Marketing plan

1
10 Step Marketing Plan
for Compeds
(TMC community pediatrics)
Carla A. Azucena
Ateneo School of Medicine and Public Health

5 steps for Part 1 (PTM and
Positioning)
1. Compeds’ PTM are parents of pediatric
patients
2. Who want to feel secure, health-wise and
financially
3. Can choose to go to barangay health
centers
4. Gap is all other places offering pediatric
patient care
5. The pediatric population in the Philippines
comprises 45% of 99 M.

5 Steps for Part 2
(Marketing Mix & Strategy)
1. Pediatric clinic which offers basic OPD
services
2. Services are free of charge
3. Uses word of mouth and proximity
4. Pinagbuhatan, Pasig City
5. Extends to the patient’s home
environment (i.e. home visits)

Positioning to the Primary
Target Marget
Part 1: Steps 1 to 5

1. My primary target market
(PTM) is…
 Demographics (parents of pediatric patients,
30-40s M/F, social class DEF)
 Lifestyle (working with minimum salary, has
many children (>3), concerned with their
children’s health, encounters pediatric-
specific illnesses >3x/year)
 Behavior (well-baby check up every month,
OPD consult when ill but with good follow-up)

2. My PTM’s NWE
Needs from Maslow’s hierarchy
Wants determine choice
Expectations from the product

2. My PTM’s NWE
Self actualization and security is achieved
With the health of my family
Financial safety through
prevention of illness

2. My PTM’s NWE
Parents need
To assure the safety of their children, keep them
healthy, to have someone to take care of them
when they get older, self actualization
Parents choose to bring their children at the
community clinic and not in other health care
centers because of …
Convenience, absence of service fees, good
services offered, brand; CLERKS from ATENEO

2. My PTM’s NWE
Parents expect this when they go to Compeds
Healthier children, assurance regarding health
concerns, more confidence in their
children’s health especially during
epidemic seasons, financial security

3. Direct and indirect products
that address my PTM’s NWE
 List of competitors products/brands
 Determine the variables that affect
choice of product, brand

3a. Compeds has a number of
competitors
 Direct: Barangay health centers, Charity
clinics, Tertiary hospitals (PCGH)
 Indirect: Albularyo, hilot, neighbor/relative’s
advise
 Variables: priorities, convenience, “suki”
system, availability, satisfaction with services

3b. Competitive Position Map
 Determine the 2 most critical variables
 Make a position map plotting the different
competitiors

3b. Competitive Position Map
1. Price vs. # of services offered

4. Identify the gap between
customers and competition
 Where is the market opportunity?
 What NWEs are not being addressed?
 What can be the unique selling proposition for
the new product (totally new or repositioned.)

4. Compeds positions strongly in
a niche market opportunity
It is the only pediatric clinic
 That provides OPD services and consult for
pedia patients
 That offers home follow-up
 Family medicine counselling
 That is part of and as dynamic as the
community

5. Estimate the market size using
competitor data
The pediatric population in the Philippines
comprises 45% of 99 M.

6. Product Description
Compeds clinic is open at 9-12 am and serves
as an outpatient department for pediatric
patients.
It has projects such as medical and dental
assessment and control of communicable
diseases

7. Price– services are free
The pediatric clinic only asks for donations from
patients, rather than fees

8. Promo
Promotion of the clinic will be done primarily by
word of mouth and personal selling
Other means will be through:
 Advertising (posters, flyers) services and capable
doctors
 Direct marketing through home visits

5 Steps Part 1 (PTM and
Positioning)
1. Compeds PTM are the parents of
pediatric patients in Pinagbuhatan
village

8b. Competitor Promo
Competitors often employ word of mouth and
per relative/neighbors’ advise
Regular home visits for follow-ups and family
medicine counseling makes the clinic known
in the community. Visual aids also allows it to
be remembered.

9. Place
 Where is the product available?
 Only in Pinagbuhatan Village, Pasig city
 Residents of the neighboring villages may also
avail of the pediatric services

10. What is the generic winning
strategy?
 Compeds’ main strategy is to dominate the
niche market of parents, 30-40 years old with
pediatric children
 Providing services to the residents of
Pinagbuhatan village and residents of
neighboring villages

Marketing plan

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