The document outlines a 10 step marketing plan for SAA Medical Clinic's OB-Gyne ultrasound services. The plan targets women of reproductive age in Pasig City who need affordable and reliable ultrasound exams. It estimates the market size at P38 million based on census data. The marketing strategy involves promoting the clinic's low prices, convenient locations, and specialized OB-Gyne ultrasound services to gain a competitive edge in the niche Pasig City market.

1. 10 STEP Marketing Plan for SAA Medical Clinic OB-Gyne Ultrasound Noel C. Cruz, M.D. June 2010

4. Positioning to the Primary Target Market Part 1: Steps 1 to 5

6. I want to have an ultrasound exam for my condition I want to have an affordable quality Ultrasound examination

9. SAAMC is highly competitive in the low price service among all social classes SAAMC St Therese TMC PCGH Other OB-Gyne USG Other Private Non-OB USG Price vs. Social Class Matrix TMC SAAMC Other OB-Gyne USG Price/ Social Class Matrix A B C D High price Low Price

10. SAAMC USG unique positioning is shown in this competitive map Many competitors in lprevent tooth decay and saves money positioning. Positioning vs. Brand Matrix TMC PCGH SAAMC STHI Other OB USG Other Non-OB USG OB Sonologist Low Price Convenient Location Modern USG machines Efficient service

12. 5a. Based on 2000 Census on Population and Housing of NSO on City of Pasig Source: http://www.census.gov.ph/data/pressrelease/2002/pr02174tx.html Population to double in 46 years. The population of Pasig City, as of May 2000 was 505,058 persons. This was up by 33,983 persons as compared to 471,075 persons recorded in the 1995 Census of Population (POPCEN). For the period 1995 to 2000, the annual population growth rate of Pasig City was 1.50 percent, lower than that of the 1990 to 1995 period (3.22 percent). If the current annual population growth rate of the city continues, the population of Pasig City was expected to double in 46 years. The number of households increased to 107,835 as compared to 104,242 households in 1995. The average household size recorded in Census 2000 was 4.67 persons, higher than the 1995 figure of 4.51 persons and lower than the national average of five persons.

13. 5a. Based on 2000 Census on Population and Housing of NSO on City of Pasig Source: http://www.census.gov.ph/data/pressrelease/2002/pr02174tx.html Median age was 24 years. Pasig City had a median age of 24 years. This meant that in 2000, half of the population were below 24 years old. In 1995, the median age was 23 years. Sex ratio was recorded at 95. Females outnumbered their male counterparts with a sex ratio of 95 males for every 100 females. The same sex ratio was recorded in 1995. More than half of females were in childbearing ages. Out of 259,011 females, there were 152,864 females or 59 percent in childbearing or reproductive ages (15 to 49 years) . The highest percentage of which, was reported by women aged 20 to 24 years (19.46 percent).

15. The Marketing Mix Strategy Part 2: Steps 6 to 10

16. 6a. OB-Gyne Ultrasound category is dominated by 5 types of healthcare units Private Non-OB Imaging (BDM) St Therese Hospital Pasig City General Hospital OB-Gyne USG Clinics The Medical City

19. 8a. Promo

25. SUMMARY

28. 10 STEP Marketing Plan for SAA Medical Clinic OB-Gyne Ultrasound Noel C. Cruz, M.D. June 2010