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Evangelista 10 step marketing plan

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    Evangelista 10 step marketing plan Evangelista 10 step marketing plan Presentation Transcript

    • 1
      10 STEP MARKETING PLAN:TMC Wellness and Aesthetics Center
      Wellness is the new beauty
      Jessica Anne L. Evangelista
      Nov 2010
    • Part 1POSITIONING TO THE PRIMARY TARGET MARKET
      Primary Target
      Needs, Wants and Demands
      Competitors
      The big GAP
      The Market
    • Part 2MARKETING MIX STRATEGY
      Product
      Promo
      Price
      Place
      Winning Strategy
    • PART I:
      POSITIONING TO THE PRIMARY TARGET
    • 1. Primary Target Market
      Target: Health-conscious individuals
      Age Range: Early 20’s – Late 80’s
      Status: Class A and B, single or married.
      Most of which belong to the working population
      Lifestyle: Busy and fast-paced
      Behavior: Afraid of lifestyle related diseases and prefers a personalized approach to healthcare depending on their needs availability.
    • 2. Needs, Wants and Demands
      More and more people are willing to spend their money for good health because…
      Lifestyle related diseases (DM, Hypertension, Obesity and Hypercholesterolemia) are on the RISE.
      Life expectancy for Filipinos is LOW.
      Male: 68.45 years; Female: 74.45 years (2010 est.)
      Most diseases now are PREVENTABLE with a healthier lifestyle.
    • In relation to the hierarchy of needs…
      I want to
      ENJOY LIFE.
      I want to
      LIVE LONGER
      to enjoy life MORE.
    • 3a. Competitors
      Direct Competitors: Hospitals who offer Executive Check-up Packages
      St. Luke’s
      Makati Medical Center
      Indirect Competitors: HMOs who give FREE annual physical examinations
      Maxicare
      Intellicare
    • 3a. Competitors
      Variables:
      Hospital Name
      Comprehensiveness of the examinations.
      Competency of the physicians per institution.
      Price: Is it cost effective?
      Amount of timeconsumed for the tests to be done
    • 3b. Competitive Position Map
      “With the Center´s Wellness & Aesthetics Program, every approach is made personalized, as it responds to the patient’s uniqueness at the level of his own health history. ¨Every diagnosis is personal. One treatment does not fit all patients.”
      Dr. Rolando Balburias
      Medical Director, TMC Wellness and Aesthetics Center.
    • Price vs. Comprehensiveness of Health Packages
      TMC
      St. Luke’s
      HMO’s
    • 4. Gaps: Market Opportunity
      ONLY TMC Wellness and Aesthetics Center…
      Offers a personalized approach to healthcare depending on your needs recognizing that age is a factor in health care.
      One-stop shop for all groups to save them time
      Adolescents
      Adults
      Geriatrics
      Has a team of physicians looking after you.
    • 5. Market Size: 3Cs
      Customer:
      Caters to a wide range of clients, from adolescents to elderly.
      Each age category has a health package suitable for him/her.
    • 5. Market Size: 3Cs
      Company:
      TMC has over forty years of experience in hospital operation and administration towards the establishment of its new world-class health care complex that serves some 40,000 in-patients and 380,000 out-patients annually.
    • 5. Market Size: 3Cs
      Competition:
      No data is available yet…
      since the approach of Center of Wellness and Aesthetics for TMC towards patient care is a fairly new concept.
      Only TMC has such service.
    • PART II:
      MARKETING MIX STRATEGY
    • 6. Products: Adolescents
      Teen Health Hub, ages 10 to 19 years.
      Basic Adolescent Package with Computer-Assisted Risk Assessment (CARA)
      Adolescent Essentials I / Adolescent Essentials II / Adolescent Essentials III
      Varsity – for clearance to engage in competitive sports and other forms of rigorous physical training/exercise
      Make-over – for adolescents with dermatologic, dental and other grooming concerns, as well as weight management issues
      Matrix – for adolescents with mental and learning challenges, as well as those with behavioral, emotional and relationship issues
    • 6. Products: Adolescents
      Teen Health Hub, ages 10 to 19 years.
      Consultation
      Individual Counseling
      Family Counseling
      Vaccination Packages
      Pediatric Weight Management
      Pediatric Express Check – for children aged 0-9, clearance for school, travel etc
    • 6. Products: Adults
      Adult Wellness Center, ages 20 to 59 years old.
      The Essentials
      Senior Male Evaluation
      Lady Care 1 Package (Below 45 years old)
      Lady Care 2 Package (Above 45 years old)
      COP (Customized, Optimized Personalized Preventive Health Check Package)
      Other special services: includes other procedures
    • 6. Products: Geriatrics
      Center for Healthy Aging:, 60 years old and above
      Basic Comprehensive Geriatric Assessment (Outpatient)
      Platinum 1 Senior Male Evaluation (60-79 yrs old)
      Platinum 2 Senior Male Evaluation (80 yrs old and above)
      Platinum Female 1 Package (60-79 yrs old)
      Platinum Female 2 Package (80 yrs old and above)
      Other services: includes other procedures.
    • 7. Price
      Comprehensive physical examination with diagnostics, consultations with specialists ranges from Php 8,950 – 30,090 depending on the package you chose.
      Note: Relatively cheaper rather than you order the diagnostics and do consultations separately
    • 8a. Promotions
      Posters with use of prominent personality
      TV Commercials
      Publications
      TV show
    • 8b. Competitors’ Promotions
      50% off discounts on room rates and services
      TV commercials
      Affordable packages with terms of payment
    • 9.Place
      The Wellness & Aesthetic Center, and spa facilities, is located at the 4th level of the new hospital wing (Podium).
    • 10. Winning Strategy
      Every approach is made personalized…
      Every diagnosis is personal.
      Having services in packages is more cost-effective.
      One-stop-shop leverage:
      Convenience and Luxury at the same time.
      Team approach to healthcare.
    • SUMMARY
      TMC Wellness and Aesthetic Center’s personalized approach to their client works to their advantage.
      The services they offer combines luxury and convenience which the clients look for.
    • 27
      10 STEP MARKETING PLAN:TMC Wellness and Aesthetics Center
      Wellness is the new beauty
      Jessica Anne L. Evangelista
      Nov 2010