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Mitera - Marketing: a marketing project promoting a business, called Mitera, a specialized hospital for pregnancy and motherhood.

Mitera - Marketing: a marketing project promoting a business, called Mitera, a specialized hospital for pregnancy and motherhood.

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  • 1. The Mother’s Place
  • 2. Mission of Our mission is to be the high quality convenient maternity care provider center in order to satisfy all mother-to-be and newly mothers’ needs and wants during and also after their pregnancy period. We hope that every mother would stay healthy and deliver the baby safely, by providing our best professionally services and products. Goal of Our goal is to be perceived as number 1 in high quality convenient maternity care provider center in Thailand.
  • 3. Objective of
    • Our employees are well trained and superior in quality, knowledge, language use and service mind
    • Build warm and comfy environment
    • All needs and wants of maternity are serving here
    • Solve the right customer’s problem and serve the right customer’s needs and wants
    • Impression all customer and build good relationship during and post purchasing
  • 4. Current Marketing Situation
    • Decreasing in pregnancy rate in Thailand due to the change of…
      • people’s lifestyle
      • people’s attitude
      • higher education
      • higher cost of living
    • Birth rate in Thailand per year ≈ 800,000
    • Decreasing in infant mortality rate in Thailand due to…
      • higher education
      • advancement in medical technologies
    • Increasing numbers of health conscious people
  • 5. Segmentation : Geodemographic Target Marketing Positioning : High quality convenient maternity care provider center
    • Target : Niche market = Mother-to-be and newly mothers with…
          • moderate – high income
          • lower middle class – upper upper class
          • urban area resident
  • 6. SWOT Analysis THREAT OPPORTUNITY WEAKNESS STRENGTH
    • Pioneer in this business
    • Location
    • High Quality
    • Convenience
    • One-stop center
    • Variety of products
    • High price for products and services
    • Pregnancy rate
    • Birth rate
    • Competitors
    • Economic
    • Health
    • War
    • Demographic
    • Economic
    • Trend
  • 7. Competition Review Hospitals : Obstetrics and midwifery Specialized stores : Fitness center, Spa, Salon, Day care, Book stores, Café, Furniture stores Department stores : Clothing section, Baby section, Toys Section, Furniture section
  • 8. INTERNAL MARKETING HOLISTIC MARKETING SOCIALLY RESPONSIBLE MARKETING RELATIONSHIP MARKETING INTERGRATED MARKETING Marketing Strategy
  • 9. INTERNAL MARKETING
    • CEOs treat employees like family
    • Annually efficiency developing seminar
    • Carry on brand building to help employees understand and be enthusiastic about brand promise
    • Policy supporting employees’ work
    • Policy on serving customers ethically
    • Think consumer
  • 10. INTERGRATED MARKETING PRODUCT PRICE CHANNEL IMC
  • 11. Product
    • Products and services are differentiated
      • distinctive
      • superior
      • preemptive
    • Products and services are based on our survey to satisfy customer needs and wants
  • 12. Mother’s Products Baby’s Products
    • Mother’s Clothing and Accessories
    • - Maternity Business Wear
    • - Maternity Casual Wear
    • - Maternity Formal Wear
    • - Maternity Intimate Apparel
    • - Maternity Swim Wear
    • - Maternity Shoes
    • - Designer Diaper Bags
    • Mother’s Body Care Product
    • Baby’s Clothing
    • Baby’s Product
    • - Bathtubs & Baby Care
    • - Books & Toys
    • - Bottles & Pacifiers
    • - Bouncers & Swings
    • - Breast Feeding Supplies
    • - Car Seats
    • - Diapers & Potties
    • - Highchairs
    • - Monitors & Safety
    • - Strollers & Joggers
    • Personalized Baby Furniture
    • - Cribs
    • - Furniture
  • 13. Mother’s Products
  • 14.  
  • 15. Baby’s Products
  • 16.  
  • 17.  
