Problem: How to best market and launch a new medical business during the time of COVID?
Solution: To solve Michelle’s problem, we took a two-prong approach
- Focus marketing on Hispanic Women (refining her target segmentation and value proposition) &
- Developing tactical activities on the local market where she holds competitive advantages.
The first approach capitalizes on her high traffic location in conjunction with grassroots marketing in the form of mailing and pamphlet distribution.
The second approach focuses on the business’s efforts to generate short-term revenue through COVID rapid tests while building customer awareness, allowing Michelle to retain long-term patients that will allow her to maintain her business.
NYU - Stern School of Business
Michelle A. Jackson,
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