10stepmarketing paulvillarin
TRANSCRIPT
Paul N VillarinNovember 2012
www.linkedin.com/in/paulvillarin
10 STEP Marketing Plan for
SELF Enhancement for Life Foundation
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
SELF is a non-stock, non-government organization dedicated to the treatment and rehabilitation of individuals suffering from substance abuse and other Attitude Disorders. Since its inception in 1992, it has provided residential treatment and rehabilitation services to more than 1000 troubled men and women of varied ages who have been diagnosed with substance and non-substance dependencies. Of those who have completed the program, 85% are living sober and productive lives.
Company Profile
The main treatment and rehabilitation approach used by SELF is called the Therapeutic Community (TC). Developed more than 50 years ago, the TC is one of the most effective behavior modification programs in the world. It is founded on the Enlightenment Model of recovery where individuals living together empower each other to heal their addiction through insights derived from group processes and Learning Experiences. The SELF TC program utilizes a highly structured environment built around a well-defined Chain of Command. Through a rigid schedule of daily activities, residents are closely monitored, evaluated and promoted according to their attitudinal development.
The SELF TC operates around a complex system of different Tools of the House that encourages the residents to effect changes in their behavior. Seminars and workshops are provided to further encourage them to take a positive view of life in general. In 2004, SELF improved its program by implementing a Dual Approach Program of Behavior Modification complemented by Clinical Intervention. Since then, incidents of relapse, particularly from clients with multiple disorders, have been remarkably reduced.SELF has been at the forefront in developing rehab technology in Asia. It has pioneered unique methods of intervention which have gained acceptance in the industry both in the Philippines and parts of Asia.
1. SELF’s PTM are families belonging to class B, A, AA, AAA
2. Who demands only the best drug rehabilitation treatment for their loved ones.
3. Can choose Seagulls or Rising Phoenix.4. Gap is that all other centers employs
only the traditional TC program.5. Market size is 130 million. SELF share is
50 million.
Steps 1 to 5
Only the Best…
6. SELF has world class facilities, a dual approach program, monthly journals, & high success rate for graduates.
7. SELF is priced 20% more than Seagulls and 35% more than Rising Phoenix.
8. Uses word of mouth, direct marketing, public relations, events & experiences.
9. Has secluded facility and main office in Alabang.
10. Uses differentiation approach to win.
Steps 6 to 10
Families pay for quality
Families of social class B, A, AA, AAA within Metro Manila and nearby provinces.
With loved ones (family members) having substance abuse problems.
1. SELF’s PTM are families belonging to class B, A, AA, AAA
2. PTM’s needs, wants, & demands
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 Hierarchy of Needs Marketing Management, 11th ed, Philip Kotler
Need to be recognized by loved one who is a substance abuser
Wants security and protection for loved one who is a substance abuser
I am a good parent, spouse, kin, or friend
Need to be loved by loved one who is a substance abuser
Families of substance abusers desperately needs to feel that they are good parents, spouses, kin, or friend. They need to be recognized for this and to be loved by the substance abuser.
They prefer SELF for its world-class facility and its proven dual approach program.
They demand only the best for the substance abuser.
2. PTM’s needs, wants & demands
Direct: Seagulls and Rising Phoenix(Uses similar TC program)
Indirect: Small private therapeutic community, public rehabsVariables: Price, location, facility, program, program graduates, website
3a. SELF has many formidable competitors
3b. Positioning MapsSELF is #1 in niche: High-End Substance Rehabilitation Program
Price/ Age Matrix
D C B A AA AAA
High price
Low Price
SELF
Seagulls
Price vs. Social Class
Rising Phoenix
Public Rehabs
Other Private Rehabs
SELF positioningFeature Benefit Positioning vs. Brand Matrix
Feature & BenefitPublic
Rehabs
Other Private Rehabs
Rising Phoenix Seagulls SELF
TC Program DOH Accreditation Treatment Facility Website Lifetime Support International Accreditation Family Empowerment Program Separate Main OfficeClinical Program (Dual Approach) 85% Success RateMonthly Journals
SELF possess all the features sought for in a rehabilitation center.SELF is the center with the promise of a high success rate: 85% of graduates do not relapse (as per 16 year statistics: 1992-2008).Monthly JournalsSELF Dual Approach Program
4. SELF Positions Strongly in Differentiation
SELF Enhancement for Life Foundation,Rehabilitation and Beyond!
Source: http://www.selfoundation.com
4. “Positioning”: Brand Identity from the Maker
Seagulls – 70 heads – 70(0.70) = 49At 50,000 a month for 12 months = P600,000
600,000 (49) = P29,400,000Rising Phoenix – 70 heads – 70(0.70) = 49At 45,000 a month for 12 months = P540,000
540,000 (49) = P26,460,000SELF – 100 heads – 100(0.70) = 70At 60,000 a month for 12 months = P720,000
720,000 (70) = P50,400,000TOTAL = P106,260,000
*Admission rates may vary and are not consistent for every resident. This is normal for the rehab industry since admission rate is dependent on negotiations. The rates shown are the known usual rates as of 2011.
5a. Market Size Based on Known size of Competitor Facility at Estimated 70% Utilization
1. SELF admits an around of 70 residents per year. Give or take P60,000/month x 12months = 720,000/yearx 70 residents = P50,400,000
2. SELF claims the top of mind choice among its main competitors (Seagulls and Rising Phoenix). It claims market share of 40%.
