10 step-service-product-marketing-plan-abad,imperial,uy r,valencia

10 STEP Marketing Plan: The Medical City Emergency Department Abad Imperial Uy, R. Valencia

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.Close-up primary target market (PTM) are class ABC patients ,[object Object],[object Object],[object Object]

I need to get better I deserve to have a quality Emergency treatment Confidentiality I am a patient-partner I need to be treated with respect

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object]

3a. TMC-ER has competitors with the same niche market and relative proximity ,[object Object],[object Object],[object Object]

TMC-ER is highly competitive in the high-price, high-quality health services St. Lukes Price vs. Service TMC-ER Cardinal Santos Makati Med Public Hospitals Price vs Location Low-quality service Mid-quality service High-quality service High Price Low Price

TMC-ER’s unique positioning is shown in this competitive map Positioning vs. Brand Matrix

4. TMC-ER positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]

5a. Market Size ,[object Object],[object Object],[object Object],[object Object],[object Object]

5a. Market Size ,[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

Product category ,[object Object]

Product category ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Competitors ,[object Object],[object Object],[object Object]

Product Competitors ,[object Object],[object Object]

7. Price TMC pricing is almost the same as St. Luke’s Medical Center but it is 12% higher compared to Cardinal Santos Medical Center. Hospital Price TMC-ER 980 SLMC 1000 MMC 1030 CSMC 814

9. Place ,[object Object],[object Object]

Generic winning strategy ,[object Object],[object Object],[object Object],[object Object]

TMC-ER is a niche leader ,[object Object],[object Object]

Step 10 – TMC Winning Strategy ,[object Object],[object Object],[object Object]

Step 10 – TMC Winning Strategy ,[object Object],[object Object]

10 STEP Marketing Plan: The Medical City Emergency Department Raymonde C. Uy November, 2010

10 step-service-product-marketing-plan-abad,imperial,uy r,valencia

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