This document outlines a 10 step marketing plan for Orthopaedie Frey Far East's arch support products. The plan identifies their current target market as professional athletes and the need to expand to amateur athletes and women. It analyzes competitors and positions their product as customized, middle-priced arch supports. The marketing strategy involves retaining customization, partnering with complementary businesses, and conducting market research to further differentiate their product.

1. Maria Margarita A. Mejia
Marketing Management
November 30, 2010
10 Step Marketing Plan
Orthopaedie Frey Far East ,
Incorporated Arch Supports

2. What is an ARCH SUPPORT?
Orthotic appliance
placed inside shoes
Provides underside
support for feet
Shaped to fit the
arch of the foot

3. Functional Orthotics
Purpose: accurately and
precisely position the foot
throughout the gait cycle
 proper function
Prescription fitted
Very effective in alleviating
symptoms and establishing
proper alignment

4. Primary Target Market
Step #1

5. Who need arch support?
Overuse of the feet (recreational and daily activities)
People suffering from the following conditions:
Achilles tendonitis / Achilles overuse syndrome
 30- to 44-year-old recreational athletes
 72-89% of injuries occur during athletic ventures
Bunions – relieving pressure on the bunion
Flat feet or high arches
Metatarsalgia – with sports involving high-impact movements
(e.g. Jumping and running)
Plantar fasciitis – caused by over-pronation due to a flat arch

6. Who use arch supports?
Athletes
Basketball
Running
Football / Soccer
Adults with active lifestyle
Weekend warriors /
amateur athletes
Working women (use of
heels)

7. Needs, Wants and Demands
of the Primary Target Market
Step #2

8. The “Just Do It!” Culture
Professional sports
Sports Fads
Badminton
Running
Triathlon
Working women
Fashion

9. Competition and Competitive
Position Map
Step #3

10. Competitors
Direct Competitors: LP
Support Insoles
Indirect Competitors:
Rubber Shoes (e.g. Asics,
New Balance)
Variables: Price,
Quality, Customization

11. Battle in the Shoe
Arch Support Insoles
Comfort for the feet
Functional support
Custom-made and
generic fit
For additional
padding
Shock absorption
“One size fits all”

12. Direct Competitor Map
Customization
Price
Orthopaedie
Frey Arch
Support
LP Support
Insoles

13. Direct Competitor Map
Quality
Price
Orthopaedie
Frey Arch
Support
LP Support
Insoles

14. Indirect Competitor Map
Customization
Price
Orthopaedie
Frey Arch
Support
Rubber
Shoes
(e.g. Asics)

15. The Gap, the Opportunity and
the Positioning
Step #4

16. Filling the Gap
Middle priced,
customized arch support
Targeting the
professional and
amateur athletes
Exploring other
applications of arch
support – fashion and
women market for
everyday use

17. What is the size of the market
from the 3 C perspectives
(customer, company and
competition)?
Step #5

18. The Orthotics Playing Field
$200M industry in the Asia-Pacific (2008)
Growing demand for these products due to the following
factors:
Aging populace – osteoarthritis
Obesity
Hobbyist / recreational sports market (just do it)
Orthopaedie Frey grosses P400,000 per month on arch
support alone
Potential growth for the company in the arch support and
orthotics industry given that these devices are not doctor
prescription driven

19. Step #6 – The Product
Customized arch supports
Current Uses: for injury prevention
and improvement of existing problems
(e.g. Plantar fasciitis, Achilles
tendinitis)
Made with quality, safe and durable
materials

20. Step #7 – Promoting the
Product
Personal communication with doctors,
basketball teams and other sports
professionals
Word of mouth among existing clients
Occasional public relations via events
(e.g. Marathons)

21. Step #8 – Pricing the Product
• P3,000 – 4,500 per pair of customized
arch support
• Additional cost – ergonomic footwear
(e.g. rubber shoes cost around P2500
to P5000 per pair)
• Insoles are cheaper (P250-500 per pair)

22. Step #9 – Where to Find the
Product
• Product available in
main offices (Pasig
and Cebu)
• Product is picked up
in the main office
• Possible tie-ups with
sports and shoe
shops for
distribution

23. The Winning Marketing Form
Step #10

24. Summary: Marketing Strategy
Target Market Segments:
Current niche market: Professional athletes
Potential markets for differentiation:
Amateur athletes / weekend warriors
Podiatric patients (e.g. women)
Retain customization specialization
Tie-ups with other complementary institutions (e.g. sports
and shoe shops)
Proposition / Key Element – Market research to explore
other differentiation strategies

25. Maria Margarita A. Mejia
Marketing Management
November 30, 2010
10 Step Marketing Plan
Orthopaedie Frey Far East ,
Incorporated Arch Supports