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Marketing plan

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Marketing plan Presentation Transcript

  • 1. 10 Step Marketing Plan for Compeds (TMC community pediatrics) Carla A. Azucena Ateneo School of Medicine and Public Health
  • 2. 5 steps for Part 1 (PTM and Positioning)
    • Compeds’ PTM are parents of pediatric patients
    • Who want to feel secure, health-wise and financially
    • Can choose to go to barangay health centers
    • Gap is all other places offering pediatric patient care
    • The pediatric population in the Philippines comprises 45% of 99 M.
  • 3. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Pediatric clinic which offers basic OPD services
    • Services are free of charge
    • Uses word of mouth and proximity
    • Pinagbuhatan, Pasig City
    • Extends to the patient’s home environment (i.e. home visits)
  • 4. Positioning to the Primary Target Marget
    • Part 1: Steps 1 to 5
  • 5. 1. My primary target market (PTM) is…
    • Demographics (parents of pediatric patients, 30-40s M/F, social class DEF)
    • Lifestyle (working with minimum salary, has many children (>3), concerned with their children’s health, encounters pediatric-specific illnesses >3x/year)
    • Behavior (well-baby check up every month, OPD consult when ill but with good follow-up)
  • 6. 2. My PTM’s NWE
    • Needs from Maslow’s hierarchy
    • Wants determine choice
    • Expectations from the product
  • 7. 2. My PTM’s NWE Self actualization and security is achieved With the health of my family Financial safety through prevention of illness
  • 8. 2. My PTM’s NWE
    • Parents need
    • To assure the safety of their children, keep them healthy, to have someone to take care of them when they get older, self actualization
    • Parents choose to bring their children at the community clinic and not in other health care centers because of …
    • Convenience, absence of service fees, good services offered, brand; CLERKS from ATENEO
  • 9. 2. My PTM’s NWE
    • Parents expect this when they go to Compeds
    • Healthier children, assurance regarding health concerns, more confidence in their children’s health especially during epidemic seasons, financial security
  • 10. 3. Direct and indirect products that address my PTM’s NWE
    • List of competitors products/brands
    • Determine the variables that affect choice of product, brand
  • 11. 3a. Compeds has a number of competitors
    • Direct: Barangay health centers, Charity clinics, Tertiary hospitals (PCGH)
    • Indirect: Albularyo, hilot, neighbor/relative’s advise
    • Variables: priorities, convenience, “suki” system, availability, satisfaction with services
  • 12. 3b. Competitive Position Map
    • Determine the 2 most critical variables
    • Make a position map plotting the different competitiors
  • 13. 3b. Competitive Position Map
    • 1. Price vs. # of services offered
  • 14. 4. Identify the gap between customers and competition
    • Where is the market opportunity?
    • What NWEs are not being addressed?
    • What can be the unique selling proposition for the new product (totally new or repositioned.)
  • 15. 4. Compeds positions strongly in a niche market opportunity
    • It is the only pediatric clinic
    • That provides OPD services and consult for pedia patients
    • That offers home follow-up
    • Family medicine counselling
    • That is part of and as dynamic as the community
  • 16. 5. Estimate the market size using competitor data
    • The pediatric population in the Philippines comprises 45% of 99 M.
  • 17. 6. Product Description
    • Compeds clinic is open at 9-12 am and serves as an outpatient department for pediatric patients.
    • It has projects such as medical and dental assessment and control of communicable diseases
  • 18. 7. Price– services are free
    • The pediatric clinic only asks for donations from patients, rather than fees
  • 19. 8. Promo
    • Promotion of the clinic will be done primarily by word of mouth and personal selling
    • Other means will be through:
    • Advertising (posters, flyers) services and capable doctors
    • Direct marketing through home visits
  • 20. 5 Steps Part 1 (PTM and Positioning)
    • 1. Compeds PTM are the parents of pediatric patients in Pinagbuhatan village
  • 21. 8b. Competitor Promo
    • Competitors often employ word of mouth and per relative/neighbors’ advise
    • Regular home visits for follow-ups and family medicine counseling makes the clinic known in the community. Visual aids also allows it to be remembered.
  • 22. 9. Place
    • Where is the product available?
      • Only in Pinagbuhatan Village, Pasig city
      • Residents of the neighboring villages may also avail of the pediatric services
  • 23. 10. What is the generic winning strategy?
    • Compeds’ main strategy is to dominate the niche market of parents, 30-40 years old with pediatric children
    • Providing services to the residents of Pinagbuhatan village and residents of neighboring villages
  • 24. SUMMARY
  • 25. 5 steps for Part 1 (PTM and Positioning)
    • Compeds’ PTM are parents of pediatric patients
    • Who want to feel secure, health-wise and financially
    • Can choose to go to barangay health centers
    • Gap is all other places offering pediatric patient care
    • The pediatric population in the Philippines comprises 45% of 99 M.
  • 26. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Pediatric clinic which offers basic OPD services
    • Services are free of charge
    • Uses word of mouth and proximity
    • Pinagbuhatan, Pasig City
    • Extends to the patient’s home environment (i.e. home visits)
  • 27. 5 steps for Part 1 (PTM and Positioning)
    • Compeds’ PTM are parents of pediatric patients
    • Who want to feel secure, health-wise and financially
    • Can choose to go to barangay health centers
    • Gap is all other places offering pediatric patient care
    • The pediatric population in the Philippines comprises 45% of 99 M.