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10 Step Marketing Plan for
By: Mikhail G. Tenazas
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∗ 1. Target Market: Diabetes Type I & II Patients∗ 2. NWE: Optimal Glycemic Control∗ 3. Choice:
∗ Low-priced &/or∗ High-priced low-calorie supplements
∗ 4. Gap: Low-priced high quality supplements∗ 5. Market Size: No Data
Five Steps for Part I
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∗ 1. Product: Diabetasol from Kalbe Nutritionals ∗ 2. Price: 50% less than other brands∗ 3. Promotion:
∗ Broadcast Trimedia∗ Diabetasol Breakfast Clubs
∗ 4. Place: Nationwide∗ 5. Strategy: Straddling
(Low Cost & High Quality)
Five Steps for Part 2
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Part 1: Step 1 of 5Positioning to the Primary Target Market
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Primary Target Market
DemographicsPeople afflicted with Diabetes Mellitus Type I & IIBelonging to middle-income bracketSpans/covers all ages, sexes, genders
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Primary Target Market
DemographicsPeople afflicted with Diabetes Mellitus Type IIBelonging to middle-income bracketSpans/covers all ages, sexes, genders
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Primary Target MarketLifestyle
Blue-collar workers, unemployed, underemployed
People with unhealthy lifestyles
Poor eating habits
Intake of fatty foods
Poor exercise habits
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∗ FOOD∗ WATER∗ SHELTER∗ HEALTH
∗ Good health enables self-development
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Target marketNeeds: physiological (health), self-esteem, self-actualizationWants: affordability, good quality, reliabilityExpectations: improvement in symptoms, better health
2. Needs, Wants, Expectations
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No Data
3a. Competitors
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Indirect: Diet modification, fitness gyms, self-prescription, non-compliance
Variables: Age, price, packaging, frequency and convenience of use, availability, brand popularity
3a. Diabetasolhas many competitors
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2 most critical variables:PriceBrand popularity
3b. Competitive Position Map
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Diabetasol is the only low-calorie supplement that is…
✓Effective and of top quality
✓Readily found in the market
✓Unique in its position
4. Diabetasol is positioned as an Effective yet Affordable Low-Calorie Supplement
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∗ 6. Product ∗ 7. Price∗ 8. Promo∗ 9. Place∗ 10. Generic Winning Strategy Mix
Part 2: Steps 6-10
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6a. Photo
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Nutritional drink specially formulated to help reduce the risk of diabetic complications, Benefits:
Low Glycemic Index – helps prevent drastic increase in blood glucose level after mealsCholesterol freeHas Chromium Picolinate – a trace mineral that helps the optimal function of insulin in controlling blood sugar level
Preparation: Available in three flavors: Cappuccino, Chocolate, and Vanilla
6b. Product Description
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No Data
7. Price
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No Data
Price Comparison
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Present StrategiesAdvertising: Television and RadioPrint AdsPublic Relations: Diabetasol Breakfast Club
8a. Promotion
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Advertising:Advertise heavily on TV, print, and radio
Focus on products affordability while emphasizing qualitySponsorship of events (seminars, workshops, conferences)
Personal Suggestions
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Public RelationsMake Diabetasol Breakfast Club a nationwide campaign
Personal Suggestions
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Public RelationsPartnership with NGOsPartnership with government programs
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No Data
8b. Competitor Promo
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∗ Diabetasol is available in all Major Drugstores & supermarkets Nationwide
9. Place
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Low cost products but safe and effectiveAffordable nutritional drink to reduce risks of diabetic complications
10. Generic Winning Strategy
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5 steps for Part 1
1. Diabetasol target market are diabetic patients in the low to middle-income bracket
2. Who want to avoid the complications of Diabetes
3. Can choose Diabetasol, etc.
4. Gap: Affordable, effective low-calorie supplements
5. Market size: No data
Summary
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5 Steps for Part 2
Product: Diabetasol
Price: 50% lower-priced than competitors; price leader
Promo: uses TV, radio, print, breakfast clubs
Place: distributed nationwide in all leading pharmacies & supermarkets
Generic winning strategy mix: safe, effective, affordable low-calorie supplement
Summary