The product selected for marketing is a blood pressure device. The uniqueness of this medical product is that it can be used at home and by all family members. This product can help a person to control and monitor his condition and prevent possible problems caused by hypertension or heart diseases.
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An automatic blood pressure monitor is easy to use: it is equipped with a digital display and phonetic functions. The device consists of a measuring unit, display, memory button, volume controller, and speaker holes. These units show that they can be used both by elderly and young family members. The price per device is £ 77.
Tools used in the Direct Marketing Campaign
Today, Direct Marketing remains one of the main techniques which help companies and retailers to boost sales, exchange goods, services, and information, and attract potential customers. The two methods selected for this product are telemarketing and couponing. These tools best fit the product and would help to attract attention to this device.
Telemarketing will be directed to housewives and the elderly spend a lot of o time before TV. Telemarketing will help to capture important brand insights, so its planners are becoming involved at an earlier and more important stage in the overall strategic planning process (Boone and Kurtz 2002). Two types of telemarketing will be used: customers will be motivated to buy products by phone and through Web conferencing. The expected response rate is 3 % of all viewers (Kotler and Armstrong 2005).
Couponing will help to promote the product among large customer groups. Coupons will be distributed through the main drug stores around the country for purchases exceeded £ 100. This tool will help to popularize the device and inform potential customers about the advantages and benefits of the device. Also, distribution through drug stores will help to reach potential target audiences and save time and money spend on diverse customers groups.
It is expected that the response rate will be high, 10%. Also, it is expected that many customers have developed incredible sophistication in tracking sales, so the task of the company is to inform and persuade customers of safe and high-quality delivery services. All ads will include the company’s logo and brand image (Crawford 2003).
As a product, the blood pressure device is not influenced by seasonality, but it is influenced by media response rates. It is expected that the highest response rates are in autumn and winter when people spend much time at home watching TV. The time of the campaign is three months: October, November, and December. Each clip will be 40 seconds.
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Month/Telemarketing/ Channels/ Cost
- October 20 times a day, stating from 10 AM till 10 PMBody in Balance, The Hallmark Channel £95 per TV spot /£1900per day/ 58900 a month.
- November 20 times a day, stating from 10 AM till 10 PMBody in Balance, The Hallmark Channel £100 per TV spot /£2000per day/ £ 60000 a month.
- December 25 times a day, stating from 10 AM till 10 PMBody in Balance, The Hallmark Channel £100 per TV spot /£2000per day/ £ 62000 a month.
The cost of coupons is less: 10 cents per each coupon including distribution. It is expected to spread 1000 000 coupons. This campaign will cost £ 100 000.
- Boone, L.E., Kurtz, D.L., 2002, Management, McGraw-Hill, New York.
- Crawford C. Merle. 2003, New Products Management. Irwin-McGraw Hill. 7th edition.
- Kotler, Ph., Armstrong, G. 2005, Principles of Marketing. Prentice Hall; 11th edition.