10-Step Marketing Plan for Frey (pdf version)

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10-Step Marketing Plan

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10-Step Marketing Plan for Frey (pdf version)

  1. 1. 10 STEP MARKETINGPLAN FORORTHOPAEDIEFREY FAR EASTALDWINONG I 30 NOV 2010
  2. 2. PART 1 OUTLINE  5 STEPS OF PART 15 STEPS OF PART 2STEP 1:PRIMARY TARGET MARKETSTEP 2: NEEDS, WANTS AND DEMANDSSTEP 3:COMPETITION AND COMPETITIVE POSITION MAPSTEP 4: GAP, OPPORTUNITY AND POSITIONINGSTEP 5: MARKET SIZEPART 2STEP 6: PRODUCTSTEP 7: PRICESTEP 8: PROMOTIONSSTEP 9: PLACESTEP 10: GENERIC WINNING STRATEGYSUMMARY
  3. 3. FREY’S PTM ARE BABY BOOMERS WITH ACTIVE LIFESTYLEWHO WANT TO CURE FEET AND HEALTH PROBLEMS,WALK CONFIDENTLY AND COMFORTABLYTHEY CAN CHOOSE SCHOLL OR BIOFRESHGAP IS OTHER BRANDS ARE NOT INDIVIDUALLY CUSTOMIZABLEAND DURABLEMARKET SIZE IS PHP 40,000,000 5 STEPS PART 1
  4. 4. FREY MAKES ARCH SUPPORT FOR LEATHER AND RUBBERSHOESIT IS PREMIUM PRICEDIT IS PROMOTED THROUGH PRINT AND DIRECT MARKETINGIT IS SOLD IN KEY AREASIT IS THE ONLY CUSTOMIZABLE ARCH SUPPORTIN THE PHILIPPINES THAT IS DURABLEAND CURATIVE 5 STEPS PART 2
  5. 5. PART 1: PTM AND POSITIONING
  6. 6. PRIMARY1   TARGET MARKET
  7. 7. OLDER ADULT POPULATION BOOMING DEMOGRAPHICS BABY BOOMERS (46- 64) M and F AB Upper C SINGLE OR MARRIED 1   PRIMARY TARGET MARKET
  8. 8. MORE FEET PROBLEMS DUE TO AGING PSYCHOGRAPHIC •  ORKING OR ACTIVE LIFESTYLE W •  EARS LEATHER SHOES OR HIGH HEELS OFTEN TO W WORK OR ACTIVITIES •  XPERIENCING DISCOMFORT WITH THEIR FEET/ BACK E PAINS •  UFFERING FROM FLAT FOOT, GAIT CHANGE, AND S OTHER PROBLEMS THAT CAN BE CAUSED BY AGING •  THLETES WERE NOT CHOSEN AS PRIMARY MARKET A BECAUSE OF SATURATION OF SPORTS SHOES THAT ARE SPECIALIZED FOR SPECIFIC CONCERNS 1   PRIMARY TARGET MARKET
  9. 9. NEEDS2   WANTS DEMANDS
  10. 10. MASLOW’S HIERARCHY OF NEEDS“  I  CAN  REACH  MY  FULL  POTENTIAL  BY  BEING  HEALTHY  ”   SELF-ACTUALIZATION NEEDS “  I  NEED  TO  LOOK  MY  BEST   ESTEEM NEEDS AND  WALK  CONFIDENTLY  ”   SOCIAL NEEDS “  I  NEED  TO  STAY  HEALTHY   SAFETY NEEDS AND  SAFE  ”   PHYSIOLOGICAL NEEDS 2   NEEDS, WANTS AND DEMAND
