ASUNCION, ENATSU, GENEROSO, LEEHOK, REYES

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ASUNCION, ENATSU, GENEROSO, LEEHOK, REYES

  1. 1. KIDNEY ZEN Revitalizing YOU and your kidneys
  2. 2. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  3. 3. <ul><li>1. Kidney Zen caters to dialysis patients </li></ul><ul><li>2. Who don’t want to go to the hospital; </li></ul><ul><li>who want added value and service </li></ul><ul><li>3. Can choose to go to a hospital or stand-alone centers </li></ul><ul><li>4. No one offers the added service we offer; others focus on dialysis alone </li></ul><ul><li>5. Market size: 88,000 needing dialysis (San Juan, Pasig, Q.C.). </li></ul><ul><li>Niche market: 8,000 </li></ul>1 st 5 steps PTM and Positioning
  4. 4. <ul><li>SERENITY Package (dialysis + spa, facial, massage) </li></ul><ul><li>BLISS Package (dialysis + game room/movie room) </li></ul><ul><li>SOUL Package (dialysis +Healthy GOURMET meals) </li></ul><ul><li>7. At par with other Class A hospital based dialysis centers </li></ul><ul><li>8. Print ads, telecommunications, word of mouth, event sponsorships, E-marketing </li></ul><ul><li>9. Greenhills area </li></ul><ul><li>10. Niche market approach </li></ul>2 nd 5 steps Marketing Mix & Strategy
  5. 5. Positioning to the Primary Target Market <ul><li>Part 1: Step 1 to 5 </li></ul>
  6. 6. 1. Kidney Zen targets dialysis patients who want to be pampered… <ul><li>Demographics (patients with Chronic Kidney Disease, needs dialysis , Social Class AB , living in San Juan, Q.C. Pasig area) </li></ul><ul><li>Lifestyle (does not want to get bogged down in the hospital; DEPRESSING </li></ul><ul><li>Behavior (always looks at value for money, enjoys the luxuries in life) </li></ul>
  7. 7. Gives them esteem , recognition, and pleasure So that they can do more in life Need dialysis treatment
  8. 8. <ul><li>Need : </li></ul><ul><li>Physiologic needs: health (dialysis) </li></ul><ul><li>Safety : safe treatment </li></ul><ul><li>Social needs: friends, a group </li></ul><ul><li>Esteem needs: recognition of their stature </li></ul><ul><li>Actualization needs: so that they can do more with life </li></ul>2. Needs, Wants, Expectations
  9. 9. <ul><li>Want: comfort, value, service , entertainment, ambiance, leisure, they want MORE ! </li></ul><ul><li>Expectation: value for money , good service, service par excellence (Dialysis +++ and MORE!) </li></ul>2. Needs, Wants, Expectations
  10. 10. <ul><li>Hospital Based: The Medical City, Cardinal Santos, St. Luke’s </li></ul><ul><li>Stand-alone : Renal Care, Hemotek, </li></ul><ul><li>Variables: Price, package, operating hours, service quality, add-on services, location </li></ul>3a. Kidney Zen has many established competitors
  11. 11. 3b. Kidney Zen targets the niche: high price, high quality of service KIDNEY ZEN THE MEDICAL CITY ST. LUKES CARDINAL SANTOS RENAL CARE HEMOTEK Price High Mid Low Quality Service High Good Basic Add- on services   Location Standalone,Greenhills Hospital-based, Pasig Hospital Based, QC Hospital-based, Greenhills Stand alone, QC Operating hours Monday to Sunday 4 shifts Monday to Sat, 3 shifts Monday to Sat, 2 shifts Packages Serenity Bliss SOUL none Re-use package
  12. 12. 3b. Kidney Zen covers the niche market, high price and quality with add-on services Hemotek, Renal Care The Medical City, St. Luke’s Kidney Zen : BLISS, SOUL Cardinal Santos Kidney Zen : SERENITY PRICE/SERVICE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price
  13. 13. <ul><li>Kidney Zen is the ONLY dialysis center that gives ADDED SERVICE! </li></ul><ul><ul><li>SPA and massage </li></ul></ul><ul><ul><li>game/entertainment room/movie room (mahjong, poker, DVD movies) </li></ul></ul><ul><ul><li>HEALTHY Gourmet food </li></ul></ul><ul><ul><li>* All while you are hooked to the dialysis machine! </li></ul></ul>4. Kidney Zen positions strong on a niche market opportunity
