10-Step Marketing Plan
REVITALIZE:
A Rehydration Center
ANG, JeffrayCHAVEZ, Jover
CO KEHYENG, Leslie CharmainePAAYAS, Judith
10 January 2011
10 Step Marketing Plan:REVITALIZE
1. Revitalize is for the young and old who are dehydrated and…
2. who want to survive
3. can choose to go to emergency rooms and clinics or self-medicate with oral remedies.
4. The gap is the relatively high cost of supportive care for dehydration.
5. The MARKET SIZE is PhP 200 M.
10 Step Marketing Plan:REVITALIZE
6. REVITALIZE rehydration center
7. is more affordable
8. uses a mix of mass and personal communication
9. is located nationwide
10.uses a combination of low cost and differentiation strategies to succeed
POSITIONING TO THE TARGET MARKET
For the young and old who are dehydrated…
DEMOGRAPHICS All age groups, male and female, across all social classes who are willing to avail of the service
LIFESTYLE People from all walks of life
BEHAVIOR Patients who are concerned with health and immediately seek relief from or cure for ailment
10 Step Marketing Plan:REVITALIZE
10 Step Marketing PlanREHYDRATION CENTER
to live and survive
accessible healthcare
best possible healthcare
Dehydrated patients…
NEED to survive and live
WANT Rehydration Centers because of affordability
easier access specialized healthcare delivery
EXPECT more personalized quality service,adequate facilities
10 Step Marketing Plan:REVITALIZE
DIRECT COMPETITORS
10 Step Marketing Plan:REVITALIZE
INDIRECT COMPETITORS
10 Step Marketing Plan:REVITALIZE
Formidable competitors include
DIRECT Hospital Emergency FacilitiesHealth Centers
INDIRECT Oral Rehydration SaltsOther Electrolyte Drinks
VARIABLES price, availability, convenience, specificity of service, quality of service
10 Step Marketing Plan:REVITALIZE
REHYDRATIONCENTERS
Hospital ERs Health Centers
Cost(Affordability)
Availability
Convenience(Accessibility)
Specific Service
Quality of Service
COMPETITIVE POSITION MAPS
10 Step Marketing Plan:REVITALIZE
a unique mix of
AFFORDABILITYand
HIGH QUALITY
10 Step Marketing Plan:REVITALIZE
• UN Data:
– Market Sales ~ PhP 1 B
– UN market share ~ 50%
– Private rehydration centers ~ 10%
• Therefore, PhP 1 B * 0.1 = PhP 100 M
Estimated MARKET SIZE is PhP 100 M
10 Step Marketing Plan:REVITALIZE
• Incidence of Diarrhea x PhP 20
• 603,287 x PhP 500 = PhP 301,642,500
10 Step Marketing Plan:REVITALIZE
• Competitor Data = PhP 1 B
• Company Data = PhP 100 M
• Usage Data = PhP 301 M
Estimated MARKET SIZE is PhP 200 M
10 Step Marketing Plan:REVITALIZE
THE MARKETING MIX STRATEGY
10 Step Marketing Plan:REVITALIZE
Dehydration treatment may be achieved through
• REVITALIZE presents an ideal way of providing health service with affordability, without sacrificing quality.
• Service is individualized.
• It follows internationally accepted standards in treating patients.
10 Step Marketing Plan:REVITALIZE
• Total Package = PhP 500
• Revitalize is generally priced at a discount compared to its competition.
– as much as 10x cheaper than Emergency Department treatment in the leading private hospitals
10 Step Marketing Plan:REVITALIZE
• PROMOTION will employ a mix of Mass and Personal Communication.
– TV and Radio
– Multimedia
– Word of Mouth
10 Step Marketing Plan:REVITALIZE
• REVITALIZE centers are located nationwide.– one in each municipal area
– strategic, high-density areas
10 Step Marketing Plan:REVITALIZE
• REVITALIZE combines the strategies of low-cost producer and differentiation.
– generally lower prices
– very specialized, excellent service
10 Step Marketing Plan:REVITALIZE
SUMMARY
10 Step Marketing Plan:REVITALIZE
1. Revitalize is for the young and old who are dehydrated and…
2. who want to survive
3. can choose to go to emergency rooms and clinics or self-medicate with oral remedies.
4. The gap is the relatively high cost of supportive care for dehydration.
5. The MARKET SIZE is PhP 200 M.
10 Step Marketing Plan:REVITALIZE
6. REVITALIZE rehydration center
7. is more affordable
8. uses a mix of mass and personal communication
9. is located nationwide
10.uses a combination of low cost and differentiation strategies to succeed
10-Step Marketing Plan
REVITALIZE:
A Rehydration Center
ANG, JeffrayCHAVEZ, Jover
CO KEHYENG, Leslie CharmainePAAYAS, Judith
10 January 2011
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