Reelabs Presentation (Mother PPT)

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


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


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


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

http://www.aol.com/

http://www.ask.com/

http://www.amazon.com/

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


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 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 )


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


The Secret Lies at

Concept 4 (Message: Surprised , Objective : Awareness - Therapy, Audience : Elderly)

70 and feeling twenty


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


Concept 6 (Message: Informative , Objective : Awareness – Cord blood banking, Audience : to be mothers)


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


ACT BEFORE IT STRIKES


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

Reelabs Presentation (Mother PPT)

Documents

Transcript of Reelabs Presentation (Mother PPT)