Marketing Strategy Essay

Discuss the type of growth the fellowship testament offer and identify its primary characteristics The type of harvest-festival the caller-out forget offer is a bangle called lifetime officious grade insignia. The characteristics of this device be size and the still of use along with a lifetime guarantee. The conduct rattling band is light and portable that no one leave as yet know its on his or her wrist. Its the size of a thick rubber band and comes in different wrist sizes. It has one easy to entree button with an exigency brake icon that only needs to be pushed once to resilient the life history Alert call center in the event of an emergency.The bracelet has some(prenominal) hidden sensors that monitor a persons pulse and melody sugar and wirelessly sends this information to the Life Alert observe centers. If a modification is detected in any of the monitors the bracelets sends a signal to the centers for immediate action. The Life Alert checkup counselo rs immediately call the patient to see if they are ok. If no response is received they dispatch emergency responders right away. The bracelets uses second memory to keep the device slim and flexible. It has a flexible band that screw bend slightly.The material of the bracelet is a made of sturdy rubber that protects the electronics and its sensors. The bracelet requires a one-time setup much like a cell phone has to be programmed by Life Alert in order to ensure communication is occurring with their observe centers. The device has wifi reinforced in for local anesthetic communication. Users who mystify a wireless network can browse directly to the bracelet using a web browser. This gives them access to all the information the bracelet is recording. Discuss the fruit branding systemEntrepreneur magazine states that a branding dodge is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand s ystem (Enterpreneur, 2011). In this case a brand is invoke that consumers associate with a device or service. Life Alert has many devices, all which au naturel(p) its name on it. For display case wireless companies such AT&T sell cell phones from different manufactures but all of them have the name AT&T on them and their logo. This goes for any large high society that sells sixfold products even if the products are manufactured by another company.Another easily example is apple. Apple has mp3 players, desktops, laptops, and other computer peripherals, all have the Apple logo on them. Therefore, the branding approach for the Life Alert bracelet impart be the umbrella branding approach. The umbrella approach will help Life Alert in promoting their popular name even except. In a survey taken by ACNielsen International Research, 87% of Life Alert members said that Life Alerts security measures is a main or important factor in their finis to keep living at home rather than goi ng to a privacy institution (lifealert911, 2011).Life Alert members on an average surpass 6 more years living alone because of their services. The bracelet will not only enhance their product source but imbibe more customers. The introduction of this bracelet will increase their customer insensible and maybe appeal to those who have a serious illness. The bracelet will become the main entity of the product pull with Life Alerts name and logo. Discuss how the product fits within a product line and the depth and bigness of the line. Life Alerts bracelet is a unique product that has carved a niche in the checkup devices industry.It fits into health care products that offer emergency services for monitoring and addressing health related issues. It addresses a void in the industry and aims to support liberty in aged adults by providing state of the art monitoring and emergency services. The distinctive aspect of the Life Alert bracelet is that it is both broadens and intensifie s in scope in terms of its breadth and depth. It fits well into the product line Life Alert offers. Its an extension of the current product offerings. somewhat of the functionality the bracelet offers crosss over to other product categories.For example the bracelet now becomes competitive with blood glucose meters. Regardless, the bracelet extends the depth and breadth of the company. Explain how the product and target market strategies fit with the organisational strategy. The organizational strategy is based around a few key factors. The companys agate line domain is clearly defined and is focused towards vaned 50+ adults who wish to live an independent lifestyle. The factors that are considered are primarily geographical location, age, retirement lifestyle and medical needs.The strategy is effective as it concentrates on a few key product and ervices. Life alert employs niche marketing to devise a product strategy aimed at that targets mature 50+ adults residing mostly in Flo rida, which is a popular retirement destination, who are currently living a retired lifestyle and desire a degree of independence and who may or may not have specific medical needs. The Life Alert bracelet fits into the organizational strategy for Life Alert. Introducing the bracelet will solidify the stance in the market. The organizational strategy for Life Alert is to be most innovative company in assisting the elderly.Life Alert can take advantage of its animate organizational strategy to support and market the bracelet. The company can further expand its diversified portfolio of services by using its existent groundwork and the multifaceted use of its core resources. By including and expanding on existing product offerings the company can reduce cost and maximize return on resources. Life alert bracelet can hold the infrastructure for Life Alert Necklace, security, monitoring and emergency response services with minor additions. entirely of these services employ the kindred core organizational set up, which is the monitoring center, which maximizes service offering with stripped-down investment. The marketing strategy includes Ads in local newbornspapers or niche publications, Opt-in web sites that make use of keywords to connect with capability customers, direct mail campaigns, as well publicity through video developed for mature audiences. The bracelet can be incorporated beneath these existing marketing tools since its directed towards the same target audience.The ease of competitors entry into Life Alerts market segment is minimal as the company employs a profitable business model where users deliver an initial set-up charge for the systems and the company generates revenues each month through subscription-based monitoring costs. The company also distributes medical alert system to more than three hundred resellers and is one of the largest wholesale medical scandalise distributors in the nation, with over 200,000 medical alert devices in service. The bracelet can be an adjunct to the existing portfolio and use the same monitoring system and distribution strategies in use.The business strategy also supports innovation and product development and at place only a couple companies offer a medical alarm with two-way voice. With an additional service such as the bracelet the company will be a step ahead of its competitors and can utilize its R&D budget to support the new product. The companys ability to customize services and marketing different price points for packages will allow customers to use the bracelet with other Life Alert products and services. The new product aligns well with the companys organizational strategy and the same marketing strategy can be applied towards the Life Alert bracelet.