Dalman*Dy*Doromal*Mejia*Ong Marketing Management January 8, 2011 10 Step Marketing Plan  Orthopaedie Frey Far East , Incor...
Disclaimer <ul><li>All information from this presentation is solely for classroom exercise. </li></ul><ul><li>The author h...
What is an ARCH SUPPORT? <ul><li>Orthotic appliance placed inside shoes </li></ul><ul><li>Provides underside support for f...
Why the need for ORTHOTICS? <ul><li>Accurately and precisely position the foot throughout the gait cycle </li></ul><ul><li...
Who uses arch supports?
Part I: PTM and Positioning <ul><li>Main target: Athletes </li></ul><ul><li>Who want  safety  and  comfort </li></ul><ul><...
Part II: Marketing Mix  <ul><li>Product: Orthopedic Frey Arch Supports </li></ul><ul><li>Price: Php 3,000 - 5000 per pair ...
PART 1:  PTM AND POSITIONING
PRIMARY TARGET MARKET <ul><li>Step #1 </li></ul>
Frey Primary Target Market <ul><li>Professional athletes of national teams </li></ul><ul><li>Daily training and competitiv...
NEEDS, WANTS AND DEMANDS OF THE PRIMARY TARGET MARKET <ul><li>Step #2 </li></ul>
Self- actualization  needs Esteem needs Social needs Safety needs Physiological needs Fig. 1: Maslow’s Hierarchy of Needs ...
COMPETITION AND COMPETITIVE POSITION MAP <ul><li>Step #3 </li></ul>
Competitors <ul><li>Direct Competitors:  LP Support Insoles </li></ul><ul><li>Indirect Competitors:  Rubber Shoes (e.g. As...
Battle in the Shoe <ul><li>Arch Support </li></ul><ul><li>Insoles </li></ul><ul><li>Comfort for the feet </li></ul><ul><li...
Differentiation: Customizable and Price PRICE/CUSTOMIZABLE CUSTOMIZABLE NON- CUSTOMIZABLE LOW PRICE HIGH PRICE
THE GAP, THE OPPORTUNITY AND THE POSITIONING <ul><li>Step #4 </li></ul>
Filling the Gap <ul><li>Customizable to any foot type </li></ul><ul><li>Internal contacts with sports teams (e.g. professi...
Taking a Stand: Differentiation <ul><li>Orthopedic Frey  customizes arch supports  to the customer’s  foot type and size  ...
Step #5: Orthotics Playing Field <ul><li>$200M industry in the Asia-Pacific (2008) </li></ul><ul><li>Claimed market share:...
PART 2:  MARKETING MIX
Step #6: Major Brands Orthopedic Frey Branded shoes Dr. Scholl
<ul><li>Orthopedic Frey Arch Supports  are  customized to specific foot type and size of the user </li></ul><ul><li>Curren...
<ul><li>Technicians of these products are  trained in orthotics and prosthetics. </li></ul><ul><li>All products are  hand-...
Step #6: Ordering the Product MAKE AN APPOINTMENT TECHNICIAN WILL ASSESS OR CAST FOOT IF NEEDED FABRICATE ARCH SUPPORT CUS...
Step #7: Promotional Ideas Educational flyer
Step #7: Promoting the Product <ul><li>Personal communication with doctors, coaches of professional and varsity teams </li...
<ul><li>Awareness campaign on the need for customized arch support to better cure and prevent sports related injuries </li...
<ul><li>Sponsor medical conventions, continuing medical education, forums, round table discussions, and company events </l...
Step #8: Pricing the Product <ul><li>P3,000 – 4,500 per pair of customized arch support </li></ul><ul><li>Additional cost ...
Step #9: Where to Find the Product <ul><li>Product available in main offices  (Pasig and Cebu) </li></ul><ul><li>Product i...
THE WINNING MARKETING FORM <ul><li>Step #10 </li></ul>
Step #10: Winning Strategy <ul><li>Orthopedic Frey’s main strategy for its arch support would be  differentiation , becaus...
SUMMARY
Summary: Marketing Strategy <ul><li>Target Market Segments:  niche market  for athletes (e.g. Professional and varsity tea...
Dalman*Dy*Doromal*Mejia*Ong Marketing Management January 8, 2011 10 Step Marketing Plan  Orthopaedie Frey Far East , Incor...
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Frey 10 step group marketing plan

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  • LP = Php250-500 Asics maximum support – control degree of pronation Frey = P3000-4500 Rubber Shoes = P2500-5000
  • What is the gap, the opportunity and how will you position (based on the gap in the competitive positioning map)?
