marketing plan: american eye center-greenbelt (aec) bernardo, cruz, de leon*, rivera -agoncillo,...

Marketing Plan: American Marketing Plan: American Eye Center-Greenbelt Eye Center-Greenbelt

(AEC)(AEC)Bernardo, Cruz, de Leon*, Rivera

-Agoncillo, Asperas, Cosalan, Tanbonliong-

Industry AnalysisIndustry Analysis

New Entrants

Threat of potential new competitors

HospitalsMore efficient service by other eye clinics

Suppliers Industry competition

Consumers

Bargaining power of suppliers

Rivalry among competing firms

Bargaining power of consumers

No need for suppliers Asian Eye InstituteOther Eye Specialty Clinics

Respectable doctorsServiceCostFear

Substitute Products

Threat of substitute products

EyeglassesContact lenses Blindness

Current Situation: AEC-Shangri-LaCurrent Situation: AEC-Shangri-La

Services:◦Diagnostic◦Consultation◦Surgery and Treatment

Market SegmentMarket Segment

CLASS # OF PATIENTS

A 9

B 33

C 29

D 6

E 0

Market SegmentMarket Segment

Market SegmentMarket Segment

Market SegmentMarket Segment

Market SegmentMarket Segment

Market SegmentMarket Segment

Market SegmentMarket Segment

Market positioning vs. Product Market positioning vs. Product PositioningPositioning

Pioneer in LASIK surgery◦More popular for LASIK surgery than cataract

treatmentsHigh quality of serviceSub-specialized doctorsWell-trained staffManaged by Associated Eye Specialists

Current Promotional TacticsCurrent Promotional Tactics

ReferralsBillboardsTelevision segmentsNewspaper articlesMagazine ads(insert images)

Competitive situation: Asian Eye Competitive situation: Asian Eye InstituteInstitute

Located in the Makati areaYounger than AECSatellite Branches: Trinoma, Mall of AsiaSame services as AECLeading in cataract surgeryInformative websiteMedical Travel Package

SWOTSWOT

STRENGTHSEstablished nameStrategic locationSub-specialized doctorsAffiliation with other establishments

◦HMOs, hospitals, companiesLoyal patients

SWOT

WEAKNESSESLower market share in cataract surgeryLack of publicity in MakatiLack of a more informative websitePromos that may attract foreigners

SWOT

OPPORTUNITIESPenetrable marketIncreasing number of cataract victimsIncreasing awareness and concern for

proper eye careBooming medical tourism

SWOT

THREATSOther eye specialty clinicsCost-cutting

SWOT

STRATEGIESName is already established so it can

withstand competitionEducateMarket, market, market!Create more attractive offers

Marketing Goals and ObjectivesMarketing Goals and Objectives

Market TargetingMarket Targeting

SIZE OF NEW MARKETPopulation

Makati’s average annual family income: Php534,058

Age group Percentage of the population

0-14 29%

15-64 67%

65 above 4%

Market TargetingMarket Targeting

SIZE OF NEW MARKETMakati’s average annual family

expenditure:Php423,023 Business establishmentsFirst class residencesMallsRoute of vehicles

Market Targeting

DEMOGRAPHIC CHARACTERISTICSClass A – B

A B- Average monthly income: Php 50,000 above-College and post-graduate degree (prestigious schools)-First class gated subdivisions-High prestige occupation

-High class gated subdivisions or condominiums- College and post-graduate degrees (private schools)-High prestige occupation (2nd in rank)

Market Targeting

DEMOGRAPHIC CHARACTERISTICSPatients aged 40 and abovePeople within the Makati vicinity

Promotion TacticsPromotion Tactics

A tarpaulin at the entrance of the Shangri-la branch of the American Eye Center

Flashing an ad or a short commercial on the television sets in the waiting area.

Promotion on the American Eye Center Website

Promotion TacticsPromotion Tactics

Sales Promotion: Loyalty Reward Program Public Relations: Conference and

SeminarsPosters and flyers on strategic locations

such as elevators, escalators and walkways.

Promotion TacticsPromotion Tactics

Publish ads about the new branch in local and international magazines.

Write newspaper articles about the new branch.

Promote the new branch on TV shows (plugs)

Promotion TacticsPromotion Tactics

Promote the new branch on TV (ads)Give promotional discounts for the

employees of partner companiesPersonal selling: Word of mouth

ProjectionsProjections

Projections

4% increase in their clients per month10% increase quarterly60% annually