Marketing Plan for Fujifilm's Eluxeo Endoscopy Camera Project

This project explores the marketing plan for Fujifilm's Eluxeo Endoscopy Camera, a high-end medical imaging device. The project aims to increase sales and market share by targeting healthcare professionals and institutions. It includes a comprehensive analysis of the product, its features (White Light, Blue Light Imaging, and Linked Colour Imaging), and the competitive landscape. The project outlines the need for the product in the healthcare sector, emphasizing the importance of early cancer detection. It details the project's objectives, scope, resource requirements (including personnel and budget), reporting structure, limitations, and quality requirements. A detailed marketing plan is provided, covering target segments, pricing, distribution, unique selling propositions, market research, marketing messages, and promotional strategies. The project also includes a time plan with key milestones and project deliverables. The overall goal is to successfully introduce and market the Eluxeo Endoscopy Camera, establishing Fujifilm as a market leader.

NAME
STUDENT ID
SUBJECT
TOPIC
DATE
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Table of Contents
INTRODUCTION......................................................................................................................3
PROJECT CHOICE...................................................................................................................3
NEED FOR PROJECT...............................................................................................................4
LITERATURE REVIEW...........................................................................................................4
Technology Advancement........................................................................................................4
Product Marketing and advertising.........................................................................................5
PROJECT OBJECTIVE.............................................................................................................5
PROJECT SCOPE.....................................................................................................................5
RESOURCE REQUIREMENT...................................................................................................6
PROJECT REPORTING STRUCTURE....................................................................................8
LIMITATIONS..........................................................................................................................8
QUALITY REQUIREMENTS....................................................................................................8
MARKETING PLAN.................................................................................................................8
TIME PLAN...............................................................................................................................9
PROJECT DELIVERABLES...................................................................................................10
REFERENCES.........................................................................................................................11
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INTRODUCTION
Project planning is a part of project management plan that involves proving or creating a clear
and sensible picture of what and how the intended or chosen project should actually look like. A
project plan gives a regular progress of the whole project plan in terms of its schedules, purpose
or objectives and goals, scope, project deliverables, resources to be used, the risk management
issues to name just but a few (Serrador et al, 2013). In other words, a project plan lists and
identifies each and every project aspect that is to be used and ensure their functionality rates as
well as their availability levels. In some cases, some project managers may assume that creating
and developing a project plan is useless and time wasting (Tohidi, 2011). However, it is a very
crucial part and activity in the project management plan which also plays a fundamental role in
ensuring project completion and succession. Basically, project planning is said to be the key to a
successful project or rather the backbone for any successful project.
PROJECT CHOICE
In this case, the project will be undertaken by Fujifilm Corporation. This is a multinational
photography and imaging company whose headquarters are located in Tokyo but with branches
and sub-holdings all over the worlds, e.g. Eastern Africa. Basically, Fujifilm wants to introduce
high end endoscopes called ‘Eluxeo Endoscopy Camera’. It has been developed with spectral
settings to target mucosal layers. It makes use of Complementary Metal-Oxide-Semiconductor
(CMOS)technology. This project will help medical systems to achieve greater accuracy, hence it
can easily detect if the cell is cancerous (malignant) or non-cancerous (benign). It allows to
access three imaging modes namely White Light, Blue Light Imaging (BLI) and Linked Colour
Imaging (LCI)(http://www.giejournal.org/article/S0016-5107(17)30180-3/fulltext). Hence,
highest standards in brightness and contrast can be achieved. To bring this product into
marketing, advertising and marketing is necessary.
Just as mentioned earlier, the project is to be performed by Fujifilm Company which is a
photography and imaging corporation. Basically, this makes the company an organization that
deals with technology advancement and improvement. Fujifilm Corporations main business
operations rotate around development, production, sale and servicing of various business
organizational documentation solutions. In addition to that, the corporation focuses mostly or
rather especially on medical imaging and diagnostic equipment or machines, cosmetics
apparatus, optical devices to name a few. In other words, the company is involved in different
business operations, with different departments and also with different business industries. With
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the fact that the company produces or manufactures equipment for healthcare purposes or rather
to be used in hospitals, clinic or in any other healthcare institution, then the company can
certainly be ready to market these kinds of products as well.
However, in this case study, the company will focus on ensuring that its new ‘Eluxeo Endoscopy
Camera’ will hit the market. With the current technology advancement, the corporation ought to
ensure that its product is well known, popular and common in most markets with the aim of
beating the competition out there. This is obviously because there are other companies in the
same business industry, probably with the same products and probably with the exact same
product idea. Therefore, I can say that Fujifilm is one of the best companies in the world that can
successfully complete this kind of project without hitches.
