4. Braun ThermoScan | 10
Step
MarkeGng
Plan
Braun ThermoScan’s
Primary Target Market and Positioning
1. Braun’s
ThermoScan’s
PTM
are
middle
and
upper
class
parents,
parGcularly
mothers
2. Who
want
the
best
medical
gadgets
for
their
baby’s
health
3. Who
have
other
opGons
such
as
Omron,
Rossmax,
Graco,
Homedics,
Safety
1st,
4. Other
companies
stress
their
quick
temperature
reading
ability
5. Possible
market
size
is
esGmated
to
be
P12.7B
but
only
less
than
5%
of
this
actually
has
an
ear
thermometer;
possible
nich
of
Braun
ThermoScan
is
3.5%
5. Braun ThermoScan | 10
Step
MarkeGng
Plan
Braun ThermoScan’s
Marketing Mix and Strategy
6. The
product
is
a
digital
ear
thermometer
7. PromoGons
include
direct
sales
agents,
print
ads,
cross
promoGonal
programs
with
other
products,
and
the
internet
8. Priced
in
the
middle
relaGve
to
its
direct
compeGtors
9. Has
limited
availability
naGonwide
10. Used
differenGaGon
as
its
winning
strategy
6. Braun ThermoScan | 10
Step
MarkeGng
Plan
Primary Target Market
SecGon
1
1
Step
• Middle
and
upper
class
parents,
Step
2
especially
mothers
• 25-‐40
yrs
old
Step
3
• Male
<
Female
• class
A,
B,
C
• Single
<
Married
Step
4
• Working
but
family-‐oriented
• Hands-‐on
fathers
and
mothers
Step
5
7. Braun ThermoScan | 10
Step
MarkeGng
Plan
Needs,
Wants,
Demands
of
PTM
Step
2
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.
CLICK
HERE
FOR
MORE
INFO
8. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
1
PTM’s Needs, Wants, Needs
• Parents
need
to
be
assured
of
their
children’s
love
and
Step
2
well-‐being.
• Parents
want
the
best
for
their
children
and
they
Step
3
choose
Braun
ThermoScan
because
of
its
accuracy,
ease
of
use,
and
reputaGon
of
the
company
maker.
Step
4
• Parents
expect
the
product
to
deliver
its
promised
accurate
temperature
readings
in
just
a
few
seconds.
Step
5
They
also
expect
a
strong
and
enduring
thermometer
which
they
came
to
expect
from
the
products
of
Braun.
10. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
1
Competitive Position
“The New Standard in Peace of
Step
2
Mind… gives you what is most
important when taking your baby’s
temperature: confidence that you
have taken an accurate reading…
Step
3
Unlike other thermometers, the
Braun ThermoScan has unique
ExacTemp technology
Step
44
Step
with a Feedback System.”
Step
5
11. Braun ThermoScan | 10
Step
MarkeGng
Plan
Market Size
Step
1
• from
research:
Step
2
http://opinion.inquirer.net/inquireropinion/columns/view/20100710-280190/NSCB-tries-to-count-the-rich
Step
3
• 3,337,562
(middle
to
upper
class
families)
x
P3800
(cost
of
1
Braun
ThermoScan)
=
P12.7B
Step
4
• However,
ear
thermometers
are
not
popular
here
in
the
Philippines
Step
55
Step
• 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
12. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
6
Major
Brands
of
Digital
Ear
Thermometers
CLICK
HERE
FOR
MORE
INFO
13. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
66
Step
PRODUCT
ExacTemp technology
Step
7
with a Feedback System
“ confirms with a light and beep
Step
8
when the thermometer is securely
positioned and an accurate
measurement is taken. And it does
Step
9
this in just a few seconds.”
Step
10
14. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
6
Braun ThermoScan
ExacTemp
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
15. Braun ThermoScan | 10
Step
MarkeGng
Plan
ExacTemp Technology
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
16. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
6
PRICE
• not indicated in the advertisement
Step
7
• from research:
• most available now in the country is Braun
Step
8
and Rossmax; Omron was pulled out in most
medical stores
• Braun = P3800
Step
9
• Rossmax = P1000
• Braun ThermoScan is priced higher by ~75%
Step
10
• innovative and product leader as a marketing
strategy
17. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
6
PROMO
• from the ad: • from research:
• word of mouth
Step
7
• website • direct sales agents
• telephone/ toll- • freebies
free number • cross-promotions with
Step
88
Step
other products (abroad)
Step
9
Step
10
18. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
6
PLACE
From the ad and from
Step
7
research:
• imited availability nationwide
l
Step
8
• Selected independent
distributors of medical products
• elected Mercury and
S
Step
99
Step
Watsons outlets
• Internet
Step
10
19. Braun ThermoScan | 10
Step
MarkeGng
Plan
Step
6
WINNING STRATEGY
Step
7
• best
in
product
Step
8
• different
from
others
• innovaGve
• superior
quality
Step
9
Step
110
Step
0
20. Braun ThermoScan | 10
Step
MarkeGng
Plan
RECOMMENDATIONS
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
22. Braun ThermoScan | 10
Step
MarkeGng
Plan
1. Braun’s
ThermoScan’s
PTM
are
middle
and
upper
S class
parents,
parGcularly
mothers
U 2. Who
want
the
best
medical
gadgets
for
their
baby’s
health
M 3. Who
have
other
opGons
such
as
Omron,
Rossmax,
Graco,
Homedics,
Safety
1st,
M 4. Other
companies
stress
their
quick
temperature
reading
ability
A 5. Possible
market
size
is
esGmated
to
be
P12.7B
but
only
less
than
5%
of
this
actually
has
an
ear
R thermometer;
possible
nich
of
Braun
ThermoScan
Y is
3.5%
23. Braun ThermoScan | 10
Step
MarkeGng
Plan
S 6. The
product
is
a
digital
ear
thermometer
U 7. PromoGons
include
direct
sales
agents,
print
ads,
cross
promoGonal
programs
M with
other
products,
and
the
internet
M 8. Priced
in
the
middle
relaGve
to
its
direct
compeGtors
A 9. Has
limited
availability
naGonwide
R 10. Used
differenGaGon
as
its
winning
strategy
Y
24. 10 Step Marketing Plan:
Braun
ThermoScan
Rose
Ann
S.
Palma
Business
Ateneo
Graduate
School
of
and
Public
Health
Ateneo
School
of
Medicine
