10 step print ad marketing plan villafuerte

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10 Step Print AD Marketing Plan

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  • Being there for them during occasions or ordinary days.
  • Being there for them during occasions or ordinary days.
  • Being there for them during occasions or ordinary days.
  • Being there for them during occasions or ordinary days.
  • 10 step print ad marketing plan villafuerte

    1. 1. 10 Step Marketing PlanAsian Eye Institute Print AD<br />CJ Villafuerte<br />January 2011<br />CJQV<br />ASM+PH 2012<br />
    2. 2. SCOPE (The Student Application of the ASMPH)1st Semester 2009 Issue<br />CJQV<br />ASM+PH 2012<br />
    3. 3. Outline<br />Primary Target Market<br />Needs, Wants, Demands<br />Competition<br />Gap, Position, Opportunity<br />Market Size<br />Product<br />Promotion<br />Price<br />Place<br />Generic Winning Strategy<br />CJQV<br />ASM+PH 2012<br />
    4. 4. Primary Target Market<br />Asian Eye Institute’s PTM is the “Well-Off Filipino Family”<br />Who want to have: <br />Excellent Vision and Healthy Eyes<br />Can choose American Eye Institute and Hospital Eye Centers<br />Gap is all other companies focus on Price and other Service Mix<br />No information on market size<br />CJQV<br />ASM+PH 2012<br />
    5. 5. Marketing Mix & Strategy<br />Asian Eye Institute<br />No info about price premium<br />Uses print media, internet <br />Branches are found around Metro Manila <br />Uses a differentiation approach to win<br />CJQV<br />ASM+PH 2012<br />
    6. 6. Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />CJQV<br />ASM+PH 2012<br />
    7. 7. Asian Eye Institute’s Primary Target Market is the “Well-Off Filipino Family”<br />Demographics (children, teens and adults, 7-70, M/F, social class AB, single/married)<br />Lifestyle (Family Centered and Health Mindful)<br />Behavior (Individuals who want to improve their vision)<br />CJQV<br />ASM+PH 2012<br />
    8. 8. Influencing Buyer Behavior<br />CJQV<br />ASM+PH 2012<br />I will be able do <br />more things with <br />healthy eyes<br />I need tohave<br />healthy eyes <br />for my family<br />I want healthy eyes.<br />
    9. 9. My PTM’s Needs, Wants, Demands<br />CJQV<br />ASM+PH 2012<br />Children, Teens & Adults <br />need to have healthy eyes, fulfill their responsibilities to their family and self-actualization<br />choose Asian Eye Institute over other eye institutes because of <br />Excellent Service Quality (State of the Art Technology and Facilities, Well-Trained Staff)<br />Type and # of Services Offered<br />expect excellent vision and healthy eyes<br />
    10. 10. Asian Eye Institute has many formidable competitors<br />Direct: American Eye Institute, Hospital Eye Centers (The Medical City, St. Luke’s).<br />Indirect: Optical Shops<br />Variables: <br />Availability<br />Brand<br />Price<br />Number of Services Offered<br />Quality of Services Offered<br />CJQV<br />ASM+PH 2012<br />
    11. 11. Asian Eye Institute: Eye Center with Great Quality, High Priced Services<br />CJQV<br />ASM+PH 2012<br />Optical Shops<br />Hospital Eye Centers<br />American Eye<br />AEI<br />
    12. 12. Asian Eye Institute’s unique positioning is shown in this competitive map<br />CJQV<br />ASM+PH 2012<br />
    13. 13. Asian Eye Institute Positions in a Differentiation Market Opportunity<br />Asian Eye Institute is the only eye center who offers:<br />Excellent Quality Eye Services from Harvard Physicians<br />For the Filipino family<br />Who want excellent vision and disease-free eyes<br />No brand offers similar services <br />Others focus on low prices and other eye services <br />CJQV<br />ASM+PH 2012<br />
    14. 14. Market Size: Competitor Data<br />35,000 Eye Surgeries in 13 years American Eye Institute Print AD from Scope 1st Semester 2009 Issue<br />Estimate Surgery Price P65,000<br />2692 surgeries/year * 65,000 = P175 M<br />CJQV<br />ASM+PH 2012<br />
