10 Step Marketing plan for a future eye center

1. 1
10 STEP
Marketing Plan for
Ind-EYE-gent Center
ULYSSES JOSEPH L. YAP
August 2015

2. The 10 Step Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
2011 Edition
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.

3. 3
10 STEP
Marketing Plan for
Ind-EYE-gent Center
ULYSSES JOSEPH L. YAP
August 2015

4. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

5. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

6. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

7. 1. The primary target market
(PTM)*
 55-80 year olds, male or female, Social class
D, single or married, indigent Filipinos
 Disadvantaged, impoverished Filipinos in
agricultural sector of Zamboanga del Sur and
Misamis Occidental, and surrounding areas
 Those with increasing visual problems, who
would otherwise tolerate their symptoms if not
for the availability of accessible
ophthalmologic services

8. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow

9. Describe your PTM needs
9
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler

10. 2. PTM’s needs, wants &
demands
Needs: list of needs from Maslow’s hierarchy that the
product meets.
Wants: what variables are used by the primary target
market to choose among several products that can
satisfy the same needs.
Demands: for the PTM to finally decide to buy the
product, what characteristics, values, benefits or
selling propositions must the product have?
** for needs, wants & demands, underline the top 1or 2
variables that are most important to the PTM

11. 3a. Direct and indirect
products that address my
PTM’s NWD
VARIABLES: Accessibility, price of
services, proximity to eye centers

12. 3b. Create 2 Positioning Maps
1st
Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st
Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands

13. 2x2 competitive position map
for ophthalmologic service
Price/
Social
Class
A B C D
High
price
Low
Price
ZEC
TCGLEC
INDEYEGENT
Price vs. Social Class
Matrix
as of 2011

14. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
Many indigent seniors receive monthly pension under RA 9994
PhilHealth have scaled up their coverage of indigent members
Many of these members possess traditional health-seeking
behavior: opting to defer treatments because of lack of financial
resources
There is lacking presence of available health care centers in
Zamboanga especially with centers that can address
ophthalmologic pathologies that are PhilHealth accredited
ambulatory surgical clinic
Indigents are unable to capitalize on their pension and PhilHealth
benefits

15. 4. Identify the gap between
customers and competition
What NWDs are not being
addressed?
The need to achieve an overall sense of
wellness
The want to protect own sight
The desire to perform optimally in one’s
daily activities with no visual
disturbances

16. 4. Identify the gap between
customers and competition
What can be the unique selling
proposition for the new product
(totally new or repositioned.)
That the product be an initiative for indigent
members to change their health seeking
behavior to a proactive role.
That indigent members may utilize their pension
and PhilHealth benefits, that they have not
used because of poor availability.

17. 5a. Estimate the market size
using competitor data
There is no existing competitor that provides
ophthalmologic services with financial
assistance particularly to indigenous Filipinos
Region IX has an indigenous population of 993,232
10.3% belong to the 55 and above age group 102,302
RP prevalence of visual impairment in Region IX is at
8.8%
MARKET SIZE = ~9002 indigent, >55Y, Filipinos

18. 5b. Estimate the market size
using company data
1. Claimed market share 70%
2. Guesstimate on market share
 Wide extent of distribution because of its
proximity to indigenous population
 As well as having large amounts of
financial resources to help fund services
of indigent members

19. 5c. Estimate the market size
using customer data
1. Usage per day or per year
 A target of 3-5 phacoemulsification
surgeries in a week
 A target of 3 visual assessment
procedures in a day

20. 5. Decide on market size in
pesos, not in number of
people
1. Competitor data= 9002 Filipinos x
1000/procedure = 9,002,000
2. Company data = 70%
3. Customer Usage data = 60,000 x 48
weeks = 2,880,000

21. 6a. Photo of product category
INDEYEGENT
EYE SOLUTIONS

22. 6a. Show how product looks
vs. competition
Product shot 1
of direct competitors
Product shot 2
of indirect competitors
INDEYEGENT
EYE SOLUTIONS

23. 6b. Product Description
The product is centered on
comprehensive ophthalmologic services
that include:
Vision screening/visual acuity testing
Diabetic screening
Glaucoma screening
Retinopathy of prematurity screening
Overall eye health checkup
Glaucoma
IOP monitoring
Gonioscopy
Visual field testing
Trabeculectomy
Peripheral iridectomy
Ahmed valve insertion
Phacoemulsification with Mono and
Multifocal IOL

24. 7. Price
 Cataract Treatment – 20,000-46,000
 Phacoemulsification – 30,000-46,000
 PhilHealth Cataract Package covers
16,000
 With financial assistance from Divine
Mercy Charity covering 10,000
 ESTIMATED PRICE: 5,000-20,000

25.  VISION SCREENING/VISUAL ACUITY
TESTING – 100PHP
7. Price

26. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
1
2
3

27. 8a. Your products
Promotions
Since the PTM includes Class D, we cannot
rely on mass marketing via web platforms
since most of these consumers have
limited access to the Internet.
Mass marketing through sales promotion and
flyer distribution would be more
appropriate for this particular PTM.

28. 8a. Your products
Promotions
Personal marketing through word of mouth
will also be strongly utilized since these
consumers practice “prescription sharing”
This will also help shape consumer behavior
into one of active health-seeking behavior.

29. 8a. Samples of Promo
Samples
Flyers
INDEYEGENT
EYE SOLUTIONS

30. 8b. Competitor promo
(Zambo Eyecare Center)

31. 8b. Competitor promo
(Zambo Eyecare Center)

32. 8b. Competitor promo (Tzu
Chi Great Love Eye Center)

33. 9. Place

34.  INDEYEGENT Center will be located along
the Ozamiz-Oroquieta National Highway
 It will be located near the Misamis Occidental
Provincial Center for easier facilitation of
indigent members availing services
 Likewise, it is located near agricultural areas
for easier accessibility.
9. Place

35. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche

36. 36
SUMMARY

37.  55-80 year olds, male or female, Social
class D, single or married, indigent
Filipinos
 NWD For overall health, optimal daily
functioning, and protection of sight
 Zambo Eye Center is the nearest eye
center, but it is not a PhilHealth
accredited surgical clinic
Steps 1 to 5
INDIGENT >55Y/O FILIPINOS

38. 1. The opportunity lies in the absence of
an accessible, cost-friendly center that
provides ophthalmologic services to
Class D indigent Filipinos
2. The market is worth ~2M
Steps 1 to 5
INDIGENT >55Y/O FILIPINOS

39. 6. Offering visual assessment
ophthalmologic examination as well as
cataract surgery (phacoemulsification)
7. With deductions from PhilHealth
indigent benefits, premiums, and
charity financial assistance, indigent
members can expect to shell out ~5K
PHP
Steps 6 to 10
Summary headline of the
marketing mix & strategy

40. Promotions include sales promotion, word of
mouth and public relations
Located along the National Highway of Ozamiz
and Oroquieta, near the Misamis Occidental
Provincial Center
Utilizing a supply and distribution leverage
strategy
Steps 6 to 10
Summary headline of the
marketing mix & strategy

41. 41
YOUR ASSIGNMENT AS A
MARKETING STUDENT

42. Your Assignment
 Use this template to make your
marketing plan for a product or
company that will also be the topic of
your STRAMA
 Follow power presentation principles

43. Grading
 Customers (PTM, NWD)- 20%
 Competition (Positioning Map, Market
Size) 30%
 Company (4Ps, Strategy)- 40%
 Power Principles Formatting- 10%