Mitera

The Mother’s PlaceThe Mother’s PlaceThe Mother’s PlaceThe Mother’s Place

Our mission is to be the high quality convenient Our mission is to be the high quality convenient maternity care provider center in order to satisfy all maternity care provider center in order to satisfy all mother-to-be and newly mothers’ needs and wants mother-to-be and newly mothers’ needs and wants

during and also after their pregnancy period. during and also after their pregnancy period.

We hope that every mother would stay healthy and We hope that every mother would stay healthy and deliver the baby safely, by providing our best deliver the baby safely, by providing our best

professionally services and products. professionally services and products.

Our mission is to be the high quality convenient Our mission is to be the high quality convenient maternity care provider center in order to satisfy all maternity care provider center in order to satisfy all mother-to-be and newly mothers’ needs and wants mother-to-be and newly mothers’ needs and wants

during and also after their pregnancy period. during and also after their pregnancy period.

We hope that every mother would stay healthy and We hope that every mother would stay healthy and deliver the baby safely, by providing our best deliver the baby safely, by providing our best

professionally services and products. professionally services and products.

Our goal is to be perceived as number 1 in high quality Our goal is to be perceived as number 1 in high quality convenient maternity care provider center in Thailand.convenient maternity care provider center in Thailand.

Our goal is to be perceived as number 1 in high quality Our goal is to be perceived as number 1 in high quality convenient maternity care provider center in Thailand.convenient maternity care provider center in Thailand.

• Our employees are well trained and superior Our employees are well trained and superior in quality, knowledge, language use and service in quality, knowledge, language use and service mindmind

• Build warm and comfy environmentBuild warm and comfy environment

• All needs and wants of maternity are serving All needs and wants of maternity are serving herehere

• Solve the right customer’s problem and serve Solve the right customer’s problem and serve the right customer’s needs and wantsthe right customer’s needs and wants

• Impression all customer and build good Impression all customer and build good relationship during and post purchasingrelationship during and post purchasing

• Our employees are well trained and superior Our employees are well trained and superior in quality, knowledge, language use and service in quality, knowledge, language use and service mindmind

• Build warm and comfy environmentBuild warm and comfy environment

• All needs and wants of maternity are serving All needs and wants of maternity are serving herehere

• Solve the right customer’s problem and serve Solve the right customer’s problem and serve the right customer’s needs and wantsthe right customer’s needs and wants

• Impression all customer and build good Impression all customer and build good relationship during and post purchasingrelationship during and post purchasing

• Decreasing in pregnancy rate in Thailand due to Decreasing in pregnancy rate in Thailand due to the change of…the change of…

o people’s lifestyle people’s lifestyle o people’s attitudepeople’s attitudeo higher educationhigher educationo higher cost of livinghigher cost of living

• Decreasing in pregnancy rate in Thailand due to Decreasing in pregnancy rate in Thailand due to the change of…the change of…

o people’s lifestyle people’s lifestyle o people’s attitudepeople’s attitudeo higher educationhigher educationo higher cost of livinghigher cost of living

• Birth rate in Thailand per year ≈ 800,000 Birth rate in Thailand per year ≈ 800,000 • Birth rate in Thailand per year ≈ 800,000 Birth rate in Thailand per year ≈ 800,000

• Decreasing in infant mortality rate in Thailand Decreasing in infant mortality rate in Thailand due to…due to…

o higher educationhigher educationo advancement in medical technologiesadvancement in medical technologies

• Decreasing in infant mortality rate in Thailand Decreasing in infant mortality rate in Thailand due to…due to…

o higher educationhigher educationo advancement in medical technologiesadvancement in medical technologies

• Increasing numbers of health conscious peopleIncreasing numbers of health conscious people• Increasing numbers of health conscious peopleIncreasing numbers of health conscious people

SegmentationSegmentation: Geodemographic: GeodemographicSegmentationSegmentation: Geodemographic: Geodemographic

PositioningPositioning: High quality convenient maternity care : High quality convenient maternity care provider centerprovider center

PositioningPositioning: High quality convenient maternity care : High quality convenient maternity care provider centerprovider center

TargetTarget: Niche market = Mother-to-be and newly : Niche market = Mother-to-be and newly mothers with…mothers with…

o moderate – high incomemoderate – high incomeo lower middle class – upper upper classlower middle class – upper upper classo urban area residenturban area resident

