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10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
10 step marketing plan for st lukes
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10 step marketing plan for st lukes

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  • 1. 10 Step Marketing Plan for St. Luke’s Medical Center<br />Russell Rivera<br />January 2011<br />
  • 2.
  • 3. 5 Steps for Part 1 (PTM and positioning)<br />St. Luke’s PTM are everybody who can pay<br />They need a regular check-up and quality service for a cheap price<br />Can choose Medical City, etc.<br />Gap is all other hospitals focus on quality service at a high cost<br />5. No data available<br />
  • 4. 5 Steps for Part 2 (Marketing Mix &amp; Strategy<br />Latest technology and newest facilities<br />Is at par with prices of others but as of late, 50% cheaper due to promotions<br />TV, radio, print ads<br />2 Tertiary centers – Taguig and Quezon City<br />Uses best price and best product strategy to win<br />
  • 5. Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  • 6. 1. St. Luke’s PTM are everybody who can pay<br />Demographics (All age groups, M/F, social class AB, C1)<br />Lifestyle (Those who care about their health)<br />Behavior (Yearly check-ups)<br />
  • 7. Influencing Buyer Behavior<br />When I am healthy I can do a lot more of things<br />I am healthy, I am normal, I will still belong<br />I am healthy and I can feel at peace<br />
  • 8. 2. My PTM’s NWE<br />Adults need<br />A regular check-up to be secure, to be able to belong, self-actualization<br />Patients choose St. Luke’s<br />Brand, quality of equipment, and credibility<br />Patients expect<br />Credible results, one time diagnosis<br />
  • 9. 3a. St. Luke’s has many formidable competitors<br />Direct: Medical City, Asian Hospital, Makati Med, Cardinal Santos<br />Indirect: Iridology, Faith Healers<br />Variables: Price, quality, location, brand<br />
  • 10. St Luke’s Unique positioning shown in this competitive map<br />Map compares relatively the categories<br />
  • 11. 4. St. Luke’s capitalizes on best price and best product<br />St. Luke’s is the only hospital<br />To actively promote on TV, radio and Print ADS<br />To show that they have low prices<br />To show that they have the latest and best equipment<br />No other hospital does this<br />Others focus on best quality<br />
  • 12. 5. Market Size<br />No data available<br />
  • 13. The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  • 14. 6a. Health Care systems<br />Indirect Competitors:<br />Direct Competitors:<br />
  • 15. 6b. Product Description<br />St Luke’s is a tertiary hospital that caters to the AB and C1 class<br />It has state-of-the-art technology and it is also JCI accredited <br /> Latest expansion to Fort Global city for latest facilities and to accommodate more people<br />
  • 16. 7. Price<br />No data available for actual pricing<br />Comparatively cheaper than competitors<br />Around 30 to 40% cheaper than competition<br />Utilizing best price strategy<br />
  • 17. 8a. Promo<br />Advertising<br />Print Ads, TV ads, <br />Internet Advertisement<br />http://www.youtube.com/watch?v=9-2fmUsWEmU<br />Advertising with popular celebrites<br />Sales Promotions<br />Discounted rates<br />Marketing abroad<br />
  • 18. 8a. Competitor Promo<br />Advertisements of other hospitals do not show promos like discounts on price<br />
  • 19. 9. Place<br />Located in Taguig in The Fort Global City<br />Also in E. Rodriguez Quezon City<br />
  • 20. 10. Winning strategy<br />St Luke’s tries to capture the larger crowd with the addition of the new hospital<br />It has excellent, best priced, quality service with top of the line equipment situated in tactical areas<br />
  • 21. Summary<br />
  • 22. 5 Steps for Part 1 (PTM and positioning)<br />St. Luke’s PTM are everybody who can pay<br />They need a regular check-up and quality service for a cheap price<br />Can choose Medical City, etc.<br />Gap is all other hospitals focus on quality service at a high cost<br />5. No data available<br />
  • 23. 5 Steps for Part 2 (Marketing Mix &amp; Strategy<br />Latest technology and newest facilities<br />Is at par with prices of others but as of late, 50% cheaper due to promotions<br />TV, radio, print ads<br />2 Tertiary centers – Taguig and Quezon City<br />Uses best price and best product strategy to win<br />

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