1
10 STEP
Marketing Plan for
R3 Rehydration Center:
Rehydrate-Replenish-Rejuvinate
Jeffray Marc D. Ang
November 2010
5 Steps for Part 1
(PTM and Positioning)
1. Rehydration Centers: Hydrating the
Dehydrated both young and old
2. Who wants ...
5 Steps for Part 2
(Marketing Mix & Strategy)
6. Rehydration Center
7. Is affordable and available
8. Uses up-to-date faci...
4
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5
1. R3 Rehydration Center
primary target market (PTM)
are the dehydrated ones
 Demographics (1 mo. - 90 yrs, M/F,
social c...
I want to live
want to survive and fight
this disease or state
2. My PTM’s NWE
Everyone needs
To live (physiologic), Food, Water, Shelter
Everyone chooses Rehydration Centers over other...
3a. Rehydration Center has
many formidable competitors
 Direct: Hospital Institutions, Barangay
Health Centers, Municipal...
3b. Competitive Position Map
1. Promotions vs. Education
2. Brand vs. Positioning
Rehydration center promotes
well with higher educative
value.
Promotion/
Education
Matrix
Well
Promoted
Moderately
Promote...
Rehydration Center’s unique
positioning is shown in this
competitive map
Overall competition may save money but
compromise...
4. Rehydration Center
positions strongly in a niche
market opportunity
The Rehydration Center answers
 Lack of providing ...
5a. Estimate the market size
using competitor data
1. International response by UN
 Set-up of a cluster of at least 300 c...
5b. Based on UN data, where
rehydration share is 10%,
total market size is 10 million
1. UN data: Rehydration Center sales...
5c. Consumer data indicates
a size of P 65 million
Rehydration Center Usage during
outbreak:
9 million population of Haiti...
5. Concluded that rehydration
center market is 30 million
1. Competitor data= P1 B
2. Company data = P 10 M
3. Usage data ...
17
The Marketing Mix Strategy
Part 2:
Steps 6 to 10
6a. Rehydration Center
presents an ideal way of
providing service.
6b. Product Description
 Rehydration Center presents an ideal way of
providing health service with ease and
convenience w...
7. Price-
Rehydration Center is 50%
priced in affordable service rate.
 Pediatric Package = P200
 Adult Package = P 400
...
8a. Promo
 Multi-Media Sources:
 TV and Radio Ads
 Commercials
 Jingles
 Billboards
 Newspaper Ads
 Internet Materi...
8a. Promo
Billboards
Newspaper
Multimedia
Word of
Mouth
Personalized
Media
8b. Competitor promo
 Multimedia
 TV and Radio Ads
 Billboards
 Internet
 UN Promotions
 Tie up with World Organizat...
8b. Competitor promo
Multimedia
UN
Promos
Tie Up
with
Doctors
Organizations Letters
9. Rehydration Centers are
located nationwide.
 One in every municipal area
 Malls, supermarkets, leisure places, slum
a...
10. Rehydration Center is a
niche leader
Rehydration Center’s main strategy is to
dominate the niche market of both
pediat...
27
SUMMARY
5 Steps for Part 1
(PTM and Positioning)
1. Rehydration Centers: Hydrating the
Dehydrated both young and old
2. Who wants ...
5 Steps for Part 2
(Marketing Mix & Strategy)
6. Rehydration Center
7. Is affordable and available
8. Uses up-to-date faci...
30
10 STEP
Marketing Plan for
R3 Rehydration Center:
Rehydrate-Replenish-Rejuvinate
Jeffray Marc D. Ang
November 2010
Upcoming SlideShare
Loading in …5
×

10 Step Individual Marketing Plan

664 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
664
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

