10 step marketing plan tmc dac
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The document outlines a 10 step marketing plan for The Medical City Derma and Aesthetic Center. It identifies the primary target market as individuals aged 13 and older from social classes AB who value beauty and aesthetics. The center's niche is offering patients an active role as partners in their care. While Belo and Calayan control most of the market share currently, the plan aims to increase The Medical City's share from its current 1-3% through emphasizing its brand and image, equipped facilities, and partnership approach to care.
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10 step marketing plan tmc dac
- 1. 10 Step Marketing Plan for The Medical City: Derma and Aesthetic Center Jose Eduardo D. Legarda November 30, 2010 Tuesday, November 30, 2010
- 2. Primary Target Market: Value Beauty & Aesthetics • Demographics (13 years old and above, M/F, social class AB) • Lifestyle (studying, working, has “made-it”) • Behavior (what is beauty, sexy,“in”) Tuesday, November 30, 2010
- 3. Need,Wants, Demand • Individuals need to belong, raise self- esteem, self-actualization • Individuals choose TMC: Derma and Aesthetics for its doctors, technology, security, and health • Feel that they are PARTNERS Tuesday, November 30, 2010
- 4. Competition • Direct: St. Luke’s Dermatology and Aesthetics Center, Asian Hospital’s Cosmetic Surgery, Belo, Calayan, others • Indirect: Beauty Products, Gyms, Spa’s • Variables: Price, Equipment, Doctors, Availability, Security, Brand Tuesday, November 30, 2010
- 5. St Luke’s Brand vs. Equipment Brand/ Equipment Updated Acceptable Obsolete Popular Brand Unknown Brand Belo TMC Calayan Asian others Tuesday, November 30, 2010
- 6. Brand/ Equipment Secured Acceptable Not Secured High Price Low Price St Luke’s Price vs. Security BeloCalayan TMC Asian others Tuesday, November 30, 2010
- 7. Market Niche • TMC Derma and Aesthetic Center offers patients to have an active role • to be PARTNERS Tuesday, November 30, 2010
- 8. Market Share • The estimated market share of Belo is roughly 50% • Calayan’s 30% • The remaining is divided by the many smaller groups, • ...TMC Market Share 1-3% Tuesday, November 30, 2010
- 9. Tuesday, November 30, 2010
- 10. The Medical City • The Medical City is a tertiary care hospital • who’s philosophy revolves addressing the entire continuum of health needs, patient as equal, informed and empowered partner in pursuit and preservation of health • JCI accredited Tuesday, November 30, 2010
- 11. • Offers a wide range of Dermatologic and Aesthetic Services, equipped with one of the latest technology, handled and cared by a skilled team of doctors and nurses Tuesday, November 30, 2010
- 12. Price • Laser Therapy Underarm • 1 session - Php2565 • 5 session - Php 12310 TMC priced its laser therapy based on the number of session, at 5 session it’s 70% more expensive than Belo’s. It is 50% less than Calayan’s hair removal package (not priced by # of sessions) Tuesday, November 30, 2010
- 13. Promo • As one of the services provided by The Medical City, it relies heavily on the Brand of The Medical City • Multimedia promotions are played within hospital premises • Power of the walking-talking advertisement: Word of Mouth Tuesday, November 30, 2010
- 14. Place • Center for Wellness and Aesthetics, 6th floor Podium Building,The Medical City. Tuesday, November 30, 2010
- 15. Winning Strategy • Niche • Brand Image Tuesday, November 30, 2010
- 16. 10 Step Marketing Plan for The Medical City: Derma and Aesthetic Center Jose Eduardo D. Legarda November 30, 2010 Tuesday, November 30, 2010