    15. 15. Market Size: Company Data<br />None from the print ad.<br />CJQV<br />ASM+PH 2012<br />
    16. 16. Market Size: Customer Data<br />None from the print ad.<br />CJQV<br />ASM+PH 2012<br />
    17. 17. Conclude that vitamin market is …<br />None from the print ad. <br />CJQV<br />ASM+PH 2012<br />
    18. 18. The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />CJQV<br />ASM+PH 2012<br />
    19. 19. The Eye Center business is dominated by Asian Eye, American Eye, Hospital Eye Centers & Optical Shops<br />CJQV<br />ASM+PH 2012<br />
    20. 20. Product Description<br />CJQV<br />ASM+PH 2012<br />Asian Eye Institute is a world-class eye center with a dedicated core tam of specialists trained at the Harvard Medical School. We provide a full range of specialized services using cutting-edge technology and state-of-the-art facilities. <br />Services include LASIK, Eye Plastic Surgery, Cataract, Glaucoma, Diabetic Retinopathy Management, Pediatric Eye Care, Low Vision and Visual Rehabilitation, Optical Dispensary and Contact Lens Service <br />
    21. 21. Price – Close-up is …% premium priced on <br />No data from print ad. <br />CJQV<br />ASM+PH 2012<br />
    22. 22. Current Promotions<br />CJQV<br />ASM+PH 2012<br />
    23. 23. Current Promotions<br />CJQV<br />ASM+PH 2012<br />
    24. 24. Current Promotions<br />CJQV<br />ASM+PH 2012<br />
    25. 25. Suggested Promotions<br />CJQV<br />ASM+PH 2012<br />Loyalty Cards<br />
    26. 26. Suggested Promotions<br />CJQV<br />ASM+PH 2012<br />Convention Booths<br />
    27. 27. Suggested Promotions<br />CJQV<br />ASM+PH 2012<br />AEI-Optical Shop Referral Partnerships<br />
    28. 28. Suggested Promotions<br />CJQV<br />ASM+PH 2012<br />Other Online Promotions<br />
    29. 29. Competitor Promotion<br />CJQV<br />ASM+PH 2012<br />
    30. 30. Competitor Promotion<br />CJQV<br />ASM+PH 2012<br />
    31. 31. Asian EYE Branches are Located in Metro Manila<br />Business Centers & Malls Along EDSA<br />Rockwell, Makati (Main)<br />SM Mall of Asia, Pasay<br />Trinoma Mall, Quezon City<br />Metro Manila<br />Patient Visits<br />Cash and credit transaction<br />CJQV<br />ASM+PH 2012<br />
    32. 32. Generic Winning Strategy<br />Low Cost Services<br />Supply and Distribution Leverage<br />Differentiation<br />Niche<br />CJQV<br />ASM+PH 2012<br />
    33. 33. Restor-F is a Unique<br />Asian Eye Institute’s main strategy is to distinguish itself apart from the other Medical Eye Centers in the market<br />It benefits from differentiation of its services<br />Provides excellent quality services in Metro Manila<br />CJQV<br />ASM+PH 2012<br />
    34. 34. Summary<br />CJQV<br />ASM+PH 2012<br />
    35. 35. Primary Target Market<br />Asian Eye Institute’s PTM is the “Well-off Filipino Family”<br />Who want to have: <br />Excellent Vision and Healthy Eyes<br />Can choose American Eye Institute or Hospital Eye Centers<br />Gap is all other companies focus on Price and other Service Mix<br />No information on market size<br />CJQV<br />ASM+PH 2012<br />
    36. 36. Marketing Mix & Strategy<br />Asian Eye Institute<br />No info about price premium<br />Uses print media, internet <br />Branches are found around Metro Manila <br />Uses a differentiation approach to win<br />CJQV<br />ASM+PH 2012<br />
    37. 37. References<br />Note: Data of the just described products came from print media, public internet websites and other public sources<br />http://www.asianeyeinstitute.com/<br />http://www.eyecenter.com.ph/<br />This Marketing Plan is for educational purposes only<br />CJQV<br />ASM+PH 2012<br />
    38. 38. 10 Step Marketing PlanAsian Eye Institute Print AD<br />CJ Villafuerte<br />January 2011<br />CJQV<br />ASM+PH 2012<br />

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