Strategic Marketing Plan: Pixelated Induction (MRKT20052, Australia)

This report presents a comprehensive marketing plan for Pixelated Induction, a technology firm introducing wireless charging technology to the Australian market. The analysis begins with an executive summary and proceeds with a detailed situational analysis using PESTLE and SWOT frameworks to understand the external and internal environments. It identifies opportunities and threats in the competitive landscape. The report then focuses on customer analysis, including segmentation, targeting, and positioning strategies to reach the desired customer segments. Problem statements are defined, and marketing objectives are established, including sales and brand awareness goals. The marketing mix (product, price, promotion, and place) is then outlined to create a strategic approach. The report concludes with a campaign evaluation plan and budget allocation, providing a roadmap for Pixelated Induction's marketing efforts. This report is a student contribution to Desklib, a platform providing AI-driven study tools.

MARKETING MANAGEMENT
AND
DIGITAL COMMUNICATION

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Executive Summary
Marketing in today’s time is an attribute for success. Pixelated Induction is a technology that
will convert any object into the wireless charger. The external environmental factors suggest
that the Australian market is highly attractive towards the technology that is innovative and
are able to provide maximum value to its consumers. The strength of the technology is its
uniqueness and weakness lies in the lower brand name. They have opportunities in replacing
the wired charger. They are targeting customers that are young and have love for innovative
technologies. They have the objective to improve the brand awareness. In the marketing mix
they are developing products that are of higher quality and are able to resolve the charging
problems of the people. The price is set slightly on the higher side while they need to promote
it more through the online mediums. Return on investment and sales growth is the two
measures on the basis of which they can evaluate their marketing plan.
Content

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s
INTRODUCTION.................................................................................................................................2
Situational analysis................................................................................................................................2
Customer analysis..................................................................................................................................4
Problem statements................................................................................................................................6
Objectives..............................................................................................................................................7
Marketing mix.......................................................................................................................................7
Campaign evaluation.............................................................................................................................8
Budget allocation...................................................................................................................................9
Conclusion.............................................................................................................................................9
References.............................................................................................................................................9

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INTRODUCTION
Marketing is becoming the best tool in the world to gain competitive advantage over the
rivals. It has become essential for the management to make sure they have an efficient
marketing plan that can improve the scope of the company in terms of gaining success. It is
also critical for the firms as it improves the company’s response towards the market as
companies understand the global market and accordingly they can design their marketing
plan so that they can gain competitive advantage over the rivals (Dodgson, Hughes, Foster &
Metcalfe, 2011). There are various challenges that companies face while entering into the
market. Marketing plan needs to have an effective solution for this. In this regards it is
essential that company make objectives that leads company to achieve the desired outcomes.
Pixelated Induction is the technology based firm that is designing innovative products that
can make the life of the people simple. They are coming with the technology that can help
them in converting any surface into wireless charger. This report will analyse the
environment within the organisation along with the strategies that can help the company to
specifically target people that is in their targeted segment.
Situational analysis
Before designing any marketing plan it is critical for the management to make sure that they
have an understood the environment that is around their business. This is critical for the
management of skills and at the same time it is also essential for understanding the factors
that may have effect on the marketing plan of the company. For understanding the external
environment the use of PESTLE analysis can be effective.
 Political: In Australia governments have changed in short period of time. This has
impact on the taxes and policies that is made for the companies. In this regards it is
essential that firm has political contacts that help them in placing them in the market
in an appropriate manner. Australian taxes on the digital products have increased in
the past few years (Giuliani, Morrison & Rabellotti, 2011). This increase has reflected
on the prices of the product that company aims to sell.
 Economic: The economic environment within Australia is strong but the turmoil in
the international market has impact on the Australian market. However, the product
that this company aims to sell will not face such critical challenges related to the

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economic environment. Australia also has a pool of investors that can help the firm to
manage its investment plans.
 Social: Society needs innovative products and in the time when most of the
technologies are becoming mobile, the problem of charging is getting bigger. People
want solution for the wired charging which can be resolved with the type of product
that this company is selling. The social need for upgraded technology is changing and
this change in the technology will be an opportunity for the company (Baldwin &
Scott, 2013). Society is also looking for the technologies that make their lives easier
hence this can be an effective technology.
 Technology: Highly innovative products are welcomed in the Australian society. This
company is offering the technology that is first in the entire world hence they will not
face competition from other companies. This technology will convert any surface into
wireless charges hence it will give more benefits to the customers (Jain & Yadav,
2017). With the type of technologically skilled employees they have it will not be a
problem to make future advancements in the product.
 Legal: The legalities within the industry are changing and this change in the legal
environment has direct impact on the way an organisation is marketing its product
(Kotler, Burton, Deans, Brown & Armstrong, 2015). Consumer laws have become
strict hence the company will have to make sure that they comply with all the
consumer related laws.
 Environment: This is an induction based charging hence it will have impact on the
environment. Since some quantity of radiation will be released from the charger hence
it is highly likely chance that environment related laws is managed accordingly.
It is also critical for the company to understand the internal environment they have. For this
SWOT analysis can be used.
Strengths
 The technology that they are bringing is unique and had features that are highly
innovative.
 It is not easier for the company to manage their intellectual property rights hence they
need to make sure that they have policies so that there are no loop holes that can leak
information about the design.

