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10 STEP MARKETING PLAN FOR –SAKURA LIFE-
Mitsuharu Enatsu
November 2010
5 STEPS FOR PART 1(PTM AND POSITIONING)
1. Identify your target market (PTM)2. What do they need (NEW)3. What are their choices (competitors)4. What is the opportunity (gap)5. How big is the market (3Cs)
5 STEPS FOR PART 1(PTM AND POSITIONING)
1. PTM are dialysis patients from class A-B
2. Who prefer a more private and personalized treatment with added value and service
3. Can opt to go to tertiary hospitals or stand alone dialysis centers
4. We offer a fusion of the elements of cleansing, relaxation, and pleasure into dialysis
5. The market size is 1 Million. Niche is 1,000
5 STEPS FOR PART 2(MARKETING MIX AND STRATEGY)
1. Product2. Price3. Promo4. Place5. Generic Winning Strategy of Mix
5 STEPS FOR PART 2(MARKETING MIX AND STRATEGY)
1. A combination of Dialysis and: Wellness (Spa, Manicure-Pedicure,
Facial) Recreation (Amusement room) Banquet (Healthy food)
2. At par with first class hospitals offering dialysis
3. Newspaper/ Print Ads, Events, Billboards, Word of mouth
4. Green Hills or Makati Area5. Uses niche market and product
diversification
POSITIONING TO THE PRIMARY TARGET MARKET
Part 1: Steps 1-5
MY PRIMARY TARGET MARKET
Demographics Lifestyle Behavior
MY PRIMARY TARGET MARKET
Patients with Chronic Kidney Disease, in need of dialysis, Middle to Upper social class
Personalized - Comfort, privacy, entertainment, relaxation
Want value for money, prefer pleasurable life
MY PTM’S NWE
Hierarchy of Needs What they want Expectations from the product
INFLUENCING BUYER BEHAVIOR
NEEDS WANTS EXPECTATIONS Physiologic – To live
Safety– To be healthy
Social – To belong, to associate with others
Esteem – to be functional
They chose SAKURA LIFE over other products because of..
the services and experiences added to a dialysis session that provide relaxation and pleasure
They expect this when they use SAKURA LIFE:
A soothing and enjoyable stay because of the
add-on services to dialysis
3A COMPETITORS
Hospitals: Medical City, St. Lukes, Cardinal Santos, Asian Hospital
Stand Alone Dialysis Centers: Renal Care, Hemotek
Variables: Price, Location, quality of primary service, additional services offered, presentation, operating hours, credibility
3B COMPETITIVE POSITION MAP
2 most critical variables Proposition map; plotting of different competitors
3B COMPETITIVE POSITION MAP
Price vs Service Location vs Accessibility
SAKURA FOCUSES ON SATISFYING ITS NICHE: QUALITY PRIMARY AND ADD-ON SERVICE, HIGH PRICE
SAKURA UNIQUE POSITIONING Competitors: Dialysis using state of the art equipment, Adequate ambiance for patient comfort
SAKURA:State of the art equipmentSpa-like ambiance, provides tranquility and relaxationAdd On services:
Massage, Manicure Pedicure, facial, personal entertainment (cable tv), patient interaction (board games)
4. IDENTIFY THE GAP BETWEEN CUSTOMERS AND COMPETITION
Marketing opportunity? NWEs not being addressed? Unique selling proposition
SAKURA POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY
SAKURA is the only dialysis center.. That also caters to health and beauty (SPA services)
Provides personal entertainment (board games, cable tv, dvds)
Offers healthy gourmet food
No competitor has similar position
Other competitors focus of dialysis alone
We pamper the patient while his kidneys are taken care of
5A. ESTIMATE MARKET SIZE
The Medical City : 500 patients/month Hospital X: private, tertiary hospital in QC / 150 patients/month
MARKET SIZE USING COMPANY DATA
o SAKURA projected data: 100-200 dialysis patients in 1 month
o Total of 1,800-2400 dialysis sessions in a month
MARKET SIZE USING CUSTOMER DATA
As many as 200 patients will need dialysis sessions 3 times a week
9000 per session (Zen Package)
200patients x 3 sessions per week x 4 weeks x P9000 per session = P21,576,000.00
THE MARKETING MIX STRATEGYPart 2: Steps 6 - 10
_____
COMPETITORS
Medical City
Stand Alone dialysis Centers: Hemotek
SAKURA HAS A REVOLUTIONARY APPROACH TO THE TREATMENT OF DIALYSIS
SAKURA is a world class dialysis center that revolutionizes the stigma of dialysis into a positive, more gratifying experience
We combine state-of-the-art medical treatment with a harmonious, pleasant environment and Add-on services
Dialysis + the following themes: Onsen: includes SPA services Fuzei: with healthy gourmet food Akihabara: Entertainment Facilities (board games, cable tv, dvds)
PRICE
ZEN: P9000 Nihon Cafe: P 7300 Akihabara: P8000
Benchmarked against The Medical City Dialysis prices
30%-50% premium than standalone dialysis centers
PROMO
Print-Ads (Health and lifestyle magazines)
Billboards Web-Site Word of Mouth Endorsements from physicians Tie ups with Wellness centers
COMPETITOR’S PROMO: MEDICAL CITY
ST. LUKE’S
ASIA RENAL CARE
HEMOTEK
9. PLACE
Strategically located to be in close proximity to highly populated areas, as well as communities with residents capable of paying the premium
Greenhills Makati
10. GENERIC WINNING STRATEGY:SAKURA TARGETS A NICHE MARKET BY PROVIDING PRODUCT SPECIALIZATION
Class A-B who need quality dialysis but want to do away with the negative aspects associated with it.
Turns the hospital experience of dialysis into a day at the Spa. Harmoinous environment, Wellness services, healthy gourmet food, entertainment.
Primary and Add-on services are worth the price