10 step marketing plan of prof bong de ungria marcelo
1. The 10 Step
Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
** 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. Disclaimer
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.
4. Summary headline of your PTM and
market
1. PTM: people in the medical industry in Quezon
province.
2. NWD: quality medical products at an affordable
cost
3. Competitors: 3 medical stores in Lucena City
4. Gap: one stop shop for medical supplies, low cost
5. Market: Hospitals, medical/nursing students and
patients in Quezon province.
5. Summary headline of your PTM and
market
6. Product: Various medical, hospital and x-ray
supplies.
7. Price: Ave 20-50% less than competitors.
8. Promo: Word of mouth
9. Place: Lucena city
10. Generic Winning Strategy of Mix: One stop
shop, quality goods, affordable
6. 1. Describe the primary target
market (PTM)*
• Demographics: ages 17-25 students; 26-
60 patients; class B,C,D; single & married.
• Lifestyle: either they are in the medical
industry or they are patients.
• Behavior: student items like scrub suit have
peak seasons. Medical maintenance like
syringe are regular (weekly)
7. 2. My PTM’s NWD
People: prevention/
preparedness from sickness.
Patients: Medical support (eg
syringe, insulin, dextrose)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler
7
8. 2. PTM’s needs, wants &
demands
Needs: Need to support medical maintenance (eg
syringe, insulin, dextrose) at an affordable cost.
Wants: There are usually 2-3 brands per product so
customers have a variety of choices.
Demands: Patients and students go for the low to
mid-range prices. Doctors go for the upper range
price.
9. 3a. Direct and indirect products
that address my PTM’s NWD
• Direct Competitor
• Company A: Generally has the same products with RM but at a
higher cost.
• Company B: Same with company A.
• Company C: focuses on products for medical/nursing students.
• Indirect Competitor
• Hospital pharmacies
• Malls
• Mercury drugstore
10. 3a. Direct and indirect products
that address my PTM’s NWD
• Variables that affect choice of product,
brand
• Price
• Quality
• Brand
• Hospital/ school preference
11. Position map for RM Trading
Price vs. Target Market
Target patients students doctors hospitals
market/cost
High price
RM
A B C
A B RM
Mid price A
RM
Low Price RM
C
12. Benefit positioning vs. brand map
Company A Company B Company C RM Trading
Affordable
Various brands
Low price range
Mid price range
High price range
Specialty Store
Location
Patients
Students
Doctors
Hospitals
13. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
• Aside from the current market in Lucena, there is opportunity for
other towns in Quezon province and Southern Tagalog
What NWDs are not being addressed?
• There is a growing demand for specialty products like pedia and
motorized wheelchair, student kits etc.
What can be the unique selling proposition for
the new product?
• Diversify the product lines. Become a “one-stop shop” for every
medical product need.
14. 5a. Estimate the market size
using competitor data
RM trading is the leading medical supply store in Lucena City. It
is a family owned business that started as a supplier to the
local hospitals then opened a store to walk-in customers.
According to the customers, they prefer the store due to the
affordable cost and choices of products. Some were reported
to have come from the neighboring towns while others claimed
to have come from Bicol, Romblon and Mindoro.
The city has about 8 hospitals aside from the private clinics and
5 colleges that offer medical related courses. It is estimated
that RM is receiving orders from 5 of those hospitals and most
of the students from the medical/ nursing schools.
15. 5b. Estimate the market size
using company data
1. Market share is claimed to be about 30-45% in
Lucena city.
16. 5c. Estimate the market size
using customer data
Usage per day or per year
Syringe-insulin (daily)
• 3x a day per person w/ diabetes
• Average of 1 per household.
Scrub Suit (regular)
• 2 sets a day average sale
• 4 sets a day (peak season)
Wheel Chair (occasional)
• 2-4 pcs a week average sale
17. 5. Decide on Market size in
pesos
RM trading is estimated to have 23M gross revenue in
2012. It is projected to have 8% increase per year.
20. 6b. Product
Description
There are a variety of products from the syringe, gloves,
scrub suits, nebulizer to
wheel chairs and hospital beds.
For retail items, like gloves, they are repacked.
25. 9. Place
• Where is your product available?
• RM trading has one store in Lucena City and caters the
walk-in customers within the city and neighboring towns.
Bulk orders from hospitals are taken by phone and delivered
within Lucena to Batangas.
26. 10. What is the generic winning
strategy?
Which of the 4 strategies are being used?
• Low Cost Producer/ Distributor
• Supply and Distribution Leverage
• Differentiation
• Niche
28. Summary headline of your PTM
and market
1. Target Market: patients and medical
industry in Lucena City
2. NWD: Affordable medical products
3. Direct Competitors: Companies A, B, C
Indirect Competitors: Drugstores
4. Gap: Low cost, Focused location.
5. Market share: 30-40% in Lucena City
29. Summary headline of your PTM
and market
6. Product: various medical, hospital and x-ray
supplies.
7. Price: ave 20-50% less than competitors.
8. Promo: Word of mouth
9. Place Lucena city
10. Generic Winning Strategy of Mix:
One stop shop, quality goods, affordable
