1. Christina C. Cabrera January 2011 10 Step Marketing Plan forBody Lite of the Belo Medical Group ASM+PH
2.
3. 5 Steps for Part 1PTM and Positioning PTM are “women who are winners” Who would like to be adored by their partners and the general public They can choose to go to CalayanSurgicenter, Marie France, Hospital based wellness centers, or even go to the gym. Gap lies in the fact that most brands do not associate themselves with what id CURRENT. Market size is big and Belo’s
4. 5 steps for part 2(Marketing mix and strategy) Product: Bodylite by the Belo Medical Group Price: High-end of the price spectrum Promo: Uses billboards, print ad, and TV Place: Services available in all Belo Clinics Generic winning strategy of mix: Uses niche approach to win
6. PTM: “women who are winners” Demographics: 25 – 50, Females, AB social class, currently or previously in a relationship They can be working or just a stay at home partner, but they value people’s opinion of them Behavior: they spend a lot and invest in themselves
7. PTM’s NWE I want recognition, and sense of achievement I want love and belongingness
8. PTM’s NWE They need to feel that they are loved (love and belongingness) and they need to feel recognized They choose Belo Medical Group because of the brand, expertise They expect good outcome that will eventually help them in getting their needs, despite high cost
9. 3a. Competitors Direct: CalayanSurgicenter, Marie France, TMC Wellness Center Indirect: Gyms, Diet Variables: Price, Facilies, Sevices, Affiliated doctors
10. Position map (price vs. age)Belo Medical Group’s Body Lite is big on the 25 – 49 yrs, high priced sercvice Belo Calayan Calayan Calayan Belo Belo TMC wellness Gym Gym Gym
11. Step 4- What is the gap, the opportunity and how will you position your product The marketing opportunity lies in the need for a a surgica/aesthetic that offers not only offer quality services but it also gives people a sense of recognition There is need to be recognized; associated with the best—and eventually be the best, be the winner Others focus on basic services and does not offer the chic recognition
12. Step 5: the 3 C perspectives Customer No statistics discussed in poster Company Belo Medical Group has several branches, but only the telephone number was shown in the ad Competition Based on ad placing, main competition are: Calayan and Marie France
14. Product Description Body Lite (by The Belo Medical Group) It will make you beautiful, like Jinkee.
15. Price No price indicated High-end price, suggested by choice of model and placing of ad (expensive Makati area)
16. Promo Get the most current personalities to model Know what is “in” for the AB market Place ads where people with money can see it Rockwell area
17. Competitor promo Ads located in the same area Guadalupe, Makati Models are celebrities too but not as “in” as the Belo Models
18. Location Location of the ad: Makati Location of Belo Medical Clinics not indicated but a telephone number is placed. This is more practical since it is hard to read small texts in billboard ads Clinics are placed in key cities, not indicated in billboard
19. Belo uses a Niche strategy to win focuses effort and resources on a narrow, defined segment of a market AB market in key cities Competitive advantage is generated specifically for the niche
21. 5 Steps for Part 1PTM and Positioning PTM are “women who are winners” Who would like to be adored by their partners and the general public They can choose to go to CalayanSurgicenter, Marie France, Hospital based wellness centers, or even go to the gym. Gap lies in the fact that most brands do not associate themselves with what id CURRENT. Market size is big and Belo’s
22. 5 steps for part 2(Marketing mix and strategy) Product: Bodylite by the Belo Medical Group Price: High-end of the price spectrum Promo: Uses billboards, print ad, and TV Place: Services available in all Belo Clinics Generic winning strategy of mix: Uses niche approach to win
23. Christina C. Cabrera January 2011 10 Step Marketing Plan forBody Lite of the Belo Medical Group ASM+PH
