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http://annaguray06.blogspot.com,[object Object],10 STEP Marketing Plan for BELO MEDICAL GROUP INC.,[object Object],Anna Katrina L. Guray,[object Object],June 2011,[object Object]
Belo PTM are real and “wanna” be stars. ,[object Object],Who want to have the look of a star.,[object Object],Can choose Calayan Surgicenter Inc. and Cathy Valencia Skincare.,[object Object],Gap is all other clinics are more known to have affordable prices with comparable services. ,[object Object],Market size and niche are not determined.,[object Object],http://annaguray06.blogspot.com,[object Object],Steps 1 to 5“Doctor to the Stars”,[object Object]
http://annaguray06.blogspot.com,[object Object],Steps 6 to 10Stars pay for beauty,[object Object],Belo Medical offers cosmetic surgery and dermatological services.,[object Object],It is more expensive than Calayan Surgicenter, Cathy Valencia Skincare and Marie France.,[object Object],Uses Print ads, billboards and celebrity endorsers.,[object Object],Branches all over the metro and California USA.,[object Object],Uses famous celebrity endorsers to attract the market.,[object Object]
1. Belo Medical primary target market are real and “wanna” be stars,[object Object],18-65 yrs. old, social class A & B, both for single and married.,[object Object],Celebrities, Entrepreneurs, Executives, Students (“anak-mayaman”), and those who are willing to enhance their beauty with a cost.,[object Object],Try their services, and demand for a new you.,[object Object],http://annaguray06.blogspot.com,[object Object]
http://annaguray06.blogspot.com,[object Object],2. PTM needs to be appreciated by their loved ones through their sexy body and flawless skin.,[object Object],I am happy when I get ,[object Object],appreciation from my loved one,[object Object],I want to be appreciated,[object Object],Reference: Maslow’s Hierarcy of Needs  Marketing Management, 11th ed, Philip Kotler,[object Object],5,[object Object]
2. Stars have different needs, wants & demands ,[object Object],http://annaguray06.blogspot.com,[object Object],Stars need to belong, to be loved and appreciated, gain self confidence, and achieve Self-actualization.,[object Object],Stars prefer and choose Belo Medical over other clinics because of the world-class products and services that they offer. Also, because of the advancement in technology that the company adapts to enhance their services.,[object Object],Stars demand a sexy body and flawless skin to gain that confidence. ,[object Object]
3a. Belo Medical has many underlying competitors,[object Object],Direct: Calayan Surgicenter, Cathy Valencia Skincare, Marie France.,[object Object],Indirect: Slimming Pills, Gym, Vitamin E, Spa, Diet.,[object Object],Variables: Age, Price, Products, Services, Facilities, Doctors, Endorsers, Company promise to a beautiful and new you.,[object Object],http://annaguray06.blogspot.com,[object Object]
http://annaguray06.blogspot.com,[object Object],Competition Map ,[object Object],Direct vs Indirect,[object Object],Marie France,[object Object],Cathy ,[object Object],Valencia,[object Object],BELO,[object Object],Calayan,[object Object],Vit C,[object Object],SPA,[object Object],GYM,[object Object],SLIMMING,[object Object],PILLS,[object Object],DIET,[object Object]
4. Belo Medical positions itself in a niche market opportunity,[object Object],Belo Medical offers similar products and services with its competitors,[object Object],they first introduced us to the advanced world of cosmetic surgery.,[object Object],They are visibly seen all over the metro and even in the US.,[object Object],They have the most trusted celebrity endorsers.,[object Object],They have better and strong marketing and advertising strategies.,[object Object],Calayan Surgicenter, Marie France and Cathy Valencia Skincare are trying to compete this strategy.,[object Object],Its strong marketing and advertising strategies have been the edge of Belo Medical from its competitors on giving their customers that sexy body and flawless skin.,[object Object],http://annaguray06.blogspot.com,[object Object]
4. Famous taglines = Company’s identity,[object Object],Only Belo touches my skin, who touches yours?,[object Object],The Price you have to pay to be sexy? Not Much.,[object Object],Discover BELO Beauty,[object Object],http://annaguray06.blogspot.com,[object Object]
5a. No details given ,[object Object],http://annaguray06.blogspot.com,[object Object]
5b. 60% Market Share for BELO MEDICAL GROUP,[object Object],Sales from Cosmetic Surgery and dermatological services is P20M.,[object Object],Market Share of 60%,[object Object],P20M x 0.6 = P12M,[object Object],					Source: Belo Helpdesk (844-2939),[object Object],http://annaguray06.blogspot.com,[object Object]
5c. Consumer size of P113M,[object Object],Cosmetic Surgery:,[object Object],3 out of 10 Filipinos undergo cosmetic surgery per day which costs around P100,000 per session.,[object Object],3 x 1 x P100,000 x 365 = P109,500,000,[object Object],Derma:,[object Object],5 out of 10 Filipinos undergo derma procedures per day which costs around P2000 per session.,[object Object],5 x 1 x P2000 x 365 = P3,650,000,[object Object],TOTAL: P109,500,000+P3,650,000 = P113,150,000,[object Object],http://annaguray06.blogspot.com,[object Object]
5. Cosmetic Surgery and Dermatological market is 12 million,[object Object],Competitor data=12M,[object Object],Company data = 12M,[object Object],Customer Usage data = 113M,[object Object],http://annaguray06.blogspot.com,[object Object]
BELO VS Direct Competitors,[object Object],http://annaguray06.blogspot.com,[object Object],VS,[object Object]
