MALASIQUI 10 STEP MARKETING PLAN

10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

PRIMARY TARGET MARKET ,[object Object],[object Object],[object Object],[object Object],[object Object]

NEEDS, WANTS & EXPECTATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]

COMPETITORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

COMPETITORS ,[object Object],[object Object],[object Object],[object Object],[object Object]

OPPORTUNITY ,[object Object],[object Object]

MARKET SIZE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MARKET SIZE ,[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

PRODUCT ,[object Object],[object Object],[object Object],[object Object],[object Object]

PRODUCT ,[object Object],[object Object],[object Object],[object Object]

PROMO ,[object Object],[object Object]

PROMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PLACE ,[object Object],[object Object],[object Object],[object Object]

WINNING STRATEGY ,[object Object],[object Object],[object Object]

Positioning to Primary Target Market Part 1: Steps 1 to 5

DOCTORS & PATIENTS ARE UPH-DJGTH PTM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PHILIPPINE DEMOGRAPHY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

I want to be healthy. I am more confident in going to the hospital.

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object]

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3a. UPH-DJGTH has many formidable competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3b. Competitive Position Map ,[object Object]

UPH-DJGT HOSPITAL is #1 in Niche: Mid-priced Services vs. Hospital Level UPH DJGTH MMH ERH VILLAFLOR TRAUMA BDH Price vs. Level of Hospital LEVEL 1 LEVEL 2 LEVEL 3 High- price Low- Price

4. UPH-DJGTH positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]

5a. Estimate the market size using competitor data ,[object Object],[object Object]

5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH

6b. Product Description ,[object Object],[object Object],[object Object]

7. PRICE- UPHDJGTH is 30% premium priced in affordable packages ,[object Object],[object Object],[object Object]

8a. PROMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8a. PROMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8b. Competitor promo ,[object Object]

9. UPH-DJGTMC is available in Northern, Central & Southern Luzon ,[object Object],[object Object],[object Object]

10. UPH-DJGTH is a niche leader ,[object Object],[object Object]

PTM & POSITIONING ,[object Object],[object Object],[object Object],[object Object],[object Object]

MARKETING MIX & STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object]

MALASIQUI 10 STEP MARKETING PLAN

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MALASIQUI 10 STEP MARKETING PLAN