V49 10stepmarketingplan erwin isla_062410

10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010

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

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.Minimal invasive surgery’s primary target market (PTM) are middle to old aged men and women who have mid-face aesthetic needs ,[object Object],[object Object],[object Object]

I want to be noticed and appreciated I am complete when I’m confident and I feel good about myself I feel confident and important when people notice me

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

3a. Minimal invasive surgery has many formidable competitors ,[object Object],[object Object],[object Object]

3b. Competitive Position Map ,[object Object],[object Object]

Surgery is prominent in middle to old aged groups Minimal invasive procedures Premium Non-invasive products Low-cost non-invasive products Price vs. Age Matrix Price/ Age Matrix 24-34 yrs 35-44 yrs 45-54 yrs 55yrs up High price Low Price

Surgery’s unique positioning is shown in this competitive map Competitors do not actually meet client’s expectations Positioning vs. Brand Matrix

4. Surgery positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object]

5a. Based on an article, patients trend is 40% cosmeceuticals and 60% surgery SOURCE: http://www.skinandaging.com/article/1804

5b. Based on US data, surgery shares 60% of the cosmetics market ,[object Object],[object Object],[object Object]

5c. Consumer data indicates a size of P 240 billion ,[object Object],[object Object],[object Object]

5. Concluded that cosmetic market range from Php60 billion to php240 billion ,[object Object],[object Object],[object Object],Use instinct and best business judgment to finalize market size

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Procedures, services & products for mid-face aesthetic needs ,[object Object]

6b. Product Description ,[object Object],[object Object],[object Object],[object Object],[object Object]

7. Pricing for minimal invasive surgery is socialized ,[object Object],[object Object],[object Object],[object Object],[object Object]

8a. Promo ,[object Object],[object Object],[object Object],[object Object],[object Object]

8b. Competitor promo ,[object Object],[object Object]

8b. Competitor promo ,[object Object]

9. Surgical procedures may be performed in 3 medical centers ,[object Object],[object Object],[object Object]

10. Minimal invasive surgery harps on differentiation ,[object Object],[object Object],[object Object],[object Object]

V49 10stepmarketingplan erwin isla_062410

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