Marketing Strategy Essay

establish the type of harvest-feast the order will offer and secernate its primary characteristics The type of mathematical produce the company will offer is a watchstrap blazon outed feel mobile rophy. The characteristics of this device are size and the rest period of utilisation along with a lifetime guarantee. The spirit resilient band is light and portable that no one will even agnise its on his or her wrist. Its the size of a chummy rubber band and comes in contrary wrist sizes. It has one easy to access button with an emergency icon that provided needs to be pushed once to rattling the career brisk call center in the event of an emergency.The bangle has several hidden sensors that monitor a someones pulse and blood sugar and piano tunerly sends this information to the feel rattling(a) monitor centers. If a change is detected in any of the monitors the bracelets sends a signal to the centers for immediate action. The Life Alert medical examination co unselors immediately call the patient to see if they are ok. If no response is received they junket emergency responders right away. The bracelets uses flash memory to keep the device polished and flexible. It has a flexible band that weed bend slightly.The material of the bracelet is a made of hard rubber that protects the electronics and its sensors. The bracelet requires a one-time frame-up much like a cell phone has to be programmed by Life Alert in order to ensure communication is occurring with their monitor centers. The device has wifi built in for local communication. Users who have a wireless network can browse directly to the bracelet development a web browser. This gives them access to all the information the bracelet is recording. converse the product stigmatization dodgingEntrepreneur magazine states that a distinguishing strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you circulate is part o f your brand strategy (Enterpreneur, 2011). In this case a brand is name that consumers associate with a device or service. Life Alert has many devices, all which bare its name on it. For ex amperele wireless companies such AT&T sell cell phones from different manufactures but all of them have the name AT&T on them and their logo. This goes for any large company that sells multiple products even if the products are manufactured by another company.Another good example is apple. Apple has mp3 players, desktops, laptops, and other computer peripherals, all have the Apple logo on them. Therefore, the branding approach for the Life Alert bracelet will be the umbrella branding approach. The umbrella approach will help Life Alert in promoting their popular name even further. In a survey taken by ACNielsen International Research, 87% of Life Alert members said that Life Alerts protection is a of import or important factor in their decision to keep breathing at home rather than goin g to a retreat conception (lifealert911, 2011).Life Alert members on an average spend 6 to a greater extent years living alone because of their services. The bracelet will not only enhance their product line but attract more customers. The gate of this bracelet will increase their customer base and maybe conjure to those who have a serious illness. The bracelet will become the of import entity of the product line with Life Alerts name and logo. Discuss how the product fits within a product line and the depth and bigness of the line. Life Alerts bracelet is a unique product that has carved a street corner in the medical devices industry.It fits into health anguish products that offer emergency services for monitoring and addressing health related issues. It addresses a void in the industry and aims to support license in venerable adults by providing state of the art monitoring and emergency services. The distinctive facet of the Life Alert bracelet is that it is both broade ns and intensifies in scope in terms of its breadth and depth. It fits well into the product line Life Alert offers. Its an extension of the current product whirls. Some of the functionality the bracelet offers duns over to other product categories.For example the bracelet now becomes competitive with blood glucose meters. Regardless, the bracelet extends the depth and breadth of the company. Explain how the product and target market strategies fit with the organizational strategy. The organizational strategy is ground around a few key factors. The companys personal line of credit domain is clearly defined and is focused towards Mature 50+ adults who give care to live an independent lifestyle. The factors that are considered are mainly geographical location, age, retirement lifestyle and medical needs.The strategy is effective as it concentrates on a few key product and ervices. Life alert employs niche trade to devise a product strategy aimed at that targets fledged 50+ adu lts residing mostly in Florida, which is a popular retirement destination, who are soon living a retired lifestyle and desire a degree of independence and who may or may not have specific medical needs. The Life Alert bracelet fits into the organizational strategy for Life Alert. Introducing the bracelet will solidify the stance in the market. The organizational strategy for Life Alert is to be most innovative company in assisting the elderly.Life Alert can take advantage of its existing organizational strategy to support and market the bracelet. The company can further expand its diversify portfolio of services by using its existing infrastructure and the multifaceted use of its core resources. By including and expanding on existing product offerings the company can reduce cost and maximize return on resources. Life alert bracelet can utilize the infrastructure for Life Alert Necklace, security, monitoring and emergency response services with minor additions.All of these services employ the uniform core organizational set up, which is the monitoring center, which maximizes service offering with minimal investment. The merchandise strategy includes Ads in local newspapers or niche publications, Opt-in web sites that make use of keywords to connect with potential customers, direct postal service campaigns, as well publicity through Television developed for mature audiences. The bracelet can be incorporated under these existing marketing tools since its directed towards the same target audience.The ease of competitors entry into Life Alerts market segment is minimal as the company employs a profitable business model where users pay an initial set-up care for the systems and the company generates revenues each month through subscription-based monitoring costs. The company alike distributes medical alert system to more than 300 resellers and is one of the largest in large quantities medical alarm distributors in the nation, with over 200,000 medical alert devices in service. The bracelet can be an adjunct to the existing portfolio and use the same monitoring system and distribution strategies in use.The business strategy in like manner supports innovation and product development and at present only a couple companies offer a medical alarm with two-way voice. With an superfluous service such as the bracelet the company will be a step ahead of its competitors and can utilize its R&D budget to support the new product. The companys business leader to customize services and marketing different price points for packages will put up customers to use the bracelet with other Life Alert products and services. The new product aligns well with the companys organizational strategy and the same marketing strategy can be applied towards the Life Alert bracelet.