Upload
aashishpoladia
View
198
Download
12
Embed Size (px)
DESCRIPTION
relabs is a steam cell company
Citation preview
EMBA Batch-Year 2012-2013
Vision
Helping people to enhance the Quality of Life.
Mission
Spread Awareness, for an alternative paradigm of therapy that is less intrusive and more connected to life.
Corporate Objective
To be amongst the Industry Leaders in Stem cell Banking & Therapy Solutions.
Values
• Quality
• Integrity
• Commitment to Society
Differentiation
Latest technology ensuring the safety and security of the produce
Value Proposition
Reliability
TechnologyQuality
Value Driver
Technical Competency & Innovation
Quality Stem Cell solution – Near You
Tactics
Strategy
Objective
Problem
Analysis
Marketing Plan
Value Chain Analysis
Services Benefits
Stem Cell Storage
Immediate collection and processing through
Industry leading experience
Stem Cell Therapy
Through latest and most effective techniques
Stem Cell Storage
Long-term safety, viability and an unbeatable count
of baby’s stem cells
Stem Cell Therapy
Painless and affordable treatment
Global Scenario
Global stem cell therapy market is
expected to cross $60 bn by 2015 .
As on date it is used to treat 200
diseases. Amongst all global
regions, the United States holds
approximately 60% of the stem cell
market - followed by Europe and
Asia Pacific.
Indian Scenario
Stem Cell Market in India is Rs. 150
Cr and is 2% of the global market
India possesses has the potential to
occupy the leading position in stem
cell market growth with a CAGR
exceeding 28 percent. Penetration
Level in India : 1/1000.
Indian biotech market has tripled in
last 5 yrs and is growing @ 20%.
WHO: "About 70% Indians are
spending their out-of-pocket income
on medicines and healthcare
Transformed from a Non-existent to a prospective flourishing business
Gaining momentum as a less traumatic alternative to treat neurological illnesses, and as a guarantee for the family against a host of diseases.
Growing at a consistent pace of more than 35% annually
LifeCell, the first such organization to bring this concept to India, claimed that about 20,000 parents have so far banked their baby’s cord blood stem cells with it.
Cyrobanks India, another major player, said to have gathered more 15,000 clients since it made an entry in the country four years ago.
Stem Cell Market in India
Market Landscape
* National Marrow Donor Program
Stem Cell Banking
2.68 cr births in a year
1 lakh stem cell banking annually
0.5% of total population
99.5% of total population
Stem Cell Therapy
More than 25000 cell transplants annually globally
More than 6000 men, women and children search on NMDP registry in a day for a match for
stem cell transplant
However much remains to be tapped, Stem cell banking is relatively at a nascent stage with only 0.5% of India’s population utilizing this technology
Tapped
Untapped
Consumer Analysis
Yes; 50%No ; 50%
Awareness About Stem Cell
No ; 75%
yes ; 25%
Recommendation of Medical Fraternity on Stem Cell
Partial Awareness of Stem Cell Technology
Low Brand Awareness of Reelabs
Consumer are misguided by the Medical Fraternity
SWOT Analysis
Strengths: Proprietary techniques/technology. Will help in reducing
costs. Patents sought. Generate income for the company. Own R&D: This will help since Stem cell research is at
the clinical trial stage. International Accreditation's.
Weaknesses:
Bottom of the table as far as market share
is concerned.
Low visibility brand.
Not into dental stem banking, which other players are already into…
SWOT Analysis
Opportunities:
Enter dental stem banking segment. Egg generation from ovarian stem cells.
Treatment for infertility. This is currently
at a trial stage. The technology is in the nascent stage. High potential market.
SWOT Analysis
Threats:
Established, bigger players in the market. Negative news reports in the media. Resistance from the doctors
SWOT Analysis
Interpretation of SWOT Analysis
• Weak Brand Identity and Awareness• Focus on increasing footprint in the existing segment
Competitor Analysis
Competitor Analysis
Company ChaitanyaStem Cell
LifeCell BabyCell ReliCord CryoSave CryoBank ReeLabs
Stem Cell Banking?
Yes Yes Yes Yes Yes Yes Yes
Stem Cell Therapy?