  11. 11. PTM’S NEEDS, WANTS & DEMANDS•  P T M N E E D S S A F E T Y, S E L F - E S T E E M A N D S E L F - ACTUALIZATION•  PTM CHOOSES FREY OVER OTHER ARCH SUPPORTS BECAUSE•  IT IS CUSTOMIZED, DURABLE AND CURATIVE•  PTM EXPECTS PRODUCT FIT PERFECTLY CAN PREVENT•  AND CURE INJURIES; WALK COMFORTABLY AND SAFELY•  WITH THEIR OWN SHOES 2   NEEDS, WANTS AND DEMAND
  12. 12. 3   COMPETITION
  13. 13. DIRECT AND INDERECT COMPETITORS DIRECT COMPETITORS: DR. SCHOLL’S, BIOFRESH INDIRECT MARKET: RUBBERSHOES (NIKE, NEWBALANCE,CONVERSE), DRESS SHOES (ECCO, CLARKS) VARIABLES: PRICE, CUSTOMIZABLE, SIZES, MATERIAL USED, AVAILABILITY 3   COMPETITION
  14. 14. FREY IS # 1 IN NICHE: CUSTOMIZABLE & PREMIUM PRICED PRICE/ CUSTOMIZABLE   NON-­‐   CUSTOMIZABLE   CUSTOMIZABLE   LOW  PRICE   HIGH  PRICE   3   COMPETITION
  15. 15. FREY’S UNIQUE POSITIONING SHOWN IN COMPETITIVE MAP DR. SCHOLLS® DR. SCHOLLS® DR. SCHOLLS® BURLINGTON FREY FAR EAST ADJUSTABLE TRI-COMFORT® MASSAGING BIO FRESH ARCH SUPPORT ARCH PAIN ORTHOTICS GEL ARCH FLEXIGEL ARCH RELIEF SUPPORTS SUPPORT ORTHOTICS MATERIAL SOFT FOAM FLEXISPRING GEL FLEXIGEL CORK/ ACRYLIC/ POLYPROPLY NE SHELL CUSTOMIZABLE NO NO NO NO YES SIZES BASED ON BASED ON BASED ON BASED ON ALL SIZES SHOE SIZES SHOE SIZES SHOE SIZES SHOE SIZES (DEPENDS ON M(8-13) M(8-13) M(8-13) M(8-13) USERS F(6-10) F(6-10) F(6-10) F(6-10) ACTUAL FOOT SIZE) PRICE PHP 1,000 PHP 930.00 PHP 300.0 PHP 900 PHP 3- 5,000 3   COMPETITION
  16. 16. GAP4   OPPORTUNITY POSITIONING
  17. 17. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY •  REY IS THE ONLY REAL CUSTOMIZABLE ARCH F SUPPORT (FULLY ANALYZED BASED ON HEIGHT, GAIT, ETC) AND IS MADE FROM DURABLE MATERIAL •  O BRAND HAS A SIMILAR POSITION N •  THER FOCUS ON LOW PRICE, TEMPORARY O RELIEF AND MASS PRODUCTION 4   GAP, OPPORTUNITY, POSITIONING
  18. 18. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY •  TC ARCH SUPPORT’S MATERIALS ARE WEAK O (GEL/FOAM/EVA) AND CANNOT CHANGE ALLIGNMENT OF FEET OR BODY •  UBBER SHOES CONTINUOUSLY IMPROVING AND R INTRODUCING VARIANTS TO SUIT ATHLETES NEEDS BUT NOT DRESS SHOES (LEATHER/HIGH HEELS) THAT ARE USED OFTEN BY MANY FOR WORK AND OTHER ACTIVITIES 4   GAP, OPPORTUNITY, POSITIONING
  19. 19. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY •  OOT AND ASSOCIATED HEALTH PROBLEMS F INCREASE AS A PERSON AGE POSITIONING: PREMIUM PRICED, DURABLE CUSTOMIZABLE, PROFESSIONALLY AND INDIVIDUALLY HAND CRAFTED FOR WORKING ADULTS WHO WANT TO REMEDY FEET INJURIES AND PREVENT HEALTH PROBLEMS CAUSED BY IMPROPER ARCH SUPPORT 4   GAP, OPPORTUNITY, POSITIONING
