Marketing Plan Phase Two Paper free essay sample

Running head: MARKETING PLAN: PHASE II PAPER Marketing Plan: Phase II Paper MKT 421 This paper will provide in detail researched information regarding marketing plan as it relates to the Mammography Cup. Ideas and information consists of the segmentation criteria, target market, organization buyers and consumers, factors that influence purchasing decisions, and the current competition. The company Gentle Life is in the market of a pain free product that will make life easier for those people whom are in need of breast examinations. The company will present product to Konica Minolta Imaging, which is one of the leading imaging digital companies in America. The equipment for mammograms designs have remained the same. The segmentation idea of the product we created derives from the other version of mammogram equipment. The equipment currently used in hospitals, clinics, and medical facilities consists of a flat surface that the breast is pulled into and then pressed down by another flat surface to keep the breast in place, followed by a scanner that scans just a portion of the breast at a time. We will write a custom essay sample on Marketing Plan Phase Two Paper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This procedure is long and painful to most patients because of the continuous turning of the breast to image different sides and the flat cold surface and the pulling of the breast onto the flat machine. With our product improvement it will be in the same market for the breast, however with a different tactic to decreasing the pain and the coldness of plastic and also the long procedure of time used. Instead of a flat surface that pulls the chest, the breast mammogram cup will fit onto any breast or chest for males or females. The word cup is important because the purpose is gently to cup the area without pulling, yanking or tugging. The market we are trying to impact is those individuals who are need of mammogram examinations but feel embarrassed, shy or even skeptical of the procedure. For those who have had the examination before know how the process works, but for those who have never had one which is required after age 40 to do so or if medical history of breast cancer exists should be encouraged to have one done. Gentle Life wants for those individuals who are skeptic to try a new product but with the same techniques and results as the one that is used today. The organizations such as hospitals and other medical fields that are in use of mammogram imaging will impact our marketing strategy because the need for a more comfortable way of imaging the breast is long overdue. The pricing of the item will be more affordable and durable. The quality will be top notch and the timing in getting the work done will be beneficial. For many companies that do mammograms the time it would take to get one done will be at least an hour but with the new technology our organization will present, it should cut down time by 30 minutes. We will strategically focus on the medical field and we will input the fact that it is breast cancer awareness month for people of age or health risks. We will focus on the medical insurance agencies to back our product to pay for the procedures and we will ensure that the word gets out commercially and nationally because having an exam when anyone need it may help doctors locate any possible abnormalities in the breast before it is chronic. Because a number of people can influence purchases of business to business products, business buyers face a variety of organizational influences in addition to their own preferences. A design engineer for our product helps set the specifications that potential vendors must satisfy; such as the type of material used to manufacture our product. A procurement manager may invite selected companies to bid on a purchase. A production supervisor may evaluate the operational aspects of the proposals that the firm receives, and the vice president of manufacturing many head a committee making the final decision. Consumer decision making follows the sequential process with interpersonal and personal influences affecting ever step. The process begins with the consumer recognizing a problem or opportunity. If an unusually form of lump forms around the breast area, that issue/need becomes a problem which needs to be solved. To solve the problem or take advantage of the opportunity, the consumer/ patient seeks information regarding potential problem from specialist who then can assist with evaluating alternative. The goal is to find the best response to the problem or opportunity. Eventually, the consumer reaches a decision and completes the transaction/ service. Later, the consumer/ patient evaluate the experience by making a decision to continue with treatment. Feelings about the experience serve as feedback that will influence both interpersonal and personal factors. Gentle Life organization may even offer free breast exams to allow people to believe safe with our product and get a better understanding of how it is used. To compete with others industry, for our new product we must first know our competitor and the current industry technique by mapping the competitor’s landscape then act as a customer who mean putting themselves inside of their minds. Be knowledgeable about your business. Know all the loop-holes, hire outside consultants who are familiar with the marketing mix. Utilize the four P’s, price, place, promotion, and product. By having a sound foundation of the products, price and quality features of various companies’ chance of success will be beneficial to Gentle Life organization. On the other hand, it is important to know what our customers need and effectively compete within the competitors market. Our customers want a product that will save their lives, be accurate and answering future questions. Patients needs to know that our product and service is reliable and safe that is why Konica Minolta use extensive research techniques before entering any product of service into market for distribution. The product like this will not only want to save lives but also to make a profit as well. SWOT (strength, weakness, opportunity, threat, and trend) analysis is useful techniques that can identify the competitive landscape for a product or service and measure strengths and weakness of the company in relation to its competitors. ’ The SWOT analysis technique gives the marketing research and strategic planning team a clear idea of strategic positioning of the organization and an understanding of the competition that are in the industry. In closing, the information stated above relates to marketing plan for the Mammography Cup, which gives details relating to the target market, sales and profits from buyers and consumers who are an important factor, and the competitors in the mammography market. By reviewing this marketing plan, the company should now be prepared to move into the implementation phase of this product. References 1. â€Å"The Essential Imaging†, Retrieved October 10, 2009, 2. â€Å"Medical Imaging Products†, Retrieved October 09, 2009, from http:// http://konicaminolta. us/. html