10-Step Marketing Plan

1. 10 STEP
MARKETING
PLAN FOR
ORTHOPAEDIE
FREY FAR EAST
ALDWINONG I 30 NOV 2010

2. PART 1 OUTLINE
5 STEPS OF PART 1
5 STEPS OF PART 2
STEP 1:PRIMARY TARGET MARKET
STEP 2: NEEDS, WANTS AND DEMANDS
STEP 3:COMPETITION AND COMPETITIVE POSITION MAP
STEP 4: GAP, OPPORTUNITY AND POSITIONING
STEP 5: MARKET SIZE
PART 2
STEP 6: PRODUCT
STEP 7: PRICE
STEP 8: PROMOTIONS
STEP 9: PLACE
STEP 10: GENERIC WINNING STRATEGY
SUMMARY

3. FREY’S PTM ARE BABY BOOMERS WITH ACTIVE LIFESTYLE
WHO WANT TO CURE FEET AND HEALTH PROBLEMS,
WALK CONFIDENTLY AND COMFORTABLY
THEY CAN CHOOSE SCHOLL OR BIOFRESH
GAP IS OTHER BRANDS ARE NOT INDIVIDUALLY CUSTOMIZABLE
AND DURABLE
MARKET SIZE IS PHP 40,000,000
5 STEPS PART 1

4. FREY MAKES ARCH SUPPORT FOR LEATHER AND RUBBER
SHOES
IT IS PREMIUM PRICED
IT IS PROMOTED THROUGH PRINT AND DIRECT MARKETING
IT IS SOLD IN KEY AREAS
IT IS THE ONLY CUSTOMIZABLE ARCH SUPPORT
IN THE PHILIPPINES THAT IS DURABLE
AND CURATIVE
5 STEPS PART 2

5. PART 1: PTM AND POSITIONING

6. PRIMARY
1
TARGET
MARKET

7. OLDER ADULT POPULATION BOOMING
DEMOGRAPHICS
BABY BOOMERS (46- 64)
M and F
AB Upper C
SINGLE OR MARRIED
1
PRIMARY TARGET MARKET

8. MORE FEET PROBLEMS DUE TO AGING
PSYCHOGRAPHIC
• ORKING OR ACTIVE LIFESTYLE
W
• EARS LEATHER SHOES OR HIGH HEELS OFTEN TO
W
WORK OR ACTIVITIES
• XPERIENCING DISCOMFORT WITH THEIR FEET/ BACK
E
PAINS
• UFFERING FROM FLAT FOOT, GAIT CHANGE, AND
S
OTHER PROBLEMS THAT CAN BE CAUSED BY AGING
• THLETES WERE NOT CHOSEN AS PRIMARY MARKET
A
BECAUSE OF SATURATION OF SPORTS SHOES THAT
ARE SPECIALIZED FOR SPECIFIC CONCERNS
1
PRIMARY TARGET MARKET

9. NEEDS
2
WANTS
DEMANDS

10. MASLOW’S HIERARCHY OF NEEDS
“
I
CAN
REACH
MY
FULL
POTENTIAL
BY
BEING
HEALTHY
”
SELF-ACTUALIZATION
NEEDS
“
I
NEED
TO
LOOK
MY
BEST
ESTEEM NEEDS
AND
WALK
CONFIDENTLY
”
SOCIAL NEEDS
“
I
NEED
TO
STAY
HEALTHY
SAFETY NEEDS
AND
SAFE
”
PHYSIOLOGICAL NEEDS
2
NEEDS, WANTS AND DEMAND

11. PTM’S NEEDS, WANTS & DEMANDS
• P T M N E E D S S A F E T Y, S E L F - E S T E E M A N D S E L F -
ACTUALIZATION
• PTM CHOOSES FREY OVER OTHER ARCH SUPPORTS
BECAUSE
• IT IS CUSTOMIZED, DURABLE AND CURATIVE
• PTM EXPECTS PRODUCT FIT PERFECTLY CAN PREVENT
• AND CURE INJURIES; WALK COMFORTABLY AND SAFELY
• WITH THEIR OWN SHOES
2
NEEDS, WANTS AND DEMAND

