MKT200 Project - Spring 2014-2015 Principles of Marketing MKT 200 Section 51 Page 1 Group Project For those who want to smile more Group 6 Members 1

MKT200 Project - Spring 2014-2015 Principles of Marketing...

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Page 1 Spring 2014-2015 Principles of Marketing – MKT 200 Section 51 Group Project
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Page 2 For those who want to smile more… Group 6 Members: 1. Hawra Jawad – 1046772 2. Khulud Ahmed - 1029358 3. Mona Mohammed - 1045611 Submitted to: Mostaque Ahmed Zebal Date: Sunday, 21 st of June, 2015 Table of Contents Introduction ...................................................................................................................................... 3 Segmentation and Target Market Size ............................................................................................. 4 Costs and Pricing ............................................................................................................................. 7 How Bright Smile is Different than Other Dental Clinics ............................................................... 9 Consumer Service Positioning ....................................................................................................... 10 Promotion and Advertising ............................................................................................................ 11 Distribution .................................................................................................................................... 13 Summary ........................................................................................................................................ 14 References ...................................................................................................................................... 14
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Page 3 Introduction For our Principles of Marketing group project, we chose to create a consumer service. A consumer service is the range of services provided to consumers of a product by any company that produces , markets , or supports the product. Consumer services may include technical support , warranty registration , problem notifications , account management , mediation with other vendors , or other service depending on the nature of the product purchased by the customer [Bus15]. Here, we have chosen a hospital as a consumer service that provides meditation. The hospital is a dental clinic to be more exact which will provide various attractive services different than other competing clinics. We named our dental clinic “Bright Smile” as to show people that we are offering them a service that will make their smiles, not only bright because it is healthy and clean, but also because they will be extremely happy and satisfied with our offerings and services. In today’s environment, it is not enough for doctors to rely on just the quality and reputation of the practice, but they must also create an image and brand to generate and sustain their patient base. A good reputation is still the important thing that leads to success. However, to grow the practice big enough to earn that reputation, we as a business must think outside the box. That reputation will come as a direct result of the doctor’s ability to market himself or herself in the
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Page 4 community. Health- and dental-care are businesses just like any other sector, and doctors need to apply the same principals and strategies to be profitable as other businesses [Ron15]. Marketing our dental practice is the best way to see the growth. In order to build our brand, bring in new patients, and keep current patients coming back, we have to keep our practice in front of them consistently [Joy]. In this report, we will first explain how we chose our target market, why is our service different than others, the reason for choosing our prices, how our services is fitting perfectly in the market, and finally we will shed light on the way of how we will be distributing and promoting our services. Segmentation and Target Market Size Market nowadays is dynamically increasing, it is essential for every organization to have a successful business which is able to survive to the changes in the marketplace. The core belief of marketing is change or die, so it important for every marketing manager to develop the right
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