10-Step Marketing Plan

REVITALIZE:

A Rehydration Center

ANG, JeffrayCHAVEZ, Jover

CO KEHYENG, Leslie CharmainePAAYAS, Judith

10 January 2011

10 Step Marketing Plan:REVITALIZE

1. Revitalize is for the young and old who are dehydrated and…

2. who want to survive

3. can choose to go to emergency rooms and clinics or self-medicate with oral remedies.

4. The gap is the relatively high cost of supportive care for dehydration.

5. The MARKET SIZE is PhP 200 M.

10 Step Marketing Plan:REVITALIZE

6. REVITALIZE rehydration center

7. is more affordable

8. uses a mix of mass and personal communication

9. is located nationwide

10.uses a combination of low cost and differentiation strategies to succeed

POSITIONING TO THE TARGET MARKET

For the young and old who are dehydrated…

DEMOGRAPHICS All age groups, male and female, across all social classes who are willing to avail of the service

LIFESTYLE People from all walks of life

BEHAVIOR Patients who are concerned with health and immediately seek relief from or cure for ailment

10 Step Marketing Plan:REVITALIZE

10 Step Marketing PlanREHYDRATION CENTER

to live and survive

accessible healthcare

best possible healthcare

Dehydrated patients…

NEED to survive and live

WANT Rehydration Centers because of affordability

easier access specialized healthcare delivery

EXPECT more personalized quality service,adequate facilities

10 Step Marketing Plan:REVITALIZE

DIRECT COMPETITORS

10 Step Marketing Plan:REVITALIZE

INDIRECT COMPETITORS

10 Step Marketing Plan:REVITALIZE

Formidable competitors include

DIRECT Hospital Emergency FacilitiesHealth Centers

INDIRECT Oral Rehydration SaltsOther Electrolyte Drinks

VARIABLES price, availability, convenience, specificity of service, quality of service

10 Step Marketing Plan:REVITALIZE

REHYDRATIONCENTERS

Hospital ERs Health Centers

Cost(Affordability)

Availability

Convenience(Accessibility)

Specific Service

Quality of Service

COMPETITIVE POSITION MAPS

10 Step Marketing Plan:REVITALIZE

a unique mix of

AFFORDABILITYand

HIGH QUALITY

10 Step Marketing Plan:REVITALIZE

• UN Data:

– Market Sales ~ PhP 1 B

– UN market share ~ 50%

– Private rehydration centers ~ 10%

• Therefore, PhP 1 B * 0.1 = PhP 100 M

Estimated MARKET SIZE is PhP 100 M

10 Step Marketing Plan:REVITALIZE

• Incidence of Diarrhea x PhP 20

• 603,287 x PhP 500 = PhP 301,642,500

10 Step Marketing Plan:REVITALIZE

• Competitor Data = PhP 1 B

• Company Data = PhP 100 M

• Usage Data = PhP 301 M

Estimated MARKET SIZE is PhP 200 M

10 Step Marketing Plan:REVITALIZE

THE MARKETING MIX STRATEGY

10 Step Marketing Plan:REVITALIZE

Dehydration treatment may be achieved through

• REVITALIZE presents an ideal way of providing health service with affordability, without sacrificing quality.

• Service is individualized.

• It follows internationally accepted standards in treating patients.

10 Step Marketing Plan:REVITALIZE

• Total Package = PhP 500

• Revitalize is generally priced at a discount compared to its competition.

– as much as 10x cheaper than Emergency Department treatment in the leading private hospitals

10 Step Marketing Plan:REVITALIZE

• PROMOTION will employ a mix of Mass and Personal Communication.

– TV and Radio

– Print

– Multimedia

– Word of Mouth

10 Step Marketing Plan:REVITALIZE

• REVITALIZE centers are located nationwide.– one in each municipal area

– strategic, high-density areas

10 Step Marketing Plan:REVITALIZE

• REVITALIZE combines the strategies of low-cost producer and differentiation.

– generally lower prices

– very specialized, excellent service

10 Step Marketing Plan:REVITALIZE

SUMMARY

10 Step Marketing Plan:REVITALIZE

1. Revitalize is for the young and old who are dehydrated and…

2. who want to survive

3. can choose to go to emergency rooms and clinics or self-medicate with oral remedies.

4. The gap is the relatively high cost of supportive care for dehydration.

5. The MARKET SIZE is PhP 200 M.

10 Step Marketing Plan:REVITALIZE

6. REVITALIZE rehydration center

7. is more affordable

8. uses a mix of mass and personal communication

9. is located nationwide

10.uses a combination of low cost and differentiation strategies to succeed

10-Step Marketing Plan

REVITALIZE:

A Rehydration Center

ANG, JeffrayCHAVEZ, Jover

CO KEHYENG, Leslie CharmainePAAYAS, Judith

10 January 2011