10 step marketing plan for kidney zen

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10 step marketing plan for kidney zen

  1. 1. KIDNEY ZENRevitalizing YOU and your kidneys
  2. 2. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  3. 3. 1st 5 steps PTM and Positioning1. Kidney Zen caters to dialysis patients2. Who don’t want to go to the hospital; who want added value and service3. Can choose to go to a hospital or stand-alone centers4. No one offers the added service we offer; others focus on dialysis alone5. Market size: 88,000 needing dialysis (San Juan, Pasig, Q.C.). Niche market: 8,000
  4. 4. 2nd 5 steps Marketing Mix & Strategy6. SERENITY Package (dialysis + spa, facial, massage) BLISS Package (dialysis + game room/movie room) SOUL Package (dialysis +Healthy GOURMET meals)7. At par with other Class A hospital based dialysis centers8. Print ads, telecommunications, word of mouth, event sponsorships, E-marketing9. Greenhills area10. Niche market approach
  5. 5. Positioning to the Primary Target Market Part 1: Step 1 to 5
  6. 6. 1. Kidney Zen targets dialysis patients who want to be pampered…• Demographics (patients with Chronic Kidney Disease, needs dialysis, Social Class AB, living in San Juan, Q.C. Pasig area)• Lifestyle (does not want to get bogged down in the hospital; DEPRESSING• Behavior (always looks at value for money, enjoys the luxuries in life)
  7. 7. So that they can do more in life Gives them esteem , recognition, and pleasureNeed dialysis treatment
  8. 8. 2. Needs, Wants, ExpectationsNeed: Physiologic needs: health (dialysis) Safety: safe treatment Social needs: friends, a group Esteem needs: recognition of their stature Actualization needs: so that they can do more with life
  9. 9. 2. Needs, Wants, ExpectationsWant: comfort, value, service, entertainment, ambiance, leisure, they want MORE!Expectation: value for money, good service, service par excellence (Dialysis +++ and MORE!)
  10. 10. 3a. Kidney Zen has many established competitors• Hospital Based: The Medical City, Cardinal Santos, St. Luke’s• Stand-alone: Renal Care, Hemotek,• Variables: Price, package, operating hours, service quality, add-on services, location
  11. 11. 3b. Kidney Zen targets the niche: high price, high quality of service KIDNEY THE ST. CARDINAL RENAL HEMOTEK MEDICAL LUKES SANTOS CARE ZEN CITY Price High Mid Low Quality High Good Basic ServiceAdd- on  servicesLocation Standalone, Hospital- Hospital Hospital- Greenhills based, Based, based, Stand alone, QC Pasig QC GreenhillsOperating Monday to Monday to Sat, Monday to Sat, hours Sunday 3 shifts 2 shifts 4 shiftsPackages Serenity none Re-use package Bliss SOUL
  12. 12. 3b. Kidney Zen covers the niche market, high price and quality with add-on services PRICE/SERVICE Basic Service High Quality Add on MATRIX Service services Premium price Kidney Zen : BLISS, The Medical SOUL City, St. Luke’s Mid price Cardinal Kidney Zen : SERENITY Santos Low price Hemotek, Renal Care
  13. 13. 4. Kidney Zen positions strong on a niche market opportunityKidney Zen is the ONLY dialysis center that gives ADDED SERVICE! – SPA and massage – game/entertainment room/movie room (mahjong, poker, DVD movies) – HEALTHY Gourmet food * All while you are hooked to the dialysis machine!
  14. 14. 4. Kidney Zen positions strong on a niche market opportunity• No other dialysis center offers the same service• All others focus on basic dialysis,reducing cost, and making profitKidney Zen revitalizes YOU and your kidneys
  15. 15. 5a. The Medical City has a P172M market • The Medical City : 200 patients/month 200 patients x 3 sessions per week x 4 weeks = 2,400 sessions P6,000 /session x 2400 sessions = P14.4M gross monthly income P172M gross yearly income
  16. 16. 5a. Hospital X has a P43M market• Hospital X: private, tertiary hospital in QC / 150 patients/month 100 patients x 3 sessions/week x 4 weeks = 1200 sessions P3,000/session X 1200 sessions = P3.6 M gross monthly income P43.2 M gross annual income
  17. 17. 5b. Based on projections, Kidney Zen will cater to 100-200 patients, a P100M marketKidney Zen projected data: 100-200 dialysis patients in 1 monthTotal of 1,800-2400 dialysis sessions in a month
  18. 18. 5c. Niche market estimation…Population of San Juan: 125,338Population of Pasig City: 617,301Population of QC: 2,670,000 Total: 3,300,000CKD Stage 5 incidence: 2.6% (NNHeS 2004) 85,000 need dialysis
  19. 19. 5c. Niche market estimation…85,000 need dialysis 10% class AB8,500 niche marketTarget: 100 patients x 3 sessions/week x 4 weeks =1200 sessions x 7000 = P8.4M gross monthly income = P100M annual gross income
