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10 Step
Marketing Plan for The Medical
City: Derma and Aesthetic Center
Jose Eduardo D. Legarda
November 30, 2010
Tuesday,...
Primary Target Market:
Value Beauty & Aesthetics
• Demographics (13 years old and above, M/F,
social class AB)
• Lifestyle...
Need,Wants, Demand
• Individuals need to belong, raise self-
esteem, self-actualization
• Individuals choose TMC: Derma an...
Competition
• Direct: St. Luke’s Dermatology and
Aesthetics Center, Asian Hospital’s
Cosmetic Surgery, Belo, Calayan, othe...
St
Luke’s
Brand vs. Equipment
Brand/
Equipment Updated Acceptable Obsolete
Popular
Brand
Unknown
Brand
Belo
TMC Calayan
As...
Brand/
Equipment Secured Acceptable
Not
Secured
High Price
Low Price
St
Luke’s
Price vs. Security
BeloCalayan
TMC Asian
ot...
Market Niche
• TMC Derma and Aesthetic Center offers
patients to have an active role
• to be PARTNERS
Tuesday, November 30...
Market Share
• The estimated market share of Belo is
roughly 50%
• Calayan’s 30%
• The remaining is divided by the many
sm...
Tuesday, November 30, 2010
The Medical City
• The Medical City is a tertiary care hospital
• who’s philosophy revolves addressing the
entire continuu...
• Offers a wide range of Dermatologic and
Aesthetic Services, equipped with one of
the latest technology, handled and care...
Price
• Laser Therapy Underarm
• 1 session - Php2565
• 5 session - Php 12310
TMC priced its laser therapy based on the num...
Promo
• As one of the services provided by The
Medical City, it relies heavily on the Brand
of The Medical City
• Multimed...
Place
• Center for Wellness and Aesthetics, 6th
floor Podium Building,The Medical City.
Tuesday, November 30, 2010
Winning Strategy
• Niche
• Brand Image
Tuesday, November 30, 2010
10 Step
Marketing Plan for The Medical
City: Derma and Aesthetic Center
Jose Eduardo D. Legarda
November 30, 2010
Tuesday,...
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10 step marketing plan tmc dac

  1. 1. 10 Step Marketing Plan for The Medical City: Derma and Aesthetic Center Jose Eduardo D. Legarda November 30, 2010 Tuesday, November 30, 2010
  2. 2. Primary Target Market: Value Beauty & Aesthetics • Demographics (13 years old and above, M/F, social class AB) • Lifestyle (studying, working, has “made-it”) • Behavior (what is beauty, sexy,“in”) Tuesday, November 30, 2010
  3. 3. Need,Wants, Demand • Individuals need to belong, raise self- esteem, self-actualization • Individuals choose TMC: Derma and Aesthetics for its doctors, technology, security, and health • Feel that they are PARTNERS Tuesday, November 30, 2010
  4. 4. Competition • Direct: St. Luke’s Dermatology and Aesthetics Center, Asian Hospital’s Cosmetic Surgery, Belo, Calayan, others • Indirect: Beauty Products, Gyms, Spa’s • Variables: Price, Equipment, Doctors, Availability, Security, Brand Tuesday, November 30, 2010
  5. 5. St Luke’s Brand vs. Equipment Brand/ Equipment Updated Acceptable Obsolete Popular Brand Unknown Brand Belo TMC Calayan Asian others Tuesday, November 30, 2010
  6. 6. Brand/ Equipment Secured Acceptable Not Secured High Price Low Price St Luke’s Price vs. Security BeloCalayan TMC Asian others Tuesday, November 30, 2010
  7. 7. Market Niche • TMC Derma and Aesthetic Center offers patients to have an active role • to be PARTNERS Tuesday, November 30, 2010
  8. 8. Market Share • The estimated market share of Belo is roughly 50% • Calayan’s 30% • The remaining is divided by the many smaller groups, • ...TMC Market Share 1-3% Tuesday, November 30, 2010
  9. 9. Tuesday, November 30, 2010
  10. 10. The Medical City • The Medical City is a tertiary care hospital • who’s philosophy revolves addressing the entire continuum of health needs, patient as equal, informed and empowered partner in pursuit and preservation of health • JCI accredited Tuesday, November 30, 2010
  11. 11. • Offers a wide range of Dermatologic and Aesthetic Services, equipped with one of the latest technology, handled and cared by a skilled team of doctors and nurses Tuesday, November 30, 2010
  12. 12. Price • Laser Therapy Underarm • 1 session - Php2565 • 5 session - Php 12310 TMC priced its laser therapy based on the number of session, at 5 session it’s 70% more expensive than Belo’s. It is 50% less than Calayan’s hair removal package (not priced by # of sessions) Tuesday, November 30, 2010
  13. 13. Promo • As one of the services provided by The Medical City, it relies heavily on the Brand of The Medical City • Multimedia promotions are played within hospital premises • Power of the walking-talking advertisement: Word of Mouth Tuesday, November 30, 2010
  14. 14. Place • Center for Wellness and Aesthetics, 6th floor Podium Building,The Medical City. Tuesday, November 30, 2010
  15. 15. Winning Strategy • Niche • Brand Image Tuesday, November 30, 2010
  16. 16. 10 Step Marketing Plan for The Medical City: Derma and Aesthetic Center Jose Eduardo D. Legarda November 30, 2010 Tuesday, November 30, 2010

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