10 step marketing plan for sakura life - ENATSU
Upcoming SlideShare
Loading in...5
×
 

10 step marketing plan for sakura life - ENATSU

on

  • 600 views

 

Statistics

Views

Total Views
600
Views on SlideShare
599
Embed Views
1

Actions

Likes
0
Downloads
7
Comments
0

1 Embed 1

http://medishit.blogspot.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

10 step marketing plan for sakura life - ENATSU 10 step marketing plan for sakura life - ENATSU Presentation Transcript

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