Strategic Marketing Plan for Vollebak Solar Powered Jacket

This report presents a comprehensive marketing plan for Vollebak's solar-charged jacket, targeting the Australian market. It begins with an executive summary outlining the report's objectives, which include analyzing the market landscape through PESTEL, competitor, and SWOT analyses. Customer analysis, including segmentation, targeting, and positioning, is also conducted. The report defines the problem statement, sets marketing objectives, and details a marketing mix strategy. Additionally, it addresses campaign evaluation, budget allocation, and concludes with a summary of the key findings and recommendations for the product's successful launch and market penetration in Australia. The report emphasizes the jacket's technological advantages and its potential within the growing wearable technology market.

Running head: MARKETING
Marketing Management and Digital Communication
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The aim of this report is to put across an insight into a newly launched product by Vollebay and
its suitability in the market of Australia. The company has been planning for an entry into the
Australia with its high tech extremely responsive solar powered jackets. The situation analysis
through the PESTEL framework portrayed that political, social, economic, environmental
technological and the legal factors of Australia can provide an ideal ground for business
expansion. The competitor analysis portrays how the company faces competition from the
competitors. The SWOT analysis defines the opportunities, threats, strengths and weakness in
relation to the product. The report also provided an insight into segmentation, targeting and
positioning of the product. The report further shows how a new product can effectively adopt
marketing plan through adoption of accurate marketing mix strategies and objectives. The report
also shows how the firm can ensure effective evaluation of the campaign through proper
measures of control, budget allocation and contingency action.

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Table of Contents
1. Introduction:................................................................................................................................1
2. Situation Analysis:.......................................................................................................................1
I. PESTEL Analysis:....................................................................................................................1
II. Competitor Analysis:...............................................................................................................3
III. SWOT Analysis:....................................................................................................................3
3. Customer Analysis:......................................................................................................................4
I. Segmentation............................................................................................................................4
II. Targeting.................................................................................................................................5
III. Positioning.............................................................................................................................5
4. Problem Statement.......................................................................................................................6
5. Objectives:...................................................................................................................................7
6. Marketing Mix Strategy...............................................................................................................9
7. Campaign Evaluation:...............................................................................................................10
8. Budget Allocation:.....................................................................................................................11
9. Conclusion:................................................................................................................................12
References:....................................................................................................................................13

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1. Introduction:
The report provides an insight into Solar Charged Jacket, a high tech product by Vollebak
to be presented in the Australian market during early part of 2020. It has been considered as one
of the finest inventions of 2018. The jacket is designed from an extremely responsive material
which can be charged instantly and can glow in the dark with the aid of a light source
(vollebak.com, 2019). It has been found to glow like a kryptonite whenever it is taken to a dark
place. Conducted tests has revealed that few hours of charging during the daytime is able to yield
a glow for close to twelve hours. Since, it is charged fast through sunlight so the simplest way of
charging it is through wearing it outside during daytime. The jacket put across amazing
performance in real world. Every detail of this high tech jacket is welded and laser cut and it is
highly breathable, stretchy, waterproof, lightweight, and soft and can be rolled up in the hand
(vollebak.com, 2019).
Vollebak’s solar charged jacket can be categorized under the wearable technology.
According to industry analysts, the wearable technology market in Australia has been found to
reach a boom with an annual growth rate of close to 78 percent during 2014 and 2018 and
revenue of about $1billion (Nag, Mukhopadhyay & Kosel, 2017). The report tries to analyze the
acceptability of this solar charged jacket once it is introduced into the Australian market. The
report will therefore undertake a customer analysis, situation analysis, identification of problems,
objectives, campaign evaluation, marketing mix strategy, and the allocation of budget.
2. Situation Analysis:
I. PESTEL Analysis:

