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Frey 10 step marketing plan - dalman doromal dy mejia ong
 

Frey 10 step marketing plan - dalman doromal dy mejia ong

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Frey 10 step marketing plan - dalman doromal dy mejia ong

Frey 10 step marketing plan - dalman doromal dy mejia ong

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    Frey 10 step marketing plan - dalman doromal dy mejia ong Frey 10 step marketing plan - dalman doromal dy mejia ong Presentation Transcript

    • 10  Step  Marke,ng  Plan     Orthopaedie  Frey  Far  East  ,  Incorporated  Arch   Supports   Dalman*Dy*Doromal*Mejia*Ong   Marke2ng  Management   January  8,  2011  
    • Disclaimer   •  All  informa2on  from  this  presenta2on  is  solely   for  classroom  exercise.   •  The  author  has  no  professional  connec2on   with  Orthopedic  Frey   •  Data  gathered  and  those  projected  may  be   fic2onal  
    • What  is  an  ARCH  SUPPORT?   •  Ortho2c   appliance  placed   inside  shoes   •  Provides   underside   support  for  feet   •  Shaped  to  fit  the   arch  of  the  foot  
    • Why  the  need  for  ORTHOTICS?   •  Accurately  and   precisely  posi2on  the   foot  throughout  the   gait  cycle   •  Prescrip2on  fiLed   •  Symptom  allevia2on   •  Proper  gait  alignment  
    • Part  I:  PTM  and  Posi,oning   1.  Main  target:  Athletes   2.  Who  want  safety  and  comfort   3.  Can  choose  from  other  retail   manufactured  products  (i.e.  Dr.  Scholl,  Nike   shoes)   4.  Other  brands  focus  on  mass  produc2on   and  providing  comfort  only   5.  The  market  size  is  approximately  Php40M         -­‐  Orthopedic  Frey  covering  approximately   Php  400,000  
    • Part  II:  Marke,ng  Mix     1.  Product:  Orthopedic  Frey  Arch  Supports   2.  Price:  Php  3,000  -­‐  5000  per  pair   3.  Promo2on:  educa2onal  flyers,  events,  and   company  website     4.  Place:  Accessible  office  loca2ons   5.  Uses  differen2a2on  technique  to  step  up   above  its  compe2tors  
    • PART 1: PTM AND POSITIONING
    • Step  #1   PRIMARY  TARGET  MARKET  
    • Who  uses  arch  supports?   Sports   Enthusiasts  &   Hobbyists   Occupa,ons   with   Professional   Prolonged   Athletes   Standing   Feet   Overuse  
    • Frey  Primary  Target  Market   •  Professional  athletes  of  na2onal  teams   •  Daily  training  and  compe22ve  sports   •  Requires  comfort  during  and  a^er   ac2vi2es   •  Prevent  injury  
    • Step  #2   NEEDS,  WANTS  AND  DEMANDS  OF   THE  PRIMARY  TARGET  MARKET  
    • The Athlete’s Mind’s Eye Self- I am complete when I reach my full actualization 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
    • Step  #3   COMPETITION  AND  COMPETITIVE   POSITION  MAP  
    • Compe,tors   •  Direct  Compe,tors:  LP   Support  Insoles   •  Indirect  Compe,tors:   Rubber  Shoes  (e.g.  Asics,   New  Balance),  Comfort   footwear  (e.g.  Crocs)   •  Variables:  Price,  Quality,   Customiza2on  
    • BaXle  in  the  Shoe   Arch  Support   Insoles   •  Comfort  for  the  feet   •  For  addi2onal   •  Func2onal  support   padding   •  Custom-­‐made  and   •  Shock  absorp2on   generic  fit   •  “One  size  fits  all”  
    • Differen,a,on:  Customizable  and  Price   PRICE/CUSTOMIZABLE   CUSTOMIZABLE   NON-­‐  CUSTOMIZABLE   LOW  PRICE   HIGH  PRICE  
    • Step  #4   THE  GAP,  THE  OPPORTUNITY  AND  THE   POSITIONING  
    • Filling  the  Gap   •  Customizable  to  any  foot  type   •  Internal  contacts  with  sports  teams  (e.g.   professionals,  varsity  teams,  etc.)   •  Technical  know-­‐how  to  educate  on  the  necessity  of   arch  supports   •  Good  quality  materials   •  Available  repair  
