1. The document outlines a 10 step marketing plan for Orthopedic Frey Far East's arch support products.
2. The plan focuses on professional athletes as the primary target market since they require safety and comfort during activities to prevent injuries.
3. Orthopedic Frey will differentiate itself from competitors by offering customizable arch supports made specifically for each customer's foot type and needs rather than generic "one-size-fits-all" products.
1. The document outlines a 10 step marketing plan for Orthopedic Frey Arch Supports.
2. It identifies professional athletes as the primary target market and analyzes their needs for safety, comfort and injury prevention.
3. Competition is identified as other arch support brands and shoe brands, with Orthopedic Frey differentiating based on customization.
4. The marketing mix discusses the customized arch support product, promotional strategies like educational materials, and targeting doctors and coaches.
The top 3 competitors for Adidas are Callaway Golf, Nike, and Puma SE, with Nike being the #2 sports goods manufacturer behind Adidas. Other competitors include Champion Sports, Converse, Easton Sports, Fila USA, Reebok, and Under Armor. Adidas competes primarily in the footwear, consumer products, apparel, sporting goods, and golf equipment manufacturing industries as well as the retail sector. While known for its sneakers, Adidas is the 3rd largest seller behind Nike and Reebok with 6% of the sneaker market share.
Frey 10 step marketing plan - dalman doromal dy mejia ongAldwin Ong
The document outlines a 10 step marketing plan for Orthopaedie Frey Far East's arch support products. The plan targets niche athlete markets and differentiates on customization. It proposes custom arch supports for athletes' safety and performance. The local arch support market is estimated at PHP 40 million, with Orthopaedie Frey currently covering PHP 400,000. The marketing strategy focuses on customization and retaining specialization within the niche athlete segment.
Orthopedic Frey aims to target athletes seeking arch supports that provide both safety and comfort during activities. While competitors focus on mass production and comfort, Orthopedic Frey differentiates itself by offering customizable arch supports made from quality materials. Orthopedic Frey's marketing plan includes educational flyers, events, and a website to promote their arch supports priced between PHP 3,000-5,000 that are available at offices in Pasig City and Cebu City.
Orthopaedie Frey Far East aims to market customized arch supports to athletes through a 10 step plan. The plan targets professional and varsity athletes as their niche market. Arch supports are customized to each user's foot type and size to promote safety during activities. The overall market size is estimated at PHP 40 million, with Orthopaedie Frey currently covering PHP 400,000. The marketing strategy focuses on differentiation through customization.
This document outlines a 10 step marketing plan for Orthopaedie Frey Far East's arch support products. The plan identifies their current target market as professional athletes and the need to expand to amateur athletes and women. It analyzes competitors and positions their product as customized, middle-priced arch supports. The marketing strategy involves retaining customization, partnering with complementary businesses, and conducting market research to further differentiate their product.
This document discusses key concepts regarding sport products and marketing. It explains that the core sport product is intangible and inconsistent. Marketers have little control over the core product and must focus on extensions. The core product consists of the game, players, equipment, and venue. Extensions are built around this and include novelties, personnel/process, tickets/materials, and the organization itself. Product managers must consider differentiation, development, positioning, and branding to be competitive in this industry.
New Product Launch Marketing Plan Part III With Milestone Implementation ChartPamela Boyd
This document provides a marketing plan for launching a new shoe product called Professional Comfort. The shoe is designed to offer the benefits of an athletic shoe with various styles for men and women. It incorporates flex-fit technology and includes a built-in pedometer. The plan discusses target markets of young professional women and men aged 20-69 who earn around $65,000 annually. Marketing strategies include distributing through fitness clubs, doctors' offices, and an online store. Objectives are to increase product awareness by 30% and sales by 10-20% within one year through various advertising campaigns.
1. The document outlines a 10 step marketing plan for Orthopedic Frey Arch Supports.
2. It identifies professional athletes as the primary target market and analyzes their needs for safety, comfort and injury prevention.
3. Competition is identified as other arch support brands and shoe brands, with Orthopedic Frey differentiating based on customization.
4. The marketing mix discusses the customized arch support product, promotional strategies like educational materials, and targeting doctors and coaches.
