1. 10 Steps: Marketing Plan for Maxicare Oliver Chan Cristina Garcia Rose Ann Palma Ateneo Graduate School of Business Ateneo School of Medicine and Public Health 10 January 2011

7. Direct and Indirect Competitors

8. Competitive Position Map

9. Competitive Position Map

11. Based on competitor data, HMO market is P10.5 B industry and Maxicare’s share is 1.698 B (16% market share)

13. Estimate market size using customer data (Market size = 59 B) Only 45% have insurance. Filipinos with insurance = 94 million x 45% = 42.3 million Market size = 42.3 M Filipinos x P1,400 = 59 billion

14. HMO industry is dominated by 3 major brands

15. Product Description

17. Product Description Plan Type Room and Board Accomodations Maximum Benefit Limit (Php)

18. Product Description

22. Promo: At Present

24. Promo: At Present

26. Promo: Competitor

27. Promo: Competitor

28. Price : Fixed Plans

29. Price

30. Price : Customized Plans

31. Place: Accessibility

33. SUMMARY

36. 10 Steps: Marketing Plan for Maxicare Oliver Chan Cristina Garcia Rose Ann Palma Ateneo Graduate School of Business Ateneo School of Medicine and Public Health 10 January 2011