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Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
Asuncion, enatsu, generoso, lee hok, reyes   kidney zen
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Asuncion, enatsu, generoso, lee hok, reyes kidney zen

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group 10 step marketing plan

group 10 step marketing plan

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  • 1. KIDNEY ZEN Revitalizing YOU and your kidneys
  • 2. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  • 3. <ul><li>1. Kidney Zen caters to dialysis patients </li></ul><ul><li>2. Who don’t want to go to the hospital; </li></ul><ul><li>who want added value and service </li></ul><ul><li>3. Can choose to go to a hospital, or stand-alone centers </li></ul><ul><li>4. No one offers the added service we offer; </li></ul><ul><li>others focus on dialysis alone </li></ul><ul><li>5. Market size 88,000 needing dialysis (San Juan, Pasig, Q.C.). Niche market 8,000 </li></ul>1 st 5 steps PTM and Positioning
  • 4. <ul><li>6. SERENITY Package (dialysis + Spa, facial, massage Treatment) </li></ul><ul><li>BLISS Package (dialysis +game room/movie) </li></ul><ul><li>SOUL Package (dialysis +Healthy gourmet meals) </li></ul><ul><li>7. At par with other Class A hospital based dialysis centers </li></ul><ul><li>8. Print Ads, word of mouth, event sponsorships </li></ul><ul><li>9. Greenhills area </li></ul><ul><li>10. Niche market approach </li></ul>2 nd 5 steps Marketing Mix & Strategy
  • 5. Positioning to the Primary Target Market <ul><li>Part 1: Step 1 to 5 </li></ul>
  • 6. 1. Kidney Zen targets dialysis patients who want to be pampered… <ul><li>Demographics (patients with Chronic Kidney Disease, needs dialysis, Social Class AB, living in San Juan, Q.C. Pasig area) </li></ul><ul><li>Lifestyle (does not want to get bogged down in the hospital; does not want the hospital as part of their lifestyle because it depresses them) </li></ul><ul><li>Behavior (always looks at value for money, enjoys the luxuries in life) </li></ul>
  • 7. Gives them esteem and pleasure So that they can do more in life Need Dialysis treatment
  • 8. <ul><li>Need : </li></ul><ul><li>Physiologic needs: health (dialysis) </li></ul><ul><li>safety : safe treatment </li></ul><ul><li>Social needs: belonging </li></ul><ul><li>Esteem needs: recognition of their stature </li></ul><ul><li>Actualization needs: so that they can do more with life </li></ul>2. Needs, Wants, Expectations
  • 9. <ul><li>Want: comfort, value, service , entertainment, ambiance, leisure, they want MORE ! </li></ul><ul><li>Expectation: value for money, good service, service par excellence (Dialysis +++ and MORE!) </li></ul>2. Needs, Wants, Expectations
  • 10. <ul><li>Hospital Based: The Medical City, Cardinal Santos, St. Luke’s </li></ul><ul><li>Stand-alone : Renal Care, Hemotek, </li></ul><ul><li>Variables: Price, package, operating hours, service quality, add-on services, location </li></ul>3a. Kidney Zen has many established competitors
  • 11. 3.b Kidney Zen targets the niche: high price, high quality of service Kidney Zen The Medical City St. Lukes Renal Care Hemotek Price High High High Low Low Quality Service High High High Basic Basic Add- on services      Location Standalone- Greenhills Hospital-based, Pasig Hostpital Based, QC Stand alone, QC Standalone, QC Operating hours Monday to Sunday 3 shifts Monday to Sat, 3 shifts Monday to Sat, 3 shifts Monday to Sat, 2 shifts Monday to Sat, 2 shifts packages Wellness package, Fun package, Feast package none none Re-use package Re-use package
  • 12. 3b. Kidney Zen covers the niche market, high price and quality with add on services Hemotek, Renal Care The Medical City, St. Luke’s Kidney Zen : WELLNESS/FEAST Package Kidney Zen : FUN Package PRICE/SERVICE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price
  • 13. <ul><li>Kidney Zen is the only dialysis center that gives ADDED SERVICE! </li></ul><ul><ul><li>Offers SPA and massage services </li></ul></ul><ul><ul><li>Offers a game/entertainment room (mahjong, poker, DVD movies) </li></ul></ul><ul><ul><li>Offers healthy gourmet food </li></ul></ul><ul><ul><li>All while you are hooked to the dialysis machine </li></ul></ul>4. Kidney Zen positions strong on a niche market opportunity
  • 14. <ul><ul><li>No other dialysis center offers the same service </li></ul></ul><ul><ul><li>All others focus on the basic dialysis service, reducing cost, and making profit </li></ul></ul><ul><ul><li>Kidney Zen revitalizes YOU and your kidneys </li></ul></ul>4. Kidney Zen positions strong on a niche market opportunity
  • 15. <ul><li>The Medical City : 200 patients/month </li></ul><ul><ul><li>200 patients x 3 sessions per week x 4 weeks =2,400 sessions </li></ul></ul><ul><ul><li>Capacity: 600 sessions/ month </li></ul></ul><ul><li>P6,000 /session x 2400 sessions= P14.4M gross monthly income </li></ul>5a. The Medical City has a P64M market
