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V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
V49 10stepmarketingplan erwin isla_062410
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V49 10stepmarketingplan erwin isla_062410

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  • 1. 10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010
  • 2. 5 Steps for Part 1 (PTM and positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need (NWE) </li></ul><ul><li>What are their choices (competitors) </li></ul><ul><li>Where is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs) </li></ul>
  • 3. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Middle and old aged men and women </li></ul><ul><li>Who have mid-face aesthetic needs, such as botox, blepharoplasty, minimal invasive aesthetic procedure, etc. </li></ul><ul><li>Can choose non-invasive cosmeceuticals like anti-ageing eye creams, whitening creams, etc. </li></ul><ul><li>Gap is non-invasive cosmeceuticals promise the same results as surgery/ minimally invasive procedures </li></ul><ul><li>The market size is still undefined given that the practice of aesthetic eyeplastic is still considered in its pioneer stage in the Philippines </li></ul>
  • 4. 5 Steps for Part 2 (Marketing Mix &amp; Strategy) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>
  • 5. 5 Steps for Part 2 (Marketing Mix &amp; Strategy) <ul><li>Non-invasive and Minimally invasive aesthetic procedures </li></ul><ul><li>Price is relative </li></ul><ul><li>Uses special packages with discounts, free consultations and follow-ups </li></ul><ul><li>Is available in 3 accessible hospital or center </li></ul><ul><li>Uses differentiation approach to win </li></ul>
  • 6. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 7. 1.Minimal invasive surgery’s primary target market (PTM) are middle to old aged men and women who have mid-face aesthetic needs <ul><li>Demographics (24 to 60 years old, M/F, social class AB, single/ married) </li></ul><ul><li>Lifestyle (just starting work, appeal towards the opposite sex, uplift self-esteem at workplace, feel good for oneself) </li></ul><ul><li>Behavior (once every 5 - 10 years for surgical procedures, every 6 months for botox and fillers) </li></ul>
  • 8. I want to be noticed and appreciated I am complete when I’m confident and I feel good about myself I feel confident and important when people notice me
  • 9. 2. My PTM’s NWE <ul><li>Middle and old-aged men and women (which encompass both working men and women and those near-retirement need) </li></ul><ul><li>To belong (social), Self-Esteem, Self actualization </li></ul><ul><li>Middle and old-aged men and women choose minimal invasive procedures over non-invasive cosmeceuticals because of …. </li></ul><ul><li>Immediate and long-term effect, price, success and credibility based on former patients’ testimonials </li></ul><ul><li>Middle and old-aged men and women expect this when they undergo minimal invasive procedures </li></ul><ul><li>Affirmation and attention from peers, more confidence in the work place/ increased self-esteem , Feel more sexually attractive </li></ul>
  • 10. 3a. Minimal invasive surgery has many formidable competitors <ul><li>Direct: Non-invasive branded cosmeceuticals like obagi, nu skin , general plastic and cosmetic surgeons </li></ul><ul><li>Indirect: Less-expensive creams like garnier , natural products like cucumber, oats, etc. </li></ul><ul><li>Variables: Age, price, availability, prognosis post procedure </li></ul>
  • 11. 3b. Competitive Position Map <ul><li>Determine the 2 most critical variables </li></ul><ul><li>Make a position map plotting the different competitors </li></ul>
  • 12. Surgery is prominent in middle to old aged groups Minimal invasive procedures Premium Non-invasive products Low-cost non-invasive products Price vs. Age Matrix Price/ Age Matrix 24-34 yrs 35-44 yrs 45-54 yrs 55yrs up High price Low Price
  • 13. Surgery’s unique positioning is shown in this competitive map Competitors do not actually meet client’s expectations Positioning vs. Brand Matrix
  • 14. 4. Surgery positions strongly in a niche market opportunity <ul><li>Surgery is the more permanent solution to combat the aging signs on the peri-orbital area. </li></ul><ul><li>Effects of non-surgical procedures are minimal, temporary and superficial. </li></ul><ul><li>Others focus on low price and wider distribution of less-expensive non-surgical products. </li></ul>
  • 15. 5a. Based on an article, patients trend is 40% cosmeceuticals and 60% surgery SOURCE: http://www.skinandaging.com/article/1804
  • 16. 5b. Based on US data, surgery shares 60% of the cosmetics market <ul><li>US publication: Ratio between surgery vis-à-vis cosmeceuticals is 60-40 </li></ul><ul><li>Surgery practitioners affirm that majority of patients with mid-face aesthetic needs prefer surgery, with blepharoplasty as the most common procedure </li></ul><ul><li>Then total cosmetics market size is 10% of the Philippine population </li></ul>
  • 17. 5c. Consumer data indicates a size of P 240 billion <ul><li>Cosmetic Procedure Usage: </li></ul><ul><li>6 million Filipinos, representing middle to old aged men and women with mid-face aesthetic needs, who can afford treatment, approximate Php240B in revenues </li></ul><ul><li>6 M x Php40k (average cosmetic procedure) = P240 billion </li></ul>
