GE Healthcare India

Business Marketing
Group-9

Submitted By:
Submitted To:

Shravan L 17036
Dr R.Sugant
Professor Marketing Monish S 17069
Sumegh S 17100

Mayur Hegde K 17118

Sourav Pattanaik 17137

Date: 11/10/2018

1|Page
 1. How would you go about planning your marketing communication? Discuss the roles
played by the different elements of marketing communications that you have
identified for your plan.

All the identified segments must be addressed by the marketing communication plan. Since
there was large number of infant deaths in rural India, where the Incubators facility was
not largely available. Their target was to reach untapped market like semi-urban & rural
areas; therefore, company used different method of marketing communication channels to
reach the target market.

Personal Selling: In order to create awareness of the product, the company has to create
one to one contact with Community Health Centers [CHC], Primary Health Centers [PHC]
& Sub Centers [SC]. People with expertise has to be deployed in different regions who can
explain about their product features, the benefits, train them about the usage of the product,
which builds the good relationship with the customer.

Advertising: Different types of advertising can be done that is printing in brochures, local
newspapers, radio so that the importance of product will be reached effectively.

Campaigns: Another method to promote the product by organizing campaign or by

visiting medical camps, where the product could be demonstrated by personally.

Another method is through medical forums or by website relating to health by click on ads.
Therefore, by these methods product can be promoted effectively and reached to rural
markets.

2. What additional information you require to ensure success of your plan?

Product: As the target segment and its potential is already identified and assessed, the most
important information that would be required at this stage would be to analyze the needs
and requirements of the targeted segment thoroughly, to come up with an innovative
specification of product catering to them. However, the growth focus now is shifting from
the mega cities to smaller cities and rural areas (low- resource settings) and there is
increasing pressure on government to improve the standard of services in these places. As
a result, the current strategy is no longer a ticket to success in emerging markets. Much like

2|Page
 understanding the needs of low-income consumers in business-to-consumer (B2C)
markets, managers must gain a better knowledge of low- resource customers in B2B
markets. The need is already realized, but the specifications would depend on in-depth
research and knowing the ecosystem, in which the product need to sustain efficiently.

Marketing, Communication and Sales:

Since the direct marketing approach is to be used, choosing and getting information on
specific target audience and characteristics of the buying Centre (the influencers and the
deciders, especially in case of public settings, will be crucial to be known.

For example, the purchasing cycle-responding to product information requests, providing

a quote, securing payment, delivering and setting up the equipment, and providing basic
training – can consume an enormous amount of time and energy. Companies need to revisit
their sales and distribution strategy and work out an efficient and pain free way to reach
and serve these facilities. This will also relate to knowing their preferences, buying criteria,
behavior etc. Therefore, information on accessibility of the target segment, i.e. information
on “how to reach” would be required.

How can they go about: A primary research by interaction with personnel using such
equipment’s in healthcare unit settings, would be required, in both product customization
and Product innovation and commercial innovation should go hand in hand. Use fast
commercial prototyping to design the go-to-market model in parallel with product
development to pitch for the suitable features and differentiate the come up with a different
product in the market.

3|Page