12. 3
COMPETITION

13. DIRECT AND INDERECT COMPETITORS
DIRECT COMPETITORS: DR. SCHOLL’S,
BIOFRESH
INDIRECT MARKET: RUBBERSHOES (NIKE,
NEWBALANCE,CONVERSE), DRESS SHOES
(ECCO, CLARKS)
VARIABLES: PRICE, CUSTOMIZABLE, SIZES,
MATERIAL USED, AVAILABILITY
3
COMPETITION

14. FREY IS # 1 IN NICHE: CUSTOMIZABLE & PREMIUM PRICED
PRICE/ CUSTOMIZABLE
NON-­‐
CUSTOMIZABLE
CUSTOMIZABLE
LOW
PRICE
HIGH
PRICE
3
COMPETITION

15. FREY’S UNIQUE POSITIONING SHOWN IN COMPETITIVE MAP
DR. SCHOLL'S® DR. SCHOLL'S® DR. SCHOLL'S® BURLINGTON FREY FAR EAST
ADJUSTABLE TRI-COMFORT® MASSAGING BIO FRESH ARCH SUPPORT
ARCH PAIN ORTHOTICS GEL ARCH FLEXIGEL ARCH
RELIEF SUPPORTS SUPPORT
ORTHOTICS
MATERIAL SOFT FOAM FLEXISPRING GEL FLEXIGEL CORK/
ACRYLIC/
POLYPROPLY
NE SHELL
CUSTOMIZABLE NO NO NO NO YES
SIZES BASED ON BASED ON BASED ON BASED ON ALL SIZES
SHOE SIZES SHOE SIZES SHOE SIZES SHOE SIZES (DEPENDS ON
M(8-13) M(8-13) M(8-13) M(8-13) USERS
F(6-10) F(6-10) F(6-10) F(6-10) ACTUAL FOOT
SIZE)
PRICE PHP 1,000 PHP 930.00 PHP 300.0 PHP 900 PHP 3- 5,000
3
COMPETITION

16. GAP
4
OPPORTUNITY
POSITIONING

17. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY
• REY IS THE ONLY REAL CUSTOMIZABLE ARCH
F
SUPPORT (FULLY ANALYZED BASED ON HEIGHT,
GAIT, ETC) AND IS MADE FROM DURABLE
MATERIAL
• O BRAND HAS A SIMILAR POSITION
N
• THER FOCUS ON LOW PRICE, TEMPORARY
O
RELIEF AND MASS PRODUCTION
4
GAP, OPPORTUNITY, POSITIONING

18. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY
• TC ARCH SUPPORT’S MATERIALS ARE WEAK
O
(GEL/FOAM/EVA) AND CANNOT CHANGE
ALLIGNMENT OF FEET OR BODY
• UBBER SHOES CONTINUOUSLY IMPROVING AND
R
INTRODUCING VARIANTS TO SUIT ATHLETES
NEEDS BUT NOT DRESS SHOES (LEATHER/HIGH
HEELS) THAT ARE USED OFTEN BY MANY FOR
WORK AND OTHER ACTIVITIES
4
GAP, OPPORTUNITY, POSITIONING

19. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY
• OOT AND ASSOCIATED HEALTH PROBLEMS
F
INCREASE AS A PERSON AGE
POSITIONING: PREMIUM PRICED, DURABLE
CUSTOMIZABLE, PROFESSIONALLY AND INDIVIDUALLY
HAND CRAFTED FOR WORKING ADULTS WHO WANT
TO REMEDY FEET INJURIES AND PREVENT HEALTH
PROBLEMS CAUSED BY IMPROPER ARCH SUPPORT
4
GAP, OPPORTUNITY, POSITIONING

