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offer now. Moreover, the cost of the business for those orthodontists should be reduced at least %30 to make them earn more money than they actually earn from the traditional brace system. With this way, they will think that it is worth to practice and satisfy. The company should use this sale strategy for 2 yearswithout any changing to stabilize the product in the market.*Win-Win.On the other hand, we also know why the general practice dentists do not have a positive look on Invisalign®Brand system. Since most of the general practice dentists have no license or skill to practice any orthodontic work, they have to send the patient who has a problem with malocclusion or whatsoever to any orthodontist. Unfortunately it seems neither fair nor profitable. So, in order to recompense the general practice dentist, the company itself should come to them with an offer says ‘’ these are the orthodontists who our company works in the area. Whenever you send a patient to any orthodontist we work with, you will get 15% incentives from our company.’’ It is actually creating a chain between the orthodontists and general practice dentists via our company’s channel. The company will actually plan to pay their incentives from each Invisalign®Brand system that the orthodontist will use, and the company still reduces the profit margin from each product. Unfortunately, It is supposed tobe the part of the strategy that will be used for 2 yearswithout changing.In order to increase the brand awareness, as the company did last time by spending $40 million budget to advertise the Invisalign®Brand nationwide, for this time, the advertising strategy should be based on a low cost budget and concentrated on Beauty Conscious major segment in consumer type. By having an aggressive advertising strategy specifically focused on smiling and before-after pictures on billboards, where are close to the orthodontist clinics, and the direct mail marketing strategies would create a buzz. However, as a detail in the direct mail, there should be section written ‘’Recommended Orthodontists’’ who are actually the ones the company work with. This advertising campaign should not be throughout the year; the sessions are fall, winter and the beginning of spring. Lastly,
the company should start to advertise this unique advertising campaign after all these recommendations above are set.