1. +
10 Step Marketing Plan for TMC Community
Pediatrics Service Unit (Compeds)
Lourdes Tan

2. +
5 Steps for Part 1
 1. Primary Target Market
 2. Needs, Wants and Expectations
 3. Choices, Competitors
 4. Opportunity, Gap
 5. How big is the Market, Cost, Consumer,
Competition

3. +
Step 1: PTM
 Purok Ilugin, Barangay Pinagbuhatan (Pop’n
130,000), Pasig City
 Ages 18 years old and below, Class E and D
 Depressed area
 Live in subsistence
 Poor health seeking behavior

4. +
Step 2: NWE
 Needs: Health Promotion
 Wants: Healthier Barangay
 Expectations: Opportunity to practice good hygiene into
becoming a habit
 Maslow: Want Security  knowing that healthier lives
leads to become progressive individuals of society

5. +
Step 3: Competitors
 Direct:
 Barangay Health Center
 Rotary Club of Pasig
 Medical Missions
 Pasig Dental Association
 Indirect:
 Ilugin Elementary School
 Ilugin Homeowners Association
 Barangay Officers
 Variables:
 Within vicinity, sense of community, organized

6. +
TMC
Comp
Position Mapping
Sustainable
Not sustainable
More
Community
Involvement
Lesser
Community
Involvement
BHC
Med
Mission
Rotary
Dental
Assoc

7. +
BHC
P
Position Mapping
Needs Met
TMC
Comp
Needs Not Met
More
Community
Involvement
Lesser
Community
Involvement
Rotary
Dental
Assoc
Med
Mission

8. +
Step 4: Gaps
 Gaps in actually involving the community to make
programs that meet their needs and be more
sustainable
 TMC Compeds
 Empowers the community
 Addressing REAL needs of community
 More sustainable

9. +
Step 5: Market Size
http://nscb.gov.ph/headlines/StatsSpeak/100706_rav_poverty.asp

10. +Step 6: Product

11. +
5 Steps for Part 2
 6. Product
 7. Promo
 8. Price
 9. Place
 10. Winning Strategy

12. +
Step 6: Product
 TMC Compeds
 “Empowers communities thru collaborative
partnership with other socially responsible
agencies”
 Develops and executes Community Health
Programs: (1) Health Service Delivery, (2)
Capability building, (3) Health Promotion, (4)
Community organization, (5) Coordination and
Networking
 Aims at sustainability

13. +
Step 7: Promo
 Personal Communication:
 Direct Marketing
 Direct involvement with end
users
 For the community by the
community  Health

14. +
Step 8: Price
 Non-profit organization

15. +
Step 9: Place
 Barangay Pinagbuhatan, Pasig
City
 Close proximity to TMC, which
is the training hospital for the
pediatricians
 Compeds is a requirement in
the Philippine Pediatric Society

16. +
Step 10: Winning Strategy
 Differentiation: TMC Compeds
 Empowers the community
 Addressing REAL needs of
community
 Sustainability