The top 3 competitors for Adidas are Callaway Golf, Nike, and Puma SE, with Nike being the #2 sports goods manufacturer behind Adidas. Other competitors include Champion Sports, Converse, Easton Sports, Fila USA, Reebok, and Under Armor. Adidas competes primarily in the footwear, consumer products, apparel, sporting goods, and golf equipment manufacturing industries as well as the retail sector. While known for its sneakers, Adidas is the 3rd largest seller behind Nike and Reebok with 6% of the sneaker market share.
Frey 10 step marketing plan - dalman doromal dy mejia ongAldwin Ong
The document outlines a 10 step marketing plan for Orthopaedie Frey Far East's arch support products. The plan targets niche athlete markets and differentiates on customization. It proposes custom arch supports for athletes' safety and performance. The local arch support market is estimated at PHP 40 million, with Orthopaedie Frey currently covering PHP 400,000. The marketing strategy focuses on customization and retaining specialization within the niche athlete segment.
Orthopedic Frey aims to target athletes seeking arch supports that provide both safety and comfort during activities. While competitors focus on mass production and comfort, Orthopedic Frey differentiates itself by offering customizable arch supports made from quality materials. Orthopedic Frey's marketing plan includes educational flyers, events, and a website to promote their arch supports priced between PHP 3,000-5,000 that are available at offices in Pasig City and Cebu City.
Orthopaedie Frey Far East aims to market customized arch supports to athletes through a 10 step plan. The plan targets professional and varsity athletes as their niche market. Arch supports are customized to each user's foot type and size to promote safety during activities. The overall market size is estimated at PHP 40 million, with Orthopaedie Frey currently covering PHP 400,000. The marketing strategy focuses on differentiation through customization.
This document outlines a 10 step marketing plan for Orthopaedie Frey Far East's arch support products. The plan identifies their current target market as professional athletes and the need to expand to amateur athletes and women. It analyzes competitors and positions their product as customized, middle-priced arch supports. The marketing strategy involves retaining customization, partnering with complementary businesses, and conducting market research to further differentiate their product.
This document discusses key concepts regarding sport products and marketing. It explains that the core sport product is intangible and inconsistent. Marketers have little control over the core product and must focus on extensions. The core product consists of the game, players, equipment, and venue. Extensions are built around this and include novelties, personnel/process, tickets/materials, and the organization itself. Product managers must consider differentiation, development, positioning, and branding to be competitive in this industry.
New Product Launch Marketing Plan Part III With Milestone Implementation ChartPamela Boyd
This document provides a marketing plan for launching a new shoe product called Professional Comfort. The shoe is designed to offer the benefits of an athletic shoe with various styles for men and women. It incorporates flex-fit technology and includes a built-in pedometer. The plan discusses target markets of young professional women and men aged 20-69 who earn around $65,000 annually. Marketing strategies include distributing through fitness clubs, doctors' offices, and an online store. Objectives are to increase product awareness by 30% and sales by 10-20% within one year through various advertising campaigns.
Betsy Condon and Joe Condon founded Auxadyne, which designs, manufactures, and sells auxetic foam padding called XPF. XPF has advantages over other foams like better impact protection and comfort. Auxadyne currently sells XPF to medical devices, sports equipment, and the military. The founders are seeking $1.5-3 million in funding to increase marketing, hiring, and reduce debt as they work to significantly grow sales over the next few years.
Rubicon Healthcare is an Irish company that is the official distributor of SPORTTAPE and SpiderTech sports taping products in Ireland. They have a small team of sports enthusiasts and therapists who are passionate about providing top-quality, innovative taping products and customer service. Their SPORTTAPE and SpiderTech products are designed to offer excellent performance at affordable prices for treating common sports injuries. Rubicon Healthcare also provides marketing support, training, and plans to collaborate on new product innovations.
Ortho Frey has developed a 10 step marketing plan to target athletes seeking comfortable, flexible, and stylish arch supports. Their niche market is estimated at Php4.8M out of a total Php40M orthopedic market. The plan includes promoting customized arch supports at events and online, offering fittings at locations in Pasig City and Cebu City, and differentiating their products through flexibility, comfort, style, and personalized service to expand their niche market share.
