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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)

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

    • 10-Step Marketing Plan for Belo’s Liposuction Package Angeli Nicole J. Reinoso 070034 January 19, 2010
    • 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.
    • 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
    • Positioning to the Primary Target Market Part 1: Steps 1 to 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
    • 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.
    • 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
    • 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
    • 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
    • Positioning vs Brand Matrix Belo Calayan Beverly Hills Dermatologists Basic Services Security, Confidentiality Excellent Facilities Luxurious environment Quality ancillary medical service Affordable price
    • 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.
    • 5. Market Size
      • Cannot be determined from the print ad
    • The Marketing Mix Strategy Part 2: Steps 6 to 10
    • 6a. Cosmetic/Medical Facilities
    • 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.
    • 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.
    • 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
    • 8a. Promo
      • Advertise on mass media
    • 8a. Promo
      • Be visible on social networking sites
    • 8b. Competitor Promo
    • 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
    • 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.
    • SUMMARY
    • 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.
    • 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
    • 10-Step Marketing Plan for Belo’s Liposuction Package Angeli Nicole J. Reinoso 070034 January 19, 2010