MARKETIN

G
DESCISION
Individual Essay

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Table of Contents
INTRODUCTION..................................................................................................................2
THE PRODUCT....................................................................................................................3
TARGET MARKET................................................................................................................3

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INTRODUCTION

Marketing is the art of creating the value of the company. Marketing is the key element in
sales of the product, using a correct marketing strategy will push the sales graph off the chart.
Every successful marketing decision expresses your knowledge, depth to the current market
and understanding capabilities of human nature. It’s not the product that creates the sales it’s
the marketing tactics and present scenario which determines the growth of sales.

Product Value

Pricing Marketing Decision

Strategy

Advertising
Effectiveness

This essay reflects the product, market segment, marketing tactics and reasons behind them.

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THE PRODUCT

The product my group has selected is Dyson Supersonic Steamer. A steamer is an appliance
which is use to minimize the wrinkles with the help of high pressure steam. The steam
relaxes the fabric of clothe rather than hardening it, so it can be used on delicate clothes.
Steamers decreases the chances of damage to the fabric of clothes as well as steamers are
safer than iron as there is no physical touch to high temperature. Steaming the clothes has
many benefits apart from clearing the wrinkles out of clothes such as it eliminates bacteria’s
as well as odour from clothes with the use of steam which is 212°F and most bacteria’s
cannot tolerate temperature more than 140°F.

PRODUCT SPECIFICATION

Power 1800 watt

Steam Rate 27g/min
Weight 0.99kg
Continuous Use 12 Minutes
Number of Programmes 2
Cable Length 1.9m

TARGET MARKET
The market I am targeting is people employed in healthcare workforce in United Kingdom.
The NHS is one of the largest employers in the world as per Nuffield Trust written by Lucina
Rolewicz [ CITATION Rol19 \l 1033 ]. NHS has employed around 1.9 million people in the
United Kingdom in 2018 which includes public as well as private sectors such as doctors,
nurses and paramedics as per Office for National Statistics [ CITATION Off18 \l 1033 ]. The
demand for healthcare worker will always go up as they are an essential part in our society.
The graph below project the NHS staff growth and predicted future.

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Figure 1:Healthcare workforce in UK[CITATION The \l 1033 ]

The reason for specific market is based on demand and supply theory. The current world is
going through Pandemic COVID-19 and the health care workforce is in need of product
which can sanitize the clothes, objects and any related items which are being used by health
care workers. Health care workers has to look decent all the time while dealing with
patients. The main motive behind the healthcare workforce is to make the product
accessible to the frontline workers who are trying to save lives everyday by risking their
own. The clothes worn by healthcare workers are more exposed to the bacteria more than
any other thing. An innovation is needed to solve this problem.

At the later stage the product will be available to each individual to protect themselves. In
the current world there is a much need to sanitise every object to protect yourselves and
your family.

PRODUCT INNNOVATION AND MARKETING STRATEGY

The steamer kills bacteria’s causing skin disease as well as odour causing bacteria, but it
doesn’t has the capabilities to sanitise objects. Sanitisers are the used to make sure every
object is free of bacteria. In the recent days the market of sanitizers is increasing rapidly,
every category of sanitizers are consumed by consumer on large scale. There can be many

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use of sanitizer but in this case I am using sanitizing solution to mix with steamer to
minimize the transmission of bacteria as well as keep the clothes tidy all the time.

The strategy is to make a partnership with companies who manufacture sanitizing solutions
to support each other in this crisis, this is a perfect example of shared economy as if the
product goes successful to market it benefits multiple companies and it will make the
relation stronger. I will make a partnership with Zidac Laboratories as they are the largest
manufacturer of sanitizer in UK as per Be Cleanse[ CITATION BeC19 \l 1033 ]. The reason to
make a partnership with them is because of the production capacity of the sanitizing
solution, high-tech technology to manufacture chemicals, large network and cheaper rate of
production for a huge number of order.

Marketing Tactics:

I would advertise the product at every Hospital and private clinic as.