  14. 14. <ul><ul><li>No other dialysis center offers the same service </li></ul></ul><ul><ul><li>All others focus on basic dialysis, </li></ul></ul><ul><ul><li>reducing cost, and making profit </li></ul></ul><ul><ul><li>Kidney Zen revitalizes YOU and your kidneys </li></ul></ul>4. Kidney Zen positions strong on a niche market opportunity
  15. 15. <ul><li>The Medical City : 200 patients/month </li></ul><ul><ul><li>200 patients x 3 sessions per week x 4 weeks = 2,400 sessions </li></ul></ul><ul><ul><li>P6,000 /session x 2400 sessions = P14.4M gross monthly income </li></ul></ul><ul><ul><li>P172M gross yearly income </li></ul></ul>5a. The Medical City has a P172M market
  16. 16. <ul><li>Hospital X: private, tertiary hospital in QC / 150 patients/month </li></ul><ul><ul><li>100 patients x 3 sessions/week x 4 weeks = 1200 sessions </li></ul></ul><ul><ul><li>P3,000/session X 1200 sessions </li></ul></ul><ul><ul><li>= P3.6 M gross monthly income </li></ul></ul><ul><ul><li>P43.2 M gross annual income </li></ul></ul>5a. Hospital X has a P43M market
  17. 17. <ul><li>Kidney Zen projected data: 100-200 dialysis patients in 1 month </li></ul><ul><li>Total of 1,800-2400 dialysis sessions in a month </li></ul>5b. Based on projections, Kidney Zen will cater to 100-200 patients, a P100M market
  18. 18. <ul><li>Population of San Juan: 125,338 </li></ul><ul><li>Population of Pasig City: 617,301 </li></ul><ul><li>Population of QC: 2,670,000 </li></ul><ul><li>Total: 3,300,000 </li></ul><ul><li>CKD Stage 5 incidence: 2.6% (NNHeS 2004) </li></ul><ul><li>85,000 need dialysis </li></ul>5c. Niche market estimation…
  19. 19. <ul><li>85,000 need dialysis </li></ul><ul><li>10% class AB </li></ul><ul><li>8,500 niche market </li></ul><ul><li>Target : 100 patients x 3 sessions/week x 4 weeks </li></ul><ul><li> =1200 sessions x 7000 </li></ul><ul><li> = P8.4M gross monthly income </li></ul><ul><li> = P100M annual gross income </li></ul>5c. Niche market estimation…
  20. 20. The Marketing Mix Strategy <ul><li>Part 2: Step 6-10 </li></ul>
  21. 21. 6a. Kidney Zen SERENITY BLISS SOUL Dialysis Center
  22. 22. 6a. Competitors Hospital X Hemotek
  23. 23. <ul><li>Kidney Zen is a high-end hemodialysis center that provides add-on services to the basic dialysis treatment </li></ul>6b. Kidney Zen is a premium dialysis center Serenity Bliss Soul
  24. 24. <ul><ul><li>SERENITY package: P6,000 </li></ul></ul><ul><ul><li>BLISS Package: P 6,500 </li></ul></ul><ul><ul><li>SOUL package: P7,000 </li></ul></ul>7. Price: Kidney Zen is premium priced and benchmarked against The Medical City
  25. 25. <ul><ul><li>Kidney Zen is benchmarked against The Medical </li></ul></ul><ul><ul><li>City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek </li></ul></ul>7. Price: Kidney Zen is premium priced and benchmarked against The Medical City
  26. 26. <ul><li>Word of mouth </li></ul><ul><li>Print Ads </li></ul>8. Making Kidney Zen Well-known
  27. 27. 8. Making Kidney Zen Well-known
  28. 28. 8. Making Kidney Zen Well-known
  29. 29. 8. Making Kidney Zen Well-known Gift Certificates
  30. 30. <ul><li>Wellness Event Sponsorship </li></ul><ul><li>Tie-ups with doctors </li></ul>8. Making Kidney Zen Well-known
  31. 31. 8. Making Kidney Zen Well-known <ul><li>E-marketing </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Search Engines </li></ul></ul><ul><ul><li>Others: Twitter </li></ul></ul>
  32. 32. 8. Making Kidney Zen Well-known
  33. 33. 8. Making Kidney Zen Well-known
  34. 34. 8. Making Kidney Zen Well-known
  35. 35. 8. Making Kidney Zen Well-known
  36. 36. 8b. Competitor’s promo: St. Luke’s
  37. 37. 8b. Competitor’s promo: The Medical City
  38. 38. 8b. Competitor’s promo: Hemotek
  39. 39. 8b. Competitor’s promo:Renal Care