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Political Factors: Australia represents a liberal capitalistic democracy where the state
substantially interferes within economy through various roles (Murray, 2017). This has also
provided a boost to wearable technology market. Therefore, the Vollebak’s solar charged jacket
is expected to have immense acceptability and higher rate of growth in the Australian market.
Economic Factors: Australia represents one of the biggest economies in the world
controlled solely by service sector (Butlin, 2013). Between the period 2014 and 2020, the
wearable technology market of Australia has contributed to the GDP through an expected rise of
$3.87 million by the year 2018. The lucrative growth of the market will provide Vollebak’s solar
charged jacket with a greater growth prospect.
Social Factors: Australia has been a diversified and multicultural economy without
official religion. It also comprises of most number of educated people. This has led to higher
demand for the technology based sector thereby providing a positive ray of hope for Vollebak’s
solar charged jacket (Azizul & Jain, 2013).
Technological Factors: Australia has experienced technological boost with regard to
research, automation, developmental activity and technological change and initiatives (Spahiu et
al., 2016). As far as technology is concerned the jacket is designed using waterproof membrane
and comes with phosphorescent compound that stores and absorbs light thereby releasing it
slowly.
Environmental Factors: It represents key concern in the recent years thereby forcing the
manufacturing industries in adopting the materials that comprise of the recyclable characteristics
that causes less amount of pollution (Musa & Gasmelseed, 2013). The Vollebak’s solar charged

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jacket can only live up to the environmental factors of Australia if it is only made from
recyclable materials.
Legal Factors: Australia has certain regulatory obligations towards any business. This
ensures fair competition, market integrity and enough protection within the country. This
scenario is also expected to provide a positive boost for the sales of jacket within the country
once it is launched.
II. Competitor Analysis:
Some of the Competitors of Vollebak in Australia will be ThermalTech, Tommy Hilfiger
and SCOTTeVEST.
Competitors Features
ThermalTech
Develop solar power jacket made from
stainless steel yarn fabric and is available in
light and general designs (Chang, 2016). It
looks like normal clothing and is fitted with
solar panel.
Tommy Hilfiger The also produce solar powered fashionable
jacket designed for both the men and the
women (Arthur 2014). Available in styles
considered to be limited editions these jackets
possess the power of charging the electronic
devices like the tablet or the smartphone
through conversion of energy via the
detachable solar panels fitted at the back.
SCOTTeVEST It also designs solar powered jackets which is
not only unfashionable but also bulky
(scottevest.com 2019). The obvious locations

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of the solar panel prevents the people from
buying the product.
III. SWOT Analysis:
Strength
1. The jacket has easy adaptation to technology
2. The jacket can be customized
3. The jacket is convenient and sustainable
4. The jacket depends on implementation of the
solar technology.
Weakness
1. The jacket comparatively has a higher price
so cannot be sold to everyone.
2. Challenges of constant change in technology
3. The jacket is targeted towards cooler
climates
4. Cannot be sold in all the places with less
sunlight.
Opportunities
1. Same type of product is manufactured hence
it is more affordable in reaching the different
markets.
2. Has the capability to adapt to the newer
trends and technologies
3. Available in various sizes
4. Available in different designs
Threats
1. Presence of competitors with modified
versions of the jacket.
2. Economic recession leading to decrease in
the disposable income and hence a fall in sales
3. Global warming causing the winters to be
less harsh or cold.
4. Inability of stay updated with the popular
technologies.
3. Customer Analysis:
According to published reports, the sale of wearable technology is expected to increase to
about $3.87 million at a CAGR rate of 38.13 percent by the end of 2020. Vollebak’s solar

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charged jacket being a part of the wearable technology is expected to have a commendable
growth in Australia (Smelik, Toussaint & Van Dongen, 2016). The following paragraphs
describes the segmentation, targeting and positioning approaches of Solar Powered Jackets.
I. Segmentation: This includes the geographic segmentation, demographic segmentation and the
behavioral or psychographic segmentation.
a. Geographic Segmentation: Vollebak primarily targets the areas around the mountain
regions which are hiked often. It also prefers locations with various outdoor activities and
national park. Therefore, Australia happens to the best location since it will be able to provide a
combination of outdoor activities, mountains and national parks
b. Demographic Segmentation:
i. Age: 20+ years
ii. Gender: Male
iii. Life Cycle: single and young, married having children, married having no children,
iii. Income: Above $ 50 K
iv. Education: College educated
c. Behavioral or Psychographic Segmentation: This is described by the lifestyle, social
class and the personality of the potential customers (Weinstein & Cahill, 2014). Vollebak aims at
those people who uses the technology for staying in touch with the world
II. Targeting:

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Vollebak prefers to carefully choose the target market so that it can ensure profits. The
company targets only men who are preferably twenty years or older. This specific target market
is preferably chosen since this category is likely to have a well running income that supports
them in using a solar powered jacket. They also have a better understanding of the technology
and has an annual minimum income of $50,000.
III. Positioning:
Vollebak’s Solar Powered Jacket comprises of various attributes that makes them unique
for competition. It can also gain a stronger position in market due to the unique characteristics.
The jacket is made using the latest technology and makes use of solar panels. In addition to this
the jacket is also practical and fashionable for every users. Besides, allowing customers with
limitless power, the solar powered jacket is available at a price tag of $350. In regard to
competition, pricing of the product is fair and competitive and tries to provide the customer with
a feel which is ahead of technology. The software updates and the voluntary software update will
not let the jacket grow older. In addition to this, the jacket is available with a lifetime warranty.
In this way Vollebak will show appreciation towards consumers while positioning itself ahead of
competition.
4. Problem Statement:
There are certain critical problem that solar powered jacket might face once it is launched
in Australian market. The key concern amongst the consumers is whether the integration of solar
technology into wearable clothing spell a harm on the body (Marrington, Kerr & Gammack,
2016). The continuous contact of technology with the human skin might cause possible health
concern. Although, it does not incur any kind of instant reactions so research needs to be

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conducted for making sure whether it has long term impact on body. Besides, the older men with
pace makers might need an assurance that the technology will not interfere with health. In regard
to this, it might call for the need to integrate the solar powered technology into clothing that
would not surround the vital organs.
Australians might also express concern regarding the designs of the product. Therefore,
the designs put forward by Vollebak must not be boxy, bulky and too noticeable. Vollebak
should thoughtfully integrate the design making it unnoticeable. In addition, the jacket must be
comfortable and devoid of batteries, wires and technology. Surveys have also shown concern
regarding the increased use of the technology that will lead to a reduced use of outdoor activities.
This might result in a situation of obsolescence. This is because when technology becomes such
advanced then people might not require a jacket for powering their devices. There might also be
concerns regarding the functionality of jacket since it is dependent on sunlight (Ching & Singh,
2016) show up for the major parts of the day. These places will hinder the utilization of the key
aspects of the solar powered jacket.
5. Objectives:
1. Increase sales of Vollebak’s solar powered jackets by 30 percent over a period of
2020-2022
This might be achieved through the adoption of SMART approach mentioned below:
Specific: This might through catering needs of people who is on the lookout for a
technology based jacket
Measurable: The achievement or progress needed to be measured through quarterly
review.

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Achievable: The objective is achievable through focusing majorly on tech savvy young
professionals.
Realistic: The objective seems attainable.
Timely: It might take two years from the launch date.
2. Achieving market share of about 50 percent for high tech Solar Powered Jackets
within seven years of the launch.
This is further be analyzed through the following SMART objectives:
Specific: This includes specifically serving the customers who prefers custom designed
solar power jackets.
Measurable: The development or growth needed measurement by following quarterly
review.
Achievable: This can be achieved through concentrating more on the client demand and
the competitive advantage of the company.
Realistic: The objectives seems attainable
Timely: It is seems to be a matter of three years from the launch date.
3. Enhance the customer review to “outstanding” in close to 18 months
The analysis of mentioned objective is analyzed via the below mentioned SMART
objectives:

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Specific: By resorting to the unique selling point (USP) that might include custom
designed solar power jackets
Measurable: The development or growth might be trailed via review undertaken
quarterly.
Achievable: This is achievable by complying specifically with the needs and designs of
the customers.
Realistic: The intentions seems achievable
Timely: Requires closer to eighteen months from launching date.
6. Marketing Mix Strategy:
Product: It is a high technology solar powered highly responsive jacket that will glow in
the dark and will be available in various sizes. Some of the characteristics of the product will
includes its responsiveness that allows the clients to write on it using the torch of the smart
phone (vollebak.com 2019). The will possess the capability of being charged in sunlight and will
have the capability to glow for 12 hours. Generally it will remain available in a grey color and
will be waterproof, soft, light and stretchy.
Price: The prices will remain at par with competitors and is dependent on the design and
size. The base price of the jacket will be marked at $350.
Place: The product targets the Australian market. It will be sold in the various Australian
stores and also through online.