Yes Yes No No No No Yes
R&D? Yes Yes No Yes No No Yes
Types of SCB Bone Marrow Cord BloodCord TissueMenstrual Blood
Cord Blood Cord Blood Cord BloodCord Tissue
Cord Blood Cord BloodCord TissueMenstrual BloodAmniotic fluidBone MarrowAdipose Tissue
Treatment Categories
Cerebral palsy, Brain disorders due to Hypoxia, Wilson disease
Oral surgeries, Neuro, Opthal, Uro, Cardiac, Ortho, Vascular
N.A. N.A. N.A. N.A. Muscular DystrophyParaplegiaDiabetesAlzheimer'sCerebral PalsyMultiple Sclerosis
Based in Pune Chennai Mumbai Mumbai Bangalore Gurgaon Mumbai
N/w of centres No 100 centres across India
17 centres across India
Centres across India
9 Centres across India 100+ centres across India
4 Cen tres in Western India
Accreditions ISO AABB/DSIR/ISO AABB/ISO/WHO/GMP AABB/ISO AABB/GLP/GMP
Interpretation of Competitor Analysis
• Focus on niche segments• Establish identity• Offer Therapy, Sell Stem Cell Banking
Macro-Socio Economic Analysis
Negative opinion about Stem Cell therapy amongst the medical community
Regulated by the Indian Council For Medical Research, no dedicated autonomous body by the government
No well-defined regulatory framework for stem-cell based products is in place.
Section V of “Ethical guidelines for Biomedical Research on Human subjects” released by ICMR provides requirements for carrying out stem cell research and therapy.
DBT & ICMR are taking positive steps towards regularizing issues regarding stem cell therapy.
Celebrities like Lisa Ray are promoting stem cell technology therapy .
5 Forces Analysis
• There is a strong resistance from the doctors & Hospitals due to difference of opinion
• Although it is a New technology it is yet to be proven in a much larger scale
• There is a potential threat from strong international brands (Life cell) and bigger players (Reliance Life science).
• Potential buyers have many options due to too many players
Rivalry
Entry Barriers
Threats from
Substitute
Buyers Power
Suppliers Power
• Doctors lobby (Difference of opinion)• Low Awareness• Strong International Brand• Ethical issues
• New technology
• New Technology in current
medical science
• Too many player in small market
Brand Customer Touch Points - ReeCure
Customer Service
Fast response to Enquiry
Always Connected during the Pregnancy period
Flexible Payment option
CRM (Online Account)
PromotionEnquiry Channel
Maternity clinics
Direct Phone
Website
Unexpected
It is not proven
R&D @ Trials stage, Not sure
Go for it, else you will regret in future
Brand Customer Touch Points - ReeCord
Customer Service
Educate the Customer
PromotionEnquiry Channel
Direct Phone
Website
Unexpected
Very Expensive
R&D @ Trials stage, Not sure
Govt will not allow it soon as it is unethical
They are fooling you
Brand Customer Touch Points - ReeVeda
Customer Service
Customer Complaint Cell
PromotionEnquiry Channel
Lead to sales executive at the counter
Telebrands
Unexpected
Are you sure it is safe ?
30%Financially
Independent & Educated
40%Who want to plan ahead
Target Segment- Newly Married- Celebrities- People with Family History
Consumer of Medical Services
100 %
Need
Household Income
Age
General Segmentation
Welfare Patients
Cash Payer Insured
01-25 years
25-40 years
1-5 Lacs >15 Lacs5-15 lacs
40 Years and Above
General Segmentation
Segmentation for ReeCord
Embryonic stem cells
Umbilical cord blood stem cells
Umbilical cord stem cells
22-25 years
25-38 Years
8-15 Lacs 15-23 Lacs 24-32 Lacs
>38 Years
Segmentation for ReeCure
Accidental Case Lifestyle Disorders
Hereditary Disorders
30-40 years
40-55 Years
8-15 Lacs 15-23 Lacs 24-32 Lacs
55-65 Years
Segmentation For ReeVeda
Students Home Makers Working Professionals
< 25 years
25-45 Years
8-15 Lacs 15-23 Lacs 24-32 Lacs
> 45 Years
FCB Grid
Rational
Promotional StrategyInforming
ReeVeda
Problems
Cost
Lack of belief
Awareness
BrandingDoctors’ Lobby
Objectives
• To Position ReeCord as a Safe and hygienic STORAGE of stem cells to secure your family‘s HEALTH
• To Position ReeCure as an: Affordable TREATMENT for Chronic Diseases
• To Position ReeVeda as a : Nutrition substitute for Busy Working Professional
On the basis of the Market
Analysis, SWOT Analysis, FCB Grid, Competitor Analysis,
Situation analysis.......we suggest
the following IMC Plan
Non Linear IMC Model
DO ITS, FEEL A GOOD THINK FUTURE
Explanation : the stem cell market is at the very nascent stage in Indian , people are aware, we have to make them take the step which will convince them to take an action , Reelabs caters to the Rich, Nouveau Rich, Upper Middle Class and Middle Class . It is a fixed asset with no depreciation, an investment which will help you or your child in the near future.
