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Marketing Plan for Ear Technologies Hearing Aid Center

Marketing Plan for Ear Technologies Hearing Aid Center

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    • 1. 1
      10 STEP Marketing Plan for (Ear Technologies Inc)
      Frederick Untalan
      June 2010
    • 2. E
      Hearing Testing & Hearing Aid Center
      The only Hearing Aid Center in Northern Luzon!
    • 3. 5 Steps for Part 1 (PTM and Positioning)
      Ear Tech Hearing Aid center offers its services to the hearing impaired Class ABCDE
      Who want to hear ‘normally’ & be integrated into the society again
      Can choose:
      Manila Hearing Aid,
      LedesmaAudiological center,
      Ear Diagnostics Hearing Aid Center
      other brands focused in regaining hearing
    • 4. 5 Steps for Part 1 (PTM and Positioning)
      The market size is the entire population of Northern Luzon 1 million
      Eartech has 5 branches in Northen Luzon, having 10 employees. It is the only hearing aid center in Northern Luzon.
    • 5. 5 Steps for Part 2(Marketing Mix & Strategy)
      >>wide range of hearing aid
      >> including hearing aid batteries
      >> clinical audiometry
      Price :
      >> Hearing Aids : Php 12thou – 350thou Audiometry: Php 450-650 HA Batteries: Php 50/piece
    • 6. 5 Steps for Part 2(Marketing Mix & Strategy)
      Promo :
      > PCSO financial support
      > lay-away plans
      Place : Northern Luzon
      Generic Winning Strategy of Mix :
      >> direct referrals from doctor members
    • 7. 7
      Positioning to the Primary Target Market
      Part 1:
      Steps 1 to 5
    • 8. 1.My primary target market (PTM) is..
      Demographics (Age range, sex, social class, marital status)
      Lifestyle (what they do)
      Behavior (when consume, how much, how frequent, special concerns)
    • 9. 1.My primary target market (PTM) is..
      Demographics :
      All age groups belonging to class ABCDE with hearing impairment together
      Lifestyle (need to work/communicate/socialize):
      Behavior (use Hearing aid during waking time for communication & social integration)
    • 10. 2. My PTM’s NWE
      Needs from Maslow’s hierarchy
      Wants determine choice
      Expectations from the product
    • 11.
    • 12. 2. My PTM’s NWE
      The Hearing impaired patient need
      To belong (social), Self-Esteem, Self actualization
      The Hearing impaired patient want
      Safe, affordable, durable, quality & branded hearing aid
      The Hearing impaired patient expects
      Comfort, style, safe & new hearing aid which adheres & follows strict quality control regulations and lasts a lifetime.
    • 13. 3a. Direct and indirect products that address my PTM’s NWE
      List of Competitors products/ brands
      Determine the variables that affect choice of product, brand
    • 14. 3a. Ear Technologies has many formidable competitors
      Manila Hearing Aid, LedesmaAudiological center, Ear Diagnostics Hearing Aid Center
      Internet based Hearingaid ordering
      Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand & location of center
    • 15. 3b. Competitive Position Map
      Determine the 2 most critical variables
      Make a position map plotting the different competitors
    • 16. Position Map
      Proximity vs. Brand
      Brand quality
      Proximity to patient
    • 17. 4. Identify the gap between customers and competition
      Where is the marketing opportunity?
      What NWEs are not being addressed?
      What can be the unique selling proposition for the new product (totally new or repositioned.)
    • 18. 4. Ear Technologies positions strongly in a niche market opportunity
      Ear Technologies is the only hearing aid center
      That offers professional services of ENT doctors conveniently & strategically located in Northern Luzon
      Ear Tech is the exclusive distributor of Seimens Hearing Instruments, makers of quality hearing aid worldwide.
      Eartech offers immediate services to patients needing Hearing care.
      3rd Floor (Front of Cinema 2)
      SM City Baguio
      Upper Session Road Baguio City
      (074) 300 – 1972
      Rm. 24 P&C Fernandez 2 Bldg., Perez Blvd. Dagupan City
      Telefax: (075) 515 – 7850
      2nd Floor, Benin Building
      Zamora Street, San Roque
      Tarlac City, Tarlac
      Telephone #: (065) 982 - 3656
      LA UNION :
      2nd Flr. Manarang – Balingit Bldg.
