10 Step Marketing Plan: Orthopedic Frey

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10 Step Marketing Plan: Orthopedic Frey Arch Supports

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10 Step Marketing Plan: Orthopedic Frey

  1. 1. 10 STEP MARKETING PLAN: ORTHOPEDIC FREY ARCH SUPPORTS Angel Belle C. Dy November 30, 2010 Monday, November 29, 2010
  2. 2. Disclaimer All information from this presentation is solely for classroom exercise. The author has no professional connection with Orthopedic Frey Data gathered and those projected may be fictional Monday, November 29, 2010
  3. 3. Angel Belle C. Dy Orthopedic Frey: Arch Supports • Main target:Athletes • Who want safety and comfort • Can choose from other retail manufactured products (i.e. Dr. Scholl, Nike shoes) • Other brands focus on mass production and providing comfort only • The market size is approximately Php 40 million. Orthopedic Frey covering approximately Php 400,000 STEPPING UP IN ARCH SUPPORTS Monday, November 29, 2010
  4. 4. Angel Belle C. Dy Orthopedic Frey: Arch Supports STEPPING UP IN ARCH SUPPORTS • Product: Orthopedic Frey Arch Supports • Php 3,000 - 5000 per pair • Strategy: educational flyers, events, and company website • Accessible office locations • Uses differentiation technique to step up above its competitors Monday, November 29, 2010
  5. 5. Angel Belle C. Dy Orthopedic Frey: Arch Supports 1 PRIMARY TARGET MARKET • Professional athletes of national teams • Daily training and competitive sports • Requires comfort during and after activities • Prevent injury Monday, November 29, 2010
  6. 6. Angel Belle C. Dy Orthopedic Frey: Arch Supports Self- actualization needs Esteem needs Social needs Safety needs Physiological needs Fig. 1: Maslow’s Hierarchy of Needs I don’t want to be hurt People will look up to me when I perform well I am complete when I reach my full potential with my game 2 NEEDS / WANT/ EXPECTATIONS Monday, November 29, 2010
  7. 7. Angel Belle C. Dy Orthopedic Frey: Arch Supports 2 NEEDS / WANT/ EXPECTATIONS • Athletes look to living the dream and self-actualization • They seek the products that will help them gain rewards for their hard work and achievements • Athletes would choose Orthopedic Frey orthotics for safety and credibility Monday, November 29, 2010
  8. 8. Angel Belle C. Dy Orthopedic Frey: Arch Supports 3 COMPETITORS • Direct competitors: Scholl adjustable arch supports • Indirect competitors: Branded running shoes, Rubber slippers, Crocs • Variables:Age, Price, Brand, Convenience,Availability Monday, November 29, 2010
  9. 9. Angel Belle C. Dy Orthopedic Frey: Arch Supports ORTHOPEDIC FREY ARCH SUPPORTS DIFFERENTIATION: CUSTOMIZABLE AND PRICE Customizable Non-customizable High price Orthopedic Frey Branded running shoes (Nike), Crocs Low price Scholl Monday, November 29, 2010
  10. 10. Angel Belle C. Dy Orthopedic Frey: Arch Supports 4 OPPORTUNITY Customizable to any foot type Internal contacts with sports teams Technical know-how to educate on the necessity of arch supports Good quality materials Available repair Monday, November 29, 2010
  11. 11. Angel Belle C. Dy Orthopedic Frey: Arch Supports • Orthopedic Frey customizes arch supports to the customer’s foot type and size that promotes their safety during their activities (i.e. walking, basketball) • Others focus only on patient’s comfort but may not ensure the aspects of safety -- specific for athletes ORTHOPEDIC FREY ARCH SUPPORTS POSITION: DIFFERENTIATION Monday, November 29, 2010
  12. 12. Angel Belle C. Dy Orthopedic Frey: Arch Supports 5 MARKET SIZE • Claimed market share: 1% of all possible customers • Monthly sales: Php 400,000 (60% of sales) • Approximated market size is 400,000/0.01 = Php 40 million Monday, November 29, 2010
  13. 13. Angel Belle C. Dy Orthopedic Frey: Arch Supports 6 PRODUCT GALLERY Orthopedic Frey Branded shoes Dr. Scholl Monday, November 29, 2010
  14. 14. Angel Belle C. Dy Orthopedic Frey: Arch Supports 6 THE PRODUCT • Orthopedic Frey Arch Supports are customized to the specific foot type and size of the user • Technicians of these products are trained in orthotics and prosthetics. • All products are hand-crafted using imported materials • All materials used do not hold health hazard Monday, November 29, 2010
  15. 15. Angel Belle C. Dy Orthopedic Frey: Arch Supports 7 PRICE • Prices are variable • Ranging: Php 3,000 - 4,500 per pair • Prices are similar to those of branded shoes • Prices are 2x more than branded arch support available in shopping malls and grocery stores Monday, November 29, 2010
  16. 16. Angel Belle C. Dy Orthopedic Frey: Arch Supports 8 PROMOTIONAL IDEA STEP UP Arch supports description Advantage - point 1 - point 2 - point 3 Orthopedic Frey - store location 1 - store location 2 map map Educational flyer Monday, November 29, 2010
  17. 17. Angel Belle C. Dy Orthopedic Frey: Arch Supports 9 AVAILABILITY • Orthopedic Frey has 2 offices in the country: • Pasig City • Cebu City • Requires at least 2 visits: measuring and fitting • Cash, credit and bank deposit transactions Monday, November 29, 2010
  18. 18. Angel Belle C. Dy Orthopedic Frey: Arch Supports 10 WINNING STRATEGY • Orthopedic Frey’s main strategy for its arch support would be differentiation, because of its customized comfort aspect • It can target the niche market of athletes for their safety in their sports • It has an excellent product with user satisfaction guarantee Monday, November 29, 2010
  19. 19. Angel Belle C. Dy Orthopedic Frey: Arch Supports SUMMARY Monday, November 29, 2010
  20. 20. Angel Belle C. Dy Orthopedic Frey: Arch Supports • Main target:Athletes • Who want safety and comfort • Can choose from other retail manufactured products (i.e. Dr. Scholl, Nike shoes) • Other brands focus on mass production and providing comfort only • The market size is approximately Php 40 million. Orthopedic Frey covering approximately Php 400,000 STEPPING UP IN ARCH SUPPORTS Monday, November 29, 2010
  21. 21. Angel Belle C. Dy Orthopedic Frey: Arch Supports STEPPING UP IN ARCH SUPPORTS • Product: Orthopedic Frey Arch Supports • Php 3,000 - 5000 per pair • Strategy: educational flyers, events, and company website • Accessible office locations • Uses differentiation technique to step up above its competitors Monday, November 29, 2010
  22. 22. 10 STEP MARKETING PLAN: ORTHOPEDIC FREY ARCH SUPPORTS Angel Belle C. Dy November 30, 2010 Monday, November 29, 2010

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