The 10-step marketing plan outlines Revitalize, a new affordable rehydration center option for those suffering from dehydration. Currently, dehydrated patients can seek treatment through expensive emergency rooms or clinics or self-medicate with oral remedies. Revitalize aims to fill this gap by offering specialized rehydration healthcare services nationwide at a more affordable price point, using a mix of low-cost and differentiation strategies. The target market size for rehydration treatment is estimated at PHP 200 million.

1. 10-Step Marketing Plan
REVITALIZE:
A Rehydration Center
ANG, Jeffray
CHAVEZ, Jover
CO KEHYENG, Leslie Charmaine
PAAYAS, Judith
10 January 2011

2. 10 Step Marketing Plan:
REVITALIZE
1. Revitalize is for the young and old who are
dehydrated and…
2. who want to survive
3. can choose to go to emergency rooms and
clinics or self-medicate with oral remedies.
4. The gap is the relatively high cost of
supportive care for dehydration.
5. The MARKET SIZE is PhP 200 M.

3. 10 Step Marketing Plan:
REVITALIZE
6. REVITALIZE rehydration center
7. is more affordable
8. uses a mix of mass and personal
communication
9. is located nationwide
10.uses a combination of low cost and
differentiation strategies to succeed

4. POSITIONING TO THE TARGET
MARKET

5. For the young and old who are dehydrated…
DEMOGRAPHICS All age groups, male and female, across all social
classes who are willing to avail of the service
LIFESTYLE People from all walks of life
BEHAVIOR Patients who are concerned with health and
immediately seek relief from or cure for ailment
10 Step Marketing Plan:
REVITALIZE

6. 10 Step Marketing Plan
REHYDRATION CENTER
to live and survive
accessible healthcare
best possible healthcare

7. Dehydrated patients…
NEED to survive and live
WANT Rehydration
Centers because of affordability
easier access
specialized healthcare delivery
EXPECT more personalized quality service,
adequate facilities
10 Step Marketing Plan:
REVITALIZE

8. DIRECT COMPETITORS
10 Step Marketing Plan:
REVITALIZE

9. INDIRECT COMPETITORS
10 Step Marketing Plan:
REVITALIZE

10. Formidable competitors include
DIRECT Hospital Emergency Facilities
Health Centers
INDIRECT Oral Rehydration Salts
Other Electrolyte Drinks
VARIABLES price, availability, convenience, specificity of service,
quality of service
10 Step Marketing Plan:
REVITALIZE

11. REHYDRATION
CENTERS
Hospital ERs Health Centers
Cost
(Affordability)
Availability
Convenience
(Accessibility)
Specific Service
Quality of Service
COMPETITIVE POSITION MAPS
10 Step Marketing Plan:
REVITALIZE

12. a unique mix of
AFFORDABILITY
and
HIGH QUALITY
10 Step Marketing Plan:
REVITALIZE

13. • UN Data:
– Market Sales ~ PhP 1 B
– UN market share ~ 50%
– Private rehydration centers ~ 10%
• Therefore, PhP 1 B * 0.1 = PhP 100 M
Estimated MARKET SIZE is PhP 100 M
10 Step Marketing Plan:
REVITALIZE

14. • Incidence of Diarrhea x
PhP 20
• 603,287 x PhP 500 =
PhP 301,642,500
10 Step Marketing Plan:
REVITALIZE

15. • Competitor Data = PhP 1 B
• Company Data = PhP 100 M
• Usage Data = PhP 301 M
Estimated MARKET SIZE is PhP 200 M
10 Step Marketing Plan:
REVITALIZE

16. THE MARKETING MIX STRATEGY

17. 10 Step Marketing Plan:
REVITALIZE
Dehydration
treatment may be
achieved through

18. • REVITALIZE presents an ideal way of providing
health service with affordability, without
sacrificing quality.
• Service is individualized.
• It follows internationally accepted standards in
treating patients.
10 Step Marketing Plan:
REVITALIZE

19. • Total Package = PhP 500
• Revitalize is generally priced at a discount
compared to its competition.
– as much as 10x cheaper than Emergency
Department treatment in the leading private
hospitals
10 Step Marketing Plan:
REVITALIZE

20. • PROMOTION will employ a mix of Mass and
Personal Communication.
– TV and Radio
– Print
– Multimedia
– Word of Mouth
10 Step Marketing Plan:
REVITALIZE

21. • REVITALIZE centers are located nationwide.
– one in each municipal area
– strategic, high-density areas
10 Step Marketing Plan:
REVITALIZE

22. • REVITALIZE combines the strategies of low-
cost producer and differentiation.
– generally lower prices
– very specialized, excellent service
10 Step Marketing Plan:
REVITALIZE

23. SUMMARY

24. 10 Step Marketing Plan:
REVITALIZE
1. Revitalize is for the young and old who are
dehydrated and…
2. who want to survive
3. can choose to go to emergency rooms and
clinics or self-medicate with oral remedies.
4. The gap is the relatively high cost of
supportive care for dehydration.
5. The MARKET SIZE is PhP 200 M.

25. 10 Step Marketing Plan:
REVITALIZE
6. REVITALIZE rehydration center
7. is more affordable
8. uses a mix of mass and personal
communication
9. is located nationwide
10.uses a combination of low cost and
differentiation strategies to succeed

26. 10-Step Marketing Plan
REVITALIZE:
A Rehydration Center
ANG, Jeffray
CHAVEZ, Jover
CO KEHYENG, Leslie Charmaine
PAAYAS, Judith
10 January 2011