VIBES Case Study
9
V V ISUALLY ISUALLY I I MPAIRED MPAIRED B B ROTHERHOOD for ROTHERHOOD for E E XCELLENT XCELLENT S S ERVICES, Inc. ERVICES, Inc. A case analysis using the 7 of the13-P Approach Presentation by: Mark Valino 10 May 2010 Ateneo Graduate School of Business
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Case study and analysis using the 7 of the 13-P Approach.
Transcript of VIBES Case Study
VVISUALLY ISUALLY
IIMPAIRED MPAIRED
BBROTHERHOOD for ROTHERHOOD for
EEXCELLENT XCELLENT
SSERVICES, Inc.ERVICES, Inc.A case analysis using the 7 of the13-P Approach Presentation by:
Mark Valino10 May 2010
Ateneo Graduate School of Business
11stst PP: : POTENTIAL MARKETPOTENTIAL MARKETThe set of consumers who profess a sufficient level of interest in a market offer.
Low income to lower middle income
Male and female
Early 30’s and older
Busy urban dweller
22ndnd PP: : PRIMARY TARGET PRIMARY TARGET MARKETMARKET
Housewives and working mothers Skilled workers (men, strenuous physical activities at work)Believers of therapeutic/touch healingCharitable people/ who wants to help the blind
33rdrd PP: : POSITIONINGPOSITIONING
Reflexology at low cost
Wholesome services
Offers different services
Accessibility to clients
Help blind to gain employment
Nation building through therapeutic massage
44thth PP: : PRODUCTPRODUCT
Offers: Swedish, Shiatsu, Reflexology, and Acupressure
Different services: Home service, Bed massage, chair massage (whole body and parts)
Other programs and services: Corporate massage, trainings, adapted sports for the blind, and musical entertainment
55thth PP: : PRICEPRICEDIFFERENT MASSAGE RATES
SERVICE
BED MASSAGE
1-hour / whole body Php 290.00
30-minutes / body parts Php 170.00
CHAIR MASSAGE
1-hour / whole body Php 220.00
30-minutes / body parts Php 130.00
Affordable pricing schemes
Segmentized
66thth PP: : PROMOPROMOOFFERS PROMOTIONS Off-peak weekday rates, 10am to 2pm Off-peak weekend rates, 10am to 2pm
77thth PP: : PLACEPLACESTRATEGIC LOCATIONS FIT FOR TARGET MARKET
High traffic, urban, and central locations (malls, centers)
Locations are likely concentrated with low income to low middle income population
(Novaliches, Metro East, Valenzuela, Commonwealth, Tanay, and Baesa, among others)
Locations for discriminate market (Manila and Puerto Domestic Airports)
Home services in urban areas and one provincial (Palawan)
VVISUALLY ISUALLY
IIMPAIRED MPAIRED
BBROTHERHOOD for ROTHERHOOD for
EEXCELLENT XCELLENT
SSERVICES, Inc.ERVICES, Inc.A case analysis using the 7 of the 13-P Approach Presentation by:
Mark Valino10 May 2010
Ateneo Graduate School of Business
