Christina C. Cabrera<br />January 2011<br />10 Step Marketing Plan forBody Lite of the Belo Medical Group<br />ASM+PH<br />
5 Steps for Part 1PTM and Positioning<br />PTM are “women who are winners”<br />Who would like to be adored by their partn...
5 steps for part 2(Marketing mix and strategy)<br />Product: Bodylite by the Belo Medical Group<br />Price: High-end of th...
Positioning to the PTM<br />
PTM: “women who are winners”<br />Demographics: 25 – 50, Females, AB social class, currently or previously in a relationsh...
PTM’s NWE<br />I want recognition, and<br /> sense of achievement<br />I want  love and <br />belongingness<br />
PTM’s NWE<br />They need to feel that they are loved (love and belongingness) and they need to feel recognized<br />They c...
3a. Competitors<br />Direct: CalayanSurgicenter, Marie France, TMC Wellness Center<br />Indirect: Gyms, Diet<br />Variable...
Position map (price vs. age)Belo Medical Group’s Body Lite is big on the 25 – 49 yrs, high priced sercvice<br />Belo<br />...
Step 4- What is the gap, the opportunity and how will you position your product<br />The marketing opportunity lies in the...
Step 5:  the 3 C perspectives <br />Customer<br />No statistics discussed in poster<br />Company<br />Belo Medical Group h...
Step 6- Product vs. competitors<br />
Product Description<br />Body Lite (by The Belo Medical Group)<br />It will make you beautiful, like Jinkee.<br />
Price<br />No price indicated<br />High-end price, suggested by choice of model and placing of ad (expensive Makati area)<...
Promo<br />Get the most current personalities to model<br />Know what is “in” for the AB market<br />Place ads where peopl...
Competitor promo<br />Ads located in the same area<br />Guadalupe, Makati<br />Models are celebrities too but not as “in” ...
Location<br />Location of the ad: Makati<br />Location of Belo Medical Clinics not indicated but a telephone number is pla...
Belo uses a Niche strategy to win<br />focuses effort and resources on a narrow, defined segment of a market<br />AB marke...
Summary<br />
5 Steps for Part 1PTM and Positioning<br />PTM are “women who are winners”<br />Who would like to be adored by their partn...
5 steps for part 2(Marketing mix and strategy)<br />Product: Bodylite by the Belo Medical Group<br />Price: High-end of th...
Christina C. Cabrera<br />January 2011<br />10 Step Marketing Plan forBody Lite of the Belo Medical Group<br />ASM+PH<br />
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Transcript of "Cabrera, christina 10 step marketing plan (ad)"

  1. 1. Christina C. Cabrera<br />January 2011<br />10 Step Marketing Plan forBody Lite of the Belo Medical Group<br />ASM+PH<br />
  2. 2.
  3. 3. 5 Steps for Part 1PTM and Positioning<br />PTM are “women who are winners”<br />Who would like to be adored by their partners and the general public<br />They can choose to go to CalayanSurgicenter, Marie France, Hospital based wellness centers, or even go to the gym.<br />Gap lies in the fact that most brands do not associate themselves with what id CURRENT.<br />Market size is big and Belo’s<br />
  4. 4. 5 steps for part 2(Marketing mix and strategy)<br />Product: Bodylite by the Belo Medical Group<br />Price: High-end of the price spectrum <br />Promo: Uses billboards, print ad, and TV<br />Place: Services available in all Belo Clinics<br />Generic winning strategy of mix: Uses niche approach to win<br />
  5. 5. Positioning to the PTM<br />
  6. 6. PTM: “women who are winners”<br />Demographics: 25 – 50, Females, AB social class, currently or previously in a relationship<br />They can be working or just a stay at home partner, but they value people’s opinion of them<br />Behavior: they spend a lot and invest in themselves<br />
  7. 7. PTM’s NWE<br />I want recognition, and<br /> sense of achievement<br />I want love and <br />belongingness<br />
  8. 8. PTM’s NWE<br />They need to feel that they are loved (love and belongingness) and they need to feel recognized<br />They choose Belo Medical Group because of the brand, expertise<br />They expect good outcome that will eventually help them in getting their needs, despite high cost<br />
  9. 9. 3a. Competitors<br />Direct: CalayanSurgicenter, Marie France, TMC Wellness Center<br />Indirect: Gyms, Diet<br />Variables: Price, Facilies, Sevices, Affiliated doctors<br />
  10. 10. Position map (price vs. age)Belo Medical Group’s Body Lite is big on the 25 – 49 yrs, high priced sercvice<br />Belo<br />Calayan<br />Calayan<br />Calayan<br />Belo<br />Belo<br />TMC wellness<br />Gym<br />Gym<br />Gym<br />
  11. 11. Step 4- What is the gap, the opportunity and how will you position your product<br />The marketing opportunity lies in the need for a a surgica/aesthetic that offers not only offer quality services but it also gives people a sense of recognition<br />There is need to be recognized; associated with the best—and eventually be the best, be the winner<br />Others focus on basic services and does not offer the chic recognition<br />
  12. 12. Step 5: the 3 C perspectives <br />Customer<br />No statistics discussed in poster<br />Company<br />Belo Medical Group has several branches, but only the telephone number was shown in the ad<br />Competition<br />Based on ad placing, main competition are: Calayan and Marie France<br />
  13. 13. Step 6- Product vs. competitors<br />
  14. 14. Product Description<br />Body Lite (by The Belo Medical Group)<br />It will make you beautiful, like Jinkee.<br />
  15. 15. Price<br />No price indicated<br />High-end price, suggested by choice of model and placing of ad (expensive Makati area)<br />
  16. 16. Promo<br />Get the most current personalities to model<br />Know what is “in” for the AB market<br />Place ads where people with money can see it<br />Rockwell area<br />
  17. 17. Competitor promo<br />Ads located in the same area<br />Guadalupe, Makati<br />Models are celebrities too but not as “in” as the Belo Models<br />
  18. 18. Location<br />Location of the ad: Makati<br />Location of Belo Medical Clinics not indicated but a telephone number is placed. This is more practical since it is hard to read small texts in billboard ads<br />Clinics are placed in key cities, not indicated in billboard<br />
  19. 19. Belo uses a Niche strategy to win<br />focuses effort and resources on a narrow, defined segment of a market<br />AB market in key cities <br />Competitive advantage is generated specifically for the niche<br />
  20. 20. Summary<br />
  21. 21. 5 Steps for Part 1PTM and Positioning<br />PTM are “women who are winners”<br />Who would like to be adored by their partners and the general public<br />They can choose to go to CalayanSurgicenter, Marie France, Hospital based wellness centers, or even go to the gym.<br />Gap lies in the fact that most brands do not associate themselves with what id CURRENT.<br />Market size is big and Belo’s<br />
  22. 22. 5 steps for part 2(Marketing mix and strategy)<br />Product: Bodylite by the Belo Medical Group<br />Price: High-end of the price spectrum <br />Promo: Uses billboards, print ad, and TV<br />Place: Services available in all Belo Clinics<br />Generic winning strategy of mix: Uses niche approach to win<br />
  23. 23. Christina C. Cabrera<br />January 2011<br />10 Step Marketing Plan forBody Lite of the Belo Medical Group<br />ASM+PH<br />

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