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by EMBA Batch , Group3
5th April , 2012
A presentation made for
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Mind Map
Should talk bout our understanding of Reelabs
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to benefit human life through rejuvenating therapiesMission
Vision
to be dominant playerthrough innovative and cost effectivetherapies
Corporate ObjectiveTo become a dominant playerin the stem Cell Industry
Value DriversHONESTY, QUALITY, AFFORDABILITY, TECHNICALEXCELLENCE, PROFESSIONAL ETHICS
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Value Proposition
Reliable,Efficient andAffordable Stem
Cell Solutions for a disease free life
Quality Stem Cell solutionNear You
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Differentiation
Latest technology ensuring the safety
and security of the produce
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Marketing Plan
Analysis | Problem | Objective | Strategy | Tactics
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Value Chain Analysis
Values we give to
our customers
Stem cell storageImmediatecollection &Processing
through Industry
leading excellence
Stem cell therapyThrough Latest &
Most effectivetechniques
Stem cell storageLong term safety,
Viability &unbeatable count
of Babys stem cell
Stem cell therapyPainless and
affordabletreatment
Services Benefits
Healthy and Happy living!
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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 globalregions, the United States holds
approximately 60% of the stem cell
market - followed by Europe and
Asia Pacific.
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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
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Transformed from a Non-existent to a prospective flourishing business
Gaining momentum as a less traumatic alternative to treat neurological illnesses, and as aguarantee for the family against a host of diseases.
LifeCell, the first such organisation to bring this concept to India, claimed that about 20,000parents 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 itmade an entry in the country four years ago.
Stem Cell Market in India
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Consumer Analysis and Interpretation
Yes,50%
No ,50%
Awareness About Stem Cell
Cyro,50%
Lifecell ,67%
Lifestem ,
17%
ReeCord, 17%
ReliCord
, 33%
Brand Awareness
No , 75%
yes ,25%
Medical Fraternity on Stem Cell
Partial Awareness of Stem Cell Technology
Low Brand Awareness of Reelabs
Consumer are not well informed by the MedicalFraternity
*Through a market Survey of 25 Women
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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 otherplayers are already into
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Opportuni t ies:
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 marketNegative news reports in the media
Resistance from the doctors
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Interpretation of SWOT Analysis
Weak Brand Identity and Awareness
Focus on increasing footprint in the existing segment
C tit A l i
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Competitor AnalysisCompany Chaitanya
Stem 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 Blood
Cord TissueMenstrualBlood
Cord Blood Cord Blood Cord Blood
Cord Tissue
Cord Blood Cord Blood
Cord TissueMenstrual BloodAmniotic fluidBone MarrowAdipose Tissue
Treatment
Categories
Cerebralpalsy, Braindisorders dueto Hypoxia,Wilson
disease
Oral surgeries,Neuro, Opthal,Uro, Cardiac,Ortho, Vascular
N.A. N.A. N.A. N.A. MuscularDystrophyParaplegiaDiabetesAlzheimer's
Cerebral PalsyMultiple Sclerosis
Based in Pune Chennai Mumbai Mumbai Bangalore Gurgaon Mumbai
N/w of
centres
No 100 centresacross India
17 centresacross India
Centresacross India
9 Centres acrossIndia
100+ centresacross India
4 Cen tres inWestern India
Accreditions ISO AABB/DSIR/ISO
AABB/ISO/WHO/GMP
AABB/ISO AABB/GLP/GMP
Competitor Analysis
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Interpretation of Competitor Analysis
Focus on niche segments
Establish identity
Offer Therapy, Sell Stem Cell Banking
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Macro-Socio Economic Analysis
There is a negative opinion aboutStem Cell therapy amongst themedical community. Doctors donot prescribe Stem Cell bankingto expectant mothers.
Stem Cell industry is regulated bythe Indian Council For MedicalResearch (ICMR) guidelines. Anychange in the guidelines mightimpact the company.
