Ear Technologies offers hearing aid services and products to the hearing impaired in Northern Luzon, Philippines. It has various hearing aid products and services including audiometry testing. Ear Technologies' target market is the hearing impaired class ABCDE who want to regain their hearing. The company faces competition from other hearing aid centers but positions itself as the only provider in Northern Luzon. Ear Technologies' strategy is to dominate the niche market in Northern Luzon through doctor referrals and its wide range of quality products.

1. 110 STEP Marketing Plan for (Ear Technologies Inc)Frederick UntalanJune 2010

2. ETIEarTechnologiesHearing Testing & Hearing Aid CenterHEARING AID UNITSAUDIOGRAM POCKET AID ACCESSORIES BATTERIES EARMOLD CLEANING  HEARING AID DRYING SIEMENS HEARING AID PROGRAMMINGDIGITAL PERFECTION.BETTER TECHNOLOGY.BETTER HEARING.The only Hearing Aid Center in Northern Luzon!

3. 5 Steps for Part 1 (PTM and Positioning)Ear Tech Hearing Aid center offers its services to the hearing impaired Class ABCDEWho want to hear ‘normally’ & be integrated into the society againCan choose: Manila Hearing Aid, LedesmaAudiological center,Ear Diagnostics Hearing Aid Centerother brands focused in regaining hearing

4. 5 Steps for Part 1 (PTM and Positioning)The market size is the entire population of Northern Luzon 1 millionEartech has 5 branches in Northen Luzon, having 10 employees. It is the only hearing aid center in Northern Luzon.

5. 5 Steps for Part 2(Marketing Mix & Strategy)Product: >>wide range of hearing aid>> including hearing aid batteries>> clinical audiometryPrice :>> Hearing Aids : Php 12thou – 350thou Audiometry: Php 450-650 HA Batteries: Php 50/piece

6. 5 Steps for Part 2(Marketing Mix & Strategy)Promo : > PCSO financial support > lay-away plansPlace : Northern LuzonGeneric Winning Strategy of Mix : >> direct referrals from doctor members

7. 7Positioning to the Primary Target MarketPart 1:Steps 1 to 5

8. 1.My primary target market (PTM) is..Demographics (Age range, sex, social class, marital status)Lifestyle (what they do)Behavior (when consume, how much, how frequent, special concerns)

9. 1.My primary target market (PTM) is..Demographics : All age groups belonging to class ABCDE with hearing impairment togetherLifestyle (need to work/communicate/socialize): Behavior (use Hearing aid during waking time for communication & social integration)

10. 2. My PTM’s NWENeeds from Maslow’s hierarchyWants determine choiceExpectations from the product

12. 2. My PTM’s NWEThe Hearing impaired patient needTo belong (social), Self-Esteem, Self actualizationThe Hearing impaired patient wantSafe, affordable, durable, quality & branded hearing aidThe Hearing impaired patient expectsComfort, style, safe & new hearing aid which adheres & follows strict quality control regulations and lasts a lifetime.

13. 3a. Direct and indirect products that address my PTM’s NWEList of Competitors products/ brandsDetermine the variables that affect choice of product, brand

14. 3a. Ear Technologies has many formidable competitorsDirect: Manila Hearing Aid, LedesmaAudiological center, Ear Diagnostics Hearing Aid CenterIndirect: Internet based Hearingaid orderingVariables: Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand & location of center

15. 3b. Competitive Position MapDetermine the 2 most critical variables Make a position map plotting the different competitors

16. Position MapProximity vs. BrandBrand qualityProximity to patient

17. 4. Identify the gap between customers and competitionWhere is the marketing opportunity?What NWEs are not being addressed?What can be the unique selling proposition for the new product (totally new or repositioned.)

18. 4. Ear Technologies positions strongly in a niche market opportunityEar Technologies is the only hearing aid centerThat offers professional services of ENT doctors conveniently & strategically located in Northern Luzon Ear Tech is the exclusive distributor of Seimens Hearing Instruments, makers of quality hearing aid worldwide.Eartech offers immediate services to patients needing Hearing care.

