revitalize rehydration center
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10-Step Marketing PlanTRANSCRIPT
10-Step Marketing Plan
REVITALIZE:A Rehydration Center
ANG, JeffrayCHAVEZ, Jover
CO KEHYENG, Leslie CharmainePAAYAS, Judith
10 January 2011
10 Step Marketing Plan:REVITALIZE
1. Revitalize is for the young and old who are dehydrated and…
2. who want to survive3. can choose to go to emergency rooms and
clinics or self-medicate with oral remedies.4. The gap is the relatively high cost of
supportive care for dehydration.5. The MARKET SIZE is PhP 200 M.
10 Step Marketing Plan:REVITALIZE
6. REVITALIZE rehydration center7. is more affordable8. uses a mix of mass and personal
communication9. is located nationwide10.uses a combination of low cost and
differentiation strategies to succeed
POSITIONING TO THE TARGET MARKET
For the young and old who are dehydrated…
DEMOGRAPHICS All age groups, male and female, across all social classes who are willing to avail of the service
LIFESTYLE People from all walks of life
BEHAVIOR Patients who are concerned with health and immediately seek relief from or cure for ailment
110 Step Marketing Plan:
REVITALIZE
10 Step Marketing PlanREHYDRATION CENTER
to live and survive
2
accessible healthcare
best possible healthcare
Dehydrated patients…
NEED to survive and live
WANT Rehydration Centers because of affordability
easier access specialized healthcare delivery
EXPECT more personalized quality service,adequate facilities
210 Step Marketing Plan:
REVITALIZE
DIRECT COMPETITORS3
10 Step Marketing Plan:REVITALIZE
INDIRECT COMPETITORS
310 Step Marketing Plan:
REVITALIZE
Formidable competitors include
DIRECT Hospital Emergency FacilitiesHealth Centers
INDIRECT Oral Rehydration SaltsOther Electrolyte Drinks
VARIABLES price, availability, convenience, specificity of service, quality of service
310 Step Marketing Plan:
REVITALIZE
REHYDRATION CENTERS
Hospital ERs Health Centers
Cost(Affordability)Availability
Convenience(Accessibility)
Specific Service
Quality of Service
COMPETITIVE POSITION MAPS
310 Step Marketing Plan:
REVITALIZE
a unique mix of
AFFORDABILITYand
HIGH QUALITY
410 Step Marketing Plan:
REVITALIZE
• UN Data:– Market Sales ~ PhP 1 B– UN market share ~ 50%– Private rehydration centers ~ 10%
• Therefore, PhP 1 B * 0.1 = PhP 100 M
Estimated MARKET SIZE is PhP 100 M5
10 Step Marketing Plan:REVITALIZE
• Incidence of Diarrhea x PhP 20
• 603,287 x PhP 500 = PhP 301,642,500
510 Step Marketing Plan:
REVITALIZE
• Competitor Data = PhP 1 B
• Company Data = PhP 100 M
• Usage Data = PhP 301 M
5Estimated MARKET SIZE is PhP 200 M
10 Step Marketing Plan:REVITALIZE
THE MARKETING MIX STRATEGY
610 Step Marketing Plan:
REVITALIZE
Dehydration treatment may be achieved through
• REVITALIZE presents an ideal way of providing health service with affordability, without sacrificing quality.
• Service is individualized.• It follows internationally accepted standards in
treating patients.
610 Step Marketing Plan:
REVITALIZE
• Total Package = PhP 500
• Revitalize is generally priced at a discount compared to its competition.– as much as 10x cheaper than Emergency
Department treatment in the leading private hospitals
710 Step Marketing Plan:
REVITALIZE
• PROMOTION will employ a mix of Mass and Personal Communication.– TV and Radio– Print– Multimedia– Word of Mouth
810 Step Marketing Plan:
REVITALIZE
• REVITALIZE centers are located nationwide.– one in each municipal area– strategic, high-density areas
910 Step Marketing Plan:
REVITALIZE
• REVITALIZE combines the strategies of low-cost producer and differentiation.– generally lower prices– very specialized, excellent service
1010 Step Marketing Plan:
REVITALIZE
SUMMARY
10 Step Marketing Plan:REVITALIZE
1. Revitalize is for the young and old who are dehydrated and…
2. who want to survive3. can choose to go to emergency rooms and
clinics or self-medicate with oral remedies.4. The gap is the relatively high cost of
supportive care for dehydration.5. The MARKET SIZE is PhP 200 M.
10 Step Marketing Plan:REVITALIZE
6. REVITALIZE rehydration center7. is more affordable8. uses a mix of mass and personal
communication9. is located nationwide10.uses a combination of low cost and
differentiation strategies to succeed
10-Step Marketing Plan
REVITALIZE:A Rehydration Center
ANG, JeffrayCHAVEZ, Jover
CO KEHYENG, Leslie CharmainePAAYAS, Judith
10 January 2011