Warmhearts Elderly Treatment Center

 Essay about Warmhearts Seniors Care Centre

Advertising Plan for Warm Heart

Seniors care middle

管晓堃 Jennifer 1030100026

黄婷婷 Arno 1030100043

齐德功 Philip 1030100089

张琳翌 Cindy 1030100148

张涛 Ann 1030100152

李晓濛 Maisy 1031400035

Content

Marketing Plan for Warm Heart0

1 ) Executive Summary3

1 . you Industry situation3

1 . two WarmHeart's situation3

1 . three or more Mission4

1 . 4 Assistance we offer4

1 . five Major advertising programs4

1 . 6 Predicted marketing results4

1 . six Key to success4

2 . Organization Overview5

several. Objectives5

a few. 1 Corporate and business objectives5

a few. 2 Marketing objective5

3. 2 . one particular Short-term (upcoming year)5

a few. 2 . a couple of Long–term (3 to 5 years)6

4. Condition analysis6

4. 1 Market analysis6

5. 1 . one particular Market characteristics6

4. 1 ) 2 Styles and Drivers7

4. 1 . 3 Legal, Political & Economic Factors7

4. 1 . 4 Sociocultural Factors7

some. 2 Competitive Analysis8

four. 2 . you Competitive Landscape8

4. installment payments on your 2 Essential players8

some. 2 . a few Key Players vs . WarmHeart8

4. installment payments on your 4 Proper Group Map9

4. 3 Customers Analysis9

4. a few. 1 Segmentation Dimensions9

4. 3. two Target Market9

4. some SWOT Analysis10

5. Promoting Strategy11

a few. 1 Market segmentation strategy11

5. 1 . 1 Targeted Segmentation Strategy11

5. 1 ) 2 Demographic Segmentation11

five. 1 . three or more Loyalty Segmentation11

5. two Target market12

5. installment payments on your 1 Profile12

5. 2 . 2 Usage pattern12

5. 3 Setting strategy12

six. Marketing program13

6. you Marketing Mixture: 13

6th. 1 . you Product: 13

6. 1 ) 2 Pricing14

6. 1 . 3 Place15

6. 1 ) 4 Promotion15

6. 2 Loyalty Programs15

6. several Customer Service & Support16

six. 4 Trust and Credibility16

7. Execution Plan17

7. 1 Product Design and Development17

several. 1 . one particular Technical Requirements17

7. 1 ) 1 . one particular Outsourcing Requirements17

7. 1 ) 2 Advertising Requirements17

7. 1 . several Pricing Requirements17

7. 1 ) 4 Resource Requirements17

7. 2 Marketing & Sales18

7. installment payments on your 1 Placing, Branding & Corporate Literature18

7. installment payments on your 2 Advertising18

7. 2 . 2 . 1 Market Test18

7. 2 . 3 Dedication Program18

six. 2 . four Trust and Credibility18

several. 2 . your five Customer Service18

7. 3 Resource Requirements19

8. Functionality Evaluation and Monitoring20

eight. 1 Monitoring Ad Campaigns20

8. 1 . 1 Functionality Metrics20

almost 8. 1 . two Advertising Costs21

8. 2 Sales Analysis21

8. 2 . 1 Reporting Schedule21

8. 2 . 2 Sales Breakdown22

8. installment payments on your 3 Benchmarking22

8. a few Meeting Schedule22

8. four Customer Profiling22

8. a few Salesforce Evaluation23

8. five. 1 Performance Variables23

8. 5. two Cost ratios23

8. 5. 3 Settlement Plan23

9 Financial Projects24

9. one particular Corporate form- Partnership24

being unfaithful. 2 Primary Investment24

being unfaithful. 3 Cash flow in five years25

on the lookout for. 4 Using NPV rule25

10. Appendices26

1 . Professional Summary

1 . 1 Industry situation

In China, depending on the 6th nationwide inhabitants census this season, there were 178 million older whose era is over 60. China could have 221 , 000, 000 elderly people by the end of the 12th Five-year Plan, contains the 26% of Chinese language whole human population. Empty-nest aged problem be serious and need more interest from general public. Therefore , the central authorities introduced the Social endowment service system construction program (2011 ~ 2015) which will wanted to convenience the problem.

1 . two WarmHeart's condition

To analyze the problem of WarmHeart, we mainly consider advantages and some weakness of our business as well as hazards and opportunities our company is going to meet. First of all, WarmHeart has absolute advantages in service programs and establishments, such as shuttle services, entertainments and healthcare facilities. Simultaneously, professional nursing staff manages the elderly. All of us also have other great attributes to make all of us unique and high quality as we do not set term contracts and by the hour minimums. Of course, we likewise have weakness those little financial resources. Also, WarmHeart is rookie in the market in order that some buyers may issue our ability. Lack of knowledge may be leading us...