The marketing plan of Easy Braces for Dr. Toms International, Calicut, aims at increasing the sales of Easy Braces across India by 40 %. Pursed with the objective of maximizing learning in marketing, the project was successfully completed in 3 months.

1. Live Project
Marketing Plan for ‘Easy Braces’ – Dr. Toms
International, Calicut
Submitted By:
Ajey Sudeep GD Deep Singh
Hitesh Wadhwa Ramneek Bhargava
Sandeep Naik Sohil Malhotra
… Class of 2011 , IIM Kozhikode

2. Marketing Action Plan for Easy Braces
Product - Variants
Product - Finishing
• The finishing of easy braces will be improved in order to
make it more comfortable and appealable to use
• Hard edges to be smoothed out in order to make easy
braces more comfortable for use by children

3. Marketing Action Plan for Easy Braces
Product - Packaging
Type A: Packaging
for distributing
samples to the
dentists

4. Marketing Action Plan for Easy Braces
Product - Packaging
Type B: Packaging
for consumers

5. Marketing Action Plan for Easy Braces
Product - Medical Research and Trials
• Determining effectiveness of ‘Easy Braces’ in treating malocclusion and
preventing dental bad habits
• Time taken for the complete treatment of malocclusion with the usage of
‘Easy Braces’
• Extent of improvement in the observed results varying with starting age of
usage of ‘Easy Braces’ and frequency of usage of ‘Easy Braces’
• To learn about the further scope of improvement in ‘Easy Braces’, if any
• Establish trust among the dentists recommending ‘Easy Braces’ and
consumers using ‘Easy Braces’

6. Marketing Action Plan for Easy Braces
Price
• The price of easy braces will be 850/- per unit for the stockists

7. Marketing Action Plan for Easy Braces
Promotion – Advertising
• Print advertisements
 The advertising will be designed taking into consideration
- Decision Maker
- Influencers
 Advertisements can be published in magazines related to the field of
medicine, especially dentistry, e.g. Journal of Dentistry, Dental World, etc.
• Packaging – Outer, Packaging Inserts
• Point-of-Purchase displays
• Brochures and leaflets
 Distribution of pamphlets about Malocclusion and easy braces to school
children and to parents during parent teachers meet can be done.
 Promotion by distributing ‘Easy Braces’ brochure, posters and pamphlets
in Dental Colleges, Dental association conferences and dental magazines
will increase awareness regarding the product as well as the company.

8. Marketing Action Plan for Easy Braces
Promotion – Sales Promotion
• Premiums
• Fairs and Trade Shows
Promotion – Awareness campaigns
Campaigns can be organized to increase product-related
interactions:
• Dealers/Distributors
• Dentists
• Public
• School Children

9. Marketing Action Plan for Easy Braces
Promotion – Public relations and Publicity
• Articles in newspapers
- columns by renowned dentists
Promotion – Direct & Interactive Marketing
• Online Promotion using website
- Comprehensive information about the causes & prevention of malocclusion
- Forum
- Dedicated ‘Contact Us’ link for patients, dentists & dealers/distributors
• Blogs
Promotion – Word of mouth marketing
•Online promotion

10. Marketing Action Plan for Easy Braces
Place – Distribution Channel

11. Marketing Action Plan for Easy Braces
Proposed Marketing Team Structure

12. Marketing Action Plan for Easy Braces
Proposed Marketing Team Structure
Role of Marketing Team executives
- no. of employees
- area of operation
- Function
- compensation model
1. Marketing Liaison Executives
2. Product Promotion Executives
3. Tele-support Executives

13. Thanks …