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Shimizu 10 step marketing plan Shimizu 10 step marketing plan Presentation Transcript

  • 10 STEPMarketing Plan for911 LANGUAGE Daiki “Derek” Shimizu July 2012 www.daiki-shimizu.blogspot.com 1
  • DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. www.daiki-shimizu.blogspot.com
  • Steps 1 to 5911 customers are students1. 911 aims customers based on…2. Students’ needs, wants & demands3. 911 compete with…4. Gap exists between customers and competition5. Market size in pesos based on different sources www.daiki-shimizu.blogspot.com View slide
  • Steps 6 to 10See 911 marketing mix &strategy 1. 911 makes a friendly environment for students 2. Course fee 3. 911 Promo 4. Students can enjoy 911 service only 5. The school is using winning strategies www.daiki-shimizu.blogspot.com View slide
  • 1. 911 aims customers basedon From 16 – 40 years old, male and female, Korean. They study English. They use English at work. For students and workers, when they have long holidays, they come to the Philippines. University students stay for 1 month. Workers stay for 1 week. www.daiki-shimizu.blogspot.com
  • Students’ needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 www.daiki-shimizu.blogspot.com
  • 2. Students’ needs, wants& demandsNeeds: Esteem Needs (Recognition, Status, fame or glory, prestige, and attention, self- respect, the need for strength, competence, mastery, self-confidence, independence and freedom)Wants: Improvement, the number of teachers and students, conducive environment for study,Demands: Proven curriculum, reliable support, affordable, well-equipped facilities. www.daiki-shimizu.blogspot.com
  • 3a. 911 compete with Direct,: Berlitz, CNN, universities, EIEN LANGUAGE, C21, JJ, Global Standard Indirect: Rarejob, E communication, BBT, KEYEYE Variables: Price, place, the number of teachers and students, environment for study, past results www.daiki-shimizu.blogspot.com
  • 3b. Competitive position map for English course as of 2012 Price vs. Age MatrixPrice/ Age 0-16 yrs 16-35 yrs 35-60 yrs 60yrs upMatrix TOEIC (MM)High price TOEFL (MM) IEFLTS (MM) English for travel (MM)Low Price Group MM: man to man class www.daiki-shimizu.blogspot.com
  • as of 2012 3b.A benefit positioning vs. course map for English Benefit Positioning vs. Brand Matrix En glis h fo r Trave l I ELTS TOEFL TOEIC Fu nc t io n al Be ne fit Gro u p (MM) (MM) (MM) (MM)Impro ve s a c a de mic En glis hEn jo ys t ra ve lin gGe t s pro mo t io nMake s frie n dsImpro ve s Bu s in e s s Englis hAc h ie ve re quire me nt sLe a rns fro m diffe re n t o pinio nsFo c ue s o n we a kn e s s e sSa ve s mo n e y www.daiki-shimizu.blogspot.com
  • 4. Gap exists betweencustomers and competitionWe can find opportunities where competitors cannot start easily such as professional business course, kids with parents, different target markets.They are not addressing proven curriculum, giving students visible or imaginable improvement after finishing courses.They can start unique selling propositions. For example:Business course: this needs highly competent teachers.They have assurance: if students cannot reach at least 800 score in TOEIC in 3 months, the school will compensate for the class fees students are going to take. www.daiki-shimizu.blogspot.com
  • 5a. Market size in pesos based on competitor data is1. Competitor data= Other educationalEducation (100%)=P98.5 billion schools 2% Training college 6% High schoolOther educational schools(2%) 42%=P2billion Elementary 17% University 33% Source: “2008 Annual Survey of Philippine Business and Industry” www.daiki-shimizu.blogspot.com
  • 5b. Market size in pesos based on company data and competitor data isKumon 911Market share: 11% Market share: 11%÷70=0.16%Revenue: P350M Revenue: P5M P5M ÷ 0.0016=P3.1B Actual size = P2 billion www.daiki-shimizu.blogspot.com
  • 6a. 911 makes friendlyenvironment for students. www.daiki-shimizu.blogspot.com
  • 6a. The direct competitors of 911 aredirect competitor indirect competitor www.daiki-shimizu.blogspot.com
  • 6a. The indirect competitorsof 911 are www.daiki-shimizu.blogspot.com
  • 6b. 911 providesMan to man course:Students can study with teachers at their comfortable pace. Teachers can design a class based on what students would like to improve, what weaknesses students have, what purposes they have. www.daiki-shimizu.blogspot.com
  • 7. Course feeGeneral Course (6 hours a day) ACE General Course 911 JJ EIEN power WORLD course A: MM + Listening +MM(2h)+ 21,500 22,000 56,000 36000 Speaking course B: MM + Listening +Group Classes 21,500 22,000 56,000 36000 Writing course A: MM + Writing +(4h) 21,500 22,000 56,000 36000 SpeakingMM(4h)+ course A: MM + MM + Listening 25,000 26,000 56,000 36000Group Classes course B: MM + MM + Writing 25,000 26,000 56,000 36000(2h) course A: MM + MM + Speaking 25,000 26,000 56,000 36000MM: Man to man www.daiki-shimizu.blogspot.com
  • 8a. For advertising, 911uses www.daiki-shimizu.blogspot.com
  • 8a. 911 is promoting www.daiki-shimizu.blogspot.com
  • 8a. 911 is promoting www.daiki-shimizu.blogspot.com
  • 8b. Competitors arepromoting www.daiki-shimizu.blogspot.com
  • 9. This service is availableat  the school www.daiki-shimizu.blogspot.com
  • 10. The school is usingwinning strategies below.  Low Cost Producer  Differentiation  Niche www.daiki-shimizu.blogspot.com
  • SUMMARYwww.daiki-shimizu.blogspot.com 25
  • Steps 1 to 5911 customers are students1. 911 aims customers based on2. Students’ needs, wants & demands3. 911 compete with4. Gap exists between customers and competition5. Market size in pesos based on different sources www.daiki-shimizu.blogspot.com
  • Steps 6 to 10See 911 marketing mix &strategy 1. 911 makes a friendly environment for students 2. Course fee 3. 911 Promo 4. Students can enjoy 911 service only 5. The school is using winning strategies www.daiki-shimizu.blogspot.com
  • 10 STEPMarketing Plan for911 LANGUAGE Daiki “Derek” Shimizu July 2012 www.daiki-shimizu.blogspot.com 28