10 STEP MARKETING PLAN FOR BELO MEDICAL GROUP

5,943 views

Published on

Published in: Health & Medicine, Business
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
5,943
On SlideShare
0
From Embeds
0
Number of Embeds
199
Actions
Shares
0
Downloads
1
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

10 STEP MARKETING PLAN FOR BELO MEDICAL GROUP

  1. 1. http://annaguray06.blogspot.com<br />10 STEP Marketing Plan for BELO MEDICAL GROUP INC.<br />Anna Katrina L. Guray<br />June 2011<br />
  2. 2. Belo PTM are real and “wanna” be stars. <br />Who want to have the look of a star.<br />Can choose Calayan Surgicenter Inc. and Cathy Valencia Skincare.<br />Gap is all other clinics are more known to have affordable prices with comparable services. <br />Market size and niche are not determined.<br />http://annaguray06.blogspot.com<br />Steps 1 to 5“Doctor to the Stars”<br />
  3. 3. http://annaguray06.blogspot.com<br />Steps 6 to 10Stars pay for beauty<br />Belo Medical offers cosmetic surgery and dermatological services.<br />It is more expensive than Calayan Surgicenter, Cathy Valencia Skincare and Marie France.<br />Uses Print ads, billboards and celebrity endorsers.<br />Branches all over the metro and California USA.<br />Uses famous celebrity endorsers to attract the market.<br />
  4. 4. 1. Belo Medical primary target market are real and “wanna” be stars<br />18-65 yrs. old, social class A & B, both for single and married.<br />Celebrities, Entrepreneurs, Executives, Students (“anak-mayaman”), and those who are willing to enhance their beauty with a cost.<br />Try their services, and demand for a new you.<br />http://annaguray06.blogspot.com<br />
  5. 5. http://annaguray06.blogspot.com<br />2. PTM needs to be appreciated by their loved ones through their sexy body and flawless skin.<br />I am happy when I get <br />appreciation from my loved one<br />I want to be appreciated<br />Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler<br />5<br />
  6. 6. 2. Stars have different needs, wants & demands <br />http://annaguray06.blogspot.com<br />Stars need to belong, to be loved and appreciated, gain self confidence, and achieve Self-actualization.<br />Stars prefer and choose Belo Medical over other clinics because of the world-class products and services that they offer. Also, because of the advancement in technology that the company adapts to enhance their services.<br />Stars demand a sexy body and flawless skin to gain that confidence. <br />
  7. 7. 3a. Belo Medical has many underlying competitors<br />Direct: Calayan Surgicenter, Cathy Valencia Skincare, Marie France.<br />Indirect: Slimming Pills, Gym, Vitamin E, Spa, Diet.<br />Variables: Age, Price, Products, Services, Facilities, Doctors, Endorsers, Company promise to a beautiful and new you.<br />http://annaguray06.blogspot.com<br />
  8. 8. http://annaguray06.blogspot.com<br />Competition Map <br />Direct vs Indirect<br />Marie France<br />Cathy <br />Valencia<br />BELO<br />Calayan<br />Vit C<br />SPA<br />GYM<br />SLIMMING<br />PILLS<br />DIET<br />
  9. 9. 4. Belo Medical positions itself in a niche market opportunity<br />Belo Medical offers similar products and services with its competitors<br />they first introduced us to the advanced world of cosmetic surgery.<br />They are visibly seen all over the metro and even in the US.<br />They have the most trusted celebrity endorsers.<br />They have better and strong marketing and advertising strategies.<br />Calayan Surgicenter, Marie France and Cathy Valencia Skincare are trying to compete this strategy.<br />Its strong marketing and advertising strategies have been the edge of Belo Medical from its competitors on giving their customers that sexy body and flawless skin.<br />http://annaguray06.blogspot.com<br />
  10. 10. 4. Famous taglines = Company’s identity<br />Only Belo touches my skin, who touches yours?<br />The Price you have to pay to be sexy? Not Much.<br />Discover BELO Beauty<br />http://annaguray06.blogspot.com<br />
  11. 11. 5a. No details given <br />http://annaguray06.blogspot.com<br />
  12. 12. 5b. 60% Market Share for BELO MEDICAL GROUP<br />Sales from Cosmetic Surgery and dermatological services is P20M.<br />Market Share of 60%<br />P20M x 0.6 = P12M<br /> Source: Belo Helpdesk (844-2939)<br />http://annaguray06.blogspot.com<br />
  13. 13. 5c. Consumer size of P113M<br />Cosmetic Surgery:<br />3 out of 10 Filipinos undergo cosmetic surgery per day which costs around P100,000 per session.<br />3 x 1 x P100,000 x 365 = P109,500,000<br />Derma:<br />5 out of 10 Filipinos undergo derma procedures per day which costs around P2000 per session.<br />5 x 1 x P2000 x 365 = P3,650,000<br />TOTAL: P109,500,000+P3,650,000 = P113,150,000<br />http://annaguray06.blogspot.com<br />
