...Senior Health Plus Case Study 25 Selena D. Fleming University of Maryland HCAD670- Dr. Capstone Senior Health Plus Case Study History Senior Health Plus is a Medicare HMO Services Organization which has been in existence for 20 years in Newport Beach, Santa Ana, California. It is known as a grassroots organization which focuses on maintaining the independence of senior citizens. The CEO had a history of facilitating creative approaches to overcome medical and social challenges. It had become quite impressive as well as a progressive healthcare system for the elderly to partake in. Jamie Richards become the new VP of Human Resource for Senior Health Plus after leaving a previously challenging job working with HMO patients. She had been hired at a highly anticipated time when the organization was rapidly quickly and the moral of the employees was at a high. Internal Strengths & Weakness Strengths Good financial management. Due to the growth of membership over the years, the Senior Health Plus has had a good financial position. They were up to seven offices in their base location of southern California. They expanded graphically to meet the needs of their current customers and to encourage new prospective customers. Knowledgeable Staff. While the Senior Health Plus staff is knowledgeable; she would have to keep the workforce progressing with positive moral. The values of the corporation were passion, integrity, respect, and responsibility...
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...MARKETING PLAN Senior Care Plus Final Draft Marketing Management Keller Graduate School of Management Contents 1.0 Executive Summary 3 2.0. Situation Analysis Overview 4 2.1. Market Summary 4 2.2. SWOT Analysis 8 2.2.1. Strengths: 8 2.2.2. Weaknesses: 8 2.2.3. Opportunities: 9 2.2.4. Threats: 9 2.3. Competition 9 2.4. Product Offering 10 2.5. Keys to Success 10 2.6. Critical Issues 10 3.0. Marketing Strategy Overview 11 3.1. Mission Statement 11 3.2. Marketing Objectives 12 3.2.1. Brand Identity 12 3.2.2. Value Proposition 13 3.2.3. Estimated Unit Sales 14 3.3. Financial Objectives 15 3.4. Target Markets 15 3.5 Positioning 17 3.6 Pricing Strategies 18 3.7. Marketing Attack Strategy 19 3.7.1 Advertising 20 3.7.2 Public Relations 21 3.7.3 Internet 21 3.7.4 Sales Promotion 22 3.8. Marketing Research 24 4.0 Controls Overview 24 4.1. Progress Milestones 25 4.2 Marketing Organization 26 4.3 Contingency Planning 26 4.4 Conclusion 27 References 29 1.0 Executive Summary The aging population of America is, no doubt, booming. Thus, a good number of businesses have been organized that cater to this sector of society. One of these are those retail stores that serve the needs of the senior population. Senior Care Plus (SCP) was conceptualized to specialize on the sales and service of specialized lifts, mobility aids, bed and bath safety products, medical alert systems...
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...$5 Billion Plus ‘Coca Cola’ is the world’s 2nd best known English term (‘O.K.’ is number 1). It is the world’s biggest and best-known brand. It sells 1.4 billion soft drinks per day and makes more than $5 billion profit per year. Yet Coca-Cola is scared. Throughout the west, fizzy drinks are seen as unhealthy; and the richer people get, the more they worry about health, fitness and their appearance. Coke is no longer ‘it’. In 2004 and 2005 Coca-Cola sales were actually falling in America and Europe, for the first time since the brand’s birth in 1886. The brand may be struggling, but the company itself is fighting fit. The 2006 launch of Coke Zero was a huge success in America and Britain. The idea of ‘Bloke Coke’ showed great marketing understanding in a market where Diet Coke is largely targeted at 20-30 year old women. In the first 16 weeks from its July 2006 launch, Coke Zero sales were £24.1 million, the biggest launch success of any new grocery product for the last 3 years. The success of Coke Zero has reversed the sales drift among men. But what about women? Autumn 2007 sees the next stage in coca-cola’s marketing strategy: the launch of diet coke plus. Diet coke has been a fantastic success since its launch in 1982. Its 25th birthday has been celebrated in 2007 through a special silver can (very hard to get hold of). Diet coke has been called ‘the greatest extension strategy in business history’. In the UK Diet Coke’s silver can often outsells coke’s red one. ...
