Note About the Case:
Market expansion was even more critical now because LHC planned to introduce a new-to-the-industry kind of service in the form of 24/7 customer support for its respiratory segment. The success of the service would be possible only with a large customer base that would use and be aware of such a service. Sachdev also needed to find the best way to market this new service.

Assignment:
Given the importance developing a large customer base that would be aware of the new service, develop a marketing plan for Leader so that it can create a “large customer base.” Feel free to write based on assumptions you make as the case study may not have enough information. I ask that you note, within your paper, when you have made an assumption.
Please follow the format we discussed at the end of the first class:

1) Objective – what exactly does Leader want to accomplish? (Remember, this ideally is measurable.)
2) Key Audiences – who should they be trying to reach; for each audience, ensure you include at least one sentence to describe the audience; describe so that a reader can better know who the audience is, why it could be interested in the new service, etc.
3) Strategies – How should Leader be marketing to these audiences? These can also be “approaches” in that I am not asking what specific actions the marketing plan should take. Ideally, list no more than 5 strategies, and less are ok as well.
Example of strategies include:
Position service as _________
Develop education/awareness campaigns to teach audience________
Create animated character campaign in order to_________
To repeat, these are approaches, NOT the specific actions.
4) Tactics – For each strategy, list out 3 tactics (i.e. specific actions) that will need to be executed in order to support the strategy. That is, what needs to be done.
5) Measuring Success – Give at least three ways in which Leader would measure success of this marketing campaign. Explain each way of measuring success.
6) Budget – As discussed, every marketing plan needs a budget. You can assume for this assignment you have a $100 million budget for all of India. You don’t need to worry about the budget but don’t let the idea of a small budget – not that $100 million is a small budget – constrict what you will recommend for a marketing plan.

Note About the Case: Market expansion was even more critical now b...