asuncion, enatsu, generoso, lee hok, reyes kidney zen
DESCRIPTION
group 10 step marketing presentation on chosen group topicTRANSCRIPT
KIDNEY ZENRevitalizing YOU and your
kidneys
10 Step Marketing Plan for
Asuncion, Enatsu, Generoso, Lee Hok, ReyesAteneo Graduate School of Business
January 2010
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
6. SERENITY Package (dialysis + Spa, facial, massage Treatment)BLISS Package (dialysis +game room/movie)SOUL Package (dialysis +Healthy gourmet meals)
7. At par with other Class A hospital based dialysis centers
8. Print Ads, word of mouth, event sponsorships9. Greenhills area10. Niche market approach
2nd 5 stepsMarketing Mix & Strategy
Positioning to the Primary Target Market
Part 1: Step 1 to 5
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; does not want the hospital as part of their lifestyle because it depresses them)
• Behavior (always looks at value for money, enjoys the luxuries in life)
Gives them esteem and pleasure
So that they can do more in life
Need Dialysis treatment
Need: Physiologic needs: health (dialysis)safety: safe treatmentSocial needs: belongingEsteem needs: recognition of their stature
Actualization needs: so that they can do more with life
2. Needs, Wants, Expectations
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
• 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
Kidney Zen The Medical City
St. Lukes Renal Care Hemotek
Price High High High Low Low
Quality Service
High High High Basic Basic
Add- on services
Location Standalone- Greenhills
Hospital-based, Pasig
Hostpital Based, QC
Stand alone, QC
Standalone, QC
Operating hours
Monday to Sunday3 shifts
Monday to Sat,
3 shifts
Monday to Sat,
3 shifts
Monday to Sat,
2 shifts
Monday to Sat,
2 shifts
packages Wellness package,
Fun package, Feast package
none none Re-use package
Re-use package
3.b Kidney Zen targets the niche: high price, high quality of service
3b. Kidney Zen covers the niche market, high price and quality with add on services
PRICE/SERVICE MATRIX
Basic Service High Quality Service
Add on services
Premium price
Mid price
Low price
Hemotek, Renal Care
The Medical City, St. Luke’s
Kidney Zen : WELLNESS/FEAST Package
Kidney Zen : FUN Package
Kidney Zen is the only dialysis center that gives ADDED SERVICE!– Offers SPA and massage services– Offers a game/entertainment room
(mahjong, poker, DVD movies)– Offers healthy gourmet food– All while you are hooked to the dialysis
machine
4. Kidney Zen positions strong on a niche market opportunity
No other dialysis center offers the same service
All others focus on the basic dialysis service, reducing cost, and making profit
Kidney Zen revitalizes YOU and your kidneys
4. Kidney Zen positions strong on a niche market opportunity
• The Medical City : 200 patients/month– 200 patients x 3 sessions per week x 4
weeks =2,400 sessions– Capacity: 600 sessions/ month
P6,000 /session x 2400 sessions= P14.4M gross monthly income
5a. The Medical City has a P64M market
• Hospital X: private, tertiary hospital in QC / 150 patients/month– 100 patients x 3 sessions/week x 4
weeks= 1200 sessions– Capacity: 800 sessions/month– P3,000/session X 800 sessions =P2.4
gross monthly income
5a. The Medical City has a P64M market
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 Zen will cater to 100-200 patients, a
P21M market
Population of San Juan: 125,338Population of Pasig City: 617,301Population of QC: 2,670,000
Total: 3,300,000CKD Stage 5 incidence: 2.6% (NNHeS 2004)
85,000 need dialysis
5c. Niche market estimation…
85,000 need dialysis10% 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
5c. Niche market estimation…
The Marketing Mix Strategy
Part 2: Step 6-10
6.a. Kidney Zen
SERENITY
BLISS
SOUL
Dialysis Center
6a. Competitors
Hospital X Hemotek
• 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
• Services offered: – SERENITY package: dialysis + SPA /massage
treatment– BLISS Package: Dialysis + entertainment (mahjong,
poker, Blue Ray movies)– SOUL package: Dialysis + gourmet food
6b. Kidney Zen is a premium dialysis center
Serenity Bliss
Soul
– 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
– 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
• Word of mouth• Print Ads• Website• Wellness Event Sponsorship• Tie-ups with doctors
8. Making Kidney Zen Well-known
8. Making Kidney Zen Well-known
8. Making Kidney Zen Well-known
8b. Competitor’s promo: St. Luke’s
8b. Competitor’s promo: The Medical City
8b. Competitor’s promo: Hemotek
8b. Competitor’s promo:Renal Care
• 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
9. Kidney Zen is strategically located at
Greenhills area
9. Kidney Zen is strategically located at
Greenhills area
Kidney Zen main strategy is to target Class A and B patients who need dialysis treatment but want excellent service and add-on services
It benefits from excellent services such as spa/massage, game room, gourmet food
Has an excellent, unique, premium priced product available outside of a hospital
10. Kidney Zen targets a niche market
Summary
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
6. SERENITY Package (dialysis + Spa, facial, massage Treatment)BLISS Package (dialysis +game room/movie)SOUL Package (dialysis +Healthy gourmet meals)
7. At par with other Class A hospital based dialysis centers
8. Print Ads, word of mouth, event sponsorships9. Greenhills area10. Niche market approach
2nd 5 stepsMarketing Mix & Strategy
10 Step Marketing Plan for
Asuncion, Enatsu, Generoso, Lee Hok, ReyesAteneo Graduate School of Business
January 2010
KIDNEY ZENRevitalizing YOU and your
kidneys