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10 STEP Marketing Plan for SV MORE Center for Diabetes

Michael Allen Santillana August 2015

www.svmoregroup.net/centerfordiabetes

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

1.  SV MORE Center for Diabetes’ primary target market will be people ages 20-79, and afflicted with type 1 or type 2 diabetes.

2.  Those who need and want efficient and personalized health care

3.  Hospitals with diabetes centers, other diabetes specialty centers

4.  Opportunity to provide specialized care for diabetics 5.  Total market = Php 30 B; total adult cases (20-79 y/o)

in 2014: 3.3 Million

Steps 1 to 5 Summary headline of your PTM and market

6.  Equipped with doctor’s clinic for consultation and diabetes counseling

7.  Fair pricing methods, price matching 8.  Promotional materials, membership

packages; promotion with parent pharmaceutical company; referrals

9.  Satellite center in Quezon City 10.  Niche and Differentiation

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

1. Describe the primary target market (PTM)*

n  Demographics: ages 20-79, Male and Female, regardless of social class

n  Lifestyle: career individuals, retirees, health conscious

n  Behavior: annual laboratory screening, especially for people over 40 y/o

2. My PTM’s NWD

Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product

Note: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow

Describe your PTM needs

7

Self-Actualization Needs

(Self-Development & Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I realize I am happiest when I am and function at my best

I am getting premium care; I feel the support

I will feel safe here.

2. PTM’s needs, wants & demands Needs: Getting better physically, mentally, emotionally;

autonomy, belongingness, self-esteem Wants: SV MORE Center for Diabetes provides premium

care with low cost professional fees Demands: Best equipment, facilities, ambiance, and

atmosphere. Can be instrumental for optimal support.

3a. Direct and indirect products that address my PTM’s NWD n  Direct: Diabetes Centers of The Medical City,

Makati Medical Center, St. Luke’s Global n  Indirect: Nursing care homes, other diabetes

specialty centers, home therapy (?) n  Variables: age, severity, accessibility,

membership packages, level of care and support

3b. Positioning Maps

Price/ Age Matrix

0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

A-B

C-D Others

St. Luke’s

TMC SVM CFD

4. Identify the gap between customers and competition

Where is the marketing opportunity? n  Opportunity in providing efficient,

personalized, and the best possible nutritional and medical care for diabetes patients.

What NWDs are not being addressed? n  Accessibility (only in Quezon City, Tomas

Morato area)

5a. Estimate the market size using competitor data

1. Total health expenditure of the Philippines 2014: Php 234 B

2. Expenditure on Diabetes: 12.8% or Php 30 B 3. Richest quartile consulted doctors/clinics:

48% share 4. Self care: 50% 5. Stake due to Niche Marketing: 1% by SV

MORE Center for Diabetes

5b. Estimate the market size using company data

1.  Claimed market share 2.  Guesstimate on market share

n  Fair share of market n  Distribution extent

3.  Historical sales

5c. Estimate the market size using customer data

n  PH population 2015: 101 M n  Women ≥ 20 y/o who are obese: 8.08% n  Men ≥ 20 y/o who are obese: 4.50% n  Diabetes-related Expenditure per Person

n  Php 9,270.00

6a. Photo of product category

6b. Product Description

The SV MORE Center for Diabetes will offer comprehensive care of complex cases of diabetes and preventive management for all patients with diabetes and pre-diabetic conditions chiefly in Quezon City. It will complement the services of its parent pharmaceutical corporation, the currently operating SV MORE Group of Companies in terms of the latter’s ability to provide for and prescribe low-cost, highly efficient oral anti-diabetic agents. This Center will be a community leader by reshaping diabetes health care management for this growing patient population.

7. Price

n  Get prices of your product n  Creatively compare vs. competitors

across different pack sizes and variants n  Quantify the price difference in % terms

vs. competitors n  Conclude on what pricing strategy is

being used

8a. Samples of Promo

8b. Competitor promo

9. Place

n  SV MORE Center for Diabetes will be located in SV MORE Group Corporate Center n  Key areas of consideration for branching

out: Makati, BGC, Pasig, New Manila

10. What is the generic winning strategy?

Which of the 4 strategies are being used? n  Low Cost of Services and Professional Fees n  Promotion with well-known parent

company n  Differentiation (vs. Dietitians/Nutritionists;

SV MORE Center for Diabetes can cater to medical needs)

n  Niche Marketing