  • 16. <ul><li>Hospital X: private, tertiary hospital in QC / 150 patients/month </li></ul><ul><ul><li>100 patients x 3 sessions/week x 4 weeks= 1200 sessions </li></ul></ul><ul><ul><li>Capacity: 800 sessions/month </li></ul></ul><ul><ul><li>P3,000/session X 800 sessions = P2.4 gross monthly income </li></ul></ul>5a. The Medical City has a P64M market
  • 17. <ul><li>Kidney Zen projected data: 100-200 dialysis patients in 1 month </li></ul><ul><li>Total of 1,800-2400 dialysis sessions in a month </li></ul>5b. Based on projections, Kidney Zen will cater to 100-200 patients, a P21M market
  • 18. <ul><li>Population of San Juan: 125,338 </li></ul><ul><li>Population of Pasig City: 617,301 </li></ul><ul><li>Population of QC: 2,670,000 </li></ul><ul><li>Total: 3,300,000 </li></ul><ul><li>CKD Stage 5 incidence: 2.6% (NNHeS 2004) </li></ul><ul><li>85,000 need dialysis </li></ul>5c. Niche market estimation…
  • 19. <ul><li>85,000 need dialysis </li></ul><ul><li>10% class AB </li></ul><ul><li>8,500 niche market </li></ul><ul><li>Target : 100 patients x 3 sessions/week x 4 weeks </li></ul><ul><li> =1200 sessions x 7000 </li></ul><ul><li> = P8.4M gross monthly income </li></ul>5c. Niche market estimation…
  • 20. The Marketing Mix Strategy <ul><li>Part 2: Step 6-10 </li></ul>
  • 21. 6.a. Kidney Zen SERENITY BLISS SOUL Dialysis Center
  • 22. 6a. Competitors Hospital X Hemotek
  • 23. <ul><li>Kidney Zen is a high-end hemodialysis center that provides add-on services to the basic dialysis treatment </li></ul>6b. Kidney Zen is a premium dialysis center Serenity Bliss Soul
  • 24. <ul><li>Services offered: </li></ul><ul><ul><li>SERENITY package: dialysis + SPA /massage treatment </li></ul></ul><ul><ul><li>BLISS Package: Dialysis + entertainment (mahjong, poker, Blue Ray movies) </li></ul></ul><ul><ul><li>SOUL package: Dialysis + gourmet food </li></ul></ul>6b. Kidney Zen is a premium dialysis center Serenity Bliss Soul
  • 25. <ul><ul><li>SERENITY package: P6,000 </li></ul></ul><ul><ul><li>BLISS Package: P 6,500 </li></ul></ul><ul><ul><li>SOUL package: P7,000 </li></ul></ul>7. Price: Kidney Zen is premium priced and benchmarked against The Medical City
  • 26. <ul><ul><li>Kidney Zen is benchmarked against The Medical </li></ul></ul><ul><ul><li>City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek </li></ul></ul>7. Price: Kidney Zen is premium priced and benchmarked against The Medical City
  • 27. <ul><li>Word of mouth </li></ul><ul><li>Print Ads </li></ul><ul><li>Website </li></ul><ul><li>Wellness Event Sponsorship </li></ul><ul><li>Tie-ups with doctors </li></ul>8. Making Kidney Zen Well-known
  • 28. 8. Making Kidney Zen Well-known
  • 29. 8. Making Kidney Zen Well-known
  • 30. 8b. Competitor’s promo: St. Luke’s
  • 31. 8b. Competitor’s promo: The Medical City
  • 32. 8b. Competitor’s promo: Hemotek
  • 33. 8b. Competitor’s promo:Renal Care
  • 34. <ul><li>Greenhills, San Juan </li></ul><ul><li>We are accessible to residents of San Juan, Quezon City, and Ortigas Pasig area </li></ul>9. Kidney Zen is strategically located at Greenhills area
  • 35. 9. Kidney Zen is strategically located at Greenhills area
  • 36. 9. Kidney Zen is strategically located at Greenhills area
  • 37. <ul><li>Kidney Zen main strategy is to target Class A and B patients who need dialysis treatment but want excellent service and add-on services </li></ul><ul><li>It benefits from excellent services such as spa/massage, game room, gourmet food </li></ul><ul><li>Has an excellent, unique, premium priced product available outside of a hospital </li></ul>10. Kidney Zen targets a niche market
  • 38. Summary
  • 39. <ul><li>1. Kidney Zen caters to dialysis patients </li></ul><ul><li>2. Who don’t want to go to the hospital; </li></ul><ul><li>who want added value and service </li></ul><ul><li>3. Can choose to go to a hospital, or stand-alone centers </li></ul><ul><li>4. No one offers the added service we offer; </li></ul><ul><li>others focus on dialysis alone </li></ul><ul><li>5. Market size 88,000 needing dialysis (San Juan, Pasig, Q.C.). Niche market 8,000 </li></ul>1 st 5 steps PTM and Positioning
  • 40. <ul><li>6. SERENITY Package (dialysis + Spa, facial, massage Treatment) </li></ul><ul><li>BLISS Package (dialysis +game room/movie) </li></ul><ul><li>SOUL Package (dialysis +Healthy gourmet meals) </li></ul><ul><li>7. At par with other Class A hospital based dialysis centers </li></ul><ul><li>8. Print Ads, word of mouth, event sponsorships </li></ul><ul><li>9. Greenhills area </li></ul><ul><li>10. Niche market approach </li></ul>2 nd 5 steps Marketing Mix & Strategy
  • 41. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  • 42. KIDNEY ZEN Revitalizing YOU and your kidneys

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