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    Business Marketing: Ge Healthcare India - The Marketing Challenge For Low-Resource Customers

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    Vanisha Enos
    GE Healthcare India faces the challenge of marketing to low-resource customers in India. Their marketing plan involves an integrated B2B approach targeting different customer segments with low-cost, high-value products. They will use a mix of push and pull communication strategies including below-the-line advertising, trade shows, publicity, direct selling, and personal selling. Additional information needed for the plan's success includes market data on public and private healthcare facilities, demographics, government spending, competitors, and customer touchpoints.

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    Business Marketing: Ge Healthcare India - The Marketing Challenge For Low-Resource Customers

    Uploaded by

    Vanisha Enos
    133 views3 pages
    GE Healthcare India faces the challenge of marketing to low-resource customers in India. Their marketing plan involves an integrated B2B approach targeting different customer segments with low-cost, high-value products. They will use a mix of push and pull communication strategies including below-the-line advertising, trade shows, publicity, direct selling, and personal selling. Additional information needed for the plan's success includes market data on public and private healthcare facilities, demographics, government spending, competitors, and customer touchpoints.

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    GE Healthcare India faces the challenge of marketing to low-resource customers in India. Their marketing plan involves an integrated B2B approach targeting different customer segments with low-cost, high-value products. They will use a mix of push and pull communication strategies including below-the-line advertising, trade shows, publicity, direct selling, and personal selling. Additional information needed for the plan's success includes market data on public and private healthcare facilities, demographics, government spending, competitors, and customer touchpoints.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    133 views3 pages

    Business Marketing: Ge Healthcare India - The Marketing Challenge For Low-Resource Customers

    Uploaded by

    Vanisha Enos
    GE Healthcare India faces the challenge of marketing to low-resource customers in India. Their marketing plan involves an integrated B2B approach targeting different customer segments with low-cost, high-value products. They will use a mix of push and pull communication strategies including below-the-line advertising, trade shows, publicity, direct selling, and personal selling. Additional information needed for the plan's success includes market data on public and private healthcare facilities, demographics, government spending, competitors, and customer touchpoints.

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    BUSINESS MARKETING

    GE HEALTHCARE INDIA – THE MARKETING CHALLENGE FOR


    LOW-RESOURCE CUSTOMERS

    SUBMITTED TO: DR SUGANT R SUBMITTED BY: GROUP B11

    ARJUN APPAIAH 18034

    DEEPA PURANIK 18070

    SIDDARTH M 18109

    LAVANYA 18138

    SOUMYA KAHAR 18170

    VANISHA ENOS 18188


    1. How would you go about planning your marketing communication? Discuss the roles
    played by the different elements of marketing communications that you have identified
    for your plan.

    PLANNING OF MARKETING COMMUNICATION

     Integrated B2B marketing communication- This will ensure all the messages delivered
    through various forms of media convey the same message to all.
    Various segments need to be identified (Premium, Performance, Value or Super value).
    The segments were then addressed with the products with objective “low-cost, high value
    innovation”.
     Pull and Push communication strategy – Need to motivate the prospective customers to
    seek our product with advancement and Ease of usability. Taking the products to the
    customers will also be beneficial to GE as they had products for different customer
    segments.
     Below-the-line advertisement- As GE MIC has a specific group to communicate BTL will be
    more appropriate in this case.

    ROLES PLAYED BY THE ELEMENTS OF MARKETING COMMUNICATION

     TRADE SHOWS: AiMeD (Association of Indian Manufacturers of Medical Devices) is the


    trade association for all types of Medical Devices including Consumables, Disposables,
    Equipments, Instruments, Electronics, Diagnostics and Implants. This is where GE can
    show physical benefits of its products (Giraffe incubator, Warmer, Lullaby, Embrace).
    Marketing through this platform will increase the chances of sales as the head of the
    hospitals/ businesses/ govt hospital heads visit such trade shows to equip their hospitals
    with the best equipments.
     PUBLICITY: News release about the new products with its features in the healthcare
    magazines and newspapers will create awareness among the among the businesspeople
    (distributors of medical equipment’s) and hospital admin heads.
     DIRECT SELLING: Selling through medical representatives and approaching the doctors
    directly and briefing about the equipments through presentations and brochures. The
    MRs can impress the prospects (CHC, PHC and HC) with the benefits of GE products and
    clarify their questions in person.
     PERSONAL SELLING: This element is important to create relationship with the hospitals
    and healthcenters. It gives an opportunity to demonstrate the product and offer the
    service portfolio.
     ADVERTISING: Advertising through websites like DotMed.com which is the world's leading
    public trading platform for medical equipment, parts and services. This is the right place
    to target online buyers.
    Advertising through print media (business and healthcare magazines).

    2. What additional information you require to ensure success of your plan?

     Information on number of small, medium and large private health care units along
    with Multi-speciality hospitals and nursing homes.
     Primary or secondary data on number of Sub-centres, Primary health centres and
    community health centres.
     Information about the people’s affordability factor. (low, medium or high class)
     Information about the infant mortality rate in each district or state.
     Information on the semi-urban and urban pollution state wise.
     Complete information about the near competitors and their range of products.
     State wise government spending on health care sector.
     The multiple touchpoints encountering, during marketing the product.
     Qualification level of medical practitioner in each district.

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