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Mejia 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)?
  • Orthotics = $200M industry Aging populace – osteoarthritis, obesity, more time, free industry (to just do it)
  • 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 & Distribution Leverage, Differentiation, Niche?


  • 1. Maria Margarita A. Mejia Marketing Management November 30, 2010 10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated Arch Supports
  • 2. What is an ARCH SUPPORT?
    • Orthotic appliance placed inside shoes
    • Provides underside support for feet
    • Shaped to fit the arch of the foot
  • 3. Functional Orthotics
    • Purpose: accurately and precisely position the foot throughout the gait cycle  proper function
    • Prescription fitted
    • Very effective in alleviating symptoms and establishing proper alignment
  • 4. Primary Target Market
    • Step #1
  • 5. Who need arch support?
    • Overuse of the feet (recreational and daily activities)
    • People suffering from the following conditions:
      • Achilles tendonitis / Achilles overuse syndrome
        • 30- to 44-year-old recreational athletes
        • 72-89% of injuries occur during athletic ventures
      • Bunions – relieving pressure on the bunion
      • Flat feet or high arches
      • Metatarsalgia – with sports involving high-impact movements (e.g. Jumping and running)
      • Plantar fasciitis – caused by over-pronation due to a flat arch
  • 6. Who use arch supports?
    • Athletes
      • Basketball
      • Running
      • Football / Soccer
    • Adults with active lifestyle
      • Weekend warriors / amateur athletes
      • Working women (use of heels)
  • 7. Needs, Wants and Demands of the Primary Target Market
    • Step #2
  • 8. The “Just Do It!” Culture
    • Professional sports
    • Sports Fads
      • Badminton
      • Running
      • Triathlon
    • Working women
    • Fashion
  • 9. Competition and Competitive Position Map
    • Step #3
  • 10. Competitors
    • Direct Competitors: LP Support Insoles
    • Indirect Competitors: Rubber Shoes (e.g. Asics, New Balance)
    • Variables: Price, Quality, Customization
  • 11. Battle in the Shoe
    • Arch Support
    • Insoles
    • Comfort for the feet
    • Functional support
    • Custom-made and generic fit
    • For additional padding
    • Shock absorption
    • “ One size fits all”
  • 12. Direct Competitor Map Customization Price Orthopaedie Frey Arch Support LP Support Insoles
  • 13. Direct Competitor Map Quality Price Orthopaedie Frey Arch Support LP Support Insoles
  • 14. Indirect Competitor Map Customization Price Orthopaedie Frey Arch Support Rubber Shoes (e.g. Asics)
  • 15. The Gap, the Opportunity and the Positioning
    • Step #4
  • 16. Filling the Gap
    • Middle priced, customized arch support
    • Targeting the professional and amateur athletes
    • Exploring other applications of arch support – fashion and women market for everyday use
  • 17. What is the size of the market from the 3 C perspectives (customer, company and competition)?
    • Step #5
  • 18. The Orthotics Playing Field
    • $200M industry in the Asia-Pacific (2008)
    • Growing demand for these products due to the following factors:
      • Aging populace – osteoarthritis
      • Obesity
      • Hobbyist / recreational sports market (just do it)
    • Orthopaedie Frey grosses P400,000 per month on arch support alone
    • Potential growth for the company in the arch support and orthotics industry given that these devices are not doctor prescription driven
  • 19. Step #6 – The Product
    • Customized arch supports
    • Current Uses: for injury prevention and improvement of existing problems (e.g. Plantar fasciitis, Achilles tendinitis)
    • Made with quality, safe and durable materials
  • 20. Step #7 – Promoting the Product
    • Personal communication with doctors, basketball teams and other sports professionals
    • Word of mouth among existing clients
    • Occasional public relations via events (e.g. Marathons)
  • 21. Step #8 – Pricing the Product
    • P3,000 – 4,500 per pair of customized arch support
    • Additional cost – ergonomic footwear (e.g. rubber shoes cost around P2500 to P5000 per pair)
    • Insoles are cheaper (P250-500 per pair)
  • 22. Step #9 – Where to Find the Product
    • Product available in main offices (Pasig and Cebu)
    • Product is picked up in the main office
    • Possible tie-ups with sports and shoe shops for distribution
  • 23. The Winning Marketing Form
    • Step #10
  • 24. Summary: Marketing Strategy
    • Target Market Segments:
      • Current niche market : Professional athletes
      • Potential markets for differentiation:
        • Amateur athletes / weekend warriors
        • Podiatric patients (e.g. women)
    • Retain customization specialization
    • Tie-ups with other complementary institutions (e.g. sports and shoe shops)
    • Proposition / Key Element – Market research to explore other differentiation strategies
  • 25. Maria Margarita A. Mejia Marketing Management November 30, 2010 10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated Arch Supports