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VIBES Case Study

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Case study and analysis using the 7 of the 13-P Approach.

Case study and analysis using the 7 of the 13-P Approach.

Published in: Education, Health & Medicine

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  • 1. V ISUALLY I MPAIRED B ROTHERHOOD for E XCELLENT S ERVICES, Inc. A case analysis using the 7 of the13-P Approach Presentation by: Mark Valino 10 May 2010 Ateneo Graduate School of Business
  • 2. 1 st P : POTENTIAL MARKET
    • The set of consumers who profess a sufficient level of interest in a market offer.
    • Low income to lower middle income
    • Male and female
    • Early 30’s and older
    • Busy urban dweller
  • 3. 2 nd P : PRIMARY TARGET MARKET
    • Housewives and working mothers
    • Skilled workers (men, strenuous physical activities at work)
    • Believers of therapeutic/touch healing
    • Charitable people/ who wants to help the blind
  • 4. 3 rd P : POSITIONING
    • Reflexology at low cost
    • Wholesome services
    • Offers different services
    • Accessibility to clients
    • Help blind to gain employment
    • Nation building through therapeutic massage
  • 5. 4 th P : PRODUCT
    • Offers: Swedish, Shiatsu, Reflexology, and Acupressure
    • Different services: Home service, Bed massage, chair massage (whole body and parts)
    • Other programs and services: Corporate massage, trainings, adapted sports for the blind, and musical entertainment
  • 6. 5 th P : PRICE DIFFERENT MASSAGE RATES
    • Affordable pricing schemes
    • Segmentized
    SERVICE BED MASSAGE 1-hour / whole body Php 290.00 30-minutes / body parts Php 170.00 CHAIR MASSAGE 1-hour / whole body Php 220.00 30-minutes / body parts Php 130.00
  • 7. 6 th P : PROMO
    • OFFERS PROMOTIONS
    • Off-peak weekday rates, 10am to 2pm
    • Off-peak weekend rates, 10am to 2pm
  • 8. 7 th P : PLACE
    • STRATEGIC LOCATIONS FIT FOR TARGET MARKET
    • High traffic, urban, and central locations (malls, centers)
    • Locations are likely concentrated with low income to low middle income population
    • (Novaliches, Metro East, Valenzuela, Commonwealth, Tanay, and Baesa, among others)
    • Locations for discriminate market (Manila and Puerto Domestic Airports)
    • Home services in urban areas and
    • one provincial (Palawan)
  • 9. V ISUALLY I MPAIRED B ROTHERHOOD for E XCELLENT S ERVICES, Inc. A case analysis using the 7 of the 13-P Approach Presentation by: Mark Valino 10 May 2010 Ateneo Graduate School of Business

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