Unlike buying a car or a house, this has a different objective. It attracts and has an emotional and rational appeal . Once the person is convinced he/she will not THINK twice, FEEL good about making a an investment better than life or health insurance, so that the FUTURE is disease free.
• Spreading Stem cell awareness
• Address perception issues (Lack of belief)
• Create strong Brand Identity
• Clarify Misconception (Price)
The need of IMC for
ReeCureReeCordReeVeda
Offer highest qualityPrice Leader Price Leader
Western IndiaWestern IndiaPAN India
Product Price Place Promotion
Marketing Mix
Covered in the further slides
• Hiring a Brand Evangelist would be the best possible source of the message
Other than Lisa Ray, who just turned 40 was also suffering from a cancer . Till about few years back she was introduced to the concept of stem cell therapy and today she has been cured . There is no credible person than someone who has gone through the pains and has attained a cure
• Lisa ray is the brand evangelist of Lifecell, our other suggestion is
Table Tennis champion V Chandrasekhar had been suffering with impaired vision for over two decades. After a knee surgery that had gone horribly wrong, he had problems with his gait and head posture. Ten days ago, after undergoing an autologous stem cell course at Lifeline Hospitals, his situation has improved considerably, “It feels like a different world now,” he said.
Message Source
Communication objectives
To create awareness and Sell STEM CELL as a Therapy.
Communication Positioning
•Sell the concept of “Reliability”•Sell the concept of “Trust”•Sell the “Success Stories”•Sell that it can be passed down for generations
Communication Strategy
Messaging • Reliable, Efficient and Affordable Stem Cell Solution for a disease free life
Creative• Expression of the creative for Reelabs will be both informative and transformational . • Informational will be more mass focused and transformational will be targeted to the
Husband.
(Informational talks about the product/service and attributes the benefit . Eg. A Brand
Evangelist talking about how he/she got over their disease through the stem cell therapy)
(Transformational elaborates non- product related benefit or image . Eg. Fear/ Guilt of not
doing the stem cell banking/treatment and you have a situtation where the Doctor say “ i wish
you would have saved the cord blood”)
Communication Channels (ReeLab)
Personal Channels
Medical Journals
Direct Mail
Public Seminars
Advocate Channels : Salespeople contacting prospective mothers and selling the concept of saving stem cells for the future
Expert Channels: Independent experts who have tied up with ReeLab making “positive statements to decision makers
Social Channels: Where information is floated in the general public eg. Social Networks and other channels where their is a personal interaction between friends, neighbours, family members
Communication Channels (Reelab)
Non - Personal Channels
Advertising : It is an expensive medium but it reaches out the message directly to the audience you are targeting and there is no loss of information in transition .
Campaign 1 : Informative and Knowledge building Campaign
Ad Type : Testimonial ; Brand Evangelist : A Credible Person for that matter it can be Mr Sunil Pophale
Campaign 2: Corporate Image Building
Ad Type: Corporate ; No Brand Evangelist required
Message will be talking about the company, its divisions, the expansion plans it has in the future and why people should choose ReeLab as their Preferred Partner .
Television
Campaign 1 : Informative and Knowledge building Campaign
Ad Type : Testimonial
Brand Evangelist : A Credible Person who has faced the problems and has been cured
Radio
Not Advised
Online
Social Media : Did you know ? Campaign which creates awareness and builds knowledge amongst the youth of India which are going to be ReeLabs Customers of tomorrow
•
Communication Channels (Reelab)
Online
Search Engine Optimization : Keywords optimization for search engines that will push the company's website and related micro sites up the ladder
Search Engine Marketing: Usage of Paid form of online advertising to create more traction online when an individual searches for Stem
Cell Therapy or Stem Cell Banking or Nutriceuticals
Development of a landing page which directs you to the Reelab website. This website will have the objective of being educative and informative on stem cell therapy and banking. This initiative will make the company stand away from the rest .
