i

Marketing Plan

Marketing Plan: Notpla is providing alternative packaging solutions to un-sustainable

plastic
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Marketing Plan

Contents
Executive Summary ................................................................................................................. iii
Introduction ................................................................................................................................ 1
Situation Analysis ...................................................................................................................... 2
PESTEL Analysis ................................................................................................................... 2
SWOT Analysis...................................................................................................................... 3
Competitor Analysis ............................................................................................................... 5
Customer Analysis ..................................................................................................................... 5
Notpla Positioning Statement:................................................................................................ 6
Problem Statement: .................................................................................................................... 6
Objectives .................................................................................................................................. 6
Marketing mix strategy: ............................................................................................................. 7
Campaign Evaluation ................................................................................................................. 7
Budget Allocation ...................................................................................................................... 8
Conclusion ................................................................................................................................. 9
References ................................................................................................................................ 10
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Marketing Plan
Executive Summary
Unavailability of a substantial substitute to plastic packaging the global plastic packaging
industry is going to be approximately $370 billion till 2020. The world is also aware about
the hazardous effects, plastic products can cause to the environment.

The report on Notpla packaging solutions or products is aiming towards understanding the
marketing plan of the start-up which is originally situated in London, UK. Notpla products
are targeting to replace the traditional plastic packaging materials with biodegradable Notpla
material itself.

The marketing plan will analyse the company using multiple strategies including situation
analysis which will include a PESTEL analysis, a competitor analysis, and SWOT analysis.
The customer analysis will discuss the potential customer segments for Notpla and the
targeting customers. The problem statement tries to identify the important problems, Notpla
can face while its introduction in the Australian market in 2019.

The market plan also discusses the main objectives of Notpla and the marketing mix strategy
which includes specification about the 4 P’s (product, price, promotion and place). It also
covers the evaluation of marketing plan and how the budget should be allocated.
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Introduction
Notpla is a natural packaging start-up that is engaged in the business of creating advanced,
but organic packaging solutions that gets decomposes, naturally.

NOTPLA is a material developed by Skipping Rocks Lab, cofounded by Rodrigo Garcia

Gonzalez and Pierre Paslier during 2013. It is an organic packaging alternative to plastic
packaging like bottles and cups. It made from seaweed extract and is entirely biodegradable
within 4 to 6 weeks and can also be readily eaten. (Getwaste, 2019).

The first and the most important product of the start-up remains “Ooho”, is a membrane made
up of compost material. The membrane can be used for a variety of range including water,
condiments, juices and other beverages for take-away or events markets. The Ooho is
produced using Notpla machine which allows the local manufacturing of Notpla products
closer to the point of consumption.

Notpla is in the process to develop other packaging solutions, like films and liners. Notpla is
focusing on packaging for everything that does not require a significant shelf-life.

During April 2017, the start-up raised initial funds of £850,000 from 900 investors through
crowd funding on “Crowdcube” platform which helped the business to grow substantially.
The funds were invested in setting up a manufacturing hub in London and building their first
advanced machine. (Daily Mail Online, 2019).

Later in 2018 Sky Ocean Ventures invested in the start-up to accelerate the development of
the second product and expand the chemistry, commercial, engineering and design teams.
(Sky Ocean Ventures, 2019).
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Situation Analysis

PESTEL Analysis
1. Political Factors: Notpla Ltd, the UK based company has been
receiving not only appreciation and motivation from the government of
United Kingdom but also huge funding.
The company will invest the funds to improve Oohos and to create
advanced machines
2. Economic Factors: The Company is in its start-up stage with high
growing capacity. Its products have the capacity to become future
substitutes to the $370 billion worth of global plastic packaging
industry (Cadle, Paul, & Turner, 2014).
The main raw material for Notpla’s products is “seaweed extract”. The
company claims that Oohos costs much less than a plastic water bottle
3. Social Factors: The Company is continuously conducting seminars and
events which include sports, festivals and even private events. Here the
company showcase their products and try to make the society aware
about the harms of plastic usage and the availability of a better
substitute of plastic in the form of Notpla products.
4. Technological Factors: The company has started with a very
innovative product named Oohos and continuously engaged towards
improving the products and technologically advancing the production
machines.
5. Environmental Factors: Plastic pollution has become one of the most
important and biggest environmental issue globally due to heavy
production of disposable plastic products and inability of governments
to control them.
The company has brought the greatest solution to the above mentioned
global problem by introducing biodegradable packaging solutions
which can lower the use of plastics.
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6. Legal Factors: The Company is growing from the start up stage and
has already taken important patents for its innovative products
including Oohos.

