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
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