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10 Step Marketing Plan: Orthopedic Frey

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10 Step Marketing Plan: Orthopedic Frey Arch Supports

10 Step Marketing Plan: Orthopedic Frey Arch Supports

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  • 1. 10 STEP MARKETING PLAN: ORTHOPEDIC FREY ARCH SUPPORTS Angel Belle C. Dy November 30, 2010Monday, November 29, 2010
  • 2. Disclaimer All information from this presentation is solely for classroom exercise. The author has no professional connection with Orthopedic Frey Data gathered and those projected may be fictionalMonday, November 29, 2010
  • 3. STEPPING UP IN ARCH SUPPORTS • Main target: Athletes • Who want safety and comfort • Can choose from other retail manufactured products (i.e. Dr. Scholl, Nike shoes) • Other brands focus on mass production and providing comfort only • The market size is approximately Php 40 million. Orthopedic Frey covering approximately Php 400,000 Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 4. STEPPING UP IN ARCH SUPPORTS • Product: Orthopedic Frey Arch Supports • Php 3,000 - 5000 per pair • Strategy: educational flyers, events, and company website • Accessible office locations • Uses differentiation technique to step up above its competitors Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 5. 1 PRIMARY TARGET MARKET • Professional athletes of national teams • Daily training and competitive sports • Requires comfort during and after activities • Prevent injury Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 6. 2 NEEDS / WANT/ EXPECTATIONS Self- actualization I am complete when I reach my full needs potential with my game Esteem needs People will look up to me when I perform well Social needs Safety needs I don’t want to be hurt Physiological needs Fig. 1: Maslow’s Hierarchy of Needs Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 7. 2 NEEDS / WANT/ EXPECTATIONS • Athletes look to living the dream and self-actualization • They seek the products that will help them gain rewards for their hard work and achievements • Athletes would choose Orthopedic Frey orthotics for safety and credibility Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 8. 3 COMPETITORS • Direct competitors: Scholl adjustable arch supports • Indirect competitors: Branded running shoes, Rubber slippers, Crocs • Variables: Age, Price, Brand, Convenience, Availability Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 9. ORTHOPEDIC FREY ARCH SUPPORTS DIFFERENTIATION: CUSTOMIZABLE AND PRICE Customizable Non-customizable Branded running High price Orthopedic Frey shoes (Nike), Crocs Low price Scholl Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 10. 4 OPPORTUNITY Customizable to any foot type Internal contacts with sports teams Technical know-how to educate on the necessity of arch supports Good quality materials Available repair Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 11. ORTHOPEDIC FREY ARCH SUPPORTS POSITION: DIFFERENTIATION • Orthopedic Frey customizes arch supports to the customer’s foot type and size that promotes their safety during their activities (i.e. walking, basketball) • Others focus only on patient’s comfort but may not ensure the aspects of safety -- specific for athletes Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 12. 5 MARKET SIZE • Claimed market share: 1% of all possible customers • Monthly sales: Php 400,000 (60% of sales) • Approximated market size is 400,000/0.01 = Php 40 million Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 13. 6 PRODUCT GALLERY Orthopedic Frey Dr. Scholl Branded shoes Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 14. 6 THE PRODUCT • Orthopedic Frey Arch Supports are customized to the specific foot type and size of the user • Technicians of these products are trained in orthotics and prosthetics. • All products are hand-crafted using imported materials • All materials used do not hold health hazard Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 15. 7 PRICE • Prices are variable • Ranging: Php 3,000 - 4,500 per pair • Prices are similar to those of branded shoes • Prices are 2x more than branded arch support available in shopping malls and grocery stores Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 16. 8 PROMOTIONAL IDEA STEP UP Arch supports description Advantage - point 1 - point 2 - point 3 Educational flyer Orthopedic Frey - store location 1 map - store location 2 map Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 17. 9 AVAILABILITY • Orthopedic Frey has 2 offices in the country: • Pasig City • Cebu City • Requires at least 2 visits: measuring and fitting • Cash, credit and bank deposit transactions Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 18. 10 WINNING STRATEGY • Orthopedic Frey’s main strategy for its arch support would be differentiation, because of its customized comfort aspect • It can target the niche market of athletes for their safety in their sports • It has an excellent product with user satisfaction guarantee Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 19. SUMMARY Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 20. STEPPING UP IN ARCH SUPPORTS • Main target: Athletes • Who want safety and comfort • Can choose from other retail manufactured products (i.e. Dr. Scholl, Nike shoes) • Other brands focus on mass production and providing comfort only • The market size is approximately Php 40 million. Orthopedic Frey covering approximately Php 400,000 Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 21. STEPPING UP IN ARCH SUPPORTS • Product: Orthopedic Frey Arch Supports • Php 3,000 - 5000 per pair • Strategy: educational flyers, events, and company website • Accessible office locations • Uses differentiation technique to step up above its competitors Angel Belle C. Dy Orthopedic Frey: Arch SupportsMonday, November 29, 2010
  • 22. 10 STEP MARKETING PLAN: ORTHOPEDIC FREY ARCH SUPPORTS Angel Belle C. Dy November 30, 2010Monday, November 29, 2010