Transcript
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10 Step Marketing Plan for TMC Community Pediatrics Service Unit (Compeds)
Lourdes Tan
+5 Steps for Part 1
1. Primary Target Market
2. Needs, Wants and Expectations
3. Choices, Competitors
4. Opportunity, Gap
5. How big is the Market, Cost, Consumer, Competition
+Step 1: PTM
Purok Ilugin, Barangay Pinagbuhatan (Pop’n 130,000), Pasig City
Ages 18 years old and below, Class E and D
Depressed area
Live in subsistence
Poor health seeking behavior
+Step 2: NWE
Needs: Health Promotion
Wants: Healthier Barangay
Expectations: Opportunity to practice good hygiene into becoming a habit
Maslow: Want Security knowing that healthier lives leads to become progressive individuals of society
+Step 3: Competitors Direct:
Barangay Health Center Rotary Club of Pasig Medical Missions Pasig Dental Association
Indirect: Ilugin Elementary School Ilugin Homeowners Association Barangay Officers
Variables: Within vicinity, sense of community,
organized
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TMC Comp
Position Mapping
Sustainable
Not sustainable
More Community Involvement
Lesser Community Involvement
BHC
Med Missio
n
Rotary
Dental Assoc
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BHCP
Position Mapping
Needs Met
TMC Comp
Needs Not Met
More Community Involvement
Lesser Community Involvement
Rotary
Dental Assoc
Med Missio
n
+Step 4: Gaps
Gaps in actually involving the community to make programs that meet their needs and be more sustainable
TMC Compeds Empowers the community Addressing REAL needs of community More sustainable
+Step 5: Market Size
http://nscb.gov.ph/headlines/StatsSpeak/100706_rav_poverty.asp
+Step 6: Product
+5 Steps for Part 2
6. Product
7. Promo
8. Price
9. Place
10. Winning Strategy
+Step 6: Product
TMC Compeds “Empowers communities thru collaborative
partnership with other socially responsible agencies”
Develops and executes Community Health Programs: (1) Health Service Delivery, (2) Capability building, (3) Health Promotion, (4) Community organization, (5) Coordination and Networking
Aims at sustainability
+Step 7: Promo
Personal Communication: Direct Marketing Direct involvement with
end users For the community by
the community Health
+Step 8: Price
Non-profit organization
+Step 9: Place
Barangay Pinagbuhatan, Pasig City
Close proximity to TMC, which is the training hospital for the pediatricians
Compeds is a requirement in the Philippine Pediatric Society
+Step 10: Winning Strategy
Differentiation: TMC Compeds Empowers the
community Addressing REAL needs
of community Sustainability
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