Unit name and code Assignment Title (Marketing Plan)

Name of the business (Notpla)

Student Name
Student ID
Lecturer name

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Table of Contents
1) Executive summary .............................................................................................................................. iv
Introduction .................................................................................................................................................. 1
Situation Analysis .......................................................................................................................................... 1
1.1. SWOT Analysis of Notpla ............................................................................................................ 1
1.1.1. Strengths ................................................................................................................................... 1
1.1.2. Weaknesses ............................................................................................................................... 2
1.1.3. Opportunities............................................................................................................................. 2
1.1.4. Threats....................................................................................................................................... 3
1.2. PESTEL Analysis ......................................................................................................................... 3
1.2.1. Political ..................................................................................................................................... 3
1.2.2. Technological ............................................................................................................................ 3
1.2.3. Environmental ........................................................................................................................... 4
1.2.4. Social......................................................................................................................................... 4
1.3. Competitive Analysis .................................................................................................................... 4
2. Customer Analysis ............................................................................................................................ 5
Problem Statement ........................................................................................................................................ 5
Objectives ..................................................................................................................................................... 5
Marketing Mix Strategy ................................................................................................................................ 6
a) Product .............................................................................................................................................. 6
b) Price .................................................................................................................................................. 6
Promotion.................................................................................................................................................. 6
Place .......................................................................................................................................................... 7
Campaign Evaluation .................................................................................................................................... 7
a) Sales forecast .................................................................................................................................... 7

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 a) Action program ................................................................................................................................. 7
Budget Allocation ......................................................................................................................................... 8
3. Conclusion ........................................................................................................................................ 8
References ................................................................................................................................................. 9

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 1) Executive summary
Notpla business is considered as one of the most leading and known business in today's
globalized world. In this Report we analyze the current marketing strategies adopted by
NOTPLA using SWOT Analysis, since Notpla has much strengths to cover its weaknesses and
so in order to cover its threats it has opportunity in market to meet. PESTEL Analysis, and
Competitor Analysis has also been done by analyzing the Australian context. After acquiring the
current marketing plan we will try to address the future problems and to deal with those
problems we designed a Marketing Strategy. We also did several other analyses like Customer
Analysis( to analyze customer thoroughly in order to forecast demand) Campaign Evaluation and
Budget allocation which is related to the Marketing Strategy we proposed. NOTPLA is doing
very well and the main concept behind their whole startup is also for the betterment and Eco-
friendliness of the Environment and I hope one day we will surely contribute to the betterment of
environment. because we are liable to take care of our surroundings and environment (Chaker,
Walker,Nowlin,&Anaza,2019).

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 2) Introduction
NOTPLA is basically a startup that is started back in 2013 when Pierre Paslier and Rodrigo
Garcia Gonzalez made an edible water bottle to limit the use of plastic bottles. Their video
went viral and people are very fond of their idea and after getting appreciation from a huge
amount of people they grown up their business and they produced more and more products
which will limit the use of plastic in our daily lives. Both Rodrigo and Pierre also cofounded
their own lab Skipping Rocks Lab back in 2013 and all of their products have been produced
in this very lab. After getting initial success they also built their own machine in the year
2017 at London (Dahms, 2019). NOTPLA produces products which are replacing plastics in
Sports industry, Beverages, Eco Friendly Bags, and biodegradable boxes

Situation Analysis

This section is divided into three different categories based upon the analysis techniques
used.

First of all we are doing SWOT Analysis to find out the Strengths, Weaknesses,
Opportunities and Threats present in the NOTPLA then PESTAL Analysis and afterwards
Competitors Analysis has been done of Notpla business.

 SWOT Analysis of Notpla

The first subsection of SWOT Analysis focuses on the strengths that NOTPLA possesses
and then weakness so then after opportunities and finally it analyzes threats.

Strengths
One of the biggest strength that any business possess while dealing with Green products
or Eco Friendly products is that there are many organization out there who helps us in the
marketing of our products because of the ecofriendness and contribution to environment.
Apart from that there are many government organizations that also encourage businesses
like that because people are very serious about environmental problems. Another major
strength that NOTPLA possess is that they are the first of its kind who initiated this
problem towards the masses and any new entrant will not significantly disturb the market

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share that NOTPLA have. Although they have to expand and develop with adequate pace
so a vast gap remains between them and other competitors (Hota & Bartsch, 2019).
Moreover We have a group of profoundly prepared and experienced staff individuals
that can create quality and hygiene products and that will bring uniqueness and quality in
our products