This document provides an overview of Technogym's wellness solutions for the hospitality industry. It discusses Technogym's mission and history. It then outlines various wellness solutions Technogym provides for hotels, including dedicated hotel gyms, wellness lounges, guest room fitness options, and personal training programs. Examples of Technogym installations in hotels worldwide are also listed. The document concludes by discussing Technogym's consultative approach to designing customized wellness solutions for each hospitality client.
Ormosys presentation the only patented DYNAMIC ORTHOTICSHoward Sterling
Ormosys Mission Statement
Oromsys has the potential and intent to lead and dominate the multi-billion dollar worldwide market for orthotics based on:
Ormosys is the ONLY orthotic with two patented, unique innovations:
o The only orthotic using DYNAMIC, moving measurements of the foot which encompass not only the foundation of the foot but also takes into leg, hip, spine and neck all of which are connected;
o The only orthotic which has a patented, 10 minute mass customization manufacturing system which allows for about 40,000 variations of sizing and pressure multiplied by over five different materials.
The current orthotics are made based on an hundred year old STATIC measuring system (a foot impression in a foam box or plater cast) which results in a useless or even hurtful product.
Ormosys has over 7500 satisfied customers of its own and franchises in Europe and South America.
Ormosys has many marketing channels including foot clinics and doctors, chiropractors and running shoe stores.
The document summarizes an investment opportunity in an Indian footcare brand. It highlights the large and growing market potential in India. The brand aims to be the first locally tailored brand competing with global comfort brands using technology like AI and foot scanning. It will offer customized footwear based on foot profiles for maximum comfort. The experienced founding team previously worked at companies like Jabong, Paytm Mall, and Tata 1mg. The brand is seeking $2 million in funding which will be used for technology, sales and marketing, working capital, and product development.
Nike is the largest seller of athletic footwear and apparel in the world. It designs and markets footwear, apparel, equipment, and accessory products for a variety of sports and fitness activities. Nike utilizes a combination of competitive strategies, focusing on being a low-cost provider through outsourcing manufacturing while also pursuing product differentiation through innovative design, marketing, and brand building. Nike's core competencies that provide it sustainable competitive advantages include its strong marketing emphasis on celebrity endorsements, extensive research and development capabilities to drive technological innovation, and supply chain management expertise in sourcing globally.
Nike produces shoes, clothing, and equipment for both professional athletes and everyday consumers. Their products for professional sports teams include cleats, socks, and jerseys that are made with breathable and sweat-wicking materials for safety and hygiene. Nike has also extended their brand into other categories like apparel and electronics. They promote their products using celebrity athlete endorsements and focus on search engine optimization to appear at the top of search results and increase their popularity.
The fitness equipment industry in India is growing rapidly at around 50% annually and is estimated to reach 63.3 billion rupees by 2012. The key segments are home equipment like treadmills and exercise bikes, and institutional equipment purchased by gyms and corporations. While lack of R&D and consumer confidence in domestic brands pose challenges, drivers of growth include increasing health awareness, demand from companies, and expansion of foreign fitness chains in India.
Pepper's Performance Eyeware produces polarized sunglasses for active individuals. They sponsor extreme sports events like the Winter X Games to promote their brand. The creative work plan proposes ideas like giving out sunglasses at the X Games and having a promotional Pepper's team at local sporting events. The social media plan aims to build community through platforms like Facebook, Twitter, Flickr and Foursquare by sharing event photos and videos. It also recommends getting athlete endorsements on Twitter. Print ad and web banner concepts are provided showcasing the sunglasses. The goal is to distinguish Pepper's brand by communicating their technology provides optimal vision for sports at an affordable price.
This document discusses the segmentation, targeting, and positioning (STP) strategies of major shoe brands in India. It analyzes brands like Bata, Liberty, Woodland, and Nike. Each brand targets different customer groups - Bata targets budget-conscious families, Liberty targets a wide age range, Woodland targets adventure enthusiasts, and Nike targets athletes. The brands also use different segmentation and differentiation strategies. For example, Woodland focuses on outdoor footwear while Nike uses innovative technology. The document concludes that targeting specific customer groups and differentiating products is crucial for brands to succeed in the competitive shoe market.
