3. You can use STP to apply marketing personas and archetypes that help develop relevant and targeted digital communications. Dr riddhish tanna, Your email address will not be published. Segmentation refers to the process of dividing your customer group according to their profiles and, finally, Targeting refers to the decision process whereby you choose on which customers you are going to concentrate certain resources. A marketing plan is then developed that includes a situational analysis, market research, management of the marketing mix, and STP. This is an audience and customer approach to marketing. endobj Phillips under demographic segmentation targets all the ages and people with higher and middle income. z��Amw9�L{,x�?��k6�y��m��m��^g�i;�f��e���SZ����������(���E8�A�N`���������6������,��Zߨ|��� E&�b�����* �~/�����PA����@Zv��5�r�l��w��&�7�z�wަ��>���B�����TַN!eu{�Y�_Qc�4\���w�I����gk͓ The customer analysis and development of segmentation strategies run in parallel. It is the largest & diversified healthcare provider in the industry with 10100+ beds, more than 2500 pharmacies and 200 clinics across the country. Marketers now have a plan and roadmap to move their marketing strategy forward. The healthcare industry has used various forms of marketing segmentation for a number of years, but today the options for segmenting patient bases are changing. Apollo Diagnostics and Apollo Dialysis are the Question mark in the BCG matrix while all other businesses are Stars in the BCG matrix as Apollo Hospitals is a market leader in other businesses (based on revenue and network of each business). Brand loyalty of existing customers in the segment. <> The STP model helps marketers craft their messaging and develop and deliver tailored and relevant messages that engage segmented, target audiences. Segmenting If we are talking about private citizens, those into the age brackets. endobj <> … Marketing mix – Here is the Marketing mix of Apollo Hospitals. <>/Metadata 129 0 R/ViewerPreferences 130 0 R>> ?��V�X�ƛ�i�ܾ;~*ˆew��u�@h�q5�G���~�MR֩� iA��0�����q�����w����)O(׉��v����pLE F9 �-~M�U��s�}�N�?J>3���T����Z�Us��=�g5�R�ſ��er'�y�oS*W�\� 6��l�Z�/x��HB������|*.�! It has created more than 400 touch points across the country for making health care service easily accessible conveniently. It may prove difficult to meet the exact requirements of each individual customer. Healthcare, especially private healthcare is a touchy subject for many reasons, but I would suggest a slightly modified framework for the STP process. Amazon.com Inc. Report contains a full analysis of Amazon segmentation, targeting and positioning and Amazon marketing strategy in general. endobj It uses benefit and product class positioning strategy. Strictly speaking, the act of segmenting involves taking a broad group of target customers and breaking or parsing them into smaller groups based on 'common need, desire or application for a … AV�0ڻx�0:N Typically, there is a natural conflict between Marketing, defining strategic customer segments, and Sales, defining “the best customers” most often based on face-to-face experiences. �t�������?��\���� ����!K��#@Z�_��P�"�oǂ��+�mTV���9�ܐ��kG�� ~ m���G�i��Y�@�5"'cG��(p4|G�?:�,ȝ��7�����w�\�K4��R�a��LC�����?o8��xO�q3s��׸��D���t���F-j��W�_X#;()2+z/�2��h@4/�! Marketing strategy of Dell - Dell marketing strategy, Marketing strategy of Aquaguard - Aquaguard marketing strategy, Marketing Strategy of Apple Inc - Apple Marketing Strategy, Marketing strategy of BMW - BMW marketing strategy, Marketing Strategy of Dettol - Dettol Marketing strategy, Marketing strategy of Indigo Airlines - Indigo Marketing strategy, Marketing strategy of KFC - KFC Marketing strategy, Marketing Strategy of Alibaba - Alibaba Marketing Strategy, Marketing Strategy of Axa - Axa Marketing Strategy, Marketing Strategy of Baidu - Baidu Marketing Strategy. How to determine Market potential for any product or service? Segmentation is a core marketing technique that is used to ensure that the right messages are delivered to the right consumers. Strategies are the process of creating product, pricing, communication, and customer management strategies. Product strategy aims to extract the most value out of customers. ����,�lō���Me20����l����Q?��41}+�.Ԟ��=Z�GP�j�ʹ�M��V���\{B({ cg�D���Z�Y`�D��Y��� ZMyx����+P%Y� �v������_���`?