Company Aetna Inc. was founded in 1853. Aetna, Inc. is a diversified American health insurance company, providing a range of traditional and consumerdirected health care insurance products and related services, including medical, pharmaceutical, dental, behavioural health, group life, longterm care and disability plans, and medical management capabilities. With revenues of $30.950 billion (2008) and a workforce totalling 35,258 (2008), Aetna is a member of the Fortune 100. Aetna moved up on the Fortune 500 list in 2009. The companys strong gains in revenues in 2008 were largely the result of Aetnas integration and segmentation strategies, which led to strong membership gains. The Aetna Mission: Aetna is dedicated to helping people achieve health and financial security by providing easy access to safe, costeffective, highquality health care and protecting their finances against healthrelated risks. Building on a 156year heritage, Aetna will be a leader in cooperating with doctors and hospitals, employers, patients, public officials and others to build a stronger, more effective health care system. Vision: To earn the distinction, financially and by reputation, of being the preferred benefits company in all aspects of our business. We strive to be the industry leader by including the best ideas and perspectives available. This in turn enables Aetna to develop the most relevant solutions for each of our markets. Strategy: Aetna will be the industry leader in the diverse marketplace. We will deliver bestinclass service to our customers because we want them to be comfortable when doing business with us. To achieve this mission, we will:

Create innovative and tailored product and service solutions that will meet the unique needs of our customers.

Develop a diverse supplier base, reflecting our multicultural environment that supports innovative ways to deliver bestinclass services to them. Build a workforce that fully understands the diverse communities where we do business.

Foster a culture of inclusion that grows a diverse talent pool and recognises and rewards the contributions of every employee whilst allowing employees to do their best work.

Assume you are the marketing manager for Aetna Inc. Propose an appropriate marketing mix strategy for the companys Johannesburg market segment focusing on the four traditional Ps during the four stages of the product life cycle (PLC).

NB: Four (4) marks will be awarded for identifying and applying the four marketing mix elements at each stage of the PLC.