Fisher & Paykel Healthcare NZ
“A 360 Campaign to Reach Customers”
POSTGRADUATE DIPLOMA IN BUSINESS
ADVANCED MARKETING
October 03, 2011
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY 6
II. INTRODUCTION 8
III. THE REQUIRED MARKETING FOCUS FOR FPH 10
1. Collaboration between Sales and Marketing 10
2. Managing Market Relationships 10
IV. COMPARATIVE COST ANALYSIS 16
V. CONCLUSION 17
VI. RECOMMENDATIONS 17
VII. REFERENCES 19
VIII. APPENDICES 21
TABLE OF FIGURES
Figure 1.1: Four marketing relationship elements linked directly to the scope of the FPH problem at hand
TABLE OF TABLES
Table 1.1: Comparative cost and ROI of various marketing campaign elements
I. EXECUTIVE SUMMARY
Fisher & Paykel Healthcare sells its core product, medical humidifiers to doctors and hospitals by completely relying on sales representatives and distributors to educate customers and sell products. FPH now wants to also find other ways to educate and sell to the customers. This report proposes a 360 degree marketing campaign to reach FPH customers from various angles.
Based on secondary research, it is advocated that a combined focus on sales plus marketing should be achieved by FPH. Besides concentrating on its sales force, FPH also needs to manage its market relationships in three main ways.
• By creating and executing a better brand strategy
• Achieving a customer focus
• And improving the quality of customer interactions
It is suggested that that FPH executes a brand recognition and differentiation strategy by creating a brand activation platform to integrate communication across customer audiences. This will make the FPH brand come alive by evoking interest, inducing trial and eventually achieving loyalty. It is further suggested that the activation platform of ‘Educating customers about respiratory care’ be adopted.
To achieve a better customer focus and improved customer interactions, creation of high involvement direct
POSTGRADUATE DIPLOMA IN BUSINESS
ADVANCED MARKETING
October 03, 2011
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY 6
II. INTRODUCTION 8
III. THE REQUIRED MARKETING FOCUS FOR FPH 10
1. Collaboration between Sales and Marketing 10
2. Managing Market Relationships 10
IV. COMPARATIVE COST ANALYSIS 16
V. CONCLUSION 17
VI. RECOMMENDATIONS 17
VII. REFERENCES 19
VIII. APPENDICES 21
TABLE OF FIGURES
Figure 1.1: Four marketing relationship elements linked directly to the scope of the FPH problem at hand
TABLE OF TABLES
Table 1.1: Comparative cost and ROI of various marketing campaign elements
I. EXECUTIVE SUMMARY
Fisher & Paykel Healthcare sells its core product, medical humidifiers to doctors and hospitals by completely relying on sales representatives and distributors to educate customers and sell products. FPH now wants to also find other ways to educate and sell to the customers. This report proposes a 360 degree marketing campaign to reach FPH customers from various angles.
Based on secondary research, it is advocated that a combined focus on sales plus marketing should be achieved by FPH. Besides concentrating on its sales force, FPH also needs to manage its market relationships in three main ways.
• By creating and executing a better brand strategy
• Achieving a customer focus
• And improving the quality of customer interactions
It is suggested that that FPH executes a brand recognition and differentiation strategy by creating a brand activation platform to integrate communication across customer audiences. This will make the FPH brand come alive by evoking interest, inducing trial and eventually achieving loyalty. It is further suggested that the activation platform of ‘Educating customers about respiratory care’ be adopted.
To achieve a better customer focus and improved customer interactions, creation of high involvement direct
References: ASPR (2011). Full list of national, international & other respiratory organisations. Retrieved on September 28, 2011 from http://www.apsresp.org/links.html BrandActivation.nl (n.d.) September 27, 2011 from http://www.brandactivation.nl/en/theory Brent, P Facebook (2011). Facebook fanpages. Retrieved on September 28, 2011 from http://facebook.com Fugh-Berman, A., Alladin, K., & Chow, J. (2006). Advertising in Medical Journals: Should Current Practices Change? PLoS Medicine Lindgreen, A. (2008). Managing Market Relationships. Surrey, England: Gower Publishing. Meunier-FitzHugh, K.L., & Piercy, N.F. (2007, winter). A study of collaboration between sales and marketing and its effect on business performance Morel, P., Preisler, P., & Nyström, A. (2002). Brand Activation. Starsky Insight. Retrieved on Sept 26, 2011 from http://.metro-as.no/pdf/fagartikler/Brand%20Activation.pdf Turner, C.R