KIDNEY ZENRevitalizing YOU and your kidneys

10 Step Marketing Plan for

Asuncion, Enatsu, Generoso, Lee Hok, ReyesAteneo Graduate School of Business

January 2010

1. Kidney Zen caters to dialysis patients2. Who don’t want to go to the hospital;

who want added value and service3. Can choose to go to a hospital or stand-alone

centers4. No one offers the added service we offer;

others focus on dialysis alone 5. Market size: 88,000 needing dialysis (San Juan,

Pasig, Q.C.). Niche market: 8,000

1st 5 stepsPTM and Positioning

6. SERENITY Package (dialysis + spa, facial, massage)

BLISS Package (dialysis + game room/movie room)

SOUL Package (dialysis +Healthy GOURMET meals)

7. At par with other Class A hospital based dialysis centers

8. Print ads, telecommunications, word of mouth, event sponsorships, E-marketing

9. Greenhills area

10. Niche market approach

2nd 5 stepsMarketing Mix & Strategy

Positioning to the Primary Target Market

Part 1: Step 1 to 5

1. Kidney Zen targets dialysis patients who want to be pampered…

• Demographics (patients with Chronic Kidney Disease, needs dialysis, Social Class AB, living in San Juan, Q.C. Pasig area)

• Lifestyle (does not want to get bogged down in the hospital; DEPRESSING

• Behavior (always looks at value for money, enjoys the luxuries in life)

Gives them esteem , recognition, and pleasure

So that they can do more in life

Need dialysis treatment

Need:

Physiologic needs: health (dialysis)

Safety: safe treatment

Social needs: friends, a group

Esteem needs: recognition of their stature

Actualization needs: so that they can do more with life

2. Needs, Wants, Expectations

Want: comfort, value, service, entertainment, ambiance, leisure, they want MORE!

Expectation: value for money, good service, service par excellence(Dialysis +++ and MORE!)

2. Needs, Wants, Expectations

• Hospital Based: The Medical City, Cardinal Santos, St. Luke’s

• Stand-alone: Renal Care, Hemotek,

• Variables: Price, package, operating hours, service quality, add-on services, location

3a. Kidney Zen has many established competitors

KIDNEY ZEN

THE MEDICAL

CITY

ST. LUKES

CARDINALSANTOS

RENAL CARE

HEMOTEK

Price High Mid Low

Quality Service

High Good Basic

Add- on services

Location Standalone,Greenhills

Hospital-based, Pasig

Hospital Based,

QC

Hospital-based,

GreenhillsStand alone, QC

Operating hours

Monday to Sunday4 shifts

Monday to Sat, 3 shifts

Monday to Sat, 2 shifts

Packages SerenityBlissSOUL

none Re-use package

3b. Kidney Zen targets the niche: high price, high quality of service

3b. Kidney Zen covers the niche market, high price and quality with add-on services

PRICE/SERVICEMATRIX

Basic Service High QualityService

Add on services

Premium price

Mid price

Low price

Hemotek, Renal Care

The Medical City, St. Luke’s

Kidney Zen : BLISS, SOUL

Cardinal Santos

Kidney Zen : SERENITY

Kidney Zen is the ONLY dialysis center that gives ADDED SERVICE!

– SPA and massage

– game/entertainment room/movie room (mahjong, poker, DVD movies)

– HEALTHY Gourmet food

* All while you are hooked to the dialysis machine!

4. Kidney Zen positions strong on a niche market opportunity

• No other dialysis center offers the same service

• All others focus on basic dialysis,

reducing cost, and making profit

Kidney Zen revitalizes YOU andyour kidneys

4. Kidney Zen positions strong on a niche market opportunity

• The Medical City : 200 patients/month

200 patients x 3 sessions per week x 4 weeks = 2,400 sessions

P6,000 /session x 2400 sessions = P14.4M gross monthly income

P172M gross yearly income

5a. The Medical City has a P172M market

• Hospital X: private, tertiary hospital in QC / 150 patients/month

100 patients x 3 sessions/week x 4 weeks = 1200 sessions

P3,000/session X 1200 sessions

= P3.6 M gross monthly income

P43.2 M gross annual income

5a. Hospital X has a P43M market

Kidney Zen projected data: 100-200 dialysis patients in 1 month

Total of 1,800-2400 dialysis sessions in a month

5b. Based on projections, Kidney Zenwill cater to 100-200 patients, a

P100M market

Population of San Juan: 125,338

Population of Pasig City: 617,301

Population of QC: 2,670,000

Total: 3,300,000

CKD Stage 5 incidence: 2.6% (NNHeS 2004)

