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10 step marketing plan velasco

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10 step marketing plan velasco

  1. 1. 10 STEP Marketing Plan for (Belo Medical Group) Pearl Hazelle S. Velasco June 10, 2011
  2. 2. <ul><li>PTM are classes A/B </li></ul><ul><li>To look and feel better </li></ul><ul><li>Calayan Medical Group, Beverly Hills 6750, Marie France </li></ul><ul><li>Some centers do not offer the same procedure </li></ul><ul><li>60% Market share </li></ul>Steps 1 to 5 High standard for a high class beauty.
  3. 3. <ul><li>Belo offers cosmetic surgery procedures, skin treatments, liposculpting, hair removal treatments, dental. </li></ul><ul><li>Price are higher than their rivals. </li></ul><ul><li>Uses ads and well-known endorsers. </li></ul><ul><li>Several branches locally and abroad. </li></ul><ul><li>Products endorsed by famous people. </li></ul>Steps 6 to 10 If these stars can look this gorgeous, why can’t you.
  4. 4. 1. PTM are those who want to look gorgeous. <ul><li>25-65, M/F, classes A/B, single and married. </li></ul><ul><li>Entrepreneurs, executives, celebrities, well-off individuals. </li></ul><ul><li>After the procedure, clients feel good. </li></ul>
  5. 5. 2. PTM wants to be appreciated and accepted that will make them feel good about themselves. I feel good when I get appreciated and accepted. I want to be accepted.
  6. 6. 2. PTM’s needs, wants & demands <ul><li>PTM needs to be appreciated , accepted and belong . </li></ul><ul><li>PTM choose Belo because of the name they have established through the years. </li></ul><ul><li>PTM demands that after the procedures or after using the products, they would be gorgeous and stunning . </li></ul>
  7. 7. 3a. Belo’s competitors in the industry. <ul><li>Direct: Calayan Medical Group, Beverly Hills, Marie France. </li></ul><ul><li>Indirect: Gym, Diet, Slimming pills and teas, Sports, Dermatologists. </li></ul><ul><li>Variables: Price, Services, Endorsers, Doctors, Procedures, Credibility of the product and the service. </li></ul>
  8. 8. Price vs. Service 3b. Competitive Position Map Calayan Beverly Hills Belo Marie France Gym Diet Sports Slimming Pills/Teas Derma- tologists Price/Service Good Service Best Service High Price Low Price
  9. 9. Positioning vs. Brand Matrix Functional Benefit Belo Calayan Beverly Hills Marie France Affordable Price Quality Service Customer Satisfaction Best Facilities Confidence
  10. 10. 4. Belo has a good position in the market <ul><li>Belo has been in the market since it started. It has used its connections in the entertainment industry to market its products and services. Though it has an elite set of clients, it tried to expand to the lower classes through it’s products that are available in the market, like the Belo essentials. </li></ul>
  11. 11. 4. Famous taglines =Company’s identity <ul><li>Only Belo touches my skin, who touches yours? </li></ul><ul><li>Belofied Beauty! </li></ul>
  12. 12. 5. Belo has 60% of the market <ul><li>Revenues from cosmetic surgery and dermatological services is 20M </li></ul><ul><li>60% Market share </li></ul><ul><li>20M x 60% = P12M </li></ul>
  13. 13. 5. Estimated Revenue of P113M per year <ul><li>Cosmetic Surgery: </li></ul><ul><li>3 out 10 Filipinos undergo cosmetic surgery per day which costs around 100,000 per session. </li></ul><ul><li>3 x P100,000 x 365 = P109,500,000 </li></ul><ul><li>Derma: </li></ul><ul><li>5 out of 10 Filipinos undergo derma procedures per day which costs around P2,000 per session. </li></ul><ul><li>5 x P2,000 x 365 = P3,650,000 </li></ul><ul><li>Total: P109,500,000 + P3,650,000 = 113,150,000 </li></ul>
  14. 14. 5. Belo’s market is 12M <ul><li>Competitor data= 12M </li></ul><ul><li>Company data = 12M </li></ul><ul><li>Customer Usage data = 113M </li></ul>
  15. 15. 6a. Belo vs. direct competitors
  16. 16. 6a. Belo vs. indirect competitors
  17. 17. 6b. Various Belo Products <ul><li>Products: </li></ul><ul><li>Belo Prescriptives, Neostrata Skin Care Products, Infracyte Transformation Program, Enormous Lash, Cosmelan, Obagi Elastiderm Decolletage, Obagi Nu-derm System, Obagi Elastiderm </li></ul>
