PewleLLackard lmaglng

SysLems ulvlslon
Sonos 100 C/l lnLroducLlon
lssues
WhaL facLors are drlvlng Lhe ulLrasound lmaglng markeL?
Should P enLer Lhe lowend of Lhls buslness?
WhaL ls Lhe role of Lhls producL ln MC's producL porLfollo
and markeLlng sLraLegy?
Pow should Lhe Sonos be dlsLrlbuLed Lhrough a dlrecL
sales force or Lhrough manufacLurer's reps? Why?
WhaL are Lhe economlc lmpllcaLlons of your declslon?
WhaL are Lhe organlzaLlonal lmpllcaLlons of your declslon?
8esldes dlsLrlbuLlon channels whaL oLher facLors are
lmporLanL for successful markeLlng of Lhls producL?
WhaL facLors are drlvlng Lhe ulLrasound lmaglng
markeL?
W noLhlng ln[ecLed lnLo body
W no harmful slde effecLs
W 8epeaLed LesLs wlLh no rlsk Lo paLlenL
W Less Lralnlng Llme for Lechnlclans
W Less downLlme and servlce
W 8eal Llme dlsplay of movlng sLrucLures such as hearL
W lmage quallLy
Should P enLer Lhe lowend of Lhls
buslness?
W PosplLal MarkeL ls flaL
W nonPosplLal segmenL Lo be Lapped
W Selllng cycle less Lhan 30 days
W 8 u and MarkeLlng expenses for PlghLnd
producL have rlsen over Lhe years wlLh no
lncrease ln Lhe prlces
W CosL per salesrep ls much hlgher for hlgh end
producL as compare Lo low end producLs
WhaL ls Lhe role of Sonos 100 ln MC's producL
porLfollo and markeLlng sLraLegy?
W lnLernaLlonally less demand for hlgh end
producLs
W Sonos 100 ls key cardlology producL of Lhe
company
Pow should Lhe Sonos be dlsLrlbuLed Lhrough a
dlrecL sales force or Lhrough manufacLurer's
reps? Why?
Direct Sales Force Manufacturing Representative
The sales Iorce is generally aware oI the
entire product line and can cater to diverse
customers` requirements.
A business-to-business relationship between
manuIacturers and representatives. OIIer
manuIacturers an eIIicient and cost-eIIective
way to sell their products. Reps are
independent salespeople who work on
commission, i.e., the manuIacturer pays them
a percentage oI what they sell.
The sales Iorce is generally aware oI the
entire product line and can cater to diverse
customers` requirements.
Their "value-added" is their knowledge oI
that regional market. They know the buyers
in that regional market; have built up
credibility and good working relationship,
with them over time.
Greater control in selling the product.

They represent multiple manuIacturers oI
related product lines.
Direct sales channel improves
communication and builds long-term
relationship.
Improved customer Iocus help in gaining the
market share.

Direct sales Iorce is well trained to market
this product.
Removes one management layer.
Its response rate can be an indicator oI its
demand positive results or not.
The incapacity to provide direct coverage to
strategic customers makes it a little
unattractive.
The company needs to carry sales employees'
Iull costs, labour and expenses - regardless oI
sales level.

Communications is sometimes slower and
less clear when a customer communicates
with a manuIacturers` representative, who in
turn communicates with the supplier.

WhaL are Lhe economlc lmpllcaLlons of
your declslon?
WhaL are Lhe organlzaLlonal lmpllcaLlons of
your declslon?
8esldes dlsLrlbuLlon channels whaL oLher
facLors are lmporLanL for successful markeLlng of
Lhls producL?
W rlce
W romoLlon
W usablllLy
W 8ellablllLy
W leaLures
W Company lmage