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Doromal marketing proposal

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Ortho Frey Arch Support

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Doromal marketing proposal

  1. 1. ORTHO FREY’sArch Support<br />DOROMAL<br />30 November 2010<br />10 Step Marketing Plan for<br />
  2. 2. Target locked on Athletes<br />Who want Comfort, Flexibility, and Style<br />Can choose from other manufactured products<br />Competition mass produces without customer distinction<br />Estimated total market size Php40M Orthopedic Frey’s niche Php4.8M<br />High Kicking Arches<br />
  3. 3. Product: ORTHOPEDIC FREY Arch Support<br />Price: Php3,000-P5,000<br />Strategy: Promotions at events, company website, and flyers<br />Offers services at various locations<br />Differentiates to expand niche<br />High Kicking Arches<br />
  4. 4. All athletes<br />No age limit, M/F, social classes ABC<br />Various training strategies and daily exercises<br />Cross-training<br />Continued arch support during and after training<br />Perpetual comfort<br />Protective against injury<br />Stylish<br />Step 1- PTM<br />
  5. 5. Step 2– The Hierarchy of Needs<br />I am complete when I actualize my potential as an athlete<br />When people see me perform beyond expectations<br />I have stylish comfort<br />I am protected from injury<br />
  6. 6. Competitors<br />Direct Competitors: adjustable arch supports (i.e. Scholl), shoe insole inserts<br />Indirect competitors: Branded training shoes <br />Competitive position<br />Price<br />Brand<br />Accessibility<br />Customization<br />Step 3 - The Competition<br />
  7. 7. Step 3 - The Competition<br />ORTHO Frey<br />Branded training shoes<br />Sole inserts<br />
  8. 8. Step 3 - The Competition<br />Branded training shoes<br />ORTHO Frey<br />Sole inserts<br />
  9. 9. Customization closes the gap and provides opportunity to expand<br />Expand market<br />University athletic departments<br />Service men/women (e.g. veterans, firemen )<br />Active lifestyle young professionals<br />Education with Technical support<br />Personalized service<br />Superb quality<br />Step 4 - Gaping Opportunities<br />
  10. 10. The market is profitable!<br />Aging population<br />Increasing lifestyle diseases/illnesses<br />Increasing health awareness<br />Ortho Frey arch supports claim Php4.8M<br /><ul><li>$200M orthotics market in Asia alone</li></ul>The competition are<br />Not doctor prescribed<br />May not “fit” individual’s needs <br />May not be cost-effective<br />Step 5 - The 3 C perspectives<br />
  11. 11. Step 6 – Product Category<br />ORTHO FREY’sArch Support<br />
  12. 12. Step 6 – Product Category<br />Commonly manufactured arch support<br />Branded training shoes<br />Sole inserts<br />
  13. 13. Word-of-Mouth w/ present customers<br />Events and Experiences<br />Highly regarded athlete/ athletic team recounting experience with use<br />On-site orthotics education classes<br />Public Relations<br />Sponsored events (e.g. sports fests, marathons) <br />Take advantage of other potential PTMs<br />Advertise!<br />Improve company website<br />Educational pamphlets<br />Customer Database<br />Step 7 - Promo<br />
  14. 14. Ortho Frey<br />Php3,000- Php4,500/pair<br />Similar to high-priced competitor, the Branded shoe – Php2,000-Php5,000/pair<br />Twice as expensive than mass manufactured competition, the Sole inserts – Php500/pair<br />Ortho Frey’s Price determinant<br />Materials used <br />Availability<br />Labor and customization<br />Shipping<br />Repair fee<br />Step 8 - Price<br />
  15. 15. Service centers/Offices in 2 areas<br />Location<br />Pasig City (NCR)<br />Cebu City (Region VII)<br />Two visits<br />Measurement<br />Fitting<br />Accepts cash, credit and banking transactions<br />Step 9 – Place<br />
  16. 16. Differentiation makes Ortho Frey the choice<br />It can expand their current market niche by emphasizing<br />Customized flexibility<br />Comfort<br />Style<br />One-of-a-kind service<br />Patient satisfaction<br />Step 10 - The Winning Strategy<br />
  17. 17. Target locked on Athletes<br />Who want Comfort, Flexibility, and Style<br />Can choose from other manufactured products<br />Competition mass produces without customer distinction<br />Estimated total market size Php40M Orthopedic Frey’s niche Php4.8M<br />High Kicking Arches<br />
  18. 18. Product: ORTHOPEDIC FREY Arch Support<br />Price: Php3,000-P5,000<br />Strategy: Promotions at events, company website, and flyers<br />Offers services at various locations<br />Differentiates to expand niche<br />High Kicking Arches<br />
  19. 19. ORTHO FREY’sArch Support<br />DOROMAL<br />30 November 2010<br />10 Step Marketing Plan for<br />

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