Marketing MIX strategy completed solutions for Saigon hospital of cosmetic surgery

GaBBA-SP0109
Po Yan – Hong Nhung – Kim Oanh


















MARKETING MIX STRATEGY COMPLETED
SOLUTIONS FOR SAIGON HOSPITAL OF
COSMETIC SURGERY
CAPSTONE PROJECT REPORT
Group No.: 7
 LAU PO YAN
 SAI HONG NHUNG
 NGUYEN THI KIM OANH

Class: GaBBA-SP0109

HO CHI MINH CITY 2013


Class: GaMBA01.C0310

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ACKNOWLEDGEMENT

We take this opportunity to express my profound gratitude and deep regards to our group’s
Instructor, Ms. Le Thi Thu Ha, MBA for her dedicated guidance, monitoring and constant
encouragement throughout the course of this Capstone project.
We also take this opportunity to Griggs University officers for their assistance, constant
encouragement during the period of our assignment.
Lastly, our group would like to express a deep sense of gratitude to Saigon Hospital of
Cosmetic Surgery for cordial support, valuable information and guidance, which helped us
in completing this task through various stages.
Once again, we are grateful for all guidance, assistance and cooperation to make this
Caption project possible.


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ABSTRACT
This project is intended to provide a Marketing Mix strategy completed solutions for
Saigon Hospital of Cosmetic Surgery – a reliable and reputed cosmetic hospital in Ho Chi
Minh City.

It has been found that Saigon Hospital should target the main market aged from 16 to 65,
having upper incomes, living in Vietnam, and ready to pay for personal beauty services.
The marketing objectives are: wining new customers, maximizing profit and increasing
awareness of the brand name up to 50% of the target market.
The information in the project has been sourced from company's hard copy materials,
textbooks and online research results. We also created an online survey to collect
customer’s opinions about cosmetic surgery trend.
In order to provide useful solutions, a SWOT analysis has been carried out for the brand
and organization, the target market segmentation has been identified and defined, and
marketing objectives have been set. Finally, completed solutions for Marketing Mix
Strategy are set in the final chapter.


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STATEMENT OF AUTHORSHIP
This project was written by our group and in our own words, except for quotations from
published and unpublished sources which are clearly indicated and acknowledged as such.
We are conscious that the incorporation of material from other works or a paraphrase of
such material without acknowledgement will be treated as plagiarism, subject to the
custom and usage of the subject, according to Griggs University Regulations on Conduct
of Examinations. The source of any picture, map or other illustration is also indicated, as is
the source, published or unpublished, of any material not resulting from our group
experimentation, observation or specimen-collecting.

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ORGANIZATIONAL CONTACT INFORMATION
1. Organization Information
Name: Saigon Hospital of Cosmetic Surgery
Address: 97B Nguyen Du, Ben Thanh Ward, District 1, Ho Chi Minh City, Viet Nam
Tel: (84.8)-3829-1342 or 3829-2571
Website:
Annual Operating Budget:450 – 500,000,000 VND (exclude machine purchase cost)
Logo:

2. Project Liaison Information
Name: Le Thuy Ngoc Phuong
Title:Chief Accountant
Phone: (093) 317 1008
Fax: (84.8) 3823 9461
Email:

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INTERNSHIP DEPARTMENT
We share an office with 3 other people in a fairly generic modern 3-storey office building
at the central of city. At a modern hospital, it is decorated by many huge mirrors and
picture of beautiful lady. Not only my office, all other parts of the hospital are decorated
with potted trees, so an overview of the hospital atmosphere is always considered as a
luxury resort than the average hospital often filled with odor. Not only our office, all other
parts of the hospital are decorated with potted trees, so an overview of the hospital
atmosphere is always considered as a luxury resort than a hospital normal smelled drugs.
We work together in the marketing department and were given the task of pushing forward
the strategy of hospital image to customers. To understand the working process and the
shortcomings of the hospital, we almost had to start with the most preliminary steps. Three
people were assigned to three different arrays. The first is the reception, to make customers
see the comfort and natural as they are being at familiar places, the employee should take
actions and saying something. Following the consultation, depending on the personality of
each person, the staff should handle the situation so clever. Finally, customer care, learn
what they need and want to get the feeling of interest as acquaintances of the family.
After work each week we will have a meeting to report the situation to the hospital and
give a reasonable measure of customer care daily inside to advertise events monthly
defended hospital.

