10 step marketing plan for sakura life - ENATSU

10 STEP MARKETING PLAN FOR –SAKURA LIFE-

Mitsuharu Enatsu

November 2010

5 STEPS FOR PART 1(PTM AND POSITIONING)

1. Identify your target market (PTM)2. What do they need (NEW)3. What are their choices (competitors)4. What is the opportunity (gap)5. How big is the market (3Cs)

5 STEPS FOR PART 1(PTM AND POSITIONING)

1. PTM are dialysis patients from class A-B

2. Who prefer a more private and personalized treatment with added value and service

3. Can opt to go to tertiary hospitals or stand alone dialysis centers

4. We offer a fusion of the elements of cleansing, relaxation, and pleasure into dialysis

5. The market size is 1 Million. Niche is 1,000

5 STEPS FOR PART 2(MARKETING MIX AND STRATEGY)

1. Product2. Price3. Promo4. Place5. Generic Winning Strategy of Mix

5 STEPS FOR PART 2(MARKETING MIX AND STRATEGY)

1. A combination of Dialysis and: Wellness (Spa, Manicure-Pedicure,

Facial) Recreation (Amusement room) Banquet (Healthy food)

2. At par with first class hospitals offering dialysis

3. Newspaper/ Print Ads, Events, Billboards, Word of mouth

4. Green Hills or Makati Area5. Uses niche market and product

diversification

POSITIONING TO THE PRIMARY TARGET MARKET

Part 1: Steps 1-5

MY PRIMARY TARGET MARKET

Demographics Lifestyle Behavior

MY PRIMARY TARGET MARKET

Patients with Chronic Kidney Disease, in need of dialysis, Middle to Upper social class

Personalized - Comfort, privacy, entertainment, relaxation

Want value for money, prefer pleasurable life

MY PTM’S NWE

Hierarchy of Needs What they want Expectations from the product

INFLUENCING BUYER BEHAVIOR

NEEDS WANTS EXPECTATIONS Physiologic – To live

Safety– To be healthy

Social – To belong, to associate with others

Esteem – to be functional

They chose SAKURA LIFE over other products because of..

the services and experiences added to a dialysis session that provide relaxation and pleasure

They expect this when they use SAKURA LIFE:

A soothing and enjoyable stay because of the

add-on services to dialysis

3A COMPETITORS

Hospitals: Medical City, St. Lukes, Cardinal Santos, Asian Hospital

Stand Alone Dialysis Centers: Renal Care, Hemotek

Variables: Price, Location, quality of primary service, additional services offered, presentation, operating hours, credibility

3B COMPETITIVE POSITION MAP

2 most critical variables Proposition map; plotting of different competitors

3B COMPETITIVE POSITION MAP

Price vs Service Location vs Accessibility

SAKURA FOCUSES ON SATISFYING ITS NICHE: QUALITY PRIMARY AND ADD-ON SERVICE, HIGH PRICE

SAKURA UNIQUE POSITIONING Competitors: Dialysis using state of the art equipment, Adequate ambiance for patient comfort

SAKURA:State of the art equipmentSpa-like ambiance, provides tranquility and relaxationAdd On services:

Massage, Manicure Pedicure, facial, personal entertainment (cable tv), patient interaction (board games)

4. IDENTIFY THE GAP BETWEEN CUSTOMERS AND COMPETITION

Marketing opportunity? NWEs not being addressed? Unique selling proposition

SAKURA POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY

SAKURA is the only dialysis center.. That also caters to health and beauty (SPA services)

Provides personal entertainment (board games, cable tv, dvds)

Offers healthy gourmet food

No competitor has similar position

Other competitors focus of dialysis alone

We pamper the patient while his kidneys are taken care of

5A. ESTIMATE MARKET SIZE

The Medical City : 500 patients/month Hospital X: private, tertiary hospital in QC / 150 patients/month

MARKET SIZE USING COMPANY DATA

o SAKURA projected data: 100-200 dialysis patients in 1 month

o Total of 1,800-2400 dialysis sessions in a month

MARKET SIZE USING CUSTOMER DATA

As many as 200 patients will need dialysis sessions 3 times a week

9000 per session (Zen Package)

200patients x 3 sessions per week x 4 weeks x P9000 per session = P21,576,000.00

THE MARKETING MIX STRATEGYPart 2: Steps 6 - 10

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COMPETITORS

Medical City

Stand Alone dialysis Centers: Hemotek

SAKURA HAS A REVOLUTIONARY APPROACH TO THE TREATMENT OF DIALYSIS

SAKURA is a world class dialysis center that revolutionizes the stigma of dialysis into a positive, more gratifying experience

We combine state-of-the-art medical treatment with a harmonious, pleasant environment and Add-on services

Dialysis + the following themes: Onsen: includes SPA services Fuzei: with healthy gourmet food Akihabara: Entertainment Facilities (board games, cable tv, dvds)

PRICE

ZEN: P9000 Nihon Cafe: P 7300 Akihabara: P8000

Benchmarked against The Medical City Dialysis prices

30%-50% premium than standalone dialysis centers

PROMO

Print-Ads (Health and lifestyle magazines)

Billboards Web-Site Word of Mouth Endorsements from physicians Tie ups with Wellness centers

COMPETITOR’S PROMO: MEDICAL CITY

ST. LUKE’S

ASIA RENAL CARE

HEMOTEK

9. PLACE

Strategically located to be in close proximity to highly populated areas, as well as communities with residents capable of paying the premium

Greenhills Makati

10. GENERIC WINNING STRATEGY:SAKURA TARGETS A NICHE MARKET BY PROVIDING PRODUCT SPECIALIZATION

Class A-B who need quality dialysis but want to do away with the negative aspects associated with it.

Turns the hospital experience of dialysis into a day at the Spa. Harmoinous environment, Wellness services, healthy gourmet food, entertainment.

Primary and Add-on services are worth the price