Communication plan Bluetooth Hearing Aid.
This communication plan shall include various specific objectives, tactics, target audience, estimated costs, projected timeline and success measures (Rainey, 2005). All these applications aim at launching the new product and subsequently sustain its development and market share growth throughout its lifeline in the State of Florida. This will aim at increasing the market share of the new Bluetooth hearing aid, a creative and unique innovation from Siemens.
Objectives
The following are the objectives of the company with the introduction of the Bluetooth hearing Aid. They are as follow,
Position this new product as the best-selling brands of custom hearing aids ensuring the target market has the best choices in terms of wireless connectivity, comfort and discretion. First-year Objectives: The goal is to have 3% share of the hearing aids market through unit sales volume of 250,000. Second-year Objectives: the goal is to achieve 6% share based on share and to break-even at the beginning of the period.
Build a strong brand image of the new product protecting innovation, quality, and value.
Strategy
Generate quality products that will meet the needs for people with hearing disabilities, making their life more beautiful and much easier.
Provide the state of the art instruments that meet the target group unique hearing loss based on their lifestyle (Digiovanni, 2011).
Educate the target audience on the various innovative aspects and design of the Bluetooth hearing aid that makes it transform the most natural sound to the ears.
Target Audience
The target market or audience fall into two categories. These are the consumers of the Bluetooth hearing aid products in the market. They include, the primary audience, which comprises people with hearing problems their close families, friends and relatives in Florida. The secondary audiences include hospitals, NGOs dealing with individuals with hearing impairment and ear specialists in private medical practice.
The most effective communication methods Siemens can adopt include the use of print media such as flyers, Posters and newsletters. Secondly, they can electronic modes such as websites, emails and YouTube. Another way to develop and generate awareness is through organizing multimedia extravaganzas in the whole of Florida. Finally, yet importantly, they can use large and small-scale meetings and seminars to promote the use of the Bluetooth Hearing aid amongst the target population in Florida.
COST ESTIMATES
Position this new product as the best-selling brands. Have 3% share of the hearing aids market through unit sales volume of 250,000.
Build a strong brand image of the new product protecting innovation, quality, and value.
One year
Advertisements, printing of banners, T-shirt and promotional materials.
Training Programs
Online promotion and
Search engines
Corporate social responsibilities
Partnering with media, online retailers and mega pharmacies
Public relations
Brand identity( Siemens)
Success measures
After conducting the above communication activities, there is a need to measure the effectiveness of the promotional methods in order to predict consumer behavior and attitudes and the share market position of the Bluetooth hearing aid. This will assist to know whether the product is a success in the market. The first method for measuring success involves drafting special, simple and business questionnaires (consumer research) for the target market (Rainey, 2005). This will include asking their level of know how about the product, its availability, price factor and the pros and cons. Siemens will use this information to its advantage in order to gauge the products awareness level from its launch to half year (six months). If the awareness levels increase, then there will be a steady rise in the total sale of the Bluetooth hearing aids. However, a low awareness level will initiate the frequent increase in the communication activities.
Conclusion
It is clear that the use of an effective communication plan matrix increases the total sales of a product in a competitive market like Florida. Therefore, the success of the Bluetooth hearing aid is dependent on the most viable promotional activities aimed at increasing the awareness levels of the target group. The above strategies will propel the Bluetooth hearing aid to becoming the largest innovative product in terms of market share with continuous, relevant and measurable communication plan.
References
Rainey, D. L. (2005). Product innovation: Leading change through integrated product development. Cambrdige [u.a.: Cambridge Univ. Press
Digiovanni, J. J. (2011). Hearing aid handbook, 2011. Clifton Park, NY: Delmar, Cengage Learning.