Weaknesses
Cost is the certain weakness in this business because the research and development
needed to improve the quality of biodegradable products requires very high cost and it is
not possible for any organization to spend that amount of money for the research and
development processes from time to time but it is fundamental requirement in this
business. Another weakness is also relates with cost and this time it is for the consumer
who pays for the biodegradable product because it is very obvious that the biodegradable
product is more expensive than the ordinary plastic and the companies like NOTPLA
have to keep their profits very low so they can manage to sell enough products (Hunter,
2019). In addition to this We might not have enough money in cash to advance our
business the manner in which we would need to do business effectively and efficiently

Opportunities
This industry has a vast amount of opportunities present all we have to do is to plan
accordingly because each and every decision is proved to be very costly in near future.
Governments are pressurized to ban the usage of plastics because the current
environmental conditions has got worsen and if things run like that in near future the
human life faces an enormous amount of difficulties due to this environmental
conditions. This also enhance the chances of getting more investments from big
corporations because in near future usage of biodegradable product is one of the
consumer’s requirement (Kashmiri, Gala, & Nicol, 2019). Along with it Notpla should
tie-up with multinational brand ( nestle, restaurant business and so on) to bring
awareness in people and get goodwill in market timely.

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Threats
The most concerning threat for NOTPLA is the interest of large retailers towards this
business because it is quite evident that in future usage of such products will definitely
increases and looking at this opportunity many large firms and corporations looking to
develop their own biodegradable products and this will affect the overall market share of.
However One of the significant dangers that we are likely going to face is a financial
downturn in the economy as this will negatively affect our business.

In the second section we will do PESTEL Analysis techniques to find out the Political,
Technological, Environmental and Social aspects of using biodegradable products instead
of traditional plastics.

 PESTEL Analysis
PESTEL Analysis is used to determine the overall aspects including Political, Social,
Environmental and Technological. Through this analysis we can find out the significance
of using our product in practical life of plastics industry.

Political
Usage of biodegradable products is believed to be the most significant solution to
minimize the usage of plastics. But there are certain theories revolving around the media
that suggests that biodegradable products are equally damaging for the environment as of
plastics. But due to lack of evidence many governments are encouraging the usage of
biodegradable products and so Australian government do .The development team at
NOTPLA has to answer all the queries related to biodegradable product because there are
some people who are not properly satisfied with the usage of these products and as this
problem is also got very political so there must be some kind of clarification required
regarding this issue (Martínez-López, Li, Su, & Feng, 2019)

Technological
Through extensive research and development environmental friendly plastics have been
obtained and they are known as Bioplastics but there are several issues while choosing
Bioplastics. The most significant reason is the cost of Bioplastics, Bioplastics are not

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very expensive comparing to traditional plastics and companies like NOTPLA are not
very keen to opt for Bioplastics because of the cost of the production.

Bioplastics and opt for Bioplastics is not a very beneficial decision but if government
intervenes in this scenario to provide some facilities to such firms who opted for
Bioplastics then maybe some organizations should opt to produce Bioplastics but right
now most of the companies are looking towards biodegradable products (Solaimani,
Talab, & Rhee, 2019) Moreover, we need extensive machinery to make, Ulter and
design Notpla products.

Environmental
There are various reports that suggests that using of biodegradable products may also
cause many problems for environment as plastics did but if compare the problems of both
of these products biodegradable products have less impact than that of plastics and right
now we are concerned to limit the use of plastics in our daily lives. But looking at the
future after 50 or 100 years we again needed a replacement for biodegradable products
because they are less harmful than plastics but as a matter of fact they do harm the
environment. Ideally speaking we need a replacement that is not harmful for our
environment (Srikant, 2019). However the environmental negative effect of traditional
plastics were very high and may cause even serious issues.

Social
Biodegradable products are very popular among the consumers and that is the very
reason why NOTPLA came into being their biodegradable product became a good
investment and they did work hard and made hundreds of biodegradable products which
are produced to eliminate the usage of plastics. In developed countries the trend of using
biodegradable products is very popular and now many developing countries are also
trying to get rid of plastics and shifting themselves towards the usage of biodegradable
products.

 Competitive Analysis
There are various companies who are trying to enter into this market but NOTPLA has a
significant amount of market share but in near future they are facing many challenges

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 from many new entrants currently the most competitive manufacturers of biodegradable
products in London are AMIPAK, PMC, and London Bio Packaging since they are
operating in the Australian environment since years so they have a good customer base
and a significant market share. So in order to cope up with all the challenges in the
market by Competitors Notpla has to make strong marleting starteies and cope up with all
the weakness and challenges.

