Green Kinetic Ltd You have been hired by Green Kinetic Ltd. as an independent marketing consultant to complete a marketing report in relation to a market environment analysis (Assessment 1) segmentation, targeting and positioning strategy (Assessment 2) and strategic recommendations to launch, distribute and service the marketplace in Melbourne (Assessment 3). Brief: Green energy is here to stay! However, instead of relying on someone else generating the renewable power for you (think solar panels on someone else’s roof), why don’t you do it yourself? The answer is kinetic energy, generating electricity through movement to power your personal devices. Think, when you move, the device that is attached to your body generates a charge through superconductive dynamos embedded in a casing. This charges the lithium ion cells that store the charge to give you the power you need. You can generate electricity when you walk, bike, gym, jog, dance – in fact, with any physically active pursuit. Have fun and have a charge! The Green Kinetic product is the size of an iPod and can be worn on the body or carried in your bag. It works in any weather but must be agitated to produce a charge. There is a backup optional “winder” that can be used to wind the dynamo for a charge – in case you are in a situation where you cannot get up and jump around. There are competitors in the market – but they all suffer from having older technology dynamos that do not charge the battery very well. Green Kinetic uses a new patented multi-layer chemical system that produces a better charge with less movement. This system is far superior to the mechanical power systems (e.g. gyros) used by our competitors. As a marketing consultant, please research the market, identify suitable target markets and also devise a marketing plan to launch, distribute and service the marketplace in Melbourne. The three (3) objectives of Green Kinetic Ltd.’s, marketing plan are: 1. To identify a suitable target market within the Melbourne metropolitan market. 2. To identify how Green Kinetic Ltd should position themselves in the Melbourne metropolitan market. 3. To develop marketing strategies using two (2) of the extended marketing mix elements (7Ps), that will enable Green Kinetic Ltd. to successfully launch, distribute and service the Melbourne Metropolitan market.
Create a marketing plan by applying the theories and framework that you learn in MMK101 to introduce the Green Kinetic product into the Melbourne Metropolitan market.