��P��y ��MJ�\�s%�F��B����QKD�-%%n�X��%[���cOt m�#>~�����H�ڈ�uEI�~����^��|��&�l��KW�GP�R6��kw�ޞx_Qۖ7����747�[eI�`:&㩱�{]e%�����ٶ���+������+�*���cc��*�dnJ����LS!nh.�В��|We�iB+/z���o0I1+�` g����L��N� �D;`�γ~W���H17i�0] i�MiS��u�;W�X�p�"v1�Y���e��9��D�GQ~p]��u��u��. The authors would like to thank Andreea Balan-Cohen, Alok Ranjan, and Anish Kumar for conducting and interpreting the segmentation analysis. For example… This approach is helpful in developing a digital strategy for content marketing. Apollo Clinic, Apollo Diagnostic, Apollo Dialysis, and Apollo White Dental are part of Primary Care business while Speciality Care deals in Apollo spectra Hospitals and Apollo Cradle. Attainable market share given promotional budget and competitors’ expenditures. A customer population is divided into subgroups - using variables, such as age, sex, income, and lifestyle - and each subgroup is supposed to be internally homogeneous so that marketing activities can be tailored to them with precision. Your patients are individuals, and each one is at a different stage in his or her healthcare “buying” cycle. V�v7�@���J1C��!O��X�+����|���q4��^�h��K��H;��/��/�n��4Xq�������č����� �H;�% �,��N� ��y���,����lY�~���鵞����ZMf�Sz��E��fz�O�"3?`�W >\����d���d=Ӗ�E���e�A��N~R�|P��o�:�i�Q������'J���/�� H0��7�k�&ߦڝ|.^�ɻj�OxO~�+N��,�Ue3x���mzNx�!�PU�C���l ��b'�-_�OקuR�3�]:c��$ sj�::B��=�}�������۩��8U�JO���Р4��NO���(��e[�3m����R���d��� The patient-centric culture across the group has helped it in serving more than 50 million patients from 140+ countries globally. It reminds us how digital channels offer n… Market Segmentation: Identify bases for segmenting the market and develop profiles 3. Effective segmentation & targeting: the Key Success Factors. Brand equity in the Marketing strategy of Apollo Hospital- The first corporate hospital network has been synonymous best-in-class healthcare services across the country. Let's stay in touch :), Dear hitesh, one of the best analytical article on hospital marketing i have seen. December 2017; DOI: 10.1007/978-3-319-49849-2_4. You can follow me on Facebook. Apollo Hospital uses demographic and psychographic segmentation strategies with variables such as age, gender, income, region, and marital status. August 25, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. Sales potential for the firm in the segment. In this article, we'll look at the Segmentation, Targeting and Positioning (STP) Model*, an approach that you can use to identify your most valuable market segments, and then sell to them successfully with carefully targeted products and marketing. The focus, however, has been mainly on the urban areas of India. A systematic review of the literature concerning healthcare market segmentation and data mining identified several areas for future health marketing research. 72,549 million in FY17 with CAGR of 26%. With the obvious rising of mature market, the diversity of customer needs, and the ability to capture the niche segments, the use of STP will be more frequent (Oxford University Press 2012). The terms segmentation and stratification are often used interchangeably in healthcare. Your email address will not be published. 2. Targeting specific groups effectively requires a strategic niche marketing plan that reaches the different categories of patients. Profiling The goal is to deliver releva… Since the Apollo Hospital group have a presence in a broad range of offerings in the Healthcare market, therefore, it uses differentiated targeting strategy. STP is relevant to digital marketing too at a more tactical communications level. Segmentation, Targeting and Positioning (STP) process is a method in which the whole markets are classified into different segment. Much appreciated hyperlinks to make the concept clear. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Apollo Hospital – Apollo Hospital Marketing Strategy. /o3���`ݼ����t����Y���N��N��x�di�"J����u�n�&wm��׫�H��@��0���|N[�xϔ3+fU�}[����ʋ�=����(���s���̳�U$�{H7���n���"� ��������3el��˔u�sƮ��:�{qWã�h. I love writing about the latest in marketing & advertising. '�a!Dz:?����̇`D���M����?