  18. 18. 6b. Various Belo Services <ul><li>Services: </li></ul><ul><li>Liposculpting, Cosmetic Surgery Procedures, Facials and Peels, Acne Management and Acne Scars, Skin Pigmentation and Melasma Treatments, Botox and Fillers, Skin Rejuvenation and Anti-aging treatments, Hair removal treatments, Warts Moles and Other Lesions and Birthmarks and Tattoos, Scars and Keloids, Skin Lightening and Smoothening Treatments, Stretchmarks and Cellulite, Varicose Veins and Treatment for Vascular Lesions, Weight Management and Non-surgical Contouring Treatments, Dental </li></ul>
  19. 19. 7. Belo price <ul><li>Cosmetic Surgery: </li></ul><ul><li>25,000 – 500,000 per session </li></ul><ul><li>Derma: </li></ul><ul><li>2,500 – 10,000 per session </li></ul>
  20. 20. 7. Competitors’ price <ul><li>Cosmetic Surgery: </li></ul><ul><li>Calayan: 20,000 – 400,000 </li></ul><ul><li>Marie France: 20,000 – 300,000 </li></ul><ul><li>Beverly Hills: 25,000 – 400,000 </li></ul>
  21. 21. 7. Competitors’ price <ul><li>Derma: </li></ul><ul><li>Calayan: 1,500 – 10,000 </li></ul><ul><li>Marie France: 2,000 – 10,000 </li></ul><ul><li>Beverly Hills: 2,500 – 10,000 </li></ul>
  22. 22. 8a. Which of these modes does your product use? 2 3 1 4
  23. 23. 8a. Belo’s promotions
  24. 24. 8a. Belo’s promotions http://www.youtube.com/watch?v=AMnqYNdD0ZI&feature=related http://www.youtube.com/watch?v=uoI_OCyHS_Q&feature=related http://www.youtube.com/watch?v=9UH9Fivq5Lk&feature=related http://www.youtube.com/watch?v=RB2-k1hW0-c&feature=related http://www.youtube.com/watch?v=dS7m8b1rOJQ&feature=related
  25. 25. 8b. Calayan’s Promotions
  26. 26. 8b. Calayan’s Promotions http://www.youtube.com/watch?v=1SL0K6RzT1M http://www.youtube.com/watch?v=4LvRwLxa35w&feature=related
  27. 27. 8b. Beverly Hills 6750’s Promotions
  28. 28. 8b. Beverly Hills 6750’s Promotions http://www.youtube.com/watch?v=alAX1DqSZm0
  29. 29. 8b. Marie France’s Promotions
  30. 30. 8b. Marie France’s Promotions http://www.youtube.com/watch?v=EmXu_BcUi60 http://www.youtube.com/watch?v=5RSuWi7NVnc http://www.youtube.com/watch?v=J4KGAZ4pb44 http://www.youtube.com/watch?v=qUA5qtt8bpo http://www.youtube.com/watch?v=z-ok_TntaB0 http://www.youtube.com/watch?v=70P7nYwWt8Y
  31. 31. 9. Belo’s clinics in the Philippines and abroad <ul><li>Mega Atrium </li></ul><ul><li>Ayala Malls Cebu </li></ul><ul><li>Westgate Alabang </li></ul><ul><li>Greenhills </li></ul><ul><li>Medical Plaza Makati </li></ul><ul><li>Rustan’s Makati </li></ul><ul><li>The Podium Ortigas </li></ul><ul><li>Tomas Morato </li></ul><ul><li>Trinoma </li></ul><ul><li>Greenbelt Makati </li></ul><ul><li>California, USA </li></ul><ul><li>Mode of payment: </li></ul><ul><li>Cash and Credit cards </li></ul>
  32. 32. 10. Belo Medical Group dominates the niche market <ul><li>We all know that when talking about enhancing physical appearance, the first thing that comes to mind is Belo. It has been a household name because of its advertising strategy of using well-known personalities as product endorsers. It also developed products that may be bought over the counter. Despite the scandal that the company faced years ago, it even became an opportunity for the company to be recognized. </li></ul>
  33. 33. SUMMARY
  34. 34. <ul><li>PTM are classes A/B </li></ul><ul><li>To look and feel better </li></ul><ul><li>Calayan Medical Group, Beverly Hills 6750, Marie France </li></ul><ul><li>Some centers do not offer the same procedure </li></ul><ul><li>60% Market share </li></ul>Steps 1 to 5 High standard for a high class beauty.
  35. 35. <ul><li>Belo offers cosmetic surgery procedures, skin treatments, liposculpting, hair removal treatments, dental. </li></ul><ul><li>Price are higher than their rivals. </li></ul><ul><li>Uses ads and well-known endorsers. </li></ul><ul><li>Several branches locally and abroad. </li></ul><ul><li>Products endorsed by famous people. </li></ul>Steps 6 to 10 If these stars can look this gorgeous, why can’t you.
  36. 36. 10 STEP Marketing Plan for (Belo Medical Group) Pearl Hazelle S. Velasco June 10, 2011

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