Upload
jose-legarda
View
1.024
Download
3
Embed Size (px)
DESCRIPTION
Citation preview
10 StepMarketing Plan for The Medical City: Derma and Aesthetic Center
Jose Eduardo D. LegardaNovember 30, 2010
Tuesday, November 30, 2010
Primary Target Market:Value Beauty & Aesthetics
• Demographics (13 years old and above, M/F, social class AB)
• Lifestyle (studying, working, has “made-it”)
• Behavior (what is beauty, sexy, “in”)
Tuesday, November 30, 2010
Need, Wants, Demand
• Individuals need to belong, raise self-esteem, self-actualization
• Individuals choose TMC: Derma and Aesthetics for its doctors, technology, security, and health
• Feel that they are PARTNERS
Tuesday, November 30, 2010
Competition
• Direct: St. Luke’s Dermatology and Aesthetics Center, Asian Hospital’s Cosmetic Surgery, Belo, Calayan, others
• Indirect: Beauty Products, Gyms, Spa’s
• Variables: Price, Equipment, Doctors, Availability, Security, Brand
Tuesday, November 30, 2010
St Luke’s
Brand vs. Equipment
Brand/ Equipment Updated Acceptable Obsolete
Popular Brand
Unknown Brand
BeloTMC Calayan
Asian
others
Tuesday, November 30, 2010
Brand/ Equipment Secured Acceptable
Not Secured
High Price
Low Price
St Luke’s
Price vs. Security
BeloCalayan
TMC Asian
others
Tuesday, November 30, 2010
Market Niche
• TMC Derma and Aesthetic Center offers patients to have an active role
• to be PARTNERS
Tuesday, November 30, 2010
Market Share
• The estimated market share of Belo is roughly 50%
• Calayan’s 30%
• The remaining is divided by the many smaller groups,
• ... TMC Market Share 1-3%
Tuesday, November 30, 2010
Tuesday, November 30, 2010
The Medical City
• The Medical City is a tertiary care hospital
• who’s philosophy revolves addressing the entire continuum of health needs, patient as equal, informed and empowered partner in pursuit and preservation of health
• JCI accredited
Tuesday, November 30, 2010
• Offers a wide range of Dermatologic and Aesthetic Services, equipped with one of the latest technology, handled and cared by a skilled team of doctors and nurses
Tuesday, November 30, 2010
Price
• Laser Therapy Underarm
• 1 session - Php2565
• 5 session - Php 12310
TMC priced its laser therapy based on the number of session, at 5 session it’s 70% more expensive than Belo’s. It is 50% less than Calayan’s hair removal package (not priced by # of sessions)
Tuesday, November 30, 2010
Promo
• As one of the services provided by The Medical City, it relies heavily on the Brand of The Medical City
• Multimedia promotions are played within hospital premises
• Power of the walking-talking advertisement: Word of Mouth
Tuesday, November 30, 2010
Place
• Center for Wellness and Aesthetics, 6th floor Podium Building, The Medical City.
Tuesday, November 30, 2010
Winning Strategy
• Niche
• Brand Image
Tuesday, November 30, 2010
10 StepMarketing Plan for The Medical City: Derma and Aesthetic Center
Jose Eduardo D. LegardaNovember 30, 2010
Tuesday, November 30, 2010