Young Women & Breast Cancer

Question: Discuss about the Young Women Breast Cancer. Answer: Introduction Among young women, breast cancer occurrences are quite common. In the US, less than 5% of breast cancer women patients fall under the age group of 40. Detection of breast cancer is difficult. Generally, in young women the tissues in the breast are denser than in older women. SO, by the time the lump is big enough to be detected it is delayed (Komen, 2001). One of the very effective and first steps taken by medical practitioners is surgery. The idea is to remove the cancer ingrained in the breast tissue so the chances of its revival are erased. However, this also signifies one is left with one breast and an entire life of new adjustments to make. Women, who have gone through mastectomy, which is removal of the breast, affected with cancer finds it very difficult to wear clothing especially innerwear that can hide the fact. One such brand named Queen Zaria, has made a great effort to provide bras customized for women affected with breast cancer. It is the brainchild of Kamya, who is 24, a Commercial Pilot and herself a survivor of breast cancer. When she underwent surgery along with her own discomforts the biggest one was finding a proper bra. So, she started this endeavor to help other women fight post surgery psychological trauma by providing effective and gorgeous lingerie to them (Anonymous) . This report is to ascertain how or what services Queen Zaria will offer, how the brand can use Word of Mouth and move ahead spreading awareness, where digital methods of marketing will lack in such a sector and how using traditional methods of marketing this niche market can be utilized to its maximum. The brand is recently opening in the Melbourne and Auckland market and wants to study the marketing niche to be followed for this area. Services that should be offered by Queen Zaria brand Kamyas Queen Zaria line of breast cancer survivor womens innerwear is essentially comfortable and an elegant range of lingerie. All the pieces are made carefully with thorough research made by team. Neither the lingerie rubs with the scars, but beautifully hides them for a better presentation. The brand believes in empowering women to go beyond any obstacles in life and be the best at what they are good at (Abrahams, 2016). Here are some of the services outlined by the brand that they will offer:- a) Comfort beyond imagination b) Elegancy in style c) Reasonable but chic d) 24 by 7 support e) Quality products Marketing by Word of Mouth Steps taken by Queen Zaria to promote using Word of Mouth are worth mentioning. Such kind of marketing has today attracted a great deal of attention of the consumers (Trusov, 2009). When hundreds of people start talking about your product and service it transforms the fate of the firm. A small silly moment, a warm smile or a comfortable hand shake can even bring a smile in a woman who has just survived breast cancer. Such is the impact of the disease that it gives everyone a near death realization. Hence, the best way to spread awareness about the Queen Zaria lingerie line, Kamya chose Word of Mouth at the point of contact. For building it up she focused on the following areas:- Step 1 Find people The best way is to find people who have survived such cancer type and start placing benefits and features of the product in those communities. So, finding out bloggers, influencers, groups, survivor and people is the first step. Step 2 Discuss topics Start conversations about the disease in related forums and communities. Here one can place offers and advantageous about the product itself. Step 3 Medium Spread the message here that where one will find such products. You can use a bit of digital marketing, email marketing here to spread the news. Simple spreading coupons, handouts or brochures can further help spread the word. Step 4 Joining conversations This is the crucial part where you talk and interact and erase all doubts of the potential customer about the product. Step 5 Track It is important to measure everything people are saying. Based on these feedbacks products can be made better (Sernovitz, 20150. Digital Marketing Backfires A realization, that to spread news about a product like Queen Zaria range of lingerie for breast cancer survivors, digital medium will not help in all its sectors. For example, one very common way of digital marketing is social media. Well, we agree to that. But, thinking from the point of view of the very woman who has recently underwent a surgery showing herself out there in the world will be tormenting. So, one cannot expect a lot of response coming from social media. Another way of using digital marketing is to send push notifications to people having the mobile app for the product, if they