1. Responding to legal
changes in the market
environment through
revision of a marketing
strategy
Medi-spa Case Study
Natalia Karlsson
100311752
n.karlsson1@unimail.derby.ac.uk
1

2. Founded in 2009, this medi-spa is located in Moscow, Russia.
females
25-45
middle-to-high income
Company
Background
2
Spa’s key target audience:Spa’s core service offerings:
Medical aesthetic and rejuvenation treatments (laser
treatments, medical-grade dermabrasion and peels,
fillers and botulinum toxin injections, radio frequency
face and body therapy etc.)
Marketing budget
Focus on marketing & advertising investments:
20-30% of gross revenue
Marketing approach
Key activities: outdoor and print advertising

3. 3
Problem
description
In Russia, the
majority of aesthetic
procedures is legally
considered as
medical.
As of January 1, 2014
Russia bans all
medical advertising
(Amendment to
Federal Law #38-FZ
“On Advertising” from
2013-11-25)
Despite significant
marketing
investments, a
detailed marketing
audit has not been
conducted in several
years.
The company’s web page is
not properly developed with
very limited amount of
information, low usability
and visibility in search
engines (Google, Yandex
—Russia’s largest search
engine).
Its social media presence
is minimal (rarely updated
group pages in Facebook
and VK — the largest
social network for Russian
speakers) and not
thought-through.
Legal loophole — in its
current state, this new
regulation does not cover
“providing educational
information” both online
and offline as well as
social media

4. 4
• New legal regulation
Political
factors
• Economic growth and
purchasing power
Economic
factors
• Impact of emerging
technologies
• Belonging and self-
presentational needs
• Lifestyle trends
Marketing
Current situation
The spa does not aim at reaching a new target audience or
at introducing a new product/service.
However, its existing marketing strategy needs to be
updated due to an influence from its macro environment.
PEST
analysis
Social
factors
Technological
factors

5. 5
1
Situation analysis
Where is the company
now?
2
Objectives
Where does the
company want to get
to?
4
Strategy
Marketing planning
SOSTAC model
3
Strategy
How is the company
going to get there? (The
Big Picture)4
Tactics
How is the company
going to get there? (The
Detail)
6Control
Who is going to
contribute, how much
will it cost and how will
the company know if this
is working?
5
Action
Who is going to do
what and when?

6. 6
Marketin
g audit
needs to be conducted
to identify legal
breaches and to
determine whether any
elements of current
marketing strategy can
be still used.
Communicate to the
target audience in a
legally
appropria
temanner through
offline
activities
and digital
marketing
.
Offline:
- Informational
brochures
- Thematic evenings
- Focus on personal
brand
Online:
- Webpage
- SEO
- Social media
Situation analysis Objectives Strategy Tactics
Marketing planning
SOSTAC model
Action Control
Shift towards online
communication and
knowledge sharing.

7. 7
External Internal
To identify
potential
legal breaches
- Can be conducted by an
internal auditor after
additional training.
- Should be carried out
immediately to avoid
fines.
Marketing audit
Marketing environment
To identify if any
elements of existing
marketing strategy
can still be used (both on-
and offline)
Action
Implications
HR:
Thematic seminar for the spa’s marketing team (external
business coach).
Finance:
Training cost: € 150/person (*3 marketing managers) = €450
Forfeit: breach of long-term contracts with the outdoor
advertising company and magazines.
- Offline communication
can be reviewed
internally
- Online (i.e. website)
should be analyzed by
an external professional
provider.

8. 8
Online marketing
Overview
Online marketing is the
cornerstone of the spa’s
new marketing strategy.
- Website (knowledge
sharing and usability).
- SEO.
- Social media.

9. 9
Online marketing
Website: knowledge sharing and usability
Knowledge sharing can be beneficial not only for
the spa’s offline communication but also for its
online presence. According to the new legal
regulation, medical businesses are still allowed to
share general treatment information, practice
personal branding (advertising people, not
services) and provide links to their suppliers’
websites (i.e. indirect advertising).
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10. 10
Marketing audit

11. 11
“Shift towards knowledge
sharing”
Offline marketing
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Mobile solutions
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Optimisation
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Research
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Developing

12. 12
Offline marketing

13. Online marketing

14. 14
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1500s, when an unknown printer took a galley of type and scrambled it to
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Lorem Ipsum passages, and more recently with desktop publishing software
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1500s, when an unknown printer took a galley of type and scrambled it to
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the leap into electronic typesetting, remaining essentially unchanged. It was
popularised in the 1960s with the release of Letraset sheets containing
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Marketing
Current situation

15. 15
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the industry's standard dummy text ever since the
1500s, when an unknown printer took a galley of
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book. It has survived not only five centuries, but
also the leap into electronic typesetting, remaining
essentially unchanged. It was popularised in the
1960s with the release of Letraset sheets
containing Lorem Ipsum passages, and more
recently with desktop publishing software like
Aldus PageMaker including versions of Lorem
Ipsum.
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when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into
electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages,
and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
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and typesetting industry. Lorem Ipsum has been
the industry's standard dummy text ever since the
1500s, when an unknown printer took a galley of
type and scrambled it to make a type specimen
book. It has survived not only five centuries, but
also the leap into electronic typesetting, remaining
essentially unchanged. It was popularised in the
1960s with the release of Letraset sheets
containing Lorem Ipsum passages, and more
recently with desktop publishing software like
Aldus PageMaker including versions of Lorem
Ipsum.
Lorem Ipsum is simply dummy text of the printing
and typesetting industry. Lorem Ipsum has been
the industry's standard dummy text ever since the
1500s, when an unknown printer took a galley of
type and scrambled it to make a type specimen
book. It has survived not only five centuries, but
also the leap into electronic typesetting, remaining
essentially unchanged. It was popularised in the
1960s with the release of Letraset sheets
containing Lorem Ipsum passages, and more
recently with desktop publishing software like
Aldus PageMaker including versions of Lorem
Ipsum.
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when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into
electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages,
and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
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Medical aesthetic and rejuvenation treatments (laser
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25. 25
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29. 29
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31. 31
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard.
Data Charts
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34. 34
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
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Data Charts
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35. 35
Data Charts
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industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard.

36. 36
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard.
Data Charts
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37. 37
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industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard.
Data Charts
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38. 38
Data Charts
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.
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of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard.

39. 39
Orders per month Earnings
Population More 1 mln. Less 1 mln. More 1 mln.
More 1
mln.
Less 1 mln. More 1 mln.
Goods 1 150,000 80,000 50,000
22,500
12,000 7,500
Goods 2 200,000 120,000 75,000
30,000
18,000 11,250
Goods 3 100,000 60,000 30,000
15,000
9,000 7,500
Total 450,000 260,000 155,000
67,500
39,000 23,250
Table Sample
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40. 40
Icons
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Contact Us
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Facebook.com/somename
+ 45 1662 123 22 45 Twitter.com/somename
somename
www.neurontemplatesite .com Sample of Title
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42. 42
Thank You