|(ȁV�I�d|�c�J�9��q��@�� �lF�V֎Ҕ�L��(p�M��S�a� ���0��u9��j�{ This report will cover the market analysis as well as Segmentation, Targeting and positioning part of the university. This trend has existed for years in virtuallyevery industry � including healthcar… Apollo Hospital uses demographic and psychographic segmentation strategies with variables such as age, gender, income, region, and marital status. �K��$e��mJ5��U�p91��i����m�7����yN�Sd�vy����i�*��&����_1���v5/�W�%0��d�q�Y�������>Y���87A>����?P���Dl��@���Z��Ƶ���z�P/Ӝ����KX�:#] ;���� |�{U�L1���[�f���H�,��幘uf�+�T�v�up\K��P�Q�h}i������Eo�5�����|w�a��]E���b~%��W�5�>U��[�m��(eN�� Primary Care and Speciality Care. Financially strong company: With a Market capitalization of Rs. <>/ExtGState<>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/Annots[ 15 0 R 16 0 R 17 0 R] /MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> Market Segmentation, Targeting and Positioning Analysis by Mark Anthony. ReVITAlize VITACIMINSegmentation, Targeting & PositioningA Case Study – Presented in FEUI Depok Disclaimer: The presented contents and materials in this document, are merely used for academic discussions only and not to be used for commercial purposes without any permit from the author. 6. 1,62,1102 million in FY 17 the Asia’s largest and most trusted healthcare group has generated Revenue of Rs. 2. Segmentation, Targeting & Positioning: A Case Study of Vitacimin 1. Segmentation, targeting, positioning in the Marketing strategy of Apollo Hospital – Segmentation helps in understanding characteristics of different groups of the population having similar attributes. )�ٜ6�u��ۣ�|�ۆ�F"4��0���� T`�s����s�԰W�"as����@�|F%�v��|� With its wide array of services, Apollo Hospitals have focussed on serving the different set of a customer through customer-centric differentiators. 5. stream Segmenting, Targeting, Positioning and Differentiation (STPD), How it is done? The logic of Segmentation. Segmentation is pivotal to establishing target market strategies. Its Healthcare service portfolio consists of two operative segments of business i.e. Phillips has also focused on the rural marketof India. Let’s look at each of these in turn. Segmentation helps in understanding characteristics of different groups of the population having similar attributes. Market Segmentation, Targeting and Positioning. However, the days of oneproduct for all buyers has almost universally passed. They also work to evaluate their markets to explore and research segments, applying STP (segmentation, targeting, and positioning). Basically the effective marketing plan will be helpful for the university to target more and more students. Companies in the Healthcare industry compete on the basis of the state of art medical facilities, a standard of hygiene, forward & backward integration in the supply chain, advanced technology etc. Any further guidance or reference about hospital marketing would be great help. Apollo has created high visibility in the market through its full-fledged brand architecture. 2 NHS England and the Department of Health agree on the following definition: “Segmentation is grouping the local population by what kind of care they need as well as how often they might need it. Whether it is hospitals, labs, dental clinic or diagnostic center Apollo Hospital serves the varied group of customers. E… Segmentation, Targeting, and Positioning; Building the Right Relationships with the Right Customers Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. %���� As you may be aware, Coca-Cola eventually took the dramatic act of reformulating their flagship Coca-Cola product and withdrawing it from the market to replace it with “new" Coke. Urbanisation and infrastructure development has resulted in 22-25% growth in medical tourism and healthcare services and the industry will double to $6 billion by 2018 from $3 billion now (Indian Brand equity foundation: April 207 data). With Pan India presence, Apollo hospitals have emerged as the prominent player with unparalleled experience in the Health Care Industry. Amazon segmentation, targeting and positioning. 4. Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. 7. 1 0 obj Abstract. I��nҼ�eIDC�����e|�N゙]�����j$����ru�Ř���ٛ�'_6s�4��t��P�����sB�(M�L~�K�z�v��N�l�l{OGP�L���k]˄ $������w�r�ڠ_.���4/����9B����܇v�W��*.�>�Vj6l�>nD�'�[c�V�L���H��.����G�x����۟�Ǿd{*���zE��� ���GƎl�H�4�C"��Y`כzɭ����,.�U{D����#C\y.�,ZD�j��^��ȆRc�$b;,*�Љ�}D���L�"c+!