  20. 20. The Marketing Mix Strategy Part 2: Step 6-10
  21. 21. 6a. Kidney Zen Dialysis Center SOULSERENITY BLISS
  22. 22. 6a. CompetitorsHospital X Hemotek
  23. 23. 6b. Kidney Zen is a premium dialysis center • Kidney Zen is a high-end hemodialysis center that provides add-on services to the basic dialysis treatmentSerenity Bliss Soul
  24. 24. 7. Price: Kidney Zen is premiumpriced and benchmarked against The Medical City • SERENITY package: P6,000 • BLISS Package: P 6,500 • SOUL package: P7,000
  25. 25. 7. Price: Kidney Zen is premium priced and benchmarked against The Medical City • Kidney Zen is benchmarked against The Medical City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek
  26. 26. 8. Making Kidney Zen Well-known• Word of mouth• Print Ads
  27. 27. 8. Making Kidney Zen Well-known
  28. 28. 8. Making Kidney Zen Well-known
  29. 29. 8. Making Kidney Zen Well-known Gift Certificates
  30. 30. 8. Making Kidney Zen Well-known• Wellness Event Sponsorship• Tie-ups with doctors
  31. 31. 8. Making Kidney Zen Well-known• E-marketing – Facebook – Youtube – Website – Search Engines – Others: Twitter
  32. 32. 8. Making Kidney Zen Well-known
  33. 33. 8. Making Kidney Zen Well-known
  34. 34. 8. Making Kidney Zen Well-known
  35. 35. 8. Making Kidney Zen Well-known
  36. 36. 8b. Competitor’s promo: St. Luke’s
  37. 37. 8b. Competitor’s promo: The Medical City
  38. 38. 8b. Competitor’s promo: Hemotek
  39. 39. 8b. Competitor’s promo:Renal Care
  40. 40. 9. Kidney Zen is strategically located at Greenhills area• Greenhills, San Juan• We are accessible to residents of San Juan, Quezon City, and Ortigas Pasig area
  41. 41. 9. Kidney Zen is strategically located at Greenhills area Lemax Village Forest Hills Village Wack Wack Village Saint Ignatius Village Olympic Village Corinthians SubdivisionCinco Hermanos Village Greenhills Subdivisions Rolling Hills Village Valle Verde 1-6 Subdivisions San Antonio Village Greenmeadows Subdivision
  42. 42. 10. Kidney Zen targets a niche marketStrategy: to target Class A & B patients who need dialysis treatment who want excellent service excellent, unique, premium priced product Outside of a hospital
  43. 43. Kidney Zen Monitoring• Patient feedback – Satisfaction index – Areas to improve on• Accreditation
  44. 44. Kidney Zen Corporate Social Responsibility• 5% from packages/promos  Projects for the poor • medical missions • free dialysis services • free health information seminars• Recycling of waste products  Water recycling
  45. 45. Summary
  46. 46. 1st 5 steps PTM and Positioning1. Kidney Zen caters to dialysis patients2. Who don’t want to go to the hospital; who want added value and service3. Can choose to go to a hospital or stand-alone centers4. No one offers the added service we offer; others focus on dialysis alone5. Market size: 88,000 needing dialysis (San Juan, Pasig, Q.C.). Niche market: 8,000
  47. 47. 2nd 5 steps Marketing Mix & Strategy6. SERENITY Package (dialysis + Spa, facial, massage Treatment) BLISS Package (dialysis +game room/movie room) SOUL Package (dialysis +Healthy GOURMET meals)7. At par with other Class A hospital based dialysis centers8. Print Ads, word of mouth, event sponsorships9. Greenhills area10. Niche market approach
  48. 48. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  49. 49. KIDNEY ZEN Revitalizing YOU and your kidneys
  50. 50. LegendVillages near Greenhills Shopping Center• Wack Wack Village -Wack-Wack Greenhills, Mandaluyong City 1.5 km S• Forest Hills Village -157 Edsa , Mandaluyong (02) 726 2521 ‎ 1.8 km S• Olympic Village -General Araneta Avenue Araneta Center , Quezon City (02) 911 2892 ‎ 2.2 km N• Olympic Village -Julia Vargas Avenue , Mandaluyong (02) 633 8179 ‎ 2.2 km S• San Antonio Village -Manila 3.0 km S• Saint Ignatius Village -Quezon City 2.7 km NE• Rolling Hills Village -9th, Quezon City 3.0 km NW• Olympic Village -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 5496 ‎ 3.5 km S• Lemax Village Collection -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 7080 ‎ 3.5 km S• Cinco Hermanos Village -Maj. Santos Dizon Street, Marikina City 3.6 km NE
  51. 51. • http://www.zazzle.com/cr/design/pt- profilecard/?customize_it=true&pd=24038294 2510496204&size=business&media=thick_plai nwhite&front=business_front_horz&back=bus iness_back_horz&mode=fit&get_started_dial og=false

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