Belo 10 Step Marketing Plan

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Belo 10 Step Marketing Plan

  1. 1. 1<br />10 STEP Marketing Plan for BELO Medical Group<br />MeghaBehani<br />Anna Guray<br />Lee Sandel<br />Hazelle Velasco<br />June 2011<br />www.BeloMedicalGroupV54.blogspot.com<br />
  2. 2. Disclaimer<br />This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.<br />The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.<br />When appropriate, data are “masked” so as not to create unexpected conflicts.<br />The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.<br />
  3. 3. Steps 1 to 5Belo “ The doctor to the Stars”<br />Belo PTM are real and “wanna” be stars.<br />Who want to look like a star.<br />Can choose CalayanSurgicenter 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 share of 60%<br />
  4. 4. Steps 6 to 10Stars pay for beauty.<br />Belo Medical offers cosmetic surgery and dermatological services.<br />It is more expensive than CalayanSurgicenter, 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 />
  5. 5. 1. Belo Medical Group PTM arereal or “wanna” be Stars<br /><ul><li>Demographics: 24-65 years old, social class A and B, single and married
  6. 6. Lifestyle (People who are willing to enhance their beauty with a cost, who have jobs with aesthetic requirements or is in constant search for looking young and beautiful)
  7. 7. Behavior (After the procedure, clients feel good. It is done once a month or a one-time procedure for major changes)</li></li></ul><li>2. Stars have needs, wants and demand that are satisfied.<br />Stars need to belong, to be loved and appreciated, gain self confidence, and achieve Self-actualization.<br />Stars prefer Belo Medical Group because they have proven to be Top of Mind when it comes to trustworthiness and credibility, quality, value, understanding of customer needs, innovation and social responsibility. Also because Vicky Belo herself is the “Doctor to the Stars”<br />Physically conscious people demand the Star treatment, Glowing skin, curvaceous figure, appreciation, feel more sexually attracted<br />
  8. 8. 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 ones<br />I want to be appreciated<br />
  9. 9. 3a. Belo medical group has many underlying competitors<br /><ul><li>Direct: CalayanSergicentre Corp., Cathy Valencia Skin Clinic, Flawless, Dermclinic Beverly Hills 6750
  10. 10. Indirect: Dermatologist, skin care products, gym, health stores, health and beauty magazines, slimming pills, spa, and.
  11. 11. Variables: Age, Price, Services, Endorsers, Doctors, Technology, Facilities, Availability, Recovery Time, Company promise to a beautiful and new you.</li></li></ul><li>3b. Competitive positioning map: Price vs Personal care<br /> as of 2011<br />Marie<br /> France <br />Belo medical<br />group<br />Calayan<br />Zunic<br />
  12. 12. Belo Medical Group provide quality beauty and service.<br /> as of 2011<br />
  13. 13. 4. Belo Medical Positions itself in a niche market opportunity<br />Belo Medical offers similar products and services with its competitors<br /><ul><li>They first introduced us to the advanced world of cosmetic surgery.
  14. 14. They are visibly seen all over the metro and even in the US.
  15. 15. They have the most trusted celebrity endorsers.
  16. 16. They have better and strong marketing and advertising strategies.</li></ul>CalayanSurgicenter, 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 />
  17. 17. 4. Belo Group’s Taglines:<br /><ul><li>Only Belo touches my skin, who touches yours?
  18. 18. The Price you have to pay to be sexy? Not Much.