The document summarizes FlexBest, a company developing heated sports sleeves to prevent muscle injuries. The team includes students and a PhD researcher. The sleeves heat targeted areas via Bluetooth to relax muscles and joints during rest, reducing injuries from getting cold. The document outlines FlexBest's market of athletes and fans, competitors, advantages, marketing plan targeting different age demographics, funding needs, costs, profits, and plans to expand their product line and tracking features on their app.
Nike was founded in 1964 and has grown to become one of the largest sportswear manufacturers and suppliers globally. It segments its customers demographically by age and gender, and psychographically by lifestyle and interests in sports. Nike targets youth, sports enthusiasts, and urban areas. It positions itself as catering to various athletes through sponsorships and a wide range of high-quality footwear, apparel, and equipment. Nike's marketing mix includes competitive pricing, global distribution through brand stores and partners, and heavy promotion through sponsorships, advertising, and brand ambassadors.
1. The document discusses the business plan of Bill Jobs, a startup that aims to design innovative sports eyewear to address issues like misting, limited vision, and instability.
2. It outlines Bill Jobs' market research and the development of three prototype designs. It also discusses the competitive landscape and strategies for marketing, financing, and creating awareness for the brand.
3. The business plan seeks investment to fund research and development activities, and plans to collaborate with larger sports brands to mass produce and sell the eyewear technology under their labels.
The document discusses perceptions of and trends related to the sporting goods industry. It finds that consumers typically define sporting goods broadly to include equipment for various sports and outdoor activities. Most consumers purchase sporting goods a few times per year from mass retailers rather than specialty stores. The document also notes that interactive displays could help consumers when shopping and that participation in sports tends to decrease with age.
The document discusses perceptions of and trends related to the sporting goods industry. It finds that consumers typically define sporting goods broadly to include equipment for various sports and outdoor activities. Most consumers purchase sporting goods a few times per year from mass retailers rather than specialty stores. The document also notes that interactive displays could help consumers when shopping and that participation in sports tends to decrease with age.
This document outlines the key concepts of sports marketing, including marketing through sports and marketing of sports. It discusses the event triangle model which shows the relationships between events, sponsors, and fans. Sports marketing involves planning, implementing, and controlling marketing strategies and activities for sports properties and non-sports brands using sports. The goal is to promote sports and allow non-sports brands to leverage sports events to reach target audiences. Students will learn about these concepts through projects involving fantasy teams, research, and examples of sports marketing.
The document outlines a 10 step marketing plan for Frey Far East Orthopaedics. Part 1 identifies the primary target market as baby boomers with active lifestyles who want to cure foot problems and walk comfortably. Scholl and Biofresh are competitors but Frey sees an opportunity to be the only brand offering individually customizable, durable arch supports. Part 2 details Frey's arch supports which are customized for leather/rubber shoes, premium priced, and promoted through print and direct marketing. Frey's unique selling proposition is being the only provider of customizable arch supports in the Philippines that are durable and curative.
The team has developed a computer application that uses the Microsoft Kinect to reliably assess a person's joint function. Unlike visual or manual assessment methods, their application is quantitative, objective, and can be used in a wide range of settings. They offer this tool to healthcare and fitness professionals to help monitor their patients' or clients' musculoskeletal health. The team consists of experts in biomechanics, software development, and business with the goal of delivering research-grade movement analysis.
Combining cognitive and personality tests with analyses of physical attributes, Most Valuable Recruit projects athletes' on-field performance potential. Their proprietary tests measure aspects like drive, vision, and awareness to understand athletes' football IQ, court vision, and conformity to team values. The company analyzes how test results correlate with performance metrics to validate their predictive power. Most Valuable Recruit seeks partners to integrate their tests into existing products or promote them independently with revenue sharing.
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Similar to Frey 10 step marketing plan - dalman doromal dy mejia ong
Betsy Condon and Joe Condon founded Auxadyne, which designs, manufactures, and sells auxetic foam padding called XPF. XPF has advantages over other foams like better impact protection and comfort. Auxadyne currently sells XPF to medical devices, sports equipment, and the military. The founders are seeking $1.5-3 million in funding to increase marketing, hiring, and reduce debt as they work to significantly grow sales over the next few years.