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 This company has effective research and development team that will ensure that
company will make desired changes from time to time so as to ensure that they have
competitive advantage over the rivals (Mohr, Sengupta & Slater, 2010).
Weakness
 This company has poor brand image when compared with other big technologies
companies in the international market. Due to this company will have to invest a lot of
their time in improving the brand awareness.
 They also have weakness in terms of the fact that the product that is released by them
has slightly higher cost. This kind of pricing by the company will have impact on the
competitive advantage of the firm (Fletcher & Crawford, 2013).
 They also have weakness in terms of the fact that they have lesser skilled employees
when compared with other firms in the industry.
Opportunities
 They have opportunities in the emerging technology market within Australia. In the
later stage they can expand in other parts of the world as well.
 They have opportunities to develop new technologies that can help them grow in
other parts of the world. They have opportunity to replace the traditional wired
chargers which is a very big market and can give competitive advantage to the
company (Vargo & Lusch, 2014).
Threats
 They are facing the threats related to the safeguarding their intellectual property. This
was necessary for the management of competitive advantage over the rivals.
 There is also the threat that any of their competitors might bring better product than
this company as there are larger numbers of innovations going in the market. For this
they need fast expansion so as to gain maximum profits till the time any of the
competitors make better products than the pixel induction.
Customer analysis
It is critical for the management to have an understanding about the customers that are
present in Australia and the way in which need to segmented and targeted so as to achieve

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sustainable competitive advantage. This was done by the company for achieving the desired
benefits and enhancing the sales of the company (Weinstein, 2013). In this regards company
can take use of segmentation, targeting and positioning. It is seen that there are people from
different parts of the world living in Australia. The segmentation and targeting for the
company is as follows:
Types of Segmentation Segmentation Criteria Target segment
Geographic Region Australia
Density Rural/Urban
Demographic Age 15-70
Gender Male and female
Life-cycle Stage Newly married couples as
well as young bachelors
Income Middle and Low
Occupation Employees, students and
employees
Behavioural Benefits sought Time and cost efficient
people
Degree of loyalty Hard core loyal and
Switchers
User Status Mobile users
Personality Careless & Easygoing
Psychographic Lifestyle Mainstreamer individuals
and Strugglers.
Social Class Working and middle class
Since mobile phones have reached to the hands of almost everyone hence it is critical that
firm looks for targeting all these people however more focus will be on targeting people that
are young and love advanced technologies. It is to be understood that these young people will
be more attracted towards the new technologies. This is also a customer segment that chooses
the best in the industry and hence targeting them also becomes easier. They also do not think
much about prices if they find that the technology is valuable. In order to ensure the success,
it is critical that company makes a positioning strategy that is able to attract these people.
This company aims to position itself as a firm that is delivering high quality technologies at

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premium pricing. This is also because people are ready to pay high even when they feel that
technology that they are going to get is valuable. For this, the positioning statement that is
designed for them is “A charges that makes your life simple”.
Problem statements
There are different kinds of challenges that are faced by the company when they aim to enter
into the Australian market. It is critical for the management to know the challenges that they
might face in the development and implementation of the marketing mix. Some of the
problems that might be faced by the company are:
 Lack of awareness: Since this is the first product of its kinds hence there are very few
people who know about this product. Due to this it becomes critical for the
management to make sure that they reach to maximum possible customers with their
products (Armstrong, Adam, Denize & Kotler, 2014). This is necessary for making
sure that people make the purchase of this product before any of their competitors
make similar products.
 Lack of believe: It is seen that in the Australian society customers are usually
purchasing from the companies that is having bigger name in the market. They
usually get control of the market. This is because people usually do not trust new
products easily. Due to this company will have to work towards improving the
confidence in the minds of the consumers.
 Distribution: This Company is not so big in terms of the distribution partners they
have. Due to this they might fail to take maximum benefits from the consumers. The
better the distribution network established by the company, the better is their chance
to gain control over the larger part of the market but right now they are lagging in this.
 Acceptance: It is difficult for the companies to make purchase of their products. This
is because people usually do not trust new products especially when it is from smaller
or new companies. In order to manage this, company need to ensure that they have a
plan for motivating people to accept their product. This can be done through the help
of individual marketing so as to consumer acceptance process faster (Bidgoli, 2010).
Objectives
In order to ensure that marketing campaigns do not misalign from their targets. These
objectives must be designed according to the company’s preferences.

