10 step marketing plan for kidney zen
TRANSCRIPT
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KIDNEY ZENRevitalizing YOU and your kidneys
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10 Step Marketing Plan for
Asuncion, Enatsu, Generoso, Lee Hok, ReyesAteneo Graduate School of Business
January 2010
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1. Kidney Zen caters to dialysis patients2. Who don’t want to go to the hospital;
who want added value and service3. Can choose to go to a hospital or stand-alone
centers4. No one offers the added service we offer;
others focus on dialysis alone 5. Market size: 88,000 needing dialysis (San Juan,
Pasig, Q.C.). Niche market: 8,000
1st 5 stepsPTM and Positioning
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6. SERENITY Package (dialysis + spa, facial, massage)
BLISS Package (dialysis + game room/movie room)
SOUL Package (dialysis +Healthy GOURMET meals)
7. At par with other Class A hospital based dialysis centers
8. Print ads, telecommunications, word of mouth, event sponsorships, E-marketing
9. Greenhills area
10. Niche market approach
2nd 5 stepsMarketing Mix & Strategy
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Positioning to the Primary Target Market
Part 1: Step 1 to 5
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1. Kidney Zen targets dialysis patients who want to be pampered…
• Demographics (patients with Chronic Kidney Disease, needs dialysis, Social Class AB, living in San Juan, Q.C. Pasig area)
• Lifestyle (does not want to get bogged down in the hospital; DEPRESSING
• Behavior (always looks at value for money, enjoys the luxuries in life)
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Gives them esteem , recognition, and pleasure
So that they can do more in life
Need dialysis treatment
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Need:
Physiologic needs: health (dialysis)
Safety: safe treatment
Social needs: friends, a group
Esteem needs: recognition of their stature
Actualization needs: so that they can do more with life
2. Needs, Wants, Expectations
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Want: comfort, value, service, entertainment, ambiance, leisure, they want MORE!
Expectation: value for money, good service, service par excellence(Dialysis +++ and MORE!)
2. Needs, Wants, Expectations
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• Hospital Based: The Medical City, Cardinal Santos, St. Luke’s
• Stand-alone: Renal Care, Hemotek,
• Variables: Price, package, operating hours, service quality, add-on services, location
3a. Kidney Zen has many established competitors
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KIDNEY ZEN
THE MEDICAL
CITY
ST. LUKES
CARDINALSANTOS
RENAL CARE
HEMOTEK
Price High Mid Low
Quality Service
High Good Basic
Add- on services
Location Standalone,Greenhills
Hospital-based, Pasig
Hospital Based,
QC
Hospital-based,
GreenhillsStand alone, QC
Operating hours
Monday to Sunday4 shifts
Monday to Sat, 3 shifts
Monday to Sat, 2 shifts
Packages SerenityBlissSOUL
none Re-use package
3b. Kidney Zen targets the niche: high price, high quality of service
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3b. Kidney Zen covers the niche market, high price and quality with add-on services
PRICE/SERVICEMATRIX
Basic Service High QualityService
Add on services
Premium price
Mid price
Low price
Hemotek, Renal Care
The Medical City, St. Luke’s
Kidney Zen : BLISS, SOUL
Cardinal Santos
Kidney Zen : SERENITY
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Kidney Zen is the ONLY dialysis center that gives ADDED SERVICE!
– SPA and massage
– game/entertainment room/movie room (mahjong, poker, DVD movies)
– HEALTHY Gourmet food
* All while you are hooked to the dialysis machine!
