1 0 St e p Mar k e t i n g Pl an :

Braun ThermoScan

Rose Ann S. Palma

Ateneo Graduate School of Business

Ateneo School of Medicine and Public Health

Th e Pr i n t

Ad

Braun ThermoScan

from

Parents magazineJanuary 2005

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Braun ThermoScan’s Primary Target Market and Positioning

1. Braun’s ThermoScan’s PTM are middle and upper class parents, particularly mothers

2. Who want the best medical gadgets for their baby’s health

3. Who have other options such as Omron, Rossmax, Graco, Homedics, Safety 1st,

4. Other companies stress their quick temperature reading ability

5. Possible market size is estimated to be P12.7B but only less than 5% of this actually has an ear thermometer; possible nich of Braun ThermoScan is 3.5%

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Braun ThermoScan’s Marketing Mix and Strategy

2. The product is a digital ear thermometer3. Promotions include direct sales agents,

print ads, cross promotional programs with other products, and the internet

4. Priced in the middle relative to its direct competitors

5. Has limited availability nationwide6. Used differentiation as its winning strategy

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 2

Step 3

Step 4

Section 1

Step 5

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Pr i mar y Tar ge t

Mar k e t• Middle and upper class parents, especially mothers

• 25-40 yrs old• Male < Female• class A, B, C• Single < Married

• Working but family-oriented• Hands-on fathers and mothers

Step 1

Needs, Wants, Demands of PTM

CLICK HERE FOR MORE INFO

Br au n Th e r mo Sc an | 10 Step Marketing Plan

We want the best for our child. We want him to always be in

good shape and we want to be able to do everything we can for him when he is not feeling

well.

Step 2

Step 3

Step 4

Step 1

Step 5

Br au n Th e r mo Sc an | 10 Step Marketing Plan

PTM’ s Ne e d s , Wan t s , Ne e d s

• Parents need to be assured of their children’s love and well-being.

• Parents want the best for their children and they choose Braun ThermoScan because of its accuracy, ease of use, and reputation of the company maker.

• Parents expect the product to deliver its promised accurate temperature readings in just a few seconds. They also expect a strong and enduring thermometer which they came to expect from the products of Braun.

Step 2

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 3

Step 2

Step 3

Step 4

Step 1

Step 5

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Co mp e t i t i ve Po s i t i o n

Step 4

“The New Standard in Peace of Mind… gives you what is most

important when taking your baby’s temperature: confidence that you have taken an accurate reading…

Unlike other thermometers, the Braun ThermoScan has unique

ExacTemp technology with a Feedback System.”

Step 2

Step 3

Step 4

Step 1

Step 5

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Mar k e t S i z e

• from research:

• 3,337,562 (middle to upper class families) x P3800 (cost of 1

Braun ThermoScan) = P12.7B

• However, ear thermometers are not popular here in the Philippines

• Less than 5% probably has one at their homes and of these , Braun ThermoScan probably has 3.5% because it is the leading and most available brand in the country

Step 5

http://opinion.inquirer.net/inquireropinion/columns/view/20100710-280190/NSCB-tries-to-count-the-rich

Major Brands of Digital Ear Thermometers

CLICK HERE FOR MORE INFO

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 6

Step 7

Step 8

Step 9

Step 6

Step 10

Br au n Th e r mo Sc an | 10 Step Marketing Plan

PRODUCT

Step 6

ExacTemp technology with a Feedback System

“ confirms with a light and beep when the thermometer is securely

positioned and an accurate measurement is taken. And it does

this in just a few seconds.”

Br aun Ther moSc an Exac Temp

From research:

• Flashing light and beep confirm

positioning

• On-Off button for easy control.

• Memory function stores 8 readings.

• Soft, flexible tip with filter detector.

• Lens Filter ejector for easy removal.

• Also for oral, rectal or underarm use

• Comes with 2 AA batteries - 21 lens

filters and cap

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 6

Br au n Th e r mo Sc an | 10 Step Marketing Plan

From research:

• Pre-warmed Tip minimizes the cooling effect on the ear canal

• Guidance System confirms with a light and a beep when you have taken a proper measurement

• Infra-Red Technology measures the infrared heat generated by the eardrum and surrounding tissue

• Flexible Tip for gentleness and ease of use

• Lens Filters protect the tip from scratches, as well as from impurities

Exac Temp Tec hnol ogy

Step 8

Step 9

Step 6

Step 10

Br au n Th e r mo Sc an | 10 Step Marketing Plan

• not indicated in the advertisement

• from research:• most available now in the country is Braun and Rossmax; Omron was pulled out in most medical stores• Braun = P3800• Rossmax = P1000• Braun ThermoScan is priced higher by ~75%

• innovative and product leader as a marketing strategy

Step 7

PRI CE

Step 7

Step 8

Step 9

Step 6

Step 10

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 8

PROMO

• from the ad:• website• telephone/ toll-free number

• from research:• word of mouth • direct sales agents• freebies• cross-promotions with other products (abroad)

Step 7

Step 8

Step 9

Step 6

Step 10

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 9

PLACE

From the ad and from research: •limited availability nationwide

• Selected independent distributors of medical products •Selected Mercury and Watsons outlets

• Internet

v

Step 7

Step 8

Step 9

Step 6

Step 10

Br au n Th e r mo Sc an | 10 Step Marketing Plan

Step 10

WI NNI NG STRATEGY

• best in product • different from others• innovative• superior quality

Br au n Th e r mo Sc an | 10 Step Marketing Plan

More Aggressive Marketing Campaigns • come up with advertisements which highlight advantages over mercury and digital axillary thermometers which dominate Filipino homes

• use regular Filipino families in ads instead of just using product pictures

• use different forms of media: TV, internet, newspapers, magazines

• cross-promotions with other products, ie. leading diaper and formula milk brands

RECOMMENDATI ONS

Br au n Th e r mo Sc an | 10 Step Marketing Plan

SAMPLE ADVERTI SEMENTS

SUMMARY

1. Braun’s ThermoScan’s PTM are middle and upper class parents, particularly mothers

2. Who want the best medical gadgets for their baby’s health

3. Who have other options such as Omron, Rossmax, Graco, Homedics, Safety 1st,

4. Other companies stress their quick temperature reading ability

5. Possible market size is estimated to be P12.7B but only less than 5% of this actually has an ear thermometer; possible nich of Braun ThermoScan is 3.5%

Br au n Th e r mo Sc an | 10 Step Marketing Plan

2. The product is a digital ear thermometer3. Promotions include direct sales agents,

print ads, cross promotional programs with other products, and the internet

4. Priced in the middle relative to its direct competitors

5. Has limited availability nationwide6. Used differentiation as its winning

strategy

Br au n Th e r mo Sc an | 10 Step Marketing Plan

SUMMARY

1 0 St e p Mar k e t i n g Pl an :

Braun ThermoScan

Rose Ann S. Palma

Ateneo Graduate School of Business

Ateneo School of Medicine and Public Health