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Transcript of Marketing Plan - Marketing Plan.pdf · Elixir – Marketing Plan - 2008 – 2009 1 / 91 Marketing...

Elixir Marketing Plan - 2008 2009 1 / 91

Marketing Plan

Prepared for: Prof. Jean Franois David

Prepared by:

Livia Frincu Diana Mihai

Alexandre Aymard Pauline Dreyer

Xing Liu Salman Barrada

No Nagata Mayls Bontemps

- 14th of October 2008 -

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Table of Content

Statement of Confidentiality and Non-Disclosure ..................................................................... 4 Abstract ...................................................................................................................................... 5 Our Story................................................................................................................................ 6 Company Presentation................................................................................................................ 8

A. Elixir Ltd ........................................................................................................................ 8 B. Organization ................................................................................................................... 8 C. Slogan............................................................................................................................. 9

Objectives................................................................................................................................. 10 Start-up Analysis ...................................................................................................................... 11 Methodology ............................................................................................................................ 13

A. Market Study ................................................................................................................ 13 B. Process.......................................................................................................................... 13

1. Representation.......................................................................................................... 13 2. Product Breakdown Structure .................................................................................. 14 3. Responsibility Assignment Matrix........................................................................... 14 4. Team Contacts.......................................................................................................... 15

C. Planning........................................................................................................................ 15 1. Work Breakdown Structure...................................................................................... 16 2. Gantt chart ................................................................................................................ 17

Market study............................................................................................................................. 18 A. SWOT........................................................................................................................... 18 B. PEST............................................................................................................................. 22 C. Open Market................................................................................................................. 24

Strategy..................................................................................................................................... 31 A. Forces analysis Porters Network Model: ................................................................. 31 B. Ansoff Matrix Analysis ................................................................................................ 32 C. Segmentation................................................................................................................ 34 D. Maslows hierarchy of needs........................................................................................ 35 E. Blue Ocean ................................................................................................................... 36

Marketing Mix.......................................................................................................................... 38 A. DNA analysis ............................................................................................................... 38 B. Products........................................................................................................................ 39

1. Art of Living Pack.................................................................................................... 39 2. Alzheimer Pack ........................................................................................................ 43 3. Cancer Pack.............................................................................................................. 46 4. Youth Pack ............................................................................................................... 50 5. Bracelet/Watch ......................................................................................................... 52

C. Promotion ..................................................................................................................... 56 1. Through posters, brochures and movie .................................................................... 56 2. Through people ........................................................................................................ 56 3. Website..................................................................................................................... 57

D. Place ............................................................................................................................. 58 E. Process.......................................................................................................................... 63 F. Risks Assessment ......................................................................................................... 66

1. Ethics........................................................................................................................ 66 2. Financial risks .......................................................................................................... 67 3. Technological risks .................................................................................................. 67

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G. Future ........................................................................................................................... 68 1. Expanding Elixirs business ..................................................................................... 68 2. Future Technologies................................................................................................. 69

Finance ..................................................................................................................................... 70 A. Costs ............................................................................................................................. 70

1. Fixed Costs............................................................................................................... 70 2. Variable Costs .......................................................................................................... 72

B. Scenarios ...................................................................................................................... 72 Appendix .................................................................................................................................. 74 References ................................................................................................................................ 91

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Statement of Confidentiality and Non-Disclosure This document contains proprietary and confidential information. All data submitted to Mr. Jean Franois David is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of his business dealing with Elixir Ltd. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the documents content of its confidential nature. The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by the public. The recipient also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without Elixir Ltds express written consent. Elixir Ltd. retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia. BY ACCEPTANCE OF THIS DOCUMENT, THE RECEPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.

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Abstract

As Shakespeare once said through its famous character, Hamlet, we know what we are but

know not what we may be . This was the start up idea that gave birth to the concept of Elixir

Health Care Center. We all remark these days that the process of classical disease care has

failed us and that the appropriate answer is more and more turned into individual preventive

health care. Given information now available, people can become proactive in managing their

own health and remain well