SWOT Analysis
1. Strengths:
 Eco Friendly: The biggest strength is that it provides an
alternative solution to the harmful plastic packaging by
introducing a biodegradable product to package the products.
Also the packaging material is produced using seaweed
extracts.
 Lesser Prices: The products are offered at a lower price. E.g.
company claims that Oohos costs lower than a plastic water
bottle. (Gürel, & Tat, 2017).
 Lesser Competition: Since the products are innovative and new
to the packaging industry, hence it creates a new segment all
together that creates and offers eco-friendly packaging
solutions, where only limited players are dealing.
 Quality: Notpla is a high quality natural, biodegradable and
edible packaging material.
 Technology: the company is utilising high end technology to
create its products and continuously advancing its products and
machines.
2. Weaknesses:
 Research and Development Costs: The cost towards R&D can
be very high for creating new and improved eco-friendly and
biodegradable packaging options.
 Funds: The Company is lacking sources to generate funds. Till
now all the funding has been done in the form of crowd
funding, government funding and funds through venture
capitalists.
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 Production Capacity: till now the start-up has a very low

production capacity per machine per day. However it is aiming
for creating a machine that could manufacture up to 3,000
Oohos per day.
 Less awareness: The common people around the world is still
not aware about the harms plastic can do to the environment,
hence they are also not aware of the substitutes or alternative to
the plastic products.
Also the government remains effortless towards decreasing or
banning plastic usage.
3. Opportunities:
 Growing Demand: The global plastic packaging industry
worth’s around $370 million; this creates heavier opportunities
for bio-degradable packaging solutions.
 Plastic is hazardous: There is continuous awareness towards
hazards of plastics which is creating high demands for
alternatives.
 Government policies: the governments all around the world are
taking necessary strict actions towards making the common
citizens aware and lower the usage of plastic by creating
guidelines. Various governments also banned usage of various
disposable plastic products.
4. Threats:
 Low barriers to entry: The packaging industry (including
biodegradable packaging industry) has very low barriers to start
the business. Also large retailers might start developing their
own natural and biodegradable packaging solutions as a way to
cut costs.
 Price of raw material: if prices of raw material rise, then
pressure to offer low cost products increases.
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Competitor Analysis
Notpla is currently developing its products and machines targeting for bio-degradable
packaging solutions. Also the products are completely new and innovative where a thin
edible film made from sea weed extracts have been used to pack the liquid beverages
including water, juices, alcohols, etc. (Chen, 2014).

However the products are unique but there are various similar products available in the
markets that provide bio-degradable packaging solutions which include:-

 Paper packaging: the recycled paper has become a substantial alternative to poly bags
and other disposable plastic packaging products. However extensive use of plastic
also harms the environment by deforestation.
 Plant based plastics: also known as bio plastics are made from a variety of sources
such as corn, which is broken down into PLA, or poly lactic acid. PLA can be used to
make drinks bottles and various food grade containers.
 Bagasse: is a by-product of sugarcane processing. Due to its malleability and
stickiness, it can be easily moulded into packaging suitable for food delivery and food
service
 Shower-friendly paper: Made by Ecologic, the outer card is recycled, recyclable,
compostable, glue-free and water-resistant. The inner liner is made with recyclable
plastic, and uses 60% less material than regular plastic bottles.

Customer Analysis
The start-up is engaged in the business of producing sustainable, eco-friendly and bio
degradable packaging products, where it is majorly targeting to replace the traditional
packaging methods used for water, juices and other beverages that majorly include plastic
bottles and disposable plastic cups.