Rubicon Healthcare is an Irish company that is the official distributor of SPORTTAPE and SpiderTech sports taping products in Ireland. They have a small team of sports enthusiasts and therapists who are passionate about providing top-quality, innovative taping products and customer service. Their SPORTTAPE and SpiderTech products are designed to offer excellent performance at affordable prices for treating common sports injuries. Rubicon Healthcare also provides marketing support, training, and plans to collaborate on new product innovations.
Ortho Frey has developed a 10 step marketing plan to target athletes seeking comfortable, flexible, and stylish arch supports. Their niche market is estimated at Php4.8M out of a total Php40M orthopedic market. The plan includes promoting customized arch supports at events and online, offering fittings at locations in Pasig City and Cebu City, and differentiating their products through flexibility, comfort, style, and personalized service to expand their niche market share.
This document provides an overview of Technogym's wellness solutions for the hospitality industry. It discusses Technogym's mission and history. It then outlines various wellness solutions Technogym provides for hotels, including dedicated hotel gyms, wellness lounges, guest room fitness options, and personal training programs. Examples of Technogym installations in hotels worldwide are also listed. The document concludes by discussing Technogym's consultative approach to designing customized wellness solutions for each hospitality client.
Ormosys presentation the only patented DYNAMIC ORTHOTICSHoward Sterling
Ormosys Mission Statement
Oromsys has the potential and intent to lead and dominate the multi-billion dollar worldwide market for orthotics based on:
Ormosys is the ONLY orthotic with two patented, unique innovations:
o The only orthotic using DYNAMIC, moving measurements of the foot which encompass not only the foundation of the foot but also takes into leg, hip, spine and neck all of which are connected;
o The only orthotic which has a patented, 10 minute mass customization manufacturing system which allows for about 40,000 variations of sizing and pressure multiplied by over five different materials.
The current orthotics are made based on an hundred year old STATIC measuring system (a foot impression in a foam box or plater cast) which results in a useless or even hurtful product.
Ormosys has over 7500 satisfied customers of its own and franchises in Europe and South America.
Ormosys has many marketing channels including foot clinics and doctors, chiropractors and running shoe stores.
The document summarizes an investment opportunity in an Indian footcare brand. It highlights the large and growing market potential in India. The brand aims to be the first locally tailored brand competing with global comfort brands using technology like AI and foot scanning. It will offer customized footwear based on foot profiles for maximum comfort. The experienced founding team previously worked at companies like Jabong, Paytm Mall, and Tata 1mg. The brand is seeking $2 million in funding which will be used for technology, sales and marketing, working capital, and product development.
Nike is the largest seller of athletic footwear and apparel in the world. It designs and markets footwear, apparel, equipment, and accessory products for a variety of sports and fitness activities. Nike utilizes a combination of competitive strategies, focusing on being a low-cost provider through outsourcing manufacturing while also pursuing product differentiation through innovative design, marketing, and brand building. Nike's core competencies that provide it sustainable competitive advantages include its strong marketing emphasis on celebrity endorsements, extensive research and development capabilities to drive technological innovation, and supply chain management expertise in sourcing globally.
Nike produces shoes, clothing, and equipment for both professional athletes and everyday consumers. Their products for professional sports teams include cleats, socks, and jerseys that are made with breathable and sweat-wicking materials for safety and hygiene. Nike has also extended their brand into other categories like apparel and electronics. They promote their products using celebrity athlete endorsements and focus on search engine optimization to appear at the top of search results and increase their popularity.
The fitness equipment industry in India is growing rapidly at around 50% annually and is estimated to reach 63.3 billion rupees by 2012. The key segments are home equipment like treadmills and exercise bikes, and institutional equipment purchased by gyms and corporations. While lack of R&D and consumer confidence in domestic brands pose challenges, drivers of growth include increasing health awareness, demand from companies, and expansion of foreign fitness chains in India.
Pepper's Performance Eyeware produces polarized sunglasses for active individuals. They sponsor extreme sports events like the Winter X Games to promote their brand. The creative work plan proposes ideas like giving out sunglasses at the X Games and having a promotional Pepper's team at local sporting events. The social media plan aims to build community through platforms like Facebook, Twitter, Flickr and Foursquare by sharing event photos and videos. It also recommends getting athlete endorsements on Twitter. Print ad and web banner concepts are provided showcasing the sunglasses. The goal is to distinguish Pepper's brand by communicating their technology provides optimal vision for sports at an affordable price.
