Medic Design Marketing Plan


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A PowerPoint presentation for the 2009 Medic Design marketing plan. Created as a final project for a Consumer Behavior course.

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  • We will measure our success through the number of people that visit the website and the number of sales from the website. In addition , we will also use the number of people that stop by the Medic Design promotional tables as a determinant of our success.
  • We did a video to add to the fan page. A funny, informative video about Medic Design and how nice it is
  • Original budget for event was supposed to be zero because the client was suppose to provide everything for the tables. However, the client informed us she was unable to make it to the event two days before the event.
  • Original budget for event was supposed to be zero because the client was suppose to provide everything for the tables. However, the client informed us she was unable to make it to the event two days before the event.
  • therefore, the only thing that was bought was the sugar-free candy for the customers as an incentive for prospective buyers to stop by the table
  • therefore, the only thing that was bought was the sugar-free candy for the customers as an incentive for prospective buyers to stop by the table
  • We were able to measurethe success of the event through the number of brochures we had passed out. We had 60 brochures printed out and at the end of the event,
  • We chose first aid kits because we never know when an emergency may occur. Almost everyone has a first aid kit at home in case of emergencies. Having medical ID bracelets is also a way to ensure you are safe during an emergency situation. Shouldn’t you safeguard your life in case of an emergency with stylish, discrete medical identification jewelry from Medic-Design?
  • Medic Design Marketing Plan

