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10 step marketing plan tmc dac
1. 10 Step
Marketing Plan for The Medical
City: Derma and Aesthetic Center
Jose Eduardo D. Legarda
November 30, 2010
Tuesday, November 30, 2010
2. Primary Target Market:
Value Beauty & Aesthetics
• Demographics (13 years old and above, M/F,
social class AB)
• Lifestyle (studying, working, has “made-it”)
• Behavior (what is beauty, sexy,“in”)
Tuesday, November 30, 2010
3. Need,Wants, Demand
• Individuals need to belong, raise self-
esteem, self-actualization
• Individuals choose TMC: Derma and
Aesthetics for its doctors, technology,
security, and health
• Feel that they are PARTNERS
Tuesday, November 30, 2010
4. Competition
• Direct: St. Luke’s Dermatology and
Aesthetics Center, Asian Hospital’s
Cosmetic Surgery, Belo, Calayan, others
• Indirect: Beauty Products, Gyms, Spa’s
• Variables: Price, Equipment, Doctors,
Availability, Security, Brand
Tuesday, November 30, 2010
7. Market Niche
• TMC Derma and Aesthetic Center offers
patients to have an active role
• to be PARTNERS
Tuesday, November 30, 2010
8. Market Share
• The estimated market share of Belo is
roughly 50%
• Calayan’s 30%
• The remaining is divided by the many
smaller groups,
• ...TMC Market Share 1-3%
Tuesday, November 30, 2010
10. The Medical City
• The Medical City is a tertiary care hospital
• who’s philosophy revolves addressing the
entire continuum of health needs, patient as
equal, informed and empowered partner in
pursuit and preservation of health
• JCI accredited
Tuesday, November 30, 2010
11. • Offers a wide range of Dermatologic and
Aesthetic Services, equipped with one of
the latest technology, handled and cared by
a skilled team of doctors and nurses
Tuesday, November 30, 2010
12. Price
• Laser Therapy Underarm
• 1 session - Php2565
• 5 session - Php 12310
TMC priced its laser therapy based on the number
of session, at 5 session it’s 70% more expensive
than Belo’s. It is 50% less than Calayan’s hair
removal package (not priced by # of sessions)
Tuesday, November 30, 2010
13. Promo
• As one of the services provided by The
Medical City, it relies heavily on the Brand
of The Medical City
• Multimedia promotions are played within
hospital premises
• Power of the walking-talking advertisement:
Word of Mouth
Tuesday, November 30, 2010
14. Place
• Center for Wellness and Aesthetics, 6th
floor Podium Building,The Medical City.
Tuesday, November 30, 2010