have. Well, that would also backfire. People who are into marketing must never ignore the influence of their marketing on the customer's experience (Waxer, 2015) People want to forget unfortunate events like going through cancer treatment. Sending push notifications will be insensitive and a great reminder to them about their disease. No activity that can stir negative emotions in the mind of the cancer survivors must be used for marketing. Digital marketing methods like sharing personal life experiences and how one has been benefitted by the product will also not work out properly due to the sheer privacy of the matter. Sometimes when one expects customers to gain trust certain steps can accidentally raise distrust and discomfort (Cugelman, 2016) New out of the box marketing techniques Queen Zaria wants to make their presence strong in their recently opened outlets in Melbourne and Auckland. The best part about the brand is that it is catering to niche public and not to general one. Hence, one can think of some out of the box ideas. A very common method will be communicating and partnering with the hospitals and clinics where breast cancer surgery is being done. When a patient comes to the hospital with the hope of survival they are easy to go away with the surgery without second thoughts. As it is a matter of their own life. However, no one wants to be physically less than others. If the product is recommended by the hospital along with their treatment package then it gives genuinity, reliability and positivity to the patient. When she loses something she is given something in return. Hence, the brand must make sure the quality of product is 100% at par with the industry standards and then recommend it to the hospital. So, basically giving these cancer surviving women exactly what they need one can do marketing of the product inherently(McBride, 2015) One another way of marketing is traditional method like advertisements, web media or the print media. One can take part in events and forum meets spreading awareness of cancer. And then carefully placing the brand in the visibility of people who came in these events. Remember not everyone out there is willing to disclose that they have undergone a breast removal surgery due to cancer. It is indeed a fun but challenging work (Budge, 2016) Lingerie for women who has survived breast cancer can really act as a boost of confidence. Women always love to look beautiful no matter what happens. It is just the way they think and that can never be changed perhaps. No disease or sickness can bog down the spirit of a woman who wants to do something in her life. So, the best gift that can be given to her is beauty itself. These comfortable, cute and functional bras can lift up their spirits like never before (Wilbur,2015) References Komen, S. (2001), Young women breast cancer, Retrieved from https://ww5.komen.org/uploadedFiles/_Komen/Content/About_Breast_Cancer/Tools_and_Resources/Fact_Sheets_and_Breast_Self_Awareness_Cards/Young%20Women%20and%20Breast%20Cancer.pdf Anonymous, Working women and breast cancer, Retrieved from https://www.breastcancerfund.org/assets/pdfs/publications/working-women-and-breast-cancer.pdf Abrahams, M. (2016), This Designer Created a Lingerie Line and Community for Breast Cancer Survivors, Retrieved from https://observer.com/2016/04/this-designer-created-a-lingerie-line-and-community-for-breast-cancer-survivors/ Sernovitz, A. (2015), The Five Ts of word of mouth marketing, Retrieved from https://wordofmouthbook.com/download/five-ts.pdfTrusov, M. (2009), Effects of Word-of-Mouth Versus Traditional Marketing, Retrieved from https://bear.warrington.ufl.edu/weitz/mar7786/Articles/Trusov%20et%20al%202009%20social%20network.pdf Cugelman, B. (2016), Psychological backfiring. R https://www.dmnews.com/customer-experience/its-time-to-face-marketings-impact-on-customer-experience/article/435386/etrieved from https://www.alterspark.com/blog/psychological-backfiring-psychology-can-damage-websites-apps-digital-marketing Waxer, C. (2015), It's Time to Face Marketing's Impact on Customer Experience, Retrieved from https://www.dmnews.com/customer-experience/its-time-to-face-marketings-impact-on-customer-experience/article/435386/ Wilbur,H. (2015), Women who have undergone mastectomies deserve sexy bras, too, Retrieved from https://mashable.com/2015/10/17/post-mastectomy-bras/#BLryhPHsRkqj Budge,L. (2016), Breast cancer survivor designs own range of fashionable post-surgery bras, Retrieved from https://www.nottinghampost.com/breast-cancer-survivor-designs-range-fashionable/story-28954360-detail/story.html McBride, L. (2015). Shaping the future for breast cancer survivors, Retrieved from https://www.independent.ie/business/irish/shaping-the-future-for-breast-cancer-survivors-31118356.html