This document discusses the segmentation, targeting, and positioning (STP) strategies of major shoe brands in India. It analyzes brands like Bata, Liberty, Woodland, and Nike. Each brand targets different customer groups - Bata targets budget-conscious families, Liberty targets a wide age range, Woodland targets adventure enthusiasts, and Nike targets athletes. The brands also use different segmentation and differentiation strategies. For example, Woodland focuses on outdoor footwear while Nike uses innovative technology. The document concludes that targeting specific customer groups and differentiating products is crucial for brands to succeed in the competitive shoe market.
The document summarizes FlexBest, a company developing heated sports sleeves to prevent muscle injuries. The team includes students and a PhD researcher. The sleeves heat targeted areas via Bluetooth to relax muscles and joints during rest, reducing injuries from getting cold. The document outlines FlexBest's market of athletes and fans, competitors, advantages, marketing plan targeting different age demographics, funding needs, costs, profits, and plans to expand their product line and tracking features on their app.
Nike was founded in 1964 and has grown to become one of the largest sportswear manufacturers and suppliers globally. It segments its customers demographically by age and gender, and psychographically by lifestyle and interests in sports. Nike targets youth, sports enthusiasts, and urban areas. It positions itself as catering to various athletes through sponsorships and a wide range of high-quality footwear, apparel, and equipment. Nike's marketing mix includes competitive pricing, global distribution through brand stores and partners, and heavy promotion through sponsorships, advertising, and brand ambassadors.
1. The document discusses the business plan of Bill Jobs, a startup that aims to design innovative sports eyewear to address issues like misting, limited vision, and instability.
2. It outlines Bill Jobs' market research and the development of three prototype designs. It also discusses the competitive landscape and strategies for marketing, financing, and creating awareness for the brand.
3. The business plan seeks investment to fund research and development activities, and plans to collaborate with larger sports brands to mass produce and sell the eyewear technology under their labels.
The document discusses perceptions of and trends related to the sporting goods industry. It finds that consumers typically define sporting goods broadly to include equipment for various sports and outdoor activities. Most consumers purchase sporting goods a few times per year from mass retailers rather than specialty stores. The document also notes that interactive displays could help consumers when shopping and that participation in sports tends to decrease with age.
The document discusses perceptions of and trends related to the sporting goods industry. It finds that consumers typically define sporting goods broadly to include equipment for various sports and outdoor activities. Most consumers purchase sporting goods a few times per year from mass retailers rather than specialty stores. The document also notes that interactive displays could help consumers when shopping and that participation in sports tends to decrease with age.
This document outlines the key concepts of sports marketing, including marketing through sports and marketing of sports. It discusses the event triangle model which shows the relationships between events, sponsors, and fans. Sports marketing involves planning, implementing, and controlling marketing strategies and activities for sports properties and non-sports brands using sports. The goal is to promote sports and allow non-sports brands to leverage sports events to reach target audiences. Students will learn about these concepts through projects involving fantasy teams, research, and examples of sports marketing.
The document outlines a 10 step marketing plan for Frey Far East Orthopaedics. Part 1 identifies the primary target market as baby boomers with active lifestyles who want to cure foot problems and walk comfortably. Scholl and Biofresh are competitors but Frey sees an opportunity to be the only brand offering individually customizable, durable arch supports. Part 2 details Frey's arch supports which are customized for leather/rubber shoes, premium priced, and promoted through print and direct marketing. Frey's unique selling proposition is being the only provider of customizable arch supports in the Philippines that are durable and curative.
The team has developed a computer application that uses the Microsoft Kinect to reliably assess a person's joint function. Unlike visual or manual assessment methods, their application is quantitative, objective, and can be used in a wide range of settings. They offer this tool to healthcare and fitness professionals to help monitor their patients' or clients' musculoskeletal health. The team consists of experts in biomechanics, software development, and business with the goal of delivering research-grade movement analysis.
