POLIKLINIK PENAWAR GELANG PATAH Marketing Activities

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MODUL 4 STRATEGI PEMASARAN
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MARKETING

• Definition
• A continuous, sequential process through which
  organizations plans, researches, implements,
  controls and evaluates activities designed to
  satisfy both customers needs and wants and their
  own organizations objectives.

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TOPICS

• The 7 Steps of Marketing Strategy Development
• The Buying Process
• Segmentation
• Product Life Cycle
• Perceptual Mapping
• Margins
• The Marketing Mix and the 4 Ps
• Positioning
• Distribution Channels
• Advertising
• Promotions
• Pricing
• Marketing Economics

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MARKETING STRATEGY PROCESS7 steps
1 Consumer Analysis
2 Market Analysis
3 Review of the Competition and Self
4 Review of the Distribution Channels
5 Development of a Preliminary Marketing Mix
6 Evaluation of the Economics
7 Revision and Extension of steps 1-6 until a
consistent plan emerges
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STEP 1 CONSUMER ANALYSIS

• Objective To identify segments or groups
  within population with similar needs

• Look at the consumer
• Look at consumers needs

HOW??
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STEP 1 CONSUMER ANALYSIS

• What questions to be asked????

1. What is the need category? Who need us and why?
2. Who is buying us? Who is using the product?
3. What is the buying process?
4. Is what Im selling a high or-low-involvement
   product?
5. Do I intend segment the market?

HOW??
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STEP 1 CONSUMER ANALYSIS

• 1 What is the need that Penawar addresses???
  
• HEALTHCARE

1 Who needs us and why? 2 Who is buying us? 2
Who is using the product?
EVERYBODY
which what we call as
CASH PATIENT
PANEL COMPANIES
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STEP 1 CONSUMER ANALYSIS
3 What is the buying process???

• Why do we need to understand the buying process?
• Its a lead to all possible route to reach buyers

What are steps involved in buying process??? A .
I . D . A
?
?
CASH PATIENT
PANEL COMPANIES
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STEP 1 CONSUMER ANALYSIS
What are steps involved in buying process???
1 Awareness Interest, Problem Recognition A
point where a person realize a need
Our current clinic cant serve our employees who
is residing around secluded areas. What do you
suggest, team?
I dont feel good, Mum. Can you send me to
clinic??
CASH PATIENT
PANEL COMPANIES
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STEP 1 CONSUMER ANALYSIS
What are steps involved in buying process???
2 Information Search

• SOURCES OF INFORMATION
• Word-of mouth via family and friends
• Salespeople
• Printed material e.g. leaflets, posters
• Website

CASH PATIENT
PANEL COMPANIES
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STEP 1 CONSUMER ANALYSIS
What are steps involved in buying process???
3 Evaluate the alternatives
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STEP 1 CONSUMER ANALYSIS
What are steps involved in buying process???
4 The Purchase Decision
REMEMBER! CERTAIN FIRST PURCHASE IS ONLY A
TRIAL!!!

• How do we want to keep them then???
• Use marketing tools to provide buyer information
  explaining what level of performance they can
  expect
• Providing a basis of comparison with competing
  organizations

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STEP 1 CONSUMER ANALYSIS
4 Is what Im selling a high or-low-involvement
product?
High involvement Product Products with high
level of risk i.e. Cars, professional services
Low involvement Product Products with low level
of risk and involves simpler decision i.e.
Soaps, shampoo
Why do we need to know High/Low Involvement
Product???? To better understand the buying
behaviors of consumer
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STEP 1 CONSUMER ANALYSIS
4 Is what Im selling a high or-low-involvement
product?
CONSUMER BEHAVIOUR MATRIX
Significant Differences High Involvement -Complex Process -Brand Loyalty Low Involvement -Experiment -Random Behaviour -Variety Seeking
Few Differences -Anxiety -Baseless Beliefs about the product -Buy cheapest one -Random Behaviour -Baseless Loyalty -Inertia
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STEP 1 CONSUMER ANALYSIS
5 Do I intend to segment the market? Why? How?

• Why do we need to segment the market??
• To identify segments are large enough to serve
  profitably
• To identify segments that can be efficiently
  reached by marketing efforts
• To help develop marketing programs i.e.
  circumcision campaign, CRM activities

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STEP 1 CONSUMER ANALYSIS
5 Do I intend to segment the market? Why? How?

• There are four major segmentation variables
• Geographic - divides the market by country,
  state, region, city
• Demographic divides a population based on below
  measurable variables to reach homogeneous group
  of people
• i.e. age, sex, income, marital status
• Psychographic divides the market by
  psychological difference
• i.e. Life-style, personality
• Behavioral - divides the market by observable
  purchase behaviour
• i.e. usage (amount of visit), purchase occasion
  (annual med. C/up), brand loyalty

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STEP 2 MARKETING ANALYSIS
What questions to be asked????

