Group Report: Frey 10- Step Marketing Plan (dalman.doromal.dy.mejia.ong)

1. 10
Step
Marke,ng
Plan
Orthopaedie
Frey
Far
East
,
Incorporated
Arch
Supports
Dalman*Dy*Doromal*Mejia*Ong
Marke2ng
Management
January
8,
2011

2. Disclaimer
• All
informa2on
from
this
presenta2on
is
solely
for
classroom
exercise.
• The
author
has
no
professional
connec2on
with
Orthopedic
Frey
• Data
gathered
and
those
projected
may
be
fic2onal

3. What
is
an
ARCH
SUPPORT?
• Ortho2c
appliance
placed
inside
shoes
• Provides
underside
support
for
feet
• Shaped
to
fit
the
arch
of
the
foot

4. Why
the
need
for
ORTHOTICS?
• Accurately
and
precisely
posi2on
the
foot
throughout
the
gait
cycle
• Prescrip2on
fiLed
• Symptom
allevia2on
• Proper
gait
alignment

5. Part
I:
PTM
and
Posi,oning
1. Main
target:
Athletes
2. Who
want
safety
and
comfort
3. Can
choose
from
other
retail
manufactured
products
(i.e.
Dr.
Scholl,
Nike
shoes)
4. Other
brands
focus
on
mass
produc2on
and
providing
comfort
only
5. The
market
size
is
approximately
Php40M
-­‐
Orthopedic
Frey
covering
approximately
Php
400,000

6. Part
II:
Marke,ng
Mix
1. Product:
Orthopedic
Frey
Arch
Supports
2. Price:
Php
3,000
-­‐
5000
per
pair
3. Promo2on:
educa2onal
flyers,
events,
and
company
website
4. Place:
Accessible
office
loca2ons
5. Uses
differen2a2on
technique
to
step
up
above
its
compe2tors

7. PART 1: PTM AND POSITIONING

8. Step
#1
PRIMARY
TARGET
MARKET

9. Who
uses
arch
supports?
Sports
Enthusiasts
&
Hobbyists
Occupa,ons
with
Professional
Prolonged
Athletes
Standing
Feet
Overuse

10. Frey
Primary
Target
Market
• Professional
athletes
of
na2onal
teams
• Daily
training
and
compe22ve
sports
• Requires
comfort
during
and
a^er
ac2vi2es
• Prevent
injury

11. Step
#2
NEEDS,
WANTS
AND
DEMANDS
OF
THE
PRIMARY
TARGET
MARKET

12. The Athlete’s Mind’s Eye
Self-
I am complete when I reach my full
actualization
needs
potential with my game
Esteem needs
People will look up to me
when I perform well
Social needs
Safety needs
I don’t want to be hurt
Physiological needs
Fig. 1: Maslow’s Hierarchy of Needs

13. Step
#3
COMPETITION
AND
COMPETITIVE
POSITION
MAP

14. Compe,tors
• Direct
Compe,tors:
LP
Support
Insoles
• Indirect
Compe,tors:
Rubber
Shoes
(e.g.
Asics,
New
Balance),
Comfort
footwear
(e.g.
Crocs)
• Variables:
Price,
Quality,
Customiza2on

15. BaXle
in
the
Shoe
Arch
Support
Insoles
• Comfort
for
the
feet
• For
addi2onal
• Func2onal
support
padding
• Custom-­‐made
and
• Shock
absorp2on
generic
fit
• “One
size
fits
all”

16. Differen,a,on:
Customizable
and
Price
PRICE/CUSTOMIZABLE
CUSTOMIZABLE
NON-­‐
CUSTOMIZABLE
LOW
PRICE
HIGH
PRICE

17. Step
#4
THE
GAP,
THE
OPPORTUNITY
AND
THE
POSITIONING

18. 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

19. Taking
a
Stand:
Differen,a,on
• Orthopedic
Frey
customizes
arch
supports
to
the
customer’s
foot
type
and
size
that
promotes
their
safety
during
their
ac,vi,es
(i.e.
walking,
running,
basketball)
• Others
focus
only
on
pa2ent’s
comfort
but
may
not
ensure
the
aspects
of
safety
–
specific
for
athletes.

20. Step
#5:
Ortho,cs
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

21. PART 2: MARKETING MIX

22. Step
#6:
Major
Brands
Orthopedic Frey
Dr. Scholl
Branded shoes

23. Step
#6:
The
Product
• Orthopedic
Frey
Arch
Supports
are
customized
to
specific
foot
type
and
size
of
the
user
• Current
Uses:
for
injury
preven2on
and
improvement
of
exis2ng
problems
(e.g.
Plantar
fascii2s,
Achilles
tendini2s)

24. Step
#6:
The
Product
• Technicians
of
these
products
are
trained
in
ortho,cs
and
prosthe,cs.
• All
products
are
hand-­‐craded
using
imported
materials.
• Made
with
quality,
safe
and
durable
materials.

25. Step
#6:
Ordering
the
Product
TECHNICIAN
FABRICATE
MAKE
AN
WILL
ASSESS
CUSTOMER
ARCH
APPOINTMENT
OR
CAST
FOOT
PICK-­‐
UP
SUPPORT
IF
NEEDED

26. Step
#7:
Promo,onal
Ideas
Educational
flyer

27. Step
#7:
Promo,ng
the
Product
• Personal
communica2on
with
doctors,
coaches
of
professional
and
varsity
teams
• Word
of
mouth
among
exis2ng
clients
• Public
rela2ons
efforts
via
events
(e.g.
marathons,
triathlons,
tournaments,
etc.)

28. Step
#7:
Other
Promo,onal
Ideas
• Awareness
campaign
on
the
need
for
customized
arch
support
to
beLer
cure
and
prevent
sports
related
injuries
• Use
of
billboards,
health
magazines,
sports
magazine
print
adver2sements,
flyers,
and
newspapers

29. Step
#7:
Other
Promo,onal
Ideas
• Sponsor
medical
conven2ons,
con2nuing
medical
educa2on,
forums,
round
table
discussions,
and
company
events
• Send
medical
representa2ves
to
introduce
and
explain
the
benefits
of
the
product
• Target
podiatrists,
orthopedic
surgeons
and
rehabilita2on
medicine
specialists

30. Step
#8:
Pricing
the
Product
• P3,000
–
4,500
per
pair
of
customized
arch
support
• Addi2onal
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)

31. 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
fipng
• Cash,
credit
and
bank
deposit
transac2ons

32. Step
#10
THE
WINNING
MARKETING
FORM

33. 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
sa2sfac2on
guarantee

34. SUMMARY

35. Summary:
Marke,ng
Strategy
• Target
Market
Segments:
niche
market
for
athletes
(e.g.
Professional
and
varsity
teams)
• Retain
customiza,on
specializa,on
• The
market
size
is
approximately
Php
40
million
with
Orthopedic
Frey
covering
approximately
Php
400,000
• Proposi2on
/
Key
Element
–
Market
research
to
explore
other
differen2a2on
strategies

36. 10
Step
Marke,ng
Plan
Orthopaedie
Frey
Far
East
,
Incorporated
Arch
Supports
Dalman*Dy*Doromal*Mejia*Ong
Marke2ng
Management
January
8,
2011