19. DIGITAL PERFECTION.BETTER TECHNOLOGY.BETTER HEARING.­BAGUIO:3rd Floor (Front of Cinema 2) SM City BaguioUpper Session Road Baguio City(074) 300 – 1972DAGUPAN:Rm. 24 P&C Fernandez 2 Bldg., Perez Blvd. Dagupan CityTelefax: (075) 515 – 7850TARLAC:2nd Floor, Benin BuildingZamora Street, San RoqueTarlac City, TarlacTelephone #: (065) 982 - 3656LA UNION :2nd Flr. Manarang – Balingit Bldg.Quezon AvenueSan Fernando City La UnionTelephone #: (072) 888 – 4686PAMPANGASM PampangaSan Fernando, PampangaILOCOS NORTE Ground Floor 80-888 Realty Bldg.59 Gen. luna St., Brgy. 9, Laoag City 2900Tel: 077-7714913Hearing Testing & Hearing AidsEarTechnologiesEar Technologies is #1 in niche: most available inNorthern LuzonClinical AudiometryScreening AudiometryHearing Aid Fitting/DispensingHearing Aid BatteriesHearing Aid ProgrammingEar MouldEar Plugs Pocket Aid AccessoriesHearing Aid DryingEar Mould Cleaning

20. 5a. Estimate the market size using competitor dataVisual ObservationAlmost all ENT doctors in Northern Luzon forms part of Ear Technologies. Most of their patients now get their Hearing aid needs from Earhnologies. Other ENT/EENT doctors also refer their patienst to EarTechnologies.Illegal Interview Patients coming from other hearing aid centers are asked about the services & the products sold from the other companies

21. The Seven Sisters of the Hearing Aid Industry only seven manufacturers control about 90 percent of the worldwide market for hearing aids.The hearing aid industry is truly global. Two of the current leaders are based in the U.S., one is based in Switzerland and one in Germany. But the hotbed of hearing aid design and manufacturing is Denmark, home to three of the seven world leaders. These Seven Sisters together sell about $2 billion worth of hearing aids. http://hearingmojo.com/the-seven-sisters-of-the-hearing-aid-industry

22. 5b. Estimate the market size using company dataClaimed market share : >50% of Hearing Aids & Clinical Audiometry services in Northern Luzon comes from & provided by Ear Technologies.Guesstimate on market shareSince no data is available, the number of supportive ENT doctors-members of EarTech has given the company a >50% edge of the market

23. 5b. Estimate the market size using company dataHistorical salessince 2003, Ear Tech has slowly emerged as the leading Hearing Aid center in Northern Luzon with 5 major branches from Ilocos Norte to Pampanga. Net income of >Php 3-5M / annually

24. 5c. Estimate the market size using customer dataUsage per day or per yearMore than 1 million hearing impaired patients will need a hearing Aid or at least will require a regular clinical audiometry test.Patients will be needing a hearing aid daily for communication & social integration

25. 25 The Marketing Mix StrategyPart 2:Steps 6 to 10

26. 6a. Photo of product categoryproduct and competitors

27. Siemens Life.Discreet & elegantSmall and stylish with ultra thin tubesExchangeable colors that stand out or blend inFully automatic functions for discreet handlingFast & flexibleInstant fitting conceptLow maintenance and follow up visitsEasy handling and inexpensive replacementsSophisticatedFeatures revolutionary BestSound Technology from SiemensCompatible with the Tek wireless enhancement systemAlso suitable for controlling tinnitus

28. Siemens Pure. It hides. You shine.DiscreetUltra-small RIC (receiver-in-canal) instruments16 exchangeable colors for complete individualityInstrument functions are fully automatic and inconspicuousInnovativeFeatures revolutionary BestSound Technology from Siemens3 powerful receivers for up to moderately severe hearing lossOffers connectivity with the Tek wireless enhancement systemUniqueThe only rechargeable RIC hearing instrumentNew charger with convenient electronic drying

29. Comfortable hearing instrumentsEasy and durable hearing solutions for those who want to enjoy every moment of life without worrying about hearing loss.Motion Nitrous Lotus Intuis

30. Hearing instruments for children Robust and reliable hearing solutions specially designed for kids to help them explore their world as they grow. It's designed to keep them safe while allowing them to discover their world. It's engineered to help kids bond, and still styled to suit their tastes. It's conceived not only to help children hear life, but to free them so that they can enjoy it.Discover how Siemens Explorer can help your child explore the magic of childhood as it has others. And learn how such a sophisticated hearing instrument can be so simple to use and care for.Siemens Explorer. Made for the most important person in the world. Your child.