      Quezon Avenue
      San Fernando City La Union
      Telephone #: (072) 888 – 4686
      SM Pampanga
      San Fernando, Pampanga
      Ground Floor 80-888 Realty Bldg.59 Gen. luna St., Brgy. 9, Laoag City 2900Tel: 077-7714913
      Hearing Testing & Hearing Aids
      Technologies is #1 in niche: most available in
      Northern Luzon
      Clinical Audiometry
      Screening Audiometry
      Hearing Aid Fitting/Dispensing
      Hearing Aid Batteries
      Hearing Aid Programming
      Ear Mould
      Ear Plugs
      Pocket Aid Accessories
      Hearing Aid Drying
      Ear Mould Cleaning
    • 20. 5a. Estimate the market size using competitor data
      Visual Observation
      Almost all ENT doctors in Northern Luzon forms part of Ear Technologies. Most of their patients now get their Hearing aid needs from Earhnologies. Other ENT/EENT doctors also refer their patienst to EarTechnologies.
      Illegal Interview
      Patients coming from other hearing aid centers are asked about the services & the products sold from the other companies
    • 21. The Seven Sisters of the Hearing Aid Industry
      only seven manufacturers control about 90 percent of the worldwide market for hearing aids.
      The hearing aid industry is truly global. Two of the current leaders are based in the U.S., one is based in Switzerland and one in Germany. But the hotbed of hearing aid design and manufacturing is Denmark, home to three of the seven world leaders. These Seven Sisters together sell about $2 billion worth of hearing aids.
    • 22. 5b. Estimate the market size using company data
      Claimed market share :
      >50% of Hearing Aids & Clinical Audiometry services in Northern Luzon comes from & provided by Ear Technologies.
      Guesstimate on market share
      Since no data is available, the number of supportive ENT doctors-members of EarTech has given the company a >50% edge of the market
    • 23. 5b. Estimate the market size using company data
      Historical sales
      since 2003, Ear Tech has slowly emerged as the leading Hearing Aid center in Northern Luzon with 5 major branches from Ilocos Norte to Pampanga.
      Net income of >Php 3-5M / annually
    • 24. 5c. Estimate the market size using customer data
      Usage per day or per year
      More than 1 million hearing impaired patients will need a hearing Aid or at least will require a regular clinical audiometry test.
      Patients will be needing a hearing aid daily for communication & social integration
    • 25. 25
      The Marketing Mix Strategy
      Part 2:
      Steps 6 to 10
    • 26. 6a. Photo of product category
      product and competitors
    • 27. Siemens Life.
      Discreet & elegant
      Small and stylish with ultra thin tubes
      Exchangeable colors that stand out or blend in
      Fully automatic functions for discreet handling
      Fast & flexible
      Instant fitting concept
      Low maintenance and follow up visits
      Easy handling and inexpensive replacements
      Features revolutionary BestSound Technology from Siemens
      Compatible with the Tek wireless enhancement system
      Also suitable for controlling tinnitus
    • 28. Siemens Pure. It hides. You shine.
      Ultra-small RIC (receiver-in-canal) instruments
      16 exchangeable colors for complete individuality
      Instrument functions are fully automatic and inconspicuous
      Features revolutionary BestSound Technology from Siemens
      3 powerful receivers for up to moderately severe hearing loss
      Offers connectivity with the Tek wireless enhancement system
      The only rechargeable RIC hearing instrument
      New charger with convenient electronic drying
    • 29. Comfortable hearing instrumentsEasy and durable hearing solutions for those who want to enjoy every moment of life without worrying about hearing loss.
      Motion Nitrous Lotus Intuis
    • 30. Hearing instruments for children Robust and reliable hearing solutions specially designed for kids to help them explore their world as they grow.
      It's designed to keep them safe while allowing them to discover their world. It's engineered to help kids bond, and still styled to suit their tastes. It's conceived not only to help children hear life, but to free them so that they can enjoy it.
      Discover how Siemens Explorer can help your child explore the magic of childhood as it has others. And learn how such a sophisticated hearing instrument can be so simple to use and care for.
      Siemens Explorer. Made for the most important person in the world. Your child.
    • 31. ConnectivityA range of stylish devices that give you wireless and discreet control of your hearing instruments.
      Siemens Tek™The wireless enhancement for Siemens hearing instruments
      ProPocket™ is Siemens latest generation of remote controls for hearing instruments.
      ePen™Sleek remote that allows you to manually change programs and control volume.
    • 32. ConnectivityA range of stylish devices that give you wireless and discreet control of your hearing instruments.
