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

2. PART 1
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
OUTLINE

3. PART 1PART 15 STEPS
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

4. PART 2PART 25 STEPS
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. PART 1: PTM AND POSITIONING

6. 1 TARGET
PRIMARY
MARKET

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

8. MORE FEET PROBLEMS DUE TO AGINGMORE FEET PROBLEMS DUE TO AGING
PRIMARY TARGET MARKET
1
PSYCHOGRAPHIC
•WORKING OR ACTIVE LIFESTYLE
•WEARS LEATHER SHOES OR HIGH HEELS OFTEN TO
WORK OR ACTIVITIES
•EXPERIENCING DISCOMFORT WITH THEIR FEET/ BACK
PAINS
•SUFFERING FROM FLAT FOOT, GAIT CHANGE, AND
OTHER PROBLEMS THAT CAN BE CAUSED BY AGING
•ATHLETES WERE NOT CHOSEN AS PRIMARY MARKET
BECAUSE OF SATURATION OF SPORTS SHOES THAT
ARE SPECIALIZED FOR SPECIFIC CONCERNS

9. 2 WANTS
NEEDS
DEMANDS

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

11. • PTM NEEDS SAFETY, SELF- ESTEEM AND SELF-
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
PTM’S NEEDS, WANTS & DEMANDSPTM’S NEEDS, WANTS & DEMANDS
NEEDS, WANTS AND DEMAND
2

12. 3 COMPETITION

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

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

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

16. 4 OPPORTUNITY
GAP
POSITIONING

17. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITYFREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY
GAP, OPPORTUNITY, POSITIONING
4
•FREY IS THE ONLY REAL CUSTOMIZABLE ARCH
SUPPORT (FULLY ANALYZED BASED ON HEIGHT,
GAIT, ETC) AND IS MADE FROM DURABLE
MATERIAL
•NO BRAND HAS A SIMILAR POSITION
•OTHER FOCUS ON LOW PRICE, TEMPORARY
RELIEF AND MASS PRODUCTION

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

19. FREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITYFREY POSITIONS STRONGLY IN A NICHE MARKET OPPORTUNITY
GAP, OPPORTUNITY, POSITIONING
4
•FOOT AND ASSOCIATED HEALTH PROBLEMS
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

20. 5 MARKET SIZE

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

22. PART 2: MARKETING MIX

23. 6 PRODUCT

24. ARCH SUPPORTARCH SUPPORT
PRODUCT
6
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)

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

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

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

28. PHOTO AND DESCRIPTIONPHOTO AND DESCRIPTION
PRODUCT
6
ORTHOPEDIC
ARCH SUPPORT (SHOE INSERT)
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
FABRICATION OF CUSTOM- MADE ORTHOSIS
USES UP-TO-DATE TECHNOLOGY

29. PHOTO AND DESCRIPTIONPHOTO AND DESCRIPTION
PRODUCT
6
ORTHOPEDIC
ARCH SUPPORT (SHOE INSERT)
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

30. HOW TO ORDERHOW TO ORDER
PRODUCT
6

31. 7 PRICE

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

33. 8 PROMOTIONS

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

35. ADVERTISINGADVERTISING
PROMOTIONS
8

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

37. SEND MEDICAL REPRESENTATIVES TO
EXPLAIN TO INTRODUCE
PRODUCT TO DOCTORS
PERSONAL SELLINGPERSONAL SELLING
PROMOTIONS
8

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

39. COMPETITOR ADVERTISINGCOMPETITOR ADVERTISING
PROMOTIONS
8
BURLINGTON’S WEBSITE

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

41. 9 PLACE

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

43. 10
UNIQUE
SELLING
PROPOSITION

44. FREY IS A NICHE LEADER IN CUSTOMIZABLE ARCH SUPPORTFREY IS A NICHE LEADER IN CUSTOMIZABLE ARCH SUPPORT
PLACE
9
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

45. SUMMARY

46. PART 1PART 15 STEPS
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

47. PART 2PART 25 STEPS
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

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