Ortho Frey Arch Support

1. ORTHO FREY’sArch Support DOROMAL 30 November 2010 10 Step Marketing Plan for

2. Target locked on Athletes Who want Comfort, Flexibility, and Style Can choose from other manufactured products Competition mass produces without customer distinction Estimated total market size Php40M Orthopedic Frey’s niche Php4.8M High Kicking Arches

3. Product: ORTHOPEDIC FREY Arch Support Price: Php3,000-P5,000 Strategy: Promotions at events, company website, and flyers Offers services at various locations Differentiates to expand niche High Kicking Arches

4. All athletes No age limit, M/F, social classes ABC Various training strategies and daily exercises Cross-training Continued arch support during and after training Perpetual comfort Protective against injury Stylish Step 1- PTM

5. Step 2– The Hierarchy of Needs I am complete when I actualize my potential as an athlete When people see me perform beyond expectations I have stylish comfort I am protected from injury

6. Competitors Direct Competitors: adjustable arch supports (i.e. Scholl), shoe insole inserts Indirect competitors: Branded training shoes Competitive position Price Brand Accessibility Customization Step 3 - The Competition

7. Step 3 - The Competition ORTHO Frey Branded training shoes Sole inserts

8. Step 3 - The Competition Branded training shoes ORTHO Frey Sole inserts

9. Customization closes the gap and provides opportunity to expand Expand market University athletic departments Service men/women (e.g. veterans, firemen ) Active lifestyle young professionals Education with Technical support Personalized service Superb quality Step 4 - Gaping Opportunities

11. Step 6 – Product Category ORTHO FREY’sArch Support

12. Step 6 – Product Category Commonly manufactured arch support Branded training shoes Sole inserts

13. Word-of-Mouth w/ present customers Events and Experiences Highly regarded athlete/ athletic team recounting experience with use On-site orthotics education classes Public Relations Sponsored events (e.g. sports fests, marathons) Take advantage of other potential PTMs Advertise! Improve company website Educational pamphlets Customer Database Step 7 - Promo

14. Ortho Frey Php3,000- Php4,500/pair Similar to high-priced competitor, the Branded shoe – Php2,000-Php5,000/pair Twice as expensive than mass manufactured competition, the Sole inserts – Php500/pair Ortho Frey’s Price determinant Materials used Availability Labor and customization Shipping Repair fee Step 8 - Price

15. Service centers/Offices in 2 areas Location Pasig City (NCR) Cebu City (Region VII) Two visits Measurement Fitting Accepts cash, credit and banking transactions Step 9 – Place

16. Differentiation makes Ortho Frey the choice It can expand their current market niche by emphasizing Customized flexibility Comfort Style One-of-a-kind service Patient satisfaction Step 10 - The Winning Strategy

17. Target locked on Athletes Who want Comfort, Flexibility, and Style Can choose from other manufactured products Competition mass produces without customer distinction Estimated total market size Php40M Orthopedic Frey’s niche Php4.8M High Kicking Arches

18. Product: ORTHOPEDIC FREY Arch Support Price: Php3,000-P5,000 Strategy: Promotions at events, company website, and flyers Offers services at various locations Differentiates to expand niche High Kicking Arches

19. ORTHO FREY’sArch Support DOROMAL 30 November 2010 10 Step Marketing Plan for