Your SlideShare is downloading. ×
TMC Aesthetics  Marketing  Plan
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

TMC Aesthetics Marketing Plan

1,379

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,379
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Plan for: TMC Aesthetics Center Jeunesse T. Lee November 30, 2010 Tuesday, November 30, 2010
  • 2. Part I: PTM and Positioning 1.TMC Aesthetics PTM are the modern adults 2.Who want to look and feel young and beautiful in a personalized unique approach 3. Can choose SLMC, Belo, Calayan 4. Gap is all others focus on outcome and not on the individual patient 5. Market size is Php 3.2 B 2 Tuesday, November 30, 2010
  • 3. 1.TMC Aesthetic’s PTM are modern day adults • Demographics: • 25-55 years, M/F, social class ABC, single/married • Lifestyle: • in a career, has money to spend, wanting to look young and beautiful, feel good, and to have a voice/control on how to achieve that • Behavior: • single to a few procedures, with follow-up sessions, fast, beautiful, attractive, and healthy body 3 Tuesday, November 30, 2010
  • 4. 2. My PTM’s NWE • Need to be loved and accepted, recognized, respected, appreciated, self actualization • Choose TMC because... • Quality of services, safety record, advanced scientific technology, professional and highly qualified staff, location, price, brand, JCI accreditation, patient-centered healthcare 4 Tuesday, November 30, 2010
  • 5. Maslow’s Heirarchy of Needs 5 I want to achieve my full potential, inside and out I want to be recognized, appreciated, loved Tuesday, November 30, 2010
  • 6. 2. My PTM’s NWE • Expect when they choose TMC... • good-looking, attractive, and healthy body, instant, long lasting, feel more confident, feel more sexually attractive, tailor-fit experience 6 Tuesday, November 30, 2010
  • 7. 3.TMC has many established competitors Direct • Other hospitals’ Aesthetic centers: • SLMC, MMC, Asian Hospital • Stand-alone Aesthetic Centers: • Belo, Calayan 7 Indirect • Beauty Centers: • Salons, etc. • Lifestyle centers: • Gyms, Fitness clubs Tuesday, November 30, 2010
  • 8. • Variables: • Age, Price, Convenience, Occasion of use, Accessibility, Availability, Brand, Quality of service, Quality of care, Reputation 8 3.TMC has many established competitors Tuesday, November 30, 2010
  • 9. 3b. Price vs.Age 9 0-18 y.o. 18-25 y.o. 25-40 y.o. 40-55 y.o. High Price Low Price Belo TMC TMC Calayan SLMCSLMC TMC Belo Calayan SLMC Belo Calayan Tuesday, November 30, 2010
  • 10. TMC’s Positioning 10 TMC SLMC Belo Calayan Competitive Price Latest Technology “Celebrity Look” Board certified professionals Patient-centered Healthcare Accredited Institution Scientifically Researched TMC’s unique positioning is patient-centered healthcare Tuesday, November 30, 2010
  • 11. 4. Gap Opportunity Positioning • TMC is the only Aesthetic Center • that uses latest, scientific, well-researched technology • allows only board-certified professionals to do the procedures • offers patient-centered healthcare, giving voice to the unique needs of the patient. 11 Tuesday, November 30, 2010
  • 12. 5. Market Size • Competitor Data: • Annual Sales = 800 M • Estimated Aesthetics Surgery Market Share: 30% = 30 M • Total Aesthetics Surgery Market = 2.67 B 12 Tuesday, November 30, 2010
  • 13. 5. Market Size • Company Data (TMC): • 2009 Annual Report Sales = 1.3 B • TMC Aesthetics Center: 5% = 65 M • Estimated Aesthetics Surgery Market Share: 2% • Total Aesthetics Surgery Market = 3.2 B 13 Tuesday, November 30, 2010
  • 14. 5. Market Size • Consumer Data: • Total Population: 95M • Age group (25-55yo): 33M • Social class ABC: 16.5M • Will avail of services: 825,000 • Once in how many years: 30 yrs • Average price per procedure: 30,000 • Market Size: (825,000 / 30) * 30,000 = 825 M 14 Tuesday, November 30, 2010
  • 15. Part 2: Marketing Mix and Strategy • TMC Aesthetics Center offering derma, cosmetic, and elective surgical procedures • Is about 25-50% Premium • Uses media (website) and word of mouth • Is located in Ortigas, Pasig City • Uses a patient-centered individualized approach to win 15 Tuesday, November 30, 2010
  • 16. Product:Aesthetics Center 16 Tuesday, November 30, 2010
  • 17. Product:TMC Aesthetics Center • The TMC Aesthetics Center is a one-stop center for elective dermatologic and surgical interventions that cater to the personal needs of its clients • It is located in the 6th flr of TMC, Ortigas Ave. Pasig City • It is run by board-certified TMC physicians trained in the various procedures offered in the center 17 Tuesday, November 30, 2010
  • 18. • Services offered include: 1. dermatologic procedures • hair/scar removal, hair transplant 2. cosmetic procedures • eyelid surgery, breast augmentation, liposuction, face lift 3. elective surgeries • bariatric surgery 18 Product:TMC Aesthetics Center Tuesday, November 30, 2010
  • 19. 19 7.TMC’s price is 25-50% Premium TMC SLMC Belo Calayan Hair Removal Php 2690 Php 3500 Php 4460 Php 4000 Procedure X Php 100,000 Php 120,000 Php 60,000 Php 50,000 Tuesday, November 30, 2010
  • 20. • The prices of minor procedures such as hair removal in TMC aesthetics center are actually competitive. • However, in bigger procedures, and in most other surgeries, TMC’s price is at a premium higher than Belo and Calayan, but slightly lower than SLMC. 20 7.TMC’s price is 25-50% Premium Tuesday, November 30, 2010
  • 21. 8.TMC Needs Additonal Promo • Current Strategy: • TMC Website • Word of Mouth • Proposed Additional Strategies: • Full-pledge website • Print Media: Doctor’s Clinics and Hospital 21 Tuesday, November 30, 2010
  • 22. 8. Competitor Promo 22 Newspaper/Magazine Ads Celebrity Endorsers Billboards TV Commercials Tuesday, November 30, 2010
  • 23. 9.TMC Aesthetics is Centered in Ortigas, Pasig City 23 • TMC Aesthetics Center is located in The New Medical City, Ortigas Ave. Pasig City. • Clients come in the only branch strategically placed in the busy central district of Ortigas, Pasig. Tuesday, November 30, 2010
  • 24. 10.TMC Aesthetics has a Customer-centered Approach • Generic winning strategy: • Patient-centered healthcare • Individualized approach • Gets it leverage from the reputation of the hospital and its loyal clientele • High quality product (service), premium- priced, available to those who have access to the center’s location. 24 Tuesday, November 30, 2010
  • 25. Summary Tuesday, November 30, 2010
  • 26. Part I: PTM and Positioning 1.TMC Aesthetics PTM are the modern adults 2.Who want to look and feel young and beautiful in a personalized unique approach 3. Can choose SLMC, Belo, Calayan 4. Gap is all others focus on outcome and not on the individual patient 5. Market size is Php 3.2 B 26 Tuesday, November 30, 2010
  • 27. Part 2: Marketing Mix and Strategy • TMC Aesthetics Center offering derma, cosmetic, and elective surgical procedures • Is about 25-50% Premium • Uses media (website) and word of mouth • Is located in Ortigas, Pasig City • Uses a patient-centered individualized approach to win 27 Tuesday, November 30, 2010

×