Marketing Assignment

Group No-9
Company:
Align Technologies
 INDUSTRY OVERVIEW

• Global Orthodontics Market, Trend in market

• Product Portfolio of the Industry
• Geographical spread of the Industry
• Major players in the Industry and their market share
• Growth Drivers
 PRODUCT PORTFOLIO

• Comprehensive Products - Invisalign Treatment Options

• Non-Comprehensive Products - Invisalign Treatment Options
• Non-Case Products
• CAD/CAM Services and Ancillary Products
• iTero Applications and Tools
• Biomedical Specifications
 COMPETITOR ANALYSIS

• Major Competitors – Domestic and International

• SWOT Analysis
• Porter’s 5 Forces Analysis
• Market Share Growth as compared to the competitors
• STP Analysis
• Financial Analysis – Company wide and Peer to peer analysis
 Marketing Strategy

• Marketing to working professional in corporate/fashion

industry/film industry

• Merchandise display in beauty parlor, saloons, plastic surgery

clinics etc.

• Educating people about it's benefits over traditional braces.

• Vision statement- Everyone has the right to have confident

smile/laugh.

• Basically playing on people's insecurity and consciousness about

their looks.
 Covid-19 Impacts on Business
• Offered promotions to encourage doctors with patients in wires and brackets to switch
to our Invisalign clear aligners

• Allowed doctors to maintain their promotional status levels notwithstanding declining

sales, increased advertising and launched new media campaigns, implemented new
promotions and modified others

• All in an effort to help our customers and accelerate our mutual return to normal
operations

Investment Focus during pandemic

• Manufacturing capacity and facilities to enhance our regional capabilities;
• Sales and marketing, including additional direct sales force personnel and
consumer marketing; and
• Product and technology innovation to enhance product efficiency and
operational productivity.
 Covid-19 Impacts on Business
• Offered promotions to encourage doctors with patients in wires and brackets to switch
to our Invisalign clear aligners

• Allowed doctors to maintain their promotional status levels notwithstanding declining

sales, increased advertising and launched new media campaigns, implemented new
promotions and modified others

• All in an effort to help our customers and accelerate our mutual return to normal
operations

Investment Focus during pandemic

• Manufacturing capacity and facilities to enhance our regional capabilities;
• Sales and marketing, including additional direct sales force personnel and
consumer marketing; and
• Product and technology innovation to enhance product efficiency and
operational productivity.
 SWOT Analysis for Invisalign
Strength Opportunities (SO) Strategies
Using Invisalign Aligners strengths to
consolidate and expand the market position.
S W
Weakness Opportunities (WO) Strategies
Building strategies based on consumer oriented
product development and marketing approach.
O T
Strength Threats (ST) Strategies
Invisalign Aligners can use two approaches -
building on present strengths, or analyze the
trend and build processes to two pronged
market penetration approach..
Weaknesses Threats (WT) Strategies
Invisalign Aligners should just get out of these
business areas and focus on strength and
threats box , or on weakness and opportunities
box.