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  • 1. Responding to legal changes in the market environment through revision of a marketing strategy Medi-spa Case Study Natalia Karlsson 100311752 n.karlsson1@unimail.derby.ac.uk 1
  • 2. Founded in 2009, this medi-spa is located in Moscow, Russia. females 25-45 middle-to-high income Company Background 2 Spa’s key target audience:Spa’s core service offerings: Medical aesthetic and rejuvenation treatments (laser treatments, medical-grade dermabrasion and peels, fillers and botulinum toxin injections, radio frequency face and body therapy etc.) Marketing budget Focus on marketing & advertising investments: 20-30% of gross revenue Marketing approach Key activities: outdoor and print advertising
  • 3. 3 Problem description In Russia, the majority of aesthetic procedures is legally considered as medical. As of January 1, 2014 Russia bans all medical advertising (Amendment to Federal Law #38-FZ “On Advertising” from 2013-11-25) Despite significant marketing investments, a detailed marketing audit has not been conducted in several years. The company’s web page is not properly developed with very limited amount of information, low usability and visibility in search engines (Google, Yandex —Russia’s largest search engine). Its social media presence is minimal (rarely updated group pages in Facebook and VK — the largest social network for Russian speakers) and not thought-through. Legal loophole — in its current state, this new regulation does not cover “providing educational information” both online and offline as well as social media
  • 4. 4 • New legal regulation Political factors • Economic growth and purchasing power Economic factors • Impact of emerging technologies • Belonging and self- presentational needs • Lifestyle trends Marketing Current situation The spa does not aim at reaching a new target audience or at introducing a new product/service. However, its existing marketing strategy needs to be updated due to an influence from its macro environment. PEST analysis Social factors Technological factors
  • 5. 5 1 Situation analysis Where is the company now? 2 Objectives Where does the company want to get to? 4 Strategy Marketing planning SOSTAC model 3 Strategy How is the company going to get there? (The Big Picture)4 Tactics How is the company going to get there? (The Detail) 6Control Who is going to contribute, how much will it cost and how will the company know if this is working? 5 Action Who is going to do what and when?
  • 6. 6 Marketin g audit needs to be conducted to identify legal breaches and to determine whether any elements of current marketing strategy can be still used. Communicate to the target audience in a legally appropria temanner through offline activities and digital marketing . Offline: - Informational brochures - Thematic evenings - Focus on personal brand Online: - Webpage - SEO - Social media Situation analysis Objectives Strategy Tactics Marketing planning SOSTAC model Action Control Shift towards online communication and knowledge sharing.
  • 7. 7 External Internal To identify potential legal breaches - Can be conducted by an internal auditor after additional training. - Should be carried out immediately to avoid fines. Marketing audit Marketing environment To identify if any elements of existing marketing strategy can still be used (both on- and offline) Action Implications HR: Thematic seminar for the spa’s marketing team (external business coach). Finance: Training cost: € 150/person (*3 marketing managers) = €450 Forfeit: breach of long-term contracts with the outdoor advertising company and magazines. - Offline communication can be reviewed internally - Online (i.e. website) should be analyzed by an external professional provider.
  • 8. 8 Online marketing Overview Online marketing is the cornerstone of the spa’s new marketing strategy. - Website (knowledge sharing and usability). - SEO. - Social media.