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Promotion: As far as promotion is concerned, Vollebak’s solar powered jacket will
resort to sales promotion, public relations, advertising, direct marketing and personal selling. For
the purpose of advertising, the company will design flyers and place them on the outside of
stores. The company will place smaller ads on the inside of the magazines that will help the
product in getting a wider exposure (Duchessi & Lauría, 2013). Further, it also has plans of
providing a 10 percent discount for first 100 buyers who makes an online purchase.
7. Campaign Evaluation:
The efficiency measure of each of the strategy are as follows:
1. The usefulness of the product strategy will be ensured through adoption of
sustainability in manufacturing process along with delivery of confidence in product quality.
2. The efficiency of the pricing strategy will be ensured through making product
affordable for interested customers.
3. The efficiency of the communication strategy can be ensured through creation of a
buzz of sentimental aspects
4. The success of the distribution strategy will be ensured when the retail stores become
flooded with the Vollebak’s high tech responsive solar power jackets
The controlling measures of the marketing plan requiring implementation will include:
 Monitoring the feedback of customers since marketing will be designed for influence
consumers for making purchase.
 Keeping track of the sales of the product within the target market
 Monitoring spending and taking care of the milestones with regard to market share.

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The contingency actions which requires identification will include:
 Offering a Lifetime Warranty: This is necessary as the jacket is based on technology and
there occurs certain malfunctioning that prevents the product from resuming its
characteristics.
 Employing team: This is necessary for detection of the design and trends of the local
market.
 Strengthening the Online Presence: This will ensured through maintain an online
presence and becoming a cost efficient. This will enable consumers to buy the products
after a price comparison with the competitors.
8. Budget Allocation:
It has been found that the wearable technology is about to bring in $3.87 million in
Australia during the period between 2014 and 2020. It is expected that this market will only
show growth and the revenues for the wearable technology is expected to climb close to $19
billion. This is why Vollebay is forecasting an overall sale of close to 1000 units of the high tech
and highly sensitive solar powered jacket. The budget allocation for the expected fixed and the
variable cost is mentioned below:

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Figure 1: Budget Allocation
Source: By author
9. Conclusion:
In concluding the report, one can say that the recent demand for the wearable technology
will ensure a wider acceptability of the Vollebay high tech solar powered jacket into the
Australian market. In fact, the promising growth of Australia market in the wearable technology
has provided Vollebay with certain hope of earing a larger market share in the Australian market.
The report also portrays that appropriate marketing strategies and objectives will help the
company in getting a foothold with its high tech jackets in Australia.

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References:
Arthur, R (2014).Tommy Hilfiger's Solar-Powered Jacket - Wearable Tech in Review. Retrieved
from https://www.forbes.com/sites/rachelarthur/2014/11/20/tommy-hilfigers-solar-
powered-jacket-wearable-tech-in-review/
Azizul Islam, M., & Jain, A. (2013). Workplace human rights reporting: a study of Australian
garment and retail companies. Australian accounting review, 23(2), 102-116.
Butlin, N.G.,( 2013). Investment in Australian economic development, 1861-1900. Cambridge
University Press.
Chang, L (2016). Retrieved from https://www.digitaltrends.com/cool-tech/thermal-tech-jacket/
Ching, K. W., & Singh, M. M. (2016). Wearable technology devices security and privacy
vulnerability analysis. International Journal of Network Security & Its Applications, 8(3),
19-30.
Duchessi, P., & Lauría, E. J. (2013). Decision tree models for profiling ski resorts’ promotional
and advertising strategies and the impact on sales. Expert Systems with Applications,
40(15), 5822-5829.
Marrington, A., Kerr, D., & Gammack, J. (Eds.). (2016). Managing Security Issues and the
Hidden Dangers of Wearable Technologies. IGI Global.
Murray, G., (2017). Capitalist networks and social power in Australia and New Zealand.
Routledge.

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for production of hair-on shoe upper leather. Journal of Forest Products & Industries,
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vollebak.com , (2019). Retrieved from https://www.vollebak.com/gear/jackets/
vollebak.com, 2019. Retrieved from https://www.vollebak.com/product/solar-charged-jacket/
vollebak.com, 2019. Retrieved from https://www.vollebak.com/the-story/
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