1. Where is the product in its product life cycle?
2. What is the relevant market?
3. What are the key competitive factors in the
   industry?

HOW??
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STEP 2 MARKETING ANALYSIS
1 What is the relevant market?
BASIC OCCUPATIONAL FIRST AID COURSE Offered
by PBSM PENAWAR
Others 50 35
15 35 is our relevant market.
Is it large and accessible enough to justify the
marketing effort??
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STEP 2 MARKETING ANALYSIS
2 Where is the product in its product life cycle?
Occupational Health Doctor PRODUCT LIFE CYCLE
INTRO GROWTH MATURITY DECLINE


MARKET SALES
TIME
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STEP 2 MARKETING ANALYSIS
2 Where is the product in its product life cycle?

• There are four stages of Product Life Cycle
• Introduction What is it?
• Create awareness and education
• Growth Where can the company get the services
• Large or selective distribution is important
• Maturity Why Penawar?
• The state where large majority buys
• Brand loyalty is crucial due to few differences
• Decline By how much?
• Does not necessarily mean death
• To focus on reducing price if competition
  remains, trade relations is important at this
  stage

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STEP 2 MARKETING ANALYSIS
3 What are the key competitive factors in the
industry?

• There are five major key competitive factors in
• most industry
• QUALITY Products
• Drugs, Doctors
• PRICE Competitive
• Flat rate of medical charges
• ADVERTISING How do we do it??
• Leaflets distributed via Monthly invoice, clinic
  chains
• Brand loyalty is crucial due to few differences
• Research and Development MEDINET
• Service Value added services
• i.e. Medivan, FOMEMA on-site med c/up at no
  additional cost

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STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE
COMPETITION
What questions to be asked????

1. What is Penawar good at?
2. What is the competition good at?
3. Who are we in the marketplace?
4. What are our resources versus those of the
   competition?
5. What are the market shares of the industry
   players
6. How does the product perceptually map against the
   competition?

HOW??
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STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE
COMPETITION

• 1 What is Penawar good at?
• 2 What is the competition good at?

PENAWAR OTHERS
33 chains of Poliklinik Penawar Maximum 5 of clinic
Centralized billing Good patient care
Medinet High medical charges
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STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE
COMPETITION
3 Who are we in the marketplace? 5 What are the
market shares of the industry players ?
?
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STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE
COMPETITION

• 4 What are our resources versus those of the
  competition?
• People Headquarter staff as supports to
  branches activities
• Technology, Research - Medinet
• Sales Forces Corporate Services Department
• Cash
• Trade Relations Good supplier with good rates
• Manufacturing PenawarNet clinics???

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STEP 3 ANALYSIS OF YOUR COMPANY VERSUS THE
COMPETITION
6 How does the product perceptually map against
the competition?
PERCEPTUAL MAPPING A graphic way to view and
conpare our product against competitors
PERCEPTUAL MAPPING Primary Healthcare
High Klinik X Klinik Z
Low POLIKLINIK PENAWAR Klinik Y
PRICE
High
Low
QUALITY
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STEP 4 REVIEW OF THE DISTRIBUTION CHANNEL
WHAT QUESTION TO BE ASK ???

1. How can my product reach the consumer?
2. How much do the players in each distribution
   channel profit?
3. Who hold the power in each distribution channel
   available?

HOW??
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STEP 4 REVIEW OF THE DISTRIBUTIONCHANNEL
1 How can my product reach the consumer?
WIDE CHAINS OF POLIKLINIK PENAWAR
2 How much do the players in each distribution
channel profit?
?????
3 Who hold the power in each distribution channel
available? PASIR GUDANG Poliklinik
Penawar SENAI Klinik Ho? Klinik Sukimi or
Poliklinik Penawar???
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STEP 5 DEVELOPMENT OF MARKETING MIX
MARKERTING MIX
HOW??
PRODUCT
PLACE
PRICE
PROMOTION
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STEP 5 DEVELOPMENT OF MARKETING MIX
PRODUCT DECISIONS What questions to be asked????

1. How does my product fit with my existing product
   line?
2. How will I differentiate my product?
3. How does the product life cycle affect my plans?

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STEP 5 DEVELOPMENT OF MARKETING MIX1 How does
my product fit with my existing product line?
Key word TO STAY IN TANDEM WITH CORE BUSINESS
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STEP 5 DEVELOPMENT OF MARKETING MIX
2 How will I differentiate my product?

