Презентация проекта-победителя прошлого года, команды из Китая, часть 2

1. Step 3. Action
$
Target: All the 4 kinds of consumers
Task: Provide 4 kinds of service packages for different
$ $
consumers, stimulate their purchase
Keywords: Diversified Service packages,
KMT food，Mileage reward,
Premarital check-up, Gifts

2. 精诚之心
Heart for good work
Companies in charge of high forums and summits.

3. 康乐之心
Heart of health
Individual consumer demanding nourishing of life.

4. Background
Embarrassment of the
Premarital check-up
Urban civilization disease
$
$ $
Step 3.Action

5. Target buyer
• Women consumption
group
• Individuals who want
to go abroad for
medical tourism
• New couples who need
to undertake
premarital check-up
$
$ $
Step 3.Action

6. Service
• Constellation matching tour group
service
• Romantic premarital check-up service
• Cosmetology for women consumers
• KMT Food: Specially custom-made Korean
food service $
$ $
Step 3.Action

7. Service
$
$ $
Step 3.Action

8. Service
Safe
KMT Food：
Healthful
Specially custom-made food service
Traditional
$
$ $
Step 3.Action

9. Service
태양
태음 사상의 소양
Recognize the Choose the befitting
constitution of the food plan from the 4
consumer’s body 소음 kinds of food for the
according to 사상의 consumer.
$
$ $
Step 3.Action

10. Media Strategy
Main: • TV for advertisement
• Journal for in-depth report
• Advertisement by Google and Baidu
$
$ $
Step 3.Action

11. Media Strategy
Other: Advertorial on BBS.
Ebbinghaus Forgetting Curve
:)
Step 3.

12. 尚礼之心
Heart of Comity
Consumers who have strong needs for social
intercourse, especially by presenting gifts.

13. Background
Social
Boss CEO Report Father Mother
Co-worker Uncle Son Cousin
Client
Staff College Wife Friend
Staff Staff Nephew Aunt

14. Background
Mid
Autumn
Day
Father’s Mother’s
Day Day
Lantern
Average gifts cost during The Spring Festival :
SpringFestival
4000 yuan per person (White Collar)
Festival
Birthday
Anniversaries
Teacher’s Day And so on…
$
$ $
Step 3.Action

15. Target buyer
Individual consumers, mostly with a
middle or higher incomes, who have
strong needs for social intercourse,
especially by presenting gifts.
$
$ $
Step 3.Action

16. Service
Gifts for boss and co-workers
• Physical examination
• traditional Korean Medical treatment
Gifts for
Gifts for parents wife or husband
• Physical • Physical examination
examination, • Special food service
• KMT food • Traditional Korean
• accompanying Wedding activities
doctor
• other specific
disease treatment
$
$ $
Step 3.Action

17. Media Strategy
Main: Mass media (TV and internet)
Other: Airplane seats advertisement
Advertisement in Lift of Office Buildings
$
$ $
Step 3.Action

18. Promotion
Korean
Medical
Cooperate with airlines Tourism
Supply Korean Medical Tourism service as
Mileage Reward to long-term passengers
of the airline.
$
$ $
Step 3.Action

19. 厚贤之心
Heart for Elite
HR departments of companies and firms, for
which staff welfare is an important part of job.
$
$ $
Step 3.Action

20. Background
!
No tax for Staff Welfare ?
Tax $
$
$
Step 3.Action

21. Background
HR Department
B
HR business process outsourcing
HR Department A
HR Department C
$
$ $
Step 3.Action

22. Background
Advantages of staff welfare
• Assist attracting employees
• Assist to keep employees
• Improve enterprise’s image in staff’s and other
enterprise’s mind
• Improve staff’s satisfaction of the position.
$
$ $
Step 3.Action

23. Service
• KMT food
• Party for the Staff
(with Korean traditional Games)
• Physical Examination
• Cosmetology for women employees
• Treatment for special needs (Pay by his
own) $
$ $
Step 3.Action

24. Media Strategy
Main:
Sending e-mails to HR manager
Talk over with HR departments directly
Advertising on Journal and newspaper
$
$ $
Step 3.Action

