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KIDNEY ZEN Revitalizing YOU and your kidneys
10 Step Marketing Plan for  Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business  January 2010
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 st  5 steps PTM and Positioning
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 nd   5 steps Marketing Mix & Strategy
Positioning to the Primary Target Market ,[object Object]
1.  Kidney Zen  targets dialysis patients who want to be pampered… ,[object Object],[object Object],[object Object]
Gives them esteem and pleasure So that they can do more in life Need Dialysis treatment
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. Needs, Wants, Expectations
[object Object],[object Object],2. Needs, Wants, Expectations
[object Object],[object Object],[object Object],3a.  Kidney Zen  has many established competitors
3.b  Kidney Zen  targets the niche: high price, high quality of service Kidney Zen The Medical City St. Lukes Renal Care Hemotek Price High High High Low Low Quality Service High High High Basic Basic Add- on services      Location Standalone- Greenhills Hospital-based, Pasig Hostpital Based, QC Stand alone, QC Standalone, QC Operating hours Monday to Sunday 3 shifts Monday to Sat,  3 shifts Monday to Sat,  3 shifts Monday to Sat,  2 shifts Monday to Sat,  2 shifts packages Wellness package,  Fun package,  Feast package none none Re-use package Re-use package
3b.  Kidney Zen  covers the niche market, high price and quality with add on services Hemotek, Renal Care The Medical City, St. Luke’s Kidney Zen  : WELLNESS/FEAST Package Kidney Zen  : FUN Package PRICE/SERVICE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price
[object Object],[object Object],[object Object],[object Object],[object Object],4.  Kidney Zen   positions strong on a niche market opportunity
[object Object],[object Object],[object Object],4.  Kidney Zen  positions strong on a niche market opportunity
[object Object],[object Object],[object Object],[object Object],5a. The Medical City has a P64M market
[object Object],[object Object],[object Object],[object Object],5a. The Medical City has a P64M market
[object Object],[object Object],5b. Based on projections,  Kidney Zen   will cater to 100-200 patients, a  P21M market
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5c. Niche market estimation…
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5c. Niche market estimation…
The Marketing Mix Strategy ,[object Object]
6.a.  Kidney Zen  SERENITY BLISS SOUL Dialysis Center
6a. Competitors Hospital X Hemotek
[object Object],6b.  Kidney Zen  is a premium dialysis center Serenity Bliss Soul
[object Object],[object Object],[object Object],[object Object],6b.  Kidney Zen  is a premium dialysis center Serenity Bliss Soul
[object Object],[object Object],[object Object],7. Price:  Kidney Zen   is  premium priced   and benchmarked against The Medical City
[object Object],[object Object],7. Price:  Kidney Zen  is premium priced   and  benchmarked against The Medical City
[object Object],[object Object],[object Object],[object Object],[object Object],8. Making  Kidney Zen  Well-known
8. Making  Kidney Zen  Well-known
8. Making  Kidney Zen  Well-known
8b. Competitor’s promo: St. Luke’s
8b. Competitor’s promo: The Medical City
8b. Competitor’s promo: Hemotek
8b. Competitor’s promo:Renal Care
[object Object],[object Object],9.  Kidney Zen  is strategically located at  Greenhills area
9.  Kidney Zen  is strategically located at  Greenhills area
9.  Kidney Zen  is strategically located at  Greenhills area
[object Object],[object Object],[object Object],10.  Kidney Zen  targets a niche market
Summary
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 st  5 steps PTM and Positioning
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 nd   5 steps Marketing Mix & Strategy
10 Step Marketing Plan for  Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business  January 2010
KIDNEY ZEN Revitalizing YOU and your kidneys

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Asuncion, enatsu, generoso, lee hok, reyes kidney zen

  • 1. KIDNEY ZEN Revitalizing YOU and your kidneys
  • 2. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Gives them esteem and pleasure So that they can do more in life Need Dialysis treatment
  • 8.
  • 9.
  • 10.
  • 11. 3.b Kidney Zen targets the niche: high price, high quality of service Kidney Zen The Medical City St. Lukes Renal Care Hemotek Price High High High Low Low Quality Service High High High Basic Basic Add- on services      Location Standalone- Greenhills Hospital-based, Pasig Hostpital Based, QC Stand alone, QC Standalone, QC Operating hours Monday to Sunday 3 shifts Monday to Sat, 3 shifts Monday to Sat, 3 shifts Monday to Sat, 2 shifts Monday to Sat, 2 shifts packages Wellness package, Fun package, Feast package none none Re-use package Re-use package
  • 12. 3b. Kidney Zen covers the niche market, high price and quality with add on services Hemotek, Renal Care The Medical City, St. Luke’s Kidney Zen : WELLNESS/FEAST Package Kidney Zen : FUN Package PRICE/SERVICE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. 6.a. Kidney Zen SERENITY BLISS SOUL Dialysis Center
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. 8. Making Kidney Zen Well-known
  • 29. 8. Making Kidney Zen Well-known
  • 31. 8b. Competitor’s promo: The Medical City
  • 34.
  • 35. 9. Kidney Zen is strategically located at Greenhills area
  • 36. 9. Kidney Zen is strategically located at Greenhills area
  • 37.
  • 39.
  • 40.
  • 41. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010
  • 42. KIDNEY ZEN Revitalizing YOU and your kidneys