1. 1 10 STEP Marketing Plan for BELO Medical Group MeghaBehani Anna Guray Lee Sandel Hazelle Velasco June 2011 www.BeloMedicalGroupV54.blogspot.com

2. Disclaimer This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. When appropriate, data are “masked” so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

3. Steps 1 to 5Belo “ The doctor to the Stars” Belo PTM are real and “wanna” be stars. Who want to look like a star. Can choose CalayanSurgicenter Inc., Marie France or Cathy Valencia Skincare. Gap is all other clinics are more known to have affordable prices with comparable services. Market share of 60%

4. Steps 6 to 10Stars pay for beauty. Belo Medical offers cosmetic surgery and dermatological services. It is more expensive than CalayanSurgicenter, Cathy Valencia Skincare and Marie France. Uses Print ads, billboards and celebrity endorsers. Branches all over the metro and California USA. Uses famous celebrity endorsers to attract the market.

6. Lifestyle (People who are willing to enhance their beauty with a cost, who have jobs with aesthetic requirements or is in constant search for looking young and beautiful)

8. PTM needs to be appreciated by their loved ones through their sexy body and flawless skin. I am happy when I get appreciation from my loved ones I want to be appreciated

10. Indirect: Dermatologist, skin care products, gym, health stores, health and beauty magazines, slimming pills, spa, and.

12. Belo Medical Group provide quality beauty and service. as of 2011

14. They are visibly seen all over the metro and even in the US.

15. They have the most trusted celebrity endorsers.

16. They have better and strong marketing and advertising strategies.CalayanSurgicenter, Marie France and Cathy Valencia Skincare are trying to compete this strategy. 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

18. The Price you have to pay to be sexy? Not Much.

19. Discover BELO Beauty

22. Market share of 60%

23. P20 x 0.6 = P 12 MSource: Belo helpdesk (844-2939)

24. 5c. Consumer size of P113M Cosmetic Surgery:3 out of 10 Filipinos undergo cosmetic surgery per day which costs around P100,000 per session.3 x 1 x P100,000 x 365 = P109,500,000 Derma:5 out of 10 Filipinos undergo derma procedures per day which costs around P2000 per session.5 x 1 x P2000 x 365 = P3,650,000 TOTAL: P109,500,000+P3,650,000 = P113,150,000

25. 5. Cosmetic Surgery and Dermatological market is 12 million Competitor data= no data Company data = P12M Customer Usage data = P113 Milllion

26. 6a. Belo’s product of Beauty

27. 6a. Belo’s product of Beauty Under Non Surgical: Tenor, Multipolar Skin Tightening ,Thermage treatment, contouring treatment and surgical treatments Products: Belo Prescriptives , Neo strata skin care, Infracyte transformation program, enormous lash, cosmelan, ObagiElastidermDecolletage , Obagi Nu- derm systems , Obagi Services: Liposulpting, Cosmetic surgery procedures, Facials and Peels, Acne management and acne scars, skin pigmentation and melasma treatments, Botox and fillers, skin rejuvenation etc

28. 6a. Belo vs. Calayan

29. 6a. Belo vs. BH6750

30. 6a. Belo vs. Forever Flawless

31. 6a. Belo vs. Cathy Valencia

32. 6a. Belo vs. Marie France

33. 6b. The Belo promise of Perfection. PERFECTION The experts at the Belo Medical Group understand that perfect beauty varies of each individual. Belo’s medical team strives to give their utmost care and the best medical treatments to achieve satisfaction for their patients. The benefits reaped are more than just skin-deep. Helping a person regain or boost his/her confidence and self-esteem which result to more productivity because of renewed and uplifted self-image. This remains to be the heart and mindset of Dr. Belo and has generated throughout Belo Medical Group’s entire operations. PERSONAL Ideal beauty is the attractiveness best suited for an individual. http://wiki.alumni.net/wiki/Asia/Philippines/Metro_Manila/Makati_City/Medical_Plaza_Makati/Belo_Medical_Group/

35. To incentivize the lifestyle change necessary to maintain the shape

36. To provide the avenues for Customer Delight

38. Customer service strategy Belo Group SLIMMING & CONTOURING Sustainability Program Internal Marketing External Marketing Customers Doctors / Staff Interactive Marketing

39. 7. Price Cosmetic Surgery:25,000-500,000 per session Derma:2,500 – 10,000 per session

40. 7. Belo Price vs. Competitors Cosmetic Surgery:25,000-500,000 per session Calayan: 20,000 – 400,000Marie France: 20,000 – 300,000Cathy Valencia: 20, 000 – 250,000

41. 7. Belo Price vs. Competitors Derma:2,500 – 10,000 per session Calayan: 1,500 – 10,000Marie France: 2,000 – 10,000Cathy Valencia: 1,500 – 10,000

42. 8. Promotion 2 4 1 3 5

43. 8a. Belo uses Billboard

44. 8a. Belo uses Magazines

45. 8a. Belo uses Events and Experiences

46. 8a. Belo uses Word-of-mouth from celebrity clients.

