"Vitalena Health Promotion Centre": in Search of a Positioning Strategy

Abstract

The Healthcare Company 'Vitalena Health Promotion Centre' entered the health care market of Krasnoyarsk in 2005 and developed the positioning strategy as a disease prevention and health promotion centre for families. To realize the strategy, the product offering and promotion tools were created. 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. This view is reflected in the structure of visitors – three quarters of those enjoying the services provided are small children. It does not comply with the strategy developed by managers of the Positioning Strategy Centre. Meanwhile 'advertising from mouth to mouth' spread by children’s mothers satisfied with good service quality refers to this contingent of the Centre’s visitors.Top managers of the Centre consider the following questions: What mistakes have been made while the strategy being implemented? Can 'Vitalena' Company become a family centre proper or it is necessary to change the positioning strategy?