Shimizu 10 step marketing plan

10 STEP
Marketing Plan for
911 LANGUAGE

Daiki “Derek” Shimizu
July 2012

www.daiki-shimizu.blogspot.com 1

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
www.daiki-shimizu.blogspot.com

Steps 1 to 5
911 customers are students
1. 911 aims customers based on…
2. Students’ needs, wants & demands
3. 911 compete with…
4. Gap exists between customers and
competition
5. Market size in pesos based on
different sources


Steps 6 to 10

See 911 marketing mix &
strategy

1. 911 makes a friendly environment for
students
2. Course fee
3. 911 Promo
4. Students can enjoy 911 service only
5. The school is using winning strategies


1. 911 aims customers based
on

 From 16 – 40 years old, male and female,
Korean.
 They study English. They use English at work.
 For students and workers, when they have
long holidays, they come to the Philippines.
University students stay for 1 month. Workers
stay for 1 week.


Students’ needs

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

6

2. Students’ needs, wants
& demands
Needs: Esteem Needs (Recognition, Status,
fame or glory, prestige, and attention, self-
respect, the need for strength, competence,
mastery, self-confidence, independence and
freedom)

Wants: Improvement, the number of teachers
and students, conducive environment for
study,
Demands: Proven curriculum, reliable support,
affordable, well-equipped facilities.


3a. 911 compete with
 Direct,: Berlitz, CNN, universities, EIEN
LANGUAGE, C21, JJ, Global Standard
 Indirect: Rarejob, E communication, BBT,
KEYEYE
 Variables: Price, place, the number of
teachers and students, environment for
study, past results


3b. Competitive position map
for English course
as of 2012
Price vs. Age Matrix
Price/ Age 0-16 yrs 16-35 yrs 35-60 yrs 60yrs up

Matrix
TOEIC (MM)
High price TOEFL (MM)
IEFLTS (MM)

English for travel (MM)
Low Price
Group
MM: man to man class


as of 2012
3b.A benefit positioning vs.
course map for English
Benefit Positioning vs. Brand Matrix

En glis h
fo r Trave l I
ELTS TOEFL TOEIC
Fu nc t io n al Be ne fit Gro u p (MM) (MM) (MM) (MM)
I
mpro ve s a c a de mic En glis h
En jo ys t ra ve lin g
Ge t s pro mo t io n
Make s frie n ds
I
mpro ve s Bu s in e s s Englis h
Ac h ie ve re quire me nt s
Le a rns fro m diffe re n t o pinio ns
Fo c ue s o n we a kn e s s e s
Sa ve s mo n e y


4. Gap exists between
customers and competition

We can find opportunities where competitors cannot start easily
such as professional business course, kids with parents,
different target markets.

They are not addressing proven curriculum, giving students visible
or imaginable improvement after finishing courses.

They can start unique selling propositions. For example:
Business course: this needs highly competent teachers.
They have assurance: if students cannot reach at least 800 score
in TOEIC in 3 months, the school will compensate for the class
fees students are going to take.


5a. Market size in pesos
based on competitor data is
1. Competitor data= Other
educational
Education (100%)=P98.5 billion schools
2%
Training college
6%
High school
Other educational schools(2%) 42%

=P2billion Elementary
17%

University
33%

Source: “2008 Annual Survey of Philippine Business and Industry”


5b. Market size in pesos
based on company data and
competitor data is
Kumon 911
Market share: 11% Market share:
11%÷70=0.16%
Revenue: P350M Revenue: P5M

P5M ÷ 0.0016=P3.1B

Actual size = P2 billion

6a. 911 makes friendly
environment for students.


6a. The direct competitors of
911 are

direct competitor indirect competitor


6a. The indirect competitors
of 911 are


6b. 911 provides

Man to man course:
Students can study with teachers at their
comfortable pace. Teachers can design
a class based on what students would
like to improve, what weaknesses
students have, what purposes they
have.


7. Course fee

General Course (6 hours a day)

ACE
General Course 911 JJ EIEN power
WORLD
course A: MM + Listening +
MM(2h)+ 21,500 22,000 56,000 36000
Speaking
course B: MM + Listening +
Group Classes 21,500 22,000 56,000 36000
Writing
course A: MM + Writing +
(4h) 21,500 22,000 56,000 36000
Speaking
MM(4h)+ course A: MM + MM + Listening 25,000 26,000 56,000 36000

Group Classes course B: MM + MM + Writing 25,000 26,000 56,000 36000

(2h) course A: MM + MM + Speaking 25,000 26,000 56,000 36000

MM: Man to man


8a. For advertising, 911
uses


8a. 911 is promoting


8b. Competitors are
promoting


9. This service is available
at
 the school


10. The school is using
winning strategies below.

 Low Cost Producer
 Differentiation
 Niche


SUMMARY


Steps 1 to 5
911 customers are students
1. 911 aims customers based on
2. Students’ needs, wants & demands
3. 911 compete with
4. Gap exists between customers and
competition
5. Market size in pesos based on
different sources


10 STEP
Marketing Plan for
911 LANGUAGE

Daiki “Derek” Shimizu
July 2012


Shimizu 10 step marketing plan

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