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Executive Summary
According to the Health Promotion Board, Singapore aims to create greater awareness among the citizens of the need to adopt a healthy lifestyle. To be in line with the National Healthy Lifestyle Programme, we have chosen to indirectly market the physiotherapy service tailored to office workers through the organization they work for.
This marketing plan aims to position a major new-product launch, while justifying its entry into the physiotherapy market. So far, not many companies have been successfully penetrated into this market. This has been attributed to the existence of unlicensed massage parlours which results in a budgeted pricing for each session. Secondly, the unlicensed massage parlours need not pay a hefty licensing fee to the Singapore Physiotherapy Association (SPA) and the employees are comfortable with rock bottom salaries.
PhysioScience?s product offers a basic massage mix where a variety of massaging techniques could be stand out from its competitors. The product should portray a decent image while keeping a quality standard for its professional service. Prospects for this niche segment are favourable in target consumers' demand patterns concerning health, mobility and convenience. Given the recent amendment of the legal laws, PhysioScience should penetrate this segment quickly to uphold as the first-mover advantage.
Beyond the corporate distribution, PhysioScience could extend the distribution through complementary channels to the product offering and brand image. This includes the incoming Integrated Resorts and the Physiotherapeutic Clinics where consumers could use the service as a way to create a sense of peace in the consumers' minds or to ...