Marketing Management

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Marketing Management

  1. 1. SWOT, Segmentation, Targeting, Positioning Situation 3:You belong to a very well off family and is planning to set up a chain of hospitals.Group Members:•Mohammad Talha•Mohsin Siddiqui•Nanik Ram•Nazish Verteji•Sharjeel Ahmed
  2. 2. VisionTo be a leader for excellence and innovationin the delivery of health care and patientsafety, continually improving the quality ofservices and the patient care experience.
  3. 3. Mission StatementTo provide quality health services andfacilities for the community, to promotewellness, to relieve suffering, and to restorehealth.
  4. 4. SWOT Analysis
  5. 5. SWOT Analysis Strengths Weaknesses• Financially strong • No Building (hospital based)• Extra ordinary reputation • No expertise• Business already exist (other than • No transport services/ambulances hospital)• More number of contacts (inside and outside Pakistan) Opportunities Threats• Availability of new technology • Existing competitors• New services • Economic slowdown• Day to day increasing diseases • Political uncertainty• Donor are available • Extortion threats• Caters large number of population • Adverse govt. policies • Law and order situation
  6. 6. Market segmentation
  7. 7. Segment 1 FOCUS ON MATERNAL•Country: Pakistan•Density: Urban•City: Major cities (population over 4 Million)•Age: 20-34•Gender: female•Family life cycle: married (no children / with children)•Social class: lower and middle•Benefits: quality and service•User status: first time user•Readiness status: aware•Attitude: positive
  8. 8. Segment 2 FOCUS ON PEDIATRIC•Country: Pakistan•Density: Urban and Rural•City: Major cities (population over 4 Million)•Age: birth – 18 years•Family size: more than 2•Gender: Both (Male and Female)•Social class: lower and middle•Income: seekers (Rs. 8K – 50K/month)•User status: first time user•Attitude: positive
  9. 9. Segment 3 FOCUS ON GENERAL CLINICS•Country: Pakistan•Density: Urban and Rural•City: Major cities (population over 4 Million)•Age: above 18 years•Family size: doesnt matter•Gender: Both (Male and Female)•Social class: lower and middle•Income: seekers (Rs. 8K – 50K/month)•Benefits: quality and service•User status: first time user•Attitude: positive
  10. 10. Segment 4 FOCUS ON OLD AGE•Country: Pakistan•Density: Urban & Rural•City: Major cities (population over 4 Million)•age: 60+•Gender: both (Male & Female)•Family life cycle: older (single or married)•Occupation: retired•Lifestyle: survivors•Benefits: service•User rate: medium user•Attitude: positive
  11. 11. Segment 5 FOCUS ON DENTAL CARE•Country: Pakistan•Density: Urban and Rural•City: Major cities (population over 4 Million)•Age: above 5 years•Family size: doesnt matter•Gender: Both (Male and Female)•Social class: lower and middle•Income: seekers (Rs. 8K – 50K/month)•User status: first time user•Benefits: quality and service•Attitude: positive
  12. 12. Targeting
  13. 13. TARGETED SEGMENT:DENTAL HEALTH & PEDIATRIC HEALTHWe will target lower and middle classgroup. Offering more valuable serviceswith low consultation fees in pediatricand offer welfare services in dental.
  14. 14. Positioning
  15. 15. Price MORE THE SAME LESS Existing competitors: MORE Altamash institute of dental Institute Of Health medicine Aga Khan University Care HospitalBenefits THE SAME LESS

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