  • How is the product promoted (Integrated marketing communications: Mass Communication- Sales Promotions, Advertising, Public Relations, Events and Experiences; Personal Communication- Direct Marketing, Interactive Marketing, Personal Selling and Word of Mouth)
  • How is the product priced vs. competition. If the product has several variants and sizes, how is it generally priced (premium, parity or discount)
  • Where is the product distributed? How does it reach the customers?
  • What is the generic winning strategy- Low Cost Producer? Supply &amp; Distribution Leverage, Differentiation, Niche?
  • Frey 10 step group marketing plan

    1. 1. Dalman*Dy*Doromal*Mejia*Ong Marketing Management January 8, 2011 10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated Arch Supports
    2. 2. Disclaimer <ul><li>All information from this presentation is solely for classroom exercise. </li></ul><ul><li>The author has no professional connection with Orthopedic Frey </li></ul><ul><li>Data gathered and those projected may be fictional </li></ul>
    3. 3. What is an ARCH SUPPORT? <ul><li>Orthotic appliance placed inside shoes </li></ul><ul><li>Provides underside support for feet </li></ul><ul><li>Shaped to fit the arch of the foot </li></ul>
    4. 4. Why the need for ORTHOTICS? <ul><li>Accurately and precisely position the foot throughout the gait cycle </li></ul><ul><li>Prescription fitted </li></ul><ul><li>Symptom alleviation </li></ul><ul><li>Proper gait alignment </li></ul>
    5. 5. Who uses arch supports?
    6. 6. Part I: PTM and Positioning <ul><li>Main target: Athletes </li></ul><ul><li>Who want safety and comfort </li></ul><ul><li>Can choose from other retail manu factured products (i.e. Dr. Scholl, Nike shoes) </li></ul><ul><li>Other brands focus on mass produ ction and providing comfort only </li></ul><ul><li>The market size is approximately Php40M </li></ul><ul><ul><li>- Orthopedic Frey covering approximately Php 4 00,0 00 </li></ul></ul>
    7. 7. Part II: Marketing Mix <ul><li>Product: Orthopedic Frey Arch Supports </li></ul><ul><li>Price: Php 3,000 - 5000 per pair </li></ul><ul><li>Promotion: educational flyers, events, and company website </li></ul><ul><li>Place: Accessible office locations </li></ul><ul><li>Uses differentiation technique to step up above its competitors </li></ul>
    8. 8. PART 1: PTM AND POSITIONING
    9. 9. PRIMARY TARGET MARKET <ul><li>Step #1 </li></ul>
    10. 10. Frey Primary Target Market <ul><li>Professional athletes of national teams </li></ul><ul><li>Daily training and competitive sports </li></ul><ul><li>Requires comfort during and after activities </li></ul><ul><li>Prevent injury </li></ul>
    11. 11. NEEDS, WANTS AND DEMANDS OF THE PRIMARY TARGET MARKET <ul><li>Step #2 </li></ul>
    12. 12. Self- actualization needs Esteem needs Social needs Safety needs Physiological needs Fig. 1: Maslow’s Hierarchy of Needs I don’t want to be hurt People will look up to me when I perform well I am complete when I reach my full potential with my game The Athlete’s Mind’s Eye
    13. 13. COMPETITION AND COMPETITIVE POSITION MAP <ul><li>Step #3 </li></ul>
    14. 14. Competitors <ul><li>Direct Competitors: LP Support Insoles </li></ul><ul><li>Indirect Competitors: Rubber Shoes (e.g. Asics, New Balance), Comfort footwear (e.g. Crocs) </li></ul><ul><li>Variables: Price, Quality, Customization </li></ul>
    15. 15. Battle in the Shoe <ul><li>Arch Support </li></ul><ul><li>Insoles </li></ul><ul><li>Comfort for the feet </li></ul><ul><li>Functional support </li></ul><ul><li>Custom-made and generic fit </li></ul><ul><li>For additional padding </li></ul><ul><li>Shock absorption </li></ul><ul><li>“ One size fits all” </li></ul>
    16. 16. Differentiation: Customizable and Price PRICE/CUSTOMIZABLE CUSTOMIZABLE NON- CUSTOMIZABLE LOW PRICE HIGH PRICE
    17. 17. THE GAP, THE OPPORTUNITY AND THE POSITIONING <ul><li>Step #4 </li></ul>
    18. 18. Filling the Gap <ul><li>Customizable to any foot type </li></ul><ul><li>Internal contacts with sports teams (e.g. professionals, varsity teams, etc.) </li></ul><ul><li>Technical know-how to educate on the necessity of arch supports </li></ul><ul><li>Good quality materials </li></ul><ul><li>Available repair </li></ul>
