1
10 Step Marketing Plan
for Compeds
(TMC community pediatrics)
Carla A. Azucena
Ateneo School of Medicine and Public Heal...
5 steps for Part 1 (PTM and
Positioning)
1. Compeds’ PTM are parents of pediatric
patients
2. Who want to feel secure, hea...
5 Steps for Part 2
(Marketing Mix & Strategy)
1. Pediatric clinic which offers basic OPD
services
2. Services are free of ...
Positioning to the Primary
Target Marget
Part 1: Steps 1 to 5
1. My primary target market
(PTM) is…
 Demographics (parents of pediatric patients,
30-40s M/F, social class DEF)
 Lifes...
2. My PTM’s NWE
Needs from Maslow’s hierarchy
Wants determine choice
Expectations from the product
2. My PTM’s NWE
Self actualization and security is achieved
With the health of my family
Financial safety through
preventi...
2. My PTM’s NWE
Parents need
To assure the safety of their children, keep them
healthy, to have someone to take care of th...
2. My PTM’s NWE
Parents expect this when they go to Compeds
Healthier children, assurance regarding health
concerns, more ...
3. Direct and indirect products
that address my PTM’s NWE
 List of competitors products/brands
 Determine the variables ...
3a. Compeds has a number of
competitors
 Direct: Barangay health centers, Charity
clinics, Tertiary hospitals (PCGH)
 In...
3b. Competitive Position Map
 Determine the 2 most critical variables
 Make a position map plotting the different
compet...
3b. Competitive Position Map
1. Price vs. # of services offered
4. Identify the gap between
customers and competition
 Where is the market opportunity?
 What NWEs are not being address...
4. Compeds positions strongly in
a niche market opportunity
It is the only pediatric clinic
 That provides OPD services a...
5. Estimate the market size using
competitor data
The pediatric population in the Philippines
comprises 45% of 99 M.
6. Product Description
Compeds clinic is open at 9-12 am and serves
as an outpatient department for pediatric
patients.
It...
7. Price– services are free
The pediatric clinic only asks for donations from
patients, rather than fees
8. Promo
Promotion of the clinic will be done primarily by
word of mouth and personal selling
Other means will be through:...
5 Steps Part 1 (PTM and
Positioning)
1. Compeds PTM are the parents of
pediatric patients in Pinagbuhatan
village
8b. Competitor Promo
Competitors often employ word of mouth and
per relative/neighbors’ advise
Regular home visits for fol...
9. Place
 Where is the product available?
 Only in Pinagbuhatan Village, Pasig city
 Residents of the neighboring villa...
10. What is the generic winning
strategy?
 Compeds’ main strategy is to dominate the
niche market of parents, 30-40 years...
SUMMARY
5 steps for Part 1 (PTM and
Positioning)
1. Compeds’ PTM are parents of pediatric
patients
2. Who want to feel secure, hea...
5 Steps for Part 2
(Marketing Mix & Strategy)
1. Pediatric clinic which offers basic OPD
services
2. Services are free of ...
5 steps for Part 1 (PTM and
Positioning)
1. Compeds’ PTM are parents of pediatric
patients
2. Who want to feel secure, hea...
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Marketing plan

