Citizen healthcare products marketing tips(2)

MARKETING OF CITIZEN HEALTHCARE

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ISLAND GATEGeneral Trading Co LLC © 2013

CITIZEN SYSTEMS JAPAN

INDEX

Brand Sensitivity

Facing Competitors

Advertising. Why & How

Preparing Marketing Materials

In Store Advertising

Market Share

Target Markets

Market Segments

Personal vs. Medical Use Market

Training Sessions

Benefits and Accuracy Promotion

Pricing Categories

Do Different

Intensive Plans for Medical Area

Beat Up Resistance

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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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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


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Facing Competitors

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 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.


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Market Share



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.)

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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

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Target Markets

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Bought by Direct Patient.

Purchased as Gift

Impulse Unplanned Buy


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Market Segments



Personal use In every home minimum one BPM is required.


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Personal vs. Medical Use Market

Clinical use:

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



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.

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Training Sessions

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.



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.


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Benefits and Accuracy Promotion



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.


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Beat Up Resistance



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.

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Intensive Plans for Medical Area



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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.


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Do Different



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.


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Pricing Categories



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.


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Advertising. Why & How



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.


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In Store Advertising



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.


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Preparing Marketing Materials




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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)