Notpla conducts various seminars and events and also becomes part of organized events to
showcase their products. For example during the Virgin Money London Marathon, Oohos
totally replaced the plastic cups and bottles. (Shaw, 2016).
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Notpla offers a fun way to drink waters, juices and other beverages including alcohol drinks
without using plastic at occasions like festivals or other private events.

Notpla Positioning Statement:

With the global village is being polluted by non-bio-degradable plastics, Notpla provides
flexible packaging solutions for water, juices and other beverages. The products are made
from Notpla itself, it is a material formed by combining and processing seaweed and other
plants. Notpla biodegrades in 4-6 weeks, or it can be readily eaten0.

Problem Statement:
The biggest problem Notpla can face while introducing its products in the Australian market
in 2019 is the lack of awareness that exists globally. The governments remains effortless
towards awaking the society and general public also remain bother less towards basic social
issues. (Lee, & Kotler, 2015).

One another important problem that Notpla can face in new markets is that the people
generally do not except some new or innovative item or product urgently. It may take some
time for Notpla to make the general public of Australia to get comfortable with an all together
a new product which is directly related to the health of every individual.

Objectives
1. Notpla should remain specific towards promoting its new and innovative products during
expansions in new markets like Australia. The company can conduct awareness
campaigns, seminars and events. The company has successfully organized similar
marketing events including sporting events like marathons to showcase its products.
2. The company can target huge mass and can successfully reach large number of people by
using the above marketing strategies. (Kotler, Burton, Deans, Brown, & Armstrong,
2015).
3. By using the above marketing strategies the company can easily gauge the customer’s
interest that would help the company to modify their marketing policies according to the
needs and demand of the customer.
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Marketing mix strategy:

Products: Notpla is offering flexible packaging for water, beverages and sauces called Ooho.
Oohos are high quality eco-friendly products that biodegrades in around 4-6 weeks of time.
These products are also edible and readily available for consumption along with the storage
content (say water or juice). The product or the Noptla material is manufactured by
combining and processing seaweeds and plants, i.e. all the ingredients are organic.

Price: The product’s exact cost is not specified but the company claims that an Ooho ball
costs much lesser than a plastic water bottle and it can be made with just two cents where a
plastic water bottle costs around $1.45. The designers also say that for manufacturers, most of
the cost of producing water comes from the plastic bottle itself and an alternative like Notpla
can possibly reduce the cost. (Davari, & Strutton, 2014).

Place: Notpla is currently able to make its products available to only some specified
customers who directly approaches the company by way of corporate enquiries or for buying
Oohos producing machines or through special events and private parties. The company also
tries to reach its targeted customers through seminars and sporting events.

Promotion: Notpla is continuously conducting various awareness campaigns, seminars and

events and also becomes part of organized events to showcase their products. For example
during the Virgin Money London Marathon, the company introduced Oohos which remains
highly successful and Oohos totally replaced the plastic cups and bottles in the marathon
event.

Campaign Evaluation
The world is at a heightened risk for environmental pollution largely caused by non-bio-
degradable substances or solid wastes which mainly includes plastics. The disposable plastic
products can take over 400 years to biodegrade. The governments all around the world have
started taking initial but tiny steps towards decreasing the overall usage of plastic products
and simultaneously awaking the general public about the harmful effects plastic is causing to
the environment. The most important hindrance towards fighting the plastic waste problem is
unavailability of an alternative to plastic

Notpla has introduced an innovative alternative to the traditional plastic packaging materials
which is manufactured organically from seaweed extracts and moreover the “Notpla”
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material is bio degradable and decomposes in not more than 4 to 6 weeks. Apart from that
Notpla packaging material is edible and can readily be eaten. (Keegan, & Rowley, 2017).

Currently Notpla’s main target is to replace the beverage plastic packaging with Notpla
packaging solutions. It has successfully introduced Oohos water in various events including
sports events like Virgin Money London Marathon, where Oohos water totally replaced the
plastic cups and bottles. Notpla offers a fun way to drink waters, juices and other beverages
including alcohol drinks without using plastic at occasions like festivals or other private
events.