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Doctors lobby(Difference ofopinion)Low
AwarenessStrongInternationalBrandEthical issues
New technology
New Technology in
current medicalscience
Too many player insmall market
5 Forces (ReeCord / ReeCure)
Not required : can be spoken of when
the interpretation is brought up
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Brand Customer Touch Points
Unexpected
>It is not proven
>R&D @ Trials stage,
Not sure
>Go for it, else you willregret in future
Promotion
Customer Service
>Fast response to Enquiry
>Always Connected during thePregnancy period
> Flexible Payment option
> CRM (Online Account)
Enquiry ChannelMaternity clinicsDirect Phone
Website
Touch point can be put on one slide for ReeLabs,
ReeCure, ReeVeda or we should consolidate andkeep it for ReeLabs only
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Unexpected>Very Expensive
R&D @ Trials stage,
Not sure
Govt will not allow it
soon as it is unethical
They are fooling you
Promotions
Customer Service>Educate the customer
Enquiry ChannelDirect Phone
Website
Brand Customer Touch Points
Touch point can be put on one slide for ReeLabs,
ReeCure, ReeVeda or we should consolidate andkeep it for ReeLabs only
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Brand Customer Touch Points
Unexpected
>Are you sure it is
safe
Promotions
Customer Service>Customer complaint cell
Enquiry Channel>Lead to sales executive at thecounter
> Telebrands
ReeVeda
Touch point can be put on one slide for ReeLabs,
ReeCure, ReeVeda or we should consolidate andkeep it for ReeLabs only
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Target Segmentation For ReeCord
Embryonicstem cells
Umbilicalcord bloodstem cells
Umbilicalcord stem
cells
22-25 years 25-28Years
8-15 Lacs 15-23 Lacs 24-32 Lacs
28-35 Years
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Target Segmentation For ReeCure
AccidentalCase
LifestyleDisorders
HereditaryDisorders
30-40years
40-55Years
8-15 Lacs15-23Lacs
24-32Lacs
55-65Years
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Target Segmentation For ReeVeda
Students HomeMakers
WorkingProfessionals
< 25 years 25-45 Years
8-15 Lacs 15-23 Lacs 24-32 Lacs
> 45 Years
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Target Audience
For ReeCord: Umbilical Cord
stem Cells, (25-28 Years) & INR 15-23 Lakhs (Income)
For ReeCure: Hereditary Disorders----(40-55 Years) &
INR 15- 23 Lakhs (Income)
For ReeVeda: Working Professionals---(25-45 Years) & I
NR 15- 23 Lakhs (Income)
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F
C
BGrid
Rational
Promotional StrategyInforming
ReeVeda
Brand Positioning
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Marketing Issues
Cost
Lack of
belief
Awareness
BrandingDoctors
Lobby
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Brand Positioning
ReeCord : Safe and hygienic STORAGE of stem cells to secure your familys HEALTH
ReeCure: Affordable TREATMENT for Chronic Diseases
ReeVeda: Nutritions substitute for Busy Working Professional
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Onthe basis of the market analysis, SWOTanalysis,FCBGrid, Competitor Analysis, Situation
analysis.......we suggest the following IMCPlan
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Marketing Mix
ReeCord Price leader(due to Location
advantage/Better VCA)
Western India(Focus onMumbai)
a) OOHb) Social
Mediac) Direct mail
d) Print(Lifestyle
Evente) Trade
promotion(Doctor)
Can Combine into 1 slide
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ReeCure Offer highestquality
Western India(Focus onMumbai)
a) OOHb) Direct mail
c) Publicrelation(Media
Relation)d) Trade
promotion(Doctors)
Marketing Mix
Can Combine into 1 slide
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Marketing Mix
ReeVeda Price Leader PAN India
a) OOHb) Direct mail
c) Publicrelation
(Hospital)d) Trade
promotion
(Doctors)
Can Combine into 1 slide
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NonLinear IMC Model
DO ITS, FEELA GOOD
THINK FUTUREExplanation : the stem cell market is at the very nascent stage in indian , people are aware, wehave to make them take the step which will convice 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 emotionaland 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.
