A Marketing plan of Scotchcast Softcast

• Main Authors: Bascon, Jeffrey Konrad J., Bayona, Jericho John D., Buendia, Naomi Ruth, Lim, Jocelyn D., Manalese, Ardelle Marie B.
• Format: text
• Language: English
• Published: Animo Repository 1997
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16791
• Institution: De La Salle University

The casting industry, though faced with the introduction with a lot of very conventional or traditional casts, has not fully answered the needs and wants of the consumers. It is in this flight that the health care division of 3M Philippines came up with the Scotchcast Soft Cast-a semi-rigid immobilization cast. the features of this latest innovation are directed to meet the expectations of the market. Currently, the existence Scotchcast Soft Cast lacks the use of important marketing strategies. The company is not maximizing the market potential of the product in the industry, thus, resulting to a low percentage awareness. A glaring point of concern is that the product will not be able to move in the market without the necessary advertising and promotional strategies no matter how innovative it is. Thus, the proposed marketing plan aims to fully utilize the potential of the product and the market. The product development program which involves changes and improvements of the product, packaging, labeling, including the brand name were based on the results of the surveys and interviews conducted. On the other hand, a more intensive sales, advertising, and promotional strategies will be implemented to go hand-in-hand with the expansion program. In addition, a public relations program was also proposed to further boost the good image of the company. The strategies mentioned are expected to generate income for the company and improve the position of the product in the market.