Anda di halaman 1dari 10

Mentor INC.

Breast Implants in India


Launch Plan

Team vishkar
Arpitha Chandrashekar arpithac14@iimk.ac.in
Ashok Prasad ashokpk14@iimk.ac.in
Kavya S S kavyass14@iimk.ac.in
Ramneek Bhargava ramneekb13@iimk.ac.in

Indian Institute of Management Kozhikode


Consumer barriers
Consumer triggers

♀ Constant reminders of
breast
underdevelopment
♀ To feel confident and
look beautiful
♀ To regain lost beauty
due to breast cancer
& other injuries
♀ To compete in
modeling and film
industry
♀ To look beautiful and
make their sex life
more fruitful and
enjoyable
Increase Awareness about Breast
Implants
♀ Encourage the disappointed Patients
♀ Clarify about side effects & the myths
♀ Posters, pamphlets & magazines
♀ Conducting campaign or marathon
♀ Online blog and essay competitions

To encourage society to
support the cause, erase
the myths & taboo
Developing the market
Conduct seminars encourage more
doctors to become surgeons in this
field and workshops for other Medical consultants & their
specialists about breast services
augmentation & reconstruction. to build trust with patients
Invite the famous surgeons as a & make them feel more
guest lecture or chief guest comfortable and loyal to that
particular
Articles by celebrities hospital and surgeon.
who has Send across Follow-up checkup
undergone such schedules,
surgeries to share tips & maintain relationship.
the positive experience
of their life

Online media encouraging


blogging, social network
campaign &awareness essay
competitions
Segmentation
Breast Implants

Breast Reconstruction Breast Augmentation


♀ Generally done post ♀ To enhance the
breast cancer profile
surgery ♀ Improve appearance
♀ Implant procedures of breasts
are less risky and ♀ Remove signs of
requires less ageing
surgery compared
to other •
reconstruction
procedures.
♀ Leaves less signs of
Product Launch Mix
vPerception of high quality while not
vTo product should be marketed making it too expensive.
in two different packaging, vBreast Reconstruction package:
Product

each targeting the separate ØMaintain Price level at

Price
segment. INR36,000
vProduct should be made part Øoffer discounts on bulk
of a total wellness package offers
and combined with additional vBreast Augmentation package:
products. ØBundle medication and
beauty products for post
surgery care

ØSell at higher price range


of INR 40,000. Offer
occasional discounts.
Sales Team
vConduct seminars & educate
Promotion

customers in Malls about vIdentify the established


Breast cancer, its detection and trusted distribution Regional
and treatment
vApproach hospitals promote
Place network to reach the super
Stockist
surgeons and hospitals.
awareness about the product. vMaintain a single non- Regional
vProvide incentives to the conflicting distribution distributor
distributors. channel.
v
Surgeons
v
v
Value Proposition
Good
Good profit distributio
margin n system

Timely
Delivery Supply
chain
management

Reduced
long term
Availabili Vision of cost for
ty of the providing patients ;
product in ultimate care tie ups
different with MRI
Variants screening
and Sizes centers

Total Wellness
package ; related
products and
accessories
Strategy Focus
Creating and Improving Lives
all s t r ategy vision Building advance quality health care systems

es
Business
Existing
in
savings
Energy
needs and concerns of
understanding of the
Building a better
Enhance awareness Be a market leader

the consumers
about Breast in breast implants
al l S t rategy Goals Cancer and its through innovation
treatments in the

various franchisees
market leader in
value of JnJ of a
Leveraging the brand
community

Brand Play
“ We Care ” Approach
ll S t r a tegy Ap proach reflectingJnJs perspectives on
delivering good health care

Distribution Synergy through new Partnership and


Developing best Channel Acquisition shared responsibility
practices to be a Promotions through Discovering new Research and planning
pioneer in patient established possibilities emanating with partnership firms to
id i n g Principles awareness and surgeon from the combined create new values and
distribution channels
education to reach the technologies and improvements in the
customers innovation of Ethicon, products
Inc. and Mentor

Breast Breast
rea o f Emphasis Reconstruction Augmentation
Segment Segment
Providinga value Value proposition
proposition of of better looks,
self esteem, cosmetic care and
confidence, success
health care and
safety
Thank You