10 Step Print AD Marketing Plan

1. 10 Step Marketing PlanAsian Eye Institute Print AD CJ Villafuerte January 2011 CJQV ASM+PH 2012

2. SCOPE (The Student Application of the ASMPH)1st Semester 2009 Issue CJQV ASM+PH 2012

3. Outline Primary Target Market Needs, Wants, Demands Competition Gap, Position, Opportunity Market Size Product Promotion Price Place Generic Winning Strategy CJQV ASM+PH 2012

4. Primary Target Market Asian Eye Institute’s PTM is the “Well-Off Filipino Family” Who want to have: Excellent Vision and Healthy Eyes Can choose American Eye Institute and Hospital Eye Centers Gap is all other companies focus on Price and other Service Mix No information on market size CJQV ASM+PH 2012

5. Marketing Mix & Strategy Asian Eye Institute No info about price premium Uses print media, internet Branches are found around Metro Manila Uses a differentiation approach to win CJQV ASM+PH 2012

6. Positioning to the Primary Target Market Part 1: Steps 1 to 5 CJQV ASM+PH 2012

7. Asian Eye Institute’s Primary Target Market is the “Well-Off Filipino Family” Demographics (children, teens and adults, 7-70, M/F, social class AB, single/married) Lifestyle (Family Centered and Health Mindful) Behavior (Individuals who want to improve their vision) CJQV ASM+PH 2012

8. Influencing Buyer Behavior CJQV ASM+PH 2012 I will be able do more things with healthy eyes I need tohave healthy eyes for my family I want healthy eyes.

9. My PTM’s Needs, Wants, Demands CJQV ASM+PH 2012 Children, Teens & Adults need to have healthy eyes, fulfill their responsibilities to their family and self-actualization choose Asian Eye Institute over other eye institutes because of Excellent Service Quality (State of the Art Technology and Facilities, Well-Trained Staff) Type and # of Services Offered expect excellent vision and healthy eyes

10. Asian Eye Institute has many formidable competitors Direct: American Eye Institute, Hospital Eye Centers (The Medical City, St. Luke’s). Indirect: Optical Shops Variables: Availability Brand Price Number of Services Offered Quality of Services Offered CJQV ASM+PH 2012

11. Asian Eye Institute: Eye Center with Great Quality, High Priced Services CJQV ASM+PH 2012 Optical Shops Hospital Eye Centers American Eye AEI

12. Asian Eye Institute’s unique positioning is shown in this competitive map CJQV ASM+PH 2012

13. Asian Eye Institute Positions in a Differentiation Market Opportunity Asian Eye Institute is the only eye center who offers: Excellent Quality Eye Services from Harvard Physicians For the Filipino family Who want excellent vision and disease-free eyes No brand offers similar services Others focus on low prices and other eye services CJQV ASM+PH 2012

14. Market Size: Competitor Data 35,000 Eye Surgeries in 13 years American Eye Institute Print AD from Scope 1st Semester 2009 Issue Estimate Surgery Price P65,000 2692 surgeries/year * 65,000 = P175 M CJQV ASM+PH 2012

15. Market Size: Company Data None from the print ad. CJQV ASM+PH 2012

16. Market Size: Customer Data None from the print ad. CJQV ASM+PH 2012

17. Conclude that vitamin market is … None from the print ad. CJQV ASM+PH 2012

18. The Marketing Mix Strategy Part 2: Steps 6 to 10 CJQV ASM+PH 2012

19. The Eye Center business is dominated by Asian Eye, American Eye, Hospital Eye Centers & Optical Shops CJQV ASM+PH 2012

20. Product Description CJQV ASM+PH 2012 Asian Eye Institute is a world-class eye center with a dedicated core tam of specialists trained at the Harvard Medical School. We provide a full range of specialized services using cutting-edge technology and state-of-the-art facilities. Services include LASIK, Eye Plastic Surgery, Cataract, Glaucoma, Diabetic Retinopathy Management, Pediatric Eye Care, Low Vision and Visual Rehabilitation, Optical Dispensary and Contact Lens Service

21. Price – Close-up is …% premium priced on No data from print ad. CJQV ASM+PH 2012

22. Current Promotions CJQV ASM+PH 2012

23. Current Promotions CJQV ASM+PH 2012

24. Current Promotions CJQV ASM+PH 2012

25. Suggested Promotions CJQV ASM+PH 2012 Loyalty Cards

26. Suggested Promotions CJQV ASM+PH 2012 Convention Booths

27. Suggested Promotions CJQV ASM+PH 2012 AEI-Optical Shop Referral Partnerships

28. Suggested Promotions CJQV ASM+PH 2012 Other Online Promotions

29. Competitor Promotion CJQV ASM+PH 2012

30. Competitor Promotion CJQV ASM+PH 2012

31. Asian EYE Branches are Located in Metro Manila Business Centers & Malls Along EDSA Rockwell, Makati (Main) SM Mall of Asia, Pasay Trinoma Mall, Quezon City Metro Manila Patient Visits Cash and credit transaction CJQV ASM+PH 2012

32. Generic Winning Strategy Low Cost Services Supply and Distribution Leverage Differentiation Niche CJQV ASM+PH 2012

33. Restor-F is a Unique Asian Eye Institute’s main strategy is to distinguish itself apart from the other Medical Eye Centers in the market It benefits from differentiation of its services Provides excellent quality services in Metro Manila CJQV ASM+PH 2012

34. Summary CJQV ASM+PH 2012

35. Primary Target Market Asian Eye Institute’s PTM is the “Well-off Filipino Family” Who want to have: Excellent Vision and Healthy Eyes Can choose American Eye Institute or Hospital Eye Centers Gap is all other companies focus on Price and other Service Mix No information on market size CJQV ASM+PH 2012

36. Marketing Mix & Strategy Asian Eye Institute No info about price premium Uses print media, internet Branches are found around Metro Manila Uses a differentiation approach to win CJQV ASM+PH 2012

37. References Note: Data of the just described products came from print media, public internet websites and other public sources http://www.asianeyeinstitute.com/ http://www.eyecenter.com.ph/ This Marketing Plan is for educational purposes only CJQV ASM+PH 2012

38. 10 Step Marketing PlanAsian Eye Institute Print AD CJ Villafuerte January 2011 CJQV ASM+PH 2012