  • 9. 9 Online marketing Website: knowledge sharing and usability Knowledge sharing can be beneficial not only for the spa’s offline communication but also for its online presence. According to the new legal regulation, medical businesses are still allowed to share general treatment information, practice personal branding (advertising people, not services) and provide links to their suppliers’ websites (i.e. indirect advertising). Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
  • 10. 10 Marketing audit
  • 11. 11 “Shift towards knowledge sharing” Offline marketing Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s Mobile solutions Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s Optimisation Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s Research Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s Developing
  • 12. 12 Offline marketing
  • 13. Online marketing
  • 14. 14 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Marketing Current situation
  • 15. 15 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. 3 Columns SampleLorem Ipsum is simply dummy text
  • 16. 16 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Lorem Ipsum is simply dummy text of the printing and typesetting industry. Project Name Portfolio Samples Lorem Ipsum is simply dummy text
  • 17. 17 Portfolio Samples Lorem Ipsum is simply dummy text
  • 18. 18 Portfolio Samples Lorem Ipsum is simply dummy text
  • 19. 19 Info-graphics
  • 20. 20 2014 2015 2016 2017 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Infographics Lorem Ipsum is simply dummy text
  • 21. 21 Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text 2006 2007 2008 2009 2010 2011 2012 2013 2014 Lorem Ipsum is simply dummy text Infographics Lorem Ipsum is simply dummy text
  • 22. 22 38% Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title 19% Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title 5% Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title 19% Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title Infographics
  • 23. 23 Infographics Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. 10% 25% 15% 50% 10% 25% 50% 50% 50%
  • 24. 24 Lorem Ipsum is simply dummy text of the printing and typesetting industry. 35 % Lorem Ipsum is simply dummy text of the printing and typesetting industry. 45 %Lorem Ipsum is simply dummy text of the printing and typesetting industry. 55 % Infographics Lorem Ipsum is simply dummy text Medical aesthetic and rejuvenation treatments (laser treatments, medical-grade dermabrasion and peels, fillers and botulinum toxin injections, radio frequency face and body therapy etc.)
  • 25. 25 80 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title 70 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title 50 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title 30 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title Infographics Lorem Ipsum is simply dummy text
  • 26. 26 2012 2013 20142011 Male Female Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text Infographics Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
  • 27. 27 87 100 25 87 100 25 87 100 25 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title Lorem Ipsum is simply dummy text of the printing and typesetting industry. Title Infographics Lorem Ipsum is simply dummy text
  • 28. 28 25% Lorem Ipsum is simply dummy text of the printing and typesetting industry.25% Lorem Ipsum is simply dummy text of the printing and typesetting industry. 25% Infographics Lorem Ipsum is simply dummy text Medical aesthetic and rejuvenation treatments (laser treatments, medical-grade dermabrasion and peels, fillers and botulinum toxin injections, radio frequency face and body therapy etc.)
  • 29. 29 30% 15% 55% 60% 70% 30% Infographics Lorem Ipsum is simply dummy text
  • 30. 30 70 100 90 30 Infographics Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
  • 31. 31 1 2 3 4 5 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Infographics Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
  • 32. 32 4 Lorem Ipsum is simply dummy text of the printing and typesetting industry. 2 Lorem Ipsum is simply dummy text of the printing and typesetting industry. 3 Lorem Ipsum is simply dummy text of the printing and typesetting industry. 1Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum is simply dummy text of the printing and typesetting industry. 1 2 3 4 Infographics Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
  • 33. 33 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard. Data Charts Lorem Ipsum is simply dummy text
  • 34. 34 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard. Data Charts Lorem Ipsum is simply dummy text
  • 35. 35 Data Charts Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard.
  • 36. 36 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard. Data Charts Lorem Ipsum is simply dummy text
  • 37. 37 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard. Data Charts Lorem Ipsum is simply dummy text
  • 38. 38 Data Charts Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard.
  • 39. 39 Orders per month Earnings Population More 1 mln. Less 1 mln. More 1 mln. More 1 mln. Less 1 mln. More 1 mln. Goods 1 150,000 80,000 50,000 22,500 12,000 7,500 Goods 2 200,000 120,000 75,000 30,000 18,000 11,250 Goods 3 100,000 60,000 30,000 15,000 9,000 7,500 Total 450,000 260,000 155,000 67,500 39,000 23,250 Table Sample Lorem Ipsum is simply dummy text
  • 40. 40 Icons Lorem Ipsum is simply dummy text
  • 41. 41 Contact Us Lorem Ipsum is simply dummy text Facebook.com/somename + 45 1662 123 22 45 Twitter.com/somename somename www.neurontemplatesite .com Sample of Title Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
  • 42. 42 Thank You