This 10-step marketing plan summarizes Healthy Schools Inc.'s strategy to target private school students aged 7-18 in San Mateo, Rizal. The plan identifies the target market's needs and competitors. It analyzes the opportunity to provide continuity of care, emergency services, and health education. The plan estimates a market size of 9,000 students across 45 private schools. It proposes a 2-story health complex with emergency and orthopedic clinics, and competitive pricing. Promotions will utilize various communication modes. The facility will be located for accessibility. The overall strategy is differentiation through faster emergency care and essential on-site services tailored for schools.

1. 1
10 STEP
Marketing Plan for
(Healthy Schools Inc.)
Amoroso, Nyl Jarem P.
August 2015

2. 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

3. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

4. 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)

5. 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

6. 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

7. Benefit Positioning
Benefit Positioning vs. Brand Matrix
as of 2011
Healthy Schools Hospital Clinic
Annual Physical
Exam
Yes No No
Diagnostics Yes/No Yes No
ER – 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

8. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
- Small to Medium-sized private schools
What NWDs are not being addressed?
- Continuity of care, emergency care, health education
What can be the unique selling
- “faster” emergency care management, essential
diagnostics, health-education, school partnership in
terms of health

9. 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

10. 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

11. 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

12. 6a. Photo of product category

13. 6a. Show how product looks
vs. competition

14. 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

15. 7. Price
HSI Hospitals Clinic
Consultation 200 800-1000 300-500
Emergency
Care
500 800-2000 None
School
Package
500/student/
annually
Or
300/student/
quarterly
None None

16. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

17. 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)

18. 8a. Samples of Promo
ONE-STOP CLINIC FOR SCHOOLS

21. 8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

22. 8b. Competitor promo
Samples
Can be multiple slides

23. 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

24. 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