10 step marketing plan for shimmian manila surgicenter
DESCRIPTION
This presentation is an academic exercise only and was made as partial fulfillment of the requirements for the author's marketing class.This cannot be quoted or misused.TRANSCRIPT
10 Step Marketing Plan for Shimmian Manila Surgicenter
John Francis Lee HokJan 2011
This powerpoint was made as an academic exercise and a requirement for the author’s Marketing Class
The author has no link with Shimmian Surgicenter, Belo Medical Group
Some data are based on estimates and speculation and are not to be quoted or misrepresented
Disclaimer
1. Target Market: people who want to have a nose lift
2. Needs, wants, expectations: to be beautiful
3. Choice: can go to other competitors (Belo, The Medical City, Calayan), can opt to undergo traditional noselift
4. Gap: safe, REJECTION-Free operation5. Market Size: P20 M
1st 5 steps
PTM and Positioning
6. Product: GORE-TEX noselift7. Price: 20% premium8. Promotion: print ad, e-marketing, 9. Place: Ortigas Center10. Strategy: Product Differentiation
2nd 5 steps
Marketing Mix & Strategy
Health.Care Magazine
Volume 6 Issue 5 October 2010
Advertisement
Shimmian Manila Surgicenter Ad
Goretex nose lift
Positioning to the Primary Target Market
Part 1: Step 1 to 5
Part 1: Step 1 of 5Primary Target Market
Demographics: ◦ Class AB, with disposable income for cosmetic
procedure (nose lift)◦ Wants to feel beautiful◦ Conscious of how they look
Shimmian targets people who wants to be beautiful…
So that they can do more in life
So that they can do more in life
But still gives them esteem and pleasure
Part 1: Step 2 of 5Needs, Wants, Expectations
Need: Safety: safe surgeryEsteem needs: want to feel beautiful
Actualization needs: so that they can bring out the best in them
Want: fast and safe procedure
Expectation: value for money, good service
Needs, Wants, Expectations
Part 1: Step 3of 5Competitors
Hospital Based: The Medical City Wellness and Aesthetic Center,
Stand-alone: Belo, Calayan
Variables: Price, package, location, Material
Shimmian has many established competitors
Shimmian The Medical City
Belo
Price High High High
Material used GoreTex Bone GraftSilicone
Silicone
Safety high high Relatively safe
Rejection none Some some
Limitation No limitation in physical activities
Must avoid contact sports
Must avoid contact sports
Location Ortigas Ortigas Greenhills
Shimmian is innovating rhinoplasty
Part 1: Step 4 of 5Gap
First Center to offer facial cosmetic harmony and GoreTex nose lift
Moving away form cartilage grafts and silicone gradts
Market needs a rejection-free implant
Shimmian bridges the gap between innovation and safety
Part 1: Step 5 of 5Market Size
Not written in the advertisement
Research: 30 patients/ month X P70,000 per rhinoplasty= P2.1M /month X12 months= P 25 M
Based on projections, Shimmian has a P25 M market
The Marketing Mix Strategy
Part 2: Step 6-10
Part 2: Step 6 of 10Product
Gore-Tex Nose Lift
•Safe•REJECTION FREE•Natural Looking
Gore-Tex Nose Implant
Gore-Tex CompetitorCartilage implant Silicone
MedPore implant
We offer Gore-tex Nose lift, a safe, rejection-free, natural looking rhinoplasty
Other services:
Shimmian is a advanced reconstructive Rhinoplasty in the Philippines
Scarless double eyebrowBrow liftParanasal augmentationChin liftFace liftNeck liftCheek augmentation
Mandibular contouringFat transferBreast augmentation/reductionBreast liftLiposuctionTummy tuckButt enhancementBotoxAptos threadSilklight laser treatment
Part 2: Step 7 of 10Price
◦ Not written in print ad◦ Estimated to be 20% premium
◦ Research: Shimmian Medical Tourism Package
$3000-$15,000 inclusive of cosmetic procedure, hotel stay and trasfer, trip to a Philippine resort
20% premium
Part 2: Step 8 of 10Promotion
Print Ads E-merketing
◦ Website◦ Blogs◦ facebook
Shimmian Promotions
Shimmian Website
Shimmian Print Ad
Competitor’s promo: Belo
Competitor’s promo: The Medical City
Part 2: Step 9 of 10Place
Medical Plaza Ortigas, San Miguel Avenue, Ortigas Center
accessible to residents of San Juan, Quezon City, and Ortigas Pasig area
Shimmian is strategically located at Ortigas Center
Shimmian
Part 2: Step 10 of 10Wining Strategy
Shimmian innovated on rhinoplasty by being the 1st to offer Gore-tex nose implants
Which is safe, rejection free, and natural looking
Without limitation in physical activities after surgery
Product Differentiation
Summary
1. Target Market: people who want to have a nose lift
2. Needs, wants, expectations: to be beautiful
3. Choice: can go to other competitors (Belo, The Medical City, Calayan), can opt to undergo traditional noselift
4. Gap: safe, REJECTION-Free operation5. Market Size: P20 M
1st 5 steps
PTM and Positioning
6. Product: GORE-TEX noselift7. Price: 20% premium8. Promotion: print ad, e-marketing, 9. Place: Ortigas Center10. Strategy: Product Differentiation
2nd 5 steps
Marketing Mix & Strategy
10 Step Marketing Plan for Shimmian Manila Surgicenter
John Francis Lee HokJan 2011