Marketing Plan - Aestethicos

1
10 STEP
Marketing Plan for
Aestethico
Functional Medical Designs
Mark Arthur M. Martinez
August 21, 2015
Ateneo School of Medicine and Public Health
www.marketingmartinez.blogspot.com

This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

1. Aestethicos PTM are health care workers (doctors, nurses, students,
health care workers) who are in need of functional design that is
aesthetically pleasing for personal medical equipment.
2. For those who want to differentiate themselves from the monotony of
personal medical equipment with improved functionality.
3. Competitors include: Melafied co., 3M Littmann parts and
accessories, and others (makeshift).
4. The gap is that there are only a handful of services that can
personalize and create functional designs for those who are in the
healthcare services. Usual accesories are limited to name tags and
spare parts. No current innovations.
5. There are millions of doctors, nurses, medical students, nursing
students, and health care workers currently in the Philippines.
Steps 1 to 5
Attracting various health
workers

6. Stethoscope accessories, pocket
organizers, personalization of equipment
and
7. Is of variable cost depending on the service
and product
8. Use of direct selling and
9. Sold at major hospitals, universities and
bambang
10. Uses a niche approach to win
Steps 6 to 10
Personalized and functional

 Demographics – 18 y/o to 60 y/o, Both
genders, middle to upper class, single or
married
 Health workers [doctors, nurses, students
and health workers]
 Uncommon to buy such products due to the
lack of similar stores in the Philppjawwa.
1. Aestethico, a company
driven by innovation

Describe your PTM needs
6
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
Can be used to protect
from thieves
Source of friendship and a
sense of connection
The need to be a unique
individual

2. PTM’s needs, wants &
demands
Needs: The need for functional designs forfa personal
medical equipment. The need to individualize and
show personality through the use of our products.
Wants: Aestethicos is a pioneer in the personal medical
equipment innovation that is present in the Philippine
market.
Demands: you should expect good quality products that
is unique and personalized to your own needs

3a. Direct and indirect
products that address my
PTM’s NWD
 Melafied co., 3M Littman accessories
 Quality, availability, cost and
functionality

4. Identify the gap between
customers and competition
Aestethicos is the first and only physical shop
that caters to personal medical equipment
development and functional design
It is the first shop that caters to equipment
development and functional design
design/product catalogue – application –
release of final product

5a. Estimate the market size
using competitor data
Currently melafied co. controls the student
market in Ateneo school of medicine and
public health. Recent promotions has shown
fast sales and involvement of residents and
consultants
Other known accessories are from online shops
out of the country and makeshift accessories
from various stores

5b. Estimate the market size
using company data
1. Currently melafied co. currently
controls the market but limited to
name tags.
2. Approximately 100 students and
doctors has avail of melafieds service.
3. Majority are company products that
are makeshift by health workers.

5c. Estimate the market size
using customer data
• A physician/nurse
• Use a stethoscope and other makeshift personal
equipment daily for duties, outpatients and the ER
• Students [medical/nursing]
• Use a stethoscope and other makeshift personal
equipment at a lesser degree compared to
registered physician or nurses but are eager
buyers.
• Other healthworkers
• Midwives and other community health volunteers
who are involve in primary health care.

5. Decide on market size in
pesos, not in number of
people
company sales
Melafied co. P20,000
3M Littman P5,000,000
Others P2,000, 000

6a. Photo of product category

6a. Show how product looks
vs. competition

6b. Product Description
Products:
 Stethoscope skins
 Attachable name tags, calculators,
alcohol dispensers, sound recorder, etc
 Personalized ear bud to fit every ear
 Functional and aestheticaly pleasing
diaphragm and bell covers

7. Price
 Affordable and easy to use and install
 Diverse products which can be
personalized to the users wildest
dreams. Not limited to the catalogue
 Price is higher by 30-50%, made with
quality materials and of ergonomic
design

8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
Mass
1.Events and
experiences
2.Sales Promotion
Personal
1.Word of mouth
2.Personal selling

8a. Your products
Promotions
 Present products to various hospitals,
universities and health units
 Advertise in different forms of social media
 Make an online catalogue on a blog
 Advertise in medical forums

8a. Events and experience
Talk to the right audience

8a. Public relations
promotion
Talk to the right audience

8a. Public relations
promotion
Talk about it and get talked about

8b. Competitor promo
Competitors usually focuses on online
stores and word of mouth.
So increasing coverage and adding
events to launch new products would
give the Aestethicos an advantage over
the competition

9. Place
 Store location
 Bambang, Manila
 MATI 8011
 All over metro manila, but for expansion
to major cities
 Online store
 Cash and crecit transaction

10. What is the generic
winning strategy?
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation

Innovative, unique and ergonomic designs
 Niche

First to provide walk-in services for
personalization and designing of personal
medical equipment

26
SUMMARY

1. Health professionals/health workers
2. Personalization and function
3. Melafied. Co. and 3M littmann
4. No physical store in the market
5. The market size is approximately
>P5million
Steps 1 to 5
Aestethico PTM and market

6. Unconventional, unique, creative and functional
tools and personalization of personal medical
equipment (ie. Stethoscope) for everyday use
7. Is priced about 30-50% higher than current
brands
8. Uses events and experiences and word of
mouth
9. Disributed in metro manila and in hosiptals and
universities
10. Use of a niche and differentiation approach
Steps 6 to 10
Aestethico marketing mix &
strategy

Marketing Plan - Aestethicos

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