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LIST OF FIGURES AND TABLES
FIGURES
Figure
Page
Figure 2.1 Percentage of customer by age
8
Figure 2.2 Customer attitudes toward Cosmetic surgery
9
Figure 2.3 The Level of Brand awareness for Saigon Hospital of Cosmetic Surgery
13
Figure 2.4 The Brand awareness of Cosmetic surgery hospitals in HCMC
13
Figure 3.1 The Price competition among Hospitals of Cosmetic surgery in HCMC
16
Figure 3.2 Location of Saigon Hospital on Google map
iv
Figure 3.3 Process of Cosmetic surgery service at Saigon Hospital
19
Figure 4.1Advertising on Taxi
iv
Figure 4.2 Vietnam Internet users
v
Figure 4.3 Nielsen report on comparative effectiveness TV and Online Video Ad
v
Figure 4.4 Customers know Saigon Hospital by…?
30

TABLES
Table
Page
Table 1.1 Saigon Hospital of Cosmetic surgery Income Statement in 2009, 2010 and 2011
ii
Table 2.1Comparison among Hospitals of Cosmetic surgery in HCMC
11
Table 2.2 Prices of Cosmetic surgery services at some famous Hospitals in HCMC
iii
Table 3.1Several common cosmetic surgeries at Saigon Hospital of Cosmetic surgery
ii



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TABLE OF CONTENT
ACKNOWLEDGEMENT a
ABSTRACT b
STATEMENT OF AUTHORSHIP c
ORGANIZATIONAL CONTACT INFORMATION d
INTERNSHIP DEPARTMENT e
LIST OF FIGURES AND TABLES f
TABLE OF CONTENT g
INTRODUCTION 1
CHAPTER 1: INTRODUCTION OF SAIGON HOSPITAL OF COSMETICS
SURGERY 3
1.1 BACKGROUND 3
1.2 SCOPE OF BUSINESS 3

1.3 MISSION - VISSION 3
1.4 OUTSTANDING ACHIEVEMENTS 4
1.4.1 Dr. Nguyen Xuan Cuong – Competitive advantage from personal brand 4
1.4.2 Saigon Hospital of Cosmetic surgery 4
1.5 EVALUATION OF OPERATING RESULTS 4
CHAPTER 2: GENERAL OVERVIEW OF MARKETING SITUATION AT
SAIGON HOSPITAL 6
2.1 SITUATION ANALYSIS 6
2.1.1 SWOT analysis 6
2.1.2 Market analysis 7
2.1.2.1 Market segmentation 7
2.1.2.2 Market trend 8
2.1.2.3 Market growth 9
2.1.3 Customer analysis 10
2.1.3.1 Target customer 10
2.1.3.2 Customer needs and wants 10
2.1.3.3 Customers’ decision process 10
2.1.4 Competitors analysis 10

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2.2 COMPETITIVE ADVANTAGES 12
2.2.1 Product 12
2.2.2 Personal brand 12
2.3 HOPITAL’S CURRENT MARKETING OPERATION EVALUATION 12
CHAPTER 3: MARKETING MIX (7Ps) STRATEGY AT SAIGON HOSPITAL OF
COSMETIC SURGERY 15
3.1 PRODUCT STRATEGY 15
3.2 PRICE STRATEGY 15
3.3 PLACE STRATEGY 16

3.4 PROMOTION STRATEGY 17
3.4.1 Advertisement 17
3.4.1.1 Mass media 17
3.4.1.2 Online advertising 18
3.4.2 Sales promotion 18
3.4.3 Public relation 18
3.5 PEOPLE STRATEGY 19
3.6 PROCESS STRATEGY 19
3.7 PHYSICAL EVIDENCES 20
3.7.1 Staff ambience 20
3.7.2 Professional and comfortable environment 20
3.8 CUSTOMER CARE SERVICES 21
CHAPTER 4: DEVELOPMENT MARKETING MIX COMPLETED SOLUTIONS
FOR THE SAIGON HOSPITAL OF COSMETIC SURGERY 22
4.1 HOSPITAL MARKETING ORIENTATION 22
4.2 MARKETING OBJECTIVES 22
4.3 COMPLETED SOLUTIONS FOR MARKETING MIX STRATEGY 23
4.3.1 Product strategy complements 23
4.3.2 Price strategy complement 23
4.2.2.1 Objectives of Pricing 23
4.2.2.2 Suitable strategies for pricing 23
4.3.3 Promotion strategy complements 24

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4.3.3.1 Advertising 24
4.3.3.2 Sales promotion 28
4.3.3.3 Public Relationship 30
4.4 CUSTOMER CARE SERVICE ENHANCEMENT 30
CONCLUSION 33