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Marketing plan

  1. 1. 1 10 Step Marketing Plan for Compeds (TMC community pediatrics) Carla A. Azucena Ateneo School of Medicine and Public Health
  2. 2. 5 steps for Part 1 (PTM and Positioning) 1. Compeds’ PTM are parents of pediatric patients 2. Who want to feel secure, health-wise and financially 3. Can choose to go to barangay health centers 4. Gap is all other places offering pediatric patient care 5. The pediatric population in the Philippines comprises 45% of 99 M.
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 1. Pediatric clinic which offers basic OPD services 2. Services are free of charge 3. Uses word of mouth and proximity 4. Pinagbuhatan, Pasig City 5. Extends to the patient’s home environment (i.e. home visits)
  4. 4. Positioning to the Primary Target Marget Part 1: Steps 1 to 5
  5. 5. 1. My primary target market (PTM) is…  Demographics (parents of pediatric patients, 30-40s M/F, social class DEF)  Lifestyle (working with minimum salary, has many children (>3), concerned with their children’s health, encounters pediatric- specific illnesses >3x/year)  Behavior (well-baby check up every month, OPD consult when ill but with good follow-up)
  6. 6. 2. My PTM’s NWE Needs from Maslow’s hierarchy Wants determine choice Expectations from the product
  7. 7. 2. My PTM’s NWE Self actualization and security is achieved With the health of my family Financial safety through prevention of illness
  8. 8. 2. My PTM’s NWE Parents need To assure the safety of their children, keep them healthy, to have someone to take care of them when they get older, self actualization Parents choose to bring their children at the community clinic and not in other health care centers because of … Convenience, absence of service fees, good services offered, brand; CLERKS from ATENEO
  9. 9. 2. My PTM’s NWE Parents expect this when they go to Compeds Healthier children, assurance regarding health concerns, more confidence in their children’s health especially during epidemic seasons, financial security
  10. 10. 3. Direct and indirect products that address my PTM’s NWE  List of competitors products/brands  Determine the variables that affect choice of product, brand
  11. 11. 3a. Compeds has a number of competitors  Direct: Barangay health centers, Charity clinics, Tertiary hospitals (PCGH)  Indirect: Albularyo, hilot, neighbor/relative’s advise  Variables: priorities, convenience, “suki” system, availability, satisfaction with services
  12. 12. 3b. Competitive Position Map  Determine the 2 most critical variables  Make a position map plotting the different competitiors
  13. 13. 3b. Competitive Position Map 1. Price vs. # of services offered
  14. 14. 4. Identify the gap between customers and competition  Where is the market opportunity?  What NWEs are not being addressed?  What can be the unique selling proposition for the new product (totally new or repositioned.)
  15. 15. 4. Compeds positions strongly in a niche market opportunity It is the only pediatric clinic  That provides OPD services and consult for pedia patients  That offers home follow-up  Family medicine counselling  That is part of and as dynamic as the community
  16. 16. 5. Estimate the market size using competitor data The pediatric population in the Philippines comprises 45% of 99 M.
  17. 17. 6. Product Description Compeds clinic is open at 9-12 am and serves as an outpatient department for pediatric patients. It has projects such as medical and dental assessment and control of communicable diseases
  18. 18. 7. Price– services are free The pediatric clinic only asks for donations from patients, rather than fees
  19. 19. 8. Promo Promotion of the clinic will be done primarily by word of mouth and personal selling Other means will be through:  Advertising (posters, flyers) services and capable doctors  Direct marketing through home visits
  20. 20. 5 Steps Part 1 (PTM and Positioning) 1. Compeds PTM are the parents of pediatric patients in Pinagbuhatan village
  21. 21. 8b. Competitor Promo Competitors often employ word of mouth and per relative/neighbors’ advise Regular home visits for follow-ups and family medicine counseling makes the clinic known in the community. Visual aids also allows it to be remembered.
  22. 22. 9. Place  Where is the product available?  Only in Pinagbuhatan Village, Pasig city  Residents of the neighboring villages may also avail of the pediatric services
  23. 23. 10. What is the generic winning strategy?  Compeds’ main strategy is to dominate the niche market of parents, 30-40 years old with pediatric children  Providing services to the residents of Pinagbuhatan village and residents of neighboring villages
  24. 24. SUMMARY
  25. 25. 5 steps for Part 1 (PTM and Positioning) 1. Compeds’ PTM are parents of pediatric patients 2. Who want to feel secure, health-wise and financially 3. Can choose to go to barangay health centers 4. Gap is all other places offering pediatric patient care 5. The pediatric population in the Philippines comprises 45% of 99 M.
  26. 26. 5 Steps for Part 2 (Marketing Mix & Strategy) 1. Pediatric clinic which offers basic OPD services 2. Services are free of charge 3. Uses word of mouth and proximity 4. Pinagbuhatan, Pasig City 5. Extends to the patient’s home environment (i.e. home visits)
  27. 27. 5 steps for Part 1 (PTM and Positioning) 1. Compeds’ PTM are parents of pediatric patients 2. Who want to feel secure, health-wise and financially 3. Can choose to go to barangay health centers 4. Gap is all other places offering pediatric patient care 5. The pediatric population in the Philippines comprises 45% of 99 M.

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