ASUNCION, ENATSU, GENEROSO, LEEHOK, REYES

KIDNEY ZEN Revitalizing YOU and your kidneys

10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 st 5 steps PTM and Positioning

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 nd 5 steps Marketing Mix & Strategy

Positioning to the Primary Target Market ,[object Object]

1. Kidney Zen targets dialysis patients who want to be pampered… ,[object Object],[object Object],[object Object]

Gives them esteem , recognition, and pleasure So that they can do more in life Need dialysis treatment

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. Needs, Wants, Expectations

[object Object],[object Object],2. Needs, Wants, Expectations

[object Object],[object Object],[object Object],3a. Kidney Zen has many established competitors

3b. Kidney Zen targets the niche: high price, high quality of service KIDNEY ZEN THE MEDICAL CITY ST. LUKES CARDINAL SANTOS RENAL CARE HEMOTEK Price High Mid Low Quality Service High Good Basic Add- on services   Location Standalone,Greenhills Hospital-based, Pasig Hospital Based, QC Hospital-based, Greenhills Stand alone, QC Operating hours Monday to Sunday 4 shifts Monday to Sat, 3 shifts Monday to Sat, 2 shifts Packages Serenity Bliss SOUL none Re-use package

3b. Kidney Zen covers the niche market, high price and quality with add-on services Hemotek, Renal Care The Medical City, St. Luke’s Kidney Zen : BLISS, SOUL Cardinal Santos Kidney Zen : SERENITY PRICE/SERVICE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price

[object Object],[object Object],[object Object],[object Object],[object Object],4. Kidney Zen positions strong on a niche market opportunity

[object Object],[object Object],[object Object],[object Object],4. Kidney Zen positions strong on a niche market opportunity

[object Object],[object Object],[object Object],[object Object],5a. The Medical City has a P172M market

[object Object],[object Object],[object Object],[object Object],[object Object],5a. Hospital X has a P43M market

[object Object],[object Object],5b. Based on projections, Kidney Zen will cater to 100-200 patients, a P100M market

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5c. Niche market estimation…

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5c. Niche market estimation…

The Marketing Mix Strategy ,[object Object]

6a. Kidney Zen SERENITY BLISS SOUL Dialysis Center

6a. Competitors Hospital X Hemotek

[object Object],6b. Kidney Zen is a premium dialysis center Serenity Bliss Soul

[object Object],[object Object],[object Object],7. Price: Kidney Zen is premium priced and benchmarked against The Medical City

[object Object],[object Object],7. Price: Kidney Zen is premium priced and benchmarked against The Medical City

[object Object],[object Object],8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known Gift Certificates

8. Making Kidney Zen Well-known ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8b. Competitor’s promo: St. Luke’s

8b. Competitor’s promo: The Medical City

8b. Competitor’s promo: Hemotek

8b. Competitor’s promo:Renal Care

[object Object],[object Object],9. Kidney Zen is strategically located at Greenhills area

9. Kidney Zen is strategically located at Greenhills area Wack Wack Village Forest Hills Village Olympic Village San Antonio Village Saint Ignatius Village Rolling Hills Village Lemax Village Cinco Hermanos Village Corinthians Subdivision Greenhills Subdivisions Valle Verde 1-6 Subdivisions Greenmeadows Subdivision

[object Object],[object Object],[object Object],[object Object],[object Object],10. Kidney Zen targets a niche market

Kidney Zen Monitoring ,[object Object],[object Object],[object Object],[object Object]

Kidney Zen Corporate Social Responsibility ,[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],1 st 5 steps PTM and Positioning

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 nd 5 steps Marketing Mix & Strategy

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

ASUNCION, ENATSU, GENEROSO, LEEHOK, REYES

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