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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
Value Proposition
Reliability
Quality
Technology
Marketing Plan
Analysis Problem
Objective
Strategy
Tactics
Benefits
Stem Cell Storage
Long-term safety, viability and an unbeatable count of babys stem cells Stem Cell Therapy
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
Market Landscape
Stem Cell Banking 2.68 cr births in a year 1 lakh stem cell banking annually Tapped 0.5% of total population Untapped 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 Indias population utilizing this technology
* National Marrow Donor Program
Consumer Analysis
No , 50% Yes, 50%
Partial Awareness of Stem Cell Technology Low Brand Awareness of Reelabs Consumer are misguided by the Medical Fraternity
yes , 25%
No , 75%
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.
SWOT Analysis
Weaknesses:
Bottom of the table as far as market
is concerned. share
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
Competitor Analysis
Company
Competitor Analysis
Stem Cell Banking? Stem Cell Therapy? R&D? Types of SCB Yes Yes Yes Yes Yes Yes Yes
LifeCell
BabyCell
ReliCord
CryoSave
CryoBank
ReeLabs
Yes
Yes
No
No
No
No
Yes
No Cord Blood
No Cord Blood
Yes Cord Blood Cord Tissue Menstrual Blood Amniotic fluid Bone Marrow Adipose Tissue Muscular Dystrophy Paraplegia Diabetes Alzheimer's Cerebral Palsy Multiple Sclerosis
Treatment Categories
N.A.
N.A.
N.A.
N.A.
Pune No
Accreditions
ISO
AABB/ISO/WHO/GMP
Focus on niche segments Establish identity Offer Therapy, Sell Stem Cell Banking
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
Doctors lobby (Difference of opinion) Low Awareness Strong International Brand Ethical issues
New technology
Direct Phone
R&D @ Trials stage, Not sure Govt will not allow it soon as it is unethical They are fooling you Website
General Segmentation
Consumer of Medical Services Household Income
100 %
Need
40%
Target Segment -Newly Married -Celebrities -People with Family History Age
General Segmentation
Welfare Patients
Cash Payer
Insured
01-25 years
25-40 years
1-5 Lacs
5-15 lacs
>15 Lacs
22-25 years
25-38 Years
>38 Years
8-15 Lacs
15-23 Lacs
24-32 Lacs
Accidental Case
Lifestyle Disorders
Hereditary Disorders
30-40 years
40-55 Years
55-65 Years
8-15 Lacs
15-23 Lacs
24-32 Lacs
Students
Home Makers
Working Professionals
< 25 years
25-45 Years
> 45 Years
8-15 Lacs
15-23 Lacs
24-32 Lacs
F C B
Grid
Rational
ReeVeda
Problems
Cost
Objectives
To Position ReeCord as a Safe and hygienic STORAGE of stem cells to secure your familys HEALTH To Position ReeCure as an: Affordable TREATMENT for Chronic Diseases To Position ReeVeda as a : Nutrition substitute for Busy Working Professional
IMC Plan
Marketing Mix
Message Source
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.
Communication objectives
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)
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 .
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
Online
Online
Online
Campaign 1: Target users who are actively looking for stem cell therapy Two audience groups: Direct and Indirect
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 Stem cells What is stem cells Types of stem cells Stem cells makers Stem Stem Stem Stem Stem Stem Stem Stem cells treatment cells therapy cells technology cell therapy India cell cell cell cell bank research preservation definition
Keywords for Indirect TG Anti ageing Anti aging Aging process Anti ageing process Reverse ageing Reverse aging How to reverse aging Reversing aging Skin care products Anti-ageing products Antiaging creams Anti-aging vitamins
Targeting
Bid
Awareness
Consideration
Conversion
Topic
CPM
KCT
CPC
Remarketing
CPC
Display Network
Women & Family Oriented Health & Disease Related
www.dailylow.com www.livestrong.com
www.ecare.com
upin.ecare.com
www.cancer.org www.healthgrades.com www.medscape.com www.drugs.com
www.webmd.com
www.goodlife.com www.medscape.com lifestyle.yahoo.com www.naaptol.com
Social Media
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
Campaign Insights
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.
- 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
ALL THIS SOUNDS GOOD BUT HOW MUCH ARE WE WILLING TO SPEND ?
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
Public Relations Online Activities ( SMM,SEO, SEM, Email Marketing, Mobile Marketing) Advertising Miscellaneous
Spend / Month
INR 1,00,000
Total Budget
INR 60 lakhs
Creative Concepts
Concept 2
Concept 3
Sometime back his elbow gave him a problem. But now he has
Concept 4
Im 65, you may be thinking what makes me stay fit and happy The Secret Lies at
Concept 4
Concept 1
be Mothers
Before I am Born, Mom, take care of my Future, All your Love, Wishes & Blessing Lies Within 1 Cord
Concept 5
Concept 6
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.
Concept 8
(Corporate ad )
WHY
Because its Reliable Efficient Affordable
Concept 9
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
References
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 :)
Bottles, bibs, blankets and booties Diapers, late nights & parental duties While you prepare for the grind Dont forget to give your child The Gift of Life from
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