    19. 19. Taking a Stand: Differentiation <ul><li>Orthopedic Frey customizes arch supports to the customer’s foot type and size that promotes their safety during their activities (i.e. walking, running, basketball) </li></ul><ul><li>Others focus only on patient’s comfort </li></ul><ul><li>but may not ensure the </li></ul><ul><li>aspects of safety – </li></ul><ul><li>specific for athletes. </li></ul>
    20. 20. Step #5: Orthotics Playing Field <ul><li>$200M industry in the Asia-Pacific (2008) </li></ul><ul><li>Claimed market share: 1% of all possible customers </li></ul><ul><li>Monthly sales: Php 400,000 (60% of sales) </li></ul><ul><li>Approximated local market size </li></ul><ul><li>is 400,000/0.01 = Php 40 million </li></ul>
    21. 21. PART 2: MARKETING MIX
    22. 22. Step #6: Major Brands Orthopedic Frey Branded shoes Dr. Scholl
    23. 23. <ul><li>Orthopedic Frey Arch Supports are customized to specific foot type and size of the user </li></ul><ul><li>Current Uses: for injury prevention and improvement of existing problems (e.g. Plantar fasciitis, Achilles tendinitis) </li></ul>Step #6: The Product
    24. 24. <ul><li>Technicians of these products are trained in orthotics and prosthetics. </li></ul><ul><li>All products are hand-crafted using imported materials. </li></ul><ul><li>Made with quality, safe and durable materials . </li></ul>Step #6: The Product
    25. 25. Step #6: Ordering the Product MAKE AN APPOINTMENT TECHNICIAN WILL ASSESS OR CAST FOOT IF NEEDED FABRICATE ARCH SUPPORT CUSTOMER PICK- UP
    26. 26. Step #7: Promotional Ideas Educational flyer
    27. 27. Step #7: Promoting the Product <ul><li>Personal communication with doctors, coaches of professional and varsity teams </li></ul><ul><li>Word of mouth among existing clients </li></ul><ul><li>Public relations efforts via events (e.g. marathons, triathlons, tournaments, etc.) </li></ul>
    28. 28. <ul><li>Awareness campaign on the need for customized arch support to better cure and prevent sports related injuries </li></ul><ul><li>Use of billboards, health magazines, sports magazine print advertisements, flyers, and newspapers </li></ul>Step #7: Other Promotional Ideas
    29. 29. <ul><li>Sponsor medical conventions, continuing medical education, forums, round table discussions, and company events </li></ul><ul><li>Send medical representatives to introduce and explain the benefits of the product </li></ul><ul><li>Target podiatrists, orthopedic surgeons and rehabilitation medicine specialists </li></ul>Step #7: Other Promotional Ideas
    30. 30. Step #8: Pricing the Product <ul><li>P3,000 – 4,500 per pair of customized arch support </li></ul><ul><li>Additional cost – ergonomic footwear (e.g. rubber shoes cost around P2500 to P5000 per pair) </li></ul><ul><li>Insoles are cheaper (P250-500 per pair) and more readily available (e.g. Malls) </li></ul>
    31. 31. Step #9: Where to Find the Product <ul><li>Product available in main offices (Pasig and Cebu) </li></ul><ul><li>Product is picked up in the main office </li></ul><ul><li>Requires at least 2 visits: measuring and fitting </li></ul><ul><li>Cash, credit and bank deposit transactions </li></ul>
    32. 32. THE WINNING MARKETING FORM <ul><li>Step #10 </li></ul>
    33. 33. Step #10: Winning Strategy <ul><li>Orthopedic Frey’s main strategy for its arch support would be differentiation , because of its customized comfort aspect </li></ul><ul><li>It can target the niche market of athletes for their safety in their sports </li></ul><ul><li>It has an excellent product with user satisfaction guarantee </li></ul>
    34. 34. SUMMARY
    35. 35. Summary: Marketing Strategy <ul><li>Target Market Segments: niche market for athletes (e.g. Professional and varsity teams) </li></ul><ul><li>Retain customization specialization </li></ul><ul><li>The market size is approximately Php 40 million with Orthopedic Frey covering approximately Php 400,000 </li></ul><ul><li>Proposition / Key Element – Market research to explore other differentiation strategies </li></ul>
    36. 36. Dalman*Dy*Doromal*Mejia*Ong Marketing Management January 8, 2011 10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated Arch Supports

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