10STEP MARKETING PLAN FOR TMC COMPEDS

VINCENT ABADILLA

Step 1- Primary Target Market (describe them demographically, psychographically and behaviorally)

Demographics: Children ages 18 years of age and below, their family; social class C, D,E

Lifestyle: Blue collar worker, substandard living; happy go lucky

Behavior: Very low health seeking behavior. Non existent/low educational attainment

Need, Wants and Expectations

I am entitled to quality medical care which is a

basic need.

I am the best I can be when I keep my family and community safe from

diseases.

I play a role in the health of my community.

Holding office in the organization is a status

symbol.

Step 2- Needs, Wants and Demands of the Primary Target Market (relate to Maslow's Hierarchy of

Needs)

Indigent needs access to basic necessities like food, shelter, security and healthcare.

They want to have a decent living condition/environment wherein they can live comfortably

The community expects the “product” to be a means of helping them get access to the aforementioned basic needs.

Step 3- Competition and Competitive Position Map- Who are your direct and indirect competitors and how are you positioned against

them (2 maps)

Direct Competitors: Adopted communities by multinational companies and institutions

Indirect Competitors: Socio-civic groups (i.e. Rotary: feeding/livelihood programs, etc.)

Variables: Proximity, good working relations with LGU, safety concerns, community support

Community support vs. LGU support

Community support/ LGU support Matrix

High LGU support Low LGU support

High Community Support

Low Community Support

TMC Comped

Rotary outreac

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Seasonal Outreach missions

Step 4- What is the gap, the opportunity and how will you position (based on the gap in the competitive positioning map)

There is a gap between Community support and LGU support; typically, only either community or LGU support were acquired during these kind of programs

The problem which arises involves sustainability of the program. A long term; self sustaining program is most often not accomplished

TMC Compeds works towards a self sustaining and healthy community through the combined LGU and community support.

Step 5- What is the size of the market from the 3 C perspectives (customer, company and competition)

http://www.nscb.gov.ph/headlines/StatsSpeak/100706_rav_poverty.asp

Step 6- Product: What is the product. How many variants does it have. How does it look in the shelf vs.

competitors

The Product: TMC Compeds It is a community based healthcare intervention aimed

at children and their families living in substandard communities

Communities are chosen among the indigent communities within Quezon City

Only 1 community at a time is being handled, until they are self sufficient.

The initiative is headed by Pediatric consultants with the help of residents as well as clinical clerks

The main idea is that by providing access to sufficient healthcare and empowerment programs, families can provide better care of their young.

Step 7- Promo: How is the product promoted (Integrated marketing communications: Mass Communication- Sales Promotions, Advertising, Public Relations, Events and Experiences; Personal Communication- Direct Marketing, Interactive Marketing, Personal Selling and

Word of Mouth)

Direct marketing would be best for this kind of programs. Long term program Single community at a time Direct marketing creates the opportunity to connect

with the customer at a deeper level, essential for long term project support

Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it generally

priced (premium, parity or discount)

Price: Non profit Organization. Price is at cost

Step 9- Place- Where is the product distributed? How does it reach the customers?

Place: Pasig City Proximity to the TMC is an important factor because

the people involved still have duties to the hospital and their individual patients

Focusing on communities bordering the main hospital makes more sense than looking at other places immediately

Step 10- What is the generic winning strategy- Low Cost Producer? Supply & Distribution Leverage, Differentiation,

Niche?

Generic wining strategy: Differentiation Holistic approach to providing healthcare Long term/sustainable interventions Joint effort of everyone concerned (LGU &

Community) Empowerment, not dole out

10STEP MARKETING PLAN FOR TMC COMPEDS

VINCENT ABADILLA