Fisher & Paykel Healthcare NZ Essay

2302 Words Oct 2nd, 2013 10 Pages
“A 360 Campaign to Reach Customers”

POSTGRADUATE DIPLOMA IN BUSINESS
ADVANCED MARKETING
October 03, 2011

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY 6
II. INTRODUCTION 8
III. THE REQUIRED MARKETING FOCUS FOR FPH 10
1. Collaboration between Sales and Marketing 10
2. Managing Market Relationships 10
IV. COMPARATIVE COST ANALYSIS 16
V. CONCLUSION 17
VI. RECOMMENDATIONS 17
VII. REFERENCES 19
VIII. APPENDICES 21

TABLE OF FIGURES
Figure 1.1: Four marketing relationship elements linked directly to the scope of the FPH problem at hand

TABLE OF TABLES
Table 1.1: Comparative cost and ROI of various marketing campaign elements

I. EXECUTIVE SUMMARY
Fisher & Paykel Healthcare sells its core product, medical
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These elements include customer strategy, customer interaction strategy, brand strategy, value creation strategy, culture, people, organization, information technology, relationship management processes and knowledge management and learning.
With the collaboration and integration of sales and marketing forces, the scope of this project extends to four of these elements as depicted in figure 1.1.

Since FPH is already concentrating on its ‘people’, the following section will focus on the other 3 elements.
a) BRAND STRATEGY
According to Lindgreen (2008):
“A brand strategy describes what a company’s brand stands for, who it wants to be and how it should act to achieve that identity.”
(Lindgreen, 2008, p.164)
It is imperative for a brand to stand for certain values. But what is equally important is to communicate its standing to the customers in a way that they are able to relate to the brand. That is why it is suggested that FPH should adopt a brand activation platform for it’s humidifiers.
i) Brand Activation
Brand activation can be described as a platform for the brand that presents its customers with a united brand focus, whether it is through advertising or the internet or even on the shelves inside stores or in the ER in case of humidifiers (Brent, 2006).
In terms of brand communication, Brandactivation.nl provides a more focused definition of brand activation:
“Brand Activation is the

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