The 10 Step Marketing Plan

Sangalang, Jose Mari Carmelo A.12-0009

2011 Edition

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10 STEP Marketing Plan for Accuracy Diagnostic Center

Sangalang, Jose Mari Carmelo A.8/22/2015

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

1. Primary target market are people who want to have diagnostic work-up done.

2. People who need diagnostics work up, want fast and accurate results

3. High precision laboratory, and other laboratory centers

4. People need reliable and affordable laboratory examinations

5. Competitor – major laboratory centers like high precision Company – Accuracy laboratory center, high end laboratory work up center that targets class A, B, CCost – Competitive cost almost equal to same size competitors

Steps 1 to 5Summary headline of your PTM and market

6. Product – Laboratory diagnostics7. Price – economical price equal to similar competitors8. Promo – package diagnostic exam deals 9. Place – Cainta, this is because there are few

diagnostic centers in Cainta with good quality laboratories

10. Generic Winning Strategy of Mix – state of the art diagnostic center which is more advance than nearby competitors

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

1. Describe the primary target market (PTM)*

Demographics – people of any age needing reliable diagnostic work-up in class A, B, C,

Lifestyle – Any lifestyle Behavior – Returning customers for

various laboratory work-ups and patients with chronic diseases needing affordable workup

*

2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow

Describe your PTM needs

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Esteem Needs (Recognition, Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

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

2. PTM’s needs, wants & demands Needs: Physiologic need and security and safety need, this

is because, Accuracy Laboratory Center caters to the immediate physical need of the human body to ensure proper treatment and management, it also fills the security need due to the fact that one can feel safe if the results are accurate

Wants: Fast and accurate results, comfortable testing center

Demands: Accuracy Laboratory training Center caters to people who want fast, reliable and safe diagnostic procedures that gives a comfortable and accommodating testing center

3a. Direct and indirect products that address my PTM’s NWD High Precision diagnostic center The Medical City clinic Oxford laboratories Variables include the following:

comfort of testing center, state of the art equipment, fast release of results

4. Identify the gap between customers and competitionWhere is the marketing opportunity?- Few numbers of reliable diagnostic centers in Cainta

What NWDs are not being addressed?- Other diagnostic centers are not equipped with the state

of the art laboratory apparatus and comfort of the patients is not recognized

What can be the unique selling proposition for the new product Safe, affordable, accurate fast diagnostic center where the patient is at the top most of importance

5a. Estimate the market size using competitor data

1. Top 7000 Corporation Data or news Total Sales from 1 product companies % of sales from multi-product

2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”

5b. Estimate the market size using company data

1. Claimed market share2. Guesstimate on market share

Fair share of market Distribution extent

3. Historical sales

5c. Estimate the market size using customer data

1. Usage per day or per year 150 persons per day is the

estimated visit to our diagnostic center making 54000 customers per year

5. Decide on market size in pesos, not in number of people

1. Competitor data=Average diagnostic center of same or equal size would

earn 10-15 million pesos2. Company data = Estimated earnings would be at around 12 million annualy 3. Customer Usage data = Average customer usage of product would depend on how

frequent he requires laboratory exams.

6b. Product Description

Accuracy diagnostic center would be situated in Cainta, the building would be new and accessible to people and the interior would be comfortable thano other centers.

7. Price Price range of Accuracy Diagnostic

Center would be of almost equal price to nearby diagnostic centers however the equipment and patient comfort is better

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

8a. Your products PromotionsProduct promotions would include

advertisements on malls and word of mouth promotion, assuming that the laboratory center may earn a bit less than others in the nearby area, there will be a significant shift to it eventually because patient comfort is a competitive edge

8a. Samples of Promo

Samples

This can be in multiple slides

8b. Competitor promo

Competitors include package deals as their promo and no other promos or promotions done

8b. Competitor promo

Samples

Can be multiple slides

9. Place Where is your product available?

Available to all people within the area who seek an affordable and accurate laboratory diagnostics

10. What is the generic winning strategy?

Which of the 4 strategies are being used? Low Cost Producer Differentiation Niche Competitive edge

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SUMMARY

1. Primary target market are people who want to have diagnostic work-up done.

2. People who need diagnostics work up, want fast and accurate results

3. High precision laboratory, and other laboratory centers

4. People need reliable and affordable laboratory examinations

5. Competitor – major laboratory centers like high precision Company – Accuracy laboratory center, high end laboratory work up center that targets class A, B, CCost – Competitive cost almost equal to same size competitors

Steps 1 to 5Summary headline of your PTM and market

6. Product – Laboratory diagnostics7. Price – economical price equal to similar competitors8. Promo – package diagnostic exam deals 9. Place – Cainta, this is because there are few

diagnostic centers in Cainta with good quality laboratories

10. Generic Winning Strategy of Mix – state of the art diagnostic center which is more advance than nearby competitors

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

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THANK YOU