3. Total market for social class B, A, AA, AAA is P50,400,000/0.40 = P126 million.
5b. Market size based on company data
Seagulls has 50 residents at 600,000/year each= P 30 million
Rising Phoenix has 50 residents at 540,000/ year each = P 27 million
SELF has 70 residents at 720,000/year each = P 50.4 million
TOTAL = P 107.4 million
5c. Market size using customer data
1. Competitor data= P 106,260,0002. Company data = P 126,000,0003. Customer Usage data = 107,400,000
* Derived conclusion with an upward adjustment of market size considering that small private rehabs of varied rates is estimated to have a market share of 10% most of which are from social class B.
5. Concluded that market is at P 130 Million
5. Concluded that market is at P 130 Million
*According to the Philippine Drug Enforcement Agency, a closer look at the profile of drug personalities in 2010 would manifest one social problem in the country - poverty. Based on the data of arrested drug personalities (8259), 58% are underemployed and 21% are unemployed. Underemployment and unemployment are indicators of poverty.
Judging from this, social class B, A, AA, AAA only comprises 21% (1,734). 45% of which are from NCR (780). Individuals who are actually brought to treatment is estimated to be 1 out of every 3 or 33% (257).
Source: http://pdea.gov.ph
6a. Photo of product category
1. SELF possess all the features sought for in a rehabilitation center.
2. SELF is the center with the promise of a high success rate: 85% of graduates do not relapse (as per 16 year statistics: 1992-2008).
6b. What makes SELF Different and the Best Option?
6b. What makes SELF Different and the Best Option?
SELF Dual Approach ProgramNormally, TC behavior modification approaches claim that if we changed the way one behaves, we’re likely to resolve the dependency issues. In 2004, SELF improved its program by implementing a Dual Approach Program of Behavior Modification complemented by Clinical Intervention. With the incorporation of clinical therapy, clients are now able to reap the full benefit of holistic care as they receive individual and group counseling, family therapy, medical and mental health services which may be required by the client.
6b. What makes SELF Different and the Best Option?
Through this approach, SELF can also address co-occurring (concurrent) mental/psychiatric and substance-related disorders through a multi-dimensional approach of biological (pharmacologic), psychological (counseling & therapy), social (peer-based influences) and spiritual formation.
Source: http://www.selfoundation.com
Seagulls Village – P50,000/monthRising Phoenix – P45,000/monthSELF – P60,000/month
The market, social class B, A, AA, AAA has the capacity to pay. Taking from the PTM’s NWD, they want only the best. SELF differentiation approach allows it to charge higher rates (Competitive Advantage, Porter, M.E., 1985)
7. SELF is 20% higher than Seagulls and 35% higher than Rising Phoenix
8a. SELF modes of Promotion
1. Word of Mouth
2. Direct Marketing
3. Public Relations
4. Events and Experiences
8a. SELF’s Direct Marketing Through Its Informative Website
8a. SELF Through Youtube
http://www.youtube.com/watch?v=LauE4oe_D8E
8a. SELF’s Direct Marketing Through Its Journals
Reedley International Drug Symposium I Quezon City, March 14, 2011
SELF participated in a drug symposium at the Reedley International School in Quezon City on March 14. In a forum entitled “reel Vs. real”, SELF President Martin r. Infante presented a seminar entitled “No To Friend — Learning About Addiction and How to Avoid Falling Prey to Dependent Behavior. He talked about the myths of addiction and associated physical and psychological challenges. He also provided valuable tips for teen-age healthy living and how to build trust in families. Three reentry residents followed and took turns sharing their life stories to an eager crowd of 1st and 2nd year high school students. Photo shows the SELF team (from left) Tony, Gie, Allysa and Martin holding up two posters drawn by the students as their token of appreciation, with Reedley Teacher Jotham Manlapaz and a few of the students.
8a. SELF’s Public Relations
8a. SELF’s Events & Experiences
Movie Screening
8a. SELF’s Events & Experiences
8b. Competitor Seagulls’ Website
8b. Seagulls Through Youtube
http://www.youtube.com/watch?v=2dD9Qjfxc-o&feature=related
8b. Seagulls’ Events & Experiences
8b. Competitor Rising Phoenix Facebook Page
Not informative
Rehabilitation centers are usually located far from the Metro. In order to make SELF accessible, it has a separate office in the Madrigal Business Park in Alabang. These makes personal and phone inquiries easier. Rising Phoenix and Seagulls Village also have separate offices and are also in Madrigal Business Park.
9. SELF Has a Separate Office & Treatment Facility
10. SELF Wins Through Differentiation
SELF’s main strategy is differentiationSocial class B, A, AA, AAA has the capacity to pay. With the PTM’s NWD of wanting only the best treatment for their loved one, low cost as a strategy is not as dominant.
SELF has a more informative website relative to the competition.
Has a bigger and more developed facility.
SELF benefits from its industry leading success rate of 85% for the graduates of its program.
Publishes monthly journals for distribution which promises better reach to potential clients.
SELF differentiates further from the competition through its integrated dual approach program.
10. SELF Wins Through Differentiation
SUMMARY
1. SELF’s PTM are families belonging to class B, A, AA, AAA
2. Who demands only the best drug rehabilitation treatment for their loved ones.
3. Can choose Seagulls or Rising Phoenix4. Gap is all other centers employ only the
traditional TC program.5. Market size is 130 million. SELF share is
50 million.
Steps 1 to 5
Only the Best…
6. SELF has world class facilities, dual approach program, monthly journals, & high success rate for graduates.
7. SELF is priced 20% more than Seagulls and 35% more than Rising Phoenix.
8. Uses word of mouth, direct marketing, public relations, events & experiences.
9. Has secluded facility and main office in Alabang.
10. Uses differentiation approach to win.
Steps 6 to 10
Families pay for quality
Paul N Villarin November 2012
www.linkedin.com/in/paulvillarin
10 STEP Marketing Plan for
SELF Enhancement for Life Foundation