SS White Burs Marketing PlanPresentation Transcript
PRESENTED BYMICHAEL NEVSKI
Current State and Business Drivers One of the oldest and the most prominent brand in thesegment The global dental devices market to grow at CAGR 8.7%up to 16 billion through 2015 - TechNavio Increasing elderly population Decreasing dentist – to population ratio Dental consumables - 67% of all sales**M&MDentalConsumables,67%DentalImplants,11%DentalEquipments,22%
Segmentation of the dentalconsumables market**M&MDental Prosthetics28%DentalDisposables15%Dental x-ray10%Dental HandInstruments8%Dental Burs market7%Dental Impressionmaterial7%Dental Restoratives7%Dental preventatives6%Dental Anesthetics6% Dental Bleachingagents6%
Vertical Markets and Products Oral Surgery, General, Cosmetic Dentistry, and DentalLabs Major product groups/lineso Carbide and Diamond Burso Grind Burso Jazz Polisherso Endodontic files
Key Customer Segments Primary Distributors Government Dental Schools Private Label Endodontic Large Group Practice Rest of the Market – Small Practices, IndividualDentists etc.
Leads GenerationBased on customer segment and relevant needs create several direct marketingcommunication campaigns utilizing the following tools and platforms:Channel Customer Type Criteria/Messaging Platform Lead Qualification Lead Nurturing Conversion VOC/FeedbackEmail Installed Base Based on purchase history andloyalty level/customer personaSFDC/Lyris Marketo/Eloqua Marketo/Eloqua Sales - RSM or NBD Qualtrics - infotransf & stored in SFDCEmail Prospective Based on segment SFDC/Lyris Marketo/Eloqua Marketo/Eloqua Sales - RSM or NBD Qualtrics - infotransf & stored in SFDCDirect Mail Both Promo offer with tracking code SFDC Marketing, Sales, CS -SFDCFollow up call Sales - RSM or NBD Qualtrics - infotransf & stored in SFDCContent Marketing All Whitepapers, industry blogs,professional online forumsfeaturing C.O.R.E., industrypublicationsCompany site,blog vendors,industryassociationsMarketing, Sales, CS,OperationsFollow up emailor call - SFDCMarketing, PM, R&D,and Sales - RSM orNBDQualtrics - infotransf & stored in SFDCOnline Promotions All SEO (organic), online advertising(Google Adwords, LinkedIn etc.)Web - SFDC Marketing, Sales, CS,OperationsFollow up emailor call - SFDCSales - RSM or NBD Qualtrics - infotransf & stored in SFDCSocial Media All Featuring C.O.R.E and otherproducts – Facebook, YouTube,Twitter, LinkedIn, other industryspecific forums.Web Marketing, Sales Follow up emailor call - SFDCSales - RSM or NBD Qualtrics - infotransf & stored in SFDCTrade Shows All Product sample giveaways withregistrationSFDC Marketing and Sales Follow up emailor call - SFDCSales - RSM or NBD Qualtrics - infotransf & stored in SFDC
Consumer Pull - Product Awareness -Demand Generation Local health and sport events sponsorships (i.e. 5Krun) featuring benefits of SmartBurs® II andDMDs/DDSs using the technology/product Geo-Targeting based on the existing 15% ofcustomers/doctors using the SmartBurs® II productsand support the C.O.R.E. Creating the directory of DMDs/DDSs on the company’ssite – consumers can easily find the C.O.R.E. dentist intheir aria