Marketing/ communications plan - Essay Example

MARKETING COMMUNICATION PLAN: The key factors involved in the evaluating the marketing communication plan for the proposed pacemaker include choosingthe right captive audience, choosing the right type of communication plan and avoiding the road blocks or distractions in the plan. Choosing the target audience is important as it will form the basis of your plan and will make sure that you do not astray from your plan. Similarly, choosing the right type of media is important as wrong media used will result in your message not getting to the desired audience and your product can fail.

Similarly, you need to avoid distractions and make sure that the right message gets across to the captive audience. The marketing communications for the proposed pacemaker will be in the form of both advertising and public relations. This will inform the prospective consumers about the products that we are offering to sell and it will attract the captive audience towards our product. The advertising will be informative because the productive we are offering is a health care product. They will inform consumer that the product is available in the market and is available at the price that we choose to sell it for.

These advertisements will occur in both the local and international media. Not only T.Vs and Radios will be used for advertising but we can also use other channels of advertising such as health care magazines, billboards and can put stands in medical stores and hospitals. Similarly, we can also use publicity as tools of marketing communication. This will be in the form of donating certain pacemakers to charitable hospitals. This will get people have a look at our product and to make their mind whether to buy our product or not.

In order to encourage them to buy our product, however, we will use the marketing communication tool of public relations. This will be in the forms of testimonials and message of the people who used our products and what they say about our products. It will also be in the form of what doctors say about our products. All this public relations information will be published in specialist journals so as to tell people that our product really worksSimilarly, in the beginning stage, we can support our advertising through public relations.

Apart from advertising, our company will also seek to use press releases in both national and international newspaper. Since, public relations is more credible than advertising, people will be more convinced about our miraculous life saving pacemaker. At the same time, we will complement public relation techniques through advertising by telling people how our product works and what the benefits that this product has over others are. This will convince people to buy our product and will position our products better.

Brand positioning for our product is really important and especially in life saving equipment brand positioning must be on the basis of reliability of the product. The approach of market communications will have to be aggressive so as to strong position the product. We can also held seminars guiding people about the heart diseases and how pacemakers can help people live longer. These events will be held both nationally and internationally. These events will also be advertised so that people know about what our company is doing.

Similarly, we will also guide people about what can be done to reduce the risk of heart diseases. However, the main purpose of these events will be to get our brand name and product name to the people and it becomes a household name and gets a real good brand positioning. In nutshell, marketing communication techniques for this product will be advertising, promotion and publicity because these can reach places where one in isolation cannot. References:Phillip Kotler and Gary Armstrong. (2004).

Principles of Marketing. PrenticePR Subjects. (2010). Retrieved on: 20 February 2010. http://www.aboutpublicrelations.net/K.P Yadav. (2008) . Media Management. Adyahan Publishers