  40. 40. <ul><li>Greenhills, San Juan </li></ul><ul><li>We are accessible to residents of San Juan, Quezon City, and Ortigas Pasig area </li></ul>9. Kidney Zen is strategically located at Greenhills area
  41. 41. 9. Kidney Zen is strategically located at Greenhills area Wack Wack Village Forest Hills Village Olympic Village San Antonio Village Saint Ignatius Village Rolling Hills Village Lemax Village Cinco Hermanos Village Corinthians Subdivision Greenhills Subdivisions Valle Verde 1-6 Subdivisions Greenmeadows Subdivision
  42. 42. <ul><li>Strategy: </li></ul><ul><li>to target Class A & B patients </li></ul><ul><li>who need dialysis treatment </li></ul><ul><li>who want excellent service </li></ul><ul><li>excellent, unique, premium priced product Outside of a hospital </li></ul>10. Kidney Zen targets a niche market
  43. 43. Kidney Zen Monitoring <ul><li>Patient feedback </li></ul><ul><ul><li>Satisfaction index </li></ul></ul><ul><ul><li>Areas to improve on </li></ul></ul><ul><li>Accreditation </li></ul>
  44. 44. Kidney Zen Corporate Social Responsibility <ul><li>5% from packages/promos </li></ul><ul><ul><li>Projects for the poor </li></ul></ul><ul><ul><ul><li>medical missions </li></ul></ul></ul><ul><ul><ul><li>free dialysis services </li></ul></ul></ul><ul><ul><ul><li>free health information seminars </li></ul></ul></ul><ul><li>Recycling of waste products </li></ul><ul><ul><li>Water recycling </li></ul></ul>
  45. 45. Summary
  46. 46. <ul><li>1. Kidney Zen caters to dialysis patients </li></ul><ul><li>2. Who don’t want to go to the hospital; </li></ul><ul><li>who want added value and service </li></ul><ul><li>3. Can choose to go to a hospital or stand-alone centers </li></ul><ul><li>4. No one offers the added service we offer; </li></ul><ul><li>others focus on dialysis alone </li></ul><ul><li>5. Market size: 88,000 needing dialysis (San Juan, Pasig, Q.C.). </li></ul><ul><li>Niche market: 8,000 </li></ul>1 st 5 steps PTM and Positioning
  47. 47. <ul><li>SERENITY Package (dialysis + Spa, facial, </li></ul><ul><li>massage Treatment) </li></ul><ul><li>BLISS Package (dialysis +game room/movie room) </li></ul><ul><li>SOUL Package (dialysis +Healthy GOURMET meals) </li></ul><ul><li>7. At par with other Class A hospital based dialysis centers </li></ul><ul><li>8. Print Ads, word of mouth, event sponsorships </li></ul><ul><li>9. Greenhills area </li></ul><ul><li>10. Niche market approach </li></ul>2 nd 5 steps Marketing Mix & Strategy
  48. 48. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  49. 49. KIDNEY ZEN Revitalizing YOU and your kidneys
  50. 50. Legend <ul><li>Villages near Greenhills Shopping Center </li></ul><ul><li>Wack Wack Village -Wack-Wack Greenhills, Mandaluyong City  1.5 km S </li></ul><ul><li>Forest Hills Village -157 Edsa , Mandaluyong (02) 726 2521 ‎  1.8 km S </li></ul><ul><li>Olympic Village -General Araneta Avenue Araneta Center , Quezon City (02) 911 2892 ‎  2.2 km N </li></ul><ul><li>Olympic Village -Julia Vargas Avenue , Mandaluyong (02) 633 8179 ‎  2.2 km S </li></ul><ul><li>San Antonio Village -Manila  3.0 km S </li></ul><ul><li>Saint Ignatius Village -Quezon City  2.7 km NE </li></ul><ul><li>Rolling Hills Village -9th, Quezon City  3.0 km NW </li></ul><ul><li>Olympic Village -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 5496 ‎  3.5 km S </li></ul><ul><li>Lemax Village Collection -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 7080 ‎  3.5 km S </li></ul><ul><li>Cinco Hermanos Village -Maj. Santos Dizon Street, Marikina City  3.6 km NE </li></ul>
  51. 51. <ul><li>http://www.zazzle.com/cr/design/pt-profilecard/?customize_it=true&pd=240382942510496204&size=business&media=thick_plainwhite&front=business_front_horz&back=business_back_horz&mode=fit&get_started_dialog=false </li></ul>

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