  19. 19. Discover BELO Beauty
  20. 20. Belofied Beauty</li></li></ul><li>5a. Incomplete competitor data<br />Beverly Hills Claim 15% - 20% of the market <br />http://www.gmanews.tv/story/213573/business/2nd-beverly-hills-6750-branch-to-open-in-qc-next-month<br />
  21. 21. 5b. Belo Medical Group’s Market Share<br /><ul><li>Sales from cosmetic surgery and dermatological services is P20 M
  22. 22. Market share of 60%
  23. 23. P20 x 0.6 = P 12 M</li></ul>Source: Belo helpdesk (844-2939)<br />
  24. 24. 5c. Consumer size of P113M<br />Cosmetic Surgery:3 out of 10 Filipinos undergo cosmetic surgery per day which costs around P100,000 per session.3 x 1 x P100,000 x 365 = P109,500,000<br />Derma:5 out of 10 Filipinos undergo derma procedures per day which costs around P2000 per session.5 x 1 x P2000 x 365 = P3,650,000<br />TOTAL: P109,500,000+P3,650,000 = P113,150,000<br />
  25. 25. 5. Cosmetic Surgery and Dermatological market is 12 million<br />Competitor data= no data<br />Company data = P12M<br />Customer Usage data = P113 Milllion<br />
  26. 26. 6a. Belo’s product of Beauty<br />
  27. 27. 6a. Belo’s product of Beauty<br />Under Non Surgical: Tenor, Multipolar Skin Tightening ,Thermage treatment, contouring treatment and surgical treatments<br />Products: Belo Prescriptives , Neo strata skin care, Infracyte transformation program, enormous lash, cosmelan, ObagiElastidermDecolletage , Obagi Nu- derm systems , Obagi<br />Services: Liposulpting, Cosmetic surgery procedures, Facials and Peels, Acne management and acne scars, skin pigmentation and melasma treatments, Botox and fillers, skin rejuvenation etc<br />
  28. 28. 6a. Belo vs. Calayan<br />
  29. 29. 6a. Belo vs. BH6750<br />
  30. 30. 6a. Belo vs. Forever Flawless<br />
  31. 31. 6a. Belo vs. Cathy Valencia<br />
  32. 32. 6a. Belo vs. Marie France<br />
  33. 33. 6b. The Belo promise of Perfection.<br />PERFECTION <br />The experts at the Belo Medical Group understand that perfect beauty varies of each individual.<br />Belo’s medical team strives to give their utmost care and the best medical treatments to achieve satisfaction for their patients. The benefits reaped are more than just skin-deep. <br />Helping a person regain or boost his/her confidence and self-esteem which result to more productivity because of renewed and uplifted self-image. <br />This remains to be the heart and mindset of Dr. Belo and has generated throughout Belo Medical Group’s entire operations. <br />PERSONAL Ideal beauty is the attractiveness best suited for an individual.<br />http://wiki.alumni.net/wiki/Asia/Philippines/Metro_Manila/Makati_City/Medical_Plaza_Makati/Belo_Medical_Group/<br />
  34. 34. Service Strategy for Belo Group<br />OBJECTIVES:<br /><ul><li>To create a system for Post-Treatment Sustainability
  35. 35. To incentivize the lifestyle change necessary to maintain the shape
  36. 36. To provide the avenues for Customer Delight
  37. 37. To encourage customers to continue patronage of Belo Group services</li></li></ul><li>Service Strategy<br />
  38. 38. Customer service strategy <br />Belo Group<br />SLIMMING <br />&<br />CONTOURING<br />Sustainability Program<br />Internal Marketing<br />External Marketing<br />Customers<br />Doctors <br />/ Staff<br />Interactive<br /> Marketing<br />
  39. 39. 7. Price<br />Cosmetic Surgery:25,000-500,000 per session<br />Derma:2,500 – 10,000 per session<br />
  40. 40. 7. Belo Price vs. Competitors<br />Cosmetic Surgery:25,000-500,000 per session<br />Calayan: 20,000 – 400,000Marie France: 20,000 – 300,000Cathy Valencia: 20, 000 – 250,000<br />
  41. 41. 7. Belo Price vs. Competitors<br />Derma:2,500 – 10,000 per session<br />Calayan: 1,500 – 10,000Marie France: 2,000 – 10,000Cathy Valencia: 1,500 – 10,000<br />
  42. 42. 8. Promotion<br />2<br />4<br />1<br />3<br />5<br />
  43. 43. 8a. Belo uses Billboard<br />
  44. 44. 8a. Belo uses Magazines<br />
  45. 45. 8a. Belo uses Events and Experiences <br />
  46. 46. 8a. Belo uses Word-of-mouth from celebrity clients. <br />
  47. 47. 8a. Belo uses Website<br />
  48. 48. 8a. Belo uses social networks<br />
  49. 49. 8a. Secrets of a successful marketing campaign in the beauty industry<br />"Events will get the attention of the public. But your events have to be in line with the product that you are launching, or with your target market," said Belo.<br />