TargetTarget: Niche market = Mother-to-be and newly : Niche market = Mother-to-be and newly mothers with…mothers with…

o moderate – high incomemoderate – high incomeo lower middle class – upper upper classlower middle class – upper upper classo urban area residenturban area resident

THREATTHREATTHREATTHREATOPPORTUNITYOPPORTUNITYOPPORTUNITYOPPORTUNITY

WEAKNESSWEAKNESSWEAKNESSWEAKNESSSTRENGTHSTRENGTHSTRENGTHSTRENGTH

• Pioneer in this business Pioneer in this business • LocationLocation

• High QualityHigh Quality• ConvenienceConvenience

• One-stop centerOne-stop center• Variety of productsVariety of products

• Pioneer in this business Pioneer in this business • LocationLocation

• High QualityHigh Quality• ConvenienceConvenience

• One-stop centerOne-stop center• Variety of productsVariety of products

• High price for products and servicesHigh price for products and services• High price for products and servicesHigh price for products and services

• Pregnancy ratePregnancy rate• Birth rateBirth rate

• CompetitorsCompetitors• EconomicEconomic

• HealthHealth• WarWar

• Pregnancy ratePregnancy rate• Birth rateBirth rate

• CompetitorsCompetitors• EconomicEconomic

• HealthHealth• WarWar

• DemographicDemographic• EconomicEconomic

• TrendTrend

• DemographicDemographic• EconomicEconomic

• TrendTrend

HospitalsHospitals: Obstetrics and midwifery: Obstetrics and midwiferyHospitalsHospitals: Obstetrics and midwifery: Obstetrics and midwifery

Specialized storesSpecialized stores: Fitness center, Spa, Salon, Day : Fitness center, Spa, Salon, Day care, Book stores, Café, Furniture storescare, Book stores, Café, Furniture stores

Specialized storesSpecialized stores: Fitness center, Spa, Salon, Day : Fitness center, Spa, Salon, Day care, Book stores, Café, Furniture storescare, Book stores, Café, Furniture stores

Department storesDepartment stores: Clothing section, Baby section, : Clothing section, Baby section, Toys Section, Furniture sectionToys Section, Furniture section

Department storesDepartment stores: Clothing section, Baby section, : Clothing section, Baby section, Toys Section, Furniture sectionToys Section, Furniture section

INTERNALINTERNALMARKETINGMARKETING

INTERNALINTERNALMARKETINGMARKETING

HOLISTICHOLISTICMARKETINGMARKETING

SOCIALLYSOCIALLYRESPONSIBLERESPONSIBLEMARKETINGMARKETING

SOCIALLYSOCIALLYRESPONSIBLERESPONSIBLEMARKETINGMARKETING

RELATIONSHIPRELATIONSHIPMARKETINGMARKETING

RELATIONSHIPRELATIONSHIPMARKETINGMARKETING

INTERGRATEDINTERGRATEDMARKETINGMARKETING

INTERGRATEDINTERGRATEDMARKETINGMARKETING

INTERNAL MARKETINGINTERNAL MARKETINGINTERNAL MARKETINGINTERNAL MARKETING

•CEOs treat employees like familyCEOs treat employees like family

• Annually efficiency developing seminar Annually efficiency developing seminar

• Carry on brand building to help employees Carry on brand building to help employees understand and be enthusiastic about brand understand and be enthusiastic about brand promisepromise

• Policy supporting employees’ workPolicy supporting employees’ work

• Policy on serving customers ethicallyPolicy on serving customers ethically

• Think consumerThink consumer

•CEOs treat employees like familyCEOs treat employees like family

• Annually efficiency developing seminar Annually efficiency developing seminar

• Carry on brand building to help employees Carry on brand building to help employees understand and be enthusiastic about brand understand and be enthusiastic about brand promisepromise

• Policy supporting employees’ workPolicy supporting employees’ work

• Policy on serving customers ethicallyPolicy on serving customers ethically

• Think consumerThink consumer

INTERGRATED MARKETINGINTERGRATED MARKETINGINTERGRATED MARKETINGINTERGRATED MARKETING

PRODUCTPRODUCTPRODUCTPRODUCT

PRICEPRICEPRICEPRICE

CHANNELCHANNELCHANNELCHANNEL

IMCIMCIMCIMC

ProductProduct• Products and services are Products and services are differentiateddifferentiated

o distinctivedistinctiveo superiorsuperioro preemptivepreemptive

• Products and services are Products and services are differentiateddifferentiated

o distinctivedistinctiveo superiorsuperioro preemptivepreemptive

• Products and services are based on Products and services are based on our survey to satisfy customer needs our survey to satisfy customer needs and wantsand wants

