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Marketing Management
1. SWOT, Segmentation,
Targeting, Positioning
Situation 3:
You belong to a very well off family and is
planning to set up a chain of hospitals.
Group Members:
•Mohammad Talha
•Mohsin Siddiqui
•Nanik Ram
•Nazish Verteji
•Sharjeel Ahmed
2. Vision
To be a leader for excellence and innovation
in the delivery of health care and patient
safety, continually improving the quality of
services and the patient care experience.
3. Mission Statement
To provide quality health services and
facilities for the community, to promote
wellness, to relieve suffering, and to restore
health.
5. SWOT Analysis
Strengths Weaknesses
• Financially strong • No Building (hospital based)
• Extra ordinary reputation • No expertise
• Business already exist (other than • No transport services/ambulances
hospital)
• More number of contacts (inside
and outside Pakistan)
Opportunities Threats
• Availability of new technology • Existing competitors
• New services • Economic slowdown
• Day to day increasing diseases • Political uncertainty
• Donor are available • Extortion threats
• Caters large number of population • Adverse govt. policies
• Law and order situation
7. Segment 1
FOCUS ON MATERNAL
•Country: Pakistan
•Density: Urban
•City: Major cities (population over 4 Million)
•Age: 20-34
•Gender: female
•Family life cycle: married (no children / with children)
•Social class: lower and middle
•Benefits: quality and service
•User status: first time user
•Readiness status: aware
•Attitude: positive
8. Segment 2
FOCUS ON PEDIATRIC
•Country: Pakistan
•Density: Urban and Rural
•City: Major cities (population over 4 Million)
•Age: birth – 18 years
•Family size: more than 2
•Gender: Both (Male and Female)
•Social class: lower and middle
•Income: seekers (Rs. 8K – 50K/month)
•User status: first time user
•Attitude: positive
9. Segment 3
FOCUS ON GENERAL CLINICS
•Country: Pakistan
•Density: Urban and Rural
•City: Major cities (population over 4 Million)
•Age: above 18 years
•Family size: doesn't matter
•Gender: Both (Male and Female)
•Social class: lower and middle
•Income: seekers (Rs. 8K – 50K/month)
•Benefits: quality and service
•User status: first time user
•Attitude: positive
10. Segment 4
FOCUS ON OLD AGE
•Country: Pakistan
•Density: Urban & Rural
•City: Major cities (population over 4 Million)
•age: 60+
•Gender: both (Male & Female)
•Family life cycle: older (single or married)
•Occupation: retired
•Lifestyle: survivors
•Benefits: service
•User rate: medium user
•Attitude: positive
11. Segment 5
FOCUS ON DENTAL CARE
•Country: Pakistan
•Density: Urban and Rural
•City: Major cities (population over 4 Million)
•Age: above 5 years
•Family size: doesn't matter
•Gender: Both (Male and Female)
•Social class: lower and middle
•Income: seekers (Rs. 8K – 50K/month)
•User status: first time user
•Benefits: quality and service
•Attitude: positive
13. TARGETED SEGMENT:
DENTAL HEALTH & PEDIATRIC HEALTH
We will target lower and middle class
group. Offering more valuable services
with low consultation fees in pediatric
and offer welfare services in dental.
15. Price
MORE THE SAME LESS
Existing competitors:
MORE Altamash institute of dental
Institute Of Health
medicine
Aga Khan University Care
Hospital
Benefits
THE SAME
LESS