20. 5
MARKET SIZE

21. FREY’S ESTIMATE OF MARKET SHARE
1% OF POPULATION
GROSS SALES PHP 400,000 PER MONTH ON ARCH
SUPPORT ALONE
APPROXIMATE MARKET SIZE (400,000/0.01) = PHP 40
MILLION
5
MARKET SIZE

22. PART 2: MARKETING MIX

23. 6
PRODUCT

24. ARCH SUPPORT
RIGID OR SOFT “SHIM” PLACED IN BETWEEN
THE FOOT AND SHOE TO POSITION THE
FOOT NEAR ITS NEUTRAL POSITION SO IT
CAN FUNCTION MORE EFFICIENTLY.
THE PURPOSE OF THE ARCH SUPPORT IS
TO PREVENT OR REDUCE COMPENSATORY
PRONATION WHICH PLACES ADDITIONAL
STRESSES ON THE DIFFERENT FOOT
STRUCTURES.
(James, Bates, & Osternig, 1978)
6
PRODUCT

25. PRODUCT CATEGORY: DIRECT COMPETITORS
Dr.
Scholl's®
Dr.
Scholl's®
Dr.
Scholl's®
Burlington
Frey
Far
East
Arch
Support
Adjustable
Tri-­‐Comfort®
Massaging
Bio
Fresh
Arch
Pain
OrthoLcs
Gel
Arch
Flexigel
Relief
Supports
Arch
6
OrthoLcs
Support
PRODUCT

26. PRODUCT CATEGORY: INDIRECT COMPETITORS
ECCO
51634
1283
WHISKY
CLARKS
ARTISAN
WOMENS
METTI
BIRCKENSTOCK
MENS
ECCO
SHOES
WITH
BUILT
IN
ARIZONA
MOCHA
ARCH
SUPPORT
AND
DUAL
SLIP-­‐ONS
WOMENS
DRESS
STAY
STURDY
AND
PROVIDE
SHOCK
IN
THE
HEEL
FOR
THE
ORTHOTIC-­‐LIKE
ARCH
ADDED
COMFORT
SHOES
WITH
EVA
SUPPORT
AND
COMFORT
6
PRODUCT

27. PRODUCT CATEGORY: INDIRECT COMPETITORS
NIKE ZOOM FLY NEW BALANCE MENS MR CONVERSE CT
SISTER ONE+ 740 WHITE/NAVY LITE OX GRAY
WITH ARCH MAXIMUM STABILITY WITH ARCH
SUPPORT (ARCH SUPPORT) AND SUPPORT
SHOCK ABSORPTION.
HEEL AND FOREFOOT
CUSHIONING
6
PRODUCT

28. PHOTO AND DESCRIPTION
CUSTOMIZED TO SPECIFIC FOOT TYPE AND
SIZE OF THE USER
TECHNICIANS OF THESE PRODCUTS ARE
TRAINED IN ORTHOTICS AND PROSTHETICS
HAND- CRAFTED USING IMPORTED, QUALITY
AND DURABLE MATERIALS
ORTHOPEDIC
FABRICATION OF CUSTOM- MADE ORTHOSIS ARCH SUPPORT (SHOE INSERT)
USES UP-TO-DATE TECHNOLOGY
6
PRODUCT

29. PHOTO AND DESCRIPTION
THERE ARE 2 VARIANTS: FOR SPORTS
(CORK BASE) AND FOR LEATHER SHOES/
HIGH HEELS (POLYPROPYLENE SHELL/
ACRILYC)
MATERIALS ARE FLEXIBLE ENOUGH TO
PROVIDE COMFOR, RIGID ENOUGH TO
SUPPORT ARCHES AND CHANGE
ALLIGNMENT OF FEET AND BODY ORTHOPEDIC
ARCH SUPPORT (SHOE INSERT)
6
PRODUCT

30. HOW TO ORDER
TECHNICIAN
FABRICATE
MAKE
AN
WILL
ASSESS
CUSTOMER
ARCH
APPOINTMENT
OR
CAST
FOOT
PICK-­‐
UP
SUPPORT
IF
NEEDED
6
PRODUCT

