Traditional-Chinese-Medicine-regimen pavilion

From Group 6 Class 1

Section 1 Description of our business Ownership of our business: Partnership

Section 2: Business Environment Industry environment Economics Environment Global environment

Section 3: Marketing Plan Target market Product and Price Promotion PlaceSection 4: Summary

Catalogue

Section 1 Description of our business Ownership of our business: Partnership

Section 2: Business Environment Industry environment Economics Environment Global environment

Section 3: Marketing Plan Target market Product and Price Promotion PlaceSection 4: Summary

NOW

Our business mainly provides services and products that are related to Traditional-Chinese-Medicine regimen.

We choose the partnership, because:

1.Chinese-medicine-regimen pavilion belongs to small and medium-sized enterprise, so it’s not fit for listing and financing.

2.And compared with sole proprietorship in the operational scale, partnership is more predominant.

Section 1 Description of our business Ownership of our business: Partnership

Section 2: Business Environment Industry environment Economics Environment Global environment

Section 3: Marketing Plan Target market Product and Price Promotion PlaceSection 4: Summary

NOW

Industry environment

Global environment

Economic environment

In today's society, with the acceleration of people’s lives paces, changing living environment and increasing sub-health groups, the public health problems are more prominent.

At the mean time the regimen is aimed at preventing diseases and chasing for longevity, which is good for solving the above problems.

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Here are the explanations:

1. At present, China has over 1/3 of the people in sub-health state, and as the enhancement of people's awareness on health, TCM industry market will gradually develop.

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2. According to the demand of the whole society, in term of the professional regimen services in China, because TCM in China has a long history and it has various method of regimen, TCM regimen is bound to be the future direction of regimen services.

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3. According to Health Ministry statistics, China's health industry accounts for only 4% -5% of GNP, is lower than many developing countries, while developed countries generally accounts for 15%.

The scale of health industry is expected to reach 2 trillion in 2013, while different levels of demand such as health needs and so on are in rapid growth.

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At present, China's per capita GDP has more than 4000 U.S. dollars, and it is rapidly advancing to a higher level.

Thus, after people's basic needs and other needs are met, they are sure to pay more attentions to their mental and health problems.

       

Here is the evidence that can prove it:

Recently, the famous health website in china - 39 health network has organized an online survey about people’s health care conditions. According to the result, only 1.8% of netizens said they didn't pay attention to health care knowledge, only 5.26% of netizens think that there is no need to go to the education activities on health care.

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Chinese-traditional-medicine-regimen is becoming the whole world’s expectations. With the expansion and development of traditional Chinese medicine regimen, it has been accepted and used by many developed countries.

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Section 1 Description of our business Ownership of our business: Partnership

Section 2: Business Environment Industry environment Economics Environment Global environment

Section 3: Marketing Plan Target market Product and Price Promotion PlaceSection 4: Summary

NOW

        Marketing Plan

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Target Market

Product and Price Distribution

Promotion

Target Market

Our target markets are:

1. The white-collars who have high salary(at least ￥ 7000/month)

but under great pressure.

2. The retirees who have the regiment consciousness or be

plagued by some chronic diseases.

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Product and Price          

Customiza

tion of

nutrimeal

Beauty and regimen

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Product and Price

If customer who visit for the first time and don’t

know what to choose, they can go to the counter

to ask counselors, and counselors will provide

guidance to them according to their physical

condition and needs.

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1.Customization of nutrimeal(1)Hire professional nutritionists to develop

specific nutritional meals in order to meet different

needs of the customers.

The consulting price is ￥ 50 per time.

Product and Price2

(2)We have "meal hall" which provides:

①Various kinds of traditional Chinese medical dishes: the

average price is ￥ 30-40. Such as Steamed chicken with

medlar, Fried shrimps with leeks and so on.

②Soup: the average prices are about ￥ 20. Such as

Pumpkin soup with nori, Chicken soup with lotus root and

black soya bean.

1.Customization of nutrimealProduct and Price2

③Regimen tea: the average prices are about ￥ 12. Such as

Mint licorice tea, Ginseng rose tea.

④Dim Sum: the average prices are about ￥ 8. Such as

Jujube Nai with yam, White sugar sponge cake with lotus

seed.

1.Customization of nutrimeal

Product and Price2

(3) We have "meal hall" which also provides: Signature Packages.

①Postpartum repair package: ￥ 68-75.

②Weight Loss Package: ￥ 30.

③Beauty packages: ￥ 48-65.

④Decompression Packages: ￥ 48-65.

⑤Health and longevity Package: ￥ 65-78.

1.Customization of nutrimealProduct and Price2

2.Beauty and regimenWe set a “Health Club” which provides:(1)Medicated bath （ 20-30mins ） : ￥ 68 per time.

(2)Foot massage （ 40mins ） : ￥ 50 per time.

(3)Massage （ 40mins ） : ￥ 58 per time.

(4)Cupping （ 40mins ） : ￥ 50 per time.

(5)Lumbar moxibustion （ 40mins ） : ￥ 68 per time.

(6)Scrapping （ 40mins ） : ￥ 50 per time.

Product and Price2

Promotion        

Advertising

Sales promotio

n

Public Relations

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Promotion1. Advertising:(1)Outdoor billboards or posters: The places should be near the

office buildings, hospitals, fitness centers, parks and squares where

middle aged and elderly people doing morning exercise.

(2)Elevator TV: Put some advertisements on the TV in the elevator.(3)Specialty magazines: The magazines that related to health care and regimen.

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Promotion2. Sales promotion:(1)Reward card: We will give the customers a reward card at the first time they patronize, and when the reward card has accumulated to ￥ 3000, it can be leveled up to membership card which can enjoy a 10% discount.

(2)Trade shows: We choose to attend the Trade shows to demonstrate our products and services, such as the Regimen Fair which is held in Shanghai.

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Promotion

3. Public Relations:

Prepare some newsworthy or interesting news reports, for example, hold an original activity and write an introduction concerning it, then send it to various media.

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The Ersha Island

Place4

PlaceAfter considering the Person flow, Cost, Purchasing power, we have chosen the Ersha Island. Here are the reasons:1. Ersha Island is the downtown residential areas of Guangzhou. The people living there are mostly the white-collar with high salary, retirees, or the rich. 2. What’s more, the Guangdong Province Traditional Chinese Medical Hospital lies there. If we build the regimen pavilion in Ersha Island, our business may get some benefits from it.

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Section 1 Description of our business Ownership of our business: Partnership

Section 2: Business Environment Industry environment Economics Environment Global environment

Section 3: Marketing Plan Target market Product and Price Promotion PlaceSection 4: Summary

NOW

With the analysises of business environment, the services and products we have designed and the promotions and place we have selected, we think Traditional Chinese Medicine Regimen Pavilion will have its feasibility.

Thank you!