  20. 20. 5   MARKET SIZE
  21. 21. FREY’S ESTIMATE OF MARKET SHARE1% OF POPULATIONGROSS SALES PHP 400,000 PER MONTH ON ARCHSUPPORT ALONEAPPROXIMATE MARKET SIZE (400,000/0.01) = PHP 40MILLION 5   MARKET SIZE
  22. 22. PART 2: MARKETING MIX
  23. 23. 6   PRODUCT
  24. 24. ARCH SUPPORT RIGID OR SOFT “SHIM” PLACED IN BETWEEN THE FOOT AND SHOE TO POSITION THE FOOT NEAR ITS NEUTRAL POSITION SO IT CAN FUNCTION MORE EFFICIENTLY. THE PURPOSE OF THE ARCH SUPPORT IS TO PREVENT OR REDUCE COMPENSATORY PRONATION WHICH PLACES ADDITIONAL STRESSES ON THE DIFFERENT FOOT STRUCTURES. (James, Bates, & Osternig, 1978) 6   PRODUCT
  25. 25. PRODUCT CATEGORY: DIRECT COMPETITORSDr.  Scholls®   Dr.  Scholls®   Dr.  Scholls®   Burlington   Frey  Far  East  Arch  Support  Adjustable   Tri-­‐Comfort®   Massaging   Bio  Fresh  Arch  Pain   OrthoLcs     Gel  Arch   Flexigel  Relief   Supports   Arch   6  OrthoLcs     Support   PRODUCT
  26. 26. PRODUCT CATEGORY: INDIRECT COMPETITORSECCO  51634  1283  WHISKY     CLARKS  ARTISAN   WOMENS  METTI   BIRCKENSTOCK  MENS  ECCO  SHOES  WITH  BUILT  IN   ARIZONA  MOCHA  ARCH  SUPPORT  AND  DUAL   SLIP-­‐ONS   WOMENS  DRESS   STAY  STURDY  AND  PROVIDE   SHOCK  IN  THE  HEEL  FOR   THE  ORTHOTIC-­‐LIKE  ARCH   ADDED  COMFORT     SHOES   WITH  EVA   SUPPORT  AND  COMFORT   6   PRODUCT
  27. 27. PRODUCT CATEGORY: INDIRECT COMPETITORS NIKE ZOOM FLY NEW BALANCE MENS MR CONVERSE CT SISTER ONE+ 740 WHITE/NAVY LITE OX GRAY WITH ARCH MAXIMUM STABILITY WITH ARCH SUPPORT (ARCH SUPPORT) AND SUPPORT SHOCK ABSORPTION. HEEL AND FOREFOOT CUSHIONING 6   PRODUCT
  28. 28. PHOTO AND DESCRIPTIONCUSTOMIZED TO SPECIFIC FOOT TYPE ANDSIZE OF THE USERTECHNICIANS OF THESE PRODCUTS ARETRAINED IN ORTHOTICS AND PROSTHETICSHAND- CRAFTED USING IMPORTED, QUALITYAND DURABLE MATERIALS ORTHOPEDICFABRICATION OF CUSTOM- MADE ORTHOSIS ARCH SUPPORT (SHOE INSERT)USES UP-TO-DATE TECHNOLOGY 6   PRODUCT
  29. 29. PHOTO AND DESCRIPTIONTHERE ARE 2 VARIANTS: FOR SPORTS(CORK BASE) AND FOR LEATHER SHOES/HIGH HEELS (POLYPROPYLENE SHELL/ACRILYC)MATERIALS ARE FLEXIBLE ENOUGH TOPROVIDE COMFOR, RIGID ENOUGH TOSUPPORT ARCHES AND CHANGEALLIGNMENT OF FEET AND BODY ORTHOPEDIC ARCH SUPPORT (SHOE INSERT) 6   PRODUCT
