1. Marketing Plan for:
TMC Aesthetics Center
Jeunesse T. Lee
November 30, 2010
Tuesday, November 30, 2010
2. Part I:
PTM and Positioning
1.TMC Aesthetics PTM are the modern adults
2.Who want to look and feel young and beautiful in a
personalized unique approach
3. Can choose SLMC, Belo, Calayan
4. Gap is all others focus on outcome and not on the
individual patient
5. Market size is Php 3.2 B
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Tuesday, November 30, 2010
3. 1.TMC Aesthetic’s PTM are
modern day adults
• Demographics:
• 25-55 years, M/F, social class ABC, single/married
• Lifestyle:
• in a career, has money to spend, wanting to look young and
beautiful, feel good, and to have a voice/control on how to
achieve that
• Behavior:
• single to a few procedures, with follow-up sessions, fast,
beautiful, attractive, and healthy body
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Tuesday, November 30, 2010
4. 2. My PTM’s NWE
• Need to be loved and accepted, recognized,
respected, appreciated, self actualization
• Choose TMC because...
• Quality of services, safety record, advanced
scientific technology, professional and highly
qualified staff, location, price, brand, JCI
accreditation, patient-centered
healthcare
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Tuesday, November 30, 2010
5. Maslow’s Heirarchy of Needs
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I want to achieve
my full potential,
inside and out
I want to be
recognized,
appreciated,
loved
Tuesday, November 30, 2010
6. 2. My PTM’s NWE
• Expect when they choose TMC...
• good-looking, attractive, and healthy
body, instant, long lasting, feel more
confident, feel more sexually attractive,
tailor-fit experience
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Tuesday, November 30, 2010
7. 3.TMC has many
established competitors
Direct
• Other hospitals’
Aesthetic centers:
• SLMC, MMC,
Asian Hospital
• Stand-alone
Aesthetic Centers:
• Belo, Calayan
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Indirect
• Beauty Centers:
• Salons, etc.
• Lifestyle centers:
• Gyms, Fitness
clubs
Tuesday, November 30, 2010
8. • Variables:
• Age, Price, Convenience, Occasion of use,
Accessibility, Availability, Brand, Quality of
service, Quality of care, Reputation
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3.TMC has many
established competitors
Tuesday, November 30, 2010
11. 4. Gap Opportunity Positioning
• TMC is the only Aesthetic Center
• that uses latest, scientific, well-researched
technology
• allows only board-certified professionals
to do the procedures
• offers patient-centered healthcare, giving
voice to the unique needs of the patient.
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Tuesday, November 30, 2010
12. 5. Market Size
• Competitor Data:
• Annual Sales = 800 M
• Estimated Aesthetics Surgery Market
Share: 30% = 30 M
• Total Aesthetics Surgery Market = 2.67 B
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Tuesday, November 30, 2010
13. 5. Market Size
• Company Data (TMC):
• 2009 Annual Report Sales = 1.3 B
• TMC Aesthetics Center: 5% = 65 M
• Estimated Aesthetics Surgery Market
Share: 2%
• Total Aesthetics Surgery Market = 3.2 B
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Tuesday, November 30, 2010
14. 5. Market Size
• Consumer Data:
• Total Population: 95M
• Age group (25-55yo): 33M
• Social class ABC: 16.5M
• Will avail of services: 825,000
• Once in how many years: 30 yrs
• Average price per procedure: 30,000
• Market Size: (825,000 / 30) * 30,000 = 825 M
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Tuesday, November 30, 2010
15. Part 2:
Marketing Mix and Strategy
• TMC Aesthetics Center offering derma,
cosmetic, and elective surgical procedures
• Is about 25-50% Premium
• Uses media (website) and word of mouth
• Is located in Ortigas, Pasig City
• Uses a patient-centered individualized
approach to win
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Tuesday, November 30, 2010
17. Product:TMC Aesthetics Center
• The TMC Aesthetics Center is a one-stop
center for elective dermatologic and surgical
interventions that cater to the personal
needs of its clients
• It is located in the 6th flr of TMC, Ortigas
Ave. Pasig City
• It is run by board-certified TMC physicians
trained in the various procedures offered in
the center
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Tuesday, November 30, 2010
18. • Services offered include:
1. dermatologic procedures
• hair/scar removal, hair transplant
2. cosmetic procedures
• eyelid surgery, breast augmentation,
liposuction, face lift
3. elective surgeries
• bariatric surgery
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Product:TMC Aesthetics Center
Tuesday, November 30, 2010
20. • The prices of minor procedures such
as hair removal in TMC aesthetics
center are actually competitive.
• However, in bigger procedures, and in
most other surgeries, TMC’s price is
at a premium higher than Belo and
Calayan, but slightly lower than SLMC.
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7.TMC’s price is 25-50% Premium
Tuesday, November 30, 2010
21. 8.TMC Needs Additonal Promo
• Current Strategy:
• TMC Website
• Word of Mouth
• Proposed Additional Strategies:
• Full-pledge website
• Print Media: Doctor’s Clinics and Hospital
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Tuesday, November 30, 2010
23. 9.TMC Aesthetics is Centered
in Ortigas, Pasig City
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• TMC Aesthetics Center is located in
The New Medical City, Ortigas Ave.
Pasig City.
• Clients come in the only branch
strategically placed in the busy central
district of Ortigas, Pasig.
Tuesday, November 30, 2010
24. 10.TMC Aesthetics has a
Customer-centered Approach
• Generic winning strategy:
• Patient-centered healthcare
• Individualized approach
• Gets it leverage from the reputation of the
hospital and its loyal clientele
• High quality product (service), premium-
priced, available to those who have access to
the center’s location.
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Tuesday, November 30, 2010
26. Part I:
PTM and Positioning
1.TMC Aesthetics PTM are the modern adults
2.Who want to look and feel young and beautiful in a
personalized unique approach
3. Can choose SLMC, Belo, Calayan
4. Gap is all others focus on outcome and not on the
individual patient
5. Market size is Php 3.2 B
26
Tuesday, November 30, 2010
27. Part 2:
Marketing Mix and Strategy
• TMC Aesthetics Center offering derma,
cosmetic, and elective surgical procedures
• Is about 25-50% Premium
• Uses media (website) and word of mouth
• Is located in Ortigas, Pasig City
• Uses a patient-centered individualized
approach to win
27
Tuesday, November 30, 2010
