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euromedic hellas strategic marketing projects’ plan 2012

Nov.25, 2011

confidential (c) 2011-12, Attune ltd - All rights reserved


‘franchise’ project modules

‘euromed-net’ project modules

‘drug-stores’ project modules

The Affiliate Contract

Euromedic Brand Collateral

The Targeted Clientele per Month

The Account Management Process

The Legal Documentation

The OnLine Affiliate Presence

The Franchise Contract

The Sales Network Catalogue

The Sales Presentation for Affiliates

The Franchise Dashboard

The Partner Training & Collateral

The Affiliate Dashboard

The Partner Analysis & Qualification System

The Sales Budget & the Financial Monitoring

The 2-Tier Conversion System

The B2B Large Accounts Campaign

The ‘Grapevine’ channel update

The Passive Affiliate Attraction System

The Loyalty Program & the Points system

The Product Collateral

The Partners’ Promo Campaigns

The Legal / Finance Backgrounder

The Legal Contract & Documentation

The OnLine Store & eBooking

The Partners’ Network Develop/Management

The Technological Integration

The Sales Presentation for Partners

The B2B Large Accounts Campaign

The Partner Training & Collateral

The Partners Dashboard

The Partner Analysis & Qualification System

The Sales Budget & the Financial Monitoring

The 2-Tier Conversion System

The Product Marketing Plan

The In Shop Promo Campaigns

The Legal / Finance Backgrounder

The Legal Documentation

The Sales Budget & the Financial Monitoring

The Partners’ Network Develop/Management

The Technological Integration

The Sales Presentation for Partners

The Passive Affiliate Attraction System

The Partner Training & Collateral

The Partners Dashboard

The Legal Contract

The Product Marketing

The Ad-Campaigns Development

The Technological Integration

The Sales Presentation for Partners

The Legal / Finance Backgrounder

The Sales Budget & the Financial Monitoring

The Partners’ Network Develop/Management

The Partner Analysis & Qualification System

‘digi-signage’ project modules

euromedic hellas strategic marketing projects’ plan 2012 (c) 2011-12, Attune ltd - All rights reserved

The SEO Dashboard

‘SEO’ project modules

The Web Marketing Strategy


the marketing strategy roadmap... Goal Level

Dec

Jan

Feb

Mar

Apr

May

Increase Local Market Share, Revenue & Brand Visibility Develop a healthy affiliate-to-franchise network around Euromedic labs (gradual conversion)

1

2

Jun

Jul

Aug

Sep

Oct

Capture Competitive Market Share Expand with the ‘franchise’ model to populated metropolitan areas far beyond Euromedic labs

Increase Indirect Revenue Build an advertising digital signage channel for partners

Build Customer Loyalty & Awareness so as to sustain sales’ results Inititate a radical retail process of a customer subsidizing his health expenditures by his routine purchases

