jbims presentation_nmims_ stem cells

7/23/2019 JBIMS Presentation_NMIMS_ Stem Cells

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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





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Unexpected

>Are you sure it is

safe

Promotions

Customer Service>Customer complaint cell

Enquiry Channel>Lead to sales executive at thecounter

> Telebrands

ReeVeda




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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



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Marketing Mix

ReeVeda Price Leader PAN India

a) OOHb) Direct mail

c) Publicrelation

(Hospital)d) Trade

promotion

(Doctors)



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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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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



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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



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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


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


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



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


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.



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Concept 8 (Corporate ad )

WHYBecause its

Reliable

Efficient

Affordable



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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

jbims presentation_nmims_ stem cells

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