mitera
Post on 24-May-2015
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The Mother’s PlaceThe Mother’s PlaceThe Mother’s PlaceThe Mother’s Place
Our mission is to be the high quality convenient Our mission is to be the high quality convenient maternity care provider center in order to satisfy all maternity care provider center in order to satisfy all mother-to-be and newly mothers’ needs and wants mother-to-be and newly mothers’ needs and wants
during and also after their pregnancy period. during and also after their pregnancy period.
We hope that every mother would stay healthy and We hope that every mother would stay healthy and deliver the baby safely, by providing our best deliver the baby safely, by providing our best
professionally services and products. professionally services and products.
Our mission is to be the high quality convenient Our mission is to be the high quality convenient maternity care provider center in order to satisfy all maternity care provider center in order to satisfy all mother-to-be and newly mothers’ needs and wants mother-to-be and newly mothers’ needs and wants
during and also after their pregnancy period. during and also after their pregnancy period.
We hope that every mother would stay healthy and We hope that every mother would stay healthy and deliver the baby safely, by providing our best deliver the baby safely, by providing our best
professionally services and products. professionally services and products.
Our goal is to be perceived as number 1 in high quality Our goal is to be perceived as number 1 in high quality convenient maternity care provider center in Thailand.convenient maternity care provider center in Thailand.
Our goal is to be perceived as number 1 in high quality Our goal is to be perceived as number 1 in high quality convenient maternity care provider center in Thailand.convenient maternity care provider center in Thailand.
• Our employees are well trained and superior Our employees are well trained and superior in quality, knowledge, language use and service in quality, knowledge, language use and service mindmind
• Build warm and comfy environmentBuild warm and comfy environment
• All needs and wants of maternity are serving All needs and wants of maternity are serving herehere
• Solve the right customer’s problem and serve Solve the right customer’s problem and serve the right customer’s needs and wantsthe right customer’s needs and wants
• Impression all customer and build good Impression all customer and build good relationship during and post purchasingrelationship during and post purchasing
• Our employees are well trained and superior Our employees are well trained and superior in quality, knowledge, language use and service in quality, knowledge, language use and service mindmind
• Build warm and comfy environmentBuild warm and comfy environment
• All needs and wants of maternity are serving All needs and wants of maternity are serving herehere
• Solve the right customer’s problem and serve Solve the right customer’s problem and serve the right customer’s needs and wantsthe right customer’s needs and wants
• Impression all customer and build good Impression all customer and build good relationship during and post purchasingrelationship during and post purchasing
• Decreasing in pregnancy rate in Thailand due to Decreasing in pregnancy rate in Thailand due to the change of…the change of…
o people’s lifestyle people’s lifestyle o people’s attitudepeople’s attitudeo higher educationhigher educationo higher cost of livinghigher cost of living
• Decreasing in pregnancy rate in Thailand due to Decreasing in pregnancy rate in Thailand due to the change of…the change of…
o people’s lifestyle people’s lifestyle o people’s attitudepeople’s attitudeo higher educationhigher educationo higher cost of livinghigher cost of living
• Birth rate in Thailand per year ≈ 800,000 Birth rate in Thailand per year ≈ 800,000 • Birth rate in Thailand per year ≈ 800,000 Birth rate in Thailand per year ≈ 800,000
• Decreasing in infant mortality rate in Thailand Decreasing in infant mortality rate in Thailand due to…due to…
o higher educationhigher educationo advancement in medical technologiesadvancement in medical technologies