NEED FOR PROJECT
In this assignment, I will focus on discussing a certain project that basically relates to product
marketing in the healthcare sector. Basically, the healthcare industry of nowadays has become
one of the most crucial and most needed industries in the whole world. This is simply because of
the upcoming healthcare challenges and diseases affecting people of all ages. In addition to that,
there has been a rise in chronic or acute disease infection due to various aspects of the human life
like poor eating habits, unhealthy lifestyles, lack of body exercise to name a few (Dorr et al,
2007). Disease like cancer, heart diseases, stroke, diabetes and arthritis have certainly become
very common among today’s generations which means that it is important for the healthcare
sector to upgrade their technological support and other apparatus used to treat, care for and cure
such conditions (Coleman et al, 2017). With the current technological advancement, there have
been improvement in certain technological machines that are intended to focus on preventing and
treating some of these diseases, like cancer.
In this case, the project will focus on marketing a product that will help identify, prevent and
treat cancerous body cells. The Eluxeo Endoscopy Camera’ will be able to identify the malignant
or benign cells in a human body. According to Shaw 2012, The project will however, be able to
develop effective and efficient methods of marketing, advertising and promoting the purchasing
and usage of this product either by individuals, doctors, nurses or any other healthcare
practitioner.
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LITERATURE REVIEW
Technology Advancement
The current world-wide technology advancement has led to the production and emergence of
various equipment and apparatus that make work easier for everyone nowadays. Technology
developments means economic development, healthy living for people, healthcare sector
development and better living standards for the people among other things. Therefore, when the
technology advances, the business industry grows and becomes better which means that the
health sector grows as well. The technology engineers are able to make better, effective and
efficient machines and equipment, which is a crucial aspects especially in the healthcare industry
(Rikkert, et al, 2016). Machines for treating diseases, identifying diseases, communicating,
relating and most importantly managing chronic disease effects are developed and improved with
the aim of producing better, reliable and more acceptable results in the end of every healthcare
process. This basically means technology advancement focuses on better healthcare service
provision, better health condition management but most of all, saving human lives.
Product Marketing and advertising
In product marketing and advertising, the producers or marketers’ aim is to increase product
sales hence profit level increase. This is an activity that is carried out in order to promote the
product and make it known to the current and potential buyers of its existence. There are various
ways of marketing, e.g. online marketing, word of mouth, email marketing, inbound and
outbound marketing, content marketing, article and trade show marketing among others (Ataman
et al, 2008). All these methods are used by various companies to ensure that their products are
well known, popular and are most customers’ choice of preference among all the other products
or substitutes in the market. On the other hand, for marketing to be successful and effective to
any product and customers, the product must be different, of high quality, with attractive
packaging criteria, attractive or affordable price range to name a few features (Ataman et al,
2010). Also, it is important that every organization ensures that it has learnt as much information
as possible about its rival or competitor in the same market or with the same product. This means
that the strategic plan and decision that business organizations make, concerning marketing and
advertising criteria must certainly be in a position to purposely perform and achieve their
objectives and goals.
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PROJECT OBJECTIVE
Increase the sales volumes by more than 5% range from that of 2016 volumes
Increase the organization’s market share to be the leading market leader in the industry (most
importantly, beat Olympus which is currently the market leaders).
Increase its overall profits hence building organizational brand as well as product brand
PROJECT SCOPE
The project scope will basically include preparation of the organizations marketing plan that will
be aimed at increasing the sales volumes of the business’s new product. This will basically rely
on various business aspects, e.g. reducing product prices, increasing marketing, advertising and
promotion operations, improvising new ways to attract more customers, product differentiation,
improving product quality to name a few things. The project’s scope will focus on the main issue
which is to increase sales volumes of the product.
Product Type and Quality
The project will focus on introducing the company’s new and upgraded healthcare equipment
which is the ‘Eluxeo Endoscopy Camera’ (product). The product’s qualifications should
basically be better and more effective in terms of objective and purpose achievement than its
previous cameras. The Eluxeo Endoscopy Camera should have the White Light (WL), Blue light
Image (BLI) and Linked Colour Imaging (LCI) capability
(“http://www.giejournal.org/article/S0016-5107(17)30180-3/fulltext). These are feature that
definitely will be able to provide the high quality standards expected as well as make it
completely different from the other products in the market.
RESOURCE REQUIREMENT
Resource Type Source Quantity Skill level Budget
Project manager external 1 Experienced,
skilled and an
expert for more
than 7 years
$500,000
Software
programmers (to
programme
software suited
for advertising
internal 10 Experienced,
skilled and an
expert for more
than 7 years
$300,000
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and marketing
operations, e.g.