  • 18. Services
    • Mitera Parenting Classes
    • - Childbirth prep
    • - Infant CPR
    • - Infant Massage
    • - Infant Sign Language
    • - Sibling prep
    • - Baby Intelligent Developing Class
    • Mitera Fitness Center
    • - Maternity Fitness Course
    • - Water Fitness Course
    • - Maternity Yoga Course
    • - Shape Up With Baby Course
    • - Mother and Baby Exercise
    • Mitera Photo Studio
    • Mitera Nail Salon and Massage
    • Mitera Café and Book Club
    • Assorted Medical Conditions
    • Nutrition Counseling
    • Emotional Counseling
    • Product delivery
    • Baby sitting
  • 19. Services
  • 20. Price
    • Value-based pricing strategy
    Customers Value Price Cost Product
  • 21. Channel
    • Direct channel through…
      • Mitera store at Thonglor
      • Mitera website
      • Mitera call center
  • 22. IMC
    • Advertising
      • women magazine
      • expressway billboard (Plernchit, RamaIX)
    • Sales Promotion
      • members will receive 5% discount on Mitera’s services, and 10% discount on Mitera’s products
      • customers who take more than 3 classes or courses will receive 10% discount on Mitera’s services
    • Public Relations
      • women TV program
      • health TV program
      • mother TV program
  • 23. Magazines TV Shows
  • 24. SOCIALLY RESPONSIBLE MARKETING
    • Donation
    • 3% of every year profits will be donated to…
      • orphanage and disabled children
      • economically disadvantage mother-to-be
      • women with breast cancer and uterus cancer
  • 25. RELATIONSHIP MARKETING
    • Customer Relationship Management
    • Serve all customers with warm welcome
      • create friendly atmosphere
      • provide welcome drink
      • provide interpreter for non-Thai speaking customers
      • provide overall information about Mitera
      • let new customers tour Mitera center
      • provide healthy snacks and drinks after each class
      • let customers evaluate Mitera products and services
    • Collect customers data
      • send thank you card to all first time visiting customers
      • send Birthday card to all members
      • send Birthday present only to VIP members
      • send card and gift voucher only to the newly mother
  • 26. Sensory Branding
    • Visual Identity - Spa-liked and cozy environment with a lot of trees
    • Sonic Identity - Soft music (use music for baby’s development)
    • Olfactory Identity - Soft scent of clean and fresh flowers
    • Unique Touch and Impression - Welcome drink
  • 27. Action Programs
  • 28. 200,000
    • Marketing Dep.
    • Ad. Agency
    • Continue advertising
    Oct 08 2.2 million
    • All Dep.
    • Open the business
    Sep 08 300,000
    • Market Dep.
    • Ad. Agency
    • Begin advertising for opening
    Aug 08 300,000
    • Human Resources Dep.
    • Professionals
    • Specialists
    • Train employees
    Mar 08 - Jun 08 17 million
    • Marketing Dep.
    • Human Resources Dep.
    • Find suppliers and product agencies
    • Job interview for professionals, specialists, and employees
    Dec 07 - Mar 08 60 million
    • Building Contractors
    • Interior Designer
    • Reconstruction
    • Decoration
    Jan 08 - May 08 Costs Personnel Task Time
  • 29. Future Plan
    • Open new Mitera center in Chiang Mai
    • Open new Mitera shopping boutiques in important cities
    • - Bangkok
    • - Chiang Mai
    • - Phuket
    • - Kon Khan
    • Provide Mitera shuttle bus
    • Arrange special events for special occasions
    • - Children’s day
    • - Mother’s day
    Fifth year Second year
  • 30. Presented by Chingduang Poonnopatam ID#494 53168 28 Juthakarn Thesrak ID#494 53071 28 Keerati Mahaplearkpong ID#494 53059 28 Kittiporn Ansirimongkol ID#494 53036 28 Nattaporn Kaljaruek ID#494 53290 28 Nuttamon Palawongse ID#494 53122 28