• Decreasing in infant mortality rate in Thailand Decreasing in infant mortality rate in Thailand due to…due to…
o higher educationhigher educationo advancement in medical technologiesadvancement in medical technologies
• Increasing numbers of health conscious peopleIncreasing numbers of health conscious people• Increasing numbers of health conscious peopleIncreasing numbers of health conscious people
SegmentationSegmentation: Geodemographic: GeodemographicSegmentationSegmentation: Geodemographic: Geodemographic
PositioningPositioning: High quality convenient maternity care : High quality convenient maternity care provider centerprovider center
PositioningPositioning: High quality convenient maternity care : High quality convenient maternity care provider centerprovider center
TargetTarget: Niche market = Mother-to-be and newly : Niche market = Mother-to-be and newly mothers with…mothers with…
o moderate – high incomemoderate – high incomeo lower middle class – upper upper classlower middle class – upper upper classo urban area residenturban area resident
TargetTarget: Niche market = Mother-to-be and newly : Niche market = Mother-to-be and newly mothers with…mothers with…
o moderate – high incomemoderate – high incomeo lower middle class – upper upper classlower middle class – upper upper classo urban area residenturban area resident
THREATTHREATTHREATTHREATOPPORTUNITYOPPORTUNITYOPPORTUNITYOPPORTUNITY
WEAKNESSWEAKNESSWEAKNESSWEAKNESSSTRENGTHSTRENGTHSTRENGTHSTRENGTH
• Pioneer in this business Pioneer in this business • LocationLocation
• High QualityHigh Quality• ConvenienceConvenience
• One-stop centerOne-stop center• Variety of productsVariety of products
• Pioneer in this business Pioneer in this business • LocationLocation
• High QualityHigh Quality• ConvenienceConvenience
• One-stop centerOne-stop center• Variety of productsVariety of products
• High price for products and servicesHigh price for products and services• High price for products and servicesHigh price for products and services
• Pregnancy ratePregnancy rate• Birth rateBirth rate
• CompetitorsCompetitors• EconomicEconomic
• HealthHealth• WarWar
• Pregnancy ratePregnancy rate• Birth rateBirth rate
• CompetitorsCompetitors• EconomicEconomic
• HealthHealth• WarWar
• DemographicDemographic• EconomicEconomic
• TrendTrend
• DemographicDemographic• EconomicEconomic
• TrendTrend
HospitalsHospitals: Obstetrics and midwifery: Obstetrics and midwiferyHospitalsHospitals: Obstetrics and midwifery: Obstetrics and midwifery
Specialized storesSpecialized stores: Fitness center, Spa, Salon, Day : Fitness center, Spa, Salon, Day care, Book stores, Café, Furniture storescare, Book stores, Café, Furniture stores
Specialized storesSpecialized stores: Fitness center, Spa, Salon, Day : Fitness center, Spa, Salon, Day care, Book stores, Café, Furniture storescare, Book stores, Café, Furniture stores
Department storesDepartment stores: Clothing section, Baby section, : Clothing section, Baby section, Toys Section, Furniture sectionToys Section, Furniture section
Department storesDepartment stores: Clothing section, Baby section, : Clothing section, Baby section, Toys Section, Furniture sectionToys Section, Furniture section
INTERNALINTERNALMARKETINGMARKETING
INTERNALINTERNALMARKETINGMARKETING
HOLISTICHOLISTICMARKETINGMARKETING
SOCIALLYSOCIALLYRESPONSIBLERESPONSIBLEMARKETINGMARKETING
SOCIALLYSOCIALLYRESPONSIBLERESPONSIBLEMARKETINGMARKETING
RELATIONSHIPRELATIONSHIPMARKETINGMARKETING
RELATIONSHIPRELATIONSHIPMARKETINGMARKETING
INTERGRATEDINTERGRATEDMARKETINGMARKETING
INTERGRATEDINTERGRATEDMARKETINGMARKETING
INTERNAL MARKETINGINTERNAL MARKETINGINTERNAL MARKETINGINTERNAL MARKETING
•CEOs treat employees like familyCEOs treat employees like family
• Annually efficiency developing seminar Annually efficiency developing seminar
• Carry on brand building to help employees Carry on brand building to help employees understand and be enthusiastic about brand understand and be enthusiastic about brand promisepromise
• Policy supporting employees’ workPolicy supporting employees’ work
• Policy on serving customers ethicallyPolicy on serving customers ethically
• Think consumerThink consumer
•CEOs treat employees like familyCEOs treat employees like family