Combining cognitive and personality tests with analyses of physical attributes, Most Valuable Recruit projects athletes' on-field performance potential. Their proprietary tests measure aspects like drive, vision, and awareness to understand athletes' football IQ, court vision, and conformity to team values. The company analyzes how test results correlate with performance metrics to validate their predictive power. Most Valuable Recruit seeks partners to integrate their tests into existing products or promote them independently with revenue sharing.
Similar to Frey 10 step marketing plan - dalman doromal dy mejia ong (20)
Frey 10 step marketing plan - dalman doromal dy mejia ong
1. 10
Step
Marke,ng
Plan
Orthopaedie
Frey
Far
East
,
Incorporated
Arch
Supports
Dalman*Dy*Doromal*Mejia*Ong
Marke2ng
Management
January
8,
2011
2. Disclaimer
• All
informa2on
from
this
presenta2on
is
solely
for
classroom
exercise.
• The
author
has
no
professional
connec2on
with
Orthopedic
Frey
• Data
gathered
and
those
projected
may
be
fic2onal
3. What
is
an
ARCH
SUPPORT?
• Ortho2c
appliance
placed
inside
shoes
• Provides
underside
support
for
feet
• Shaped
to
fit
the
arch
of
the
foot
4. Why
the
need
for
ORTHOTICS?
• Accurately
and
precisely
posi2on
the
foot
throughout
the
gait
cycle
• Prescrip2on
fiLed
• Symptom
allevia2on
• Proper
gait
alignment
5. Part
I:
PTM
and
Posi,oning
1. Main
target:
Athletes
2. Who
want
safety
and
comfort
3. Can
choose
from
other
retail
manufactured
products
(i.e.
Dr.
Scholl,
Nike
shoes)
4. Other
brands
focus
on
mass
produc2on
and
providing
comfort
only
5. The
market
size
is
approximately
Php40M
-‐
Orthopedic
Frey
covering
approximately
Php
400,000
6. Part
II:
Marke,ng
Mix
1. Product:
Orthopedic
Frey
Arch
Supports
2. Price:
Php
3,000
-‐
5000
per
pair
3. Promo2on:
educa2onal
flyers,
events,
and
company
website
4. Place:
Accessible
office
loca2ons
5. Uses
differen2a2on
technique
to
step
up
above
its
compe2tors
9. Who
uses
arch
supports?
Sports
Enthusiasts
&
Hobbyists
Occupa,ons
with
Professional
Prolonged
Athletes
Standing
Feet
Overuse
10. Frey
Primary
Target
Market
• Professional
athletes
of
na2onal
teams
• Daily
training
and
compe22ve
sports
• Requires
comfort
during
and
a^er
ac2vi2es
• Prevent
injury
11. Step
#2
NEEDS,
WANTS
AND
DEMANDS
OF
THE
PRIMARY
TARGET
MARKET
12. The Athlete’s Mind’s Eye
Self-
I am complete when I reach my full
actualization
needs
potential with my game
Esteem needs
People will look up to me
when I perform well
Social needs
Safety needs
I don’t want to be hurt
Physiological needs
Fig. 1: Maslow’s Hierarchy of Needs
14. Compe,tors
• Direct
Compe,tors:
LP
Support
Insoles
• Indirect
Compe,tors:
Rubber
Shoes
(e.g.
Asics,
New
Balance),
Comfort
footwear
(e.g.
Crocs)
• Variables:
Price,
Quality,
Customiza2on
15. BaXle
in
the
Shoe
Arch
Support
Insoles
• Comfort
for
the
feet
• For
addi2onal
• Func2onal
support
padding
• Custom-‐made
and
• Shock
absorp2on
generic
fit
• “One
size
fits
all”
17. Step
#4
THE
GAP,
THE
OPPORTUNITY
AND
THE
POSITIONING
18. Filling
the
Gap
• Customizable
to
any
foot
type
• Internal
contacts
with
sports
teams
(e.g.
professionals,
varsity
teams,
etc.)
• Technical
know-‐how
to
educate
on
the
necessity
of
arch
supports
• Good
quality
materials
• Available
repair
19. Taking
a
Stand:
Differen,a,on
• Orthopedic
Frey
customizes
arch
supports
to
the
customer’s
foot
type
and
size
that
promotes
their
safety
during
their
ac,vi,es
(i.e.
walking,
running,
basketball)
• Others
focus
only
on
pa2ent’s
comfort
but
may
not
ensure
the
aspects
of
safety
–
specific
for
athletes.
