10 Step Marketing Plan

1. The 10 Step Marketing Plan
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
2011 Edition
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.

2. 2
10 STEP
Marketing Plan for
Happy Children’s Clinic
Natalie Emma Salazar Griffin
August 21,2015
Product
Photo here
s www..com

3. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

4. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. Describe the primary target
market (PTM)*
 Demographics
 Age: 25-50
 Sex: Females and males
 Social class: Middle to Upper class
 Marital Status: Married/Divorced
 Lifestyle
 Working parent(s), housewife, health advocates
 Behavior (when consumed, how much, how frequent, special
concerns)
 Monthly check ups, quality service
 Special concerns for developmentally delayed children, life
threatening illnesses, psychological patients

6. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow

7. Describe your PTM needs
7
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

8. 2. PTM’s needs, wants &
demands
Needs: Health, Safety, Social,
Wants: good health service, comfort for the child,
trustworthy pediatricians, updated health
information, vaccinations, medications/vitamins
Demands: healthier status, best well-being
outcome of the child, happy child, optimal
quality of health services, clean & fun clinic,
convenient, safe

9. 3a. Direct and indirect
products that address my
PTM’s NWD
 Direct:
 MedMom, Philippine Children’s Medical Center,
Pioneer Community Pediatric Clinic Inc., Baydid
Pediatric Clinic
 Indirect
 Health insurances, school clinics, healthy lifestyle
 Variables:
 Price, location, facilities, services, health concerns,
advertisement, seasonal illnesses, accredited
physicians

10. 3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants

11. Example of a 2x2 competitive
position map for toothpaste
Price/Quality of
Health Service
Low Price
Php
200/sessioi
n
Mid Price
Php
500/session
High Price
Php 750/
session
Usual medical
check up
Usual medical
check up +
snacks +
playtime +
reading
Baydid
Pediatric
Clinic
Happy
Children’s
Clinic
Pioneer Community
Pediatric Clinic
Price vs. Quality Matrix
PCMC
MedMom

12. Example of a benefit positioning
vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
as of 2011
Functional
Benefit
PCMC Baydid
Pediatric Clinic
Pioneer
Community
Pediatric Clinic
MedMom Happy
Children’s Clinic
Check up &
Diagnosis
Treatment &
Prevention of
illness
Focus on
growth &
development
Interaction
with other
children
Health
education &
promotion

13. 4. Identify the gap between
customers and competition
 Lack of a safe pediatric clinic
 With high quality physicians
 Where children look forward to going
 Children can be left behind (“day care”)
 Can play, eat, learn and interact with others
 Development & Growth
 Holistic perspective
 Medical, Psychological, Social, Education
 Overall Well Being

14. 5a. Estimate the market size
using competitor data
AAP analysis of 2000 to 2004 Medical Expenditure
Panel Survey.

15. 5b. Estimate the market size
using company data
 No known value yet of the prodcut
 Estimates sales = Php 21,600,000
 Probable market share = 1%
 Market size = 21,600,000/0.01 =
2,160,000,000

16. 5c. Estimate the market size
using customer data
1. 1 session = Php 750
 Estimate 50 patients per day
 Per day: Php 750 x 100 = PhP 75,000
 Per household (2 children) = PhP
150,000

17. 5. Decide on market size in
pesos, not in number of
people
1. Competitor data= $117.2 B
2. Company data = Php 2,160,000,000
3. Customer Usage data = 499,766.40
Population of Makati, 0-17 y/o: 173,530
(Source: http://www.makaticity.com/population/)
173,530 x 0.01 x (6 days x 4 weeks x 12 months) = 499,766.40

18. 6a. Photo of product category

19. 6a. Show how product looks
vs. competition
Direct competitor: Indirect competitors:
School clinic
Health insurance
Actual Product:

20. 6b. Product Description
 Happy Children’s clinic is the first and only pediatric clinic that
provides a holistic treatment
 Medical: high quality physicians (min 10 year practice,
trained locally & abroad, annual exam)
 Developmental: psychologist & developmental specialist
present
 Social: activities held twice a week (e.g. painting, drawing,
sports, etc.), playground available
 Education: daily reading, hygiene and basic health
promotion classes
 Well being: offers day care services where children can stay
for the day after/before consult
 Information available on brochures, facebook and website

21. 7. Price
 1st session = 1,000
 Php 750 per succeeding session
 Day care service: Php 500
 Weekly activities: Php 200
 Happy Children’s Clinic is priced 47% higher than the
other direct competitors (on average) to maximize
profit
 Pricing strategy used is Premium pricing
 Price is set high to reflect exclusiveness of the
product (nothing else like it in the market)

22. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
2
1
3
4
5

23. 8a. Samples of Promo
Brochures
Your child deserves the best care
Your child deserves to be happy
Visit Happy Children’s Clinic now!
We don’t just treat your child medically,
we care about their well-being too 

24. Advertising (media blast)

25. Billboards
Because your
child deserves
only
the best

26. Public Relations
(tie ups)

27.  Word of mouth & conferences

28. Events & Experiences

29. Direct Marketing
+

30. 8b. Competitor promo
Happy Children’s communication stands
out because it caters to the whole
population and especially the PTM
through several ways unlike its other
competitors

31. 9. Place
 Where is your product available?
 3 locations: Alabang, Makati, Quezon City
 Can be contacted during office hours (8 AM
to 5 PM, Mondays to Saturdays) &
cellphone (24 hours)
 Facebook page will have recent updates
and announcements
 Can also book online on the website

32. 10. What is the generic
winning strategy?
Dominate the niche
 Unique services caters to the needs and
wants of parents
 Quality of service is like no other
(money’s worth)
 Convenience
 Expertise

33. 33
SUMMARY

34. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

35. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy