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    Hewlett-Packard Imaging Systems Division

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    Adarsh Kumar Deori
    This document discusses marketing strategies for Hewlett-Packard's Sonos 100 C/F product in the non-hospital medical imaging market. It notes that the non-hospital market prefers low-cost, easy to transport equipment with quick sales cycles. It recommends using a direct sales force for this segment due to the need for low prices, building customer loyalty, and training dedicated to medical imaging sales. The marketing plan suggests targeting the non-hospital segment with direct salespeople and offering commissions based on unit sales volume to incentivize pursuing this important and growing market.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Hewlett-Packard Imaging Systems Division

    Uploaded by

    Adarsh Kumar Deori
    218 views5 pages
    This document discusses marketing strategies for Hewlett-Packard's Sonos 100 C/F product in the non-hospital medical imaging market. It notes that the non-hospital market prefers low-cost, easy to transport equipment with quick sales cycles. It recommends using a direct sales force for this segment due to the need for low prices, building customer loyalty, and training dedicated to medical imaging sales. The marketing plan suggests targeting the non-hospital segment with direct salespeople and offering commissions based on unit sales volume to incentivize pursuing this important and growing market.

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    HP imaging system

    Original Title

    Hewlett-packard Imaging Systems Division

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    This document discusses marketing strategies for Hewlett-Packard's Sonos 100 C/F product in the non-hospital medical imaging market. It notes that the non-hospital market prefers low-cost, easy to transport equipment with quick sales cycles. It recommends using a direct sales force for this segment due to the need for low prices, building customer loyalty, and training dedicated to medical imaging sales. The marketing plan suggests targeting the non-hospital segment with direct salespeople and offering commissions based on unit sales volume to incentivize pursuing this important and growing market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    218 views5 pages

    Hewlett-Packard Imaging Systems Division

    Uploaded by

    Adarsh Kumar Deori
    This document discusses marketing strategies for Hewlett-Packard's Sonos 100 C/F product in the non-hospital medical imaging market. It notes that the non-hospital market prefers low-cost, easy to transport equipment with quick sales cycles. It recommends using a direct sales force for this segment due to the need for low prices, building customer loyalty, and training dedicated to medical imaging sales. The marketing plan suggests targeting the non-hospital segment with direct salespeople and offering commissions based on unit sales volume to incentivize pursuing this important and growing market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 5

    HEWLETT-PACKARD IMAGING

    SYSTEMS DIVISION: SONOS


    100 C/F INTRODUCTION
    DEBSMITA BISWAS
    DIVEKAR GANESH BANDU
    G. SAMEERA SREE DEEPTI
    RAHIL SHEIKH
    SOM SEKHAR THATOI
    DEORI ADARSH KUMAR

    NON HOSPITAL SEGMENT

    Low- performance products

    Demonstrations can be given by sales people

    Easy transportation of equipment

    Selling cycle : 30 days or less

    Discounts customized for the buyer : Imperative for sales


    people to develop financial packages

    Conversions are important

    Dont need value-added services

    Lesser trade-up potential

    DILEMMA IN SELLING SONOS 100


    C/F

    Incentives based on dollar volumes.


    Though high-performance products have a longer selling cycle
    time, they also have higher demand (47% units) and also has
    75% of revenues
    Sales persons are not inclined to selling high-priced products

    DIRECT AND INDIRECT CHANNEL DECISION


    MPG Sales Representative

    Manufacturers Reps

    Help build a relationship with the


    Trained in the marketing skills of
    customer segment required for the
    particular business
    non-hospital segment
    Sound negotiation skills
    Dedicated sales force training for
    imaging sales
    Price-sensitive : Direct representation
    is necessary
    Can build on loyalty (upgrades can be Lack technical knowledge should be
    sent timely)
    provided with training, inventory,
    consignment, credit and collection
    services
    Need training, pricing and other
    Higher cost-per-dollar charges
    types of training
    ($.3 - .4 compared to $.23)
    Budget constraint
    No direct control

    MARKETING PLAN

    Target segment : Non hospitals

    Recommendation for Sales channel : Direct salespeople

    Loyalty important when competition selling at almost same prices and


    less significant PoD

    Product price is low : Hence cost-per-dollar should be low

    Increasing non-hospital market requires a dedicated sales force to


    maintain leader position

    Incentive : Commission based on per unit sales only for non-hospital


    segment

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