BELO VS Indirect Competitors,[object Object],http://annaguray06.blogspot.com,[object Object],VS,[object Object]
Belo’s wide range of products and services,[object Object],http://annaguray06.blogspot.com,[object Object]
Competitors’ Products and Services,[object Object],http://annaguray06.blogspot.com,[object Object]
6b. What makes BELO the perfect choice for a new you?,[object Object],http://annaguray06.blogspot.com,[object Object],Belo Medical Group has proven to be top of mind when it comes to the specialized field of cosmetic surgery.,[object Object],Belo Medical Group has established itself as an esteemed medical institution for the past 20 years.,[object Object],They pioneered liposuction in the country.,[object Object],They have a growing roster of celebrity talents.,[object Object]
7. Price,[object Object],Get prices of your product ,[object Object],Creatively compare vs. competitors across different pack sizes and variants,[object Object],Quantify the price difference in % terms vs. competitors,[object Object],Conclude on what pricing strategy is being used,[object Object],http://annaguray06.blogspot.com,[object Object]
Prices,[object Object],Cosmetic Surgery:,[object Object],25,000-500,000 per session,[object Object],Derma:,[object Object],2,500 – 10,000 per session,[object Object],http://annaguray06.blogspot.com,[object Object]
BELO Price vs Competitors,[object Object],Cosmetic Surgery:,[object Object],25,000-500,000 per session,[object Object],Calayan: 20,000 – 400,000,[object Object],Marie France: 20,000 – 300,000,[object Object],Cathy Valencia: 20, 000 – 250,000,[object Object],http://annaguray06.blogspot.com,[object Object]
BELO Price vs Competitors,[object Object],Derma:,[object Object],2,500 – 10,000 per session,[object Object],Calayan: 1,500 – 10,000,[object Object],	Marie France: 2,000 – 10,000,[object Object],	Cathy Valencia: 1,500 – 10,000,[object Object],http://annaguray06.blogspot.com,[object Object]
BELO Price vs Competitors,[object Object],Cosmetic Surgery:,[object Object],25,000-500,000 per session,[object Object],Calayan: 20,000 – 400,000,[object Object],Marie France: 20,000 – 300,000,[object Object],Cathy Valencia: 20, 000 – 250,000,[object Object],http://annaguray06.blogspot.com,[object Object]
1,[object Object],2,[object Object],3,[object Object],4,[object Object],5,[object Object],http://annaguray06.blogspot.com,[object Object],8a. BELO uses Advertising, Public Relations, Events and Experiences, Interactive Marketing, and Word of Mouth,[object Object]
8a. BELO’s Seductive Billboards,[object Object],http://annaguray06.blogspot.com,[object Object]
BELO’s growing roster of celebrity endorsers,[object Object],http://annaguray06.blogspot.com,[object Object]
8b. ,[object Object],http://annaguray06.blogspot.com,[object Object],Wholesome billboards,[object Object],A billboard with mostly all its celebrity endorsers,[object Object],Endorsers’ Testimonials,[object Object]
8b. ,[object Object],http://annaguray06.blogspot.com,[object Object],Uses international artist as endorser,[object Object],Sharon as endorser,[object Object]
8b. ,[object Object],http://annaguray06.blogspot.com,[object Object],Sell products online,[object Object],Strong Similarity with Belo’s Advertising Strategy,[object Object]
BELO Medical is visibly seen all over the metro, even in the US!,[object Object],Makati,[object Object],Alabang,[object Object],Megamall,[object Object],The Podium,[object Object],Tomas Morato,[object Object],Trinoma,[object Object],Greenhills,[object Object],Ayala Malls Cebu,[object Object],California, USA,[object Object],Payment Plans:,[object Object],Cash/Check/Credit Card,[object Object],Installment Plans (monthly and quarterly),[object Object],*Installment depends on the procedure to be done.,[object Object],http://annaguray06.blogspot.com,[object Object]
Competitors “Place”,[object Object],Direct competitors have limited branches.,[object Object],Affordable promos with strategic locations being set up for gyms – filling gaps.,[object Object],http://annaguray06.blogspot.com,[object Object]
BELO Medical Group dominates the niche market ,[object Object],Belo Medical Group main strategy is to dominate the niche market of 18-65 years old who wants to achieve that sexy body and flawless skin.,[object Object],It benefits from the strong advertising and marketing strategies being used to market its products and services.,[object Object],Has a world-class and advanced cosmetic surgery and dermatological services available inside and outside the country.,[object Object],http://annaguray06.blogspot.com,[object Object]
http://annaguray06.blogspot.com,[object Object],SUMMARY,[object Object]
Belo PTM are real and “wanna” be stars. ,[object Object],Who want to have the look of a star.,[object Object],Can choose Calayan Surgicenter Inc., Marie France or Cathy Valencia Skincare.,[object Object],Gap is all other clinics are more known to have affordable prices with comparable services. ,[object Object],Market size and niche are not determined.,[object Object],http://annaguray06.blogspot.com,[object Object],Steps 1 to 5“Doctor to the Stars”,[object Object]
http://annaguray06.blogspot.com,[object Object],Steps 6 to 10Stars pay for beauty,[object Object],Belo Medical offers cosmetic surgery and dermatological services.,[object Object],It is more expensive than Calayan Surgicenter, Cathy Valencia Skincare and Marie France.,[object Object],Uses Print ads, billboards and celebrity endorsers.,[object Object],Branches all over the metro and California USA.,[object Object],Uses famous celebrity endorsers to attract the market.,[object Object]

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