This is the most important part of this marketing plan as it will outline the ways in which the company will company will communicate with its suppliers, and the target markets. Under this communication plan, the marketing plan would propose what channels would be used and how they would be used to carry out the marketing campaigns. There are several mediums of communication, first, the company can give advertisements on television, the it can put up stalls that distribute pamphlets and leaflets that describe the products and has informational material written on it.
Workshops and seminars are also one effective way of communicating with the targets markets. Marketing over the internet is also another best example of communicating with the maximum number of visitors by the cheapest and easiest way. banners on websites along with advertisements on the most frequently visited sites would be very effective to leave an impression in the minds of the web servers of the brand name, In hope that they will remember this brand if the need to use a catheter at some point in time (McDonald, 2007).
Starting with television commercials, they can be directed in such a way that they highlight the problem of normal catheters and then show how the product eliminates these problems by incorporating latest technology through research and development. The advertisement should also include the quality certification that the company has earned over the years. An important thing that is to be kept in mind while staring a campaign through different mediums of communication is that the theme of the campaign should be the same through out.
For example, the leaf lets and pamphlets that are distributed or mailed in pharmacies and pamphlets should also talk about the same problems and their solutions along with the promotional factor that is one of the main incentives of this marketing campaign. Similarly the seminars and workshops that are conducting at the social events in different societies should also talk about the same problems, and how can they be overcome by the company’s products.
Another element of communication is that marketing managers need to visit their potential customers such as hospitals and pharmacies to tell their about their marketing and promotional campaigns. This will help the company to have a feedback from these vendors as well. Channels of Distribution Distributors of the company need to be communicated under this marketing plan as well also because when they go for distribution of the product at different places, they can also inform the potential buyers about the promotional activities of the company.
Moreover, the projected sales in the marketing campaign need to be met efficiently because during the campaign there should be a smooth supply of products from factories to warehouses and then to the markets through the distributors. Any stop or flaw in between the supply chain would affect the marketing campaign with a multiplier effect. If one of the hospitals does not get timely supplies during the campaign, many others would be disgusted of the services of the company that will result in the failure of the campaign.
Moreover, more distributors are to be contracted in order to reach potential customers who have never been approached by the company before and where the competitor has captured most of the market share (Godbole, 2008). The company has outsourced its distribution to private vendors because they are specialized professionals in transporting products from the factory to the warehouse through trucks and containers. And then from the warehouses, the products are sent to different markets including foreign countries.
The company has to get contracts from air and sea transportation companies as well because they will have to distribute products on time at dispersed geographic locations for the marketing of the product. Budget The proposed budget of the company can be easily met by the difference in revenues and expenses of the company. The company has earned a lot of profits in last 25 years and it can easily afford a marketing campaign that worth’s millions of dollars. The revenues of the company are in billions of dollars annually therefore it does not have to meet a certain target in the marketing campaign.
All the company needs to aim is that it leaves a long lasting impression o the minds of the users and its bulk buyers. The company has proposed a budget for 1 minute TV commercials in 3 different languages and the total cost for these commercials adds up to around $400000. Printed brochures and advertisements in magazines also add up to around $400000. The company has allocated a lot of budget in organization seminars and workshops in its major geographic markets in order to educate around 3000 hospitals, 5000 general physicians and countless number end users who are more then concerned about there health issues.
The budget that has been allocated for this campaign adds up to around $1. 2 million. The company plans to spend another $500000 on mini stalls across the continents to create awareness among end users these stalls also include the promotional free samples of the products that are given to both general physicians and users. The budget for discounts and benefits that are given to bulk buyers also amount to around $500000. The total amount for this marketing campaign adds up to around $3million
References
Baskin, L (1999). Advances in Bladder Research (Advances in Experimental Medicine and Biology). Springer Clarson, B (2002). Technological Systems in the Bio Industries: An International Study. Springer Godbole, P (2008). Pediatric Urology: Surgical Complications and Management. Wiley-Blackwell Luther, W (2001). The Marketing Plan: How to Prepare and Implement It. AMACOM McDonald, M (2007). Marketing Plans, Sixth Edition: How to prepare them, how to use them. Butterworth-Heinemann