10 Step Marketing Plan for

By: Mikhail G. Tenazas

∗ 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

∗ 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

Part 1: Step 1 of 5Positioning to the Primary Target Market

Primary Target Market

DemographicsPeople afflicted with Diabetes Mellitus Type I & IIBelonging to middle-income bracketSpans/covers all ages, sexes, genders

Primary Target Market

DemographicsPeople afflicted with Diabetes Mellitus Type IIBelonging to middle-income bracketSpans/covers all ages, sexes, genders

Primary Target MarketLifestyle

Blue-collar workers, unemployed, underemployed

People with unhealthy lifestyles

Poor eating habits

Intake of fatty foods

Poor exercise habits

∗ FOOD∗ WATER∗ SHELTER∗ HEALTH

∗ Good health enables self-development

Target marketNeeds: physiological (health), self-esteem, self-actualizationWants: affordability, good quality, reliabilityExpectations: improvement in symptoms, better health

2. Needs, Wants, Expectations

No Data

3a. Competitors

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

2 most critical variables:PriceBrand popularity

3b. Competitive Position Map

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

∗ 6. Product ∗ 7. Price∗ 8. Promo∗ 9. Place∗ 10. Generic Winning Strategy Mix

Part 2: Steps 6-10

6a. Photo

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

No Data

7. Price

No Data

Price Comparison

Present StrategiesAdvertising: Television and RadioPrint AdsPublic Relations: Diabetasol Breakfast Club

8a. Promotion

Advertising:Advertise heavily on TV, print, and radio

Focus on products affordability while emphasizing qualitySponsorship of events (seminars, workshops, conferences)

Personal Suggestions

Public RelationsMake Diabetasol Breakfast Club a nationwide campaign

Personal Suggestions

Public RelationsPartnership with NGOsPartnership with government programs

No Data

8b. Competitor Promo

∗ Diabetasol is available in all Major Drugstores & supermarkets Nationwide

9. Place

Low cost products but safe and effectiveAffordable nutritional drink to reduce risks of diabetic complications

10. Generic Winning Strategy

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

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