Rehydrate plan - COKEHYENG

365 views
305 views

Published on

Published in: Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
365
On SlideShare
0
From Embeds
0
Number of Embeds
42
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Rehydrate plan - COKEHYENG

  1. 1. 10 STEP Marketing Plan for VITALIS CENTER Leslie B Co Kehyeng November 2010
  2. 2. 5 Steps for Part 1 PTM and Positioning <ul><li>PTM are affected individuals of dehydrating-causing conditions (e.g. diarrhea, electrolyte imbalance) </li></ul><ul><li>Who want exclusive specialized care </li></ul><ul><li>Can choose to self-medicate or go to health institutions </li></ul><ul><li>Vitalis Center is the only stand alone hydration unit </li></ul><ul><li>Health statistics (FHSIS, 2008) show that diarrhea is the 5 th leading cause of illness in the country </li></ul>
  3. 3. 5 Steps for Part 2 Marketing Mix and Strategy <ul><li>Vitalis Center </li></ul><ul><li>Is priced lower compared to health institutions </li></ul><ul><li>Uses print ads and online marketing </li></ul><ul><li>Located conveniently near major subdivisions like Greenhills, San Juan </li></ul><ul><li>Uses a niche approach to win </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1. PTM | Individuals affected by dehydrating-causing conditions <ul><li>Demographics (all age groups, M/F, social class AB, single/married) </li></ul><ul><li>Lifestyle (affluent, prefers premium medical services) </li></ul><ul><li>Behavior (wants exclusive care best for themselves and their families) </li></ul>
  6. 6. 2. NWE I WANT THE BEST MEDICAL CARE I WANT MY FAMILY SAFE AND TAKEN CARE OF
  7. 7. 3. My PTM’s NWE <ul><li>Individuals affected by dehydrating-causing conditions </li></ul><ul><ul><li>Need privacy and exclusive service (self-esteem) </li></ul></ul><ul><ul><li>Choose Vitalis Center because of convenience of location, quality facilities, specialized care </li></ul></ul><ul><ul><li>Expect private personalized best medical treatment despite cost </li></ul></ul>
  8. 8. 3a. Vitalis Center vs Others <ul><li>Direct: Health institutions like CSMH, TMC, MMC, etc </li></ul><ul><li>Indirect: Multinational companies </li></ul><ul><li>Variables: Privacy, Price, Services, Facilities, Location </li></ul>
  9. 9. 3b. Vitalis Center unique service Positioning vs Brand Matrix
  10. 10. 4. Vitalis Center positions strongly in a niche opportunity <ul><li>Vitalis Center is the first stand alone hydration unit in the country </li></ul><ul><ul><li>That resolves dehydration caused by conditions such as electrolyte imbalance and diarrhea </li></ul></ul><ul><ul><li>For everyone </li></ul></ul><ul><ul><li>Who want exclusive, quality, personalized care </li></ul></ul><ul><li>Vitalis Center focuses on quality specialized medical service </li></ul>
  11. 11. 5. Diarrhea is Philippines’ 5 th leading cause of illness <ul><li>Diarrhea is the 6 th leading cause of infant mortality (NOH 2005-2010) </li></ul><ul><li>Complications of diarrhea and other conditions like electrolyte imbalance is dehydration which prolongs hospital stay and cost and increases risk of other health comorbids </li></ul>
  12. 12. 6a. Options for dehydration managment Vitalis Center DIRECT INDIRECT
  13. 13. 6b. Product description <ul><li>Vitalis Center is a rehydration unit with a capacity of serving both pediatric and adult populations. </li></ul><ul><li>Manned by a competent team of doctors, nurses, nutritionists, and other health specialty staff, it is the premiere facility for recovery of those who are dehydrated. </li></ul>
  14. 14. 7. Price <ul><li>Cheaper than being confined in institutions </li></ul>
  15. 15. 8. Promo <ul><li>Endorsements from physicians or other health facilities </li></ul><ul><li>On-line marketing and web presence </li></ul><ul><li>Print-ads </li></ul><ul><li>Affiliations with spas and other specialty centers </li></ul>
  16. 16. 8b. Competitor promo <ul><li>Marketed by multinational companies </li></ul>
  17. 17. 9. Location <ul><li>Benefits </li></ul><ul><ul><li>Conveniently near exclusive residential subdivisions and appartments </li></ul></ul><ul><ul><li>Proximity to business and commercial districts </li></ul></ul>
  18. 18. 10. Vitalis Center uses a niche strategy <ul><li>Vitalis Center’s main strategy is to specialize in treating those who are dehydrated and want premium services </li></ul><ul><li>Has an excellent facility in an ideal location for both convenience and familiarity </li></ul>
  19. 19. SUMMARY
  20. 20. 5 Steps for Part 1 PTM and Positioning <ul><li>PTM are affected individuals of dehydrating-causing conditions </li></ul><ul><li>Who want exclusive specialized care </li></ul><ul><li>Can choose to self-medicate or go to health institutions </li></ul><ul><li>Vitalis Center is the only stand alone hydration unit </li></ul><ul><li>Health statistics (FHSIS, 2008) show that diarrhea is the 5 th leading cause of illness in the country </li></ul>
  21. 21. 5 Steps for Part 2 Marketing Mix and Strategy <ul><li>Vitalis Center </li></ul><ul><li>Is priced lower compared to health institutions </li></ul><ul><li>Uses print ads and online marketing </li></ul><ul><li>Located conveniently near major subdivisions like Greenhills, San Juan </li></ul><ul><li>Uses a niche approach to win </li></ul>
  22. 22. 10 STEP Marketing Plan for VITALIS CENTER Leslie B Co Kehyeng November 2010

×