31. 7
PRICE

32. FREY PREMIUM PRICING
CORK BASE PHP
ARCH SUPPORT 5,000 +
FOR SPORTS
ACRYLIC OR PHP 4,000 +
PROPYLENE SHELL (WHOLE)
FOR LEATHER SHOES PHP 3,000
AND HIGH HEELS (3/4)
7
PRICE

33. 8
PROMOTIONS

34. ADVERTISING
AWARENESS CAMPAIGN ON THE NEED FOR
CUSTOMIZED ARCH
SUPPORT TO BETTER CURE AND PREVENT
INJURIES
USING BILLBOARDS, HEALTH
MAGAZINE PRINT ADS, FLYERS, AND
NEWSPAPERS
8
PROMOTIONS

35. ADVERTISING
8
PROMOTIONS

36. PUBLIC RELATIONS
SPONSOR MEDICAL CONVENTIONS,
CONTINUING MEDICAL EDUCATION, FORUMS,
ROUND TABLE DISCUSSIONS AND COMPANY
EVENTS
8
PROMOTIONS

37. PERSONAL SELLING
S E N D M E D I C A L R E P R E S E N TAT I V E S TO
EXPLAIN TO INTRODUCE
PRODUCT TO DOCTORS
8
PROMOTIONS

38. COMPETITOR ADVERTISING
DR. SCHOLL’S WEBSITE 8
PROMOTIONS

39. COMPETITOR ADVERTISING
BURLINGTON’S WEBSITE
8
PROMOTIONS

40. COMPETITOR ADVERTISING
NIKE’S WEBSITE AND PRINT AD
8
PROMOTIONS

41. 9
PLACE

42. MAKE MORE ACCESSIBLE
CURRENTLY IN CAPITOL HILLS, QUEZON CITY
AND CEBU
EXPAND AND MAKE CLINICS IN KEY AREAS
WHERE TARGET MARKET IS LIKE MAKATI,
ORTIGAS, NEARORTHOPAEDIC CENTERS
9
PLACE

43. UNIQUE
10
SELLING
PROPOSITION

44. FREY IS A NICHE LEADER IN CUSTOMIZABLE ARCH SUPPORT
MAIN STRATEGY IS TO DOMINATE THE NICHE MARKET OF
46- 64 YEAR OLD BUSINESSMEN AND WOMEN WITH
ACTIVE LIFESTYLE
IT BENEFITS FROM THE FACT THAT IT IS THE ONLY STORE
IN THE PHILIPPINES THAT OFFERS CUSTOMIZATION
IT IS PREMIUM PRICED BECAUSE IT USES DURABLE
MATERIALS AND RELIABLE TECHNOLOGY
9
PLACE

45. SUMMARY

46. FREY’S PTM ARE BABY BOOMERS WITH ACTIVE LIFESTYLE
WHO WANT TO CURE FEET AND HEALTH PROBLEMS,
WALK CONFIDENTLY AND COMFORTABLY
THEY CAN CHOOSE SCHOLL OR BIOFRESH
GAP IS OTHER BRANDS ARE NOT INDIVIDUALLY CUSTOMIZABLE
AND DURABLE
MARKET SIZE IS PHP 40,000,000
5 STEPS PART 1

47. FREY MAKES ARCH SUPPORT FOR LEATHER AND RUBBER
SHOES
IT IS PREMIUM PRICED
IT IS PROMOTED THROUGH PRINT AND DIRECT MARKETING
IT IS SOLD IN KEY AREAS
IT IS THE ONLY CUSTOMIZABLE ARCH SUPPORT
IN THE PHILIPPINES THAT IS DURABLE
AND CURATIVE
5 STEPS PART 2

48. 10 STEP
MARKETING
PLAN FOR
ORTHOPAEDIE
FREY FAR EAST
ALDWINONG
I
30
NOV
2010