10stepmarketing paulvillarin

1. Paul N Villarin
November 2012
www.linkedin.com/in/paulvillarin

2. 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.

3. SELF is a non-stock, non-government organization
dedicated to the treatment and rehabilitation of
individuals suffering from substance abuse and
other Attitude Disorders. Since its inception in 1992, it
has provided residential treatment and rehabilitation
services to more than 1000 troubled men and women of
varied ages who have been diagnosed with substance
and non-substance dependencies. Of those who have
completed the program, 85% are living sober and
productive lives.

4. The main treatment and rehabilitation approach used by
SELF is called the Therapeutic Community (TC).
Developed more than 50 years ago, the TC is one of the
most effective behavior modification programs in the
world. It is founded on the Enlightenment Model of
recovery where individuals living together empower each
other to heal their addiction through insights derived from
group processes and Learning Experiences.
The SELF TC program utilizes a highly structured
environment built around a well-defined Chain of
Command. Through a rigid schedule of daily activities,
residents are closely monitored, evaluated and promoted
according to their attitudinal development.

5. The SELF TC operates around a complex system of different
Tools of the House that encourages the residents to effect
changes in their behavior. Seminars and workshops are
provided to further encourage them to take a positive view
of life in general.
In 2004, SELF improved its program by implementing
a Dual Approach Program of Behavior Modification
complemented by Clinical Intervention. Since then,
incidents of relapse, particularly from clients with multiple
disorders, have been remarkably reduced.
SELF has been at the forefront in developing rehab
technology in Asia. It has pioneered unique methods of
intervention which have gained acceptance in the industry
both in the Philippines and parts of Asia.

6. 1. SELF’s PTM are families belonging to class B, A,
AA, AAA
2. Who demands only the best drug rehabilitation
treatment for their loved ones.
3. Can choose Seagulls or Rising Phoenix.
4. Gap is that all other centers employs only the
traditional TC program.
5. Market size is 130 million. SELF share is 50
million.

7. 6. SELF has world class facilities, a dual approach
program, monthly journals, & high success rate
for graduates.
7. SELF is priced 20% more than Seagulls and 35%
more than Rising Phoenix.
8. Uses word of mouth, direct marketing, public
relations, events & experiences.
9. Has secluded facility and main office in Alabang.
10. Uses differentiation approach to win.

8. Families of social class B, A, AA, AAA within Metro
Manila and nearby provinces.
With loved ones (family members) having substance
abuse problems.

9. I am a good parent, Self-Actualization
spouse, kin, or friend Needs
(Self-Development
& Realization)
Need to be recognized by loved one
who is a substance abuser Esteem Needs
(Recognition,
Status)
Need to be loved by loved one
who is a substance abuser Social Needs (sense of
belonging, love)
Wants security and protection for
loved one who is a substance abuser Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarchy of Needs Marketing Management, 11th ed, Philip Kotler

10. Families of substance abusers desperately needs to feel that
they are good parents, spouses, kin, or friend. They need to
be recognized for this and to be loved by the substance
abuser.
They prefer SELF for its world-class facility and its proven
dual approach program.
They demand only the best for the substance abuser.

11. Direct: Seagulls and Rising Phoenix
(Uses similar TC program)
Indirect: Small private therapeutic community, public
rehabs
Variables: Price, location, facility, program, program
graduates, website

12. Price vs. Social Class
Price/ D C B A AA AAA
Age
Matrix SELF
Seagulls
High
price Rising
Other Phoenix
Private
Low Public Rehabs
Price Rehabs

13. Feature Benefit Positioning vs. Brand Matrix
Other
Public Private Rising
Feature & Benefit Rehabs Rehabs Phoenix Seagulls SELF
TC Program
DOH Accreditation
Treatment Facility
Website
Lifetime Support
International Accreditation
Family Empowerment
Program
Separate Main Office
Clinical Program (Dual
Approach)
85% Success Rate
Monthly Journals

14. SELF possess all the features sought for in a
rehabilitation center.
SELF is the center with the promise of a high
success rate: 85% of graduates do not relapse (as
per 16 year statistics: 1992-2008).
Monthly Journals
SELF Dual Approach Program

15. 4. “Positioning”: Brand Identity from the
Maker
SELF Enhancement for Life Foundation,
Rehabilitation and Beyond!
Source: http://www.selfoundation.com

16. Seagulls – 70 heads – 70(0.70) = 49
At 50,000 a month for 12 months = P600,000
600,000 (49) = P29,400,000
Rising Phoenix – 70 heads – 70(0.70) = 49
At 45,000 a month for 12 months = P540,000
540,000 (49) = P26,460,000
SELF – 100 heads – 100(0.70) = 70
At 60,000 a month for 12 months = P720,000
720,000 (70) = P50,400,000
TOTAL = P106,260,000
*Admission rates may vary and are not consistent for every resident. This is
normal for the rehab industry since admission rate is dependent on
negotiations. The rates shown are the known usual rates as of 2011.

17. 1. SELF admits an around of 70 residents per year.
Give or take P60,000/month x 12months =
720,000/year
x 70 residents = P50,400,000
2. SELF claims the top of mind choice among its
main competitors (Seagulls and Rising Phoenix).
It claims market share of 40%.
3. Total market for social class B, A, AA, AAA is
P50,400,000/0.40 = P126 million.