  • 18. 5. Concluded that cosmetic market range from Php60 billion to php240 billion <ul><li>Competitor data= P60 B (based on 6 million target population multiplied by Php10k, the average price of cosmeceuticals) </li></ul><ul><li>Company data = P 240 B </li></ul><ul><li>Usage data = P 120 B (based on 3 million population who have undergone surgery) </li></ul>Use instinct and best business judgment to finalize market size
  • 19. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 20. 6a. Procedures, services &amp; products for mid-face aesthetic needs <ul><li>Minimal invasive aesthetic procedures include Botox, Blepharoplasty, Fillers and Brow-lift. </li></ul>
  • 21. 6a. Procedures, services &amp; products for mid-face aesthetic needs <ul><li>Competitor products include premium and low-cost non-invasive products, such as Obagi, Garnier, NuSkin, etc. </li></ul>
  • 22. 6b. Product Description <ul><li>Minimal and Non - invasive procedures with their respective description are as follows: </li></ul><ul><li>Blepharoplasty – corrects drooping eyelids and eyebags </li></ul><ul><li>Botox – temporarily eliminates fine wrinkles </li></ul><ul><li>Fillers – temporarily or permanently eliminate fine wrinkles </li></ul><ul><li>Brow-lift – eliminates drooping eyebrows </li></ul>
  • 23. 7. Pricing for minimal invasive surgery is socialized <ul><li>Blepharoplasty – Php30k to Php80k </li></ul><ul><li>Botox – Php10k to Php30k </li></ul><ul><li>Fillers – Php20k to Php60k </li></ul><ul><li>Brow-lift – Php80k to Php150k </li></ul><ul><li>There are results that patients expect which only surgery can provide. This entitles premium pricing for surgical procedures. Hence, non-comparable in terms of pricing. </li></ul>
  • 24. 8a. Promo <ul><li>Partnership with dermatologists, general cosmetic surgeons and anti-ageing medicine practitioners. </li></ul><ul><li>Underscore selling points: </li></ul><ul><li>1) Diplomate in Ophthalmology </li></ul><ul><li>2) Further aesthetic eye procedure training in Daegu Catholic University Center under a plastic surgeon </li></ul><ul><li>3) Aesthetic eye procedures are best performed by a trained ophthalmologist because of familiarity with the anatomy of the involved areas </li></ul>
  • 25. 8b. Competitor promo <ul><li>Non-invasive cosmeceuticals communicate through paid advertisements, commercials and web- based marketing </li></ul><ul><li>Surgeons on the other hand disseminate their practice through referrals (word of mouth marketing) </li></ul>
  • 26. 8b. Competitor promo <ul><li>Non-invasive cosmeceuticals communicate through paid advertisements, commercials, celebrity endorsements and web- based marketing </li></ul>
  • 27. 8b. Competitor promo <ul><li>Surgeons on the other hand disseminate their practice through referrals, patient testimonials and word of mouth marketing </li></ul>
  • 28. 9. Surgical procedures may be performed in 3 medical centers <ul><ul><li>3 medical centers – Cardinal Santos Medical Center in San Juan, Cabrini Hospital in Batangas and in the soon-to-rise Aesthetic Center at the Fort </li></ul></ul><ul><ul><li>Outpatient </li></ul></ul><ul><ul><li>Cash </li></ul></ul>
  • 29. 10. Minimal invasive surgery harps on differentiation <ul><li>Main goal is for middle to old aged men and women with mid-face aesthetic needs to prefer minimal invasive surgery over non-surgical cosmeceuticals. </li></ul><ul><li>Differentiation is achieved through superior results produced by these minimal invasive procedures compared to cosmeceuticals. Moreover, procedures are performed by a surgeon who is familiar with the anatomy of the area involved, being an ophthalmologist with further training in aesthetics. </li></ul><ul><li>It benefits from the success of past procedures; testimonials from former patients. </li></ul><ul><li>It is premium priced and can be performed in 3 accessible medical centers. </li></ul>
  • 30. SUMMARY
  • 31. 5 Steps for Part 1 (PTM and positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need (NWE) </li></ul><ul><li>What are they choices (competitors) </li></ul><ul><li>Where is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs) </li></ul>
  • 32. 5 Steps for Part 1 (PTM and Positioning) <ul><li>PTM are “middle to old-aged men and women with mid-face aesthetic needs” </li></ul><ul><li>Who want to boost self-esteem </li></ul><ul><li>Can choose non-surgical procedures </li></ul><ul><li>Gap is all non-surgical procedures are not as responsive as surgery </li></ul><ul><li>The market size is still undefined insofar as the Philippine market is concerned </li></ul>
  • 33. 5 Steps for Part 2 (Marketing Mix &amp; Strategy) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>
  • 34. 5 Steps for Part 2 (Marketing Mix &amp; Strategy) <ul><li>Minimal invasive mid-face surgical procedures </li></ul><ul><li>Is socialized </li></ul><ul><li>Discounts, free consultations and follow-ups </li></ul><ul><li>Is available in 3 medical centers </li></ul><ul><li>Uses differentiation approach to win </li></ul>
  • 35. 10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010

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