BUSINESS MARKETING

GE HEALTHCARE INDIA – THE MARKETING CHALLENGE FOR

LOW-RESOURCE CUSTOMERS

SUBMITTED BY: GROUP B11

SUBMITTED TO: DR SUGANT R 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.