mobile apps)
Software/
Application
designers
internal 10 Experienced,
skilled and an
expert for more
than 7 years
$300,000
Hardware
engineers
internal 10 Experienced,
skilled and an
expert for more
than 7 years
$300,000
Users/testers internal 15 Experienced,
skilled and an
expert for more
than 10 years
$100,000
Hardware
components
external 10 Experienced,
skilled and an
expert for more
than 7 years
$300,000
Computers internal 10 Experienced,
skilled and an
expert for more
than 7 years
$300,000
Sales manager internal 1 Experienced,
skilled and an
expert for more
than 7 years
$200,000
Promotion/sales
experts
external 20 Experienced,
skilled and an
expert for more
than 7 years
$600,000
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Marketing
experts
external 10 Experienced,
skilled and an
expert for more
than 7 years
$300,000
Technology
researchers
external 4 Experienced,
skilled and an
expert for more
than 7 years
$100,000
Others e.g.
exhibition tools,
brochures, other
marketing tools
etc.
external unknown unknown $1,000,000
PROJECT REPORTING STRUCTURE
The company’s top management and the relevant stakeholders should be updated on the project’s
progress regularly and with clarity. Basically, the department leaders who include people like the
sales manager will report to the project manager who will report to the top management and then
to the company owners or decision makers.
LIMITATIONS
 Lack of enough funds to complete the project successfully
 Lack of enough potential customers interested in the product
 Potential threats from the market especially cyber threats and other related problems
QUALITY REQUIREMENTS
The product producers are expected to frequently and often upgrade the technological status of
the product by updating and installing most modern and current software system into the camera.
Additionally, the marketers are expected to use the most effective way of reaching the customers
e.g. use of brochures (excluding online marketing).
MARKETING PLAN
Project activity Target Segments Pricing/Positioning Distribution Unique selling
proposition
Market
research
Users of the
product, i.e.
Compare and
contrast
Done through
the hospitals
Very high
quality and
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doctors, nurses,
other
practitioners,
patients etc.
competitors’
pricing as well as
the product
substitutes
themselves
and direct
customer sales
pricing of the
product
Market
segmentation
Public and
private
healthcare
institutions
Product value
priority
Both direct
sales and
through
medical
suppliers
Marketing
message
The advantages
and
effectiveness of
the product
Enables better
healthcare
provision from the
healthcare
practitioners and
better disease
management for
patients
From the
hospitals,
company and
other
authorized
sellers
Offer better
healthcare
support for
both patients
and
practitioners
Promotions
plan
Advertise in
TVs, through
messages,
public boards
and meetings
etc.
Easier to pass
information to the
target market
Hold them
meetings often
and advertise as
often as
possible.
Offer better
and more
information
Plan evaluation Should be
clear, simple
and easy to
understand
Increase in sales,
profits, basically
customer increase
Very beneficial
to customers
when effective
TIME PLAN/MILESTONES
January- market research
February- market research
March- regulatory compliance
April- shipment check up
May- product training
June- product training
July- product demonstration/ marketing activities
August- product demonstration/ marketing activities
September- sales negotiations
October- increase market share
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November- project evaluation
December- project closure
PROJECT DELIVERABLES
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REFERENCES
http://www.giejournal.org/article/S0016-5107(17)30180-3/fulltext
Ataman, M.B., Mela, C.F. and Van Heerde, H.J., 2008. Building brands. Marketing
Science, 27(6), pp.1036-1054.
Ataman, M.B., Van Heerde, H.J. and Mela, C.F., 2010. The long-term effect of marketing
strategy on brand sales. Journal of Marketing Research, 47(5), pp.866-882.
Coleman, K., Austin, B.T., Brach, C. and Wagner, E.H., 2017. Evidence on the chronic care
model in the new millennium. Health affairs.
Dorr, D., Bonner, L.M., Cohen, A.N., Shoai, R.S., Perrin, R., Chaney, E. and Young, A.S., 2007.
Informatics systems to promote improved care for chronic illness: a literature review. Journal of
the American Medical Informatics Association, 14(2), pp.156-163.
Rikkert, M.G.O., Dakos, V., Buchman, T.G., de Boer, R., Glass, L., Cramer, A.O., Levin, S., van
Nes, E., Sugihara, G., Ferrari, M.D. and Tolner, E.A., 2016. Slowing down of recovery as
generic risk marker for acute severity transitions in chronic diseases. Critical care
medicine, 44(3), pp.601-606.
Serrador, P., 2013. The Impact of Planning on Project Success-A Literature Review. The Journal
of Modern Project Management, 1(2).
Shaw, E.H., 2012. Marketing strategy: From the origin of the concept to the development of a
conceptual framework. Journal of Historical Research in Marketing, 4(1), pp.30-55.
Tohidi, H., 2011. Review the benefits of using value engineering in information technology
project management. Procedia Computer Science, 3, pp.917-924.
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GANTT CHART
Market Research
Market Research
Regulatory Compliance
Shipment Check up
Product Training
Product Training
Product Demonstration/ Marketing Activities
Product Demonstration/Promotion Activities
Sales Negotiations
Increase Market Share
Project Evaluation
Project Closure
1-Jan-17 20-Feb-17 11-Apr-17 31-May-17 20-Jul-17 8-Sep-17 28-Oct-17 17-Dec-17 5-Feb-18
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