HEWLETT-PACKARD IMAGING

SYSTEMS DIVISION: SONOS

100 C/F INTRODUCTION
DEBSMITA BISWAS
DIVEKAR GANESH BANDU
G. SAMEERA SREE DEEPTI
RAHIL SHEIKH
SOM SEKHAR THATOI
DEORI ADARSH KUMAR

NON HOSPITAL SEGMENT

Low- performance products

Demonstrations can be given by sales people

Easy transportation of equipment

Selling cycle : 30 days or less

Discounts customized for the buyer : Imperative for sales

people to develop financial packages

Conversions are important

Dont need value-added services

Lesser trade-up potential

DILEMMA IN SELLING SONOS 100

C/F

Incentives based on dollar volumes.

Though high-performance products have a longer selling cycle
time, they also have higher demand (47% units) and also has
75% of revenues
Sales persons are not inclined to selling high-priced products

DIRECT AND INDIRECT CHANNEL DECISION

MPG Sales Representative

Manufacturers Reps

Help build a relationship with the

Trained in the marketing skills of
customer segment required for the
particular business
non-hospital segment
Sound negotiation skills
Dedicated sales force training for
imaging sales
Price-sensitive : Direct representation
is necessary
Can build on loyalty (upgrades can be Lack technical knowledge should be
sent timely)
provided with training, inventory,
consignment, credit and collection
services
Need training, pricing and other
Higher cost-per-dollar charges
types of training
($.3 - .4 compared to $.23)
Budget constraint
No direct control

MARKETING PLAN

Target segment : Non hospitals

Recommendation for Sales channel : Direct salespeople

Loyalty important when competition selling at almost same prices and

less significant PoD

Product price is low : Hence cost-per-dollar should be low

Increasing non-hospital market requires a dedicated sales force to

maintain leader position

Incentive : Commission based on per unit sales only for non-hospital

segment