1O STEPMarketing Plan forPediatric Rehydration Center

Judith T. Paayas30 November 2010

Positioning to the Primary Target Market

1. My primary target market (PTM)…

• Demographics (parents of pediatric patients aged 0-18 years old suffering from diarrhea and vomiting, M/F, middle to high social strata)

• Lifestyle (parents who personally take care of their children when they are sick)

• Behavior (parents who immediately bring their children to the hospital at the first sign of illness)

2. My PTM’s NWE

• Parents of sick pediatric patients need– To be able to help their children get better

physiologically, to secure their children’s health safety, to love their family

• Parents choose to go to Rehydration Centers– Because of the immediate attention to their

children’s symptoms and resolution of it• Parents expect their children to be well again

after being treated at Rehydration Centers

2. My PTM’s NWE

• Direct: Clinics, Hospital ERs• Indirect: Gatorade, Home remedies• Variables: Price, convenience of use,

availability, accessibility, reputation

3a. Direct and indirect products that address my PTM’s NWEMy PTM’s NWE

3b. Competitive Position Map

REHYDRATION CENTERS

Clinics Hospital ERs

Gatorade Home remedies

Relatively less costlyVery convenientAvailable

Accessible

Dependable reputation

• Rehydration centers are the only facilities– that give immediate relief to pediatric diarrhea

and dehydration– that are less costly than other medical institutions– and are still medically managed by doctors and

nurses• No brand offers the same focused service• Other brands focus on just providing hydration

and not on stopping diarrhea which causes dehydration

4. Identify the gap between customers and competition

• Author’s note: none yet

5a. Estimate the market size using competitor data

• Author’s note: none yet

5b. Estimate the market size using company data

• Author’s note: none yet

5c. Estimate the market size using customer data

6a. Photo of product category

6a. Rehydration category is dominated by these major brands…

• Rehydration centers is a small-scale pediatric Emergency Room-like facility that offers services focused on– Relieving diarrhea– Rehydrating dehydrated patients

• Medical management/service is provided by trained pediatricians (about 2) and nurses

• It also has a proper referral system for certain co-morbidities that require a hospital facility

6b. Product description

• Author’s note: no data yet

7. Price – Rehydration Centers are less costly than going to the ER

• Advertising on health magazines and family/parenting-oriented magazines, such as– Good housekeeping– Good parenting– Health magazine– And others

• Advertising on websites that are commonly visited by parents

8a. Promo

8b. Competitor Promo

• Rehydration centers are near residential areas– Near villages, majority a residential hub, near

residential condominiums and apartments– In Pasig City only– Services are offered in centers itself

9. Place

• Low cost producer• Supply and distribution leverage• Differentiation• Niche

10. What is the generic winning strategy?