10 step marketing plan for we care lee hok

461 views
338 views

Published on

as partial fulfillment of the requirements for marketing class

competitor data used in this presentation is based on extrapolation and observation only

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

  • Be the first to like this

No Downloads
Views
Total views
461
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

10 step marketing plan for we care lee hok

  1. 1. John Francis Lee Hok Nov 2010
  2. 2. 1. We Care caters to dialysis patients 2. Who don’t want to go to the hospital; who want added value and service 3. Can choose to go to a hospital, or stand- alone centers 4. No one offers the added service we offer; others simply focus on dialysis alone 5. Market size 1M need dialysis. Niche market 1,000
  3. 3. 6. Wellness Package (dialysis + Spa, facial, massage Treatment) Fun Package (dialysis +game room/movie) Feast Package(dialysis +Healthy gourmet meals) 7. At par with other Class A hospital based dialysis centers 8. Print Ads, word of mouth, event sponsorships 9. Greenhills area 10. Niche market approach
  4. 4.  Part 1: Step 1 to 5
  5. 5.  Demographics (patients with Chronic Kidney Disease, needs dialysis, Social Class AB, living in San Juan, Q.C. Pasig area)  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)  Behavior (always looks at value for money, enjoys the luxuries in life)
  6. 6. Need Dialysis treatment So that they can do more in life So that they can do more in life But still gives them esteem and pleasure
  7. 7. Need: Physiologic needs: health (dialysis) safety: safe treatment Social needs: belonging Esteem needs: recognition of their stature Actualization needs: so that they can do more with life Want: comfort, value, service, entertainment, ambiance, leisure, they want MORE! Expectation: value for money, good service, service par excellence (Dialysis +++ and MORE!)
  8. 8.  Hospital Based: The Medical City, Cardinal Santos, St. Luke’s  Stand-alone: Renal Care, Hemotek,  Variables: Price, package, operating hours, service quality, add-on services, location
  9. 9. We care The Medical City St. Lukes Renal Care Hemotek Price High High High Low Low Quality Service High High High Basic Basic Add- on services √ X X X X 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, none none Re-use package Re-use package
  10. 10. PRICE/SERVI CE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price Hemotek , Renal Care The Medical City, St. Luke’s WE CARE: WELLNESS/FEAST Package WE CARE: FUN Package
  11. 11. WE CARE is the only dialysis center that gives extra service! ◦ Offers SPA and massage services ◦ Offers a game/entertainment room (mahjong, poker, DVD movies) ◦ Offers healthy gourmet food ◦ All while you are hooked to the dialysis machine No other dialysis center offers the same service All others focus on the basic dialysis service, reducing cost, and making profit We Care takes care of YOU and your kidneys
  12. 12.  The Medical City : 500 patients/month ◦ 500 patients x 3 sessions/week x 4 weeks ◦ = 6,000 sessions/ month P9,000 /session x 6,000 sessions= 54M gross income  Hospital X: private, tertiary hospital in QC / 150 patients/month ◦ 150 patients x 3 sessions/week x 4 weeks= 1800 session ◦ P3,000/session X 1,800 sessions = P5.4M gross income per month
  13. 13. WE CARE projected data: 100-200 dialysis patients in 1 month Total of 1,800-2400 dialysis sessions in a month
  14. 14. 1M Filipinos need dialysis 50% live in Metro Manila Most patients would need 3x a week dialysis 2% would be niche market  500,000 live in Metro Manila, X 2% niche market estimate =10,000 patients 10,000 patients x 3 sessions per week x 4 weeks x P7,000 per session = P840M monthly market
  15. 15.  Part 2: Step 6-10
  16. 16. WELLNESS FUN FEAST
  17. 17. Hospital X Hemotek
  18. 18.  WE CARE is a high-end hemodialysis center that provides add-on services to the basic dialysis treatment  Services offered: ◦ WELLNESS package: dialysis + SPA /massage treatment ◦ Fun Package: Dialysis + entertainment (mahjong, poker, Blue Ray movies) ◦ FEAST package: Dialysis + gourmet food WELLNESS FUN FEAST
  19. 19. ◦ WELLNESS package: P8,888 ◦ Fun Package: P 6,000 ◦ FEAST package: P7,777 ◦ We care is benchmarked against The Medical ◦ City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek
  20. 20.  Word of mouth  Print Ads  Website  Wellness Event Sponsorship  Tie-ups with doctors
  21. 21.  Greenhills, San Juan  We are accessible to residents of San Juan, Quezon City, and Ortigas Pasig area
  22. 22. We CARE’s main strategy is to target Class A and B patients who need dialysis treatment but want excellent service and add-on services It benefits from excellent services such as spa/massage, game room, gourmet food Has an excellent, unique, premium priced product available outside of a hospital
  23. 23. 1. We Care caters to dialysis patients 2. Who don’t want to go to the hospital; who want added value and service 3. Can choose to go to a hospital, or stand- alone centers 4. No one offers the added service we offer; others simply focus on dialysis alone 5. Market size 1M need dialysis. Niche market 1,000
  24. 24. 6. Wellness Package (dialysis + Spa, facial, massage Treatment) Fun Package (dialysis +game room/movie) Feast Package(dialysis +Healthy gourmet meals) 7. At par with other Class A hospital based dialysis centers 8. Print Ads, word of mouth, event sponsorships 9. Greenhills area 10. Niche market approach
  25. 25. John Francis Lee Hok Nov 2010

×