Competitor’s Marketing Program

Marketing Program

Marketing strategies are design to guide managers in getting services to

customers and encouraging customer to avail the service as stated by Koontz and

Weihich (2002)

Marketing strategy is developed to achieve the objective of a particular

target market. It involves decision on how to fit together service, pricing and

promotional strategies into a marketing program, the marketing strategy as a whole

achieves for the company the derived position of a service in the market.

Service Feature

This refers to the different attribute or aspect of marketing materials that

make the services known by the customers.

Logo

This refers to the symbol or design of The House Doctors to identify the

company uniforms and vehicles.

Trademark

This refers to a symbol, word or words legally registered or establish by use

as representing “The House Doctors”.

Slogan

This refers to a short phrase that define “The House Doctors” service, to

make the company known to the customers.

Label

This refers to a plastic or similar material attached to the firms tools and

equipment, to give information about the company.

Service Benefits

Homes and business establishments encounter a problem that need a

handyman service. The customers and business owner having a hard time finding

repair services as well as managing their own business. Hiring “The House

Doctors” home repair services will give some benefits in your home and

businesses. Having “The House Doctors” repair services will make the customer
to just specify the areas that need repair or replacement and wait for the handyman

to finish it. The customer will be no need to hire various contractors, cause “The

House Doctors” handyman has a various skill that help the customers to achieve

various result they want. Hiring “The House Doctors” is cost-effective, that can

save the customers a lot of time and money on hiring only one man to do the job.

Pricing Strategy

The proponents set price by means of benchmarking, the proponents did

comparison with the pricing strategy of the competitor and the proponents also

used parallel pricing.

The proponents came up with the price of “The House Doctor” home repair

services which is Php 3,000.00 is based on major component such as direct

materials and direct labor. The proponents came up with this price, because the

cost of our service is very affordable that makes our service cheap but effective

than our competitor related service offered. The service price is cheaper than

competitor’s price, so that our price is more affordable towards to customer than

competitor’s services with the same size of area to repair.

Table 2.8
Service Price (Minimum of 8 hours of Repair Service)
Direct Material Used/Minor Repairs 500.00
Labor Cost/Per Service 400.00
Company Overhead/ Per Service 500.00
Total Cost/Unit 1, 400.00
Service Price for Minimum of 8 hours
2,500.00
(Exclusive of VAT)
Channel of Distribution

Nature of the market can deeply affect the management’s choice of channel

distribution. As a result, the proponents decide to use the simplest form of channel

distribution zero level channel in which the service providers will offer and provides

the service to the consumers who needed the service. The customers are the one

who call and request their repair service needed to the service provider.

Service Providers

Consumers

Figure 2
Distribution Channel

Promotion Strategy

This refers to the goal of the company to make the public aware of our

service offered, to influence them to purchase it, and to establish a long-term

relationship that will make them repeat customers.

Customer Visit Program

With the small establishments and buildings in vicinity. The House Doctors

will have a mutual agreement between the clients that would want to do a business
with “The House Doctors”. The deal will be carried between the House Doctors

who will give service to the company or buildings that are in need of our services.

Social Media Marketing

With the use of social media platforms, it would be easy for “The House

Doctor” to create a brand image and to achieve branding goals.

Flyers

Since this are one of the effective tools in advertising that’s why House

Doctors use this as one of their promotional activities. Flyers are low expense in

advertising that would be a good help in the House Doctors because it doesn’t

need to have a huge budget in making a flyer.

Tarpaulin

Since tarpaulin is as effective as other promotional and advertising media.

Tarpaulin can help you raise awareness about the firms service offered and for a

cheaper cost.
Business Card

The proponents decided to use business card that are an essential and

time-honored marketing tool most effective in face-to-face settings, and more

compact and cost-effective than most advertising alternatives.