    1. 1. Medic Designmedical identification jewelry<br />H.CAY <br />IN ASSOCIATION WITH<br />Amy Yu<br />Cindy Tam<br />Huong Nguyen<br />Yina Yun<br />
    2. 2. OBJECTIVE<br />In three months, H.CAY wants to be able to:<br />increase sales by 5% in the Medic-Design company <br />increase awareness of the Medic-Design website and company by 10%<br />
    3. 3. TARGET MARKET<br />Female high school and college students (ages 12-24)<br />Mothers of with children in high school or college<br />Young professionals (ages 24-30)<br />
    4. 4. SITUATIONAL ANALYSIS<br />Environmental Trends<br />Over 147 million people are afflicted with diseases that require medical ID jewelry<br />Consumers are unaware of the product category<br />The recession<br />Category Analysis<br />Consumers are unaware of the product category<br />Lack of stylish, discrete medical ID bracelets and jewelry<br />
    5. 5. SITUATIONAL ANALYSIS<br />819,000<br />536,000<br />Number<br />281,000<br />Age<br /><br />
    6. 6. SITUATIONAL ANALYSIS<br /><br />
    7. 7. SITUATIONAL ANALYSIS<br />Competitive Assessment<br />American Medical ID<br />inexpensive, well-known brand name, affiliations with legitimate health groups such as the American Diabetes Association and the American Heart Association<br />Medic Tag<br />USB flash drives are a part of the bracelet so that a paramedic can pull up a patient’s medical history by plugging in the USB drive into a laptop<br />
    8. 8. SITUATIONAL ANALYSIS<br />Past Performance<br />Lack of a target market<br />Needs to allocate resources in a specific venue – online or brick-and-mortar sales<br /><ul><li>Need to focus on long-term goals rather than sales promotions, such as trade shows, which allow for only short term growth</li></li></ul><li>SITUATIONAL ANALYSIS<br />SWOT Analysis<br />Strengths<br />Allowing payments with flexible spending accounts<br />Stylish, high-quality, unique, durable medical bracelets<br />Professional, well-constructed, modern website<br />Medic Design’s CEO can relate to consumers because she is also afflicted with a disease (diabetes)<br />
    9. 9. SITUATIONAL ANALYSIS<br />SWOT Analysis<br />Weaknesses<br />Limited financial budget<br />Product is expensive compared to other medical jewelry<br />Lack of a specific target market<br />Lack of focus on venue in which to market product – online or personal selling<br />
    10. 10. SITUATIONAL ANALYSIS<br />SWOT Analysis<br />Opportunities<br />Over 149 million Americans afflicted with a disease that requires medical identification jewelry<br />Teen market is gain affluence so stylish, medical jewelry will increase likelihood of teenagers with medical conditions to wear medical ID bracelets <br />E-tailers are increasing as more and more business-to-consumer companies switch to online retailing<br />
    11. 11. SITUATIONAL ANALYSIS<br />SWOT Analysis<br />Threats<br />New technology such as USB bracelets <br />Established companies have 24 hour support, customer service, and affiliations with health organizations<br />Many online websites have inexpensive medical ID jewelry ($20 and under)<br />Medical ID bracelets are considered a luxury item in a recession and many people will not invest in it<br />
    12. 12. STRATEGIES<br />Advertising<br />Facebook Fan Page<br />Twitter<br /><br /><br />Sales Promotions/Personal Selling<br />Trade shows<br />School events - USP Fall Fest <br />Health events - USP Glucose Screening<br />
    13. 13. STRATEGIES<br />Publicity<br />Facebook Fan Page<br />Twitter<br />Blogs and Forums<br />Sending out a press release to venues such as local newspapers, medical magazines, etc.<br />Donating a portion of the company proceeds to charity <br />
    14. 14. MARKETING MIX<br />Product <br />Medical Identification Jewelry<br />Place<br />Online Purchasing along with various promotion events<br />Promotion<br />Trade shows <br />Health group events<br />Online Viral Marketing<br />Price<br />
    15. 15. MARKETING MIX<br />Product <br />Medical ID Jewelry<br />Customized Engravings<br />Fashionable Designs<br />Looks like regular jewelry<br />Products made of:<br />Gold<br />White gold<br />Silver<br />Genuine leather<br />Discrete Medical Symbol<br />Magnetic clasps: Easy Closure<br />
    16. 16. MARKETING MIX<br />Place <br />Online at <br /><br />At malls in the tri-state area during holiday seasons<br />At trade shows in the tri-state area:<br />Philadelphia – USP Fall Fest, Glucose Screening<br />New Jersey<br />New York<br />
    17. 17. MARKETING MIX<br />Promotion <br />Facebook Promotion<br />Facebook Group<br />Fan Page<br />Online Blogs and Forums<br />Twitter<br />Accidental Exposure via:<br />Trade Show Tables<br />Health group events<br />Examples: <br />Fall Fest <br />Glucose Screening at USP<br />
    18. 18. MARKETING MIX<br />Price<br />“Medical Jewelry for all lifestyles”<br />Range from $60 to $600<br />
    19. 19. IMPLEMENTATION<br />Each member of HCAY is responsible for a specific task and it is essential for that specific person to have a plan of action and a completion target date for the task<br />Having a plan of action with the appointed task ensures that the details are clear and that person accountable for the task will complete the task on time and on budget<br />
    20. 20. IMPLEMENTATION<br />
    21. 21. IMPLEMENTATION<br />Facebook Event<br />Amy Yu<br />She is responsible for creating a Facebook event for Medic Design and invites others to join. <br />This is a part of HCAY’s advertising strategy and to introduce people to Medic Design. <br />There is no required budget for this plan. <br />
    22. 22. IMPLEMENTATION<br />Facebook Fan Page<br />Huong Nguyen <br />This page is a social media network that allows Medic Design to communicate, advertise, and get feedback from the consumers. <br />There is no required budget.<br />
    23. 23. IMPLEMENTATION<br />Twitter<br />Cindy Tam <br />It is a social media network that allows Medic Design to advertise and communicate with the consumers and health organizations <br />There is no required budget. <br />
    24. 24. IMPLEMENTATION<br />Blogs and Forums<br />Yina Yun <br />She is responsible for signing up for all the health blogs and forums and created post on awareness for medical ID jewelry, specifically Medic Design<br />Yina is required to include a brief description of the business and why is there a need for medical id bracelets. <br />There is no budget required. <br />
    25. 25. IMPLEMENTATION<br />Fall Fest <br />There were many things that needed to be done such as:<br />The decorations for the tables<br />Making Posters <br />Arranging the table layout <br /> Printing out the brochures<br /> Handing the brochures out to customers<br />Explaining to them about medical id bracelets, specifically Medic Designs. <br />The budget for the Fall Fest was $110.00 because HCAY needed to buy the decorations for the tables. <br />
    26. 26. IMPLEMENTATION<br />Fall Fest <br />
    27. 27. IMPLEMENTATION<br />USP Glucose Screening Event<br />HCAY<br />Things need to be done for the USP Glucose Screening are:<br />Decorating the tables <br />Printing the brochures for Medic-Designs <br />Handing out the brochures to customers <br />Explaining to consumers about medical ID bracelets, specifically Medic-Design<br />The budget the budget was only $5.00 because HCAY was able to use the table decorations from the Fall Fest<br />
    28. 28. IMPLEMENTATION<br />USP Glucose Screening Event<br />
    29. 29. EVALUATION & CONTROL<br />USP Fall Fest (October 17)<br />Most successful event <br />Over 60 people stopped by the Medic-Design table<br />14 people signed up for the Medic-Design email list<br />Set up and location of the table made people interested in Medic-Design<br />Flowers, candy, flyers, business cards, posters, laptop<br />Located at the entrance of the event<br />No internet access or purchase forms created a set back<br />Accidental exposure<br />
    30. 30. EVALUATION & CONTROL<br />Facebook Fan Page<br />Successful viral marketing <br />Easy to access<br />Increases awareness for Medic-Design <br />Pictures of products on page<br />Add testimonials<br />Twitter<br />Created affiliations with other medical groups on Twitter<br />
    31. 31. EVALUATION & CONTROL<br />Blogs and Forums<br />Not as successful<br />Poorly implemented (could not advertise)<br />A good medium for accidental and intentional exposure<br />USP Diabetes/Glucose Screening (November 19)<br />Not as successful<br />Only USP students and faculty attended<br />About 20 people stopped by the table<br />
    32. 32. EVALUATION & CONTROL<br />Future Marketing Strategies<br />Be a speaker for an event at a school- USP, DREXEL, UPENN (alumni), HMS<br />Presentations at universities during a Health Awareness Week or similar<br />Create affiliations with health organizations such as the American Diabetes Association or similar<br />Participating charity events like the American Heart Walk and the American Diabetes Walk<br />Promotional items , such as the first aid kits that we are handing out with the Medic-Design logo and website<br />
    33. 33. REFERENCES<br /><br /><br /><br /><br /><br /><br /><br />Peter, J. Paul, and Jerry C. Olson. Consumer Behavior (McGraw-Hill/Irwin Series in Marketing). 7th ed. New York: McGraw-Hill/Irwin, 2005. Print.<br />