Maria Margarita A. MejiaMarketing Management

November 30, 2010

10 Step Marketing Plan Orthopaedie Frey Far East , Incorporated Arch Supports

What is an ARCH SUPPORT?Orthotic appliance placed inside shoes

Provides underside support for feet

Shaped to fit the arch of the foot

Functional OrthoticsPurpose: accurately

and precisely position the foot throughout the gait cycle proper function

Prescription fittedVery effective in

alleviating symptoms and establishing proper alignment

Primary Target Market

Step #1

Who need arch support?Overuse of the feet (recreational and daily

activities)People suffering from the following conditions:

Achilles tendonitis / Achilles overuse syndrome 30- to 44-year-old recreational athletes 72-89% of injuries occur during athletic ventures

Bunions – relieving pressure on the bunionFlat feet or high archesMetatarsalgia – with sports involving high-impact

movements (e.g. Jumping and running)Plantar fasciitis – caused by over-pronation due

to a flat arch

Who use arch supports?Athletes

BasketballRunningFootball / Soccer

Adults with active lifestyleWeekend warriors /

amateur athletesWorking women

(use of heels)

Needs, Wants and Demands of the Primary Target Market

Step #2

The “Just Do It!” Culture

Professional sportsSports Fads

BadmintonRunningTriathlon

Working womenFashion

Competition and Competitive Position Map

Step #3

CompetitorsDirect Competitors:

LP Support Insoles

Indirect Competitors: Rubber Shoes (e.g. Asics, New Balance)

Variables: Price, Quality, Customization

Battle in the Shoe

Arch Support InsolesComfort for the

feetFunctional

supportCustom-made

and generic fit

For additional padding

Shock absorption

“One size fits all”

Direct Competitor Map

Customization

Pri

ce

Orthopaedie Frey

Arch Support

LP Support Insoles

Direct Competitor Map

Quality

Pri

ce

Orthopaedie Frey

Arch Support

LP Support Insoles

Indirect Competitor Map

Customization

Pri

ce

Orthopaedie Frey

Arch Support

Rubber Shoes (e.g.

Asics)

The Gap, the Opportunity and the Positioning

Step #4

Filling the GapMiddle priced,

customized arch support

Targeting the professional and amateur athletes

Exploring other applications of arch support – fashion and women market for everyday use

What is the size of the market from the 3 C perspectives (customer, company and competition)?

Step #5

The Orthotics Playing Field$200M industry in the Asia-Pacific (2008)Growing demand for these products due to

the following factors:Aging populace – osteoarthritisObesityHobbyist / recreational sports market (just do it)

Orthopaedie Frey grosses P400,000 per month on arch support alone

Potential growth for the company in the arch support and orthotics industry given that these devices are not doctor prescription driven

Step #6 – The ProductCustomized arch supports Current Uses: for injury prevention and improvement of existing problems (e.g. Plantar fasciitis, Achilles tendinitis)

Made with quality, safe and durable materials

Step #7 – Promoting the ProductPersonal communication with doctors, basketball teams and other sports professionals

Word of mouth among existing clients

Occasional public relations via events (e.g. Marathons)

Step #8 – Pricing the Product• P3,000 – 4,500 per pair of customized arch support• Additional cost – ergonomic footwear (e.g. rubber shoes cost around P2500 to P5000 per pair)• Insoles are cheaper (P250-500 per pair)

Step #9 – Where to Find the Product• Product available in main offices (Pasig and Cebu)• Product is picked up in the main office• Possible tie-ups with sports and shoe shops for distribution

The Winning Marketing Form

Step #10

Summary: Marketing StrategyTarget Market Segments:

Current niche market: Professional athletesPotential markets for differentiation:

Amateur athletes / weekend warriorsPodiatric patients (e.g. women)

Retain customization specializationTie-ups with other complementary

institutions (e.g. sports and shoe shops)Proposition / Key Element – Market

research to explore other differentiation strategies

Maria Margarita A. MejiaMarketing Management

November 30, 2010

10 Step Marketing PlanOrthopaedie Frey Far East , Incorporated Arch Supports