Team Mavericks

Kushal Bhatia 9967373274 kushal.b17@fms.edu

Pallavi Jain 83750 45220 pjain4164@gmail.com

Lavanya Mangal 99589 89918 Lavanya.mangal@gmail.com

Med Plus Solutions

Reasons to enter Corsana:
1. Increasing population of Serene Seniors i.e. citizens in the age group of 30-65 years.
2. Life Expectancy as observed is just 62 for males and 65 for females. This implies that there is a
huge dearth of good health and care services in Corsana. Also it shows that the population is
prone to many diseases and illnesses. Thus there will be a huge demand for such health care
services.
3. One-fourth of the people surveyed belonged to the ultra-rich socio-economic class. This signifies
that that atleast 25% population is willing to spend on such premium services, taking the above
factors into account.
4. Urban population is growing twice as fast the rural population thus requiring more set of
services.
How to enter the market?

Target group: Serene Seniors

According to the survey, Serene Seniors are people who support their families. They are thus
more likely to be considerate about the health of their family members and also themselves.
Health Insurances and regular health checkups would be gladly taken by this segment of the
population. Also they are the ones who earn about 50% of the income of the country and so
have the maximum paying capacity. They spend almost 65% of their income and so they would
be willing to spend on such premium services.

Pricing Strategy: 2 pricing strategies for two separate target groups

There will be premium pricing for people who are willing to spend more and thus they would be
provided with a huge variety of services ranging from at-your-doorstep services to insurance
company billing at little cost.
For the second set of people who may not be willing to spend a lot, will be targeted with a basic
services pricing strategy. In this, the target group would be members of public institutions such
as the labour union members and other public insurance customers. They would be provided
with the very basic set of services and would receive a subsidized set of services as they would
purchase our products in bulk .

Distribution Strategy: Hyperlocal

Working in the hyperlocal space makes sense for Med Plus as their whole model works on
making availability of health services easier and cheaper. Enabling people to view the local
health-care services and then providing with home-delivery options will make the model
successful. A help-line number can be created which would provide with all the details of the

local health-care providers and depending on the model the customer has chosen, they would
be given home-delivery options. This would make access to all health-care services much easier
and also faster.

Promotional Strategy: Through the line

Med Pluss functioning works on tie-ups with doctors, labour unions and insurance providers,
thus they need to first target getting them on board. For this they need to set up kiosks and
stalls in hospitals and various health-care providers so that these doctors and insurance
providers can suggest the services of Med Plus to their patients and customers respectively.
Additionally, serene seniors make their opinion about a product or service based on
recommendations. Thus if the doctors and insurance providers would suggest the services to
these people, its more likely to be taken up by them.
Secondly, as TV and radio have the largest penetration in Corsana (92% and 80% respectively),
these forms of advertising should be focused on. 80% households surveyed had color TV sets at
their home thus showing TV can be the best way of advertising in Corsana.
Serene Seniors are more likely to surf the Internet and thus Online advertising can also be
utilized.
Keeping in mind that the population of the nation is very religious and traditional, the people
must be having various festivals and these could be targeted to spread word-of-mouth and
promote the services of Med Plus.
Awareness camps need to be set up to target the illiterate population so that they can be
motivated to utilize such services.

Shoe Tree
Reasons to enter Corsana:
1. Due to globalization, there is huge scope of a growing market in Corsana. With the 10% growth
in their GDP, it is emerging out to be the fasting growing economies of the continent.
2. There are not a whole lot of competitors in the market of Corsana as of now due to their
traditional mindset and also due to less category penetration. Thus theres an opportunity to
introduce the customers to new categories.
3. The mind sets of the people are changing due to the changing attitude of the Funky Youth and
Go-Getters who are willing to try out new technology and fashion. This provides Shoe Tree with
opportunities to give the population of Corsana a new product to satisfy their needs.
4. Corsana is the second most populous nation of the continent thus theres wide scope for
consumer goods and services.
5. Urban population is growing twice as fast the rural population thus requiring more set of
services.
How to enter market?

