1. MARKETING PLAN: INTEGRATED MARKETING COMMUNICATION
The Integrated Marketing Communication (IMC) is a plan in business that brings together all the forms of communication meant to promote, advertise and launch a new product into the market (Ganni, 22).
This IMC is designed for Labometric Device. It is a plan for illustrating opportunities of promotion and objectives of IMC which will be majorly climaxed with advertisement.
Labometric Device is a medical diagnosis technology brand which is meant to provide diagnostic solutions in health centers and medical research institutions. We shall pack this magnificent tool with a conspicuous brand to enhance our brand image.

2. The product will be sold at affordable price and in complete form to relieve the consumer from looking for other peripherals to compliment it. The brand market will first be created in Costa Rica and finally expanded to the world market. It is anticipated that clients from Costa Rica specifically will not love Labometric Device because it is a new technology, but because it is a local technology that surpasses international inventions.
Being that Labometric device is a new brand which is yet to be launched, there is need of creating its awareness through constant advertisement and promotions in the potential market.
The chief objective of this IMC Plan is to create and build a brand image which is strong and also enhance brand awareness which will eventually improve the image of Labometric Device.

3. Marketing Objectives
To realize at least 6.5 million Us Dollars on cash sales of Labometric Device in the first eight months of its launching.
To achieve net profit of at least 15% on the sale made on the Labometric Device within the first eight months.
To achieve market leadership in the medical laboratory diagnosis technology in Costa Rica in particular and the world in general.
Promotion Opportunity Analysis
Our marketing strategy is to ensure that brand awareness is created immediately the product is launched. Our anticipation is to make Labometric Device the best medical diagnostic tool in the consumer’s mind. We shall ensure that our target markets such as health care centers and medical research institutions understand the vitality of Labometric device. Through this, we shall build loyalty with them and hence dominate new markets.

4. Again, the pricing strategy of Labometric Device will be set slightly higher than our competitors to get maximum profit and also to convince consumers that we are offering more superior products than our competitors. In the same line, we shall promote the product using the events of charity, tourism, celebrities of Costa Rica and sponsorships. Besides this, the target market will be reached using TV and Radio commercials, trade shows, magazine ads and internet channels.
Communication Analysis
The market of medical diagnosis is very big and therefore it is expected that Labometric Device will a very big market share. We shall minimize the cost of communication and promotion while at the same time adopting successful strategies for communicating the brand.

5. Since this is a high end technological product, we shall advertise it through trade shows, magazine ads and direct marketing. Advertisement through magazine ads will be used to continue reminding our loyal customers to continue buying and using the Labometric Device. Direct marketing will be achieved through sending periodic catalogs to clients who have capability of buying Labometric Device. Trade shows will be used as a communication channel to foster relationship between us and the consumers. Finally the product will also be promoted through online website (internet) of our company and social networks of consumers.

6. Competitive Analysis
Despite the fact that there is competition in the medical diagnosis business, we hope that Labometric Device will not experience competition in the market. This is because of its unique development and the methodology of launching it. Again, being that it is a technological program, we shall keep on upgrading and improving the server that controls it so as to cater for the dynamic standards of medical industry. This will make us not to have any competitor hence gaining monopoly in the market.
Opportunity Analysis
A deep analysis of the medical technological market of Costa Rica in particular and the world in general shows that Labometric Device has several opportunities of becoming market leader. It is these opportunities that will be used to reveal how distribution and consumers’ prevalence will be pursued. This is illustrated as follows:

7. a) Consumers
-The product image will be enhanced through our unique and conspicuous approach of marketing. This will make consumers proud of adopting Labometric Device.
-The Costa Rica market will readily adopt Labometric Device hence a great opportunity of getting big market share.
b) Distribution
-Labometric Device will have an opportunity of increasing market share by adopting the technique of selective distribution. The device will be tailored in different sizes and standards to cater for even small sized health care centers. This will make us to infiltrate all the targeted markets.
-Labometric device will also be distributed directly through internet and catalogs leading to the opportunity of customer traffic.

8. IMC Budget
Labometric Device total expense budget is stipulated to be $2.5 million. This budget will be divided into two to achieve consumer oriented objectives and distribution oriented objectives.
Consumer oriented Objectives
This will take $1.5 million because it is the major business of this IMC. It is the budget that will cater for creating awareness on the brand, advertisement and promotion services
Distribution Oriented Objectives
This will be given $1 million because it only addresses the channel of distribution.

9. INTEGRATED MARKETING COMMUNICATION PLAN (IMC)
Project
INTEGRATED MARKETING COMMUNICATION PLAN (IMC)
Action Item
IMC is a plan that links together all form of communication aimed at promoting and advertising a product.
Description
Labometric Device is a medical laboratory diagnostic tool that is meant to provide instant medical solutions.
Objective
To achieve market leadership, realize higher cash sales and net profits within the first eight months of launching.
Target Market
We target medical industry in Costa Rica in particular and the world in general. Most specifically, we target hospital, learning/medical research institutions, pharmaceutical centers and homesteads.
Budget
The total IMC Plan budget will be $2.5 million which will cater for both consumer oriented objectives and distribution oriented objectives
Metric
The success of this IMC plan will be measured through promotion opportunity analysis, communication analysis, competitive analysis and opportunity analysis.

10. REFERENCE
Ganni, Gemma. Sample Marketing Plan. USA: McGraw Hill Publishers, Print
Johnson Jamie and Smith Amy. Marketing Plan. London: Routledge, Print