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Marketing Plan for Ear Technologies Hearing Aid Center

Marketing Plan for Ear Technologies Hearing Aid Center

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marketing plan for ear technologies marketing plan for ear technologies Presentation Transcript

  • 1
    10 STEP Marketing Plan for (Ear Technologies Inc)
    Frederick Untalan
    June 2010
  • E
    T
    I
    Ear
    Technologies
    Hearing Testing & Hearing Aid Center
    HEARING AID UNITSAUDIOGRAM POCKET AID ACCESSORIES BATTERIES EARMOLD CLEANING  HEARING AID DRYING SIEMENS HEARING AID PROGRAMMING
    DIGITAL PERFECTION.
    BETTER TECHNOLOGY.
    BETTER HEARING.
    The only Hearing Aid Center in Northern Luzon!
  • 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
  • 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 Steps for Part 2(Marketing Mix & Strategy)
    Product:
    >>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
  • 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
    Positioning to the Primary Target Market
    Part 1:
    Steps 1 to 5
  • 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)
  • 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)
  • 2. My PTM’s NWE
    Needs from Maslow’s hierarchy
    Wants determine choice
    Expectations from the product
  • 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.
  • 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
  • 3a. Ear Technologies has many formidable competitors
    Direct:
    Manila Hearing Aid, LedesmaAudiological center, Ear Diagnostics Hearing Aid Center
    Indirect:
    Internet based Hearingaid ordering
    Variables:
    Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand & location of center
  • 3b. Competitive Position Map
    Determine the 2 most critical variables
    Make a position map plotting the different competitors
  • Position Map
    Proximity vs. Brand
    Brand quality
    Proximity to patient
  • 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.)
  • 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.
  • DIGITAL PERFECTION.
    BETTER TECHNOLOGY.
    BETTER HEARING.
    ­BAGUIO:
    3rd Floor (Front of Cinema 2)
    SM City Baguio
    Upper Session Road Baguio City
    (074) 300 – 1972
    DAGUPAN:
    Rm. 24 P&C Fernandez 2 Bldg., Perez Blvd. Dagupan City
    Telefax: (075) 515 – 7850
    TARLAC:
    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
    PAMPANGA
    SM Pampanga
    San Fernando, Pampanga
    ILOCOS NORTE
    Ground Floor 80-888 Realty Bldg.59 Gen. luna St., Brgy. 9, Laoag City 2900Tel: 077-7714913
    Hearing Testing & Hearing Aids
    Ear
    Technologies
    Ear
    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
  • 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
  • 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.
    http://hearingmojo.com/the-seven-sisters-of-the-hearing-aid-industry
  • 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
  • 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
  • 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
    The Marketing Mix Strategy
    Part 2:
    Steps 6 to 10
  • 6a. Photo of product category
    product and competitors
  • 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
    Sophisticated
    Features revolutionary BestSound Technology from Siemens
    Compatible with the Tek wireless enhancement system
    Also suitable for controlling tinnitus
  • Siemens Pure. It hides. You shine.
    Discreet
    Ultra-small RIC (receiver-in-canal) instruments
    16 exchangeable colors for complete individuality
    Instrument functions are fully automatic and inconspicuous
    Innovative
    Features revolutionary BestSound Technology from Siemens
    3 powerful receivers for up to moderately severe hearing loss
    Offers connectivity with the Tek wireless enhancement system
    Unique
    The only rechargeable RIC hearing instrument
    New charger with convenient electronic drying
  • 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
  • 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.
  • 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.
  • 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.
  •  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.
  • 6b. Product Description
    Describe the physical features, specifications, attributes of the product
  • 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.
  • 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
  • 7. Price-
    Ranges from Php 12,000 to 350,000/hearing aid
  • 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
  • 8b. Competitor promo
    Show also how your key competitors communicate
    Their commercials
    Their websites
    And why your communication stands out
  • Manila;lHearing Aid Center
  • Ear Diagnostics
    Hearing Aid Center
    CONGRATULATIONS !
    Manila Branch was just awarded the National Shoppers Choice Award 2005 as No.1 Hearing Aid Center in Manila City.
  • 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.
  • 9. Ear Technologies is distributed in Northern Luzon
    market stalls
    Northern Luzon
    Pick-up by customers
    Cash and credit transaction
  • 10. What is the generic winning strategy?
    Which of the 4 strategies are being used? (bold and underline to most dominant strategy)
    Differentiation
    Niche
  • 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
    SUMMARY
  • 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%
  • 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
    10 STEP Marketing Plan for (Ear Technologies Inc)
    Frederick Untalan
    June 2010
  • 6.Product
    7. Price
    8. Promo
    Mass media
    SP
    A
    PR
    E & E
    P
    DM
    IM
    W of M
    PS
    9. Place
    10.Generic
    1. PTM
    2. NWDemand
    3. Competition
    4. Map
    5. Size
    Company
    Competitors
    cost