Case
Teaching Notes
Supplementary Resources
Abstract
“Vitalena Health Promotion Centre” entered the Healthcare market of Krasnoyarsk in 2005 developed the Positioning Strategy as a disease prevention and health promotion centre for families. Despite the desires and certain efforts of the Company executives, clients and prospective consumers perceive the “Vitalena” Company as a children’s centre offering additional services for pregnant women. It does not comply with the strategy developed by managers of the Positioning Strategy Centre. Chief managers of the Centre discuss the following questions: What mistakes have been made while the strategy being implemented? Can “Vitalena” Company become family centre proper or it is necessary to change the Positioning Strategy?
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
Resources
Appendix 1. Paid-for services in Krasnoyarsky Kray
Dynamics of paid medical services in Krasnoyarsky Kray at current prices
The rate of growth of paid medical services in Krasnoyarsky Kray, % by 2001 (in comparable prices)
Appendix 2. Advertising brochure of the Vitalenacentre (translation into English provided)
Appendix 3. Promoting complex of the Vitalena Centre in 2005–2007
- Television commercials:
- TVK: “Vitavit”, “Good morning”, ticker;
- Afontovo – 9: “Business”;
- LTV: “The Emerald City”.
- Advertising in print media: “Choose,” “Good Buy”, “Health”, “City of Children”, “Krasnoyarsk News”, “medicine chest”, “Version”, “City Health”, “Seven Fridays,” “Where to go to be treated”, “Health women “, “Economic Review-parameter. “
- Advertising in directories: «Yellow Pages», «Krasnoyarsk», «Taxi Market».
- Outdoor advertising: banner in front of the maternity house No. 5.
- Printing advertising: brochures. Distribution of promotional brochures “Vital” was carried out around October antenatal clinics and Central areas of the city, and near the children’s polyclinics of the city, children’s shop “Banana Mama”, and of the Central Gorky Park.
- Centre presentations in gymnasium No.131.
- Participate in the celebration of the city, at the city social forum of citizens’ health, on urban forum for new moms
- Internet site – www.vitalena.ru.
Appendix 4. Product portfolio of the Vitalena Centre
| Types of service | Offer | |
| 2005–2007 | 2008–2009 | |
| Medical services | + | + |
| Diagnostic | + | + |
| Prophylactic | + | + |
| Cosmetic | + | − |
| Consulting | − | + |
| Pedagogic | + | + |
| Educational | + | + |
Appendix 5. Promotion Package of “Vitalena” Centre in 2005–2009
- TV spots (commercials on broadcasts):
- TVK: “Vitavit”, “Dobroye Utro”, travelling line;
- Afontovo-9: “Dela”;
- LTV: “Izumrudny Gorod”.
- Advertising in printed media: “Vybirai”, “Udachnaya Pokupka”, “Zdorovye”, “Gorod Detstva”, “Krasnoyarskiye Novosti”, “Domashniaya Aptechka”, “Versiya”, “Gorod Zdorovya”, “Sem Pyatnits”, “Kuda Poiti Lechitsya”, “Zdorovye Zhenshchiny”, “Ekonomicheskoye Obozreniye”.
- Advertising in reference books: “Delovoy Spravochnik”, “Vash Krasnoyarsk”, “Taksi – Market”.
- Outdoor advertising: a banner opposite to the maternity hospital # 5.
- Print advertising: booklets. “Vitalena” advertising booklets were distributed near maternity clinics of Oktyabrsky and Central districts of the city, as well as close by children’s polyclinics of Oktyabrsky and Central districts of the city, the children’s store “Banana Mama” and Gorky Central Park.
- Centre presentations in the Medical College, the progymnasium # 131.
- Taking part in the City’s Day; in the City Social Forum for Perspectives of Citizens’ Health Formation; in the City Forum for Future Mothers.
- Website – http://www.vitalena.ru.
Appendix 6. Major competitors of the Vitalena Centre by product/service in Krasnoyarsk city
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2023 Sage Publications, Inc. All Rights Reserved