• Annually efficiency developing seminar Annually efficiency developing seminar
• Carry on brand building to help employees Carry on brand building to help employees understand and be enthusiastic about brand understand and be enthusiastic about brand promisepromise
• Policy supporting employees’ workPolicy supporting employees’ work
• Policy on serving customers ethicallyPolicy on serving customers ethically
• Think consumerThink consumer
INTERGRATED MARKETINGINTERGRATED MARKETINGINTERGRATED MARKETINGINTERGRATED MARKETING
PRODUCTPRODUCTPRODUCTPRODUCT
PRICEPRICEPRICEPRICE
CHANNELCHANNELCHANNELCHANNEL
IMCIMCIMCIMC
ProductProduct• Products and services are Products and services are differentiateddifferentiated
o distinctivedistinctiveo superiorsuperioro preemptivepreemptive
• Products and services are Products and services are differentiateddifferentiated
o distinctivedistinctiveo superiorsuperioro preemptivepreemptive
• Products and services are based on Products and services are based on our survey to satisfy customer needs our survey to satisfy customer needs and wantsand wants
• Products and services are based on Products and services are based on our survey to satisfy customer needs our survey to satisfy customer needs and wantsand wants
Mother’s ProductsMother’s ProductsMother’s ProductsMother’s ProductsBaby’s ProductsBaby’s ProductsBaby’s ProductsBaby’s Products
•Mother’s Clothing and AccessoriesMother’s Clothing and Accessories- Maternity Business Wear- Maternity Business Wear- Maternity Casual Wear- Maternity Casual Wear- Maternity Formal Wear- Maternity Formal Wear- Maternity Intimate Apparel- Maternity Intimate Apparel- Maternity Swim Wear- Maternity Swim Wear- Maternity Shoes- Maternity Shoes- Designer Diaper Bags- Designer Diaper Bags
•Mother’s Body Care ProductMother’s Body Care Product
•Mother’s Clothing and AccessoriesMother’s Clothing and Accessories- Maternity Business Wear- Maternity Business Wear- Maternity Casual Wear- Maternity Casual Wear- Maternity Formal Wear- Maternity Formal Wear- Maternity Intimate Apparel- Maternity Intimate Apparel- Maternity Swim Wear- Maternity Swim Wear- Maternity Shoes- Maternity Shoes- Designer Diaper Bags- Designer Diaper Bags
•Mother’s Body Care ProductMother’s Body Care Product
•Baby’s ClothingBaby’s Clothing
•Baby’s ProductBaby’s Product- Bathtubs & Baby Care - Bathtubs & Baby Care - Books & Toys - Books & Toys - Bottles & Pacifiers - Bottles & Pacifiers - Bouncers & Swings - Bouncers & Swings - Breast Feeding Supplies - Breast Feeding Supplies - Car Seats- Car Seats- Diapers & Potties- Diapers & Potties- Highchairs- Highchairs- Monitors & Safety- Monitors & Safety- Strollers & Joggers- Strollers & Joggers
•Personalized Baby FurniturePersonalized Baby Furniture- Cribs- Cribs- Furniture- Furniture
•Baby’s ClothingBaby’s Clothing
•Baby’s ProductBaby’s Product- Bathtubs & Baby Care - Bathtubs & Baby Care - Books & Toys - Books & Toys - Bottles & Pacifiers - Bottles & Pacifiers - Bouncers & Swings - Bouncers & Swings - Breast Feeding Supplies - Breast Feeding Supplies - Car Seats- Car Seats- Diapers & Potties- Diapers & Potties- Highchairs- Highchairs- Monitors & Safety- Monitors & Safety- Strollers & Joggers- Strollers & Joggers
•Personalized Baby FurniturePersonalized Baby Furniture- Cribs- Cribs- Furniture- Furniture
Mother’s ProductsMother’s ProductsMother’s ProductsMother’s Products
Baby’s ProductsBaby’s ProductsBaby’s ProductsBaby’s Products
ServicesServicesServicesServices•Mitera Parenting ClassesMitera Parenting Classes- Childbirth prep- Childbirth prep- Infant CPR- Infant CPR- Infant Massage- Infant Massage- Infant Sign Language- Infant Sign Language- Sibling prep - Sibling prep - Baby Intelligent Developing Class- Baby Intelligent Developing Class
•Mitera Fitness CenterMitera Fitness Center- Maternity Fitness Course- Maternity Fitness Course- Water Fitness Course- Water Fitness Course- Maternity Yoga Course- Maternity Yoga Course- Shape Up With Baby Course- Shape Up With Baby Course- Mother and Baby Exercise- Mother and Baby Exercise
•Mitera Photo StudioMitera Photo Studio
•Mitera Nail Salon and Mitera Nail Salon and MassageMassage
•Mitera Café and Book Mitera Café and Book ClubClub
