Marketing Plan: American Eye Center-Greenbelt (AEC) Bernardo, Cruz, de Leon*, Rivera -Agoncillo, Asperas, Cosalan, Tanbonliong-

Industry Analysis New Entrants Threat of potential new competitors Hospitals More efficient service by other eye clinics SuppliersIndustry competition Consumers Bargaining power of suppliers Rivalry among competing firms Bargaining power of consumers No need for suppliersAsian Eye Institute Other Eye Specialty Clinics Respectable doctors Service Cost Fear Substitute Products Threat of substitute products Eyeglasses Contact lenses Blindness

Current Situation: AEC-Shangri-La Services: ◦Diagnostic ◦Consultation ◦Surgery and Treatment

Market Segment CLASS# OF PATIENTS A9 B33 C29 D6 E0

Market Segment

Market positioning vs. Product Positioning Pioneer in LASIK surgery ◦More popular for LASIK surgery than cataract treatments High quality of service Sub-specialized doctors Well-trained staff Managed by Associated Eye Specialists

Current Promotional Tactics Referrals Billboards Television segments Newspaper articles Magazine ads (insert images)

Competitive situation: Asian Eye Institute Located in the Makati area Younger than AEC Satellite Branches: Trinoma, Mall of Asia Same services as AEC Leading in cataract surgery Informative website Medical Travel Package

SWOT STRENGTHS Established name Strategic location Sub-specialized doctors Affiliation with other establishments ◦HMOs, hospitals, companies Loyal patients

SWOT WEAKNESSES Lower market share in cataract surgery Lack of publicity in Makati Lack of a more informative website Promos that may attract foreigners

SWOT OPPORTUNITIES Penetrable market Increasing number of cataract victims Increasing awareness and concern for proper eye care Booming medical tourism

SWOT THREATS Other eye specialty clinics Cost-cutting

SWOT STRATEGIES Name is already established so it can withstand competition Educate Market, market, market! Create more attractive offers

Marketing Goals and Objectives

Market Targeting SIZE OF NEW MARKET Population Makati’s average annual family income: Php534,058 Age groupPercentage of the population % % 65 above4%

Market Targeting SIZE OF NEW MARKET Makati’s average annual family expenditure:Php423,023 Business establishments First class residences Malls Route of vehicles

Market Targeting DEMOGRAPHIC CHARACTERISTICS Class A – B AB - Average monthly income: Php 50,000 above -College and post- graduate degree (prestigious schools) -First class gated subdivisions -High prestige occupation - High class gated subdivisions or condominiums - College and post- graduate degrees (private schools) - High prestige occupation (2 nd in rank)

Market Targeting DEMOGRAPHIC CHARACTERISTICS Patients aged 40 and above People within the Makati vicinity

Promotion Tactics A tarpaulin at the entrance of the Shangri-la branch of the American Eye Center Flashing an ad or a short commercial on the television sets in the waiting area. Promotion on the American Eye Center Website

Promotion Tactics Sales Promotion: Loyalty Reward Program Public Relations: Conference and Seminars Posters and flyers on strategic locations such as elevators, escalators and walkways.

Promotion Tactics Publish ads about the new branch in local and international magazines. Write newspaper articles about the new branch. Promote the new branch on TV shows (plugs)

Promotion Tactics Promote the new branch on TV (ads) Give promotional discounts for the employees of partner companies Personal selling: Word of mouth

Projections

Projections 4% increase in their clients per month 10% increase quarterly 60% annually