• Products and services are based on Products and services are based on our survey to satisfy customer needs our survey to satisfy customer needs and wantsand wants

Mother’s ProductsMother’s ProductsMother’s ProductsMother’s ProductsBaby’s ProductsBaby’s ProductsBaby’s ProductsBaby’s Products

•Mother’s Clothing and AccessoriesMother’s Clothing and Accessories- Maternity Business Wear- Maternity Business Wear- Maternity Casual Wear- Maternity Casual Wear- Maternity Formal Wear- Maternity Formal Wear- Maternity Intimate Apparel- Maternity Intimate Apparel- Maternity Swim Wear- Maternity Swim Wear- Maternity Shoes- Maternity Shoes- Designer Diaper Bags- Designer Diaper Bags

•Mother’s Body Care ProductMother’s Body Care Product

•Mother’s Clothing and AccessoriesMother’s Clothing and Accessories- Maternity Business Wear- Maternity Business Wear- Maternity Casual Wear- Maternity Casual Wear- Maternity Formal Wear- Maternity Formal Wear- Maternity Intimate Apparel- Maternity Intimate Apparel- Maternity Swim Wear- Maternity Swim Wear- Maternity Shoes- Maternity Shoes- Designer Diaper Bags- Designer Diaper Bags

•Mother’s Body Care ProductMother’s Body Care Product

•Baby’s ClothingBaby’s Clothing

•Baby’s ProductBaby’s Product- Bathtubs & Baby Care - Bathtubs & Baby Care - Books & Toys - Books & Toys - Bottles & Pacifiers - Bottles & Pacifiers - Bouncers & Swings - Bouncers & Swings - Breast Feeding Supplies - Breast Feeding Supplies - Car Seats- Car Seats- Diapers & Potties- Diapers & Potties- Highchairs- Highchairs- Monitors & Safety- Monitors & Safety- Strollers & Joggers- Strollers & Joggers

•Personalized Baby FurniturePersonalized Baby Furniture- Cribs- Cribs- Furniture- Furniture

•Baby’s ClothingBaby’s Clothing

•Baby’s ProductBaby’s Product- Bathtubs & Baby Care - Bathtubs & Baby Care - Books & Toys - Books & Toys - Bottles & Pacifiers - Bottles & Pacifiers - Bouncers & Swings - Bouncers & Swings - Breast Feeding Supplies - Breast Feeding Supplies - Car Seats- Car Seats- Diapers & Potties- Diapers & Potties- Highchairs- Highchairs- Monitors & Safety- Monitors & Safety- Strollers & Joggers- Strollers & Joggers

•Personalized Baby FurniturePersonalized Baby Furniture- Cribs- Cribs- Furniture- Furniture

Mother’s ProductsMother’s ProductsMother’s ProductsMother’s Products

Baby’s ProductsBaby’s ProductsBaby’s ProductsBaby’s Products

ServicesServicesServicesServices•Mitera Parenting ClassesMitera Parenting Classes- Childbirth prep- Childbirth prep- Infant CPR- Infant CPR- Infant Massage- Infant Massage- Infant Sign Language- Infant Sign Language- Sibling prep - Sibling prep - Baby Intelligent Developing Class- Baby Intelligent Developing Class

•Mitera Fitness CenterMitera Fitness Center- Maternity Fitness Course- Maternity Fitness Course- Water Fitness Course- Water Fitness Course- Maternity Yoga Course- Maternity Yoga Course- Shape Up With Baby Course- Shape Up With Baby Course- Mother and Baby Exercise- Mother and Baby Exercise

•Mitera Photo StudioMitera Photo Studio

•Mitera Nail Salon and Mitera Nail Salon and MassageMassage

•Mitera Café and Book Mitera Café and Book ClubClub

•Assorted Medical Assorted Medical ConditionsConditions

•Nutrition CounselingNutrition Counseling

•Emotional CounselingEmotional Counseling

•Product deliveryProduct delivery

•Baby sitting Baby sitting

ServicesServicesServicesServices

PricePrice

• Value-based pricing Value-based pricing strategystrategy

• Value-based pricing Value-based pricing strategystrategy

CustomersCustomersCustomersCustomers ValueValueValueValue PricePricePricePrice CostCostCostCost ProductProductProductProduct