The Affiliate Contract

The Account Management Process

The Franchise Contract

The Franchise Dashboard

The B2B Large Accounts Campaign

The B2B Large Accounts Campaign

The Targeted Clientele per Month

The 2-Tier Conversion System

Euromedic Brand Collateral

The Partner Analysis & Qualification System

The Partner Analysis & Qualification System

The Partner Analysis & Qualification System

The Sales Presentation for Affiliates

The Sales Budget & the Financial Monitoring

The Sales Network Catalogue

The Passive Affiliate Attraction System

The In Shop Promo Campaigns

The Sales Budget & the Financial Monitoring

The Partner Training & Collateral

The OnLine Affiliate Presence

The ‘Grapevine’ channel update

The Sales Budget & the Financial Monitoring

The Legal Documentation

The Partner Training & Collateral

The Affiliate Dashboard

The Legal Documentation

The 2-Tier Conversion System

The Technological Integration

The Partners’ Network Develop/Management

The OnLine Store & eBooking

The Product Marketing Plan

The Legal / Finance Backgrounder

The Partner Training & Collateral

The Passive Affiliate Attraction System

The Sales Presentation for Partners

The Partners Dashboard

The Sales Presentation for Partners

The Partners’ Network Develop/Management

The Partners Dashboard

The Product Collateral

The Partners’ Promo Campaigns

The Sales Presentation for Partners

The Loyalty Program & the Points system

The Legal / Finance Backgrounder

The Legal Contract & Documentation

The Technological Integration

The Technological Integration

The Partners’ Network Develop/Management

The Product Marketing

The Legal Contract

The Ad-Campaigns Development

The Legal / Finance Backgrounder

The Sales Budget & the Financial Monitoring

The SEO Dashboard

The Web Marketing Strategy

euromedic hellas strategic marketing projects’ plan 2012 (c) 2011-12, Attune ltd - All rights reserved

Nov


the marketing strategy dashboard...

Franchise

Digi-Signage

Drug Stores

Euromed-Net

SEO

% of new revenue

Lead to Pipeline conversion rate

Lead to Pipeline conversion rate

% of returning customers in 1Q

Unique visits to site per M

The percentage of new revenue generated for the company in a month

Ratio of number of leads to number of opportunities in the pipeline

Ratio of number of leads to number of opportunities in the pipeline

Percentage of returning customers within measurement period

Number of unique visitors to web site in measurement period

% of new customers

Sell Cycle

Sell Cycle

% of new customers

Average time on site per M

The number of new customers per month

Necessary time to close a sale, from lead generation to close sale

Necessary time to close a sale, from lead generation to close sale

The number of new customers per month

Average time on web site for visitors within measurement period

Sell Cycle

% of new revenue

% of new customers

% of new revenue

No. of returning visitors per M

Necessary time to close a sale, from lead generation to close sale

The percentage of new revenue generated for the company in a month

The number of new customers per month

The percentage of new revenue generated for the company in a month

Number of returning visitors on the web site within a month

Sales Productivity Ratio

Total ad-time per M

% of new revenue

No. of used points per M

No. of online appts per M

Divide of actual quarterly revenue with numbers of sales headcount

The total number of mins of advertising time in a month

The percentage of new revenue generated for the company in a month

Number of EuroPoints used by customers within a month

Number of online bookings within a month

Affiliate-to-Franchise Conversion

Market Coverage Ratio

The percentage of new franchises generated in a quarter

Percentage of market share captured by product

euromedic hellas strategic marketing projects’ plan 2012 (c) 2011-12, Attune ltd - All rights reserved


EURO.FRANCHISE EURO.FRANCHISE

EURO.FRANCHISE

Euromedic Lab

Value Proposition I: “the hub”

Value Proposition II: “the net” b.The “Blooders”

a.The “Scanners” The Opportunity

The Opportunity

enrich the affiliate’s portfolio without investing and communicate it to the community in an appealing way. the affiliate retains customer’s ownership.

tried-and-tested model under a leading European brand that provides business security and sustainable growth for the future. Market Share within 2.5 km

Euromedic SWOT Analysis Strengths

Market Share within 5 km

Strengths

Value Proposition I

brand visibility, approach new market segments with low-cost,

Euromedic SWOT Analysis brand building, quick market share increase & population reach

Weaknesses

Weaknesses

time to evaluate true business value, business mentality

business mentality, quantitative monitoring, increase in fixed costs

Opportunities

Opportunities

filtered franchise business dynamics

crisis & turbulent times

Threats

Threats

Value Proposition II

quality of services rendered, monkey pasting, slow or chaotic follow-up

controversial behavior from lab-manager

Euromedic’s Offering

Euromedic’s Offering The “Citizen Product Line

marketing tools, lev.1

sustain revenues

bargaining power

drug stores promos

euromed wallet

joined local campaigns

euromedic guarantee

evolve to franchise

in home exams

For the Wellness

For Him & Her

For the Couple

Cholesterol, metabolism, liver, heart, food allergy, kidney, rapid-results HIV tests, immunizations, teeth-health, children-health

Sexual health & STDs, Cancer screening, paternity tests

Rapid-results pregnancy test, Hormones & Fertility, Maternity scan, children

Business Model(s)

Affiliate owned-Affiliate operated, Affiliate owned-Company operated.

marketing tools, lev.2

increase profit

industry standards

drug stores direct

euromedNet customers

local promo support

signage revenues

training support

upgrade chances

Affiliate’s Investment

euromedic hellas strategic marketing projects’ plan 2012 (c) 2011-12, Attune ltd - All rights reserved

Company owned-Company operated, Company owned-Dealer operated.