47. 8a. Belo uses Website

48. 8a. Belo uses social networks

49. 8a. Secrets of a successful marketing campaign in the beauty industry "Events will get the attention of the public. But your events have to be in line with the product that you are launching, or with your target market," said Belo.

50. 8a. Secrets of a successful marketing campaign in the beauty industry Having endorsers can boost your sales, but having the right endorsers can make you the market leader. "We choose our endorsers well; someone who can communicate with our target market, someone who can send the message across," said Belo.

51. 8a. Secrets of a successful marketing campaign in the beauty industry As an adage goes, good or bad publicity is still publicity. "The good thing about controversies is that people talk about you, the brand or your product," Belo said. "And at the end of the day, people will remember your name but not the incident."

52. 8a. Secrets of a successful marketing campaign in the beauty industry Catchy Tagline "It is an effective way of sending your message across or grabbing the attention to your ad with only a handful of words," the doctor added. "Taglines must always be short and catchy."

53. 8a. Secrets of a successful marketing campaign in the beauty industry PR Support "Ads can only stir interest for your brand or product but you need to have press releases to support it," Belo said. "If the ads have short and catchy taglines, the press release will step in to explain further about the product or procedure. The ads will create the question, the press release will provide the answers."

54. 8a. Secrets of a successful marketing campaign in the beauty industry http://www.entrepreneur.com.ph/growyourbusiness/article/5-secrets-of-a-successful-marketing-campaign-in-the-beauty-industry

55. 8a. Belo Promotions

56. 8a. Belo Promotions

57. 8a. Belo Promotions

58. 8a. Belo Summer fun and the Early Birds

59. 8a. Belo Limited offers

60. 8b. Calayan Promotions

61. 8b. Flawless Promotions

62. 8b. BH 6750 Promotions

63. 8b. Dermclinic Promo

64. 8b. CV Promotions

65. 9. Place- GreenbeltThe Residences at Greenbelt, San Lorenzo Tower, Esperanza St., Greenbelt Complex, Makati City

66. 9. Place- Tomas Morato305 Tomas Morato Ave., cor. Scout Madriñan St., South Triangle, Quezon City

67. 9. Place- AlabangWestgate Center, FilinvestAlabang

68. 9. Place- Greenhills51 Connecticut St., Northeast Greenhills, San Juan City

69. 9. Place- Medical PlazaSuite 901 Medical Plaza Makati, Amorsolo cor. Dela Rosa Sts., Legaspi Village, Makati City

70. 9. Place- PodiumLower Ground Level, The Podium, ADB Ave., OrtigasCenter, Mandaluyong City

71. 9. Place- TrinomaLevel 3 TriNoma, North Ave., Quezon City

72. 9. Place- CebuLevel 1 The Terraces, Ayala Center Cebu, Cebu City

73. 9. Place- USA Soon to open: A: 1160 N. Central Avenue, Suite 201, Glendale, CA 91202

74. 10. Belo Medical Group dominates the niche market We all know that when talking about enhancing physical appearance, the first thing that comes to mind is Belo. Belo Medical Group main strategy is to dominate the niche market of 24-65 years old who wants to achieve that sexy body and flawless skin. It benefits from the strong advertising and marketing strategies being used to market its products and services.Has a world-class and advanced cosmetic surgery and dermatological services available inside and outside the country. Despite the scandal that the company faced years ago, it even became an opportunity for the company to be recognized.

75. SUMMARY

76. Steps 1 to 5Belo “ The doctor to the Stars” Belo PTM are real and “wanna” be stars. Who want to look like a star. Can choose CalayanSurgicenter Inc., Marie France or Cathy Valencia Skincare. Gap is all other clinics are more known to have affordable prices with comparable services. Market share of 60%

77. Steps 6 to 10Stars pay for beauty. Belo Medical offers cosmetic surgery and dermatological services. It is more expensive than CalayanSurgicenter, Cathy Valencia Skincare and Marie France. Uses Print ads, billboards and celebrity endorsers. Branches all over the metro and California USA. Uses famous celebrity endorsers to attract the market.

78. 67 10 STEP Marketing Plan for BELO Medical Group MeghaBehani Anna Guray Lee Sandel Hazelle Velasco June 2011 www.BeloMedicalGroupV54.blogspot.com