Dalman*Dy*Doromal*Mejia*OngMarketing Management

January 8, 2011

10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated Arch

Supports

Disclaimer

• All information from this presentation is solely for classroom exercise.

• The author has no professional connection with Orthopedic Frey

• Data gathered and those projected may be fictional

What is an ARCH SUPPORT?• Orthotic

appliance placed inside shoes

• Provides underside support for feet

• Shaped to fit the arch of the foot

Why the need for ORTHOTICS?

• Accurately and precisely position the foot throughout the gait cycle

• Prescription fitted• Symptom alleviation• Proper gait alignment

Part I: PTM and Positioning1. Main target: Athletes2. Who want safety and comfort3. Can choose from other retail

manufactured products (i.e. Dr. Scholl, Nike shoes)

4. Other brands focus on mass production and providing comfort only

5. The market size is approximately Php40M - Orthopedic Frey covering approximately Php 400,000

Part II: Marketing Mix 1. Product: Orthopedic Frey Arch Supports2. Price: Php 3,000 - 5000 per pair3. Promotion: educational flyers, events, and

company website 4. Place: Accessible office locations5. Uses differentiation technique to step up

above its competitors

PART 1: PTM AND POSITIONING

PRIMARY TARGET MARKETStep #1

Who uses arch supports?

Frey Primary Target Market

• Professional athletes of national teams• Daily training and competitive sports• Requires comfort during and after

activities• Prevent injury

NEEDS, WANTS AND DEMANDS OF THE PRIMARY TARGET MARKET

Step #2

Self-actualization

needs

Esteem needs

Social needs

Safety needs

Physiological needs

Fig. 1: Maslow’s Hierarchy of Needs

I don’t want to be hurt

People will look up to me when I perform well

I am complete when I reach my full potential with my game

The Athlete’s Mind’s Eye

COMPETITION AND COMPETITIVE POSITION MAP

Step #3

Competitors• Direct Competitors: LP

Support Insoles

• Indirect Competitors: Rubber Shoes (e.g. Asics, New Balance), Comfort footwear (e.g. Crocs)

• Variables: Price, Quality, Customization

Battle in the ShoeArch Support Insoles• Comfort for the feet• Functional support• Custom-made and

generic fit

• For additional padding

• Shock absorption• “One size fits all”

Differentiation: Customizable and Price

PRICE/CUSTOMIZABLE CUSTOMIZABLE NON- CUSTOMIZABLE

LOW PRICE

HIGH PRICE

THE GAP, THE OPPORTUNITY AND THE POSITIONING

Step #4

Filling the Gap• Customizable to any foot type

• Internal contacts with sports teams (e.g. professionals, varsity teams, etc.)

• Technical know-how to educate on the necessity of arch supports

• Good quality materials

• Available repair

Taking a Stand: Differentiation

• Orthopedic Frey customizes arch supports to the customer’s foot type and size that promotes their safety during their activities (i.e. walking, running, basketball)

• Others focus only on patient’s comfort but may not ensure the aspects of safety – specific for athletes.

Step #5: Orthotics Playing Field

• $200M industry in the Asia-Pacific (2008)• Claimed market share: 1% of all possible

customers• Monthly sales: Php 400,000 (60% of sales)• Approximated local market size

is 400,000/0.01 = Php 40 million

PART 2: MARKETING

MIX

Step #6: Major BrandsOrthopedic Frey

Branded shoes

Dr. Scholl

• Orthopedic Frey Arch Supports are customized to specific foot type and size of the user

• Current Uses: for injury prevention and improvement of existing problems (e.g. Plantar fasciitis, Achilles tendinitis)

Step #6: The Product

• Technicians of these products are trained in orthotics and prosthetics.

• All products are hand-crafted using imported materials.

• Made with quality, safe and durable materials.

Step #6: The Product

Step #6: Ordering the Product

MAKE AN APPOINTMENT

TECHNICIAN WILL ASSESS

OR CAST FOOT IF NEEDED

FABRICATE ARCH

SUPPORT

CUSTOMER PICK- UP

Step #7: Promotional Ideas

Educational flyer

Step #7: Promoting the Product

• Personal communication with doctors, coaches of professional and varsity teams

• Word of mouth among existing clients

• Public relations efforts via events (e.g. marathons, triathlons, tournaments, etc.)

• Awareness campaign on the need for customized arch support to better cure and prevent sports related injuries

• Use of billboards, health magazines, sports magazine print advertisements, flyers, and newspapers

Step #7: Other Promotional Ideas

• Sponsor medical conventions, continuing medical education, forums, round table discussions, and company events

• Send medical representatives to introduce and explain the benefits of the product

• Target podiatrists, orthopedic surgeons and rehabilitation medicine specialists

Step #7: Other Promotional Ideas

Step #8: Pricing the Product

• P3,000 – 4,500 per pair of customized arch support

• Additional cost – ergonomic footwear (e.g. rubber shoes cost around P2500 to P5000 per pair)

• Insoles are cheaper (P250-500 per pair) and more readily available (e.g. Malls)

Step #9: Where to Find the Product

• Product available in main offices (Pasig and Cebu)

• Product is picked up in the main office• Requires at least 2 visits: measuring

and fitting• Cash, credit and bank deposit

transactions

THE WINNING MARKETING FORMStep #10

Step #10: Winning Strategy• Orthopedic Frey’s main strategy for its arch

support would be differentiation, because of its customized comfort aspect

• It can target the niche market of athletes for their safety in their sports

• It has an excellent product with user satisfaction guarantee

SUMMARY

Summary: Marketing Strategy

• Target Market Segments: niche market for athletes (e.g. Professional and varsity teams)

• Retain customization specialization• The market size is approximately Php 40

million with Orthopedic Frey covering approximately Php 400,000

• Proposition / Key Element – Market research to explore other differentiation strategies

Dalman*Dy*Doromal*Mejia*OngMarketing Management

January 8, 2011

10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated

Arch Supports