1. What procedures could the firm adopt for identifying/enlisting/ and finding the prospects who are willing to purchase this product?
2. What elements of promotion mix would be more appropriate for the company to market blood pressure instrument and why?
3. Should your promotional mix change over time? And if yes, why and how?
Case:
A manufacturer wanted to market in US a new small, electronic instrument for measuring blood pressure at home. The price of the instrument was fixed at around 500 dollars a piece.
Being a specialty product, it was perceived to have only limited clientele. As the firm had no established channel of distribution, it decided to take the direct marketing route. The product was unique in the sense that it offered the convenience of constant monitoring of blood pressure at home, in office or anywhere. It could save a lot of time and inconvenience. Since it was a relatively expensive, senior professionals, executives, and businessmen above 45 years age, having an income of more than 5000 a month were expected to be the prospective buyers.