palma 10 steps braun

10 Step Marketing Plan:

Braun ThermoScan

Rose Ann S. Palma

Ateneo Graduate School of Business

Ateneo School of Medicine and Public Health

The Print Ad

Braun ThermoScan

from

Parents magazine January 2005

Braun ThermoScan | 10 Step MarkeGng Plan

Braun ThermoScan’s Primary Target Market and Positioning

1. Braun’s ThermoScan’s PTM are middle and upper class parents, parGcularly mothers

2. Who want the best medical gadgets for their baby’s health

3. Who have other opGons such as Omron, Rossmax, Graco, Homedics, Safety 1st,

4. Other companies stress their quick temperature reading ability

5. Possible market size is esGmated to be P12.7B but only less than 5% of this actually has an ear thermometer; possible nich of Braun ThermoScan is 3.5%


Braun ThermoScan’s Marketing Mix and Strategy

6. The product is a digital ear thermometer 7. PromoGons include direct sales agents,

print ads, cross promoGonal programs with other products, and the internet

8. Priced in the middle relaGve to its direct compeGtors

9. Has limited availability naGonwide 10. Used differenGaGon as its winning strategy


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Primary Target Market

• Middle and upper class parents, especially mothers

• 25-‐40 yrs old • Male < Female • class A, B, C • Single < Married

• Working but family-‐oriented • Hands-‐on fathers and mothers

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Needs, Wants, Demands of PTM

CLICK HERE FOR MORE INFO


We want the best for our child. We want him to always be in good shape and we want to be able to do everything we can for him when he is not feeling

well.

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PTM’s Needs, Wants, Needs • Parents need to be assured of their children’s love and well-‐being.

• Parents want the best for their children and they choose Braun ThermoScan because of its accuracy, ease of use, and reputaGon of the company maker.

• Parents expect the product to deliver its promised accurate temperature readings in just a few seconds. They also expect a strong and enduring thermometer which they came to expect from the products of Braun.

Step 2


Compe<tors

Direct • Omron • Rossmax • Graco • LifeSource • Homemedics

Indirect • Oral thermometers • Axillary thermometers • Rectal thermometers • Albularyos / hilots Variables

• Price • Packaging • Brand Awareness • Brand ReputaGon • Accessibility

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Competitive Position

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“The New Standard in Peace of Mind… gives you what is most

important when taking your baby’s temperature: confidence that you have taken an accurate reading…

Unlike other thermometers, the Braun ThermoScan has unique

ExacTemp technology with a Feedback System.”

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Market Size • from research:

• 3,337,562 (middle to upper class families) x P3800 (cost of 1 Braun ThermoScan) = P12.7B

• However, ear thermometers are not popular here in the Philippines

• Less than 5% probably has one at their homes and of these , Braun ThermoScan probably has 3.5% because it is the leading and most available brand in the country

Step 5

http://opinion.inquirer.net/inquireropinion/columns/view/20100710-280190/NSCB-tries-to-count-the-rich

Major Brands of Digital Ear Thermometers

CLICK HERE FOR MORE INFO


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PRODUCT Step 6

ExacTemp technology with a Feedback System

“ confirms with a light and beep when the thermometer is securely

positioned and an accurate measurement is taken. And it does

this in just a few seconds.”

Braun ThermoScan ExacTemp

From research: • Flashing light and beep confirm positioning • On-Off button for easy control. • Memory function stores 8 readings. • Soft, flexible tip with filter detector. • Lens Filter ejector for easy removal. • Also for oral, rectal or underarm use • Comes with 2 AA batteries - 21 lens filters and cap


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From research: • Pre-warmed Tip minimizes the cooling effect on the ear canal • Guidance System confirms with a light and a beep when you have taken a proper measurement • Infra-Red Technology measures the infrared heat generated by the eardrum and surrounding tissue • Flexible Tip for gentleness and ease of use • Lens Filters protect the tip from scratches, as well as from impurities

ExacTemp Technology

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• not indicated in the advertisement

• from research: • most available now in the country is Braun and Rossmax; Omron was pulled out in most medical stores • Braun = P3800 • Rossmax = P1000 • Braun ThermoScan is priced higher by ~75%

• innovative and product leader as a marketing strategy

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PRICE

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PROMO • from the ad:

• website • telephone/ toll-free number

• from research: • word of mouth • direct sales agents • freebies • cross-promotions with other products (abroad)

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PLACE From the ad and from research:

• limited availability nationwide

• Selected independent distributors of medical products

• Selected Mercury and Watsons outlets

• Internet

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WINNING STRATEGY

• best in product • different from others • innovaGve • superior quality


More Aggressive Marketing Campaigns

• come up with advertisements which highlight advantages over mercury and digital axillary thermometers which dominate Filipino homes

• use regular Filipino families in ads instead of just using product pictures

• use different forms of media: TV, internet, newspapers, magazines

• cross-promotions with other products, ie. leading diaper and formula milk brands

RECOMMENDATIONS


SAMPLE ADVERTISEMENTS

SUMMARY

1. Braun’s ThermoScan’s PTM are middle and upper class parents, parGcularly mothers

2. Who want the best medical gadgets for their baby’s health

3. Who have other opGons such as Omron, Rossmax, Graco, Homedics, Safety 1st,

4. Other companies stress their quick temperature reading ability

5. Possible market size is esGmated to be P12.7B but only less than 5% of this actually has an ear thermometer; possible nich of Braun ThermoScan is 3.5%


6. The product is a digital ear thermometer 7. PromoGons include direct sales agents,

print ads, cross promoGonal programs with other products, and the internet

8. Priced in the middle relaGve to its direct compeGtors

9. Has limited availability naGonwide 10. Used differenGaGon as its winning

strategy


SUMMARY

10 Step Marketing Plan:

Braun ThermoScan

Rose Ann S. Palma

Ateneo Graduate School of Business

Ateneo School of Medicine and Public Health

palma 10 steps braun

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