10 Step Individual Marketing Plan

  1. 1. 1 10 STEP Marketing Plan for R3 Rehydration Center: Rehydrate-Replenish-Rejuvinate Jeffray Marc D. Ang November 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) 1. Rehydration Centers: Hydrating the Dehydrated both young and old 2. Who wants to live and survive 3. Can choose Hospital Care, etc. 4. Gap is the lack of providing easy access and decentralization of the service 5. The market size accounts for the whole Philippine population.
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Rehydration Center 7. Is affordable and available 8. Uses up-to-date facilities that makes you feel like you are home and comfortable 9. Is located nationwide 10. Uses a niche approach to win
  4. 4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1. R3 Rehydration Center primary target market (PTM) are the dehydrated ones  Demographics (1 mo. - 90 yrs, M/F, social class ABCD, single)  Lifestyle (newborn, infant, studying, sporty, farmers in barrios or rural areas, fishermen, poultry)  Behavior (ORS 1 sachet or pack, once a day, diarrheic episodes, dehydrated condition)
  6. 6. I want to live want to survive and fight this disease or state
  7. 7. 2. My PTM’s NWE Everyone needs To live (physiologic), Food, Water, Shelter Everyone chooses Rehydration Centers over other Health Care Services because of … Accessibility or easy access, affordability or relatively cheap, necessity, informative, comfort, assurance Everyone expects this when they go to Rehydration Centers Access to health care with ease, quality service, adequate facilities, partnership with health care service, building relationships
  8. 8. 3a. Rehydration Center has many formidable competitors  Direct: Hospital Institutions, Barangay Health Centers, Municipal Health Centers, Regional Health Centers, NGOs  Indirect: Over-the-counter ORS, Hydrite, Gatorade, Energy Drink, Electrolyte Drinks  Variables: Price, packaging, promotions, specific use, convenience of use, availability, brand, education
  9. 9. 3b. Competitive Position Map 1. Promotions vs. Education 2. Brand vs. Positioning
  10. 10. Rehydration center promotes well with higher educative value. Promotion/ Education Matrix Well Promoted Moderately Promoted Least Promoted High knowledge Low Knowledge Promotion vs. Education Matrix Rehydration Center Hospital Health Centers
  11. 11. Rehydration Center’s unique positioning is shown in this competitive map Overall competition may save money but compromise quality in terms of positioning. Positioning vs. Brand Matrix Rehydration Center Health Centers Hospitals Price Packaging Specific Use Convenience of Use Availability Accessibility Informative Comfort Quality of Service Adequate Facilities
  12. 12. 4. Rehydration Center positions strongly in a niche market opportunity The Rehydration Center answers  Lack of providing easy access to the service  Decentralization of the service It provides a means of controlling service and regulating its flow, once barangay at a time. Caters to the needs of the people even up to the rural areas. Covers the whole population.
  13. 13. 5a. Estimate the market size using competitor data 1. International response by UN  Set-up of a cluster of at least 300 centers in Haiti  Supported by Cholera-specific treatment units and centers 2. vs. known response by the UN 3. Ideal vs. Non-Ideal 4. life-threatening vs. non-life threatening 5. Profit vs. Non-profit 6. It is a current need
  14. 14. 5b. Based on UN data, where rehydration share is 10%, total market size is 10 million 1. UN data: Rehydration Center sales, if priced, is estimated to be 1 billion 2. UN claims market share of 50%, private rehydration centers are estimated to be at least 10% 3. Then total rehydration center market size is P1 billion/0.1 = P 10 million
  15. 15. 5c. Consumer data indicates a size of P 65 million Rehydration Center Usage during outbreak: 9 million population of Haitians use rehydration centers average of at least 1x per day using 1 pack ORS which costs around P20 per treatment 9 M x 1 x P20 X 365 = P 65 million
  16. 16. 5. Concluded that rehydration center market is 30 million 1. Competitor data= P1 B 2. Company data = P 10 M 3. Usage data = P 60 M
  17. 17. 17 The Marketing Mix Strategy Part 2: Steps 6 to 10
  18. 18. 6a. Rehydration Center presents an ideal way of providing service.
  19. 19. 6b. Product Description  Rehydration Center presents an ideal way of providing health service with ease and convenience while not sacrificing the quality.  Service is individualized.  It follows international standards in terms of treating patients.
  20. 20. 7. Price- Rehydration Center is 50% priced in affordable service rate.  Pediatric Package = P200  Adult Package = P 400 Rehydration Center is at part with providing quality service in line with international standards, although free like UN, with aim of maximizing profits in its niche even without outbreaks of certain diseases
  21. 21. 8a. Promo  Multi-Media Sources:  TV and Radio Ads  Commercials  Jingles  Billboards  Newspaper Ads  Internet Materials or promotions  Word of Mouth  Customized Type of Service
  22. 22. 8a. Promo Billboards Newspaper Multimedia Word of Mouth Personalized Media
  23. 23. 8b. Competitor promo  Multimedia  TV and Radio Ads  Billboards  Internet  UN Promotions  Tie up with World Organizations
  24. 24. 8b. Competitor promo Multimedia UN Promos Tie Up with Doctors Organizations Letters
  25. 25. 9. Rehydration Centers are located nationwide.  One in every municipal area  Malls, supermarkets, leisure places, slum areas, etc.  Rural area – one in every barangay or sitio  Nationwide  Cash and credit transaction
  26. 26. 10. Rehydration Center is a niche leader Rehydration Center’s main strategy is to dominate the niche market of both pediatric and adult dehydrated patients. It centers on providing rehydration services and treatment for non-life threatening and urgent cases. It promotes accessibility of health care to those in need, especially rural areas.
  27. 27. 27 SUMMARY
  28. 28. 5 Steps for Part 1 (PTM and Positioning) 1. Rehydration Centers: Hydrating the Dehydrated both young and old 2. Who wants to live and survive 3. Can choose Hospital Care, etc. 4. Gap is the lack of providing easy access and decentralization of the service 5. The market size accounts for the whole Philippine population.
  29. 29. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Rehydration Center 7. Is affordable and available 8. Uses up-to-date facilities that makes you feel like you are home and comfortable 9. Is located nationwide 10. Uses a niche approach to win
  30. 30. 30 10 STEP Marketing Plan for R3 Rehydration Center: Rehydrate-Replenish-Rejuvinate Jeffray Marc D. Ang November 2010

×