Marketing plan for a product "Orthotebb shoe"

1. MARKETING PLAN FOR
ORTHOTEBB HEALTH SHOES

2. ANAM SHAHID
MBA III

3. EXECUTIVE SUMMARY
The aim of Orthotebb Health
Shoes is to realize users that
Walking is much preferable to
running or jogging because it
creates less stress on your
joints, including hips, knees, and ankles. Moreover, it also help patients
get rid of several diseases like; Depression and stress, Osteoporosis,
Plantar Fasciitis, Diabetes, Arteriosclerosis Thrombosis and etc. our
vision is to provide greater health facility and a disease free
environment to the people with lesser efforts. Potential market is
public & private sector. The objective of marketing plan is to attract
large number of users to engage with this new medical program and
raise awareness of the new program to both medical sectors and
patients. The basic promotion and marketing channels include
marketing through social media, print media and seminars. Market
development and penetration will be the key techniques in the starting.
The major threat is less technological advancements and resistance to
change. Marketing initiative and campaign will be start targeting the
Health ministry, Health professionals, Healthcare centers and medical
institutes.

4. CURRENT SITUATION
OrthotebbTM Health Shoes are therapeutic & orthopedic shoes
that were invented by a physician so that users can receive a
multitude of health and workout benefits just by wearing them
during the course of their normal walking activities throughout
the day. They can be worn to work, school, around the house,
running errands, almost anywhere!
In recent times the main problems faced by people are:
 Decrease in metabolism
 Increased body fat
 Depression and stress
 Osteoporosis
 Plantar Fasciitis
 Diabetes
 Arteriosclerosis
 Thrombosis
 Swelling in legs, ankles, feetand etc.
The only solution from these above mentioned problems and
many others is ORTHOTEBB HEALTH SHOES!

5. OUR SERVICE
These shoes have a softy platform under the front two thirds of
the shoe. You walk normally and with each step there is a deep
pumping action in the veins, which causes a big increase in the
circulation in the legs and feet. These shoes require greater
muscle use in the entire leg and hip areas, as well as lower abs
and back, which is good for overall strengthening and your
health.
The effect is described as being a combination of a stair master
and a BOSU board and while wearing these health shoes is not
the same as wearing normal shoes; most women say that
walking in them becomes natural after about ten minutes. The
shoes affect your centre of gravity and force you to use your
muscles to regain and maintain your balance. In fact, walking in
these health care shoes encourages your body to burn double
the number of calories that you would walking in ordinary
shoes.

6. VISION
our vision is to provide greater health facility and a
disease free environment to the people with lesser
efforts.
PEST ANALYSIS
POLITICAL FACTORS
i. Change in policies
ii. Political instability
ECONOMICAL FACTORS
i. Inflation
ii. Class differences
SOCIOCULTURAL FACTORS
i. Lack of awareness
ii. Social differences
iii. Education
TECHNOLOGICAL FACTOR
Resistance to adapt new technology

7. COMPETITION
These health shoes have competitive advantage in
market due to its unique style and working. Other
alternatives use to diagnose the above mentioned
diseases are much expensive and consume maximum
time of patients. Now u can save your time and get rid
of diseased state just by walking with these shoes.
CUSTOMER ANALYSIS
 AGE: For all ages
 GENDER: Both
 PROFESSIONALS: Physicians, Chiropractors,
Orthopedic surgeons, Nurses, Physical therapists,
Occupational therapists, Massagetherapists,
Podiatrists & Dentists.
 Income: Upper & Lower middle class

8. SWOT ANALYSIS
STRENGTHS:
 Designed by doctor
 Easy to use
 Fast and rapid action
 Less expensive than other methods of tratment
 Multi purpose
WEAKNESSES:
 Resistance of change in old methods of treatment
 Less awareness of professionals & patients
OPPORTUNITIES:
 Collaboration with different Health institutions
and Fitness clubs
 Co-operation with Health ministry for a disease
free society
THREATS:
New entrants in market
 Technological advancements in health sector
 Inflation

9. MARKET
Public & private health sectors are the potential markets.
MARKETING MIX
PLACE:
Head office will be in the centre of Karachi city near
health care institutes while other regional offices will be
established by the time when product market will be
created.
PRODUCT:
This health care product will assist people from all walk
of life. Especially Physicians, Chiropractors, Orthopedic
surgeons, Nurses, Physical therapists, Occupational
therapists, Massage therapists, Podiatrists & Dentists.

10. PRICE:
Start up price will be charged on the basis of:
 Office infrastructure
Staff training cost
Promotional activities
 Raw material cost
PROMOTIONAL & MARKETING CHANNELS:
 Social media
 Brochures
 Health magazines/Newspapers
 Bill-boards
 Awareness Programs
MARKETING PLAN OBJECTIVES:
Attracting large number of consumers.
Raise awareness in health care sectors.

11. BUDGETING
Company Cost (PKR):
1.Office Rent 420000(yearly)
2.Furniture 150000
3.Equipment 500000
4.Wages & Salaries 100000
5.Maintenance 20000
6. Marketing 175000
we need around 1365000 PKR to start a company.
MARKETING BUDGET:
Print media 100000
Brochures 20000
Websites 15000
Seminars 15000
Training 25000