f Flashcards
MARKETING AND PR INRELATION TO WELFARETECHNOLOGY
SITUATIONAL ANALYSIS
SWOT
Q: How do we identify our playing field also Marketing mix
Product
Place
Price
Promotion
OBJECTIVES
communication objectives - better customer awareness, better target customer engagement
marketing objectives - attract new customers
SEGMENTATION
Target Group Segmentation Variables
Psychographi - lifestyle, personality
behavioral - benefits sold, purchase occassion, usage
Profile - age gender, lifecycle, income, social class, geographic
Marketing mix - and why?
Marketing Mix is one of the first and most important steps because it will have an impact on the positioning, targeting, and segmentation decisions
Q: How do we identify our playing field also swot
PRODUCT
Features -
- quality and design -> simple minimalistic, hands off, intuitive, long battery life, wireless charging
- packing -> suitable, sleek
- service -> possible assistence
- delivery -> free return and delivery
- brand name and image ->
- gurantees -> 2 year warranty
F.A.B model
is used for the preparation of communication with the new target group:
PRICE
Internal
- firm level factors
- product factors
External
- market factors
- environment factors
Cost-Oriented pricing strategy
PLACE
PROMOTION/COMMUNICATIONS
PROMOTION/COMMUNICATIONS - 4 Cs
Clarity
Consistency
Credibility
Competitiveness
PROMOTION/COMMUNICATIONS Facebook ads
PR- PRESS RELEASE
CHANGE DESIGN
phase 1 ‘Prepare approach’
we defined the need for change, assessed theproduct’s current limitations and identified main areas forimprovement, such as usability, aesthetics, functionalities andreliability
phase 2 - manage change
we have set desired outcomes or more specifically goals and objectives to improve the product’s user experience, by adding additional features and changing the existing ones into more desirable ones(Prosci,2022). To continue, the approach will be used in a theoretical sense, as to what we could have done to move further along the methodology phases in the future. To address our user needs, we would develop a clear communication plan, using simple language, visual aids and use multiple communication channels. Apart from that, we’d provide interactive training sessions, user guides and dedicated helplines to those individuals who experience any challenges(Prosci, 2022).
phase 3 - sustain outcomes
the strategy could consist of regularly scheduled notifications about enhanced functionality or additional features incorporated into their devices. To promote wider awareness amongst the target group we could explore participating in presentations with healthcare professionals, senior centers or community organizations. All of this should be done while also continuously monitoring the plan efficiency to adjust it accordingly to our user needs(Prosci, 2022)
