• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
10-Step Marketing Plan for Frey (pdf version)
 

10-Step Marketing Plan for Frey (pdf version)

on

  • 1,426 views

10-Step Marketing Plan

10-Step Marketing Plan

Statistics

Views

Total Views
1,426
Views on SlideShare
1,423
Embed Views
3

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 3

http://aldwin-ong.blogspot.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

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 Frey (pdf version) 10-Step Marketing Plan for Frey (pdf version) Presentation Transcript

    • 10 STEP MARKETINGPLAN FORORTHOPAEDIEFREY FAR EASTALDWINONG I 30 NOV 2010
    • 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
    • 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
    • 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
    • PART 1: PTM AND POSITIONING
    • PRIMARY1   TARGET MARKET
    • OLDER ADULT POPULATION BOOMING DEMOGRAPHICS BABY BOOMERS (46- 64) M and F AB Upper C SINGLE OR MARRIED 1   PRIMARY TARGET MARKET
    • 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
    • NEEDS2   WANTS DEMANDS
    • 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
    • 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
    • 3   COMPETITION
    • 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
    • FREY IS # 1 IN NICHE: CUSTOMIZABLE & PREMIUM PRICED PRICE/ CUSTOMIZABLE   NON-­‐   CUSTOMIZABLE   CUSTOMIZABLE   LOW  PRICE   HIGH  PRICE   3   COMPETITION
    • 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
    • GAP4   OPPORTUNITY POSITIONING
    • 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
    • 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
    • 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
    • 5   MARKET SIZE
    • 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
    • PART 2: MARKETING MIX
    • 6   PRODUCT
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • HOW TO ORDER TECHNICIAN   FABRICATE   MAKE  AN   WILL  ASSESS   CUSTOMER   ARCH   APPOINTMENT   OR  CAST  FOOT   PICK-­‐  UP   SUPPORT   IF  NEEDED   6   PRODUCT
    • 7   PRICE
    • 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
    • 8   PROMOTIONS
    • ADVERTISINGAWARENESS CAMPAIGN ON THE NEED FORCUSTOMIZED ARCHSUPPORT TO BETTER CURE AND PREVENTINJURIESUSING BILLBOARDS, HEALTHMAGAZINE PRINT ADS, FLYERS, ANDNEWSPAPERS 8   PROMOTIONS
    • ADVERTISING 8   PROMOTIONS
    • PUBLIC RELATIONSSPONSOR MEDICAL CONVENTIONS,CONTINUING MEDICAL EDUCATION, FORUMS,ROUND TABLE DISCUSSIONS AND COMPANYEVENTS 8   PROMOTIONS
    • 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
    • COMPETITOR ADVERTISING DR. SCHOLL’S WEBSITE 8   PROMOTIONS
    • COMPETITOR ADVERTISING BURLINGTON’S WEBSITE 8   PROMOTIONS
    • COMPETITOR ADVERTISING NIKE’S WEBSITE AND PRINT AD 8   PROMOTIONS
    • 9   PLACE
    • 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
    • UNIQUE10   SELLING PROPOSITION
    • 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
    • SUMMARY
    • 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
    • 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
    • 10 STEP MARKETINGPLAN FORORTHOPAEDIEFREY FAR EASTALDWINONG  I  30  NOV  2010