1. Kidney Zen is a dialysis center that offers added services like spa treatments, entertainment, and gourmet food alongside dialysis to attract patients who want more than just medical treatment. 2. It will target the niche market of higher income dialysis patients in San Juan, Pasig, and Quezon City who want premium services. 3. Kidney Zen's marketing strategy involves premium packages and pricing benchmarked to top hospitals while promoting through ads, events and word of mouth to position itself as the only center that offers this added level of service outside a hospital setting.

1. KIDNEY ZEN Revitalizing YOU and your kidneys

2. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010

7. Gives them esteem and pleasure So that they can do more in life Need Dialysis treatment

11. 3.b Kidney Zen targets the niche: high price, high quality of service Kidney Zen The Medical City St. Lukes Renal Care Hemotek Price High High High Low Low Quality Service High High High Basic Basic Add- on services      Location Standalone- Greenhills Hospital-based, Pasig Hostpital Based, QC Stand alone, QC Standalone, QC Operating hours Monday to Sunday 3 shifts Monday to Sat, 3 shifts Monday to Sat, 3 shifts Monday to Sat, 2 shifts Monday to Sat, 2 shifts packages Wellness package, Fun package, Feast package none none Re-use package Re-use package

12. 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 : WELLNESS/FEAST Package Kidney Zen : FUN Package PRICE/SERVICE MATRIX Basic Service High Quality Service Add on services Premium price Mid price Low price

21. 6.a. Kidney Zen SERENITY BLISS SOUL Dialysis Center

22. 6a. Competitors Hospital X Hemotek

28. 8. Making Kidney Zen Well-known

29. 8. Making Kidney Zen Well-known

30. 8b. Competitor’s promo: St. Luke’s

31. 8b. Competitor’s promo: The Medical City

32. 8b. Competitor’s promo: Hemotek

33. 8b. Competitor’s promo:Renal Care

35. 9. Kidney Zen is strategically located at Greenhills area

36. 9. Kidney Zen is strategically located at Greenhills area

38. Summary

41. 10 Step Marketing Plan for Asuncion, Enatsu, Generoso, Lee Hok, Reyes Ateneo Graduate School of Business January 2010

42. KIDNEY ZEN Revitalizing YOU and your kidneys