Suburban diagnostics brand strategy pitch by and then

Innovating for growth
Friday 4 July 2014

THE BRAND
VISION
-BE AN ADMIRED
BRAND BY
PREACHING A
PREVENTIVE,
HEALTHY LIVING
PHILOSOPHY
AND THEN
Friday 4 July 2014

OUR
TARGET
GROUP
AND THEN
Friday 4 July 2014

DOCTORS CORPORATES
INSURANCE
COMPANIES
THIRD PARTY
AGGREGATORS
CONSUMER
AND THEN
Friday 4 July 2014

CURRENT
CONSUMER
ACQUISITION
CYCLE
AND THEN
Friday 4 July 2014

FORCED 1st TEST = SAMPLING
CONVERT A REFERRAL
INTO AN OWNED CUSTOMER?
AND THEN
Friday 4 July 2014

BUSINESS
AND SIGHT
An AND THEN process to help unlock
the real value of innovative thinking in
business.
It decodes the complex web of
relationships and roles of internal and
external players.
It builds an efficient map to influence
the key influencers.
AND THEN
Friday 4 July 2014

DOCTORS CORPORATES
INSURANCE
COMPANIES
THIRD PARTY
AGGREGATORS
CONSUMER
I(influencer)
S(Sampling driver)
S(Sampling driver)
S(Sampling driver)
AND THEN
Friday 4 July 2014

BUSINESS
AND SIGHT
FOR GROWTH
WE BELIEVE THE
OPPORTUNITY LIES IN
CONSUMER DRIVEN
REPEAT SALES AND
CONVERSION OF
REFERRAL CUSTOMERS
INTO OWNED CUSTOMERS!
AND THEN
Friday 4 July 2014

FORCED 1st TEST = SAMPLING
HOW TO DRIVE
2nd TEST SALE =
CONTINUITY?
HOW TO INCREASE
CONSUMPTION
PER FAMILY =
VALUE?
AND THEN
Friday 4 July 2014

BRAND
AND SIGHT
The real essence and value of the
brand innovation phase lies in taking
your brand seriously:
‘if this is what we promise with our
brand, this is what we should deliver
on that promise.’
AND THEN
Friday 4 July 2014

BRAND
AND SIGHT
FOR GROWTH
BRANDS MUST INNOVATE TO
ENHANCE THEIR
CONSUMERS
LIVES
TO DRIVE BRAND LOVE AND
LOYALTY
AND THEN
Friday 4 July 2014

How
Who
What
Earned media:
Brand platform,
for content,
publication,
preventive illness
calendar, digital
campaigns
Owned media:
Retail centers,
external facade,
publication,
collaterals
Paid media:
Advertising (TV,
OOH, Radio,
print etc.),
search, digital,
mobile, PR, new
media
OPPORTUNITY:
Thought
leadership, via
pre-emptive
dialogue and
actions to influence
the influencers
STRATEGY:
Share, show
convince,
consumers impact
of adopting the
philosophy for a
better life
TACTICS:
Provide immediate
relief, for those
who have not come
in for preventive
checks
AND THEN
Friday 4 July 2014

DELIVER
IMPACT!
AND THEN
ROLES AND
RESPONSIBILITY!
AND THEN
Friday 4 July 2014

AND THEN’S proprietary
process has tools to find
insights that will help you create
and grow your brand in it’s own
full multi-disciplined and multi-
layered way, building a user-
centric consumer journey that
delivers the brand vision
through tangible experiences.
Simplify
Unify
Monetize
S.U.M.
TOTAL
INNOVATION
S.U.M. TOTAL
INNOVATION
AND THEN
Friday 4 July 2014

BRAND
PLATFORM
...
.
..
.. . .. .. ......
Brand as inspiration
AND THEN
Friday 4 July 2014

BRANDING SYSTEMS
& COMMUNICATION
SYSTEMS
. ..... ..... ....
. .. ..
.
.. ..
.
Brand as guideline
AND THEN
Friday 4 July 2014

BRAND
CURATION
Brand as filter
AND THEN
Friday 4 July 2014

THE ENGAGEMENT
&
COMMUNICATION
PLAN
AND THEN
Friday 4 July 2014

Pre-purchase
Experience
Purchase
Experience
Post-purchase
Experience
Owned media:
Website, mobile applications,
content, IP properties
Paid, earned media:
Search, PR, advertising,
brand platform
Collateral
Product/ service
assortment
Point of
purchase
displays
Product/ service
performance
Service/ parts delivery
Customer
relation
/ service
Billing
Loyalty programs
Service/ product
quality
AND THEN
Friday 4 July 2014

Suburban diagnostics brand strategy pitch by and then

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