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...Victor Brand presents analyses of the management case by academicians and practitioners DIAGNOSES ANALYSIS CASE ANALYSIS I Venaik Sunil Venaik Assistant Professor, Marketing Area Indian Institute of Management, Ahmedabad e-mail: svenaik@iimahd.ernet.in T he objective of this case is to review Victor India Ltd.’s (VCIL) past decisions and prepare an action plan that will enable the company to survive and grow successfully in the future. VCIL is in three types of cocoa-based product businesses. First is the industrial products business of semi-processed cocoa used in different stages of chocolate manufacturing. Second is the chocolate business where it competes with large, established brands owned by multinational companies. Third is the cocoa-based beverage business. The focus of the case is mainly on VCIL’s cocoa-based beverage business. THE BEGINNINGS The company set up a plant with large production capacities to produce and market chocolates under its own brand name. The capacity utilization for the various product lines in 2000 ranged from 9 per cent to 40 per cent. On closer examination, it is seen that the highest capacity utilization is in the industrial product lines of cocoa bean crushing and cocoa powder (40% and 30% respectively). The capacity utilization for the consumer product lines ranges from 9 per cent for the moulded chocolate line to 23 per cent for the Victor Plus beverage line. Due to the low capacity utilization, especially in its consumer...
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...Phelps Group: Building Brands Through IMC Shereko Thrasher sherekot@yahoo.com Course MKTG 578 Professor Lynn Szostek November 25, 2012 Video Case Study: Phelps Group: Building Brands Through IMC How interesting is this topic since my maiden name is Phelps, of course, no relation. As I listened and read through this video case study, it felt as though I was watching a movie and these were the commercials I viewed during the break. The branding strategy the Phelps Group used to implicate Blue Shield 65 Plus is brand extension, where the existing name of Blue Cross Blue Shield extends to a new category. Based on the communications elements shown for Blue Shield 65 Plus (ads, print material, etc.), answer the following. Explain your answers. Describe the target market with which Blue Shield 65 Plus wants to communicate? The target market would include senior citizens that are 65+ who are Medicare recipients, retirees and plan service area residents. These people are also self-reliant and lead active lives. They do not want to have to depend on others to help them if there are sufficient means available. Channel members (those who influence the target-market members) can be communicated with as well. What effect does Blue Shield 65 Plus want its communications to have on the target audience? It wants their target market to understand that nobody knows them like them. They also want them to know that the program is flexible, customized and simple, just...
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...Is it Important for Senior Citizens to Learn Technology? Second Industrial revolution was the period of new inventions, also known as technological invention's time period. Technology has marked its value and significance in every occupational field. It has changed the way people live and proceed. Modern school life to an occupational career university, to a common resident in United States, technology has been overcoming from past years. For many senior citizens, technology is the way of making social connections and engaging themselves in productive and informative activities. Senior citizens are slow to new technology but they are facilitated with them. Use of computers and mobiles are very common, it helps them to spend their time joyfully at the age of life when they have time for others, but other people are busy and do not have time for them. According to a writer at New York times, most of the people don't know how to use technology, the use of internet, phones and laptops are like foreign language to them (Span 1). Many people are not interested in learning and using technology, but others are very curious about new technical inventions and their use, as that all is their primary source to surf time in their old ages. New technology keep seniors busy, socially connected and mentally active. There are so many new technologies that are helping senior citizens every day, with their routine works, important payments and fees to submit, and also online assistance for...
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... A critical analysis of the entire soup industry indicated the situation as dismal and with no end in sight. Because of the increased health concerns amongst American consumers and the perception of most soups as being high in sodium and full of preservatives, many consumers have either stopped buying soup entirely, or have moved to fresher, healthier soups. Not only is the report slightly negative, but the company’s own market share, sales, and profitability has been slipping for the past three consecutive years indicating only one thing: new strategies had to be implemented in order to subside the downward spiral. The people he depended most on in his division had all provided their own careful analysis and recommendations, but despite their efforts, there was no comprehensive solution amongst any of the recommendations. There was however one point which Clark felt was his division’s most pressing need: in order for the company to grow, it had to target products to a younger audience despite the fact older segments consumed a majority of condensed and ready to eat (RTE) soups. In order to acquire this group however, the correct marketing strategies had to be assessed and implemented, and fast. Marketing objectives for Brannigan include the following: * Increase profits by 3 percent every year for the next 5 years * Develop 2 new products internally over the next 5 years * Increase shelf space by 1 percent over the next 5 years *...
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...Abstract Health care utilization has fluctuated over the past few years. Some things that have been effected are health care spending, health care cost, and the use of name brand and generic drugs. Since the Affordable Care Act has come into play, it has caused some changes for the better. Although name brand drugs are being declined, more generic brands are being produced to be cost effective for both the insurer and the consumer. Many different types of Americans are effected by the health care reform, and the first step starts with making sure everyone is educated on the benefits. After everyone is educated an action is taken, Americans will be healthier as a whole. I will go over many facts that support the healthcare reform, the pros and cons, and much more. Keywords: Health Care utilization, Affordable Care Act Health Care Utilization Paper Recent health care reform measures have expanded access to care by allowing more Americans access to affordable health care. When President Barack Obama introduced the Affordable Care Act to us and signed it into law on March 23, 2010, he meant for it to provide affordable, quality health care for all Americans and reduce the growth in health care spending. Although Obama Care has caused tremendous growth in the healthcare reform, this plan has been in the works for decades now. One way the health care reform has expanded access to care is by making it affordable for seniors to pay for their medication. The Medicaid part d prescription...