      Phone AdapterWireless communication wherever you are.
      ePocket™Remote control unit with read out function for volume control setting, program and battery status.
    • 33.  AccessoriesFrom high quality batteries to our unique charger-and-dryer solution. Siemens keeps your instrument in top form.
      eChargerFor rechargable hearing instruments.
      Siemens batteriesLong live batteries which ensure an excellent amplification.
    • 34. 6b. Product Description
      Describe the physical features, specifications, attributes of the product
    • 35.
    • 36. BestSound™ Technology
      BestSound™ Technology is Siemens most advanced digital sound processing system ever developed.
      Packed into each hearing instrument are three new technologies custom-tailored to the needs that matter the most to the wearers.
      SpeechFocus™ - The first directional microphone that automatically selects speech coming from behind you in a noisy situation. Speech focus acts like an acoustic rearview mirror that works automatically to improve speech understanding by up to 40%, improving your sense of safety and confidence.
      SoundLearning® 2.0-  Enjoy the freedom of a completely automated and individualized hearing experience whether you’re listening in quiet, in noise, or enjoying music. You’ll have fewer follow-up fittings and the confidence of knowing you’re hearing exactly as you prefer in varying environments. 
      FeedbackStopper™ - Based on the latest research, FeedbackStopper predicts feedback before it happens and reduces or eliminates it fast. Now, even in the most feedback-prone situations, you won't have to worry about embarrassing and annoying whistling.
    • 37. 7. Price
      Get prices of your product
      Creatively compare vs. competitors across different pack sizes and variants
      Quantify the price difference in % terms vs. competitors
      Conclude on what pricing strategy is being used
    • 38. 7. Price-
      Ranges from Php 12,000 to 350,000/hearing aid
    • 39. 8a. Promo
      Describe what you propose to do
      Advertising (amount, media) – sponsorship in health/medical activities
      Sales Promotions
      Public Relations – involve in Public Service with regards Ear Care & Protection
      Direct Marketing – visit doctor clinics
      Personal Selling
    • 40. 8b. Competitor promo
      Show also how your key competitors communicate
      Their commercials
      Their websites
      And why your communication stands out
    • 41. Manila;lHearing Aid Center
    • 42. Ear Diagnostics
      Hearing Aid Center
      Manila Branch was just awarded the National Shoppers Choice Award 2005 as No.1 Hearing Aid Center in Manila City.
    • 43. LedesmaAudiological Center
      has been in the hearing industry for 24 years.
      Ledesma is the largest hearing aide sales centers in the Philippines with 11 braches nationwide.
      They offer a variety of hearing aid models for all types and degree of hearing loss, a complete laboratory equipment for earmold processing, computerized equipment for programming digital hearing aids and video otoscopy that allows us to identify presence of middle ear pathology-Makati City.
    • 44. 9. Ear Technologies is distributed in Northern Luzon
      market stalls
      Northern Luzon
      Pick-up by customers
      Cash and credit transaction
    • 45. 10. What is the generic winning strategy?
      Which of the 4 strategies are being used? (bold and underline to most dominant strategy)
    • 46. 10. Ear Technologies is a niche leader
      Ear Technologies’ main strategy is to dominate the niche market of the hearing impaired
      It benefits from the doctors’ (members) direct referral
      Has an excellent, wide range quality product distributed in Northern Luzon.
    • 47. 47
    • 48. 5 Steps for Part 1 (PTM and Positioning)
      Ear Tech Hearing Aid center offers its services to the hearing impaired
      Who want to hear ‘normally’ & be integrated into the society again
      Can choose Manila Hearing Aid, LedesmaAudiological center, Ear Diagnostics Hearing Aid Center
      other brands focus regain hearing
      The market size is 80%
    • 49. 5 Steps for Part 2(Marketing Mix & Strategy)
      Product; wide range of hearing aid &including hearing aid batteries
      Price : from 12thou – 350thou
      Promo : lay-away plans, mass media
      Place : Northern Luzon
      Generic Winning Strategy of Mix : direct referrals from doctor members
    • 50. 50
      10 STEP Marketing Plan for (Ear Technologies Inc)
      Frederick Untalan
      June 2010
    • 51.
    • 52.
    • 53. 6.Product
      7. Price
      8. Promo
      Mass media
      E & E
      W of M
      9. Place
      1. PTM
      2. NWDemand
      3. Competition
      4. Map
      5. Size