25. Media Strategy
Other:
New
Solution
to Staff
Welfare!
Advertisement in the lift in Office
Buildings
Radio advertisement
$
$ $
Step 3.Action

26. Summary

27. • What is Medical Tourism • 4 kinds of service packages
• Medical Tourism=Korean for different consumers.
Medical Tourism • Stimulate the purchases for
Korean Medical Tourism.
? $
$ $
! !
Step1.What
Step3. Action
Step2. How
• Personages prefer Korean Medical Tourism
• Korean Medical Tourism is top grade service

28. Part
Bonus

29. 9.0 Explosion of Fears for
Earthquake nuclear reactors Radiation

30. Wait
Rebuild
Explain

31. Part
Evaluation

32. Evaluation measurement
Frequency The data of Successful
of searching purchases cooperation
Questionnaire key words with HR
from Travel
survey departments
The rank of Corporation
Page Views of hot topic and high
advertisement forum holders
(Google,
Baidu)
Audience Audience Market Market

33. Media Monitoring
MEDIUM NAME MEANS STANDARD CONTENTS
www.renren.com Shared The number
t.sina.com.cn advertorial of people
Adveritiseme
todou, youku Page views
nt(video)
Internet
Page views,
BBS News reports Top topics
sharing
Other social - Related Article & The positive
media articles comments comments rate
Airlines Number of
The number Reaction to
Outdoors Lifts in office related
of audience a advertisement
buildings clients

34. Part
Budget

35. 爱养心 budgeted statement of Korea medical tourism marketing plan
Project Description Expense Total（Yuan）
budget
Unit price (Yuan）Amount Frequen Subtotal（Yuan）
cy
Stage One 3020000
Event marketing Offer medical tour service for 3000 1 1 300000
Chinese athlete and give 00
publicity to the event
Public relation Negotiate with website editors to 1000 20 3 60000
acquisition & Joint provide Public relation acquisition
communication 隐形置顶、前置服务service,
with websites make the topic a hot issue
Special coverage for Send out positive comments 5000 5 1 2500000
Korea medical through opinion leaders to earn 00
tourism consumers’ faith in the product
Payment for related Keep experts on tourism and 8000 2 1 160000
articles in health care express their praise in 0
newspapers and essays to maintain the topic hot
journals
Stage Two 11888000
High-end forum Manage to build official 1000 6 2 12000
customer resource partnership with high-end
acquirement forum organizers

36. 爱养心 budgeted statement of Korea medical tourism marketing plan
Project Description Expense Total（Yuan）
budget
Unit price (Yuan）Amount Frequency Subtotal（Yuan）
Award Join hands with airline 3000 1 12 36000
distribution in companies to provide prize
airline winners with basic services
of medical tour
Ad distribution Unite medical and tourism 8000000 1 1 8000000
on plane organizations to afford the
satellite TV and advertisement on
transit poster on international flights and
tour bus tour buses for one year
after concept cognition has
been done
Interactive Invite celebrities to try 200000 4 1 800000
communication Korea medical tour for free
on celebrity and give their feedback
micro-blog through blog or micro-blog
Lottery for Serve the winners the basic 4000 2 5 40000
micro-blog programs of medical tour
message sharing
TV feature Release of advertising spots 1000000 3 1 3000000
program filming or infomercials on TV, video

37. 爱养心 budgeted statement of Korea medical tourism marketing plan
Project Description Expense budget Total（Yuan）
Unit price (Yuan）Amount Frequency Subtotal（Yuan）
Stage Three 1496000
Costs of contact Cooperate with inter 1000 20 2 40000
with enterprise medium enterprises to
managers develop new staff
welfare plan about
medical tour to Korea
Ads-placement on newspapers & 50000 5 1 250000
professional magazines
Public relation acquisition & Joint 1000 20 3 6000
communication with websites
Mail ads & Link ads to online retailers 200000 3 2 1200000
website ads or sale information to
placement help consumers who
decide to buy complete
the purchase action
Total 16404000
Expense data presented above is estimated according to the quotations and discrepancy with
actual amount may exist.

38. 감사합니다