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...A Case Study on Britannia NutriChoice SGM Submission Submitted By Group 1, Section B Alok Thapliyal (B12070) Ankit Kapoor (B12071) S. Swetha (B12106) Saswat Nanda (B12109) Vini Khabya (B12126) 1/12/2014 Britannia NutriChoice Case Study Realigning a successful health positioning with the demands of Indian consumers' changing lifestyles Britannia NutriChoice has become a pioneer in the Indian biscuit market by offering the elusive combination of a ‘health with taste’ value proposition to an emerging set of health-conscious and discerning consumers. This case study analyzes the evolution of the NutriChoice brands over the last decade and examines various strategies adopted by Britannia to grow the brand into its present marketleading position. The Journey • Britannia NutriChoice was the first brand to recognize the needs of the fast-emerging segment of health conscious consumers in India and, for the first time, attempted to combine health with taste in the biscuits market. Through this proposition, Britannia NutriChoice attempted to mitigate the myth of healthy food being low on taste and flavor. • Until 2005 the company market-tested a number of product concepts under the NutriChoice umbrella and, in the process, developed a deep understanding of the need states of India's emerging healthconscious population. The company’s restructuring in 2005 gave a fresh perspective to its otherwise quiescent product portfolio. • NutriChoice was instrumental in broadening the...
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...op yo rP os t www.hbr.org H B R CAS E ST U D Y Can Transition expand without losing its elite aura? Six commentators offer expert advice. AND COMMENTARY How Do You Grow a Premium Brand? by Regina Fazio Maruca Do No tC • Reprint 95205 H B R CAS E ST U D Y rP os t Transition is the Tiffany of health clubs. Now its owner wants to expand. op yo How Do You Grow a Premium Brand? No tC Do COPYRIGHT © 1995 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. by Regina Fazio Maruca It was a great idea. The first of its kind. A series of ultrapremium health clubs located in major cities throughout the world. Targeted at senior executives too busy to eat. Frequent business travelers. Singles. People who just plain liked the extra attention and pampering and could afford to pay for the best. And it really had taken off. Since its flagship club had opened at one of New York City’s most prestigious addresses 15 years ago, Transition’s sales had doubled each year. The first location, a 25,000-square-foot facility with 14 full-time staff members, plus numerous sales associates, was almost maxed out at 2,300 members. Within its first two years of operation, Transition had opened similarly popular facilities in other major cities: Chicago, Washington, Los Angeles, London, Paris, Milan, Singapore, Hong Kong, and Tokyo. Within five years, it was also operating through the five-star Printemps...
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...expansion. Here we report on some of the consumer thoughts shared from Brazil, China, India and Japan. WGSN FACT FILE Brazil's neoconsumer has a global outlook, is multichannel and digitally connected. China's middle class is focused on the future, driven by ambition and pressured to succeed. In India a new sense of "price plus" value exists, based not just on price but factors such as quality, fashion and service. In Japan three key trends exist: multichannel, convenience and sustainability. BRAZIL A new consumer has been built by Brazil’s changing market, said Marcos Gouvea de Souza, director general at Brazilian consulting firm GS&MD. Despite turbulent times on a global scale during 2008/09, Brazil saw a growth of 10.7% in retail performance in 2010, the third highest increasing rate worldwide. This is the result of unemployment being at its lowest level in 20 years and wages seeing consistent increases over the past five years, explained Gouvea de Souza. At 43% of GDP, credit is now at the highest it has ever been in the country as well, although it remains relatively small when compared to the likes of the UK's 187%. “Consumers are now looking for brands, goods and services in ways they never have before,” Gouvea de...