APPENDICES i
ORGANIZATIONAL CHART i
TABLES ii
FIGURES iv
SURVEY QUESTIONS SAMPLE vi
REFERENCES i

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INTRODUCTION
Today, marketing plays such an important role in the success of business. It contributes to
create product awareness, attract customer attention, and establish strong customer
relationship and building a good image in public relation. Successful marketing will affect
most aspects of a business. The overall marketing definition covers advertising, public
relations, promotions and personal sales. Without marketing, even though a business offers
the best products or services, none of potential customers would know about it. In addition,
the appearances of new brand names and constantly changing customer demands have
created a fierce underground competition in marketing among companies.
Hence, to exist and develop, a company must have right and suitable business operational
plans which include marketing strategy. To have its marketing activities developed in
correct ways and achieved long-term effectiveness, the company must develop a marketing
strategy in the most comprehensive manners. By doing this, company can approach
potential customers, identify their needs and wants in order to offer them the right product
at a right time.
1. STATEMENT OF THE PROBLEMS
Along with the growth of economy, there was the introduction of a variety of products as
well as superior services which bring utility and the best support to human in different
ways, especially in the field of beauty care. With the advent of private cosmetic surgery
hospitals, demand of cosmetic services is also increasing day by day. The private hospitals
have raised more competitiveness among the cosmetic hospitals and promote its marketing

activities. Marketing is a "bridge" for the hospital to understand the needs of the patient,
and vice versa, the patient will know the strengths of the hospital in order to make
decision. From then, the hospital will have the effective development-oriented, satisfy
customers' expectations and improve its competitive advantages.
After studying the development of cosmetic surgery industry in Vietnam and the marketing
activities of cosmetic hospitals today, we have identified the necessary and effectiveness of
marketing activities for the cosmetic surgery hospital. Our group chose the topic
"Marketing Mix strategy completed solutions for Saigon Hospital of Cosmetic

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Surgery" to study about current marketing operation of the hospital and recommend the
most effective solutions to complete its marketing mix strategy.
2. METHODOLOGY
Data collection: Our group research methodology requires gathering relevant data from the
specified documents (hard copy materials from the company) and compiling databases
(Saigon Hospital of Cosmetic surgery’s website, Google, Wikipedia etc.) in order to
analyze the material and arrive at a more complete understanding of current market and
Saigon Hospital’s situation.
Survey instrument: In addition, we developed ideas to created online survey to get
customers' opinion as well as information about trends and attitudes towards cosmetic
surgery in community
Base on all the information that we had, we made SWOT and current Marketing mix (7Ps)
analysis. Then, we analyzed financial statement reporting in recent years to find out how
much organization spent on marketing to choose the particular data for evidence and
example using in the project. Finally, base on all relevent information, we developed a
marketing plan which would improve Saigon Hospital’s problems.
3. PURPOSE OF THE PROJECT
The specific aims of the study are to:
- Study and evaluate current marketing situation of Saigon Hospital of Cosmetic

surgery.
- Recommend solutions to complete and improve marketing activities for Saigon
Hospital.
4. SCOPE OF THE PROJECT
This study focuses on analyzing marketing activities and relevant elements of Saigon
Hospital of Cosmetic surgery. Marketing analysis has been carried out in Vietnam and
target customers are Vietnamese people from 16 to 65.

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CHAPTER 1: INTRODUCTION OF SAIGON HOSPITAL OF
COSMETICS SURGERY
1.1 BACKGROUND
The Saigon Hospital of Cosmetic Surgery is one of the current reputed names about
aesthetic specialist in the country. Located in a very convenient traffic and communication
of district 1, the business center of Ho Chi Minh City, it is renown as the first hospital of
cosmetic surgery in Vietnam licensed by the Health Ministry in October 2003 and
established in August 19th, 2004 by Dr. Nguyen XuanCuong.
Objectives and main tasks of the hospital are to give their customers the perfect outlook,
and being confidence about themselves. Hospital’s target segment is customers who are
from 16-65 and have demand for cosmetic surgery. They welcome a source of patients
coming from abroad through the year round from the USA, Europe, Australia, and
different countries of Asia.
1.2 SCOPE OF BUSINESS
Main activities of the hospital are beauty consultant, beauty care and holistic cosmetic
surgery. Saigon Cosmetic Hospital provides customers a holistic cosmetic service includes
Face, Breast, Body, Botox & Skin and other beauty services.
1.3 MISSION - VISSION
 Mission statement
“Our faculty is committed to bring customers perfect outlook and confidence with the

dedicated care and exceptional services.”
 Vision
Saigon Hospital is the preferred provider of beauty care to our community by holding the
highest standard of excellence in each of our core missions of beauty care, education and
research.

