10 Step Marketing Plan requirement for MARKMAN

1. 1
10 STEP
Marketing Plan for the
See Soon Cataract Clinic
Joyce Louise Soon
August 2015
Bonifacio High Street,
Fort Bonifacio, Taguig City

2. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remegio 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

3. 1. Cataract Surgery for the Elderly
2. Quality, Safe, and Effective
Procedures using State of the Art
Equipment
3. See Soon Clinic VS tertiary hospitals
and mall clinics
4. Providing a mall clinic in BGC
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

4. 6. Cataract Surgery
7. Price Setting: Price Matching and
Target Return Pricing
8. Promo Samples
9. Place: BHS, Fort Bonifacio
10. Generic Winning Strategy of Mix:
Niche
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. Describe the primary target
market (PTM)
 Patients aged 60 and above, male and
female, Social class A-B-C
 Patients primarily retired, engaged in mostly
social activities, hobbies, and house chores
 Cataract surgery is an elective procedure
performed due to chronic blurring of vision,
and each eye is operated on in a separate
procedure a few weeks apart

6. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
 Physiologic, Safety, Social, Esteem, Self-Actualization
 Clear vision to be able to perform daily tasks
Wants determine choice
 Quality care
 State of the art equipment
 Accessible location
 Social status
Demands for them to buy the product
 Effectiveness of surgery in curing blurred vision
 Patient safety
 Competitively priced

7. Describe your PTM needs
7
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler

8. 3a. Direct and indirect
products that address my
PTM’s NWD
 Hospitals such as, The Medical City, St. Luke’s, Makati Medical
Center, etc.
 Cataract eye clinics such as, Galileo Eye Center, American Eye
Center, Mega Clinic, etc.
 Variables:
 Location
 Competitive Price
 Quality of care
 HMO affiliation
 Doctors affiliated
 Equipment
 Aesthetic of environment (Homey VS Hospital)

9. Positioning Map
Price/
Location
Matrix
Ortigas Makati Taguig
High price
Low Price
St Luke’s
TMC
MMC
Mega
Clinic
Price vs. Location
as of 2015
American
Eye Center
Galileo
Osmak

10. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
 There is currently no eye clinic located in Bonifacio
High Street which targets class A-B-C and offers
quality care and state of the art equipment
What NWDs are not being addressed?
 Accessible location
 Homey environment
What is the unique selling proposition?
 Hospital care in a homey environment

11. 5a. Estimate the market size
using competitor data
Based on interviews and online research, each
competitor has between 5 to as much as 20
scheduled cataract surgeries per day.

12. 5b. Estimate the market size
using company data
Company is theoretical, no data on market size
yet.
However, theoretically the company’s expected
market size would be a percentage of the
current market size of St. Lukes Global City,
it’s closest direct competitor.

13. 5c. Estimate the market size
using customer data
1. Usage per day or per year
 Twice in a lifetime
 Elderly in the household

Technically speaking, everyone will be
eligible for cataract surgery because
cataracts are part of the normal aging
process of the eye

14. 5. Decide on market size in
pesos, not in number of
people
1. Competitor data= 900,000 in 1 month
(low estimate, 5 procedures/day),
2.7M in 1 month (high estimate, 15
procedures/day)
2. Company data = N/A
3. Customer Usage data = N/A

15. 6a. Photo of product category

16. 6b. Product Description
The product is quality, safe, and state of
the art phacoemulsification cataract
surgery in a comfortable and homey
clinic setting that is accessible to our
target market (mall placement).

17. 7. Price
 Ideal theoretical price would be P30,000-
45,000/procedure
 This would be more affordable than St. Luke’s which
is the closest competitor, and also more affordable
than other private tertiary hospitals.
 40% price difference in comparison with St. Luke’s
 The price range would be similar to other mall clinics
that offer the same service such as American Eye
and Mega Clinic.
 0-10% price difference in comparison with other clinics.
 Pricing Strategy: Price matching and Target Return

18. 8a. Your products
Promotions

19. 8a. Samples of Promo

20. 8a. Samples of Promo

21. 8b. Competitor promo

28. 9. Place
 Where is your product available?
 Fort Bonifacio, Taguig City Metro Manila
 Urban area
 Serving Class A-B-C

29. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
 Niche
 Differentiation
 Supply and Distribution Leverage
 Low Cost Producer

30. 30
SUMMARY

31. 1. Cataract Surgery for the Elderly
2. Quality, Safe, and Effective
Procedures using State of the Art
Equipment
3. See Soon Clinic VS tertiary hospitals
and mall clinics
4. Providing a mall clinic in BGC
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

32. 6. Cataract Surgery
7. Price Setting: Price Matching and
Target Return Pricing
8. Promo Samples
9. Place: BHS, Fort Bonifacio
10. Generic Winning Strategy of Mix:
Niche
Steps 6 to 10
Summary headline of the
marketing mix & strategy