Digital Angel Harvard Case Solution & Analysis

Digital Angel is considering the appropriate marketing plan for the launch of its new device locator. The device, watch and pager worn in combination, provides information about the location of GPS and heart rate monitors and body temperature through the body sensors. Parents of young children and caregivers of patients with Alzheimer's disease are the initial target markets for the device, but no less than 26 potential markets have been identified for this product. Brand building and create a positive word of mouth plays a central role in the marketing plan. But the technology also raises concerns about privacy issues and the benefits of the product are complex and difficult to communicate. "Hide
Youngme on the Moon, Kerry Herman Source: Harvard Business School 20 pages. Publication Date: November 9, 2001. Prod. #: +502021- PDF-ENG

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