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1.4 OUTSTANDING ACHIEVEMENTS
1.4.1 Dr. Nguyen XuanCuong – Competitive advantage from personal brand
Dr. Cuong has gained national as well as international recognition as a World Leader of
Cosmetic Surgery of the Millennium and been famous for having over 30 years’
experience in the cosmetic surgery industry. He is the only one in Vietnam who
outstandingly graduated high degree of expertise in plastic surgery by the American Board
of Cosmetic Surgery and received award of "100 Best Cosmetic Surgeons", "World
Leader of Cosmetic Surgery" and “1000 Great Scientists of the 21
st
Century from the IBC”
( International Biographical Center).
In addition, Dr. Cuong has appeared at Guest Lecturer at other International Congress of
Cosmetic Surgery in many countries and he is also a member of these professional
societies such as “The American Academy of Cosmetic Surgery” or “The Canadian
Academy of Facial Plastic and Reconstructive Surgery”
1.4.2 Saigon Hospital of Cosmetic surgery
Saigon Hospital is always selected by readers and departments to deserve to reach the
noblest awards, voted by the Central agencies, media agencies, newspapers, readers such
as “Top 10 Vietnamese Brands Golden Cup” (2006), “WTO Integration”, 7 times was
voted by the readers of newspapers, agencies and media organizations function to receive
"Vietnamese brand" award (2004-2008)…etc. It also was awarded as an excellent hospital
in two consecutive years from 2009 to 2010 by Ho Chi Minh City Department of Health.

1.5 EVALUATION OF OPERATING RESULTS
According to Financial Statement, even though Saigon Hospital gained a lot of awards
during operation time, it lost over 500 million in 2 recent years (2011, 2010) (Figure 1.1).
This raises a question “Why it has strength in competitive advantage from personal brand
and the most modern facilities, it still cannot gain profit?” This problem could be seen as a
manner challenge for the hospital at this time.
The point is that it has not focus highly in such marketing activities as advertisement,
promotion and customer services. The rapid development and fierce competition among

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new brands has attracted customers, especially Vietnamese, who are easily impressed by
interesting advertisements. And, although the hospital has served more foreign clients in
recent years, it got a significant decline in the number of local clients.
Therefore, to persuade customers coming back, Saigon Hospital needs to make current
situation analysis then select and approach to improve strategic marketing being in
accordance with its operation.

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CHAPTER 2: GENERAL OVERVIEW OF MARKETING SITUATION
AT SAIGON HOSPITAL
2.1 SITUATION ANALYSIS
2.1.1 SWOT analysis
Strengths
- Located in a very convenient location in district 1
- Being the first hospital of cosmetic surgery in Vietnam licensed by the Health
Ministry in October 2003.
- Having solid experience,skilled and well trained surgeons in cosmetic and plastic
surgery headed by Professor Nguyen XuanCuong MD. Team of doctors perform
surgery often highly specialized training abroad.
- Regularly updating the knowledge and latest techniques of the world to serve the
customers' benefits at the highest level.
- Cosmetic surgery techniques beyond peak times.
- Hospital rooms are fully equipped, comfortable.
Weaknesses
- Not yet a top-of-mind brand
- Lack of professional operation which leads to discrete organization
- Concentrating on service quality and not so much on customer relationship
- Have not fully noticed on making a successful marketing strategy
- Poor promotion campaigns.
- The cost is higher than other competitor’s cost in general.
Opportunities
- Both men and women are now more open-minded about cosmetic surgery
- The age of customers is increasingly younger
- The demand of being more beautiful has been increasing at both genders

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Threats
- More competitors with low price,aggressive promotion.
- The increase government income taxes.
- Increasing cost of cosmetics materials and other equipments.
- There are technical movements and the use of new technology instruments.
- Some traditional and technological beauty culture methods are expired.
- The recession issue is having effect on the people's decision for coming to cosmetic
surgery.
- Scandals about the cosmetic disaster or the carelessness of doctors lead to some
serious circumstance have been worried people having demand for cosmetics
surgery
2.1.2 Market analysis
Evaluating the current market situation is most helpful to understand specific needs and
wants of potential customers, how to serve them, how to attract more market share and the
leverage situation of Saigon Hospital of Cosmetic Surgery
2.1.2.1 Market segmentation
The profile for Saigon Hospital of Cosmetic Surgery consists of following geographic and
demographic factors
 Geographic
Vietnam is target market since Vietnamese clients take a major proportion (70-80%) in the
total and they are also the loyal ones. Whereas, international clients from the overseas as
U.S, Australia, Canada, France, Holland, Norway, Sweden, Taiwan, Japan, Korea, and
Cambodia took smaller percentages in total income.
 Demographic
Cosmetic surgery is a kind of service for all age groups from 16 to over 65 regardless their
occupation

