Marketing Management

1. Identify a suitable target market for Plastic Whale for its launch into the Australian market at Sydney Harbour.

2. Identify how Plastic Whale should be positioned within the Australian market.

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3. Develop an Integrated Marketing Communications strategy (IMC) using THREE (3) of the tools from the Promotional Mix element (i.e. advertising, sales promotion, personal selling, public relations and/or direct and digital marketing) that will enable Plastic Whale to attract and involve as many people as possible to reach the goal of plastic free waters in the Sydney Harbour.

4. To create awareness for the plastic pollution problem and communicate the benefits of the enterprise to the potential target market.


Building on the environment, undertake segmentation for your project. Indicate what potential segments exist in the market, providing a brief profile for each segment. Indicate which segmentation variables you would use to segment the market and justify your choice relative to potential demand for your project (NB: not a demand for raising money, but for consumers purchasing the product).

Research. In order to gain a comprehensive understanding of the consumer for your project, conduct market research by using available secondary data/information (e.g., Australian Bureau of Statistics – ABS, IBIS, Stylus or any library database. These will be used to inform the future decision making of the company (brand).

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