Blogs which talk about success stories ,new technology breakthroughs and company updates .
Display Network
Communication Channels (ReeLab)
Online
Online
• Campaign 1: Target users who are actively looking for stem cell therapy• Two audience groups: Direct and Indirect
Keywords for Direct TG Keywords for Indirect TG
Stem cellsWhat is stem cellsTypes of stem cellsStem cells makers
Anti ageingAnti agingAging processAnti ageing process
Stem cells treatmentStem cells therapyStem cells technologyStem cell therapy India
Reverse ageingReverse agingHow to reverse agingReversing aging
Stem cell bankStem cell researchStem cell preservationStem cell definition
Skin care productsAnti-ageing productsAntiaging creamsAnti-aging vitamins
Online
• Campaign 2: Target users who are actively looking for stem cell therapy on Google Search Partners
• Examples: www.aol.com, www.ask.com, www.amazon.com
Keywords for Direct TG Keywords for Indirect TG
Stem cellsWhat is stem cellsTypes of stem cellsStem cells makers
Anti ageingAnti agingAging processAnti ageing process
Stem cells treatmentStem cells therapyStem cells technologyStem cell therapy India
Reverse ageingReverse agingHow to reverse agingReversing aging
Stem cell bankStem cell researchStem cell preservationStem cell definition
Skin care productsAnti-ageing productsAntiaging creamsAnti-aging vitamins
Online
Product Mix, Bidding & KPIs
Targeting Bid Awareness Consideration Conversion
Topic CPM ✔
YouTube :15
InStreamCPM ✔
KCT CPC ✔ ✔
Remarketing CPC ✔ ✔
Display Network
www.dailylow.com
www.livestrong.com
www.webmd.com
www.goodlife.com
www.medscape.com
lifestyle.yahoo.com
www.naaptol.com
www.ecare.com
upin.ecare.com
www.cancer.org
www.healthgrades.com
www.medscape.com
www.drugs.com
Women & Family Oriented Health & Disease Related
Use YouTube to create a brand channel and increase awareness and user engagement
Target related videos with text heavy ads and image ads on direct and indirect video inventory
Use Twitter and Face book as platforms for acquired customers• Social Media for constant updates while awareness is created
Social Media
New methodology and measurement of online display campaign on the Display Network that measures the incremental change in audiences search and website visitation behaviors so we can more accurately see the impact and value of the online display buy.
Campaign Insights
- 3-5x frequency cap - maximize the users that see the ad
- Target ATF (above-the-fold) only - ensure the ad is actually viewed
- Bid CPM – Exposure to the display/video ads is critical at this point in the purchase funnel
- Use a new creative for the test, and maintain it or similar creatives through out the testing period
• Designed to support key initiatives/new products with search & display• Generate, capture & sustain demand using a customized plan• Maximize and quantify the halo effect of your marketing initiatives
Objective Key Results
Target Venues:
Corporate OfficesHousing SocietiesRotary Clubs / Lions Club
Awareness Workshops - Classroom
Sales Promotion:- to be mother or the mother in law of the daughter who is a to be mother
• Sales Targets to Salesmen
• Referral Discounts
• B’day Cards every year to all the mother who have• banked with them , reassuring that they will be safe until they• are banking with Reelab
Communication Channels (ReeLab)
Public Relations ( Media Relations)
On going public relations activity which will propagate stem cell banking and therapy across important locations . In doing PR the objective will be to soft sell ReeLabs involvement and position it as a dynamic player and influencer in the Indian market
General industry stories on stem cell therapy in India with a focus on the industry
Stories should have a mention of ReeLabs as a key player in this industry
Dedicated brand channel on talking about stem cell therapies
Communication Channels (ReeLab)
ALL THIS SOUNDSGOOD BUT HOWMUCH ARE WE
WILLING TOSPEND ?
