Marketing Plan Report: Sketcher's Expansion into the Australian Market

This report provides a detailed marketing plan for Sketcher, a toy library company, aiming to expand its business into the Australian market. The plan begins with an overview of Sketcher's business objectives, market research, and strategic options, including STP (segmentation, targeting, and positioning). It then delves into the 4Ps of the marketing mix (product, price, place, and promotion) tailored for the Australian market. The report also covers marketing communication strategies, costing, and ROI projections. A pen portrait of the target market is included, assessing the product, pricing, placement, and promotional aspects. The report aims to establish a successful toy library business in Australia by addressing social atomization and catering to the needs of Australian families. The report concludes with a summary of the marketing plan and references.

MARKETING PLANNING
MAR002-2

TABLE OF CONTENTS
Marketing plan.............................................................................................................................4
Pen portrait for the target market.................................................................................................7
REFERENCES................................................................................................................................9

Marketing plan
Marketing plan provides overview of business marketing as well as advertising goals. It
is an integral part of overall business plan through which company enables to gain it’s goals and
objectives within timeframe Nadube and Didia, 2018). Sketcher company has planned to
establish Top Library in in new market i.e. Australia which is major goal of the business. So,
marketing consultant of the Sketcher is designing marketing plan so that company can easily
gain it’s goal in the business market.
Market & Business objectives
Sketcher already has operated multiple Toy Library in various countries like UK, US, China etc.
for reducing social atomization and affiliates with various charities and it’s program. Due to this
it has established strong brand image in the market.
 To successfully established business in the new market.
 Reduces social atomization in new market segment.
 To build strong customer base by the end year of 2021.
 To generate good financial benefits between the 2021 to 2023 years.
Market research and strategic options
Australia is well-financed country whereas Australian public are highly updated for the
new technology and e-commerce market. there are around 80% people prefer online shopping
instead of traditional shopping. So, it will be valid to say that there are large number of who
spends most of the time of social media sites. Disposable income of the people also good in
Australia because there has wide opportunity for the job. So, most of the families are too much
stuck in their works so they do not get chance to spend with their family members and children.
So, there are various kids and young generation children like to spend their time on video games
and social networking sites. So, it is best opportunity for the Sketcher company to expand it’s
business in this country whereas they can easily provoke parents to take admission in the Toy
Library which will help parents to keep attention on their children’s as well as reduces social
atomization of children in society. in addition, there is no national toy lending services in
Australia but there have some toy libraries which operates by local authorities for few hours. So,

Australian parent’s do not prefer to send their children in such place. While Sketcher will open
such toy library for flexible time hours with high number of facilities so that children can have
fun more instead of using mobile and other digital gadgets. There are various strategic options
like STP, marketing mix, marketing communication etc. will practice by Sketcher to successfully
establish it’s business in the Australian market. 360-degree feedback strategy also follows by
Sketcher company to influence satisfaction level of parents with it’s services. Performance
management system will use by the Sketcher company to keep control on individual
performance so that all address marketing plan in precise manner.
STP
It is stands for segmentation, targeting and positioning that uses by company to target
specific segment for targeting particular customers for the proposed services.
 Segmentation: Market segmentation strategy is used to classify whole market into
different segments i.e. demographical, psychographic, behavioural and geographic.
Sketcher company use this market segmentation strategy to divide whole Australian
market into different segments psychographic and demographic (Wood and Jobber,
2016). Psychographic segment is further subdivided on the basis of customer’s needs and
their expectations, spending behaviour etc. While demographic market classifies
customers according to their age, culture, language etc. Sketcher targets both market
segments because these segments will help company to gain it’s proposed objectives.
 Targeting: From the above strategy, company classify specific market segment then it
will target specific customers from demographical and psychographic market segments.
For example, Sketcher company targets premium customers as targeted audience.
Premium customers include such parents who are ready to spend more money to get
lavish life for their children’s. Premium customers do not have more time to spend with
their children’s because they are damn busy with their job responsibility, In such cases
most of the children’s compromise with the situations and sticks with such online video
games and T.V. Thus, they become socially isolated so, their parents always expect that
they get such services which keeps their socially indulged. Thus, Sketcher company can
easily offer it’s library services at higher cost with good services that will in return
generate high profit margin on each service of Toy Library.