  50. 50. 8a. Secrets of a successful marketing campaign in the beauty industry<br />Having endorsers can boost your sales, but having the right endorsers can make you the market leader. "We choose our endorsers well; someone who can communicate with our target market, someone who can send the message across," said Belo.<br />
  51. 51. 8a. Secrets of a successful marketing campaign in the beauty industry<br />As an adage goes, good or bad publicity is still publicity. "The good thing about controversies is that people talk about you, the brand or your product," Belo said. "And at the end of the day, people will remember your name but not the incident."<br />
  52. 52. 8a. Secrets of a successful marketing campaign in the beauty industry<br />Catchy Tagline<br />"It is an effective way of sending your message across or grabbing the attention to your ad with only a handful of words," the doctor added. "Taglines must always be short and catchy."<br />
  53. 53. 8a. Secrets of a successful marketing campaign in the beauty industry<br />PR Support<br />"Ads can only stir interest for your brand or product but you need to have press releases to support it," Belo said. "If the ads have short and catchy taglines, the press release will step in to explain further about the product or procedure. The ads will create the question, the press release will provide the answers."<br />
  54. 54. 8a. Secrets of a successful marketing campaign in the beauty industry<br />http://www.entrepreneur.com.ph/growyourbusiness/article/5-secrets-of-a-successful-marketing-campaign-in-the-beauty-industry<br />
  55. 55. 8a. Belo Promotions<br />
  56. 56. 8a. Belo Promotions<br />
  57. 57. 8a. Belo Promotions<br />
  58. 58. 8a. Belo Summer fun and the Early Birds<br />
  59. 59. 8a. Belo Limited offers<br />
  60. 60. 8b. Calayan Promotions<br />
  61. 61. 8b. Flawless Promotions<br />
  62. 62. 8b. BH 6750 Promotions<br />
  63. 63. 8b. Dermclinic Promo<br />
  64. 64. 8b. CV Promotions<br />
  65. 65. 9. Place- GreenbeltThe Residences at Greenbelt, San Lorenzo Tower, Esperanza St., Greenbelt Complex, Makati City<br />
  66. 66. 9. Place- Tomas Morato305 Tomas Morato Ave., cor. Scout Madriñan St., South Triangle, Quezon City<br />
  67. 67. 9. Place- AlabangWestgate Center, FilinvestAlabang<br />
  68. 68. 9. Place- Greenhills51 Connecticut St., Northeast Greenhills, San Juan City<br />
  69. 69. 9. Place- Medical PlazaSuite 901 Medical Plaza Makati, Amorsolo cor. Dela Rosa Sts., Legaspi Village, Makati City<br />
  70. 70. 9. Place- PodiumLower Ground Level, The Podium, ADB Ave., OrtigasCenter, Mandaluyong City<br />
  71. 71. 9. Place- TrinomaLevel 3 TriNoma, North Ave., Quezon City<br />
  72. 72. 9. Place- CebuLevel 1 The Terraces, Ayala Center Cebu, Cebu City<br />
  73. 73. 9. Place- USA<br />Soon to open:<br />A: 1160 N. Central Avenue, Suite 201, Glendale, CA 91202<br />
  74. 74. 10. Belo Medical Group dominates the niche market <br />We all know that when talking about enhancing physical appearance, the first thing that comes to mind is Belo. <br />Belo Medical Group main strategy is to dominate the niche market of 24-65 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.Has a world-class and advanced cosmetic surgery and dermatological services available inside and outside the country.<br />Despite the scandal that the company faced years ago, it even became an opportunity for the company to be recognized. <br />
  75. 75. SUMMARY<br />
  76. 76. Steps 1 to 5Belo “ The doctor to the Stars”<br />Belo PTM are real and “wanna” be stars.<br />Who want to look like a star.<br />Can choose CalayanSurgicenter 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 share of 60%<br />
  77. 77. Steps 6 to 10Stars pay for beauty.<br />Belo Medical offers cosmetic surgery and dermatological services.<br />It is more expensive than CalayanSurgicenter, 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 />
  78. 78. 67<br />10 STEP Marketing Plan for BELO Medical Group<br />MeghaBehani<br />Anna Guray<br />Lee Sandel<br />Hazelle Velasco<br />June 2011<br />www.BeloMedicalGroupV54.blogspot.com<br />

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