  30. 30. HOW TO ORDER TECHNICIAN   FABRICATE   MAKE  AN   WILL  ASSESS   CUSTOMER   ARCH   APPOINTMENT   OR  CAST  FOOT   PICK-­‐  UP   SUPPORT   IF  NEEDED   6   PRODUCT
  31. 31. 7   PRICE
  32. 32. FREY PREMIUM PRICING CORK BASE PHP ARCH SUPPORT 5,000 + FOR SPORTS ACRYLIC OR PHP 4,000 + PROPYLENE SHELL (WHOLE) FOR LEATHER SHOES PHP 3,000 AND HIGH HEELS (3/4) 7   PRICE
  33. 33. 8   PROMOTIONS
  34. 34. ADVERTISINGAWARENESS CAMPAIGN ON THE NEED FORCUSTOMIZED ARCHSUPPORT TO BETTER CURE AND PREVENTINJURIESUSING BILLBOARDS, HEALTHMAGAZINE PRINT ADS, FLYERS, ANDNEWSPAPERS 8   PROMOTIONS
  35. 35. ADVERTISING 8   PROMOTIONS
  36. 36. PUBLIC RELATIONSSPONSOR MEDICAL CONVENTIONS,CONTINUING MEDICAL EDUCATION, FORUMS,ROUND TABLE DISCUSSIONS AND COMPANYEVENTS 8   PROMOTIONS
  37. 37. PERSONAL SELLINGS E N D M E D I C A L R E P R E S E N TAT I V E S TO EXPLAIN TO INTRODUCEPRODUCT TO DOCTORS 8   PROMOTIONS
  38. 38. COMPETITOR ADVERTISING DR. SCHOLL’S WEBSITE 8   PROMOTIONS
  39. 39. COMPETITOR ADVERTISING BURLINGTON’S WEBSITE 8   PROMOTIONS
  40. 40. COMPETITOR ADVERTISING NIKE’S WEBSITE AND PRINT AD 8   PROMOTIONS
  41. 41. 9   PLACE
  42. 42. MAKE MORE ACCESSIBLECURRENTLY IN CAPITOL HILLS, QUEZON CITYAND CEBUEXPAND AND MAKE CLINICS IN KEY AREASWHERE TARGET MARKET IS LIKE MAKATI,ORTIGAS, NEARORTHOPAEDIC CENTERS 9   PLACE
  43. 43. UNIQUE10   SELLING PROPOSITION
  44. 44. FREY IS A NICHE LEADER IN CUSTOMIZABLE ARCH SUPPORT MAIN STRATEGY IS TO DOMINATE THE NICHE MARKET OF 46- 64 YEAR OLD BUSINESSMEN AND WOMEN WITH ACTIVE LIFESTYLE IT BENEFITS FROM THE FACT THAT IT IS THE ONLY STORE IN THE PHILIPPINES THAT OFFERS CUSTOMIZATION IT IS PREMIUM PRICED BECAUSE IT USES DURABLE MATERIALS AND RELIABLE TECHNOLOGY 9   PLACE
  45. 45. SUMMARY
  46. 46. FREY’S PTM ARE BABY BOOMERS WITH ACTIVE LIFESTYLEWHO WANT TO CURE FEET AND HEALTH PROBLEMS,WALK CONFIDENTLY AND COMFORTABLYTHEY CAN CHOOSE SCHOLL OR BIOFRESHGAP IS OTHER BRANDS ARE NOT INDIVIDUALLY CUSTOMIZABLEAND DURABLEMARKET SIZE IS PHP 40,000,000 5 STEPS PART 1
  47. 47. FREY MAKES ARCH SUPPORT FOR LEATHER AND RUBBERSHOESIT IS PREMIUM PRICEDIT IS PROMOTED THROUGH PRINT AND DIRECT MARKETINGIT IS SOLD IN KEY AREASIT IS THE ONLY CUSTOMIZABLE ARCH SUPPORTIN THE PHILIPPINES THAT IS DURABLEAND CURATIVE 5 STEPS PART 2
  48. 48. 10 STEP MARKETINGPLAN FORORTHOPAEDIEFREY FAR EASTALDWINONG  I  30  NOV  2010    

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