4. Kidney Zen positions strong on a niche market opportunity
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• No other dialysis center offers the same service
• All others focus on basic dialysis,
reducing cost, and making profit
Kidney Zen revitalizes YOU andyour kidneys
4. Kidney Zen positions strong on a niche market opportunity
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• The Medical City : 200 patients/month
200 patients x 3 sessions per week x 4 weeks = 2,400 sessions
P6,000 /session x 2400 sessions = P14.4M gross monthly income
P172M gross yearly income
5a. The Medical City has a P172M market
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• Hospital X: private, tertiary hospital in QC / 150 patients/month
100 patients x 3 sessions/week x 4 weeks = 1200 sessions
P3,000/session X 1200 sessions
= P3.6 M gross monthly income
P43.2 M gross annual income
5a. Hospital X has a P43M market
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Kidney Zen projected data: 100-200 dialysis patients in 1 month
Total of 1,800-2400 dialysis sessions in a month
5b. Based on projections, Kidney Zenwill cater to 100-200 patients, a
P100M market
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Population of San Juan: 125,338
Population of Pasig City: 617,301
Population of QC: 2,670,000
Total: 3,300,000
CKD Stage 5 incidence: 2.6% (NNHeS 2004)
85,000 need dialysis
5c. Niche market estimation…
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85,000 need dialysis
10% class AB
8,500 niche market
Target: 100 patients x 3 sessions/week x 4 weeks
=1200 sessions x 7000
= P8.4M gross monthly income
= P100M annual gross income
5c. Niche market estimation…
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The Marketing Mix Strategy
Part 2: Step 6-10
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6a. Kidney Zen
SERENITY
BLISS
SOUL
Dialysis Center
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6a. CompetitorsHospital X
Hemotek
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• Kidney Zen is a high-end hemodialysis center
that provides add-on services to the basic dialysis treatment
6b. Kidney Zen is a premium dialysis center
Serenity Bliss Soul
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• SERENITY package: P6,000
• BLISS Package: P 6,500
• SOUL package: P7,000
7. Price: Kidney Zen is premium
priced and benchmarked against The
Medical City
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• Kidney Zen is benchmarked against The Medical
City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek
7. Price: Kidney Zen is premium priced
and benchmarked against The Medical City
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• Word of mouth
• Print Ads
8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
Gift Certificates
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• Wellness Event Sponsorship
• Tie-ups with doctors
8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
• E-marketing
– Youtube
– Website
– Search Engines
– Others: Twitter
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8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
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8. Making Kidney Zen Well-known
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8b. Competitor’s promo: St. Luke’s
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8b. Competitor’s promo: The Medical City
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8b. Competitor’s promo: Hemotek
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8b. Competitor’s promo:Renal Care
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• Greenhills, San Juan
• We are accessible to
residents of San Juan, Quezon City, and Ortigas Pasig area
9. Kidney Zen is strategically located at
Greenhills area
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9. Kidney Zen is strategically located at Greenhills area
Wack Wack Village
Forest Hills Village
Olympic Village
San Antonio Village
Saint Ignatius Village
Rolling Hills Village
Lemax Village
Cinco Hermanos Village
Corinthians Subdivision
Greenhills Subdivisions
Valle Verde 1-6 Subdivisions
Greenmeadows Subdivision
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Strategy:
to target Class A & B patients
who need dialysis treatment
who want excellent service
excellent, unique, premium priced product Outside of a hospital
10. Kidney Zen targets a niche market
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Kidney Zen Monitoring
• Patient feedback
– Satisfaction index
– Areas to improve on
• Accreditation
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Kidney ZenCorporate Social Responsibility
• 5% from packages/promos
Projects for the poor
• medical missions
• free dialysis services
• free health information seminars
• Recycling of waste products
Water recycling
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Summary
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1. Kidney Zen caters to dialysis patients2. Who don’t want to go to the hospital;
who want added value and service3. Can choose to go to a hospital or stand-alone
centers4. No one offers the added service we offer;
others focus on dialysis alone5. Market size: 88,000 needing dialysis (San Juan,
Pasig, Q.C.). Niche market: 8,000
1st 5 stepsPTM and Positioning
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6. SERENITY Package (dialysis + Spa, facial,
massage Treatment)
BLISS Package (dialysis +game room/movie room)
SOUL Package (dialysis +Healthy GOURMET meals)
7. At par with other Class A hospital based dialysis centers
8. Print Ads, word of mouth, event sponsorships
9. Greenhills area
10. Niche market approach
2nd 5 stepsMarketing Mix & Strategy
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10 Step Marketing Plan for
Asuncion, Enatsu, Generoso, Lee Hok, ReyesAteneo Graduate School of Business
January 2010
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KIDNEY ZENRevitalizing YOU and your kidneys
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Legend
Villages near Greenhills Shopping Center • Wack Wack Village -Wack-Wack Greenhills, Mandaluyong City 1.5 km S
• Forest Hills Village -157 Edsa , Mandaluyong (02) 726 2521 1.8 km S
• Olympic Village -General Araneta Avenue Araneta Center , Quezon City (02) 911 2892 2.2 km N
• Olympic Village -Julia Vargas Avenue , Mandaluyong (02) 633 8179 2.2 km S
• San Antonio Village -Manila 3.0 km S
• Saint Ignatius Village -Quezon City 2.7 km NE
• Rolling Hills Village -9th, Quezon City 3.0 km NW
• Olympic Village -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 5496 3.5 km S
• Lemax Village Collection -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 7080 3.5 km S
• Cinco Hermanos Village -Maj. Santos Dizon Street, Marikina City 3.6 km NE
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• http://www.zazzle.com/cr/design/pt-profilecard/?customize_it=true&pd=240382942510496204&size=business&media=thick_plainwhite&front=business_front_horz&back=business_back_horz&mode=fit&get_started_dialog=false