Healthy schools inc amoroso, nyl jarem 15

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10 STEP Marketing Plan for (Healthy Schools Inc.)

Amoroso, Nyl Jarem P.August 2015

1. Identify your target (PTM)2. What do they need, want, demand

(NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

Steps 1 to 5

Summary headline of your PTM and market

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10

Summary headline of the marketing mix & strategy

1. Describe the primary target market (PTM)*

Demographics (Age range: 7-18 years old, Class A-B-C, Single)

Lifestyle (School, Sports, other Extracurricular Activities)

Behavior (coming in for check-up and treatment, annual school physical examination, health education)

2. PTM’s needs, wants & demands Needs: Self-development and realization, safety and

social needs

Wants: Wellness, Annual Physical Exam, Laboratories, Clinic, emergency care

Demands: convenience, proximity, continuity of care

3a. Direct and indirect products that address my PTM’s NWD Padre Pio Hospital, St. Mattheus

Hospital, TMC Satellite Clinic, and other Private Clinics

Determine the variables that affect choice of product, brand Price Proximity Time of Consult

Benefit PositioningBenefit Positioning vs. Brand Matrix

as of 2011

Healthy Schools Hospital Clinic

Annual Physical Exam

Yes No No

Diagnostics Yes/No Yes NoER – Trauma Yes Yes No

Physician to Patient ratio

1:1 1:10 1:1

Time to attend to patient

5-10 minutes 1 hour Depends on cue

4. Identify the gap between customers and competition

Where is the marketing opportunity?- Small to Medium-sized private schoolsWhat NWDs are not being addressed?- Continuity of care, emergency care, health educationWhat can be the unique selling- “faster” emergency care management, essential

diagnostics, health-education, school partnership in terms of health

5a. Estimate the market size

- 45 Private Schools in San Mateo, Rizal (Dep-Ed)

Approximately an average of 200+ students per private school – 200*45 = 9000 students per school year

5b. Estimate the market size using company data

Guesstimate on market share 35% if the store will be strategically

located near the schools in the elevated areas of San Mateo

5c. Estimate the market size using customer data

1. Usage per day or per year Annual Physical Exam Quarterly Follow-up As needed/Emergency Care

6a. Photo of product category

6a. Show how product looks vs. competition

6b. Product Description

2-Storey Health Complex- With imaging machines (x-ray ,ultrasound)- 10-bedroom Emergency Care facility with equipments

for Basic and Advance Life Support- Orthopedics Clinic- With a team of emergency care physicians and

nurses

7. Price

HSI Hospitals ClinicConsultation 200 800-1000 300-500Emergency Care

500 800-2000 None

School Package

500/student/annually

Or

300/student/quarterly

None None

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

8a. Your products Promotions

Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.

Show executions of this (from websites, print ads, actual commercials)

8a. Samples of Promo

ONE-STOP CLINIC FOR SCHOOLS

8b. Competitor promo

Show also how your key competitors communicate

Their commercialsTheir websites

And why your communication stands out

8b. Competitor promo

Samples

Can be multiple slides

9. Place

Where is your product available? In areas where there are a considerable

population of small to middle-sized private schools that is NOT within proximity of a healthcare facility

10. What is the generic winning strategy?

Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche