1. 1
10 STEP
Marketing Plan for
R3 Rehydration Center:
Rehydrate-Replenish-Rejuvinate
Jeffray Marc D. Ang
November 2010
2. 5 Steps for Part 1
(PTM and Positioning)
1. Rehydration Centers: Hydrating the
Dehydrated both young and old
2. Who wants to live and survive
3. Can choose Hospital Care, etc.
4. Gap is the lack of providing easy
access and decentralization of the
service
5. The market size accounts for the
whole Philippine population.
3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Rehydration Center
7. Is affordable and available
8. Uses up-to-date facilities that
makes you feel like you are
home and comfortable
9. Is located nationwide
10. Uses a niche approach to win
5. 1. R3 Rehydration Center
primary target market (PTM)
are the dehydrated ones
Demographics (1 mo. - 90 yrs, M/F,
social class ABCD, single)
Lifestyle (newborn, infant, studying,
sporty, farmers in barrios or rural areas,
fishermen, poultry)
Behavior (ORS 1 sachet or pack, once a
day, diarrheic episodes, dehydrated
condition)
6. I want to live
want to survive and fight
this disease or state
7. 2. My PTM’s NWE
Everyone needs
To live (physiologic), Food, Water, Shelter
Everyone chooses Rehydration Centers over other
Health Care Services because of …
Accessibility or easy access, affordability or relatively
cheap, necessity, informative, comfort, assurance
Everyone expects this when they go to Rehydration
Centers
Access to health care with ease, quality service,
adequate facilities, partnership with health care
service, building relationships
8. 3a. Rehydration Center has
many formidable competitors
Direct: Hospital Institutions, Barangay
Health Centers, Municipal Health Centers,
Regional Health Centers, NGOs
Indirect: Over-the-counter ORS, Hydrite,
Gatorade, Energy Drink, Electrolyte Drinks
Variables: Price, packaging, promotions,
specific use, convenience of use, availability,
brand, education
10. Rehydration center promotes
well with higher educative
value.
Promotion/
Education
Matrix
Well
Promoted
Moderately
Promoted
Least Promoted
High
knowledge
Low
Knowledge
Promotion vs. Education Matrix
Rehydration
Center
Hospital
Health
Centers
11. Rehydration Center’s unique
positioning is shown in this
competitive map
Overall competition may save money but
compromise quality in terms of positioning.
Positioning vs. Brand Matrix
Rehydration Center Health Centers Hospitals
Price
Packaging
Specific Use
Convenience of Use
Availability
Accessibility
Informative
Comfort
Quality of Service
Adequate Facilities
12. 4. Rehydration Center
positions strongly in a niche
market opportunity
The Rehydration Center answers
Lack of providing easy access to the service
Decentralization of the service
It provides a means of controlling service and
regulating its flow, once barangay at a time.
Caters to the needs of the people even up to
the rural areas.
Covers the whole population.
13. 5a. Estimate the market size
using competitor data
1. International response by UN
Set-up of a cluster of at least 300 centers in Haiti
Supported by Cholera-specific treatment units and
centers
2. vs. known response by the UN
3. Ideal vs. Non-Ideal
4. life-threatening vs. non-life threatening
5. Profit vs. Non-profit
6. It is a current need
14. 5b. Based on UN data, where
rehydration share is 10%,
total market size is 10 million
1. UN data: Rehydration Center sales, if
priced, is estimated to be 1 billion
2. UN claims market share of 50%,
private rehydration centers are
estimated to be at least 10%
3. Then total rehydration center market
size is P1 billion/0.1 = P 10 million
15. 5c. Consumer data indicates
a size of P 65 million
Rehydration Center Usage during
outbreak:
9 million population of Haitians use
rehydration centers average of at least
1x per day using 1 pack ORS which
costs around P20 per treatment
9 M x 1 x P20 X 365 = P 65 million
16. 5. Concluded that rehydration
center market is 30 million
1. Competitor data= P1 B
2. Company data = P 10 M
3. Usage data = P 60 M
19. 6b. Product Description
Rehydration Center presents an ideal way of
providing health service with ease and
convenience while not sacrificing the quality.
Service is individualized.
It follows international standards in terms of
treating patients.
20. 7. Price-
Rehydration Center is 50%
priced in affordable service rate.
Pediatric Package = P200
Adult Package = P 400
Rehydration Center is at part with
providing quality service in line with
international standards, although free
like UN, with aim of maximizing profits
in its niche even without outbreaks of
certain diseases
21. 8a. Promo
Multi-Media Sources:
TV and Radio Ads
Commercials
Jingles
Billboards
Newspaper Ads
Internet Materials or promotions
Word of Mouth
Customized Type of Service
25. 9. Rehydration Centers are
located nationwide.
One in every municipal area
Malls, supermarkets, leisure places, slum
areas, etc.
Rural area – one in every barangay or sitio
Nationwide
Cash and credit transaction
26. 10. Rehydration Center is a
niche leader
Rehydration Center’s main strategy is to
dominate the niche market of both
pediatric and adult dehydrated patients.
It centers on providing rehydration
services and treatment for non-life
threatening and urgent cases.
It promotes accessibility of health care to
those in need, especially rural areas.
28. 5 Steps for Part 1
(PTM and Positioning)
1. Rehydration Centers: Hydrating the
Dehydrated both young and old
2. Who wants to live and survive
3. Can choose Hospital Care, etc.
4. Gap is the lack of providing easy
access and decentralization of the
service
5. The market size accounts for the
whole Philippine population.
29. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Rehydration Center
7. Is affordable and available
8. Uses up-to-date facilities that
makes you feel like you are
home and comfortable
9. Is located nationwide
10. Uses a niche approach to win
30. 30
10 STEP
Marketing Plan for
R3 Rehydration Center:
Rehydrate-Replenish-Rejuvinate
Jeffray Marc D. Ang
November 2010