• There are many ways to do it
• Features Wide chains of Poliklinik Penawar
• Fit
• Styling
• Reliability 8 clinics opening 24-hours, full
  administration office to support branches
  activities
• Packaging -
• Sizes - Wide chains of Poliklinik Penawar
• Service Value added services
• Brand Naming- Poliklinik Penawar

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STEP 5 DEVELOPMENT OF MARKETING MIX 3 How does
the product life cycle affect my plans?
Based on the point in the Product Life Cycle (PLC)
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STEP 5 DEVELOPMENT OF MARKETING MIX
PLACE OF SALE DECISIONS Where to sell What
questions to be asked????

1. What type of distribution strategy should I
   select?
2. Which channel of distribution should I choose?

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STEP 5 DEVELOPMENT OF MARKETING MIX1 What type
of distribution strategy should I select?

• EXCLUSIVE Sell in only one outlet in each
  market
• i.e. Salvatore
• SELECTIVE - Sell in only a few outlets in each
  market
• i.e. GUESS, Marks Spencer
• MASS OR INTENSIVE Sell in as many outlets as
  possible
• i.e. soap

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STEP 5 DEVELOPMENT OF MARKETING MIX 2 Which
channels of distribution to choose

• PRODUCT SPECIFICS The level of attention needed
  for the sale, newness
• i.e. newly opened Poliklinik Penawar
• NEED FOR CONTROL - The ability to motivate the
  channels to carry the product effectively and
  appropriately enters into the placement decision
• i.e. chain of Poliklinik Penawar in Gelang Patah
• MARGIN DESIRED The analysis of the channels
  distribution helps to determine the potential
  profits available

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STEP 5 DEVELOPMENT OF MARKETING MIX
PROMOTIONAL DECISION
Set goals
to affect the buyer behavior
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STEP 5 DEVELOPMENT OF MARKETING MIX
Buying Process Promotional Mission
AWARENESS Inform about the product, prompt a need message
Mak, ada kedai baru yang tengah buat renovation
tu, tak silap Minah nak buat klinik Penawar. Mak
perasan tak?
OhPoliklinik Penawar will be opening in our area
soon. That would be good then, because our
current clinic is 10-minutes drive from here.
CASH PATIENT
NON-PANEL COMPANIES
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STEP 5 DEVELOPMENT OF MARKETING MIX
Mak, ada kedai baru yang tengah buat renovation
tu, tak silap Minah nak buat klinik Penawar. Mak
perasan tak?
OhPoliklinik Penawar will be opening in our area
soon. That would be good then, because our
current clinic is 10-minutes drive from here.
CASH PATIENT
NON-PANEL COMPANIES
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STEP 5 DEVELOPMENT OF MARKETING MIX
Mak, Poliklinik Penawar tu ada kempen pembukaan
tau. Free pemeriksaan tekanan darah dengan ujian
air kencing. Jom kita pergi mak!!!
OhPoliklinik Penawar is applying to be our panel
clinic. Lets have a meeting this afternoon to
discuss on the proposal.
CASH PATIENT
NON-PANEL COMPANIES
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STEP 5 DEVELOPMENT OF MARKETING MIX

• Long-term medication
• Vaccination
• Immunisation

• Pre-employment
• Annual medical cup
• Occupational health services
• BOFAC training

CASH PATIENT
NON-PANEL COMPANIES
42
STEP 5 DEVELOPMENT OF MARKETING MIX
Mak, Penawar tu ada bagi belon kat budak-budak
tau. Si Syed ngan Mohza tu suka la..dapat belon.
We should send somebody to attend the Panel Open
Day. It would be good, for we can discuss any
problems and get new info from them.
CASH PATIENT
NON-PANEL COMPANIES
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STEP 5 DEVELOPMENT OF MARKETING MIXFive general
categories of promotional efforts

• ADVERTISING
• Company vehicles
• PERSONAL SELLING
• SALES PROMOTION
• PUBLIC RELATIONS AND PUBLICITY
• Pesta Basikal, Panel Open Day
• DIRECT SELLING
• On-line Catalogue of Drug/First Aid

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STEP 5 DEVELOPMENT OF MARKETING MIX
PRICE DECISIONS What Should My Price Be

1. COST PLUS
2. PERCEIVED VALUE TO THE CONSUMER
3. SKIMMING
4. PENETRATION
5. THE PRICE/QUALITY RELATIONSHIP
6. MEET COMPETITION
7. MEET PROFIT GOALS BASED ON THE SIZE OF THE MARKET
8. PRICE BASED ON THE PRICE ELASTICITY OF THE BUYER

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STEP 6WHAT ARE THE ECONOMICS OF MY PLAN?
What questions to be asked????

1. What are the costs?
2. What is the break even?
3. How long is the payback of my investment?

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STEP 7GO BACK AND REVISE THE PLAN
1 Consumer Analysis
2 Market Analysis
3 Review of the Competition and Self
4 Review of the Distribution Channels
5 Development of a Preliminary Marketing Mix
6 Evaluation of the Economics
7 Revision and Extension of steps 1-6 until a
consistent plan emerges