Solano 10stepmarketingplan

The 10 Step Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
2011 Edition
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.

2
10 STEP
Marketing Plan for
Aquila Women’s Health Center
Felicia Mikaela S. Solano
August 21,2015
swww.aquilawomenshealth.com

This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

1. PTM will be women at reproductive
age (15-49)
2. Who need and want personalized and
efficient health care, delivered to
achieve their full potential (NWD)
3. Can go to regular hospitals
 www.aquilawomenshealth.com
Steps 1 to 5
Summary headline of your
PTM and market

4. Gap is that hospitals focus on
providing healthcare for the while
family
5. There are 25M women in the
reproductive age in the Philippines
Steps 1 to 5
PTM and market

6. A one stop health provider for women
of reproductive age
7. Slightly less than prices at tertiary
hospitals
8. Word of mouth and celebrity tie ups
9. Initially in Metro Manila
10. “The woman is our priority”

Steps 6 to 10
Summary headline of the
marketing mix & strategy

1. Describe the primary target
market (PTM)*
 15-49 females
 Social class A,B
 Both single and married
 Lifestyle: career women, housewives,
students who want focused care on
them
 Values the empathy, co-women health
care providers for treatment and
preventive

2. My PTM’s NWD
Needs to be recognized and cared for
Wants the best service possible
Demands care that is efficient,
professional and yet personalized
www.aquilawomenshealth.com

Describe your PTM needs
9
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
The woman wants to reach her full potential
The woman wants to belong to an elite group of
women whp take care of themselves

2. PTM’s needs, wants &
demands
Needs: Women need to be cared for physically,
mentally, and emotionally.
Wants: The PTM want the best health care providers
and center that are specialized and exclusively focused
on women’s needs.
Demands: The health center must have the best staff
(physician, nurses, midwife, etc) who are focused and
specialized towards women’s health and yet offer it a
slightly lower price than tertiary hospitals

3a. Direct and indirect
products that address my
PTM’s NWD
 The Medical City Breast Clinic,
St.Luke’s Women’s Healthcare Unit,
Cardinal Santos Comprehensive
Women’s Care Unit, Capitol Medical
Center Breast Care Center
 Price, convenience, location, efficiency
of service

4. Aquila women’s health
center uses a niche market
opportunity
Aquila women’s health center will be the
first center:
 Exclusively cater to women and their
healthcare needs
 Empowers the career woman that she is
worthy of focused and exclusive health
care
 The woman needs to be taken care of
because she is very important in society

4. Aquila women’s health
center uses a niche market
opportunity
What NWDs are not being addressed?
 Care for the whole family once mother
goes into a health providing center
What can be the unique selling proposition
for the new product?
 The woman is unique and important that
she needs exclusive and focused care for
her health

Example of a benefit positioning
vs. brand map for toothpaste
as of 2011
TMC
Breast
Clinic
St. Luke’s
Women’s
Healthcare
Unit
Cardinal Santos
Comprehensive
Women’s Care
Unit
Capitol
Medical
Center
Breast
Care
Center
Aquila
Women’s
Health
Center
Breast
Ultrasound
Price
PhP 3000 PhP 2800 PhP 2800 PhP 2800 PhP 2500
Mammogram PhP 2000 PhP 2000 PhP 1900 PhP 1800 PhP 1500
Disclaimer: Prices presented here are estimates only.

5a. Based from the Philippine
Statistics Association, market
size is 2.9M
1. 2, 918, 679 M
 37.9 M women in the Philippines

51% in the reproductive age group

15% in NCR

14% of which are professionals  primary TM

5a. Based from the Philippine
Statistics Association, market
size is 3M
References:
1. https://psa.gov.ph/content/women-15-49-
years-old

5b. Estimate the market size
using company data
1. No company data yet
2. Competitor data
 2009 Annual Report Sales of SLMC: PhP
1.3 B
 Guesstimated market share: 30%
 Market Size: 390M

5c. Estimate the market size
using customer data
1. Will visit the women’s health center at
least twice a year
 2x/year/person
 2 people/household

Mother and a daughter

14% of 2,918,679 x 2

408,615 approx 400K market size

5. Decide on market size in
pesos, not in number of
people
1. Competitor data=1.4B
2. Company data = no data
3. Customer Usage data = 2.4B

400K possible customers

PhP 3000/visit (mother and daughter
combined)

PhP 3000 x 2/year = 2.4B

6a. Different breast clinics as
competition
Capitol Med
TM
C

6b. Aquila Women’s Health
Center
 Aquila Women’s Health Center is the
first of its kind to offer health services
exclusively for women
 It is a one stop destination for all
women health needs – from screening,
treatment, all the way to prevention
 It will make the patient feel at home and
yet with utmost professionalism

6b. Aquila Women’s Health
Center
 It will offer the full range of diagnostic
and screening for the breast
 OB GYNE consults, pre natal check ups
and pap smears will all be offered
 Preventive healthcare such as HPV
vaccines will also be offered
 Access to various family planning
methods will also be available

7. Price
TMC
Breast
Clinic
SLMC
Women’s
Healthcare
Unit
Cardinal
Santos
Comprehens
ive
Women’s
Care Unit
Capitol
Medical
AQUILA
WOMEN’s
HEALTH
CENTER
Breast UTZ PhP
3000
PhP 2800 PhP 2800 PhP 2700 PhP 2500
Mammogram PhP
2000
PhP 2000 PhP 1900 PhP 1800 PhP 1500
Prices are estimates only and do not reflect the actual prize from
the said hospitals.

8a. Which of these modes
does your product use?
Mass Personal
1. Events and Experiences 1. Word of Mouth
2. Public Relations 2. Direct Marketing
3. Advertising 3. Interactive Marketing
4. Sales Promotions 4. Personal Selling

8a. Your products
Promotions
Proposal:
Tie up with major organizations especially
when there are breast cancer/cervical
cancer awareness months
Tie up with celebrities who value women’s
health
Have initiatives for clients who refer other
clients to the health center

8a. Co-branding during
events

8a. Samples of Promo
Influential
Women as
Endorsers

8b. Competitor promo

9. Place
 Where is your product available?
 The Aquila Women’s Health Center will be
located in Makati. Easily accessible to the
majority of it PTM.

10. Aquila Women’s Health
Center aims to be a niche
leader
It aims to be niche leader, primarily
catering to the health care needs of
women professionals and their
daughters within the age range of 15-49
 Focused and exclusively serving this TM,
its price will be slightly lower than tertiary
hospitals

31
SUMMARY

1. PTM will be women at reproductive
age (15-49)
2. Who need and want personalized and
efficient health care, delivered to
achieve their full potential (NWD)
3. Can go to regular hospitals
Steps 1 to 5
PTM and market

4. Gap is that hospitals focus on
providing healthcare for the while
family
5. There are 25M women in the
reproductive age in the Philippines
Steps 1 to 5
PTM and market

6. A one stop health provider for women
of reproductive age
7. Slightly less than prices at tertiary
hospitals
8. Word of mouth and celebrity tie ups
9. Initially in Metro Manila/Makati
10. “The woman is our priority”
Steps 6 to 10
Summary headline of the
marketing mix & strategy

35
YOUR ASSIGNMENT AS A
MARKETING STUDENT

Your Assignment
 Use this template to make your
marketing plan for a product or
company that will also be the topic of
your STRAMA
 Follow power presentation principles

Grading
 Customers (PTM, NWD)- 20%
 Competition (Positioning Map, Market
Size) 30%
 Company (4Ps, Strategy)- 40%
 Power Principles Formatting- 10%

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