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 It aims to generate the sales numbers to 1 million at the end of 2020.
 It aims to increase the revenue by 30% at the end of 2020.
 It aims to increase the brand awareness by 40% by the end of 2021.
Marketing mix
It is critical for the management to make sure that they have strategies that aligns itself with
company’s objective so as to gain maximum benefits from the marketing plan. Marketing
mix is an attribute of the marketing plan that is able to make product feasible according to the
desired target segment they have made for them (Nwankwo & Gbadamosi, 2010).
 Product: This is a product that is wide in terms of the surface area and it has the
capability to convert any surface into portable and wireless charger. This is first of its
kind as it reduces the problems related to the wired charger. Product of this company
is innovative hence it enhances the company’s scope to make a different market for
itself. The quality of the product is exceptional.
 Price: The price of this product will be slightly on the higher side. Since it is the
innovative product hence it will be able to attract higher numbers of people even
when it will have higher prices. This makes it an effective mode to increase the prices.
This kind of pricing is also essential for improving the revenue generated by the
company.
 Place: Place that is selected by the company to sell the product are distributors shops
and the online mediums. The online mediums will be the major source for selling
these products. Company can also sell it with the help of third part sellers such as
Amazon. This will improve the company’s selling capacity.
 Promotions: Since the brand awareness is on the lower side hence this company needs
to use all possible sources to communicate with their potential customers. However
the major role will be played by the online mediums (Syed-Ahmad & Murphy, 2010).
This is because with the help of online mediums company will be able to reach to
maximum possible numbers of people with minimum expenditure of money.
Campaign evaluation
It is critical for the marketing managers to make sure that they have evaluation criteria and on
the basis of it they will evaluate the campaign. This is necessary for achieving success in the
marketing. It also allows the company to control the marketing plan and also allows the firm

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to make changes in the marketing plan accordingly so as to achieve desired benefits (Kotler
& Armstrong, 2010).
Some of the effectiveness measures that need to be evaluated are:
 Return on Investment: This is the most effective measure to find out the desired
outcome for the company from the investment done by the company on their
marketing campaign. Higher the Return on Investment by the company the better the
marketing plan of the company (Zikmund, D'Alessandro, Winzar, Lowe & Babin,
2017).
 Higher sales: After the launch of marketing, the increase in the sales numbers can be
an effective measure to find out the effectiveness of the overall marketing campaign.
Overall sales growth can be an effective measure to find out whether they are going in
the right direction or not (Ngo & O'Cass, 2012).
Control measures are:
 Monitoring performance: The performance can be controlled by monitoring the whole
campaign during the entire phase of the marketing campaign. By monitoring each and
every aspect a company will be able to control the parameters that are making the
marketing vaguer (Lee & Kotler, 2011).
Contingency actions are:
 Company should be ready with plan B.
 The employee needs to be trained accordingly so as to ensure that during marketing a
company might not deviate from its desired objectives.
 Quick response team need to be designed that must be capable of dealing with any
challenges that might arise in the marketing plan.
Budget allocation
For any marketing to become successful, it is critical that company provide desired budgets
for implementation of the marketing plan (Watson, McCarthy & Rowley, 2013). Budget for
the marketing of this product is provided below:
Activities 2019 (In Dollars) 2020 (In Dollars) 2021 (Dollars)
Direct marketing 15000 12000 18000

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Sales marketing 10000 22000 19000
Traditional
advertisement
10000 27000 17000
Social media marketing 17000 12000 22000
Digital marketing 18000 29000 44000
Total 70000 102,000 120,000
Conclusion
From the above based report it can be concluded that marketing plan is essential for the
success of any organisation. For Quickcharge its induction charger can convert anything into
charger. The external environment within Australia is suitable for this product’s development
and marketing. The strength of this product is that it is first of its own kind. Weakness lies in
lesser brand awareness. Opportunities lie in the fact that it can replace all the existing
chargers in the market. The marketing mix for this company suggests that its product is
unique and hence they can set prices on the higher side. The evaluation measures that can be
taken in this regards are Return on Investment and Sales growth. For control measures they
can choose for measuring performance. They need to have quick response team that can
evaluate the marketing success by the company and accordingly they design.

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References
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