TMC Aesthetics Marketing Plan

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TMC Aesthetics Marketing Plan

  1. 1. Marketing Plan for: TMC Aesthetics Center Jeunesse T. Lee November 30, 2010 Tuesday, November 30, 2010
  2. 2. Part I: PTM and Positioning 1.TMC Aesthetics PTM are the modern adults 2.Who want to look and feel young and beautiful in a personalized unique approach 3. Can choose SLMC, Belo, Calayan 4. Gap is all others focus on outcome and not on the individual patient 5. Market size is Php 3.2 B 2 Tuesday, November 30, 2010
  3. 3. 1.TMC Aesthetic’s PTM are modern day adults • Demographics: • 25-55 years, M/F, social class ABC, single/married • Lifestyle: • in a career, has money to spend, wanting to look young and beautiful, feel good, and to have a voice/control on how to achieve that • Behavior: • single to a few procedures, with follow-up sessions, fast, beautiful, attractive, and healthy body 3 Tuesday, November 30, 2010
  4. 4. 2. My PTM’s NWE • Need to be loved and accepted, recognized, respected, appreciated, self actualization • Choose TMC because... • Quality of services, safety record, advanced scientific technology, professional and highly qualified staff, location, price, brand, JCI accreditation, patient-centered healthcare 4 Tuesday, November 30, 2010
  5. 5. Maslow’s Heirarchy of Needs 5 I want to achieve my full potential, inside and out I want to be recognized, appreciated, loved Tuesday, November 30, 2010
  6. 6. 2. My PTM’s NWE • Expect when they choose TMC... • good-looking, attractive, and healthy body, instant, long lasting, feel more confident, feel more sexually attractive, tailor-fit experience 6 Tuesday, November 30, 2010
  7. 7. 3.TMC has many established competitors Direct • Other hospitals’ Aesthetic centers: • SLMC, MMC, Asian Hospital • Stand-alone Aesthetic Centers: • Belo, Calayan 7 Indirect • Beauty Centers: • Salons, etc. • Lifestyle centers: • Gyms, Fitness clubs Tuesday, November 30, 2010
  8. 8. • Variables: • Age, Price, Convenience, Occasion of use, Accessibility, Availability, Brand, Quality of service, Quality of care, Reputation 8 3.TMC has many established competitors Tuesday, November 30, 2010
  9. 9. 3b. Price vs.Age 9 0-18 y.o. 18-25 y.o. 25-40 y.o. 40-55 y.o. High Price Low Price Belo TMC TMC Calayan SLMCSLMC TMC Belo Calayan SLMC Belo Calayan Tuesday, November 30, 2010
  10. 10. TMC’s Positioning 10 TMC SLMC Belo Calayan Competitive Price Latest Technology “Celebrity Look” Board certified professionals Patient-centered Healthcare Accredited Institution Scientifically Researched TMC’s unique positioning is patient-centered healthcare Tuesday, November 30, 2010
  11. 11. 4. Gap Opportunity Positioning • TMC is the only Aesthetic Center • that uses latest, scientific, well-researched technology • allows only board-certified professionals to do the procedures • offers patient-centered healthcare, giving voice to the unique needs of the patient. 11 Tuesday, November 30, 2010
  12. 12. 5. Market Size • Competitor Data: • Annual Sales = 800 M • Estimated Aesthetics Surgery Market Share: 30% = 30 M • Total Aesthetics Surgery Market = 2.67 B 12 Tuesday, November 30, 2010
  13. 13. 5. Market Size • Company Data (TMC): • 2009 Annual Report Sales = 1.3 B • TMC Aesthetics Center: 5% = 65 M • Estimated Aesthetics Surgery Market Share: 2% • Total Aesthetics Surgery Market = 3.2 B 13 Tuesday, November 30, 2010
  14. 14. 5. Market Size • Consumer Data: • Total Population: 95M • Age group (25-55yo): 33M • Social class ABC: 16.5M • Will avail of services: 825,000 • Once in how many years: 30 yrs • Average price per procedure: 30,000 • Market Size: (825,000 / 30) * 30,000 = 825 M 14 Tuesday, November 30, 2010
  15. 15. Part 2: Marketing Mix and Strategy • TMC Aesthetics Center offering derma, cosmetic, and elective surgical procedures • Is about 25-50% Premium • Uses media (website) and word of mouth • Is located in Ortigas, Pasig City • Uses a patient-centered individualized approach to win 15 Tuesday, November 30, 2010
  16. 16. Product:Aesthetics Center 16 Tuesday, November 30, 2010
  17. 17. Product:TMC Aesthetics Center • The TMC Aesthetics Center is a one-stop center for elective dermatologic and surgical interventions that cater to the personal needs of its clients • It is located in the 6th flr of TMC, Ortigas Ave. Pasig City • It is run by board-certified TMC physicians trained in the various procedures offered in the center 17 Tuesday, November 30, 2010
  18. 18. • Services offered include: 1. dermatologic procedures • hair/scar removal, hair transplant 2. cosmetic procedures • eyelid surgery, breast augmentation, liposuction, face lift 3. elective surgeries • bariatric surgery 18 Product:TMC Aesthetics Center Tuesday, November 30, 2010
  19. 19. 19 7.TMC’s price is 25-50% Premium TMC SLMC Belo Calayan Hair Removal Php 2690 Php 3500 Php 4460 Php 4000 Procedure X Php 100,000 Php 120,000 Php 60,000 Php 50,000 Tuesday, November 30, 2010
  20. 20. • The prices of minor procedures such as hair removal in TMC aesthetics center are actually competitive. • However, in bigger procedures, and in most other surgeries, TMC’s price is at a premium higher than Belo and Calayan, but slightly lower than SLMC. 20 7.TMC’s price is 25-50% Premium Tuesday, November 30, 2010
  21. 21. 8.TMC Needs Additonal Promo • Current Strategy: • TMC Website • Word of Mouth • Proposed Additional Strategies: • Full-pledge website • Print Media: Doctor’s Clinics and Hospital 21 Tuesday, November 30, 2010
  22. 22. 8. Competitor Promo 22 Newspaper/Magazine Ads Celebrity Endorsers Billboards TV Commercials Tuesday, November 30, 2010
  23. 23. 9.TMC Aesthetics is Centered in Ortigas, Pasig City 23 • TMC Aesthetics Center is located in The New Medical City, Ortigas Ave. Pasig City. • Clients come in the only branch strategically placed in the busy central district of Ortigas, Pasig. Tuesday, November 30, 2010
  24. 24. 10.TMC Aesthetics has a Customer-centered Approach • Generic winning strategy: • Patient-centered healthcare • Individualized approach • Gets it leverage from the reputation of the hospital and its loyal clientele • High quality product (service), premium- priced, available to those who have access to the center’s location. 24 Tuesday, November 30, 2010
  25. 25. Summary Tuesday, November 30, 2010
  26. 26. Part I: PTM and Positioning 1.TMC Aesthetics PTM are the modern adults 2.Who want to look and feel young and beautiful in a personalized unique approach 3. Can choose SLMC, Belo, Calayan 4. Gap is all others focus on outcome and not on the individual patient 5. Market size is Php 3.2 B 26 Tuesday, November 30, 2010
  27. 27. Part 2: Marketing Mix and Strategy • TMC Aesthetics Center offering derma, cosmetic, and elective surgical procedures • Is about 25-50% Premium • Uses media (website) and word of mouth • Is located in Ortigas, Pasig City • Uses a patient-centered individualized approach to win 27 Tuesday, November 30, 2010

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