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MALASIQUI 10 STEP MARKETING PLAN

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Anna Sofia Victoria S. Fajardo, MD, MBAH, DPCOM
Anna Sofia Victoria S. Fajardo, MD, MBAH, DPCOM
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10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com
5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]
PRIMARY TARGET MARKET ,[object Object],[object Object],[object Object],[object Object],[object Object]
NEEDS, WANTS & EXPECTATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
COMPETITORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
COMPETITORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
COMPETITORS ,[object Object],[object Object],[object Object],[object Object],[object Object]
COMPETITORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OPPORTUNITY ,[object Object],[object Object]
MARKET SIZE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SIZE ,[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]
PRODUCT ,[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT ,[object Object],[object Object],[object Object],[object Object]
PRICE ,[object Object]
PROMO ,[object Object],[object Object]
PROMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PLACE ,[object Object],[object Object],[object Object],[object Object]
PLACE ,[object Object],[object Object],[object Object],[object Object]
WINNING STRATEGY ,[object Object],[object Object],[object Object]
Positioning to Primary Target Market Part 1: Steps 1 to 5
DOCTORS & PATIENTS ARE UPH-DJGTH PTM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PHILIPPINE DEMOGRAPHY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
I want to be healthy. I am more confident in going to the hospital.
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3a. UPH-DJGTH has many formidable competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3b. Competitive Position Map ,[object Object]
UPH-DJGT HOSPITAL is #1 in Niche: Mid-priced Services vs. Hospital Level UPH DJGTH MMH ERH VILLAFLOR TRAUMA BDH Price vs. Level of Hospital LEVEL 1 LEVEL 2 LEVEL 3 High- price Low- Price
4. UPH-DJGTH positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]
4. UPH-DJGTH positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]
5a. Estimate the market size using competitor data ,[object Object],[object Object]
5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object]
5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object]
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH
6b. Product Description ,[object Object],[object Object],[object Object]
7. PRICE- UPHDJGTH is 30% premium priced in affordable packages ,[object Object],[object Object],[object Object]
8a. PROMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8a. PROMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8b. Competitor promo ,[object Object]
9. UPH-DJGTMC is available in Northern, Central & Southern Luzon ,[object Object],[object Object],[object Object]
MALASIQUI
10. UPH-DJGTH is a niche leader ,[object Object],[object Object]
SUMMARY
PTM & POSITIONING ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKETING MIX & STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object]
10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com

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MALASIQUI 10 STEP MARKETING PLAN

  • 1. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com
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  • 22. Positioning to Primary Target Market Part 1: Steps 1 to 5
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  • 26. I want to be healthy. I am more confident in going to the hospital.
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  • 32. UPH-DJGT HOSPITAL is #1 in Niche: Mid-priced Services vs. Hospital Level UPH DJGTH MMH ERH VILLAFLOR TRAUMA BDH Price vs. Level of Hospital LEVEL 1 LEVEL 2 LEVEL 3 High- price Low- Price
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  • 38. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 39. 6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH
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  • 51. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com