    • Taking  a  Stand:  Differen,a,on   •  Orthopedic  Frey  customizes  arch  supports  to  the   customer’s  foot  type  and  size  that  promotes  their   safety  during  their  ac,vi,es  (i.e.  walking,    running,   basketball)   •  Others  focus  only  on  pa2ent’s  comfort       but  may  not  ensure  the       aspects  of  safety  –       specific  for  athletes.  
    • Step  #5:  Ortho,cs  Playing  Field   •  $200M  industry  in  the  Asia-­‐Pacific  (2008)   •  Claimed  market  share:  1%  of  all  possible   customers   •  Monthly  sales:  Php  400,000  (60%  of  sales)   •  Approximated  local  market  size       is  400,000/0.01  =  Php  40  million  
    • PART 2: MARKETING MIX
    • Step  #6:  Major  Brands   Orthopedic Frey Dr. Scholl Branded shoes
    • Step  #6:  The  Product   •  Orthopedic  Frey  Arch  Supports  are   customized  to  specific  foot  type  and  size   of  the  user   •  Current  Uses:  for  injury  preven2on  and   improvement  of  exis2ng  problems  (e.g.   Plantar  fascii2s,  Achilles  tendini2s)  
    • Step  #6:  The  Product   •  Technicians  of  these  products  are  trained  in   ortho,cs  and  prosthe,cs.   •  All  products  are  hand-­‐craded  using  imported   materials.   •  Made  with  quality,  safe  and  durable   materials.  
    • Step  #6:  Ordering  the  Product   TECHNICIAN   FABRICATE   MAKE  AN   WILL  ASSESS   CUSTOMER   ARCH   APPOINTMENT   OR  CAST  FOOT   PICK-­‐  UP   SUPPORT   IF  NEEDED  
    • Step  #7:  Promo,ng  the  Product   •  Personal  communica2on  with  doctors,   coaches  of  professional  and  varsity  teams   •  Word  of  mouth  among  exis2ng  clients   •  Public  rela2ons  efforts  via  events  (e.g.   marathons,  triathlons,  tournaments,  etc.)  
    • Step  #8:  Pricing  the  Product   •  P3,000  –  4,500  per  pair  of  customized   arch  support   •  Addi2onal  cost  –  ergonomic  footwear   (e.g.  rubber  shoes  cost  around  P2500  to   P5000  per  pair)   •  Insoles  are  cheaper  (P250-­‐500  per  pair)   and  more  readily  available  (e.g.  Malls)  
    • Step  #8:  Promo,onal  Ideas   Educational flyer
    • Step  #8:  Other  Promo,onal  Ideas   •  Awareness  campaign  on  the  need  for   customized  arch  support  to  beLer  cure  and   prevent  sports  related  injuries   •  Use  of  billboards,  health  magazines,  sports   magazine  print  adver2sements,  flyers,  and   newspapers  
    • Step  #8:  Other  Promo,onal  Ideas   •  Sponsor  medical  conven2ons,  con2nuing   medical  educa2on,  forums,  round  table   discussions,  and  company  events   •  Send  medical  representa2ves  to  introduce  and   explain  the  benefits  of  the  product   •  Target  podiatrists,  orthopedic  surgeons  and   rehabilita2on  medicine  specialists  
    • Step  #9:  Where  to  Find  the  Product   •  Product  available  in  main  offices         (Pasig  and  Cebu)   •  Product  is  picked  up  in  the  main  office   •  Requires  at  least  2  visits:  measuring   and  fipng   •  Cash,  credit  and  bank  deposit   transac2ons  
    • Step  #10   THE  WINNING  MARKETING  FORM  
    • Step  #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   sa2sfac2on  guarantee  
    • SUMMARY
    • Summary:  Marke,ng  Strategy   •  Target  Market  Segments:  niche  market  for   athletes  (e.g.  Professional  and  varsity  teams)   •  Retain  customiza,on  specializa,on   •  The  market  size  is  approximately  Php  40   million  with  Orthopedic  Frey  covering   approximately  Php  400,000   •  Proposi2on  /  Key  Element  –  Market  research   to  explore  other  differen2a2on  strategies  
    • 10  Step  Marke,ng  Plan     Orthopaedie  Frey  Far  East  ,  Incorporated   Arch  Supports   Dalman*Dy*Doromal*Mejia*Ong   Marke2ng  Management   January  8,  2011