•Assorted Medical Assorted Medical ConditionsConditions
•Nutrition CounselingNutrition Counseling
•Emotional CounselingEmotional Counseling
•Product deliveryProduct delivery
•Baby sitting Baby sitting
ServicesServicesServicesServices
PricePrice
• Value-based pricing Value-based pricing strategystrategy
• Value-based pricing Value-based pricing strategystrategy
CustomersCustomersCustomersCustomers ValueValueValueValue PricePricePricePrice CostCostCostCost ProductProductProductProduct
ChannelChannel• Direct channel Direct channel through…through…
o Mitera store at ThonglorMitera store at Thongloro Mitera websiteMitera websiteo Mitera call centerMitera call center
• Direct channel Direct channel through…through…
o Mitera store at ThonglorMitera store at Thongloro Mitera websiteMitera websiteo Mitera call centerMitera call center
IMCIMC• AdvertisingAdvertising
o women magazinewomen magazineo expressway billboard (Plernchit, RamaIX)expressway billboard (Plernchit, RamaIX)
• AdvertisingAdvertisingo women magazinewomen magazine
o expressway billboard (Plernchit, RamaIX)expressway billboard (Plernchit, RamaIX)
• Sales PromotionSales Promotiono members will receive 5% discount on Mitera’s services, and members will receive 5% discount on Mitera’s services, and
10% discount on Mitera’s products10% discount on Mitera’s productso customers who take more than 3 classes or courses will customers who take more than 3 classes or courses will
receive 10% discount on Mitera’s servicesreceive 10% discount on Mitera’s services
• Sales PromotionSales Promotiono members will receive 5% discount on Mitera’s services, and members will receive 5% discount on Mitera’s services, and
10% discount on Mitera’s products10% discount on Mitera’s productso customers who take more than 3 classes or courses will customers who take more than 3 classes or courses will
receive 10% discount on Mitera’s servicesreceive 10% discount on Mitera’s services
• Public RelationsPublic Relationso women TV programwomen TV programo health TV programhealth TV programo mother TV programmother TV program
• Public RelationsPublic Relationso women TV programwomen TV programo health TV programhealth TV programo mother TV programmother TV program
MagazinesMagazinesMagazinesMagazines
TV ShowsTV ShowsTV ShowsTV Shows
SOCIALLY RESPONSIBLE MARKETINGSOCIALLY RESPONSIBLE MARKETINGSOCIALLY RESPONSIBLE MARKETINGSOCIALLY RESPONSIBLE MARKETING
DonationDonation
•3% of every year profits will be donated 3% of every year profits will be donated to…to…
o orphanage and disabled childrenorphanage and disabled childreno economically disadvantage mother-to-beeconomically disadvantage mother-to-beo women with breast cancer and uterus women with breast cancer and uterus
cancercancer
DonationDonation
•3% of every year profits will be donated 3% of every year profits will be donated to…to…
o orphanage and disabled childrenorphanage and disabled childreno economically disadvantage mother-to-beeconomically disadvantage mother-to-beo women with breast cancer and uterus women with breast cancer and uterus
cancercancer
RELATIONSHIP MARKETINGRELATIONSHIP MARKETINGRELATIONSHIP MARKETINGRELATIONSHIP MARKETINGCustomer Relationship ManagementCustomer Relationship Management
• Serve all customers with warm welcomeServe all customers with warm welcomeo create friendly atmospherecreate friendly atmosphereo provide welcome drinkprovide welcome drinko provide interpreter for non-Thai speaking provide interpreter for non-Thai speaking
customerscustomerso provide overall information about Miteraprovide overall information about Miterao let new customers tour Mitera centerlet new customers tour Mitera centero provide healthy snacks and drinks after each classprovide healthy snacks and drinks after each classo let customers evaluate Mitera products and let customers evaluate Mitera products and
servicesservices
• Collect customers dataCollect customers datao send thank you card to all first time visiting send thank you card to all first time visiting
customerscustomerso send Birthday card to all memberssend Birthday card to all memberso send Birthday present only to VIP memberssend Birthday present only to VIP memberso send card and gift voucher only to the newly send card and gift voucher only to the newly
