1

10 STEP Marketing Plan forBGC Sports Clinic and Rehabilitation Center

Montenegro, Riza Ann Lee G.August 2015

Fort BonifacioBonifacio Global City

Taguig

1. Athletes 2. Quality care for sports injuries, and rehabilitation center

for 3. Main competitor is St. Luke’s Global City4. Currently no clinic in BGC who caters to the ortho/rehab

NWD of the barrage of athletes who attend the events and games in BGC

5. 4 to as much as 15 sports-related injuries per day in BGC

Steps 1 to 5Summary headline of your PTM and market

6. BGC sports clinic and rehabilitation center is the first of its kind in the area. It caters to thousands of athletes who attend events in BGC.

7. Approaches the price of St. Luke’s8. Sponsor events such as fun runs, bike events, frisbee football

games, etc. Logo of the clinic should be on jerseys, on all event posters, etc.

9. BGC, and events in BGC or otherwise10. Niche and Differentiation

Steps 6 to 10Summary headline of the marketing mix & strategy

1. Describe the primary target market (PTM)*

Patients aged 15-40*, both male and female, Class A-B

Athletes such as football players, runners, bikers, etc.

When there are major or minor injuries during games, runs, etc., or when these athletes require physical therapy and rehabilitation daily, weekly

*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM

2. My PTM’s NWDNeeds from Maslow’s hierarchy- Safety, Social, Self-development- Safety – the need to be whole, uninjured, functional- Social – the need to “fit in” and return to functional social tasks- Self development – for PT and rehab, the need to be at his/her best form of herself

Wants determine choice- A quality clinic where athletes can go to for care and management when they sustain injuries or

when they need physical therapy and rehabilitation- A convenient clinic to go to that does not entail waiting for hours in the emergency department Demands for them to buy the product- Quality care from competent and caring physicians who can adequately attend to and manage

their needs and wants

Describe your PTM needs

6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

3a. Direct and indirect products that address my PTM’s NWD Competitors: St. Luke’s Global, Makati

Medical Center, Ospital ng Makati, The Medical City

Variables Accessibility Location Convenience Affiliated doctors Price Special services (e.g., first aid on site, transport to

clinic)

Example of a 2x2 competitive position map for toothpaste

Price/ Age Matrix

Makati City

Taguig Ortigas

High price

Low Price

St.LukesMMC

OsMak

Price vs. Location Matrix as of 2011

TMC

4. Identify the gap between customers and competition

Where is the marketing opportunity?- There is currently no clinic in BGC who caters to the ortho/rehab NWD of the barrage of

athletes who attend the events and games in BGCWhat NWDs are not being addressed?- There is no convenient clinic for injured athletes to go to in BGC where they are assessed

and managed more efficiently than in a tertiary emergency departmentWhat can be the unique selling proposition for the new product (totally new or repositioned.)- Focus on sports medicine- Partnerships with sports teams- Offers on site management and free transportation- Packages for treatment and subsequent rehabilitation program

5a. Estimate the market size using competitor data

Based on interview, there are around 4 to as much as 15 sports-related injuries per day in BGC

5b. Estimate the market size using company data

1. No claimed market share yet2. Guesstimate on market share

The market share would be a percentage of St. Luke’s Global City and Makati Medical Center, and to a lesser extent, OsMak and The Medical City

5c. Estimate the market size using customer data

1. Usage per day or per year Per person 2-5x in a lifetime Per team ~10 injuries per month,

both minor and major injuries

5. Decide on market size in pesos, not in number of people1. Competitor data= 3,000 per ER

consult (low estimate); 7,000 per ER consult (high estimate) for sports-related injury

2. Company data = N/A3. Customer Usage data = N/A

6a. Show how product looks vs. competition

6b. Product DescriptionBGC sports clinic and rehabilitation center is the first of its kind in the

area. It caters to thousands of athletes who attend events in BGC. It’s design outside and inside are modern and sleek. Panels are white and silver, modern, yet with highlights that make the clinic cozy and comfortable. It has a wide waiting area where companions of patients can stay, use the free wifi, read sports magazines, watch sports events on the LED TV. The clinic has a reception where friendly and competent employees are stationed. The clinic has several rooms with examining tables where physicians can talk to and examine patients. The clinic also has a mini-emergency room as well as an operating room and rehabilitation center.

7. Price PF depends on the physician Php 500-1500 On site management

Php 2,500 per call + 500 transpo to clinic + PF OR Php100,000/month retainer (no charge per call, free

transpo, no PF) +++ use for OR, equipment, materials, etc. Price does not have to be much cheaper than St. Lukes. In fact, it

has to be close to the price St. Lukes because the target market does not look for cheap alternatives to St. Lukes. They look for quality. Using the Price-quality inference concept, which most Class A-B use, reducing the price would mean the service in this clinic is inferior to St. Lukes

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

8a. Your products Promotions

8a. Your products Promotions

8a. Samples of Promo

8b. Competitor promo

9. Place Where is your product available?

BGC, sporting events in BGC or otherwise

BGC only Walk in, transported in from site, on

site management

10. What is the generic winning strategy?

Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Niche Differentiation

St. Lukes Global City uses a niche strategy of Class A and B. BGC Clinic and Rehab Center will focus on the sports-related injuries (or any injury) of that same niche.

24

SUMMARY

1. Athletes 2. Quality care for sports injuries, and rehabilitation center

for 3. Main competitor is St. Luke’s Global City4. Currently no clinic in BGC who caters to the ortho/rehab

NWD of the barrage of athletes who attend the events and games in BGC

5. 4 to as much as 15 sports-related injuries per day in BGC

Steps 1 to 5Summary headline of your PTM and market

6. BGC sports clinic and rehabilitation center is the first of its kind in the area. It caters to thousands of athletes who attend events in BGC.

7. Approaches the price of St. Luke’s8. Sponsor events such as fun runs, bike events, frisbee football

games, etc. Logo of the clinic should be on jerseys, on all event posters, etc.

9. BGC, and events in BGC or otherwise10. Niche and Differentiation

Steps 6 to 10Summary headline of the marketing mix & strategy