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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

Value Driver Technical Competency & Innovation

Quality

Technology

Quality Stem Cell solution Near You

Marketing Plan
Analysis Problem

Objective

Strategy

Tactics

Value Chain Analysis


Services
Stem Cell Storage Immediate collection and processing through Industry leading experience Stem Cell Therapy

Benefits
Stem Cell Storage
Long-term safety, viability and an unbeatable count of babys stem cells Stem Cell Therapy

Through latest and most effective techniques

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

Stem Cell Market in India


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 babys 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.

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

Awareness About Stem Cell

Recommendation of Medical Fraternity on Stem Cell

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

Interpretation of SWOT Analysis


Weak Brand Identity and Awareness Focus on increasing footprint in the existing segment

Competitor Analysis

Company

Competitor Analysis
Stem Cell Banking? Stem Cell Therapy? R&D? Types of SCB Yes Yes Yes Yes Yes Yes Yes

Chaitanya Stem Cell

LifeCell

BabyCell

ReliCord

CryoSave

CryoBank

ReeLabs

Yes

Yes

No

No

No

No

Yes

Yes Bone Marrow

Yes Cord Blood Cord Tissue Menstrual Blood

No Cord Blood

Yes Cord Blood

No Cord Blood Cord Tissue

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

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.

Based in N/w of centres

Pune No

Chennai 100 centres across India AABB/DSIR/ISO

Mumbai 17 centres across India

Mumbai Centres across India

Bangalore 9 Centres across India

Gurgaon 100+ centres across India AABB/ISO

Mumbai 4 Cen tres in Western India AABB/GLP/GMP

Accreditions

ISO

AABB/ISO/WHO/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

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


Unexpected It is not proven R&D @ Trials stage, Not sure Go for it, else you will regret in future Enquiry Channel Maternity clinics Direct Phone Website Flexible Payment option CRM (Online Account) Promotion Customer Service Fast response to Enquiry Always Connected during the Pregnancy period

Brand Customer Touch Points - ReeCord


Unexpected Very Expensive Enquiry Channel Promotion Customer Service Educate the Customer

Direct Phone
R&D @ Trials stage, Not sure Govt will not allow it soon as it is unethical They are fooling you Website

Brand Customer Touch Points - ReeVeda


Unexpected Are you sure it is safe ? Enquiry Channel Promotion Customer Service Customer Complaint Cell

Lead to sales executive at the counter


Telebrands

General Segmentation
Consumer of Medical Services Household Income

100 %
Need

Who want to plan ahead

40%

Target Segment -Newly Married -Celebrities -People with Family History Age

30% Financially Independent & Educated

General Segmentation

Welfare Patients

Cash Payer

Insured

01-25 years

25-40 years

40 Years and Above

1-5 Lacs

5-15 lacs

>15 Lacs

Segmentation for ReeCord


Umbilical cord blood stem cells Umbilical cord stem cells

Embryonic stem cells

22-25 years

25-38 Years

>38 Years

8-15 Lacs

15-23 Lacs

24-32 Lacs

Segmentation for ReeCure

Accidental Case

Lifestyle Disorders

Hereditary Disorders

30-40 years

40-55 Years

55-65 Years

8-15 Lacs

15-23 Lacs

24-32 Lacs

Segmentation For ReeVeda

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

Promotional Strategy Informing

ReeVeda

Problems

Awareness Lack of belief Doctors Lobby Branding

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

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.

The need of IMC for Spreading Stem cell awareness

Address perception issues (Lack of belief)


Create strong Brand Identity Clarify Misconception (Price)

Marketing Mix

ReeCure ReeCord ReeVeda

Offer highest quality Price Leader Price Leader

Western India Western India PAN India

Covered in the further slides

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

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 .

Communication Channels (Reelab)


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

Online

Communication Channels (ReeLab)

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

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

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

Product Mix, Bidding & KPIs

Targeting

Bid

Awareness

Consideration

Conversion

Topic

CPM

YouTube :15 CPM InStream

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

Objective Key Results


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

Awareness Workshops - Classroom


Target Venues:
Corporate Offices Housing Societies Rotary Clubs / Lions Club

Communication Channels (ReeLab)


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 Bday 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

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

INR 1,00,000 INR 2,00,000 INR 1,00,000

Total Budget

INR 60 lakhs

Creative Concepts

Therapy Cord Blood Banking Corporate

Concept 2

(Message: Sensitive, Humour, Objective : Awareness Therapy, Audience : Elderly)

My 80 years old Grandpa is on a Jog Thank you

Storage | Therapy | Nutriceuticals

Concept 3

(Message: Sensitive, Emotional) , Objective : Awareness - Therapy , Audience : Athletic Youth )

Sometime back his elbow gave him a problem. But now he has

Storage | Therapy | Nutriceuticals

Concept 4

(Message: Surprise, Objective : Awareness Therapy, Audience : Elderly)

Im 65, you may be thinking what makes me stay fit and happy The Secret Lies at

Storage | Therapy | Nutriceuticals

Concept 4

(Message: Surprised , Objective : Awareness - Therapy, Audience : Elderly)

70 and feeling twenty

Storage | Therapy | Nutriceuticals

Concept 1
be Mothers

(Message: Sensitive, Emotional) , Objective : Awareness Cord Blood Banking , Audience : To

Before I am Born, Mom, take care of my Future, All your Love, Wishes & Blessing Lies Within 1 Cord

Storage | 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 Peace of Mind Immediately 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

Storage | Therapy | Nutriceuticals

Concept 6

(Message: Informative , Objective : Awareness Cord blood banking, Audience : to be mothers)

UMBILICA L CORD BLOOD BANKING by

Storage | Therapy | Nutriceuticals

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 )

WHY
Because its Reliable Efficient Affordable

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

ACT BEFORE IT STRIKES

Storage | Therapy | Nutriceuticals

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

Mind Map

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