31. ConnectivityA range of stylish devices that give you wireless and discreet control of your hearing instruments.Siemens Tek™The wireless enhancement for Siemens hearing instruments ProPocket™ is Siemens latest generation of remote controls for hearing instruments. ePen™Sleek remote that allows you to manually change programs and control volume.

32. ConnectivityA range of stylish devices that give you wireless and discreet control of your hearing instruments.Phone AdapterWireless communication wherever you are. ePocket™Remote control unit with read out function for volume control setting, program and battery status.

33. AccessoriesFrom high quality batteries to our unique charger-and-dryer solution. Siemens keeps your instrument in top form.eChargerFor rechargable hearing instruments. Siemens batteriesLong live batteries which ensure an excellent amplification.

34. 6b. Product DescriptionDescribe the physical features, specifications, attributes of the product

36. BestSound™ TechnologyBestSound™ Technology is Siemens most advanced digital sound processing system ever developed.Packed into each hearing instrument are three new technologies custom-tailored to the needs that matter the most to the wearers.SpeechFocus™ - The first directional microphone that automatically selects speech coming from behind you in a noisy situation. Speech focus acts like an acoustic rearview mirror that works automatically to improve speech understanding by up to 40%, improving your sense of safety and confidence. SoundLearning® 2.0- Enjoy the freedom of a completely automated and individualized hearing experience whether you’re listening in quiet, in noise, or enjoying music. You’ll have fewer follow-up fittings and the confidence of knowing you’re hearing exactly as you prefer in varying environments. FeedbackStopper™ - Based on the latest research, FeedbackStopper predicts feedback before it happens and reduces or eliminates it fast. Now, even in the most feedback-prone situations, you won't have to worry about embarrassing and annoying whistling.

37. 7. PriceGet prices of your product Creatively compare vs. competitors across different pack sizes and variantsQuantify the price difference in % terms vs. competitorsConclude on what pricing strategy is being used

38. 7. Price- Ranges from Php 12,000 to 350,000/hearing aid

39. 8a. PromoDescribe what you propose to doAdvertising (amount, media) – sponsorship in health/medical activitiesSales PromotionsPublic Relations – involve in Public Service with regards Ear Care & ProtectionDirect Marketing – visit doctor clinicsPersonal Selling

40. 8b. Competitor promoShow also how your key competitors communicateTheir commercialsTheir websitesAnd why your communication stands out

41. Manila;lHearing Aid Center

42. Ear Diagnostics Hearing Aid CenterCONGRATULATIONS ! Manila Branch was just awarded the National Shoppers Choice Award 2005 as No.1 Hearing Aid Center in Manila City.

43. LedesmaAudiological Centerhas been in the hearing industry for 24 years.Ledesma is the largest hearing aide sales centers in the Philippines with 11 braches nationwide. They offer a variety of hearing aid models for all types and degree of hearing loss, a complete laboratory equipment for earmold processing, computerized equipment for programming digital hearing aids and video otoscopy that allows us to identify presence of middle ear pathology-Makati City.

44. 9. Ear Technologies is distributed in Northern Luzon market stallsNorthern LuzonPick-up by customersCash and credit transaction

45. 10. What is the generic winning strategy?Which of the 4 strategies are being used? (bold and underline to most dominant strategy)DifferentiationNiche

46. 10. Ear Technologies is a niche leaderEar Technologies’ main strategy is to dominate the niche market of the hearing impairedIt benefits from the doctors’ (members) direct referralHas an excellent, wide range quality product distributed in Northern Luzon.

47. 47SUMMARY

48. 5 Steps for Part 1 (PTM and Positioning)Ear Tech Hearing Aid center offers its services to the hearing impairedWho want to hear ‘normally’ & be integrated into the society againCan choose Manila Hearing Aid, LedesmaAudiological center, Ear Diagnostics Hearing Aid Centerother brands focus regain hearingThe market size is 80%

49. 5 Steps for Part 2(Marketing Mix & Strategy)Product; wide range of hearing aid &including hearing aid batteriesPrice : from 12thou – 350thouPromo : lay-away plans, mass media Place : Northern LuzonGeneric Winning Strategy of Mix : direct referrals from doctor members

50. 5010 STEP Marketing Plan for (Ear Technologies Inc)Frederick UntalanJune 2010

53. 6.Product7. Price8. PromoMass mediaSPAPRE & EPDMIMW of MPS9. Place10.Generic1. PTM2. NWDemand3. Competition4. Map5. Size CompanyCompetitorscost