10 step marketing plan for sakura life - ENATSU

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10 step marketing plan for sakura life - ENATSU

  1. 1. 10 STEP MARKETING PLAN FOR –SAKURA LIFE- Mitsuharu Enatsu November 2010
  2. 2. 5 STEPS FOR PART 1 (PTM AND POSITIONING) <ul><li>Identify your target market (PTM) </li></ul><ul><li>What do they need (NEW) </li></ul><ul><li>What are their choices (competitors) </li></ul><ul><li>What is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs) </li></ul>
  3. 3. 5 STEPS FOR PART 1 (PTM AND POSITIONING) <ul><li>PTM are dialysis patients from class A-B </li></ul><ul><li>Who prefer a more private and personalized treatment with added value and service </li></ul><ul><li>Can opt to go to tertiary hospitals or stand alone dialysis centers </li></ul><ul><li>We offer a fusion of the elements of cleansing, relaxation, and pleasure into dialysis </li></ul><ul><li>The market size is 1 Million. Niche is 1,000 </li></ul>
  4. 4. 5 STEPS FOR PART 2 (MARKETING MIX AND STRATEGY) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>
  5. 5. 5 STEPS FOR PART 2 (MARKETING MIX AND STRATEGY) <ul><li>A combination of Dialysis and: </li></ul><ul><ul><li>Wellness (Spa, Manicure-Pedicure, Facial) </li></ul></ul><ul><ul><li>Recreation (Amusement room) </li></ul></ul><ul><ul><li>Banquet (Healthy food) </li></ul></ul><ul><li>At par with first class hospitals offering dialysis </li></ul><ul><li>Newspaper/ Print Ads, Events, Billboards, Word of mouth </li></ul><ul><li>Green Hills or Makati Area </li></ul><ul><li>Uses niche market and product diversification </li></ul>
  6. 6. POSITIONING TO THE PRIMARY TARGET MARKET <ul><li>Part 1: Steps 1-5 </li></ul>
  7. 7. MY PRIMARY TARGET MARKET <ul><li>Demographics </li></ul><ul><li>Lifestyle </li></ul><ul><li>Behavior </li></ul>
  8. 8. MY PRIMARY TARGET MARKET <ul><li>Patients with Chronic Kidney Disease , in need of dialysis, Middle to Upper social class </li></ul><ul><li>Personalized - Comfort, privacy, entertainment, relaxation </li></ul><ul><li>Want value for money , prefer pleasurable life </li></ul>
  9. 9. MY PTM’S NWE <ul><li>Hierarchy of Needs </li></ul><ul><li>What they want </li></ul><ul><li>Expectations from the product </li></ul>
  10. 10. INFLUENCING BUYER BEHAVIOR
  11. 11. NEEDS WANTS EXPECTATIONS <ul><li>Physiologic – To live </li></ul><ul><li>Safety– To be healthy </li></ul><ul><li>Social – To belong, to associate with others </li></ul><ul><li>Esteem – to be functional </li></ul><ul><li>They chose SAKURA LIFE over other products because of.. </li></ul><ul><li>the services and experiences added to a dialysis session that provide relaxation and pleasure </li></ul><ul><li>They expect this when they use SAKURA LIFE : </li></ul><ul><li>A soothing and enjoyable stay because of the </li></ul><ul><li>add-on services to dialysis </li></ul>
  12. 12. 3A COMPETITORS <ul><li>Hospitals: Medical City, St. Lukes, </li></ul><ul><li>Cardinal Santos, Asian Hospital </li></ul><ul><li>Stand Alone Dialysis Centers: Renal Care, Hemotek </li></ul><ul><li>Variables: Price, Location, quality of primary service, additional services offered, presentation, operating hours, credibility </li></ul>
  13. 13. 3B COMPETITIVE POSITION MAP <ul><li>2 most critical variables </li></ul><ul><li>Proposition map; plotting of different competitors </li></ul>
  14. 14. 3B COMPETITIVE POSITION MAP <ul><li>Price vs Service </li></ul><ul><li>Location vs Accessibility </li></ul>
  15. 15. SAKURA FOCUSES ON SATISFYING ITS NICHE : QUALITY PRIMARY AND ADD-ON SERVICE, HIGH PRICE
  16. 16. SAKURA UNIQUE POSITIONING <ul><li>Competitors: </li></ul><ul><li>Dialysis using state of the art equipment, Adequate ambiance for patient comfort </li></ul><ul><li>SAKURA : </li></ul><ul><li>State of the art equipment </li></ul><ul><li>Spa-like ambiance , provides tranquility and relaxation </li></ul><ul><li>Add On services : </li></ul><ul><li>Massage, Manicure Pedicure, facial, personal entertainment (cable tv), patient interaction (board games) </li></ul>
