Marketing Plan, Alphabet Inc, Marketing Segmentation and Targeting and Competitive Environment

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Creating a Marketing Strategy for Alphabet Inc.

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

December 1, 2022

Creating a Marketing Strategy for Alphabet Inc.

Alphabet Inc. will be looking to venture into smart contact lenses to help people with eye problems such as glaucoma and color blindness. Providing patients with flexible smart contact lenses that can sense eye pressure and release a drug on demand could see the company help many patients suffering from eye diseases. The company can undertake mass production because of its advanced software development experience and the manufacturing ability at Alphabet Inc. It will also have the legitimacy of creating a strong product because it already has strong market leadership in software and operating systems such as Android, known for powering over 72% of smartphones worldwide. The reliability levels and customer loyalty for Alphabet Inc. products is a strength that will propel the launching of smart contact lenses to the level of existing companies dealing with the same product domain, Alphabet Inc. Therefore, the companies marketing strategies will leverage the strengths and opportunities available to reach customers.

Product

Alphabet Inc. smart contact lenses are a product that will help deliver drugs on demand to patients through sensing eye pressure and help people with color blindness visualize colors well. The new model integrated with a multifunctional bio-sensing ability provides an important stage in diagnosing eye disease and treatment (Salih, 2020). The product will be fitted with biosensors that monitor eye characteristics, including pressure and ocular fluids enabling doctors to know the real problem affecting the patient. The integrated system will also be able to collect information that will help diagnose blindness causes such as glaucoma and keratitis. The information collected by the smart lenses will be stored and transferred to the doctors through an android system, helping them make effective clinical decisions for the client. The lenses will also be fitted with polymethyl methacrylate and a red dye to help filter wavelength properties. The contact lenses will be a game changer in the field, as they will solve some of the leading eye problems

Price

The price of this product will be available in eye clinics and other health facilities at the cost of between $120 to $2000 a year. Our price model will be accommodative to all, including allowing the use of insurance covers for health care to pay for the lenses. The pricing will be payable with credit points earned on our online platforms for selling the lenses.

Promotion

Alphabet Inc. will leverage its rich network in promoting the product to the market. For instance, the company will create a YouTube ad running on all geographical areas we are targeting to create sensitivity on eye care through Alphabet Inc.'s smart contact lens. Before the product is released to the market, a launch will be conducted at our headquarters to announce the collaborative effort of other partners and Alphabet smart lenses.

People

The lenses will target people with eye problems and color blindness. The company will rely on the large customer base using our established products worldwide. All our dealers will collaborate with eye care experts to provide needed information on how the product works and the importance of choosing this product over others that have already been in the market. There will be an open platform where customers can leave feedback and a direct mailing that will enable customers to conduct us in case of any complaint or compliment.

Process

The process of marketing Alphabet smart lenses follows five steps: defining the brand, identifying the customer profile, creating strategy, executing, and receiving feedback. After undertaking the first three steps, the company wants to execute the program and receive customer feedback. After feedback, the company will undertake any corrective measures or apply improvements.

Physical Evidence

Our product will have physical evidence worldwide, as they will be able to purchase our product online as well as in medical eye care outlets near them. The product will be packaged uniquely to distinguish our product from other related products. It will have our parent company's logo. It will also use modern technology to prevent any damage or exposure to germs. The packaging will include a lottery so customers can win android products when purchasing.

References

Salih, A. E., Elsherif, M., Ali, M., Vahdati, N., Yetisen, A. K., & Butt, H. (2020). Ophthalmic wearable devices for color blindness management.  Advanced Materials Technologies,  5(8), 1901134.