Realizing an advertisement campaign and a full market analysis for a new personal DNA testing service

Résumé du document

The completely new service provided here is a new personal DNA testing service. We can see all around the world a lot of DNA testing services, offered by different institutions, and even laboratories, but any of those services are giving the same answers as our new DNA testing service will do.

-What is its function?
First of all, this service will be something that customers will discover, so the launch will be determinant for the rest of product life cycle, and the beginning will lead the rest of the campaign.
Indeed, this new DNA testing service allows anyone to discover its own DNA composition. This means that you can find which genomes your DNA is composed of, what is called your DNA “ID”, which genetic diseases you are likely to have, and of course you will be able to find your ancestors. For example, if you doubt of your origins or even you have doubts concerning your parents, for example if you have been adopted or not, you will be able to go up to some branches of your family tree, and retrace all its members.

This service is really accurate, and it will provide you precise results, as its analysis are realized in specialized laboratories. It will be a really functional tool, given that it will be presented as a kit, like a toolbox, without the hammers and the screwdrivers…

Extraits

[...] Indeed, the first advertisement wave will be small ads, lasting less than 10 seconds, in order to make people aware of the product. We want to cause curiosity among viewers, by showing only a small ad. This will be for the first 2 months, and after these 2 months, we will provide the long advert. This one will last 25 seconds, and it will give a description of the product and the slogan will be launched at that time. And then, we will use the ambassador to give an explanative ad. [...]

[...] Indeed, we have an equity price policy, and we think that a price of would be justified for our product. According to a small market study, we saw that the prices of competitors differ from to 500€. As we are positioned as up oriented, and we provide a quality service, we have decided to put this price, so that we are close to what you can find as expensive, but below it. Product: So the product is called the “outSTANDing pack”. [...]

[...] Promotion: The promotion of the product will be based on the whole service, and not only on the box. Indeed, we are providing a full service, so we have to show it to the rest of the world! The tag line of the product will be the past to answer the future”. With this tagline, we are clearly showing that the past is as important as the future, and since this last one is uncertain, why not looking to the past in order to have some answer elements for the future. [...]

[...] Moreover, this product can also respond to different levels of the Maslow's need pyramid. Let's see them: The first level that our customers are responding to is the Love/Belonging need. Indeed, with our product, customers will be able to answer to questions regarding their family. This is something really important, since your family is the first layer of relations you are likely to have, just before your friends. The second level is Self-actualization. Thanks to our service, users will be able to better situate themselves in their regular environment. [...]

[...] One of the tools that you have to seriously consider on the web is the social network. Facebook, Twitter, LinkedIn, MySpace and other social networks have to be considered, as they are gathering more than the half of the global population. Moreover, we can give the example of Facebook. This well-known social network launched in 2007 the “Facebook Ads”. Since that day, you were able to put your ad on the Facebook page. To illustrate it, there are more than 20 million Facebook users in France. [...]