ChannelChannel• Direct channel Direct channel through…through…

o Mitera store at ThonglorMitera store at Thongloro Mitera websiteMitera websiteo Mitera call centerMitera call center

• Direct channel Direct channel through…through…

o Mitera store at ThonglorMitera store at Thongloro Mitera websiteMitera websiteo Mitera call centerMitera call center

IMCIMC• AdvertisingAdvertising

o women magazinewomen magazineo expressway billboard (Plernchit, RamaIX)expressway billboard (Plernchit, RamaIX)

• AdvertisingAdvertisingo women magazinewomen magazine

o expressway billboard (Plernchit, RamaIX)expressway billboard (Plernchit, RamaIX)

• Sales PromotionSales Promotiono members will receive 5% discount on Mitera’s services, and members will receive 5% discount on Mitera’s services, and

10% discount on Mitera’s products10% discount on Mitera’s productso customers who take more than 3 classes or courses will customers who take more than 3 classes or courses will

receive 10% discount on Mitera’s servicesreceive 10% discount on Mitera’s services

• Sales PromotionSales Promotiono members will receive 5% discount on Mitera’s services, and members will receive 5% discount on Mitera’s services, and

10% discount on Mitera’s products10% discount on Mitera’s productso customers who take more than 3 classes or courses will customers who take more than 3 classes or courses will

receive 10% discount on Mitera’s servicesreceive 10% discount on Mitera’s services

• Public RelationsPublic Relationso women TV programwomen TV programo health TV programhealth TV programo mother TV programmother TV program

• Public RelationsPublic Relationso women TV programwomen TV programo health TV programhealth TV programo mother TV programmother TV program

MagazinesMagazinesMagazinesMagazines

TV ShowsTV ShowsTV ShowsTV Shows

SOCIALLY RESPONSIBLE MARKETINGSOCIALLY RESPONSIBLE MARKETINGSOCIALLY RESPONSIBLE MARKETINGSOCIALLY RESPONSIBLE MARKETING

DonationDonation

•3% of every year profits will be donated 3% of every year profits will be donated to…to…

o orphanage and disabled childrenorphanage and disabled childreno economically disadvantage mother-to-beeconomically disadvantage mother-to-beo women with breast cancer and uterus women with breast cancer and uterus

cancercancer

DonationDonation

•3% of every year profits will be donated 3% of every year profits will be donated to…to…

o orphanage and disabled childrenorphanage and disabled childreno economically disadvantage mother-to-beeconomically disadvantage mother-to-beo women with breast cancer and uterus women with breast cancer and uterus

cancercancer

RELATIONSHIP MARKETINGRELATIONSHIP MARKETINGRELATIONSHIP MARKETINGRELATIONSHIP MARKETINGCustomer Relationship ManagementCustomer Relationship Management

• Serve all customers with warm welcomeServe all customers with warm welcomeo create friendly atmospherecreate friendly atmosphereo provide welcome drinkprovide welcome drinko provide interpreter for non-Thai speaking provide interpreter for non-Thai speaking

customerscustomerso provide overall information about Miteraprovide overall information about Miterao let new customers tour Mitera centerlet new customers tour Mitera centero provide healthy snacks and drinks after each classprovide healthy snacks and drinks after each classo let customers evaluate Mitera products and let customers evaluate Mitera products and

servicesservices

• Collect customers dataCollect customers datao send thank you card to all first time visiting send thank you card to all first time visiting

customerscustomerso send Birthday card to all memberssend Birthday card to all memberso send Birthday present only to VIP memberssend Birthday present only to VIP memberso send card and gift voucher only to the newly send card and gift voucher only to the newly

mothermother

Customer Relationship ManagementCustomer Relationship Management

• Serve all customers with warm welcomeServe all customers with warm welcomeo create friendly atmospherecreate friendly atmosphereo provide welcome drinkprovide welcome drinko provide interpreter for non-Thai speaking provide interpreter for non-Thai speaking