18. Seagulls has 50 residents at 600,000/year each= P 30
million
Rising Phoenix has 50 residents at 540,000/ year each =
P 27 million
SELF has 70 residents at 720,000/year each = P 50.4
million
TOTAL = P 107.4 million

19. 1. Competitor data= P 106,260,000
2. Company data = P 126,000,000
3. Customer Usage data = 107,400,000
* Derived conclusion with an upward adjustment of market
size considering that small private rehabs of varied rates
is estimated to have a market share of 10% most of which
are from social class B.

20. *According to the Philippine Drug Enforcement Agency, a closer
look at the profile of drug personalities in 2010 would
manifest one social problem in the country - poverty. Based
on the data of arrested drug personalities (8259), 58% are
underemployed and 21% are unemployed.
Underemployment and unemployment are indicators of
poverty.
Judging from this, social class B, A, AA, AAA only comprises 21%
(1,734). 45% of which are from NCR (780). Individuals who
are actually brought to treatment is estimated to be 1 out of
every 3 or 33% (257).
Source: http://pdea.gov.ph

22. 1. SELF possess all the features sought for in a
rehabilitation center.
2. SELF is the center with the promise of a high success
rate: 85% of graduates do not relapse (as per 16 year
statistics: 1992-2008).

23. SELF Dual Approach Program
Normally, TC behavior modification approaches claim that
if we changed the way one behaves, we’re likely to
resolve the dependency issues. In 2004, SELF improved
its program by implementing a Dual Approach Program of
Behavior Modification complemented by Clinical
Intervention. With the incorporation of clinical therapy,
clients are now able to reap the full benefit of holistic care
as they receive individual and group counseling, family
therapy, medical and mental health services which may be
required by the client.

24. Through this approach, SELF can also address co-
occurring (concurrent) mental/psychiatric and substance-
related disorders through a multi-dimensional approach of
biological (pharmacologic), psychological (counseling &
therapy), social (peer-based influences) and spiritual
formation.
Source: http://www.selfoundation.com

25. Seagulls Village – P50,000/month
Rising Phoenix – P45,000/month
SELF – P60,000/month
The market, social class B, A, AA, AAA has the
capacity to pay. Taking from the PTM’s NWD, they
want only the best. SELF differentiation approach
allows it to charge higher rates (Competitive
Advantage, Porter, M.E., 1985)

26. 1. Word of
Mouth
2. Direct
Marketing
3. Public
Relations
4. Events and
Experiences

28. http://www.youtube.com/watch?v=LauE4oe_D8E

30. Reedley International Drug Symposium I Quezon City, March 14, 2011
SELF participated in a drug symposium at the Reedley International School in Quezon City on March
14. In a forum entitled “reel Vs. real”, SELF President Martin r. Infante presented a seminar entitled “No
To Friend — Learning About Addiction and How to Avoid Falling Prey to Dependent Behavior. He
talked about the myths of addiction and associated physical and psychological challenges. He also
provided valuable tips for teen-age healthy living and how to build trust in families. Three reentry
residents followed and took turns sharing their life stories to an eager crowd of 1st and 2nd year high
school students. Photo shows the SELF team (from left) Tony, Gie, Allysa and Martin holding up two
posters drawn by the students as their token of appreciation, with Reedley Teacher Jotham Manlapaz
and a few of the students.

31. Movie Screening

34. http://www.youtube.com/watch?v=2dD9Qjfxc-o&feature=related

36. Not informative

37. Rehabilitation centers are usually located far from the
Metro. In order to make SELF accessible, it has a
separate office in the Madrigal Business Park in
Alabang. These makes personal and phone inquiries
easier. Rising Phoenix and Seagulls Village also have
separate offices and are also in Madrigal Business Park.

38. SELF’s main strategy is differentiation
Social class B, A, AA, AAA has the capacity to pay.
With the PTM’s NWD of wanting only the best
treatment for their loved one, low cost as a
strategy is not as dominant.
SELF has a more informative website relative to the
competition.
Has a bigger and more developed facility.

39. SELF benefits from its industry leading success rate
of 85% for the graduates of its program.
Publishes monthly journals for distribution which
promises better reach to potential clients.
SELF differentiates further from the competition
through its integrated dual approach program.

41. 1. SELF’s PTM are families belonging to class B, A,
AA, AAA
2. Who demands only the best drug rehabilitation
treatment for their loved ones.
3. Can choose Seagulls or Rising Phoenix
4. Gap is all other centers employ only the
traditional TC program.
5. Market size is 130 million. SELF share is 50
million.

42. 6. SELF has world class facilities, dual approach
program, monthly journals, & high success rate
for graduates.
7. SELF is priced 20% more than Seagulls and 35%
more than Rising Phoenix.
8. Uses word of mouth, direct marketing, public
relations, events & experiences.
9. Has secluded facility and main office in
Alabang.
10. Uses differentiation approach to win.

43. Paul N Villarin
November 2012
www.linkedin.com/in/paulvillarin