10 step marketing plan for shimmian manila surgicenter

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This presentation is an academic exercise only and was made as partial fulfillment of the requirements for the author's marketing class.
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10 step marketing plan for shimmian manila surgicenter

  1. 1. 10 Step Marketing Plan for Shimmian Manila Surgicenter<br />John Francis Lee Hok<br />Jan 2011<br />
  2. 2. This powerpoint was made as an academic exercise and a requirement for the author’s Marketing Class<br />The author has no link with ShimmianSurgicenter, Belo Medical Group<br />Some data are based on estimates and speculation and are not to be quoted or misrepresented<br />Disclaimer<br />
  3. 3. Target Market: people who want to have a nose lift<br />Needs, wants, expectations: to be beautiful<br />Choice: can go to other competitors (Belo, The Medical City, Calayan), can opt to undergo traditional noselift<br />Gap: safe, REJECTION-Free operation<br />Market Size: P20 M<br />1st 5 stepsPTM and Positioning<br />
  4. 4. 6. Product: GORE-TEX noselift<br />7. Price: 20% premium<br />8. Promotion: print ad, e-marketing, <br />9. Place: Ortigas Center<br />10. Strategy: Product Differentiation <br />2nd 5 stepsMarketing Mix & Strategy<br />
  5. 5. Health.Care Magazine<br />Volume 6 Issue 5<br />October 2010<br />Advertisement<br />
  6. 6. Shimmian Manila Surgicenter Ad<br />Goretex nose lift<br />
  7. 7. Positioning to the Primary Target Market<br />Part 1: Step 1 to 5<br />
  8. 8. Part 1: Step 1 of 5<br />Primary Target Market<br />
  9. 9. Demographics: <br />Class AB, with disposable income for cosmetic procedure (nose lift)<br />Wants to feel beautiful<br />Conscious of how they look<br />Shimmian targets people who wants to be beautiful…<br />
  10. 10. So that they can do more in life<br />So that they can do more in life<br />But still gives them esteem and pleasure<br />
  11. 11. Part 1: Step 2 of 5<br />Needs, Wants, Expectations<br />
  12. 12. Need: <br /> Safety: safe surgery<br /> Esteem needs: want to feel beautiful<br /> Actualization needs: so that they can bring out the best in them<br />Want: fast and safe procedure<br />Expectation: value for money, good service<br />Needs, Wants, Expectations<br />
  13. 13. Part 1: Step 3of 5<br />Competitors<br />
  14. 14. Hospital Based: The Medical City Wellness and Aesthetic Center, <br />Stand-alone: Belo, Calayan<br />Variables: Price, package, location, Material<br />Shimmian has many established competitors<br />
  15. 15. Shimmian is innovating rhinoplasty<br />
  16. 16. Part 1: Step 4 of 5<br />Gap<br />
  17. 17. First Center to offer facial cosmetic harmony and GoreTex nose lift<br />Moving away form cartilage grafts and silicone gradts<br />Market needs a rejection-free implant<br />Shimmian bridges the gap between innovation and safety<br />
  18. 18. Part 1: Step 5 of 5<br />Market Size<br />
  19. 19. Not written in the advertisement<br />Research: <br />30 patients/ month X P70,000 per rhinoplasty<br />= P2.1M /month X12 months<br />= P 25 M<br />Based on projections, Shimmian has a P25 M market<br />
  20. 20. The Marketing Mix Strategy<br />Part 2: Step 6-10<br />
  21. 21. Part 2: Step 6 of 10<br />Product<br />
  22. 22. Gore-Tex Nose Lift<br /><ul><li>Safe
  23. 23. REJECTION FREE
  24. 24. Natural Looking</li></ul>Gore-Tex Nose Implant<br />
  25. 25. Gore-Tex Competitor<br />Silicone<br />Cartilage implant<br />MedPore implant<br />
  26. 26. Shimmian is a advanced reconstructive Rhinoplasty in the Philippines<br />We offer Gore-tex Nose lift, a safe, rejection-free, natural looking rhinoplasty<br />Other services: <br />
  27. 27. Part 2: Step 7 of 10<br />Price<br />
  28. 28. Not written in print ad<br />Estimated to be 20% premium<br />Research: <br />Shimmian Medical Tourism Package<br /> $3000-$15,000 <br /> inclusive of cosmetic procedure, hotel stay and trasfer, trip to a Philippine resort<br />20% premium <br />
  29. 29. Part 2: Step 8 of 10<br />Promotion<br />
  30. 30. Print Ads<br />E-merketing<br />Website<br />Blogs<br />facebook<br />Shimmian Promotions<br />
  31. 31. Shimmian Website<br />
  32. 32. Shimmian Print Ad<br />
  33. 33. Competitor’s promo: Belo<br />
  34. 34. Competitor’s promo: The Medical City<br />
  35. 35. Part 2: Step 9 of 10<br />Place<br />
  36. 36. Medical Plaza Ortigas, San Miguel Avenue, Ortigas Center<br />accessible to residents of San Juan, Quezon City, and Ortigas Pasig area<br />Shimmian is strategically located at Ortigas Center<br />Shimmian<br />
  37. 37. Part 2: Step 10 of 10<br />Wining Strategy<br />
  38. 38. Shimmian innovated on rhinoplasty by being the 1st to offer Gore-tex nose implants<br />Which is safe, rejection free, and natural looking <br />Without limitation in physical activities after surgery<br />Product Differentiation<br />
  39. 39. Summary<br />
  40. 40. Target Market: people who want to have a nose lift<br />Needs, wants, expectations: to be beautiful<br />Choice: can go to other competitors (Belo, The Medical City, Calayan), can opt to undergo traditional noselift<br />Gap: safe, REJECTION-Free operation<br />Market Size: P20 M<br />1st 5 stepsPTM and Positioning<br />
  41. 41. 6. Product: GORE-TEX noselift<br />7. Price: 20% premium<br />8. Promotion: print ad, e-marketing, <br />9. Place: Ortigas Center<br />10. Strategy: Product Differentiation <br />2nd 5 stepsMarketing Mix & Strategy<br />
  42. 42. 10 Step Marketing Plan for Shimmian Manila Surgicenter<br />John Francis Lee Hok<br />Jan 2011<br />

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