customerscustomerso provide overall information about Miteraprovide overall information about Miterao let new customers tour Mitera centerlet new customers tour Mitera centero provide healthy snacks and drinks after each classprovide healthy snacks and drinks after each classo let customers evaluate Mitera products and let customers evaluate Mitera products and

servicesservices

• Collect customers dataCollect customers datao send thank you card to all first time visiting send thank you card to all first time visiting

customerscustomerso send Birthday card to all memberssend Birthday card to all memberso send Birthday present only to VIP memberssend Birthday present only to VIP memberso send card and gift voucher only to the newly send card and gift voucher only to the newly

mothermother

Sensory BrandingSensory Branding• Visual Identity - Visual Identity - Spa-liked and cozy environment with a Spa-liked and cozy environment with a lot of treeslot of trees

• Sonic Identity - Sonic Identity - Soft music (use music for baby’s Soft music (use music for baby’s development)development)

• Olfactory Identity - Olfactory Identity - Soft scent of clean and fresh flowersSoft scent of clean and fresh flowers

• Unique Touch and Impression - Unique Touch and Impression - Welcome drinkWelcome drink

TimeTime TaskTask PersonnelPersonnel CostsCosts

Jan 08 - May Jan 08 - May 0808

• ReconstructionReconstruction• DecorationDecoration

• Building ContractorsBuilding Contractors• Interior DesignerInterior Designer

60 million60 million

Dec 07 - Mar Dec 07 - Mar 0808

• Find suppliers and Find suppliers and product agenciesproduct agencies• Job interview for Job interview for professionals, professionals, specialists, and specialists, and employeesemployees

• Marketing Dep.Marketing Dep.• Human Resources Human Resources Dep.Dep.

17 million17 million

Mar 08 - Jun Mar 08 - Jun 0808

• Train employeesTrain employees • Human Resources Human Resources Dep.Dep.• ProfessionalsProfessionals• SpecialistsSpecialists

300,000300,000

Aug 08Aug 08 • Begin advertising for Begin advertising for openingopening

• Market Dep.Market Dep.• Ad. AgencyAd. Agency

300,000300,000

Sep 08Sep 08 • Open the businessOpen the business • All Dep.All Dep. 2.2 2.2 millionmillion

Oct 08Oct 08 • Continue advertisingContinue advertising • Marketing Dep.Marketing Dep.• Ad. AgencyAd. Agency

200,000200,000

Future PlanFuture PlanSecond yearSecond year Fifth yearFifth year• Provide Mitera shuttle busProvide Mitera shuttle bus

•Arrange special events for special Arrange special events for special occasionsoccasions

- Children’s day- Children’s day

- Mother’s day- Mother’s day

• Open new Mitera center in Chiang Open new Mitera center in Chiang MaiMai

•Open new Mitera shopping Open new Mitera shopping boutiques in important citiesboutiques in important cities

- Bangkok- Bangkok

- Chiang Mai- Chiang Mai

- Phuket- Phuket

- Kon Khan- Kon Khan

Presented byPresented by

Chingduang Poonnopatam Chingduang Poonnopatam ID#494 53168 28ID#494 53168 28Juthakarn Thesrak Juthakarn Thesrak ID#494 53071 28ID#494 53071 28

Keerati MahaplearkpongKeerati Mahaplearkpong ID#494 53059 28ID#494 53059 28Kittiporn Ansirimongkol Kittiporn Ansirimongkol ID#494 53036 28ID#494 53036 28Nattaporn Kaljaruek Nattaporn Kaljaruek ID#494 53290 28ID#494 53290 28Nuttamon Palawongse Nuttamon Palawongse ID#494 53122 28ID#494 53122 28

Presented byPresented by

Chingduang Poonnopatam Chingduang Poonnopatam ID#494 53168 28ID#494 53168 28Juthakarn Thesrak Juthakarn Thesrak ID#494 53071 28ID#494 53071 28

Keerati MahaplearkpongKeerati Mahaplearkpong ID#494 53059 28ID#494 53059 28Kittiporn Ansirimongkol Kittiporn Ansirimongkol ID#494 53036 28ID#494 53036 28Nattaporn Kaljaruek Nattaporn Kaljaruek ID#494 53290 28ID#494 53290 28Nuttamon Palawongse Nuttamon Palawongse ID#494 53122 28ID#494 53122 28