• Save
Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

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

on

  • 715 views

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

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

Statistics

Views

Total Views
715
Views on SlideShare
711
Embed Views
4

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 4

http://anjreinosomarketing.blogspot.com 4

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

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

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

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