V ISUALLY  I MPAIRED  B ROTHERHOOD for  E XCELLENT  S ERVICES, Inc. A case analysis using the 7 of the13-P Approach Presen...
1 st   P :  POTENTIAL MARKET <ul><li>The set of consumers who profess a sufficient level of interest in a market offer. </...
2 nd   P :  PRIMARY TARGET MARKET <ul><li>Housewives and working mothers </li></ul><ul><li>Skilled workers  (men, strenuou...
3 rd   P :  POSITIONING <ul><li>Reflexology at low cost </li></ul><ul><li>Wholesome services </li></ul><ul><li>Offers diff...
4 th   P :  PRODUCT <ul><li>Offers: Swedish, Shiatsu, Reflexology, and Acupressure </li></ul><ul><li>Different services:  ...
5 th   P :  PRICE DIFFERENT MASSAGE RATES <ul><li>Affordable pricing schemes </li></ul><ul><li>Segmentized </li></ul>SERVI...
6 th   P :  PROMO <ul><li>OFFERS PROMOTIONS </li></ul><ul><li>Off-peak weekday rates, 10am to 2pm </li></ul><ul><li>Off-pe...
7 th   P :  PLACE <ul><li>STRATEGIC LOCATIONS FIT FOR TARGET MARKET </li></ul><ul><li>High traffic, urban, and central loc...
V ISUALLY  I MPAIRED  B ROTHERHOOD for  E XCELLENT  S ERVICES, Inc. A case analysis using the 7 of the 13-P Approach Prese...
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VIBES Case Study

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Case study and analysis using the 7 of the 13-P Approach.

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VIBES Case Study

  1. 1. V ISUALLY I MPAIRED B ROTHERHOOD for E XCELLENT S ERVICES, Inc. A case analysis using the 7 of the13-P Approach Presentation by: Mark Valino 10 May 2010 Ateneo Graduate School of Business
  2. 2. 1 st P : POTENTIAL MARKET <ul><li>The set of consumers who profess a sufficient level of interest in a market offer. </li></ul><ul><li>Low income to lower middle income </li></ul><ul><li>Male and female </li></ul><ul><li>Early 30’s and older </li></ul><ul><li>Busy urban dweller </li></ul>
  3. 3. 2 nd P : PRIMARY TARGET MARKET <ul><li>Housewives and working mothers </li></ul><ul><li>Skilled workers (men, strenuous physical activities at work) </li></ul><ul><li>Believers of therapeutic/touch healing </li></ul><ul><li>Charitable people/ who wants to help the blind </li></ul>
  4. 4. 3 rd P : POSITIONING <ul><li>Reflexology at low cost </li></ul><ul><li>Wholesome services </li></ul><ul><li>Offers different services </li></ul><ul><li>Accessibility to clients </li></ul><ul><li>Help blind to gain employment </li></ul><ul><li>Nation building through therapeutic massage </li></ul>
  5. 5. 4 th P : PRODUCT <ul><li>Offers: Swedish, Shiatsu, Reflexology, and Acupressure </li></ul><ul><li>Different services: Home service, Bed massage, chair massage (whole body and parts) </li></ul><ul><li>Other programs and services: Corporate massage, trainings, adapted sports for the blind, and musical entertainment </li></ul>
  6. 6. 5 th P : PRICE DIFFERENT MASSAGE RATES <ul><li>Affordable pricing schemes </li></ul><ul><li>Segmentized </li></ul>SERVICE BED MASSAGE 1-hour / whole body Php 290.00 30-minutes / body parts Php 170.00 CHAIR MASSAGE 1-hour / whole body Php 220.00 30-minutes / body parts Php 130.00
  7. 7. 6 th P : PROMO <ul><li>OFFERS PROMOTIONS </li></ul><ul><li>Off-peak weekday rates, 10am to 2pm </li></ul><ul><li>Off-peak weekend rates, 10am to 2pm </li></ul>
  8. 8. 7 th P : PLACE <ul><li>STRATEGIC LOCATIONS FIT FOR TARGET MARKET </li></ul><ul><li>High traffic, urban, and central locations (malls, centers) </li></ul><ul><li>Locations are likely concentrated with low income to low middle income population </li></ul><ul><li>(Novaliches, Metro East, Valenzuela, Commonwealth, Tanay, and Baesa, among others) </li></ul><ul><li>Locations for discriminate market (Manila and Puerto Domestic Airports) </li></ul><ul><li>Home services in urban areas and </li></ul><ul><li>one provincial (Palawan) </li></ul>
  9. 9. V ISUALLY I MPAIRED B ROTHERHOOD for E XCELLENT S ERVICES, Inc. A case analysis using the 7 of the 13-P Approach Presentation by: Mark Valino 10 May 2010 Ateneo Graduate School of Business

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