Budgeting Method
You cannot follow a comparatives parity method because the market leader spends on the basis of his sales and the other players don't have any fixed spend. Therefore we consider the spend as an investment so that Reelab is further known in the market it operates in . It is suggested to go for a percentage of sales method
Proposed Spend
Activity Spend / Month
Public Relations INR 1,00,000
Online Activities ( SMM,SEO, SEM, Email
Marketing, Mobile Marketing) INR 1,00,000
Advertising INR 2,00,000
Miscellaneous INR 1,00,000
Total Budget INR 60 lakhs
Creative Concepts
TherapyCord Blood Banking
Corporate
“My 80 years old Grandpa is on a Jog” Thank you
Storage | Therapy | Nutriceuticals
Concept 2 (Message: Sensitive, Humour, Objective : Awareness Therapy, Audience : Elderly)
Concept 3 (Message: Sensitive, Emotional) , Objective : Awareness - Therapy , Audience : Athletic Youth )
Storage | Therapy | Nutriceuticals
Sometime back his elbow gave him a problem. But now he has
Concept 4 (Message: Surprise, Objective : Awareness Therapy, Audience : Elderly)
I’m 65, you may be thinking what makes me stay fit and happy
Storage | Therapy | Nutriceuticals
The Secret Lies at
Concept 4 (Message: Surprised , Objective : Awareness - Therapy, Audience : Elderly)
70 and feeling twenty
Storage | Therapy | Nutriceuticals
Concept 1 (Message: Sensitive, Emotional) , Objective : Awareness – Cord Blood Banking , Audience : To be Mothers
Before I am Born, Mom, take care of my Future, All your Love, Wishes & Blessing Lies Within 1 CordStorage | Therapy | Nutriceuticals
Concept 5 (Message: Informative, Objective : Awareness – Cord Blood Banking, Audience : Women/Husbands)
Reasons to save that Cord Blood
Biological protection for the whole family
100% match for your baby
Can treat more than 200 diseases like Leukaemia and Lymphoma
Benefit from Future emerging treatments
Exclusive use for your family
Painless and Risk free for baby and mother
Once in a Lifetime chance to collect
High chance to match vs bone marrow transplants
Lower rejection rate for transplant
Peace of Mind – Immediately
Storage | Therapy | Nutriceuticals
Concept 6 (Message: Informative , Objective : Awareness – Cord blood banking, Audience : to be mothers)
Storage | Therapy | Nutriceuticals
UMBILICAL CORD BLOOD BANKING by
Concept 7 (Corporate ad )
Incorporated in 2009, ReeLabs is an end to end solution
provider for cord blood banking, stem cell therapy and
Nutraceuticals by means of its 3 divisions ReeCord, ReeCure
and ReeVeda. It is Spearheaded by Mr. Sunil Pophale,
Managing Director & Chief Promotor) .
At ReeLabs, we have adopted industry best practices and
evolved a highly efficient processing mechanism that ensures
the highest yield and potency, maximizing the benefits that
processed stem cells can deliver when used in treatment.
We have a state-of-the-art cord & cord blood processing
laboratory with the latest and most sophisticated technology in
the heart of Mumbai. The laboratory is manned 24 x 7 by a
well qualified, highly competent and skilled staff, to receive,
process and store stem cell samples. Storage | Therapy | Nutriceuticals
Concept 8 (Corporate ad )
WHYBecause its
Reliable
Efficient
Affordable
Storage | Therapy | Nutriceuticals
ACT BEFORE IT STRIKES
Storage | Therapy | Nutriceuticals
Concept 9 (Corporate ad ) , Message: Transformational, Objective : Awareness : overall, Audience: General Public
At ReeLabs, we have adopted industry best practices and evolved a highly efficient processing
mechanism that ensures the highest yield and potency, maximizing the benefits that processed Stem
Cells can deliver when used in treatment. We have a state-of-the-art cord & cord blood processing
laboratory with the latest and most sophisticated technology in the heart of Mumbai. The laboratory is
manned 24 x 7 by a well qualified, highly competent and skilled staff, to receive, process and store stem
cell samples
• ReeLabs website
• Websites of other Indian Stem Cell companies
• ICMR website
• Articles in Indian and International newspapers/publications
• Interactions with Doctors and consumers
• Lots of Googling :)
References
Bottles, bibs, blankets and booties
Diapers, late nights & parental duties
While you prepare for the grind
Don’t forget to give your child
The Gift of Life from
Mind Map
Add here
Thank you for your patient hearing