mothermother
Customer Relationship ManagementCustomer Relationship Management
• Serve all customers with warm welcomeServe all customers with warm welcomeo create friendly atmospherecreate friendly atmosphereo provide welcome drinkprovide welcome drinko provide interpreter for non-Thai speaking provide interpreter for non-Thai speaking
customerscustomerso provide overall information about Miteraprovide overall information about Miterao let new customers tour Mitera centerlet new customers tour Mitera centero provide healthy snacks and drinks after each classprovide healthy snacks and drinks after each classo let customers evaluate Mitera products and let customers evaluate Mitera products and
servicesservices
• Collect customers dataCollect customers datao send thank you card to all first time visiting send thank you card to all first time visiting
customerscustomerso send Birthday card to all memberssend Birthday card to all memberso send Birthday present only to VIP memberssend Birthday present only to VIP memberso send card and gift voucher only to the newly send card and gift voucher only to the newly
mothermother
Sensory BrandingSensory Branding• Visual Identity - Visual Identity - Spa-liked and cozy environment with a Spa-liked and cozy environment with a lot of treeslot of trees
• Sonic Identity - Sonic Identity - Soft music (use music for baby’s Soft music (use music for baby’s development)development)
• Olfactory Identity - Olfactory Identity - Soft scent of clean and fresh flowersSoft scent of clean and fresh flowers
• Unique Touch and Impression - Unique Touch and Impression - Welcome drinkWelcome drink
TimeTime TaskTask PersonnelPersonnel CostsCosts
Jan 08 - May Jan 08 - May 0808
• ReconstructionReconstruction• DecorationDecoration
• Building ContractorsBuilding Contractors• Interior DesignerInterior Designer
60 million60 million
Dec 07 - Mar Dec 07 - Mar 0808
• Find suppliers and Find suppliers and product agenciesproduct agencies• Job interview for Job interview for professionals, professionals, specialists, and specialists, and employeesemployees
• Marketing Dep.Marketing Dep.• Human Resources Human Resources Dep.Dep.
17 million17 million
Mar 08 - Jun Mar 08 - Jun 0808
• Train employeesTrain employees • Human Resources Human Resources Dep.Dep.• ProfessionalsProfessionals• SpecialistsSpecialists
300,000300,000
Aug 08Aug 08 • Begin advertising for Begin advertising for openingopening
• Market Dep.Market Dep.• Ad. AgencyAd. Agency
300,000300,000
Sep 08Sep 08 • Open the businessOpen the business • All Dep.All Dep. 2.2 2.2 millionmillion
Oct 08Oct 08 • Continue advertisingContinue advertising • Marketing Dep.Marketing Dep.• Ad. AgencyAd. Agency
200,000200,000
Future PlanFuture PlanSecond yearSecond year Fifth yearFifth year• Provide Mitera shuttle busProvide Mitera shuttle bus
•Arrange special events for special Arrange special events for special occasionsoccasions
- Children’s day- Children’s day
- Mother’s day- Mother’s day
• Open new Mitera center in Chiang Open new Mitera center in Chiang MaiMai
•Open new Mitera shopping Open new Mitera shopping boutiques in important citiesboutiques in important cities
- Bangkok- Bangkok
- Chiang Mai- Chiang Mai
- Phuket- Phuket
- Kon Khan- Kon Khan
Presented byPresented by
Chingduang Poonnopatam Chingduang Poonnopatam ID#494 53168 28ID#494 53168 28Juthakarn Thesrak Juthakarn Thesrak ID#494 53071 28ID#494 53071 28
Keerati MahaplearkpongKeerati Mahaplearkpong ID#494 53059 28ID#494 53059 28Kittiporn Ansirimongkol Kittiporn Ansirimongkol ID#494 53036 28ID#494 53036 28Nattaporn Kaljaruek Nattaporn Kaljaruek ID#494 53290 28ID#494 53290 28Nuttamon Palawongse Nuttamon Palawongse ID#494 53122 28ID#494 53122 28
Presented byPresented by
Chingduang Poonnopatam Chingduang Poonnopatam ID#494 53168 28ID#494 53168 28Juthakarn Thesrak Juthakarn Thesrak ID#494 53071 28ID#494 53071 28
Keerati MahaplearkpongKeerati Mahaplearkpong ID#494 53059 28ID#494 53059 28Kittiporn Ansirimongkol Kittiporn Ansirimongkol ID#494 53036 28ID#494 53036 28Nattaporn Kaljaruek Nattaporn Kaljaruek ID#494 53290 28ID#494 53290 28Nuttamon Palawongse Nuttamon Palawongse ID#494 53122 28ID#494 53122 28
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