Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)

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Angeli Nicole J. Reinoso - 10-Step Marketing Plan (Medical Ad)

  1. 1. 10-Step Marketing Plan for Belo’s Liposuction Package Angeli Nicole J. Reinoso 070034 January 19, 2010
  2. 2. 5 Steps for Part 1 PTM and Positioning <ul><li>PTM are individuals who are unsatisfied with their body image </li></ul><ul><li>Desiring a sexier figure </li></ul><ul><li>Can choose from TMC, MMC, SLMC, Beverly Hills Medical Group, Calayan </li></ul><ul><li>Gap is other institutions do not offer package promos </li></ul><ul><li>The market size cannot be determined from the print ad. </li></ul>
  3. 3. 5 Steps for Part 2 Marketing Mix and Strategy <ul><li>Belo’s liposuction package promotion </li></ul><ul><li>Offers packages at a discounted rate </li></ul><ul><li>Uses mass media, sales promotion, and word-of-mouth to spread the word </li></ul><ul><li>Is offered in 10 branches in Metro Manila and Cebu </li></ul><ul><li>Uses a niche approach to win </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. PTM: Individuals who are unsatisfied with their body image <ul><li>Demographics: age>18, males and females, social classes A to C, single/married/separated/widowed </li></ul><ul><li>Lifestyle: working or non-working, prefer quality service </li></ul><ul><li>Behavior: seek a sexy body image </li></ul>
  6. 6. Needs-Wants-Expectations I want to have a healthy body and mind. I want the best medical care available. I want to be respected and admired.
  7. 7. 3. My PTM’s NWE <ul><li>Individuals who are unsatisfied with their body image: </li></ul><ul><ul><li>Need to be secure about their self-image </li></ul></ul><ul><ul><li>Want quality services and facilities at and affordable price </li></ul></ul><ul><ul><li>Expect the best care and best outcome </li></ul></ul>
  8. 8. Belo’s Liposuction Package has many competitors. <ul><li>Direct: TMC, MMC, SLMC, Beverly Hills Medical Group, Calayan </li></ul><ul><li>Indirect: Dermatologists, Cosmetologists, Aestheticians </li></ul><ul><li>Variables: Price, Physicians, Technicians, Facilities, Location, Privacy, Brand </li></ul>
  9. 9. Competitive Position Map Belo Calayan Dermato- logists TMC MMC SLMC Beverly Hills Price/Quality Matrix Satisfactory Service/Facilities Good Service/Facilities Excellent Service/Facilities High Price Low Price
  10. 10. Positioning vs Brand Matrix Belo Calayan Beverly Hills Dermatologists Basic Services Security, Confidentiality Excellent Facilities Luxurious environment Quality ancillary medical service Affordable price
  11. 11. 4. Gap between Customers and Competition <ul><li>Belo has: </li></ul><ul><ul><li>Licensed/Accredited Physicians </li></ul></ul><ul><ul><li>Excellent Facilities/Equipment </li></ul></ul><ul><ul><li>Patient Testimonials </li></ul></ul><ul><li>No other brand focuses on excellent outcome at a reasonable price. </li></ul><ul><li>Others focus on minimizing cost. </li></ul>
  12. 12. 5. Market Size <ul><li>Cannot be determined from the print ad </li></ul>
  13. 13. The Marketing Mix Strategy Part 2: Steps 6 to 10
  14. 14. 6a. Cosmetic/Medical Facilities
  15. 15. 6b. Product Description <ul><li>Belo’s liposuction package offers laser- and water-assisted liposuction with anesthesia, binder, and free ultrasound sessions. </li></ul><ul><li>It caters to individuals who desire to have a sexy figure at an affordable price. </li></ul><ul><li>The healthcare team is composed of specially trained physicians, nurses, and technicians. </li></ul>
  16. 16. 7. Price <ul><li>Belo = Php30,000 for the first area, Php15,000 for every succeeding area </li></ul><ul><li>Other institutions = data unavailable </li></ul><ul><li>Belo’s liposuction package is priced at a discount due to a limited offer, with the goal of maximizing profits through quality service. </li></ul>
  17. 17. 8a. Promo <ul><li>Advertise using mass media (TV, radio, print, web, billboards) </li></ul><ul><li>Make use of social networking sites (Facebook, Twitter, Tumblr) </li></ul><ul><li>Enhance word-of-mouth promotion, especially the guarantee of privacy/confidentiality </li></ul>
  18. 18. 8a. Promo <ul><li>Advertise on mass media </li></ul>
  19. 19. 8a. Promo <ul><li>Be visible on social networking sites </li></ul>
  20. 20. 8b. Competitor Promo
  21. 21. 9. Belo Medical Group has 10 branches in Metro Manila and Cebu <ul><li>Available in Metro Manila and Cebu catchment areas </li></ul><ul><ul><li>Potential areas: nationwide and international </li></ul></ul>
  22. 22. 10. Niche Strategy <ul><li>Belo Medical Group caters to clients that prioritize a good self-image. </li></ul><ul><li>The institution is focused on providing quality service at a competitive price. </li></ul><ul><li>Although service delivery is within a limited area, Belo Medical Group is able to capture a nationwide and even international market. </li></ul>
  23. 23. SUMMARY
  24. 24. 5 Steps for Part 1 PTM and Positioning <ul><li>PTM are individuals who are unsatisfied with their body image </li></ul><ul><li>Desiring a sexier figure </li></ul><ul><li>Can choose from TMC, MMC, SLMC, Beverly Hills Medical Group, Calayan </li></ul><ul><li>Gap is other institutions do not offer package promos </li></ul><ul><li>The market size cannot be determined from the print ad. </li></ul>
  25. 25. 5 Steps for Part 2 Marketing Mix and Strategy <ul><li>Belo’s liposuction package promotion </li></ul><ul><li>Offers packages at a discounted rate </li></ul><ul><li>Uses mass media, sales promotion, and word-of-mouth to spread the word </li></ul><ul><li>Is offered in 10 branches in Metro Manila and Cebu </li></ul><ul><li>Uses a niche approach to win </li></ul>
  26. 26. 10-Step Marketing Plan for Belo’s Liposuction Package Angeli Nicole J. Reinoso 070034 January 19, 2010

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