85,000 need dialysis

5c. Niche market estimation…

85,000 need dialysis

10% class AB

8,500 niche market

Target: 100 patients x 3 sessions/week x 4 weeks

=1200 sessions x 7000

= P8.4M gross monthly income

= P100M annual gross income

5c. Niche market estimation…

The Marketing Mix Strategy

Part 2: Step 6-10

6a. Kidney Zen

SERENITY

BLISS

SOUL

Dialysis Center

6a. CompetitorsHospital X

Hemotek

• Kidney Zen is a high-end hemodialysis center

that provides add-on services to the basic dialysis treatment

6b. Kidney Zen is a premium dialysis center

Serenity Bliss Soul

• SERENITY package: P6,000

• BLISS Package: P 6,500

• SOUL package: P7,000

7. Price: Kidney Zen is premium

priced and benchmarked against The

Medical City

• Kidney Zen is benchmarked against The Medical

City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek

7. Price: Kidney Zen is premium priced

and benchmarked against The Medical City

• Word of mouth

• Print Ads

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

Gift Certificates

• Wellness Event Sponsorship

• Tie-ups with doctors

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

• E-marketing

– Facebook

– Youtube

– Website

– Search Engines

– Others: Twitter

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

8. Making Kidney Zen Well-known

8b. Competitor’s promo: St. Luke’s

8b. Competitor’s promo: The Medical City

8b. Competitor’s promo: Hemotek

8b. Competitor’s promo:Renal Care

• Greenhills, San Juan

• We are accessible to

residents of San Juan, Quezon City, and Ortigas Pasig area

9. Kidney Zen is strategically located at

Greenhills area

9. Kidney Zen is strategically located at Greenhills area

Wack Wack Village

Forest Hills Village

Olympic Village

San Antonio Village

Saint Ignatius Village

Rolling Hills Village

Lemax Village

Cinco Hermanos Village

Corinthians Subdivision

Greenhills Subdivisions

Valle Verde 1-6 Subdivisions

Greenmeadows Subdivision

Strategy:

to target Class A & B patients

who need dialysis treatment

who want excellent service

excellent, unique, premium priced product Outside of a hospital

10. Kidney Zen targets a niche market

Kidney Zen Monitoring

• Patient feedback

– Satisfaction index

– Areas to improve on

• Accreditation

Kidney ZenCorporate Social Responsibility

• 5% from packages/promos

Projects for the poor

• medical missions

• free dialysis services

• free health information seminars

• Recycling of waste products

Water recycling

Summary

1. Kidney Zen caters to dialysis patients2. Who don’t want to go to the hospital;

who want added value and service3. Can choose to go to a hospital or stand-alone

centers4. No one offers the added service we offer;

others focus on dialysis alone5. Market size: 88,000 needing dialysis (San Juan,

Pasig, Q.C.). Niche market: 8,000

1st 5 stepsPTM and Positioning

6. SERENITY Package (dialysis + Spa, facial,

massage Treatment)

BLISS Package (dialysis +game room/movie room)

SOUL Package (dialysis +Healthy GOURMET meals)

7. At par with other Class A hospital based dialysis centers

8. Print Ads, word of mouth, event sponsorships

9. Greenhills area

10. Niche market approach

2nd 5 stepsMarketing Mix & Strategy

10 Step Marketing Plan for

Asuncion, Enatsu, Generoso, Lee Hok, ReyesAteneo Graduate School of Business

January 2010

KIDNEY ZENRevitalizing YOU and your kidneys

Legend

Villages near Greenhills Shopping Center • Wack Wack Village -Wack-Wack Greenhills, Mandaluyong City 1.5 km S

• Forest Hills Village -157 Edsa , Mandaluyong (02) 726 2521 ‎ 1.8 km S

• Olympic Village -General Araneta Avenue Araneta Center , Quezon City (02) 911 2892 ‎ 2.2 km N

• Olympic Village -Julia Vargas Avenue , Mandaluyong (02) 633 8179 ‎ 2.2 km S

• San Antonio Village -Manila 3.0 km S

• Saint Ignatius Village -Quezon City 2.7 km NE

• Rolling Hills Village -9th, Quezon City 3.0 km NW

• Olympic Village -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 5496 ‎ 3.5 km S

• Lemax Village Collection -30 Edsa Corner Pioneer Street , Mandaluyong (02) 687 7080 ‎ 3.5 km S

• Cinco Hermanos Village -Maj. Santos Dizon Street, Marikina City 3.6 km NE

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