  17. 17. 4. IDENTIFY THE GAP BETWEEN CUSTOMERS AND COMPETITION <ul><li>Marketing opportunity? </li></ul><ul><li>NWEs not being addressed? </li></ul><ul><li>Unique selling proposition </li></ul>
  18. 18. SAKURA POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY <ul><li>SAKURA is the only dialysis center.. </li></ul><ul><ul><li>That also caters to health and beauty (SPA services) </li></ul></ul><ul><ul><li>Provides personal entertainment (board games, cable tv, dvds) </li></ul></ul><ul><ul><li>Offers healthy gourmet food </li></ul></ul><ul><li>No competitor has similar position </li></ul><ul><li>Other competitors focus of dialysis alone </li></ul><ul><li>We pamper the patient while his kidneys are taken care of </li></ul>
  19. 19. 5A. ESTIMATE MARKET SIZE <ul><li>The Medical City : 500 patients/month </li></ul><ul><li>Hospital X: private, tertiary hospital in QC / 150 patients/month </li></ul>
  20. 20. MARKET SIZE USING COMPANY DATA <ul><li>SAKURA projected data: 100-200 dialysis patients in 1 month </li></ul><ul><li>Total of 1,800-2400 dialysis sessions in a month </li></ul>
  21. 21. MARKET SIZE USING CUSTOMER DATA <ul><li>As many as 200 patients will need dialysis sessions 3 times a week </li></ul><ul><li>9000 per session (Zen Package) </li></ul><ul><li>200patients x 3 sessions per week x 4 weeks x P9000 per session = P21,576,000.00 </li></ul>
  22. 22. THE MARKETING MIX STRATEGY Part 2: Steps 6 - 10
  23. 23. _____
  24. 24. COMPETITORS Medical City Stand Alone dialysis Centers: Hemotek
  25. 25. SAKURA HAS A REVOLUTIONARY APPROACH TO THE TREATMENT OF DIALYSIS <ul><li>SAKURA is a world class dialysis center that revolutionizes the stigma of dialysis into a positive, more gratifying experience </li></ul><ul><li>We combine state-of-the-art medical treatment with a harmonious, pleasant environment and Add-on services </li></ul><ul><li>Dialysis + the following themes: </li></ul><ul><ul><li>Onsen : includes SPA services </li></ul></ul><ul><ul><li>Fuzei : with healthy gourmet food </li></ul></ul><ul><ul><li>Akihabara : Entertainment Facilities (board games, cable tv, dvds) </li></ul></ul>
  26. 26. PRICE <ul><ul><li>ZEN: P9000 </li></ul></ul><ul><ul><li>Nihon Cafe: P 7300 </li></ul></ul><ul><ul><li>Akihabara: P8000 </li></ul></ul><ul><ul><li>Benchmarked against The Medical City Dialysis prices </li></ul></ul><ul><ul><li>30%-50% premium than standalone dialysis centers </li></ul></ul>
  27. 27. PROMO <ul><li>Print-Ads (Health and lifestyle magazines) </li></ul><ul><li>Billboards </li></ul><ul><li>Web-Site </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Endorsements from physicians </li></ul><ul><li>Tie ups with Wellness centers </li></ul>
  28. 28. COMPETITOR’S PROMO: MEDICAL CITY
  29. 29. ST. LUKE’S
  30. 30. ASIA RENAL CARE
  31. 31. HEMOTEK
  32. 32. 9. PLACE <ul><li>Strategically located to be in close proximity to highly populated areas , as well as communities with residents capable of paying the premium </li></ul><ul><li>Greenhills </li></ul><ul><li>Makati </li></ul>
  33. 33. 10. GENERIC WINNING STRATEGY: SAKURA TARGETS A NICHE MARKET BY PROVIDING PRODUCT SPECIALIZATION <ul><li>Class A-B who need quality dialysis but want to do away with the negative aspects associated with it. </li></ul><ul><li>Turns the hospital experience of dialysis into a day at the Spa . </li></ul><ul><ul><li>Harmoinous environment, Wellness services, healthy gourmet food, entertainment. </li></ul></ul><ul><li>Primary and Add-on services are worth the price </li></ul>

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