3) Customer Analysis
NOTPLA is one of the most famous brands for biodegradable products and it also very
popular among the customers. There are some effective measures that NOTPLA is taken care
of to become such a popular brand. The products are segmented in a very proper way they
have four different categories in which they sold their products. These categories are Sports
industry, Beverages, Eco Friendly Bags, and biodegradable boxes. Apart from segmentation
they also know very well how to target audience despite the fact that their biodegradable
water bottle is very popular amongst the masses they targeted their audience who are very
price and health conscious (Gountas, Gountas, Ciorciari, & Sharma, 2019).

4) Problem Statement
There are some problems that NOTPLA will face while launching in Australia, but the most
significant problems that they might have to think about is the problems related with
competition and pricing. There are various companies who are already doing successful
business in Australia and intervening in such market is very risky and costly beause those
multinational companies have a established name and a good customer base. The pricing
policy offered by NOTPLA already consists of very less margins of profits but to
successfully enter into such a market more appealable rates and advertising needs to be done
in order to acquire more customers and businesses.

5) Objectives
The fundamental objectives that NOTPLA have to give more attention in near future are,
Extensive Research and Development to find more productive replacement for plastics,

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 lookout for the future competition due to extensive demand of biodegradable products
and find a proper solution to offer more attractive pricing policy. If NOTPLA
successfully fulfill all these objectives they are regarded as the best company for the
production of non-plastics products. There are some concerns regarding the usage of
biodegradable products so they have to research more to find out better replacement for
plastics. Other objective is directly related with problem statement because in near future
competition is getting vaster and some fundamental strategies should be opted to not
affect by that competition by a very big margin. Pricing is also very big problem for this
industry and an adequate solution is also needed for that problem.

6) Marketing Mix Strategy

The Marketing Mix Strategy is consists of mainly four P’s since they are Product, Price,
Promotion and Place.

Product
The fundamental requirement of this strategy is to produce the products that are needed by
the customers so the product that we will offer would be easy to carry, having good quality.
In this particular market effective marketing strategy will enhance the selling of the products
to a very high extent because people are already in need of Eco-friendly products.

Price
Pricing is one of the most influential factor due to which these products are not still replaced
plastics. The productions cost is also very higher for Eco-friendly products so the production
firms cannot sell these types of products in lesser their However Notpla might get a initial
loss in the business due to high cost of technology and advertising but later on it will get
good financial stability.

Promotion
NOTPLA can attract customers on the premise of performance, cash savings, health and
convenience, or simply plain environmental friendliness, thus on target a large vary of
inexperienced shoppers. Consumer awareness is created by spreading the message among
consumers regarding the advantages of environmental-friendly product. Positing of profiles

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associated with inexperienced selling on social networks creates awareness inside and across
on-line peer teams. Moreover Notpla will be going for free sample to create awareness and
attraction of more customers in the market of newly initiated business.

Place
Place is also one of the most significant marketing tool and we can get most benefits from it
if we used it with right strategy. Moreover we will be providing our products to large
distributions, stores , restaurants , hotels and would go for our own store to sell products.

7) Campaign Evaluation
The Marketing Strategy proposed in the marketing mix is very beneficial for NOTPLA and
there are many considerations that should not be avoided in any cost. The market of
biodegradable products is changing very rapidly and the core reason behind that spontaneous
reaction is the sudden increase in the need of biodegradable products. So to be successful in
this market NOTPLA have to acquire some additional strategies.

a) Sales forecast

MONTH 1 MONTH 2 MONTH 3

40000 54000 72000

b) Action program

Tools location Time

Parks, traffic 1 month

Bill boards signals
Face book page Alternatively on few months
Social
media

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 Free To nearby areas In initial 2 to 3 months.
samples
distribution

8) Budget Allocation
Looking at the current objectives and marketing mix strategy that NOTPLA have to adopt, a
very healthy amount to achieve their objectives as in this market the competitors are high and
competable so meeting with the standards that are already development by them in this
market is a big challenge so therefore much cost and time is needed for advertising.

Tools Budget
Social media Minimum or even low cost
Banners 50000 for 4 to 5 banners
Free samples 50000 to 100000/month
Billboards 80000/billboard

9) Conclusion
NOTPLA is considered to be considered one of very few companies who introduced the
concept of biodegradable products and their biodegradable water bottle is a good hit in
customer adaptability and after that they produces numerous products that helps to
eliminate the usage of plastics from our environment. This report is basically designed to
analyze the current marketing strategies adopted by NOTPLA and which are the future
hurdles they might face and design a new updated marketing strategy for them which are
also configures the future problems they are going to face.

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