1 10 STEP Marketing Plan for (Healthy Schools Inc.) Amoroso, Nyl Jarem P. August 2015
1
10 STEP Marketing Plan for (Healthy Schools Inc.)
Amoroso, Nyl Jarem P.August 2015
1. Identify your target (PTM)2. What do they need, want, demand
(NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your PTM and market
6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the marketing mix & strategy
1. Describe the primary target market (PTM)*
Demographics (Age range: 7-18 years old, Class A-B-C, Single)
Lifestyle (School, Sports, other Extracurricular Activities)
Behavior (coming in for check-up and treatment, annual school physical examination, health education)
2. PTM’s needs, wants & demands Needs: Self-development and realization, safety and
social needs
Wants: Wellness, Annual Physical Exam, Laboratories, Clinic, emergency care
Demands: convenience, proximity, continuity of care
3a. Direct and indirect products that address my PTM’s NWD Padre Pio Hospital, St. Mattheus
Hospital, TMC Satellite Clinic, and other Private Clinics
Determine the variables that affect choice of product, brand Price Proximity Time of Consult
Benefit PositioningBenefit Positioning vs. Brand Matrix
as of 2011
Healthy Schools Hospital Clinic
Annual Physical Exam
Yes No No
Diagnostics Yes/No Yes NoER – Trauma Yes Yes No
Physician to Patient ratio
1:1 1:10 1:1
Time to attend to patient
5-10 minutes 1 hour Depends on cue
4. Identify the gap between customers and competition
Where is the marketing opportunity?- Small to Medium-sized private schoolsWhat NWDs are not being addressed?- Continuity of care, emergency care, health educationWhat can be the unique selling- “faster” emergency care management, essential
diagnostics, health-education, school partnership in terms of health
5a. Estimate the market size
- 45 Private Schools in San Mateo, Rizal (Dep-Ed)
Approximately an average of 200+ students per private school – 200*45 = 9000 students per school year
5b. Estimate the market size using company data
Guesstimate on market share 35% if the store will be strategically
located near the schools in the elevated areas of San Mateo
5c. Estimate the market size using customer data
1. Usage per day or per year Annual Physical Exam Quarterly Follow-up As needed/Emergency Care
6a. Photo of product category
6a. Show how product looks vs. competition
6b. Product Description
2-Storey Health Complex- With imaging machines (x-ray ,ultrasound)- 10-bedroom Emergency Care facility with equipments
for Basic and Advance Life Support- Orthopedics Clinic- With a team of emergency care physicians and
nurses
7. Price
HSI Hospitals ClinicConsultation 200 800-1000 300-500Emergency Care
500 800-2000 None
School Package
500/student/annually
Or
300/student/quarterly
None None
8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
8a. Your products Promotions
Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.
Show executions of this (from websites, print ads, actual commercials)
8a. Samples of Promo
ONE-STOP CLINIC FOR SCHOOLS
8b. Competitor promo
Show also how your key competitors communicate
Their commercialsTheir websites
And why your communication stands out
8b. Competitor promo
Samples
Can be multiple slides
9. Place
Where is your product available? In areas where there are a considerable
population of small to middle-sized private schools that is NOT within proximity of a healthcare facility
10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche