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Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
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Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)

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Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)

Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)

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  • 1. 10-Step Marketing Plan for Belo’s Liposuction Package Angeli Nicole J. Reinoso 070034 January 19, 2010
  • 2. 5 Steps for Part 1 PTM and Positioning <ul><li>PTM are individuals who are unsatisfied with their body image </li></ul><ul><li>Desiring a sexier figure </li></ul><ul><li>Can choose from TMC, MMC, SLMC, Beverly Hills Medical Group, Calayan </li></ul><ul><li>Gap is other institutions do not offer package promos </li></ul><ul><li>The market size cannot be determined from the print ad. </li></ul>
  • 3. 5 Steps for Part 2 Marketing Mix and Strategy <ul><li>Belo’s liposuction package promotion </li></ul><ul><li>Offers packages at a discounted rate </li></ul><ul><li>Uses mass media, sales promotion, and word-of-mouth to spread the word </li></ul><ul><li>Is offered in 10 branches in Metro Manila and Cebu </li></ul><ul><li>Uses a niche approach to win </li></ul>
  • 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 5. PTM: Individuals who are unsatisfied with their body image <ul><li>Demographics: age&gt;18, males and females, social classes A to C, single/married/separated/widowed </li></ul><ul><li>Lifestyle: working or non-working, prefer quality service </li></ul><ul><li>Behavior: seek a sexy body image </li></ul>
  • 6. Needs-Wants-Expectations I want to have a healthy body and mind. I want the best medical care available. I want to be respected and admired.
  • 7. 3. My PTM’s NWE <ul><li>Individuals who are unsatisfied with their body image: </li></ul><ul><ul><li>Need to be secure about their self-image </li></ul></ul><ul><ul><li>Want quality services and facilities at and affordable price </li></ul></ul><ul><ul><li>Expect the best care and best outcome </li></ul></ul>
  • 8. Belo’s Liposuction Package has many competitors. <ul><li>Direct: TMC, MMC, SLMC, Beverly Hills Medical Group, Calayan </li></ul><ul><li>Indirect: Dermatologists, Cosmetologists, Aestheticians </li></ul><ul><li>Variables: Price, Physicians, Technicians, Facilities, Location, Privacy, Brand </li></ul>
  • 9. Competitive Position Map Belo Calayan Dermato- logists TMC MMC SLMC Beverly Hills Price/Quality Matrix Satisfactory Service/Facilities Good Service/Facilities Excellent Service/Facilities High Price Low Price
  • 10. Positioning vs Brand Matrix Belo Calayan Beverly Hills Dermatologists Basic Services Security, Confidentiality Excellent Facilities Luxurious environment Quality ancillary medical service Affordable price
  • 11. 4. Gap between Customers and Competition <ul><li>Belo has: </li></ul><ul><ul><li>Licensed/Accredited Physicians </li></ul></ul><ul><ul><li>Excellent Facilities/Equipment </li></ul></ul><ul><ul><li>Patient Testimonials </li></ul></ul><ul><li>No other brand focuses on excellent outcome at a reasonable price. </li></ul><ul><li>Others focus on minimizing cost. </li></ul>
  • 12. 5. Market Size <ul><li>Cannot be determined from the print ad </li></ul>
  • 13. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 14. 6a. Cosmetic/Medical Facilities
  • 15. 6b. Product Description <ul><li>Belo’s liposuction package offers laser- and water-assisted liposuction with anesthesia, binder, and free ultrasound sessions. </li></ul><ul><li>It caters to individuals who desire to have a sexy figure at an affordable price. </li></ul><ul><li>The healthcare team is composed of specially trained physicians, nurses, and technicians. </li></ul>
  • 16. 7. Price <ul><li>Belo = Php30,000 for the first area, Php15,000 for every succeeding area </li></ul><ul><li>Other institutions = data unavailable </li></ul><ul><li>Belo’s liposuction package is priced at a discount due to a limited offer, with the goal of maximizing profits through quality service. </li></ul>
  • 17. 8a. Promo <ul><li>Advertise using mass media (TV, radio, print, web, billboards) </li></ul><ul><li>Make use of social networking sites (Facebook, Twitter, Tumblr) </li></ul><ul><li>Enhance word-of-mouth promotion, especially the guarantee of privacy/confidentiality </li></ul>
  • 18. 8a. Promo <ul><li>Advertise on mass media </li></ul>
  • 19. 8a. Promo <ul><li>Be visible on social networking sites </li></ul>
  • 20. 8b. Competitor Promo
  • 21. 9. Belo Medical Group has 10 branches in Metro Manila and Cebu <ul><li>Available in Metro Manila and Cebu catchment areas </li></ul><ul><ul><li>Potential areas: nationwide and international </li></ul></ul>
  • 22. 10. Niche Strategy <ul><li>Belo Medical Group caters to clients that prioritize a good self-image. </li></ul><ul><li>The institution is focused on providing quality service at a competitive price. </li></ul><ul><li>Although service delivery is within a limited area, Belo Medical Group is able to capture a nationwide and even international market. </li></ul>
  • 23. SUMMARY
  • 24. 5 Steps for Part 1 PTM and Positioning <ul><li>PTM are individuals who are unsatisfied with their body image </li></ul><ul><li>Desiring a sexier figure </li></ul><ul><li>Can choose from TMC, MMC, SLMC, Beverly Hills Medical Group, Calayan </li></ul><ul><li>Gap is other institutions do not offer package promos </li></ul><ul><li>The market size cannot be determined from the print ad. </li></ul>
  • 25. 5 Steps for Part 2 Marketing Mix and Strategy <ul><li>Belo’s liposuction package promotion </li></ul><ul><li>Offers packages at a discounted rate </li></ul><ul><li>Uses mass media, sales promotion, and word-of-mouth to spread the word </li></ul><ul><li>Is offered in 10 branches in Metro Manila and Cebu </li></ul><ul><li>Uses a niche approach to win </li></ul>
  • 26. 10-Step Marketing Plan for Belo’s Liposuction Package Angeli Nicole J. Reinoso 070034 January 19, 2010

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