SLMC-GC 10-Step Marketing Plan

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SLMC-GC 10-Step Marketing Plan

  1. 1. 10 Step Marketing Plan: St. Luke’s Medical Center Global City Jeunesse T. Lee ASMPH MD-MBA 070058 January 19, 2011Wednesday, January 19, 2011
  2. 2. The Print Ad - The Philippine Star - January 15, 2011 Issue 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  3. 3. 1: Target Market and Positioning • SLMC Global City’s PTM are Today’s Healthbuffs • Who needs Premium Quality Healthcare • Can choose other premiere private hospitals in the metro (TMC, MMC) • SLMC Global City offers both luxury and reasonable pricing while other only focus on either • The Market Size is about 4.5 B 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  4. 4. I: Positioning and Target MarketWednesday, January 19, 2011
  5. 5. Target Market: Today’s Healthbuffs • Demographics: • 25-45 years old, social class ABC • Lifestyle: • Modern, Health-conscious • Will pay for luxury at a justified price • Behavior: • Quality healthcare is priority 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  6. 6. Needs Premium Quality Healthcare I want to be the best that I can be I want to be cared for I want to live long 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  7. 7. Competes with Premiere Hospitals Around the Metro 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  8. 8. Offers Both Luxury and Reasonable Pricing SLMC - GC TMC MMC Asian Newest Facilities Luxurious Amenities Brand Recognition Only Consultant-level Staff Latest Technology and Equipment Accessibility Promotional Pricing 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  9. 9. Market Size is around Php 4.5 B • Company Data • No company data available • Competitor Data: • 2009 Annual Report Sales: Php 1.3 B • Estimated Market Share: 30% • Market Size: Php 4.3 B 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  10. 10. Market Size is around Php 4.5 B • Consumer Data • Metro Manila Population: 11.5 M • Social Class ABC (10%): 1.5 M • Will go for premium healthcare services (2%): 30,000 • Average Spending per year per person: Php 150,000 • Estimated Market Size: 4.5 B 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  11. 11. II: Marketing Mix and StrategyWednesday, January 19, 2011
  12. 12. II: Marketing Mix and Strategy • Product: Luxurious Premium Quality Healthcare • Premium Service at a Competitive Price • Uses Print ads, TV, and Word of mouth • Found in Fort Bonifacio, Global City, Taguig • Uses a Niche approach to succeed. 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  13. 13. SLMC Global Offers Luxurious Premium Quality Healthcare • newest facilities • most advanced equipment and technology • luxurious amenities • at promo price 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  14. 14. Premium Service at a Competitive Price • 50% Off on Room Rates and Laboratories and Procedures 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  15. 15. Uses Print, TV, and Word of Mouth Newspaper Billboards TV Commercials Mobile Advertising (e.g. buses) 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  16. 16. At the Heart of the Metro • Fort Bonifacio, Global City, Taguig 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  17. 17. Niche Approach • Meeting of Luxury and Promo Pricing Niche 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  18. 18. SummaryWednesday, January 19, 2011
  19. 19. 1: Target Market and Positioning • SLMC Global City’s PTM are Today’s Healthbuffs • Who needs Premium Quality Healthcare • Can choose other premiere private hospitals in the metro (TMC, MMC) • SLMC Global City offers both luxury and reasonable pricing while other only focus on either • The Market Size is about 4.5 B 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  20. 20. II: Marketing Mix and Strategy • Product: Luxurious Premium Quality Healthcare • Premium Service at a Competitive Price • Uses Print ads, TV, and Word of mouth • Found in Fort Bonifacio, Global City, Taguig • Uses a Niche approach to succeed. 10 Step Marketing Plan: St. Luke’s Medical Center Global CityWednesday, January 19, 2011
  21. 21. 10 Step Marketing Plan: St. Luke’s Medical Center Global City Jeunesse T. Lee ASMPH MD-MBA 070058 January 19, 2011Wednesday, January 19, 2011

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