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
h
GK
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