  14. 14. 5. Cosmetic Surgery and Dermatological market is 12 million<br />Competitor data=12M<br />Company data = 12M<br />Customer Usage data = 113M<br />http://annaguray06.blogspot.com<br />
  15. 15. BELO VS Direct Competitors<br />http://annaguray06.blogspot.com<br />VS<br />
  16. 16. BELO VS Indirect Competitors<br />http://annaguray06.blogspot.com<br />VS<br />
  17. 17. Belo’s wide range of products and services<br />http://annaguray06.blogspot.com<br />
  18. 18. Competitors’ Products and Services<br />http://annaguray06.blogspot.com<br />
  19. 19. 6b. What makes BELO the perfect choice for a new you?<br />http://annaguray06.blogspot.com<br />Belo Medical Group has proven to be top of mind when it comes to the specialized field of cosmetic surgery.<br />Belo Medical Group has established itself as an esteemed medical institution for the past 20 years.<br />They pioneered liposuction in the country.<br />They have a growing roster of celebrity talents.<br />
  20. 20. 7. Price<br />Get prices of your product <br />Creatively compare vs. competitors across different pack sizes and variants<br />Quantify the price difference in % terms vs. competitors<br />Conclude on what pricing strategy is being used<br />http://annaguray06.blogspot.com<br />
  21. 21. Prices<br />Cosmetic Surgery:<br />25,000-500,000 per session<br />Derma:<br />2,500 – 10,000 per session<br />http://annaguray06.blogspot.com<br />
  22. 22. BELO Price vs Competitors<br />Cosmetic Surgery:<br />25,000-500,000 per session<br />Calayan: 20,000 – 400,000<br />Marie France: 20,000 – 300,000<br />Cathy Valencia: 20, 000 – 250,000<br />http://annaguray06.blogspot.com<br />
  23. 23. BELO Price vs Competitors<br />Derma:<br />2,500 – 10,000 per session<br />Calayan: 1,500 – 10,000<br /> Marie France: 2,000 – 10,000<br /> Cathy Valencia: 1,500 – 10,000<br />http://annaguray06.blogspot.com<br />
  24. 24. BELO Price vs Competitors<br />Cosmetic Surgery:<br />25,000-500,000 per session<br />Calayan: 20,000 – 400,000<br />Marie France: 20,000 – 300,000<br />Cathy Valencia: 20, 000 – 250,000<br />http://annaguray06.blogspot.com<br />
  25. 25. 1<br />2<br />3<br />4<br />5<br />http://annaguray06.blogspot.com<br />8a. BELO uses Advertising, Public Relations, Events and Experiences, Interactive Marketing, and Word of Mouth<br />
  26. 26. 8a. BELO’s Seductive Billboards<br />http://annaguray06.blogspot.com<br />
  27. 27. BELO’s growing roster of celebrity endorsers<br />http://annaguray06.blogspot.com<br />
  28. 28. 8b. <br />http://annaguray06.blogspot.com<br />Wholesome billboards<br />A billboard with mostly all its celebrity endorsers<br />Endorsers’ Testimonials<br />
  29. 29. 8b. <br />http://annaguray06.blogspot.com<br />Uses international artist as endorser<br />Sharon as endorser<br />
  30. 30. 8b. <br />http://annaguray06.blogspot.com<br />Sell products online<br />Strong Similarity with Belo’s Advertising Strategy<br />
  31. 31. BELO Medical is visibly seen all over the metro, even in the US!<br />Makati<br />Alabang<br />Megamall<br />The Podium<br />Tomas Morato<br />Trinoma<br />Greenhills<br />Ayala Malls Cebu<br />California, USA<br />Payment Plans:<br />Cash/Check/Credit Card<br />Installment Plans (monthly and quarterly)<br />*Installment depends on the procedure to be done.<br />http://annaguray06.blogspot.com<br />
  32. 32. Competitors “Place”<br />Direct competitors have limited branches.<br />Affordable promos with strategic locations being set up for gyms – filling gaps.<br />http://annaguray06.blogspot.com<br />
  33. 33. BELO Medical Group dominates the niche market <br />Belo Medical Group main strategy is to dominate the niche market of 18-65 years old who wants to achieve that sexy body and flawless skin.<br />It benefits from the strong advertising and marketing strategies being used to market its products and services.<br />Has a world-class and advanced cosmetic surgery and dermatological services available inside and outside the country.<br />http://annaguray06.blogspot.com<br />
  34. 34. http://annaguray06.blogspot.com<br />SUMMARY<br />
  35. 35. Belo PTM are real and “wanna” be stars. <br />Who want to have the look of a star.<br />Can choose Calayan Surgicenter Inc., Marie France or Cathy Valencia Skincare.<br />Gap is all other clinics are more known to have affordable prices with comparable services. <br />Market size and niche are not determined.<br />http://annaguray06.blogspot.com<br />Steps 1 to 5“Doctor to the Stars”<br />
  36. 36. http://annaguray06.blogspot.com<br />Steps 6 to 10Stars pay for beauty<br />Belo Medical offers cosmetic surgery and dermatological services.<br />It is more expensive than Calayan Surgicenter, Cathy Valencia Skincare and Marie France.<br />Uses Print ads, billboards and celebrity endorsers.<br />Branches all over the metro and California USA.<br />Uses famous celebrity endorsers to attract the market.<br />

×