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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
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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 threapy andtoday she has been cured . There is no credible person than someone who hasgone through the pains and has attained a cure
Lisa ray is the brand evangelist of Lifecell, our other suggestion is
Table Tennis champion V Chandrasekar had been suffering with impaired vision for
over two decades. After a knee surgery that had gone horribly wrong, he hadproblems with his gait and head posture. Ten days ago, after undergoing anautologous stem cell course at Lifeline Hospitals, his situation has improvedconsiderably, It feels like a different world now, he said.
Message Source
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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 targetted to the
Husband
( Inform ational talks about the produc t/service and attr ibutes the benefit . Eg. A Brand
Evangelist talking about how he/she got over their disease throug h the stem cell therapy)
(Transform ational elaborates non - product related benefit or image . Eg. Fear/ Guilt of not
doing the stem cell banking/treatment and yo u have a situtat ionwhere the Doctor say i wish
you would have saved the cord blood)
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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
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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
1 insertion advertisement in one of the large mainline dailies targeting
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
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Online
Search Engine Optimization : Keywords optimization for search engines that will push
the company's website and related microsites 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 Bankingor Nutriceuticals
Microsite : 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
Communication Channels (Reelab)
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Sales Promotion
POP Material at shopping centres ,toy shops, supermarkets which will catch the
attention of the mother, to be mother or the mother in law of the daughter who is a to bemother
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)
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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 Reelabsinvolvement and postion it as a dynamic player and influencer in the indian market
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Concept 1 (Message: Sensitive, Emotional) , Objective : Awareness Cord Blood Banking , Audience : Tobe Mothers
Before I am Born,
Mom take care of my
Future, All your Love,
Wishes & Blessing
Lieswithin 1 Cord
Storage | Therapy | Nutriceuticals
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My 80 years
old Grandpa is
on a Jog Thank
you
Storage | Therapy | Nutriceuticals
Concept 2 (Message: Sensitive, Humour, Objective : Awareness Therapy, Audience : Elderly)
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Concept 4 (Message: Surprise, Objective : Awareness Therapy, Audience : Elderly)
Im 65, you may be
thinking what makes
me stay fit and happy
Storage | Therapy | Nutriceuticals
The Secret Lies at
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Concept 5 (Message: Informative, Objective : Awareness Cord Blood Banking, Audience : Women/Husbands)
Reasons to save that Cord
BloodA biological protection for the whole family100% 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
Storage | Therapy | Nutriceuticals
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Concept 6 (Message: Informative , Objective : Awareness Cord blood banking, Audience : to be mothers)
Storage | Therapy | Nutriceuticals
UMBILICA
L CORD
BLOODBANKING
by
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Concept 7 (Corporate ad )
Incorporated in 2009 , Reelabs is a end to end
solution provider forcord blood banking, stem cell
therapy and Nutriceuticals 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
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Concept 8 (Corporate ad )
WHYBecause its
Reliable
Efficient
Affordable
Storage | Therapy | Nutriceuticals
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ACT
BEFOREIT
STRIKESStorage | Therapy | Nutriceuticals
Concept 9 ( 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
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ALL THIS SOUNDSGOOD BUT HOW
MUCH ARE WEWILLING TO
SPEND ?
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Budgeting Method
You cannot follow a comparitivate parity method because the market leader
spends on the basis of his sales and the other players dont have any fixed
spend. Therefore we consider the spend as an investment so that Reelab is
furthur known in the market it operates in . It is suggested to go for apercentage of sales method
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Proposed Spend
Activity Spend / Month
Public Relations INR 1,00,000
Online Acitivies ( SMM,SEO, SEM, EmailMarketing, Mobile Marketing) INR 1,00,000
Advertising INR 2,00,000
Miscellaneous INR 1,00,000
Total Budget INR 60 lakhs
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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
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Thank you
Group 3
Jesal Kachalia, Suman Bal, Gurneet Makkar, Ashish Poladia, Uday Darp, Lalit Jaisingh,
Madhura Gurav