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SS White Burs Marketing Plan
 

SS White Burs Marketing Plan

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    SS White Burs Marketing Plan SS White Burs Marketing Plan Presentation 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
    • Q&A
    • Content Marketing Trends For 2013