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10 STEP Marketing Plan for Bautista Sports Complex

Nicole BautistaAugust 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 5Summary headline of your PTM and market

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

Steps 6 to 10Summary headline of the marketing mix & strategy

1. Describe the primary target market (PTM)*

Demographics (16 years old – 50 years old: male, Class A-B, single)

Lifestyle: athletes, healthy and active lifestyle

Behavior: coming for treatment, everyday training, leisure playing

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

sense of belongingness

Wants: being in a team, exercising, healthy food

Demands: user-friendly, help them achieve their goals

3a. Direct and indirect products that address my PTM’s NWD Moro Lorenzo, Celebrity sports club Variables that affect choice of

product, brand: Number of members Price of membership/Use Exclusivity of the club Variability of equipment

4. Identify the gap between customers and competition

Where is the marketing opportunity?- Universities and and university teams- National teams- Budding athletesWhat NWDs are not being addressed?- Physiological and safety needsWhat can be the unique selling proposition for the

new product (totally new or repositioned.)- Sports center with am orthopedic clinic

5b. Estimate the market size using company data

Guesstimate on market share Celebrity Sports Center: Quezon City

households Older establishment: market are the older

people and their families Moro Lorenzo Sports Center: Ateneo

students/alumni In a school. Target: highly on students of

Ateneo

5. Decide on market size in pesos, not in number of people1. Competitor data=

2. Company data =

3. Customer Usage data = Use instinct and best business judgment to finalize market size

6a. Show how product looks vs. competition

6a. Show how product looks vs. competition

6b. Product Description

2.0 hectaresWith 2 basketball courts, an 8 lane

Olympic size pool, a gym, 4 badminton courts, a track

Sports Clinic – Orthopedic and rehabilitation medicine

7. Price

Pricing strategy: longer payment terms

Membership Price Non-member price

MY sports center 50% off on per use Per use basis

Moro Lorenzo Sports Center

1000/month Per use basis

Celebrity Sports Center

2000/month Per use with member endorsement

8a. Which of these modes does your product use?

Mass Personal

1 Events and Experiences 1 Personal Selling

2 Public Relations 2 Word of Mouth

3 Advertising 3 Direct Marketing

4 Sales Promotion 4 Interactive Marketing

8a. Your products Promotions

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

Mass1 Events and

ExperiencesHold inter-university gamesHold sporting events (Palarong Med, Palarong Pambansa, UAAP games)

2 Public Relations Corporate communications, product publicity

3 Sales Promotion Discounts for teams for early bookings, soft opening coupons for free trials

4 Advertising Facebook and online promotion. Online booking

8a. Your products PromotionsPersonal

1 Personal Selling Sports center “influencers” – young athletes to be posting about the center’s events

2 Word of Mouth Friendly staff, “influencers”

3 Interactive Marketing

Online marketing, social networks

4 Direct Marketing friendly staff

8a. Samples of Promo

8a. Samples of Promo

8a. Samples of Promo

8b. Competitor promo

8b. Competitor promo

8b. Competitor promo

8b. Competitor promo

9. Place Fort Bonifacio area – close to

Pasig, QC, Manila and Makati area

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