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Health Discovered Marketing Plan Part 1

Strategic Marketing Management. Health Discovered Marketing Plan Part 1. Presented by : James Fitzgerald Sean Baretich Duncan Stephens William Soeryadi Tyler Smith. Executive Summary. We have prepared a quality marketing plan for Health Discovered based on the following research :

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Health Discovered Marketing Plan Part 1

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  1. Strategic Marketing Management Health DiscoveredMarketing Plan Part 1 Presented by: James Fitzgerald Sean Baretich Duncan Stephens William Soeryadi Tyler Smith

  2. Executive Summary • We have prepared a quality marketing plan for Health Discovered based on the following research: •  The company and its mission •  Thorough analysis: • Situation • SWOT • Industry • Customer • Market and Customer Insights • Current marketing plan

  3. Health Discovered • Wellness consulting firm • Informs and encourages customers • Based in Des Moines, Iowa • Dietary guidance • Nutrition • Portion • Recipes

  4. Health Discovered • Physical fitness guidance • Kinds • Techniques • Motivation • One-on-one interaction with health professionals • Credible • Many years in health field • Web-based delivery of services • Anytime • Anywhere • Expansion

  5. Mission and Goals "Achieving healthier individuals, families, communities, and planet is the vision of HEALTH DISCOVERED, LLC.  Our passion and focus is a balanced approach to health combining real food, activity and connection to self and others, to unleash each person’s full potential." • Trans-formative approach • Comprehensive (unlike 8-minute abs) • Reversing bad habits

  6. Situation Analysis • Start-up in preliminary stages • Office space in January 2012 • Web site will go live in one month • Currently using a test group to analyze the program

  7. Strengths • Credentials/expertise • Sincere passion • Comprehensive program • Connections with medical professionals

  8. Weaknesses • Virtually no advertising budget • No testimonials • Web site going live before office lease starts • There is no strategic plan

  9. Opportunities • No direct competition • Possible first-mover advantages

  10. Threats • Gyms/Health clubs • Poor economic climate • Health food or supplement shops • Jenny Craig • Weight Watchers

  11. Industry Analysis • Market is flooded • Infomercials • One-move products (home pull-up bar) • Weight Watchers, Jenny Craig, etc.

  12. Industry Analysis • Extremely large market • Diabetics • Celiac • Overweight • Turnover • Customers constantly giving up and coming back later (i.e. lady who joined Weight Watchers for the tenth time)

  13. Customer Analysis • Moderate to high level of disposable income • Low to moderate disposable income may be supplemented by desperation • Diabetes • Celiac • Obesity •  Ready to commit to lifestyle change

  14. Market Insights • Large number of potential customers • Likely difficult to achieve rapid growth solely on WOM • Great first-mover potential • If dramatic results occur • If results drive testimonials • If testimonials are sufficiently "publicized"

  15. Customer Insights • Two Main Segments • Women • Middle to upper-class • Age 30-65 • Between average physical health and obese

  16. Customer Insights • Men • Referred by medical professional •  Obesity, heart disease, diabetes, etc. •  Disposable income somewhat less important

  17. Current Marketing Plan • Professional web site • Testimonials from pre-launch test • Word-of-mouth • Partners do not want to spend on advertising

  18. Jennifer’s ideas • Spend virtually no money on initial advertising • Rely mostly on ‘word of mouth’ tactics • Social media • Create brand awareness through existing relationships • Not recommended because of lack of control • Perhaps create a brochure to be available in medical facilities

  19. Jennifer’s ideas • Health Discovered website will be focal point • Unique log-ins will allow users to access appropriate data based on the plan purchased • Testimonials will begin to accumulate once business gains momentum.

  20. Questions?

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