 Positioning; Sketcher already has established good presence in the business market due to
association of different charity and Toy Libraries. It does not have to face any trouble
while encouraging customers to buy it’s toy library services in Australian market as well
as can gain high competitive advantage from existing competitors.
4p’s Marketing mix
 Product: Sketcher has various type of products i.e. STEM toys, local toys etc. that will
offer in new market i.e. Australia. However, STEM toys are specific, technical,
experimental and measurable that are designed for the specific and disabled children’s so
that they can play easily without asking for help. This product segment will attract
targeted customers to buy Toy Library services of the Sketcher company.
 Price: Competitive and premium pricing strategy will follow by Sketcher to lend it’s
library services to the targeted audience, there is a reason such as competitive pricing
strategy helps company to gain competitive advantage in the Australian market. While
premium pricing strategy will support to generate high profit margin on it’s services from
targeted customers (Han and et.al., 2019).
 Place: It is already established into multiple countries like Canada, UK, US etc. and
offers it’s toy library services to the different market segments. So, currently company
selects new market i.e. Australia to promote it’s business in this country and decline issue
of social atomization.
 Promotion: Traditional and internet media will use as promotional resources for
influencing awareness in customer about it’s product services in the Australia so that it
can access targeted customers on large scale. Video tutorial is also used by Sketcher to
lead effectiveness in people and influence them to visit and buy it’s services once.
Marketing communication
Marketing campaign will organize by Sketcher whereas marketing representative itself
gives brief information over the services like Toy Library is subscription based monthly toy
lending services and it’s goal through this operation. Thus, it will impact large number of

customers and builds trust of them for the brand (Camilleri, 2018). With marketing
communication company will easily influence targeted audience to buy it’s service.
Costing and ROI
The fixed cost of the business is around 10 lakhs while variable cost is about 6 lakh then total
cost of the business is estimated 16 lakhs. Company are expecting rerun of 5% (80.000) pound as
ROI per annum.
Conclusion
It has summarized whole marketing plan in which included business goals, tactics, STP,
4p’s marketing mix and costing & ROI that will implement in the Sketcher for establishing Toy
Library business in the new market i.e. Australia successfully.
Pen portrait for the target market
Sketcher is planning to expand its business in Australia. The company has already
expanded in United Kingdom, America and now it is looking to expand its business in Australia.
The marketing in Australia is very volatile which will allow the organisation to grow rapidly in
the Australian market. Different elements and factors that worked for the company in deciding
the venue Australia for this business expansion plan. Different elements that worked for the
company in finalising the venue for the business expansion purpose in Australia. Critical
assessment of product, price, place and promotion is done before finalising the destination for the
market expansion.
Product: Product offer by the Sketcher is denoted as toy library. This is a unique product the toy
library is a place where different varieties of toys are available for the children’s. This is a place
where all children can wish to have the best toy they like to play (HR and Aithal, 2020). Just like
the concept of library of books this idea has created so that huge toy experience can grant to the
children. In Australia the kids are very creative and parents also support the children in exploring
the creativity level they carry. This product would give them the best exposure the children’s are
looking for in the childhood.
Price: The Company is targeting customer from upper economic class. The price range of toy
library is high that only look affordable for the upper economic background people based in

Australia. Per capita income of people based in Australia would allow them to afford the price
company is offering to its customers in against to the products. Price is an important denominator
that influences the company’s performance in the target market. Due to price affordability
company is expecting to get the good response in the market of Australia just like the United
Kingdom market and USA market.
Place: The place for the business expansion is chooses the Australia for the expansion project. In
Australia people are very creative and focus over innovation and creativity. This idea is unique
and not many companies are offering these services. All such toys that are unaffordable for the
people they can provide the exposure of such toys to their kids over this place. Millions of
different toys are offer by company at this place which would attract to the people based in
Australia. Company is expecting that the market of Australia would be the best feet for this
business portfolio.
Promotion: Promotion is all about promoting the products and services of company at various
locations and communication channels. Company will promote this service at different social
media channels like Instagram, Facebook and all different social media channels. Company
would also use digital platforms to promote the services of company. Company would use radio
and television marketing from the traditional marketing and promotional techniques (Mirzaei,
Carter and Schneider, 2018). All the promotion strategy of company would support the
organisation in entertaining the best growth potential in the market.

REFERENCES
Books and Journals
HR, G. and Aithal, P. S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and
Social Sciences (IJMTS),(June 2020). 5(1). pp.261-284.
Mirzaei, A., Carter, S. R. and Schneider, C. R., 2018. Marketing activity in the community
pharmacy sector–a scoping review. Research in Social and Administrative
Pharmacy. 14(2). pp.127-137.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
Han, Y and et.al., 2019. Robust consensus models based on minimum cost with an application to
marketing plan. Journal of Intelligent & Fuzzy Systems. 37(4). pp.5655-5668.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Nadube, P.M. and Didia, J.U.D., 2018. Market targeting and strategic positioning. International
Journal of Marketing Research and Management. 8(1). pp.32-45.