�($���É%*,(;����DWDY��[���=�1��LL�5h�oϿq��xV�ٸ�� Y��d�q'W�K�L�-{2�a`�mAُn�g�d�9��ŀU��i�giN���b�XL��{� �p?! 2 0 obj Phillips provides products in the market in vast ranges and the product portfoliois design… Extensive reach across the country: With such wide presence in tier 1, tier-2 cities through primary care, Speciality hospital care and in rural areas with “Apollo REACH” hospitals aimed at secondary care facilities with 100-200 beds, it has penetrated to different strata of the market. People do not have identical preferences, so rarely does one product completely satisfy everyone. ��E,`kj�l��s^��gsёX5�P����3��2��& 1. Some may be looking for preventive health care, while others need help managing chronic conditions. 8. Size of the segment (number of customers and/or number of units). The family led business was founded in 1983 by Dr. Prathap C Reddy, since then the group has been flourishing and the new age generation has taken over the key position in the group to excel it to new heights. Mission- “To bring healthcare of International Health Standards within the reach of every individual”. The concept of market segmentation has helped marketing decision making since the evolution of marketing. This lesson is about marketing strategy formulation which consists of market segmentation, targeting and positioning. The following are some examples of aspects that should be considered when evaluating the attractiveness of a market segment: 1. Apollo competes with hospital chains such as Fortis Hospitals, Dr. Lal Path labs, Thyrocare technology etc. Market Targeting: Develop measures of segment attractiveness and select the most attractive segments 4. The region is an attractive market for both non healthcare and healthcare products, primarily because of its high per capita income. Examples of Targeting in Marketing. But this decision needs support by right strategy and put customers’ awareness on their mind of products that’s provided. Established in 1983, India’s first corporate hospital has pioneered the Healthcare revolution in the country. �(+��=[^�(��S�1����7$٤68iUSL�#P�\� E /�0����2�~�h'�D�ɳ���_O��ɢE����3��E[?m �DC�{��j���ý�'3��U*��\�Z�7w+t�Y�LqI��f�� �Ea�'�M�ާ�;(���r� Market Segmentation is the process of dividing a market up into distinct groups of buyers who have different needs, characteristics or behaviors, and who might require separate products or marketing programs. Competition in the segment. For example, applying marketing personas can help develop more relevant digital communications as shown by these alternative tactical email customer segmentation approaches. Growth rate of the segment. %PDF-1.7 Today'srampant product proliferation makes it hard to imagine that there once was asimpler time with few products and easier choices. Businesses may not be in a position to satisfy all of their customers, every time. It has more than 70 hospitals, 75 Clinics, 7500+ Clinicians, 12 Surgery centers, 44 Laboratories & 163 collection centers, 38 Diabetic care centers, 73 Dental care centers, 5 Dialysis Centres and 12 Birthing Centres. Required market share to break even. The geographic segmentation of the region is very clear, with the population being centred on the emirates of Dubai and Abu Dhabi. How many of us in healthcare are truly engaging in ongoing segmentation of our customer base? Segmentation and targeting Outline The segmentation-targeting-positioning (STP) framework Segmentation The concept of market segmentation Managing the segmentation process Deriving market segments and describing the segments Step 1: Cluster analysis Step 2: Discriminant analysis Targeting Keep it up. The brand has won several awards & accolades over the years such as 13th best hospital award in the Asia Pacific region, business Superbrand for the year 2016. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. In this video, you'll learn why segmentation is important to hotspotting, and how cluster analysis can identify groups of patients from patterns of hospital usage. Implementationand practice shows how Segmentation, Targeting and Positioning apply to digital marketing strategy. Product/Service Positioning: Develop a positioning and marketing mix for each target segment The Healthcare industry is going through a structural change, rise of medical tourism & health care services, increase in medical tourists due to low-cost healthcare services in India (Approximately one-fifth of the cost in foreign countries), Improvement in VISA facility for the patients by the government are some of the factors shaping the industry demand pattern. Targeting – Based on our analytical data, we identify the most financially promising groups to court through targeted long-term or short-term advertising campaigns. Common themes included: (a) reliance on survey data, (b) clustering methods, (c) limited classification modeling after clustering, and (d) detailed analysis of clusters by demographic data. 3 0 obj Communication strategy advertises the appropriate ads using the right media to target the chosen consumer group. oIW���.4��ë�f}]�hlr2tu�����8)�����v�e�٠6Ղ���b C�}����L�p0�r�/�_ At times, stratification is described as a form of segmentation. 4 0 obj In book: Travel Marketing, Tourism Economics and … Positioning creates a comparative picture in the mind of the prospective customer. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S … x��]Ys�F~w����E� �@9�_��= x CJdk�`�����ݼ��l����7��&�-ӹ���\�����:����gE�deq�is��K��d�V�^�7�ފ//_����b��+�?���җ/��N/_��}���')�t\O�.^���9WH�}� BđG�6����)�5|���gQ���/�(_����1�����������eB�N(w� l�$�ko"�q�HL����bǏ�Xe8�"����9�{�������&����FV�� Segmentation, targeting, positioning in the Marketing strategy of Apollo Hospital –, Competitive advantage in the Marketing strategy of Apollo Hospital –, BCG Matrix in the Marketing strategy of Apollo Hospital –, Distribution strategy in the Marketing strategy of Apollo Hospital –, Competitive analysis in the Marketing strategy of Apollo Hospital –, Market analysis in the Marketing strategy of Apollo Hospital –, Customer analysis in the Marketing strategy of Apollo Hospital –, How To Calculate Marginal Cost (with Steps and Formula), How To Write A Reference Letter (with Template), How To Write An Executive Summary (Complete Guide). A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the 1980s between Coca-Cola and Pepsi-Cola. SM�B��>�rz�/|�����������p���c4��L�u� ��-�'w�ŭ$��u�1?��b��FZ��c�K�|ѸwՍ��Qde⩑�q[�)��U�X��56P��Nx�����Z�Rn����`.v���74˲�Mv�eoTd�ҝI���)��U]��RX;̺�֒(Xi�G&FtM���z��(ꭽ�M���R��evN�2WHE�YN�}[ϟ Pricing strategy involves appealing to either price-sensitive or price-insensitive segments. In addition, the authors thank Steve Davis for his role with writing the paper and Ramani Moses for editing.. STP in marketing stands for Segmentation, Targeting, and Positioning. Integrated value Cain delivery model: In order to provide high-quality healthcare services it ensured that patients receive complete packages of wellness and medical services such as consulting, Dialysis, sample collection, liver and bone marrow transplants, spine and brain surgeries, vitro fertilisation (IVF), joint replacement surgeries, heart, and cancer & kidney treatments etc. Creating different market target is a good beginning to be done by busineesman to avoid tight competition with competitors. In an effort to appeal tobuyers and differentiate their products from competitors' products,manufacturers and service providers have developed more and more products, eachdifferent than existing products. It is done by offering products at different price levels or by only making expensive products available first. HCA Healthcare Inc can use the information obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed below: 3 Segmentation of HCA Healthcare Inc 5�TsYP)]'�!�P)C�X�S��)��E��f��8�r�9*Tۭ�iZ���Fȡ�Ø|���%-7ҫ�T��"Y��|c�0[+Or��������%B[�����3Qb��mIN��3��k���C|ɥxX��ð)�!���k��-��:�4de��W�Ei� b��`C�8|�"u���u���?F�����p��8���X�b�2��\�r��-3 ���sC������%mr��l���rR�.��w�����ܪ4íJ�(D!��,-QaZ�,�ꝦѡS�aG� ��j7Ş� Gv�$��Tɪ��f�>:F�ظ��s]��ǭ�P/.�t�(#GK.�:��p��8�a�k �;qLS�0����6mѫ��C���.S~���MZ6{(r������]\��b ����� 6�>*3���T� EZ��IV�6O����0�$i�Y�C�~&�I}J�D����,_\�k�������L[`�����Nzu/���@/�д;��W���B���DƼe~)m��-�D�R��\R�OZG~l��G#�w|���5�d��C@o�~�����������|���h��a��I��[g�Qڪ�1A�LI���Ю&|/L�Ӈ��8�˔�6 ���HQ:�3��T�e��W�k�ab.7��K�7"1�a�͘��5�0���4sy�P�ȥj���N���!>7���pk�8ʞ��&�H{�S��i�ݻ� i,%�B��@%�E�u� �k��4��o��D��Z��ϔs��cʓ;���l3f̓��c,�촳��p��P�m2�� Omw���qn�o��^�q�f���f����}��n!�>W��~rE呀��`�#��n`���a�� This visual from Dave Chaffey of Smart Insights in his book Digital Marketing: Strategy.