Notpla products are not only environment friendly but also pocket friendly as an Ooho ball
costs much lesser than a plastic water bottle and it can be made with just two cents where a
plastic water bottle costs around $1.45. As an alternative to plastic packaging, Notpla can
effectively reduce the overall cost of a product say a water bottle or a juice bottle as a large
part of the cost of producing such beverages comes from the plastic bottle itself.

Notpla has not started commercially manufacture Notpla products including Ooho packaging
pouches till date. The company is still in a developing stage where it mainly focuses on
improving its product and advancing the production capacity. However Notpla is
continuously showcasing its products to the public in general in order to aware the people and
getting their feedback. Moreover the product has been appreciated as it has received heavy
applications on crowd funding platforms. It has also been funded by Sky Ocean Ventures
during 2018. Also the government of UK has recognised and appreciated the work and
products of Notpla and has recently issued funding to the start-up.

Budget Allocation
Notpla in the developing stage is mainly focusing on improving its product’s quality and
advancing its production capacity. That means the larger portion of the budget is allocating
towards research and development (R&D).

The company is currently aiming at developing a machine that can produce around 3,000
Oohos per day. (Chen, Chick, Lee, & Pujowidianto, 2015).

The company has not started manufacturing its products commercially; hence larger
advertising budget is not required as per the current scenario. However the company is
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continuously organizing and becoming active participant at various cultural, social and sports
events to showcase its products.

Conclusion
With the increasing plastic wastes which are causing heavy pollution to the environment,
Notpla has introduced an eco-friendly alternative to the hazardous problem in the form of
bio-degradable packaging solutions. The packaging material bio-degrades within 4 to 6
weeks where plastic will take around 400 years to decompose. Moreover the product costs
much less than the traditional plastic packaging material.
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References
Notpla. (2019). we make packaging disappear. Retrieved from https://www.notpla.com.

Sky Ocean Ventures. (2019).The start-up is pioneering the use of natural materials extracted
from plants and seaweed to replace plastic packaging. Retrieved from
https://www.skyoceanventures.com/our-innovators/notpla

Earth911. (2019). At Earth911, We’ve Created A Community That Helps People Find Their
Own Shade Of Green, Match Their Values To Their Purchase Behaviors, Adopt
Environmentally Sound Practices And Drive Impactful Environmental Changes. Retrieved
from https://earth911.com/business-policy/edible-water-blobs/

NAPCOR. (2019). The National Association for PET Container Resources (NAPCOR),
founded in 1987, is the trade association for the PET (polyethylene terephthalate) plastic
packaging industry in the United States, Canada and Mexico. Retrieved from
http://napcor.com/reports-resources/

Getwaste. (2019). Waste Segregation Guide. Retrieved from

http://www.getwaste.info/garbage-decomposition-time/

Daily Mail Online. (2019). The Daily Mail is a British daily middle-market newspaper
published in London. Retrieved from https://www.dailymail.co.uk/sciencetech/article-
4401730/Water-bottle-wobbles-like-bubble-sale.html

Cadle, J., Paul, D., & Turner, P. (2014). Business analysis techniques. Chartered Institute for
IT.

Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International
Social Research, 10(51).

Chen, K. Y. (2014). Improving importance-performance analysis: The role of the zone of

tolerance and competitor performance. The case of Taiwan's hot spring hotels. Tourism
Management, 40, 260-272.

Shaw, S. (2016). Airline marketing and management. Routledge.

Lee, N. R., & Kotler, P. (2015). Social marketing: Changing behaviors for good. Sage
Publications.

Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.

Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green
consumers' pro-environmental beliefs and behaviors. Journal of Strategic Marketing, 22(7),
563-586.
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Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media
marketing. Management Decision, 55(1), 15-31.

Chen, C. H., Chick, S. E., Lee, L. H., & Pujowidianto, N. A. (2015). Ranking and selection:
efficient simulation budget allocation. In Handbook of Simulation Optimization (pp. 45-80).
Springer, New York, NY.