A Requirement for Marketing Management Class under Professor Remigio Joseph De Ungria, MBA, CDM ASMPH

1. 1
10 STEP
Marketing Plan for
SV MORE Center for Diabetes
Michael Allen Santillana
August 2015
www.svmoregroup.net/centerfordiabetes

2. 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.
Disclaimer

3. 1. SV MORE Center for Diabetes’ primary target market will
be people ages 20-79, and afflicted with type 1 or type
2 diabetes.
2. Those who need and want efficient and personalized
health care
3. Hospitals with diabetes centers, other diabetes specialty
centers
4. Opportunity to provide specialized care for diabetics
5. Total market = Php 30 B; total adult cases (20-79 y/o)
in 2014: 3.3 Million
Steps 1 to 5
Summary headline of your
PTM and market

4. 6. Equipped with doctor’s clinic for
consultation and diabetes counseling
7. Fair pricing methods, price matching
8. Promotional materials, membership
packages; promotion with parent
pharmaceutical company; referrals
9. Satellite center in Quezon City
10. Niche and Differentiation
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. Describe the primary target
market (PTM)*
n Demographics: ages 20-79, Male and
Female, regardless of social class
n Lifestyle: career individuals, retirees,
health conscious
n Behavior: annual laboratory screening,
especially for people over 40 y/o

6. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow

7. Describe your PTM needs
7
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I realize I am happiest when I am
and function at my best
I am getting premium care;
I feel the support
I will feel safe here.

8. 2. PTM’s needs, wants &
demands
Needs: Getting better physically, mentally, emotionally;
autonomy, belongingness, self-esteem
Wants: SV MORE Center for Diabetes provides premium
care with low cost professional fees
Demands: Best equipment, facilities, ambiance, and
atmosphere. Can be instrumental for optimal support.

9. 3a. Direct and indirect
products that address my
PTM’s NWD
n Direct: Diabetes Centers of The Medical City,
Makati Medical Center, St. Luke’s Global
n Indirect: Nursing care homes, other diabetes
specialty centers, home therapy (?)
n Variables: age, severity, accessibility,
membership packages, level of care and
support

10. 3b. Positioning Maps
Price/
Age
Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
A-B
C-D
Others
St. Luke’s
TMC
SVM CFD

11. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
n Opportunity in providing efficient,
personalized, and the best possible nutritional
and medical care for diabetes patients.
What NWDs are not being addressed?
n Accessibility (only in Quezon City, Tomas
Morato area)

12. 5a. Estimate the market size
using competitor data
1. Total health expenditure of the Philippines
2014: Php 234 B
2. Expenditure on Diabetes: 12.8% or Php 30 B
3. Richest quartile consulted doctors/clinics:
48% share
4. Self care: 50%
5. Stake due to Niche Marketing: 1% by SV
MORE Center for Diabetes

13. 5b. Estimate the market size
using company data
1. Claimed market share
2. Guesstimate on market share
n Fair share of market
n Distribution extent
3. Historical sales

14. 5c. Estimate the market size
using customer data
n PH population 2015: 101 M
n Women ≥ 20 y/o who are obese: 8.08%
n Men ≥ 20 y/o who are obese: 4.50%
n Diabetes-related Expenditure per Person
n Php 9,270.00

15. 6a. Photo of product category

16. 6b. Product Description
The SV MORE Center for Diabetes will offer comprehensive care of
complex cases of diabetes and preventive management for all
patients with diabetes and pre-diabetic conditions chiefly in
Quezon City. It will complement the services of its parent
pharmaceutical corporation, the currently operating SV MORE
Group of Companies in terms of the latter’s ability to provide for
and prescribe low-cost, highly efficient oral anti-diabetic agents.
This Center will be a community leader by reshaping diabetes
health care management for this growing patient population.

17. 7. Price
n Get prices of your product
n Creatively compare vs. competitors
across different pack sizes and variants
n Quantify the price difference in % terms
vs. competitors
n Conclude on what pricing strategy is
being used

18. 8a. Samples of Promo

19. 8b. Competitor promo

20. 9. Place
n SV MORE Center for Diabetes will be
located in SV MORE Group Corporate
Center
n Key areas of consideration for branching
out: Makati, BGC, Pasig, New Manila

22. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
n Low Cost of Services and Professional Fees
n Promotion with well-known parent
company
n Differentiation (vs. Dietitians/Nutritionists;
SV MORE Center for Diabetes can cater to
medical needs)
n Niche Marketing