scrubba Wash Bag

This report presents a marketing plan for the Scrubba Wash Bag, a portable washing device. It begins with an overview of the marketing planning process, emphasizing the importance of social media for awareness. The report then delves into macro-environmental analysis, including PEST factors (political, economic, social, and technological) and SWOT analysis to understand the market conditions and internal factors. The target audience is identified as college students, hikers, and travelers. The report discusses potential pitfalls, such as lack of product awareness, and suggests strategies to address them, including emphasizing the product's convenience and affordability. The importance of brand awareness and integrated marketing campaigns are also highlighted. The report concludes by emphasizing the need to adapt to the changing consumer behavior and market dynamics, and provides references to supporting literature.

The Scrubba Wash Bag

The Scrubba wash bag is a device of the pocket size which is used to wash clothes anytime and
anywhere. Every product requires the marketing planning process and our objective is to develop
awareness through the use of social media. It is necessary to consider the market environment in
marketing planning. The market environment includes the macro-environmental analysis that
may affect the product. It includes political, economic factors, social, technological development
factors. It is necessary to do a PEST analysis as it helps in understanding the market conditions.
It is essential to communicate the target audience about the products and their benefits. Scrubba
wash bag is the smallest washing machine in the world and it is a convenient way for travelers
and campers (Wijmans, 2019). SWOT-analysis helps in analyzing the internal factors of an
organization which includes strengths, weaknesses, opportunities, and threats.
For the marketing planning of products in the international market, it is necessary to consider the
political factors which include the taxation policy of different countries. Environmental
protection measures must be considered as that are different for every region. Economic factors
include the interest rates and inflation rates of the country. It is necessary to consider to do
marketing planning in different countries (Ho, 2014). Social or cultural issues are considered for
the product as it includes the attitudes and values, social mobility, behavior at work. It is
necessary to consider the technological factors for marketing the product in the international
market. Advanced technology must be used to advertise the product. It is necessary to consider
the technological advancements because of fast-moving change in technology.
Scrubba wash bag is a product that provides convenience in doing washing clothes anytime and
anywhere as it is convenient to carry in a travel bag. In marketing planning, the target audience
for scrubba wash bag is college students, hikers and travelers as this product are very helpful for
them (Gupta, 2013).
A pitfall of this product is that some people are not aware of this product or some people think
that the product is not relevant. It is necessary to adopt the strategy of product for consumers is
they must recognize the product as washing machines may not offer them a desire to clean their
clothes anywhere. It is a budget product that is reasonable for backpackers. An organization must
develop brand awareness as it is an important objective to consider (Fleisher and Bensoussan,
2003). It is necessary to bring the change in consumer’s beliefs and attitudes for the product.

Marketing environmental analysis is used as a strategic analysis as it helps in analyzing the
internal and external factors. It is an opportunity to develop the product and increase a sale in the
international market. It is a challenge to make awareness about the Scrubba wash bag. It is
necessary to consider the integrated marketing campaign to build awareness and communicate
about the product to the target audience.

Reference
Fleisher, C.S. and Bensoussan, B.E., (2003) Strategic and competitive analysis: methods and
techniques for analyzing business competition (p. 457). Upper Saddle River, NJ: Prentice-Hall.
Gupta, A., (2013) Environment & PEST analysis: an approach to the external business
environment. International Journal of Modern Social Sciences, 2(1), pp.34-43.
Ho, J.K.K., (2014) Formulation of Systemic PEST analysis for strategic analysis. European
academic research, 2(5), pp.6478-6492.
Wijmans, N., (2019) Effective laundry: a design engineering approach for laundry systems in
small, off-grid, sustainably-minded communities.