10 step marketing plan from print ad for diabetasol
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This document outlines a 10 step marketing plan to promote a low-calorie dietary supplement called Diabetasol for diabetes patients. The plan targets middle-income diabetics and positions Diabetasol as an affordable yet high quality option. Key elements include pricing Diabetasol 50% lower than competitors, promoting it through television, radio and "Diabetasol Breakfast Clubs", and distributing it nationwide in major stores and pharmacies. The overall strategy is to provide a safe, effective and affordable low-calorie product.
10 step marketing plan from print ad for diabetasol
- 1. 10 Step Marketing Plan for By: Mikhail G. Tenazas
- 2. Ìý
- 3. 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
- 4. 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
- 5. Part 1: Step 1 of 5 Positioning to the Primary Target Market
- 6. Primary Target Market Demographics People afflicted with Diabetes Mellitus Type I & II Belonging to middle-income bracket Spans/covers all ages, sexes, genders
- 7. Primary Target Market Demographics People afflicted with Diabetes Mellitus Type II Belonging to middle-income bracket Spans/covers all ages, sexes, genders
- 8. Primary Target Market Lifestyle Blue-collar workers, unemployed, underemployed People with unhealthy lifestyles Poor eating habits Intake of fatty foods Poor exercise habits
- 9. FOOD WATER SHELTER HEALTH Good health enables self-development
- 10. Target market Needs: physiological (health), self-esteem, self-actualization Wants: affordability, good quality, reliability Expectations: improvement in symptoms, better health 2. Needs, Wants, Expectations
- 11. No Data 3a. Competitors
- 12. Indirect: Diet modification, fitness gyms, self-prescription, non-compliance Variables: Age, price, packaging, frequency and convenience of use, availability, brand popularity 3a. Diabetasol has many competitors
- 13. 2 most critical variables: Price Brand popularity 3b. Competitive Position Map
- 14. 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
- 15. 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy Mix Part 2: Steps 6-10
- 16. 6a. Photo
- 17. 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 meals Cholesterol free Has 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
- 18. No Data 7. Price
- 19. No Data Price Comparison
- 20. Present Strategies Advertising: Television and Radio Print Ads Public Relations: Diabetasol Breakfast Club 8a. Promotion
- 21. Advertising: Advertise heavily on TV, print, and radio Focus on products affordability while emphasizing quality Sponsorship of events (seminars, workshops, conferences) Personal Suggestions
- 22. Public Relations Make Diabetasol Breakfast Club a nationwide campaign Personal Suggestions
- 23. Public Relations Partnership with NGOs Partnership with government programs
- 24. No Data 8b. Competitor Promo
- 25. Diabetasol is available in all Major Drugstores & supermarkets Nationwide 9. Place
- 26. Low cost products but safe and effective Affordable nutritional drink to reduce risks of diabetic complications 10. Generic Winning Strategy
- 27. 5 steps for Part 1 Diabetasol target market are diabetic patients in the low to middle-income bracket Who want to avoid the complications of Diabetes Can choose Diabetasol, etc. Gap: Affordable, effective low-calorie supplements Market size: No data Summary
- 28. 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