Target group: Funky Youth and Go-Getters

These two segments of the population are the ones who are willing to spend on new technology
and fashion. Also they comprise of almost 50% of the population thus setting a large market for
Shoe Tree.

Pricing Strategy: Penetration

Affordability is a major concern with all the consumers in Corsana. The buying decision of the
Funky Youth and Go-getters is predominantly dependent on the price of the product. Thus
keeping the price low would benefit Shoe Tree in acquiring customers. Secondly, the
government has price control on almost all the products in Corsana. Thus having a low price
would benefit in that aspect also.

Distribution Strategy: Super marts, Malls, and Retail Shops

Since shoes are products which need to be tried on before buying, thus selling them in brick and
mortar stores would be the most convenient for consumers. Online selling is neither a trend in
Corsana nor is it convenient for consumers to buy shoes online.

Promotional Strategy: Above the line

As discussed above TV and radio have the highest penetration in Corsana. Thus promoting the
products using these mediums would have the maximum impact on our target groups.

Sports and news are top programming content across both platforms, thus a tie-up with a
leading sports star would definitely prove to be good advertising strategy. Also the target
segment, Funky youth and Go-getters, are most influenced by such sport stars.
The major point here is to position our brand of having higher qualities than the products
available in the unorganized markets. Also by selling through organized retail stores we can also
focus on providing additional customer service.

Care Harbour
Reasons to enter Corsana:
1. Due to less category penetration, theres an opportunity to introduce the customers to new
categories of products and services.
2. As the urban population is on the rise, there will be huge demand for such services.
3. Due to globalization, there is huge scope of a growing market in Corsana. With the 10% growth
in their GDP, it is emerging out to be the fasting growing economies of the continent.
4. Corsana is the second most populous nation of the continent thus theres wide scope for
consumer goods and services.
How to enter market?

Target Group: Serene Seniors and Go-getters

The income share of the seniors is about 50% and go-getters earn about 35% on the income of
the nation. Also they seniors spend around 65% of their income and go-getters spend 50-60% of
their income. Also the services will be relevant to them only and also only they would be having
the buying capacity for such services.
For housing services, the target group would be serene seniors and go-getters. They are the
ones who are usually looking for houses and thus would benefit from it.
The day services would target the Serene Seniors. For having a better standard of living, Serene
Seniors would be willing to spend on such services which provide them with at-home solutions.
For the movie theatres, the target audience should be serene seniors and go-getters too. Its
because of simply the fact that these people are the ones who have the paying capacity.
For the employability courses, the rural population should be targeted; especially the
housewives which comprise of about 25% of the population. The housewives are could benefit
from these courses and thus become earning members for their families. Also majority of the
heads of the households are involved in semi-skilled or unskilled work and could increase their
earning capacity by doing these courses.
The businesses done by Care Harbour should target again both the segments. The catering
business may provide employability to the housewives. The food sector will be pretty promising
as people in Corsana have about 40% of their expenditure on food and groceries.

Pricing Strategy: Economy Pricing

As Care Harbour is majorly focusing on the rural population and those who may not be well
educated, their main concern would always be affordability. They would prefer to get access to
such services at very low prices.
The pricing of the Housing Services can be kept a bit high, as they are a sort of specialty services.
People would be willing to spend more on such services as they are providing with an overall
experience which increases their living standards.

Distribution Strategy:
The distribution strategy for Care Harbour would be extensive and varied for different services.
Helpline numbers can be created for the consumers to get access to the local service men such
as electricians, plumbers, cooks, vegetable vendors, etc.
Training centres should be created at a large number of places in the rural areas majorly so as
to get attention of the rural population.
Movie theatres should be made in urban areas. Also the housing facilities should be mainly
focused in the developing cities.

Promotion: Through the line

TV and radio should be the predominant advertising pathways. Online marketing can also be
utilized for day services, movie theatres and housing services.
Stalls and awareness camps would be required to increase the popularity of the services in rural
areas.
Free camps of such courses could be organized to get people to realize the importance of such
skill sets. Also free health check up camps could be set up in the beginning as a part of the
housing facility to gain the trust of the audience.