Tan lou 10steps

+

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

+

TMC Comp

Position Mapping

Sustainable

Not sustainable

More Community Involvement

Lesser Community Involvement

BHC

Med Missio

n

Rotary

Dental Assoc

+

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