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...outline are： Paramount Health and Beauty Company Ultra thin five blade and vibrating technology- technology leading position 2011 - Introduce new Clean Edge target at niche market 2012 - Sunset Avail 2013 - Cut Clean Edge price to occupy mainstream market 2013 - Introduce Clean Edge Plus target at niche market to increase market share 2014 - Technology leading position in market, to achieve 472million annual revenue, and 32% market share in US non-disposable razor market. Our 推出新产品定位niche 2年后降价定位主流市场 并推出plus a new non disposable razor Clean Edge with cutting edge technology to improve men’s shaving experience by the use of leading vibrate technology in the super premium segment. 1. 我们的新产品有CE ultra thin five blade and vibrating technology， technology leading position 2. 我们将于2011推出CE，target at Niche market 3. 我们将于2013 cut CE price，to occupy mainstream market。 4. 同时我们将推出CE Plus，我们的客户是（高端客户），在市场保持领先地位share。 5. 我们的总体目标是2014年达到XXX. Our principle is technology leading, 1. 现在市场中super占最大。 2. 同时social是最大的消费群体。 3. 所以，我们决定将我们的主要客户定位在xxxx上。 1. 我们现在主要的竞争对手有XXXX。 2. 在这个市场我们市场份额的市场份额是0。 3. 在XXX市场中产品的最高定价为xxx-xxx。 4. 因为我们的技术处于绝对领先地位。 5. 所以我们将我们的定价定位：xxxx和xxxx。 6. 目前从市场中高端产品的走势中可以发现，我们进入高端市场是可行的。 Marketing Paramount Health and Beauty Company-Health, Cleaning, Beauty and Grooming...
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...Health Care Utilization Danjerell Burks HCS/235 July 16, 2014 Joseph Chiappetta The Affordable Care Act started changing the country’s health-care system almost from the moment it was signed into law in March 2010. It has already expanded coverage of young adults by allowing them to stay on their parents’ plans until they turn 26, outlawed lifetime limits on what insurance will cover, lowered the cost of drugs for seniors on Medicare, caused 13 million consumers to get premium rebates totaling some $1.1 billion, and expanded access to free preventive care for patients of all ages. Last summer it survived a challenge in the U.S. Supreme Court. But all that is prelude to the transformation coming in 2014, when almost all Americans will have access to affordable health insurance that covers essential care. By Oct. 1, 2013, every state will have an insurance exchange—an organized marketplace where individuals and small-business owners can select from among the entire qualified private health plans available in their area. It’s expected that most consumers will shop on their state’s marketplace online, but they can also shop by phone, through brokers, or with the personal assistance of trained helpers called Navigators. There will also be help available for consumers who don't speak English. The health care law was intended to expand the government-run health program for low-income Americans to cover up to 16 million more people with household incomes up to 133 percent...
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...Grand Prix at Cannes, two D&AD Yellow Pencils for design and advertising, plus the 2009 Emmy for an Outstanding Commercial. Most recently, it has been recognised, once again, as the top performer in Best Global Brands 2009, the annual report from brand consultancy Interbrand. As the world’s most valuable brand, Coke comes in at $68,734 million, some three per cent higher than a year ago. This is no mean feat in a year when the global credit crunch and recession hit the brand, leading consumers to cut back on almost every area of spending – including eating and drinking out. Coke has held its pole position for ten years, staying ahead of other famous brands such as Toyota, Disney, McDonalds, Marlboro and Intel. Quite simply, there is no other brand like it. The report credits Coke’s success as being due in part to, “its edgy campaigns that continue to push boundaries.” In particular, it notes the current, ‘Open Happiness’ campaign that is targeted at consumers, “longing for comfort and optimism in a tough time.” “We’re enormously proud of winning these awards,” says Pio Schunker, senior vice president for Creative Excellence, Coca-Cola, North America. “They are testament to the power of creativity and how it can reiterate Coke’s position as a leadership brand at every touch point with consumer – from advertising and packaging, to cups, vending machines and trucks.” Keeping a big brand great – especially in creative terms – requires constant vigilance and a determination...
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...broadening the merchandise at feasible prices. Unlike the other drug stores Walgreen store was attractive and brightly lit, had wider aisles, and provided pots and pans, which was unheard of as well as products for health and wellness. Walgreens insisted on a wonderful customer experience, himself and his colleague personally greeted each customer. Always thinking of ways to grow a customer base, Walgreen also provided hot food during the cold season. Walgreens competition only served cold items ((n.d., Our Past). Like Walgreen, management today consistently keeps new ideas going to satisfy their growing customer base. Today Walgreens is continuing to provide a well experience for customers. Besides upgrading the physical store, management trains employees on how to provide exceptional customer care. Management continues to provide the right products and solutions in every neighborhood store in America. Upon the stores success, Walgreens has expanded the number of stores incorporating its well experience concepts from 400 at the start of fiscal 2013 to 600 today ((n.d., Our Past). Like the past Walgreens carries products from home care products, to medications. This makes it easy for customers to shop and get everything they need. Doing this expands retail and health...
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