Citizen healthcare products marketing tips(2)

MARKETING OF CITIZEN HEALTHCARE

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General Trading Co LLC © 2013
CITIZEN SYSTEMS JAPAN

Brand Sensitivity

Facing Competitors

Market Share

Target Markets

Market Segments

Personal vs. Medical Use Market

Training Sessions

Benefits and Accuracy Promotion

Beat Up Resistance

Intensive Plans for Medical Area

Do Different

INDEX Pricing Categories

Advertising. Why & How

In Store Advertising

Preparing Marketing Materials

Enlarge the Market
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Brand Sensitivity

In today’s matured and advance markets
customers became choosy and sensitive
about famous brands to select. They look for
a reliable brand which will have trustable
quality and after sales service.

CITIZEN, as one of the highly reputable and
reliable brands in the world, is strongly
accepted by customers and end-users. There
is a big opportunity to utilize advantage of
brand awareness and quality to capture a
good market share among other brands.

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Facing Competitors

CITIZEN is fitting in the premium category of available brands such as Omron, Microlife
and other brands with their own R&D. Our brand has many good advantages in that
pool in terms of very famous name, competitive prices and user-friendly models for
easy operation.

CITIZEN cannot be compared with lower category brands which only became popular
by cheap prices or damping offers mostly by Chinese, Taiwanese or Korean unknown
brands or OEM made brands.
i. e. Beurer who doesn’t have
its own engineering and
design, they only order in
bulk to OEM manufacturers
and sell them under their
brand name.


Market Share

Market share is intentional, people choose you instead of others because there’s something
SIGINIFICANT [unique, unusual, extra-ordinary, different, special] about you. Market share is
people identifying themselves with your business, company, product, or services. It doesn’t
come by chance; it can only be intentionally created.

The first step to create your own share of the market (by becoming a leader who people would
want to follow) is to differentiate your business. Differentiating your business means being
able to clearly define the specific value creation processes of your business and deciding the
particular area you want to specialize in.


Target Markets

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CITIZEN Healthcare products main target markets:

 Pharmacies
 Medical shops
 Electronic outlets
 Hyper markets

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Target Markets

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Other target markets:

 Private clinics
 Hospitals
 Gift & advertising companies
 Household retailers
 Bundle with other products or point reward programs
 Online sale
 Air lines (brush, toothbrush, comb, etc are given to the passengers in the
aircrafts, digital Thermometer is a great device to be added to this box.)


Target Markets

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CITIZEN Healthcare products can be suggested by:

 Cardiovascular Doctors
 General Doctors
 Kidney specialist
 Family medicine
 Pediatric (CITIZEN Nebulizers & Thermometers)
 Allergic Clinic


Market Segments

 Bought by Direct Patient.

 Purchased as Gift

 Impulse Unplanned Buy


Personal vs. Medical Use Market

Personal use

In every home minimum one BPM is required.

Clinical use:

While visiting any doctor the first step is to
measure your blood pressure.


Training Sessions

Training topics for pharmacist and sales people in Training Sessions:

 Importance of home healthcare;
 Importance of regular blood pressure monitoring;
 Effects of high blood pressure on the body;
 CITIZEN advantages among its competitors;
 Technical Training;
 Effect of sales person on the customer.

This will help to boost sales and
bringing more products awareness
as well as confidence about the
products that they will recommend to
their customers.


Benefits and Accuracy Promotion

Advantages of CITIZEN Healthcare products:

 CITIZEN BPM’s Irregular Heart Beat Indicator;
 CITIZEN BPM’s Body Movement Indicator;
 CITIZEN CH456 BPM largest LCD screen;
 CITIZEN CH657 BPM slimmest wrist type in the world;
 CITIZEN Thermometers water resistance and fully washable;
 CITIZEN Thermometers made of Antibacterial Materials;
 CITIZEN IR Ear Thermometer doesn’t require disposable prob;
 2 years replacement warranty;
 Premium quality, high accuracy & Art of Japanese Engineers.


Beat Up Resistance

When a salesman visits a doctor, he might hear the world: NO! We are not interested.
But what could be the reasons?

 They are using a competitor’s product;
 They are happy using manual methods and devices;
 They don’t realize they can improve their current circumstances by using new
digital devices.


Intensive Plans for Medical Area

 Expert medical representative to visit them;
 Promoting regularly – Brand building – visiting them on regular
basis and give them gift items frequently;
 Free sample – to give them free BPM, nebulizer or
thermometer for their daily use;
 Gift items– promotional gifts and some samples to use in their
clinic;
 Launch Meetings – Introduce the products in the market;
 Events – sponsoring the Dr’s events;
 Sponsoring them in different occasions;
 Participating in health complex.


Do Different

How to compete with direct competitors and pushing our brand to higher levels of
the shelf:
Everyone is doing better, we need to do different.

 Differences in quality;
 Differences in design;
 Differences in features;
 Differences in price;
 Consumer understanding of the products and services they are buying;
 Marketing and promotion, especially advertising;
 Differences in location and availability of services and products;
 After sale service;
 Brand reliability.


Pricing Categories

Pricing against competitors and leveling of categories:

Pricing strategies must be devised to represent the value of the product, the perceptions
of customers and a relative position against other competitive alternatives available in the
market.


Advertising. Why & How

Why to advertise?

 To make more sales;
 To increase product awareness, benefits of products, necessity of controlling health,
how easy to use the devices at home;
 To generate store traffic;
 To reach new customers;
 To create and maintain a brand identity;
 To communicate a change in the existing product line;
 To introduce a new product or service;
 To increase the buzz-value of the brand or the company.

How to advertise:

 Print Advertising: Newspapers, Magazines, Brochures, Fliers;
 Mobile Advertising;
 Outdoor Advertising: Billboards, Kiosks, Trade-shows and Events;
 Broadcast Advertising: Television, Radio, Internet, Public Service Advertising,
Advertising for Social Causes.


In Store Advertising

In-store advertising and placing the products tips:

 Keep the product’s box clean and without dust;
 Place the products within the eyesight of consumers;
 Use large signs that hang from the ceiling;
 Leave one brochure in the shopping bag of each customer;
 Give a reason to the customer to read your brochure by mentioning the benefits which he will gain
by buying the product ;
 Invite customers to experience the product first;
 Use signs to show the product specifications and advantages;
 Strategically place the products on the isle caps;
 Use a variety of retail marketing and in-store advertising;
 Make digital video and audio advertising;
 Change the positioning of items in the store regularly.


Preparing Marketing Materials

How to prepare brochures, reading and educational materials:

 Get Selling Fast;
 Motivate the reader to pick up the brochure and open it;
 Talk about your reader's needs;
 Give directions;
 Ask for action;
 Encourage the reader to keep it;
 Describe the product easily.


Enlarge the Market

We should create demand in mind of consumers or people. When the number or
customers increased in the market, the market size will increase; demand will
increase, so our market share will have bigger size as well.

In every market there are two types of customers, Potential (who need them) and
Talented (who don’t feel necessarily that they should have one ).

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Citizen healthcare products marketing tips(2)

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