1. Marketing Plan for:
TMC Aesthetics Center
Jeunesse T. Lee
November 30, 2010
Tuesday, November 30, 2010

2. Part I:
PTM and Positioning
1.TMC Aesthetics PTM are the modern adults
2.Who want to look and feel young and beautiful in a
personalized unique approach
3. Can choose SLMC, Belo, Calayan
4. Gap is all others focus on outcome and not on the
individual patient
5. Market size is Php 3.2 B
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Tuesday, November 30, 2010

3. 1.TMC Aesthetic’s PTM are
modern day adults
• Demographics:
• 25-55 years, M/F, social class ABC, single/married
• Lifestyle:
• in a career, has money to spend, wanting to look young and
beautiful, feel good, and to have a voice/control on how to
achieve that
• Behavior:
• single to a few procedures, with follow-up sessions, fast,
beautiful, attractive, and healthy body
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Tuesday, November 30, 2010

4. 2. My PTM’s NWE
• Need to be loved and accepted, recognized,
respected, appreciated, self actualization
• Choose TMC because...
• Quality of services, safety record, advanced
scientific technology, professional and highly
qualified staff, location, price, brand, JCI
accreditation, patient-centered
healthcare
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Tuesday, November 30, 2010

5. Maslow’s Heirarchy of Needs
5
I want to achieve
my full potential,
inside and out
I want to be
recognized,
appreciated,
loved
Tuesday, November 30, 2010

6. 2. My PTM’s NWE
• Expect when they choose TMC...
• good-looking, attractive, and healthy
body, instant, long lasting, feel more
confident, feel more sexually attractive,
tailor-fit experience
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Tuesday, November 30, 2010

7. 3.TMC has many
established competitors
Direct
• Other hospitals’
Aesthetic centers:
• SLMC, MMC,
Asian Hospital
• Stand-alone
Aesthetic Centers:
• Belo, Calayan
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Indirect
• Beauty Centers:
• Salons, etc.
• Lifestyle centers:
• Gyms, Fitness
clubs
Tuesday, November 30, 2010

8. • Variables:
• Age, Price, Convenience, Occasion of use,
Accessibility, Availability, Brand, Quality of
service, Quality of care, Reputation
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3.TMC has many
established competitors
Tuesday, November 30, 2010

9. 3b. Price vs.Age
9
0-18 y.o. 18-25 y.o. 25-40 y.o. 40-55 y.o.
High Price
Low Price
Belo
TMC TMC
Calayan
SLMCSLMC
TMC
Belo
Calayan
SLMC
Belo
Calayan
Tuesday, November 30, 2010

10. TMC’s Positioning
10
TMC SLMC Belo Calayan
Competitive Price
Latest Technology
“Celebrity Look”
Board certified professionals
Patient-centered Healthcare
Accredited Institution
Scientifically Researched
TMC’s unique positioning is patient-centered healthcare
Tuesday, November 30, 2010

11. 4. Gap Opportunity Positioning
• TMC is the only Aesthetic Center
• that uses latest, scientific, well-researched
technology
• allows only board-certified professionals
to do the procedures
• offers patient-centered healthcare, giving
voice to the unique needs of the patient.
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Tuesday, November 30, 2010

12. 5. Market Size
• Competitor Data:
• Annual Sales = 800 M
• Estimated Aesthetics Surgery Market
Share: 30% = 30 M
• Total Aesthetics Surgery Market = 2.67 B
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Tuesday, November 30, 2010

13. 5. Market Size
• Company Data (TMC):
• 2009 Annual Report Sales = 1.3 B
• TMC Aesthetics Center: 5% = 65 M
• Estimated Aesthetics Surgery Market
Share: 2%
• Total Aesthetics Surgery Market = 3.2 B
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Tuesday, November 30, 2010

14. 5. Market Size
• Consumer Data:
• Total Population: 95M
• Age group (25-55yo): 33M
• Social class ABC: 16.5M
• Will avail of services: 825,000
• Once in how many years: 30 yrs
• Average price per procedure: 30,000
• Market Size: (825,000 / 30) * 30,000 = 825 M
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Tuesday, November 30, 2010

15. Part 2:
Marketing Mix and Strategy
• TMC Aesthetics Center offering derma,
cosmetic, and elective surgical procedures
• Is about 25-50% Premium
• Uses media (website) and word of mouth
• Is located in Ortigas, Pasig City
• Uses a patient-centered individualized
approach to win
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Tuesday, November 30, 2010

16. Product:Aesthetics Center
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Tuesday, November 30, 2010

17. Product:TMC Aesthetics Center
• The TMC Aesthetics Center is a one-stop
center for elective dermatologic and surgical
interventions that cater to the personal
needs of its clients
• It is located in the 6th flr of TMC, Ortigas
Ave. Pasig City
• It is run by board-certified TMC physicians
trained in the various procedures offered in
the center
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Tuesday, November 30, 2010

18. • Services offered include:
1. dermatologic procedures
• hair/scar removal, hair transplant
2. cosmetic procedures
• eyelid surgery, breast augmentation,
liposuction, face lift
3. elective surgeries
• bariatric surgery
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Product:TMC Aesthetics Center
Tuesday, November 30, 2010

19. 19
7.TMC’s price is 25-50% Premium
TMC SLMC Belo Calayan
Hair
Removal
Php 2690 Php 3500 Php 4460 Php 4000
Procedure
X
Php
100,000
Php
120,000
Php
60,000
Php
50,000
Tuesday, November 30, 2010

20. • The prices of minor procedures such
as hair removal in TMC aesthetics
center are actually competitive.
• However, in bigger procedures, and in
most other surgeries, TMC’s price is
at a premium higher than Belo and
Calayan, but slightly lower than SLMC.
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7.TMC’s price is 25-50% Premium
Tuesday, November 30, 2010

21. 8.TMC Needs Additonal Promo
• Current Strategy:
• TMC Website
• Word of Mouth
• Proposed Additional Strategies:
• Full-pledge website
• Print Media: Doctor’s Clinics and Hospital
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Tuesday, November 30, 2010

22. 8. Competitor Promo
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Newspaper/Magazine Ads
Celebrity
Endorsers
Billboards
TV
Commercials
Tuesday, November 30, 2010

23. 9.TMC Aesthetics is Centered
in Ortigas, Pasig City
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• TMC Aesthetics Center is located in
The New Medical City, Ortigas Ave.
Pasig City.
• Clients come in the only branch
strategically placed in the busy central
district of Ortigas, Pasig.
Tuesday, November 30, 2010

24. 10.TMC Aesthetics has a
Customer-centered Approach
• Generic winning strategy:
• Patient-centered healthcare
• Individualized approach
• Gets it leverage from the reputation of the
hospital and its loyal clientele
• High quality product (service), premium-
priced, available to those who have access to
the center’s location.
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Tuesday, November 30, 2010

25. Summary
Tuesday, November 30, 2010

26. Part I:
PTM and Positioning
1.TMC Aesthetics PTM are the modern adults
2.Who want to look and feel young and beautiful in a
personalized unique approach
3. Can choose SLMC, Belo, Calayan
4. Gap is all others focus on outcome and not on the
individual patient
5. Market size is Php 3.2 B
26
Tuesday, November 30, 2010

27. Part 2:
Marketing Mix and Strategy
• TMC Aesthetics Center offering derma,
cosmetic, and elective surgical procedures
• Is about 25-50% Premium
• Uses media (website) and word of mouth
• Is located in Ortigas, Pasig City
• Uses a patient-centered individualized
approach to win
27
Tuesday, November 30, 2010