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.

The company can plan for Direct Marketing and also personal selling as a part of their
Marketing strategy

Creating Awareness: since the product baby warmer is new to the market, awareness
among potential buyers has to be built in a way that from unawareness of the product
to brand preference that fulfills the purchaser has to be achieved.
 From the case, the awareness of Incubator over baby warmer are recognized by
primary and community health center. GE should aim at creating more awareness and
reach of its baby warmer lullaby through publications such as news paper, medical
journals, practitioners annual conferences, etc.

Interactive Communication:

 Interactive marketing communication can be adopted by GE to promote baby warmer

lullaby. Here the advertising and communication must revolve mainly on the function
and working features and benefits what the product lullaby has to offer. The
advertising program has to be blended with demonstrations, experiments to
effectively achieve effective selling.

Advertising Objectives:

 Defining the advertisement objectives helps in making a realistic, measurable and

attainable advertisement goals apart from determining the budget for evaluating
marketing strategy objective.
 From the case, GE had two brands of baby warmers for Indian market under MIC
Division. The objectives laid out by GE was clear and it planned to develop warmer to
cater specifically to semi urban and rural India.

Trade Shows: Since GE’s baby warmer lullaby is new to the market and from the case it
explains that lullaby has superior quality and features along with GE’s reliable quality,
lullaby can be promoted through shows such as medical conferences, doctor’s training
programs etc.
2.What additional information you require to ensure success of your plan?

 The other information required for this marketing plan would be the different needs of
the targeted segment and the kind of products which are to be catered to this segment
 Moving from Urban to semi urban and rural (Untapped market), the need and
usability of the product required is to be known in those areas
 To know from the customers whether the brand was found more ease to use the
product and feedback from them is most important in their new product development
or in terms of conveying the product in advertisement’s or on another platform
 Which part of the channel in the marketing strategy is more beneficial to the
customers to understand the product and to converting the leads to final customers is
important to be known