Liv Transformed is a corporate wellness company that enhances employee well-being through fitness, life coaching, and stress management services. Our programs improve team dynamics, reduce absenteeism, and increase productivity by focusing on emotional intelligence, leadership, and decision-making. We help businesses build stronger brands, attract talent, and foster a positive, growth-driven culture.

Project Overview: Identifying White Space and Reaching Target Market for Liv Transformed Using Blue Ocean Strategy

Project Goal: The goal of this 14-week project is for a team of 5 fourth-year business marketing students to identify the white space within the corporate wellness industry for Liv Transformed and develop actionable business and marketing strategies to target and capture this untapped market using the Blue Ocean Strategy. The project will involve analyzing the current market landscape, understanding competitors, identifying gaps, and developing a strategic marketing plan with clear implementation steps for Liv Transformed to establish its position in the market.

Deliverables and Weekly Breakdown:

Week 1: Project Kickoff & Market Research Planning

• Deliverables: Develop a project timeline, outline research objectives, and allocate tasks.
• Strategy: Plan research on corporate wellness trends, competitive analysis, and consumer needs.

Week 2: Industry Analysis & Blue Ocean Strategy Framework

• Deliverables: Conduct a SWOT analysis of the corporate wellness market and apply the Blue Ocean Strategy framework.
• Strategy: Analyze current industry leaders, identify areas of competition and differentiation, and highlight potential white spaces.

Week 3: Competitor Benchmarking & Identification of Gaps

• Deliverables: Compile a competitive analysis report, focusing on key players and their strategies.
• Strategy: Identify weaknesses and gaps in current wellness programs that can be exploited by Liv Transformed.

Week 4: Target Market Analysis

• Deliverables: Define potential target markets, using segmentation (demographics, business size, geographic location).
• Strategy: Develop customer personas to better understand needs and preferences for wellness programs.

Week 5: Customer Journey Mapping

• Deliverables: Create a customer journey map to identify touchpoints and opportunities for engagement.
• Strategy: Focus on pain points where Liv Transformed can provide a differentiated experience.

Week 6: Strategic Positioning and Value Proposition Development

• Deliverables: Create a clear value proposition that leverages the identified white space.
• Strategy: Position Liv Transformed as a unique solution that offers both physical and mental wellness in a way no competitor does.

Week 7: Marketing Objectives & Key Results (OKRs)

• Deliverables: Set clear, measurable marketing objectives for the next 12-18 months.
• Strategy: Define key results to track the success of Liv Transformed’s marketing efforts, including metrics like customer acquisition, engagement, and conversion rates.

Week 8: Brand Messaging and Positioning Statement

• Deliverables: Develop brand messaging and a positioning statement based on the unique value proposition.
• Strategy: Craft compelling, differentiated messaging that resonates with target businesses seeking holistic wellness programs.

Week 9: Digital Marketing Strategy (Social Media, SEO, Content)

• Deliverables: Develop a comprehensive digital marketing strategy, including social media engagement and SEO tactics.
• Strategy: Utilize content marketing, SEO, and targeted advertising to reach corporate decision-makers. Focus on LinkedIn, Twitter, and industry blogs.

Week 10: Marketing Channels & Campaign Planning

• Deliverables: Identify the best marketing channels to target businesses (e.g., LinkedIn, B2B partnerships, corporate events).
• Strategy: Develop a campaign plan for outreach, content, and email marketing to drive interest in wellness programs.

Week 11: Wellness Program Implementation Strategy

• Deliverables: Create a detailed implementation plan for introducing Liv Transformed’s wellness services to businesses.
• Strategy: Develop scalable program models (on-site and off-premise) and identify key stakeholders involved in adoption (HR, wellness coordinators).

Week 12: Budgeting, Pricing, and ROI Analysis

• Deliverables: Provide a budget for marketing and implementation efforts, including pricing models for different corporate wellness packages.
• Strategy: Perform an ROI analysis to forecast the financial impact of the proposed wellness programs, ensuring cost-effectiveness.

Week 13: Presentation Preparation & Review of Findings

• Deliverables: Finalize the marketing and business strategies and prepare a comprehensive presentation.
• Strategy: Review all deliverables, ensuring alignment with project goals, and rehearse the pitch to ensure clarity and impact.

Week 14: Final Presentation to Stakeholders

• Deliverables: Deliver a final presentation to Liv Transformed, showcasing market research, strategic insights, and recommendations.
• Strategy: Present business strategies, marketing initiatives, wellness program implementation, and expected outcomes for capturing the identified white space in the market.

Key Deliverables Summary for Students:

1. Strategic Marketing Analysis: Detailed SWOT analysis and competitive benchmarking of the corporate wellness market.
2. Target Market Strategy: Development of customer personas and segmentation to identify the most lucrative market segments.
3. Blue Ocean Strategy: Identification of the white space in the corporate wellness industry and development of strategies to capitalize on it.
4. Marketing Plan: A comprehensive marketing strategy including digital, content, and direct outreach campaigns.
5. Wellness Program Implementation: A step-by-step strategy for integrating Liv Transformed's wellness offerings into businesses with measurable outcomes.

This project will provide students with practical experience in business strategy, marketing, and the development of actionable plans that create value in a competitive market.