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Marketing Plan: American Marketing Plan: American Eye Center-Greenbelt Eye Center-Greenbelt
(AEC)(AEC)Bernardo, Cruz, de Leon*, Rivera
-Agoncillo, Asperas, Cosalan, Tanbonliong-
Industry AnalysisIndustry Analysis
New Entrants
Threat of potential new competitors
HospitalsMore efficient service by other eye clinics
Suppliers Industry competition
Consumers
Bargaining power of suppliers
Rivalry among competing firms
Bargaining power of consumers
No need for suppliers Asian Eye InstituteOther Eye Specialty Clinics
Respectable doctorsServiceCostFear
Substitute Products
Threat of substitute products
EyeglassesContact lenses Blindness
Current Situation: AEC-Shangri-LaCurrent Situation: AEC-Shangri-La
Services:◦Diagnostic◦Consultation◦Surgery and Treatment
Market SegmentMarket Segment
CLASS # OF PATIENTS
A 9
B 33
C 29
D 6
E 0
Market SegmentMarket Segment
Market SegmentMarket Segment
Market SegmentMarket Segment
Market SegmentMarket Segment
Market SegmentMarket Segment
Market SegmentMarket Segment
Market positioning vs. Product Market positioning vs. Product PositioningPositioning
Pioneer in LASIK surgery◦More popular for LASIK surgery than cataract
treatmentsHigh quality of serviceSub-specialized doctorsWell-trained staffManaged by Associated Eye Specialists
Current Promotional TacticsCurrent Promotional Tactics
ReferralsBillboardsTelevision segmentsNewspaper articlesMagazine ads(insert images)
Competitive situation: Asian Eye Competitive situation: Asian Eye InstituteInstitute
Located in the Makati areaYounger than AECSatellite Branches: Trinoma, Mall of AsiaSame services as AECLeading in cataract surgeryInformative websiteMedical Travel Package
SWOTSWOT
STRENGTHSEstablished nameStrategic locationSub-specialized doctorsAffiliation with other establishments
◦HMOs, hospitals, companiesLoyal patients
SWOT
WEAKNESSESLower market share in cataract surgeryLack of publicity in MakatiLack of a more informative websitePromos that may attract foreigners
SWOT
OPPORTUNITIESPenetrable marketIncreasing number of cataract victimsIncreasing awareness and concern for
proper eye careBooming medical tourism
SWOT
THREATSOther eye specialty clinicsCost-cutting
SWOT
STRATEGIESName is already established so it can
withstand competitionEducateMarket, market, market!Create more attractive offers
Marketing Goals and ObjectivesMarketing Goals and Objectives
Market TargetingMarket Targeting
SIZE OF NEW MARKETPopulation
Makati’s average annual family income: Php534,058
Age group Percentage of the population
0-14 29%
15-64 67%
65 above 4%
Market TargetingMarket Targeting
SIZE OF NEW MARKETMakati’s average annual family
expenditure:Php423,023 Business establishmentsFirst class residencesMallsRoute of vehicles
Market Targeting
DEMOGRAPHIC CHARACTERISTICSClass A – B
A B- Average monthly income: Php 50,000 above-College and post-graduate degree (prestigious schools)-First class gated subdivisions-High prestige occupation
-High class gated subdivisions or condominiums- College and post-graduate degrees (private schools)-High prestige occupation (2nd in rank)
Market Targeting
DEMOGRAPHIC CHARACTERISTICSPatients aged 40 and abovePeople within the Makati vicinity
Promotion TacticsPromotion Tactics
A tarpaulin at the entrance of the Shangri-la branch of the American Eye Center
Flashing an ad or a short commercial on the television sets in the waiting area.
Promotion on the American Eye Center Website
Promotion TacticsPromotion Tactics
Sales Promotion: Loyalty Reward Program Public Relations: Conference and
SeminarsPosters and flyers on strategic locations
such as elevators, escalators and walkways.
Promotion TacticsPromotion Tactics
Publish ads about the new branch in local and international magazines.
Write newspaper articles about the new branch.
Promote the new branch on TV shows (plugs)
Promotion TacticsPromotion Tactics
Promote the new branch on TV (ads)Give promotional discounts for the
employees of partner companiesPersonal selling: Word of mouth
ProjectionsProjections
Projections
4% increase in their clients per month10% increase quarterly60% annually