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Responding to legal changes in the market environment through revision of a marketing strategyMedi-spa Case Study
Natalia [email protected]
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Founded in 2009, this medi-spa is located in Moscow, Russia.
females25-45middle-to-high income
Company Background
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Spa’s key target audience:
Spa’s core service offerings:
Medical aesthetic and rejuvenation treatments (laser treatments, medical-grade dermabrasion and peels, fillers and botulinum toxin injections, radio frequency face and body therapy etc.)
Marketing budget
Focus on marketing & advertising investments:
20-30% of gross revenue
Marketing approach
Key activities: outdoor and print advertising
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Problem description
In Russia, the majority of aesthetic procedures is legally considered as medical.
As of January 1, 2014 Russia bans all medical advertising (Amendment to Federal Law #38-FZ “On Advertising” from 2013-11-25)
Despite significant marketing investments, a detailed marketing audit has not been conducted in several years.
The company’s web page is not properly developed with very limited amount of information, low usability and visibility in search engines (Google, Yandex —Russia’s largest search engine).
Its social media presence is minimal (rarely updated group pages in Facebook and VK — the largest social network for Russian speakers) and not thought-through.
Legal loophole — in its current state, this new regulation does not cover “providing educational information” both online and offline as well as social media
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• New legal regulation
Political factors
• Economic growth and purchasing power
Economic factors
• Impact of emerging technologies
• Belonging and self-presentational needs
• Lifestyle trends
MarketingCurrent situation
The spa does not aim at reaching a new target audience or at introducing a new product/service.
However, its existing marketing strategy needs to be updated due to an influence from its macro environment.
PEST analysis
Social factors
Technological factors
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1Situation analysis
Where is the company now?
2Objectives
Where does the company want to get
to?
4Strategy
Marketing planningSOSTAC model
3Strategy
How is the company going to get there? (The
Big Picture)4Tactics
How is the company going to get there? (The
Detail)
6Control
Who is going to contribute, how much
will it cost and how will the company know if this
is working?
5Action
Who is going to do what and when?
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Marketing
audit needs to be conducted to
identify legal breaches and to determine
whether any elements of current marketing strategy can be still
used.
Communicate to the target audience in a
legally appropriate manner
through
offline activitie
s and digital
marketing.
Offline:
- Informational brochures
- Thematic evenings
- Focus on personal brand
Online:
- Webpage
- SEO
- Social media
Situation analysis Objectives Strategy Tactics
Marketing planningSOSTAC model
Action Control
Shift towards online communication and knowledge sharing.
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External Internal
To identify potential
legal breaches
- Can be conducted by an internal auditor after additional training.
- Should be carried out immediately to avoid
fines.
Marketing auditMarketing environment
To identify if any
elements of existing
marketing strategy
can still be used (both on- and offline)
Action
Implications
HR:
Thematic seminar for the spa’s marketing team (external business coach).
Finance:
Training cost: € 150/person (*3 marketing managers) = €450
Forfeit: breach of long-term contracts with the outdoor advertising company and magazines.
- Offline communication can be reviewed
internally- Online (i.e. website)
should be analyzed by an external professional
provider.
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Online marketingOverview
Online marketing is the cornerstone of the spa’s new marketing strategy.
- Website (knowledge sharing and usability).
- SEO.- Social media.
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Online marketingWebsite: knowledge sharing and usability
Knowledge sharing can be beneficial not only for the spa’s offline communication but also for its online presence. According to the new legal regulation, medical businesses are still allowed to share general treatment information, practice personal branding (advertising people, not services) and provide links to their suppliers’ websites (i.e. indirect advertising).
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Marketing audit
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“Shift towards knowledge sharing”
Offline marketing
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Mobile solutions
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Optimisation
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Research
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Developing
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Offline marketing
Online marketing
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MarketingCurrent situation
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
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Data ChartsLorem Ipsum is simply dummy text
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard.
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Data ChartsLorem Ipsum is simply dummy text
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
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Data ChartsLorem Ipsum is simply dummy text
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Orders per month Earnings
Population More 1 mln. Less 1 mln. More 1 mln. More 1 mln. Less 1 mln. More 1 mln.
Goods 1 150,000 80,000 50,000 22,500 12,000 7,500
Goods 2 200,000 120,000 75,000 30,000 18,000 11,250
Goods 3 100,000 60,000 30,000 15,000 9,000 7,500
Total 450,000 260,000 155,000 67,500 39,000 23,250
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IconsLorem Ipsum is simply dummy text
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Contact UsLorem Ipsum is simply dummy text
Facebook.com/somename
+ 45 1662 123 22 45 Twitter.com/somename
somename
www.neurontemplatesite .com Sample of Title
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Thank You