20. Step
#5:
Ortho,cs
Playing
Field
• $200M
industry
in
the
Asia-‐Pacific
(2008)
• Claimed
market
share:
1%
of
all
possible
customers
• Monthly
sales:
Php
400,000
(60%
of
sales)
• Approximated
local
market
size
is
400,000/0.01
=
Php
40
million
22. Step
#6:
Major
Brands
Orthopedic Frey
Dr. Scholl
Branded shoes
23. Step
#6:
The
Product
• Orthopedic
Frey
Arch
Supports
are
customized
to
specific
foot
type
and
size
of
the
user
• Current
Uses:
for
injury
preven2on
and
improvement
of
exis2ng
problems
(e.g.
Plantar
fascii2s,
Achilles
tendini2s)
24. Step
#6:
The
Product
• Technicians
of
these
products
are
trained
in
ortho,cs
and
prosthe,cs.
• All
products
are
hand-‐craded
using
imported
materials.
• Made
with
quality,
safe
and
durable
materials.
25. Step
#6:
Ordering
the
Product
TECHNICIAN
FABRICATE
MAKE
AN
WILL
ASSESS
CUSTOMER
ARCH
APPOINTMENT
OR
CAST
FOOT
PICK-‐
UP
SUPPORT
IF
NEEDED
26. Step
#7:
Promo,ng
the
Product
• Personal
communica2on
with
doctors,
coaches
of
professional
and
varsity
teams
• Word
of
mouth
among
exis2ng
clients
• Public
rela2ons
efforts
via
events
(e.g.
marathons,
triathlons,
tournaments,
etc.)
27. Step
#8:
Pricing
the
Product
• P3,000
–
4,500
per
pair
of
customized
arch
support
• Addi2onal
cost
–
ergonomic
footwear
(e.g.
rubber
shoes
cost
around
P2500
to
P5000
per
pair)
• Insoles
are
cheaper
(P250-‐500
per
pair)
and
more
readily
available
(e.g.
Malls)
29. Step
#8:
Other
Promo,onal
Ideas
• Awareness
campaign
on
the
need
for
customized
arch
support
to
beLer
cure
and
prevent
sports
related
injuries
• Use
of
billboards,
health
magazines,
sports
magazine
print
adver2sements,
flyers,
and
newspapers
30. Step
#8:
Other
Promo,onal
Ideas
• Sponsor
medical
conven2ons,
con2nuing
medical
educa2on,
forums,
round
table
discussions,
and
company
events
• Send
medical
representa2ves
to
introduce
and
explain
the
benefits
of
the
product
• Target
podiatrists,
orthopedic
surgeons
and
rehabilita2on
medicine
specialists
31. Step
#9:
Where
to
Find
the
Product
• Product
available
in
main
offices
(Pasig
and
Cebu)
• Product
is
picked
up
in
the
main
office
• Requires
at
least
2
visits:
measuring
and
fipng
• Cash,
credit
and
bank
deposit
transac2ons
33. Step
#10:
Winning
Strategy
• Orthopedic
Frey’s
main
strategy
for
its
arch
support
would
be
differentiation,
because
of
its
customized
comfort
aspect
• It
can
target
the
niche
market
of
athletes
for
their
safety
in
their
sports
• It
has
an
excellent
product
with
user
sa2sfac2on
guarantee
35. Summary:
Marke,ng
Strategy
• Target
Market
Segments:
niche
market
for
athletes
(e.g.
Professional
and
varsity
teams)
• Retain
customiza,on
specializa,on
• The
market
size
is
approximately
Php
40
million
with
Orthopedic
Frey
covering
approximately
Php
400,000
• Proposi2on
/
Key
Element
–
Market
research
to
explore
other
differen2a2on
strategies
36. 10
Step
Marke,ng
Plan
Orthopaedie
Frey
Far
East
,
Incorporated
Arch
Supports
Dalman*Dy*Doromal*Mejia*Ong
Marke2ng
Management
January
8,
2011