1. 10 Step Marketing PlanAsian Eye Institute Print AD
CJ Villafuerte
January 2011
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2. SCOPE (The Student Application of the ASMPH)1st Semester 2009 Issue
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3. Outline
Primary Target Market
Needs, Wants, Demands
Competition
Gap, Position, Opportunity
Market Size
Product
Promotion
Price
Place
Generic Winning Strategy
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4. Primary Target Market
Asian Eye Institutes PTM is the Well-Off Filipino Family
Who want to have:
Excellent Vision and Healthy Eyes
Can choose American Eye Institute and Hospital Eye Centers
Gap is all other companies focus on Price and other Service Mix
No information on market size
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5. Marketing Mix & Strategy
Asian Eye Institute
No info about price premium
Uses print media, internet
Branches are found around Metro Manila
Uses a differentiation approach to win
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6. Positioning to the Primary Target Market
Part 1:
Steps 1 to 5
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7. Asian Eye Institutes Primary Target Market is theWell-Off Filipino Family
Demographics (children, teens and adults, 7-70, M/F, social class AB, single/married)
Lifestyle (Family Centered and Health Mindful)
Behavior (Individuals who want to improve their vision)
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8. Influencing Buyer Behavior
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I will be able do
more things with
healthy eyes
I need tohave
healthy eyes
for my family
I want healthy eyes.
9. My PTMs Needs, Wants, Demands
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Children, Teens & Adults
need to have healthy eyes, fulfill their responsibilities to their family and self-actualization
choose Asian Eye Institute over other eye institutes because of
Excellent Service Quality (State of the Art Technology and Facilities, Well-Trained Staff)
Type and # of Services Offered
expect excellent vision and healthy eyes
10. Asian Eye Institute has many formidable competitors
Direct: American Eye Institute, Hospital Eye Centers (The Medical City, St. Lukes).
Indirect: Optical Shops
Variables:
Availability
Brand
Price
Number of Services Offered
Quality of Services Offered
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11. Asian Eye Institute: Eye Center with Great Quality, High Priced Services
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Optical Shops
Hospital Eye Centers
American Eye
AEI
12. Asian Eye Institutes unique positioning is shown in this competitive map
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13. Asian Eye Institute Positions in a Differentiation Market Opportunity
Asian Eye Institute is the only eye center who offers:
Excellent Quality Eye Services from Harvard Physicians
For the Filipino family
Who want excellent vision and disease-free eyes
No brand offers similar services
Others focus on low prices and other eye services
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14. Market Size: Competitor Data
35,000 Eye Surgeries in 13 years American Eye Institute Print AD from Scope 1st Semester 2009 Issue
Estimate Surgery Price P65,000
2692 surgeries/year * 65,000 = P175 M
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15. Market Size: Company Data
None from the print ad.
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16. Market Size: Customer Data
None from the print ad.
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17. Conclude that vitamin market is
None from the print ad.
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18. The Marketing Mix Strategy
Part 2:
Steps 6 to 10
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19. The Eye Center business is dominated by Asian Eye, American Eye, Hospital Eye Centers & Optical Shops
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20. Product Description
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Asian Eye Institute is a world-class eye center with a dedicated core tam of specialists trained at the Harvard Medical School. We provide a full range of specialized services using cutting-edge technology and state-of-the-art facilities.
Services include LASIK, Eye Plastic Surgery, Cataract, Glaucoma, Diabetic Retinopathy Management, Pediatric Eye Care, Low Vision and Visual Rehabilitation, Optical Dispensary and Contact Lens Service
21. Price Close-up is % premium priced on
No data from print ad.
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22. Current Promotions
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23. Current Promotions
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24. Current Promotions
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25. Suggested Promotions
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Loyalty Cards
26. Suggested Promotions
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Convention Booths
27. Suggested Promotions
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AEI-Optical Shop Referral Partnerships
28. Suggested Promotions
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Other Online Promotions
29. Competitor Promotion
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30. Competitor Promotion
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31. Asian EYE Branches are Located in Metro Manila
Business Centers & Malls Along EDSA
Rockwell, Makati (Main)
SM Mall of Asia, Pasay
Trinoma Mall, Quezon City
Metro Manila
Patient Visits
Cash and credit transaction
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32. Generic Winning Strategy
Low Cost Services
Supply and Distribution Leverage
Differentiation
Niche
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33. Restor-F is a Unique
Asian Eye Institutes main strategy is to distinguish itself apart from the other Medical Eye Centers in the market
It benefits from differentiation of its services
Provides excellent quality services in Metro Manila
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34. Summary
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35. Primary Target Market
Asian Eye Institutes PTM is the Well-off Filipino Family
Who want to have:
Excellent Vision and Healthy Eyes
Can choose American Eye Institute or Hospital Eye Centers
Gap is all other companies focus on Price and other Service Mix
No information on market size
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36. Marketing Mix & Strategy
Asian Eye Institute
No info about price premium
Uses print media, internet
Branches are found around Metro Manila
Uses a differentiation approach to win
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37. References
Note: Data of the just described products came from print media, public internet websites and other public sources
http://www.asianeyeinstitute.com/
http://www.eyecenter.com.ph/
This Marketing Plan is for educational purposes only
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38. 10 Step Marketing PlanAsian Eye Institute Print AD
CJ Villafuerte
January 2011
CJQV
ASM+PH 2012