10 step marketing plan from print ad for diabetasol

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10 step marketing plan from print ad for diabetasol

  1. 1. 10 Step Marketing Plan for By: Mikhail G. Tenazas
  2. 3. <ul><li>1. Target Market: Diabetes Type I & II Patients </li></ul><ul><li>2. NWE: Optimal Glycemic Control </li></ul><ul><li>3. Choice: </li></ul><ul><ul><ul><li>Low-priced &/or </li></ul></ul></ul><ul><ul><ul><li>High-priced low-calorie supplements </li></ul></ul></ul><ul><li>4. Gap: Low-priced high quality supplements </li></ul><ul><li>5. Market Size: No Data </li></ul>Five Steps for Part I
  3. 4. <ul><li>1. Product: Diabetasol from Kalbe Nutritionals </li></ul><ul><li>2. Price: 50% less than other brands </li></ul><ul><li>3. Promotion: </li></ul><ul><ul><ul><li>Broadcast Trimedia </li></ul></ul></ul><ul><ul><ul><li>Diabetasol Breakfast Clubs </li></ul></ul></ul><ul><li>4. Place: Nationwide </li></ul><ul><li>5. Strategy: Straddling </li></ul><ul><li> (Low Cost & High Quality) </li></ul>Five Steps for Part 2
  4. 5. Part 1: Step 1 of 5 Positioning to the Primary Target Market
  5. 6. Primary Target Market <ul><li>Demographics </li></ul><ul><ul><li>People afflicted with Diabetes Mellitus Type I & II </li></ul></ul><ul><ul><li>Belonging to middle-income bracket </li></ul></ul><ul><ul><li>Spans/covers all ages, sexes, genders </li></ul></ul>
  6. 7. Primary Target Market <ul><li>Demographics </li></ul><ul><ul><li>People afflicted with Diabetes Mellitus Type II </li></ul></ul><ul><ul><li>Belonging to middle-income bracket </li></ul></ul><ul><ul><li>Spans/covers all ages, sexes, genders </li></ul></ul>
  7. 8. Primary Target Market <ul><li>Lifestyle </li></ul><ul><ul><li>Blue-collar workers, unemployed, underemployed </li></ul></ul><ul><ul><li>People with unhealthy lifestyles </li></ul></ul><ul><ul><li>Poor eating habits </li></ul></ul><ul><ul><li>Intake of fatty foods </li></ul></ul><ul><ul><li>Poor exercise habits </li></ul></ul>
  8. 9. <ul><li>FOOD </li></ul><ul><li>WATER </li></ul><ul><li>SHELTER </li></ul><ul><li>HEALTH </li></ul><ul><li>Good health enables self-development </li></ul>
  9. 10. <ul><li>Target market </li></ul><ul><ul><li>Needs: physiological (health), self-esteem, self-actualization </li></ul></ul><ul><ul><li>Wants: affordability, good quality, reliability </li></ul></ul><ul><ul><li>Expectations: improvement in symptoms, better health </li></ul></ul>2. Needs, Wants, Expectations
  10. 11. <ul><li>No Data </li></ul>3a. Competitors
  11. 12. <ul><li>Indirect: </li></ul><ul><ul><li>Diet modification, fitness gyms, self-prescription, non-compliance </li></ul></ul><ul><li>Variables: </li></ul><ul><ul><li>Age, price, packaging, frequency and convenience of use, availability, brand popularity </li></ul></ul>3a. Diabetasol has many competitors
  12. 13. <ul><li>2 most critical variables: </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Brand popularity </li></ul></ul>3b. Competitive Position Map
  13. 14. <ul><li>Diabetasol is the only low-calorie supplement that is… </li></ul><ul><ul><li>Effective and of top quality </li></ul></ul><ul><ul><li>Readily found in the market </li></ul></ul><ul><ul><li>Unique in its position </li></ul></ul>4. Diabetasol is positioned as an Effective yet Affordable Low-Calorie Supplement
  14. 15. <ul><li>6. Product </li></ul><ul><li>7. Price </li></ul><ul><li>8. Promo </li></ul><ul><li>9. Place </li></ul><ul><li>10. Generic Winning Strategy Mix </li></ul>Part 2: Steps 6-10
  15. 16. 6a. Photo
  16. 17. <ul><li>Nutritional drink specially formulated to help reduce the risk of diabetic complications, </li></ul><ul><li>Benefits: </li></ul><ul><ul><li>Low Glycemic Index – helps prevent drastic increase in blood glucose level after meals </li></ul></ul><ul><ul><li>Cholesterol free </li></ul></ul><ul><ul><li>Has Chromium Picolinate – a trace mineral that helps the optimal function of insulin in controlling blood sugar level </li></ul></ul><ul><li>Preparation: Available in three flavors: Cappuccino, Chocolate, and Vanilla </li></ul>6b. Product Description
  17. 18. <ul><li>No Data </li></ul>7. Price
  18. 19. <ul><li>No Data </li></ul>Price Comparison
  19. 20. <ul><li>Present Strategies </li></ul><ul><li>Advertising: Television and Radio </li></ul><ul><li>Print Ads </li></ul><ul><li>Public Relations: Diabetasol Breakfast Club </li></ul>8a. Promotion
  20. 21. <ul><li>Advertising: </li></ul><ul><ul><li>Advertise heavily on TV, print, and radio </li></ul></ul><ul><ul><ul><li>Focus on products affordability while emphasizing quality </li></ul></ul></ul><ul><ul><ul><li>Sponsorship of events (seminars, workshops, conferences) </li></ul></ul></ul>Personal Suggestions
  21. 22. <ul><li>Public Relations </li></ul><ul><ul><li>Make Diabetasol Breakfast Club a nationwide campaign </li></ul></ul>Personal Suggestions
  22. 23. <ul><li>Public Relations </li></ul><ul><ul><li>Partnership with NGOs </li></ul></ul><ul><ul><li>Partnership with government programs </li></ul></ul>
  23. 24. <ul><li>No Data </li></ul>8b. Competitor Promo
  24. 25. <ul><li>Diabetasol is available in all Major Drugstores & supermarkets Nationwide </li></ul>9. Place
  25. 26. <ul><li>Low cost products but safe and effective </li></ul><ul><li>Affordable nutritional drink to reduce risks of diabetic complications </li></ul>10. Generic Winning Strategy
  26. 27. <ul><li>5 steps for Part 1 </li></ul><ul><ul><li>Diabetasol target market are diabetic patients in the low to middle-income bracket </li></ul></ul><ul><ul><li>Who want to avoid the complications of Diabetes </li></ul></ul><ul><ul><li>Can choose Diabetasol, etc. </li></ul></ul><ul><ul><li>Gap: Affordable, effective low-calorie supplements </li></ul></ul><ul><ul><li>Market size: No data </li></ul></ul>Summary
  27. 28. <ul><li>5 Steps for Part 2 </li></ul><ul><ul><li>Product: Diabetasol </li></ul></ul><ul><ul><li>Price: 50% lower-priced than competitors; price leader </li></ul></ul><ul><ul><li>Promo: uses TV, radio, print, breakfast clubs </li></ul></ul><ul><ul><li>Place: distributed nationwide in all leading pharmacies & supermarkets </li></ul></ul><ul><ul><li>Generic winning strategy mix: safe, effective, affordable low-calorie supplement </li></ul></ul>Summary

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