EURO.DRUG STORES EURO.DRUG STORES

Value Proposition: “the lab close-by”

The Concept of the Campaign

Euromedic Lab

Turn diagnosis into prolipsis! The Opportunity

activate pharmacist’s participation in the neighborhood/community well-being by presenting a “united front” against diseases with a leading local hi-tech and trust-worthy diagnostic lab

The Offering

For every purchase you make in the drug store, you take the sponsored leaflet, which acts as a coupon container for diagnostic services in the respective Euromedic lab.

Market Share within 2.5 km

Euromedic SWOT Analysis Strengths brand visibility, approach “customers by definition” on a very low budget,

Weaknesses

Business Model(s)

Value Proposition

pharmacist’s motivation, resources’ availability

Top-Down approach (suppliers to drug stores) Bottom-Up approach (direct sales to drug stores)

Opportunities approach additional household members indirectly, new concept campaign

Threats monkey pasting, prolonged funnel management

Euromedic’s Offering

marketing tools, lev.1

sustain revenues

Social Responsibility

personalized campaign

euromed wallet

joined local campaigns

euromedic guarantee

potential to evolve

in home exams

Drug Store Targets (524)

4 Distinct Segments

Things to consider

Immediate Time Plan

• • • • • • • • • •

Diabetes

Orthopedics

Fertility

Feb • Define framework • Define & train pilot sales force • Define Euromedic Supplier’s List • Appointment with supplier

Prolipsis

• • • • • • •

Piraeus: 95 Phychico: 33 Vari: 15 Thessaloniki: 56 Kozani: 41 Kavala: 27 Kalamata: 49 Sparti: 26 Chania: 69 Irakleio: 113

Legal framework Coupon logistics Task force & ownership Sales force & KPIs Funnel management Authentication process Loyalty scheme

euromedic hellas strategic marketing projects’ plan 2012 (c) 2011-12, Attune ltd - All rights reserved

Mar • Full scale sales campaign in 1-2 territories


EURO.DIGI - SIGNAGE EURO.DIGI-SIGNAGE

Value Proposition: “a new TV medium” Digi - Signage Target

The Concept

Suppliers -mainly pharmaceuticals- can put to use a new way to directly promote to Euromedic’s clientele their products & services, via a cost effective and practical advertising manner.

Develop a new revenue stream

Euromedic provides an in store TV platform to broadcast suppliers’ promo messages.

Entertain and brief Euromedic’s customer while waiting

The Offering

Euromedic SWOT Analysis

The Opportunity

Strengths project brand strength through leading cooperations

Weaknesses absence of an online interconnected screen network

Convert the isolated per lab broadcasting into a centrally controlled-remotely operated cloud channel

Opportunities

Euromedic TV channel provides a TV quality broadcasting platform for its clientele-suppliers (in this case the Pharmaceuticals) to communicate to its public in the waiting room a series of their promotional messages.

approach Euromedic audience in new meaningful ways

Threats

Business Model

stagnant content due to poor cooperation with the supplier

Things to consider Euromedic’s Offering

ad creative studio

increase revenues

euromedic guarantee

hassle-free operations

access to Euromedic’s clientele

campaign reporting

• • • • •

Legal framework Pricing & finance Task force & ownership Sales force & KPIs Potential combination with Euro.Drug’s ‘Top-Down’ approach

A direct approach in purchasing advertising minutes to broadcast the TV promo. Immediate Time Plan Feb • Define framework • Define & train pilot sales force • Define Pharmaceuticals List • Define sales presentation Mar • Appointment with a pharmaceutical

euromedic hellas strategic marketing projects’ plan 2012 (c) 2011-12, Attune ltd - All rights reserved


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