revitalize rehydration center

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10-Step Marketing Plan

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  • 1. 10-Step Marketing Plan REVITALIZE: A Rehydration Center ANG, Jeffray CHAVEZ, Jover CO KEHYENG, Leslie Charmaine PAAYAS, Judith 10 January 2011

2. 10 Step Marketing Plan: REVITALIZE 1. Revitalize is for the young and old who are dehydrated and 2. who want to survive 3. 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. 3. 10 Step Marketing Plan: REVITALIZE 6. REVITALIZE rehydration center 7. is more affordable 8. uses a mix of mass and personal communication 9. is located nationwide 10.uses a combination of low cost and differentiation strategies to succeed 4. POSITIONING TO THE TARGET MARKET 5. 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 10 Step Marketing Plan: REVITALIZE 6. 10 Step Marketing Plan REHYDRATION CENTER to live and survive accessible healthcare best possible healthcare 7. 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 10 Step Marketing Plan: REVITALIZE 8. DIRECT COMPETITORS 10 Step Marketing Plan: REVITALIZE 9. INDIRECT COMPETITORS 10 Step Marketing Plan: REVITALIZE 10. Formidable competitors include DIRECT Hospital Emergency Facilities Health Centers INDIRECT Oral Rehydration Salts Other Electrolyte Drinks VARIABLES price, availability, convenience, specificity of service, quality of service 10 Step Marketing Plan: REVITALIZE 11. REHYDRATION CENTERS Hospital ERs Health Centers Cost (Affordability) Availability Convenience (Accessibility) Specific Service Quality of Service COMPETITIVE POSITION MAPS 10 Step Marketing Plan: REVITALIZE 12. a unique mix of AFFORDABILITY and HIGH QUALITY 10 Step Marketing Plan: REVITALIZE 13. 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 M 10 Step Marketing Plan: REVITALIZE 14. Incidence of Diarrhea x PhP 20 603,287 x PhP 500 = PhP 301,642,500 10 Step Marketing Plan: REVITALIZE 15. Competitor Data = PhP 1 B Company Data = PhP 100 M Usage Data = PhP 301 M Estimated MARKET SIZE is PhP 200 M 10 Step Marketing Plan: REVITALIZE 16. THE MARKETING MIX STRATEGY 17. 10 Step Marketing Plan: REVITALIZE Dehydration treatment may be achieved through 18. 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. 10 Step Marketing Plan: REVITALIZE 19. 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 10 Step Marketing Plan: REVITALIZE 20. PROMOTION will employ a mix of Mass and Personal Communication. TV and Radio Print Multimedia Word of Mouth 10 Step Marketing Plan: REVITALIZE 21. REVITALIZE centers are located nationwide. one in each municipal area strategic, high-density areas 10 Step Marketing Plan: REVITALIZE 22. REVITALIZE combines the strategies of low- cost producer and differentiation. generally lower prices very specialized, excellent service 10 Step Marketing Plan: REVITALIZE 23. SUMMARY 24. 10 Step Marketing Plan: REVITALIZE 1. Revitalize is for the young and old who are dehydrated and 2. who want to survive 3. 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. 25. 10 Step Marketing Plan: REVITALIZE 6. REVITALIZE rehydration center 7. is more affordable 8. uses a mix of mass and personal communication 9. is located nationwide 10.uses a combination of low cost and differentiation strategies to succeed 26. 10-Step Marketing Plan REVITALIZE: A Rehydration Center ANG, Jeffray CHAVEZ, Jover CO KEHYENG, Leslie Charmaine PAAYAS, Judith 10 January 2011