A presentation made for

by

EMBA Batch , Group3 5th April , 2012

Mind Map
Should talk bout our understanding of Reelabs

Mission
to benefit human life through rejuvenating therapies

Vision
to be dominant player through innovative and cost effective therapies

Corporate Objective
To become a dominant player in the stem Cell Industry

Value Drivers
HONESTY, QUALITY, AFFORDABILITY, TECHNICAL EXCELLENCE, PROFESSIONAL ETHICS

Value Proposition
Quality Stem Cell solution Near You

Reliable,Efficient and Affordable Stem Cell Solutions for a disease free life

Differentiation

Latest technology ensuring the safety and security of the produce

Marketing Plan

Analysis | Problem | Objective | Strategy | Tactics

Value Chain Analysis

Values we give to our customers
Stem cell storage Immediate collection & Processing through Industry leading excellence
Services Benefits Stem cell storage Long term safety, Viability & unbeatable count of Babys stem cell Stem cell therapy Painless and affordable treatment

Stem cell therapy Through Latest & Most effective techniques

Healthy and Happy living!

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

Stem Cell Market in India

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. LifeCell, the first such organisation to bring this concept to India, claimed that about 20,000 parents 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 it made an entry in the country four years ago.

Consumer Analysis and Interpretation

Awareness About Stem Cell

No , 50% Yes, 50%

Partial Awareness of Stem Cell Technology Low Brand Awareness of Reelabs Consumer are not well informed by the Medical
Fraternity

Brand Awareness
ReliCord , 33% ReeCord , 17% Lifecell , 67% Cyro, 50%

Lifeste m, 17%

Medical Fraternity on Stem Cell

yes , 25%

No , 75%

* Through a market Survey of 25 Women

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.

Threats:
Established, bigger players in the market Negative news reports in the media Resistance from the doctors

Interpretation of SWOT Analysis

Weak Brand Identity and Awareness Focus on increasing footprint in the existing segment

Competitor Analysis

Company

Chaitanya LifeCell Stem Cell Competitor Analysis Yes Yes

BabyCell

ReliCord

CryoSave

CryoBank

ReeLabs

Stem Cell Banking? Stem Cell Therapy? R&D? Types of SCB

Yes

Yes

Yes

Yes

Yes

Yes

Yes

No

No

No

No

Yes

Yes
Bone Marrow

Yes
Cord Blood Cord Tissue Menstrual Blood

No
Cord Blood

Yes
Cord Blood

No
Cord Blood Cord Tissue

No
Cord Blood

Yes
Cord Blood Cord Tissue Menstrual Blood Amniotic fluid Bone Marrow Adipose Tissue Muscular Dystrophy Paraplegia Diabetes Alzheimer's Cerebral Palsy Multiple Sclerosis

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.

Based in N/w of centres Accreditions

Pune
No

Chennai
100 centres across India AABB/DSIR/IS O

Mumbai
17 centres across India

Mumbai
Centres across India

Bangalore
9 Centres across India AABB/ISO/WHO/GM P

Gurgaon
100+ centres across India AABB/ISO

Mumbai
4 Cen tres in Western India AABB/GLP/GMP

ISO

Interpretation of Competitor Analysis

Focus on niche segments Establish identity Offer Therapy, Sell Stem Cell Banking

Macro-Socio Economic Analysis

There is a negative opinion about Stem Cell therapy amongst the medical community. Doctors do not prescribe Stem Cell banking to expectant mothers. Stem Cell industry is regulated by the Indian Council For Medical Research (ICMR) guidelines. Any change in the guidelines might impact the company.

Doctors lobby (Difference of opinion) Low Awareness Strong International Brand Ethical issues

5 Forces (ReeCord / ReeCure)

New technology

Not required : can be spoken of when the interpretation is brought up

New Technology in current medical science

Too many player in small market

Interpretation of 5 Forces

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

Brand Customer Touch Points

Promotion

Touch point can be put on one slide for ReeLabs, ReeCure, ReeVeda or we should consolidate and keep it for ReeLabs only
Enquiry 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

Customer Service >Fast response to Enquiry >Always Connected during the Pregnancy period > Flexible Payment option > CRM (Online Account)

Brand Customer Touch Points

Promotions

Touch point can be put on one slide for ReeLabs, ReeCure, ReeVeda or we should consolidate and keep it for ReeLabs only
Customer Service >Educate the customer

Unexpected >Very Expensive R&D @ Trials stage, Not sure Govt will not allow it soon as it is unethical They are fooling you

Enquiry Channel Direct Phone Website

Brand Customer Touch Points

Promotions

Touch point can be put on one slide for ReeLabs, ReeVeda ReeCure, ReeVeda or we should consolidate and keep it for ReeLabs only
Customer Service >Customer complaint cell

Unexpected >Are you sure it is safe

Enquiry Channel >Lead to sales executive at the counter > Telebrands

Target Segmentation For ReeCord

Embryonic stem cells

Umbilical cord blood stem cells

Umbilical cord stem cells

22-25 years

25-28Years

28-35 Years

8-15 Lacs

15-23 Lacs

24-32 Lacs

Target Segmentation For ReeCure

Accidental Case

Lifestyle Disorders

Hereditary Disorders

30-40 years

4055Years

55-65 Years

8-15 Lacs

15-23 Lacs

24-32 Lacs

Target Segmentation For ReeVeda

Students

Home Makers

Working Professionals

< 25 years

25-45 Years

> 45 Years

8-15 Lacs

15-23 Lacs

24-32 Lacs

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)

Brand Positioning

F C B
Grid

Rational

Promotional Strategy Informing

ReeVeda

Marketing Issues

Awareness Lack of belief Doctors Lobby Branding

Cost

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

On
Plan

the basis of the market analysis, SWOT

analysis,FCBGrid, Competitor Analysis, Situation analysis.......we suggest the following

IMC

Marketing Mix

Can Combine into 1 slide

ReeCord Price leader (due to Location advantage/ Better VCA) Western India (Focus on Mumbai)

a) OOH b) Social Media c) Direct mail d) Print (Lifestyle Event e) Trade promotion (Doctor)

Marketing Mix

Can Combine into 1 slide

b)

ReeCure

Offer highest quality

Western India (Focus on Mumbai)

a) OOH Direct mail c) Public relation (Media Relation) d) Trade promotion (Doctors)

Marketing Mix

Can Combine into 1 slide

b)

ReeVeda

Price Leader

PAN India

a) OOH Direct mail c) Public relation (Hospital) d) Trade promotion (Doctors)

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 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 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.

Communication Positioning
Sell Sell Sell Sell the concept of Reliability the concept of Trust the Success Stories that it can be passed down for generations

Message Source
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 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 Chandrasekar 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.

Communication objectives

To create awareness and Sell STEM CELL as a Therapy.

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
(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 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

Communication Channels (Reelab)

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 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 Banking or 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)

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 be mother 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)

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 postion it as a dynamic player and influencer in the indian market

Concept 1
be Mothers

(Message: Sensitive, Emotional) , Objective : Awareness Cord Blood Banking , Audience : To

Before I am Born, Mom take care of my Future, All your Love, Wishes & Blessing Lies within 1 Cord

Storage | Therapy | Nutriceuticals

Concept 2

(Message: Sensitive, Humour, Objective : Awareness Therapy, Audience : Elderly)

My 80 years old Grandpa is on a Jog Thank you

Storage | Therapy | Nutriceuticals

Concept 3

(Message: Sensitive, Emotional) , Objective : Awareness - Therapy , Audience : Athletic Youth )

Sometime back his elbow gave him a problem. But now he has

Storage | Therapy | Nutriceuticals

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

Storage | Therapy | Nutriceuticals

Concept 4

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

70 and feeling twenty

Storage | Therapy | Nutriceuticals

Concept 5

(Message: Informative, Objective : Awareness Cord Blood Banking, Audience : Women/Husbands)

Reasons to save that Cord

Blood
A 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 Peace of Mind Immediately 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

Storage | Therapy | Nutriceuticals

Concept 6

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

UMBILICA L CORD BLOOD BANKING by

Storage | Therapy | Nutriceuticals

Concept 7

(Corporate ad )

Incorporated in 2009 , Reelabs is a end to end

solution provider for cord 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

Concept 8

(Corporate ad )

WHY
Because its Reliable Efficient Affordable

Storage | 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

ACT BEFORE IT STRIKES

Storage | Therapy | Nutriceuticals

ALL THIS SOUNDS GOOD BUT HOW MUCH ARE WE WILLING TO SPEND ?

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 a percentage of sales method

Proposed Spend
Activity Public Relations Online Acitivies ( SMM,SEO, SEM, Email Marketing, Mobile Marketing) Advertising Miscellaneous Spend / Month INR 1,00,000 INR 1,00,000 INR 2,00,000 INR 1,00,000

Total Budget

INR 60 lakhs

References

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 :)

Bottles, bibs, blankets and booties Diapers, late nights & parental duties While you prepare for the grind Dont forget to give your child The Gift of Life from

Thank you

Group 3 Jesal Kachalia, Suman Bal, Gurneet Makkar, Ashish Poladia, Uday Darp, Lalit Jaisingh, Madhura Gurav