This 10-step marketing plan summarizes TMC Community Pediatrics Service Unit's (Compeds) strategy to serve residents in Barangay Pinagbuhatan, Pasig City. The plan identifies the target market as residents ages 18 and under from low-income families, analyzes their needs and competitors, and outlines products like community health programs. It also details promotion through direct community involvement, pricing as non-profit, placement in the local barangay, and a winning strategy of empowering the community and addressing real needs for long-term sustainability.

1. +
10 Step Marketing Plan for TMC Community
Pediatrics Service Unit (Compeds)
Lourdes Tan

2. +
5 Steps for Part 1
 1. Primary Target Market
 2. Needs, Wants and Expectations
 3. Choices, Competitors
 4. Opportunity, Gap
 5. How big is the Market, Cost, Consumer,
Competition

3. +
Step 1: PTM
 Purok Ilugin, Barangay Pinagbuhatan (Pop’n
130,000), Pasig City
 Ages 18 years old and below, Class E and D
 Depressed area
 Live in subsistence
 Poor health seeking behavior

4. +
Step 2: NWE
 Needs: Health Promotion
 Wants: Healthier Barangay
 Expectations: Opportunity to practice good hygiene into
becoming a habit
 Maslow: Want Security  knowing that healthier lives
leads to become progressive individuals of society

5. +
Step 3: Competitors
 Direct:
 Barangay Health Center
 Rotary Club of Pasig
 Medical Missions
 Pasig Dental Association
 Indirect:
 Ilugin Elementary School
 Ilugin Homeowners Association
 Barangay Officers
 Variables:
 Within vicinity, sense of community, organized

6. +
TMC
Comp
Position Mapping
Sustainable
Not sustainable
More
Community
Involvement
Lesser
Community
Involvement
BHC
Med
Mission
Rotary
Dental
Assoc

7. +
BHC
P
Position Mapping
Needs Met
TMC
Comp
Needs Not Met
More
Community
Involvement
Lesser
Community
Involvement
Rotary
Dental
Assoc
Med
Mission

8. +
Step 4: Gaps
 Gaps in actually involving the community to make
programs that meet their needs and be more
sustainable
 TMC Compeds
 Empowers the community
 Addressing REAL needs of community
 More sustainable

9. +
Step 5: Market Size
http://nscb.gov.ph/headlines/StatsSpeak/100706_rav_poverty.asp

10. +Step 6: Product

11. +
5 Steps for Part 2
 6. Product
 7. Promo
 8. Price
 9. Place
 10. Winning Strategy

12. +
Step 6: Product
 TMC Compeds
 “Empowers communities thru collaborative
partnership with other socially responsible
agencies”
 Develops and executes Community Health
Programs: (1) Health Service Delivery, (2)
Capability building, (3) Health Promotion, (4)
Community organization, (5) Coordination and
Networking
 Aims at sustainability

13. +
Step 7: Promo
 Personal Communication:
 Direct Marketing
 Direct involvement with end
users
 For the community by the
community  Health

14. +
Step 8: Price
 Non-profit organization

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Step 9: Place
 Barangay Pinagbuhatan, Pasig
City
 Close proximity to TMC, which
is the training hospital for the
pediatricians
 Compeds is a requirement in
the Philippine Pediatric Society

16. +
Step 10: Winning Strategy
 Differentiation: TMC Compeds
 Empowers the community
 Addressing REAL needs of
community
 Sustainability