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Age

Figure 2.1 (Source: Survey result, 2013)
Percentage of customer by age
The pie chart shows the amount of customer coming to cosmetic hospital each year.
Overall, it can be seen that the group of customers from 35- 50 accounted for the majority
of the total clients while group of customers below 18 years old just took a tiny proportion
(1%).
2.1.2.2 Market trend
Cosmetic surgery is now no longer exclusive service for music stars, movies stars or
models. People are now more open to than previous generations. Recently, more and more
young customers and employees come to cosmetic services and the customers' ages are
increasingly much younger. The current trend is Korean cosmetic surgery and it attracts a
large number of young adults and teenagers.

1%
20%
43%
28%
8%
Percentage of customer by age
18 & younger
19 - 34
35 - 50
51 - 64
65+

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Figure 2.2 (Source: Survey result, 2013)
Customer attitudes toward Cosmetic surgery
Based on the survey result, customers nowadays are more open-minded about cosmetic
surgery issue, and pay more attention to personnel beauty. As it can be seen on the pie
chart, more than half of them accept an artificial beauty and are willing to choose cosmetic
surgery in case of necessity to make their appearance more perfect. Only a handful of
respondents do not agree with cosmetic surgery.
2.1.2.3 Market growth
Vietnam's plastic surgery industry is achieving miraculous growth in recent years. The
cosmetic services popular among young people today are breast augmentation, nose lift,
eyelid surgery, chin reshaping
Dr. Le Hanh - Head of Plastic & Aesthetic Department of Cho Ray Hospital - estimated
each year Vietnam has about 100,000 customers get cosmetic surgery services. Of these,
about 6,500 women breast augmentation, the majority of clients are women aged 20-35,
followed by 35-50 year-old women, and even some women over 60 years old.


57
33
10
Customer attitudes toward
Cosmetic Surgery
Accept and will get
cosmetic surgery in case of
need
Accept but will not choose
cosmetic surgery
Do not accept. The natural

beauty is still the best

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2.1.3 Customer analysis
2.1.3.1 Target customer
 Teens (16-19 years)
 Young adults (20-35 years)
 Adults (35 above)
2.1.3.2 Customer needs and wants
According to survey’s result, our group has found most of customers expect to have
aperfect outlook, and to be more confidence about themselves. In addition, some of them
decide to get cosmetic surgery since they want to change their fatality
2.1.3.3 Customers’ decision process
Around 50% of women consider about their beauty due to changes in society. Educational
level, income, social class, occupation, relationship and feelings most affect to women to
pay more attention on their beauty.
2.1.4 Competitors analysis
Table 2.1 below shows the comparison among famous Cosmetic hospitals in Ho Chi Minh
City. Each of them has its own strengths in technology and experience.


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Table 2.1
Comparison among Hospitals of Cosmetic surgery in Ho Chi Minh City

The Saigon Cosmetic
Surgery Hospital
Jeong Won KoreaCosmetic

Surgery Hospital
Cosmetic Surgery & Skin
Care Clinic Dr.Tu
A-Au Cosmetic Surgery
Hospital
Highlight
- Managed by Professor
Nguyen Xuan Cuong(MD)
- The first hospital of
cosmetic surgery in
Vietnam licensed by the
Health Ministry.
- Managed by Dr.Nguyen
Phan Tu Dung (MD, PhD)
- Each doctors take
responsibilities in some
different distinct techniques
- Managed by Dr. Tran Thi
Anh Tu (MD, PhD)
- Solid experience in
cosmetic surgery

- Depth experience for
more than thirty years
- High aesthetic standards
of skilled medical
professional
Technology
- Rhinoplasty 4D technology
- Laser “AFFIRM”

technology (wrinkles,
remove acne scars, skin
rejuvenation)
- "Double Waves" Cynergy
Laser
- Imported 100% from South
Korea (Panorama
Radiography, X-ray
Cephalo Radiography,V-
line Ultrasonic Bone Cutter)
- PRP technology (Platelet-
Rich Plasma)
- Thermage CPT (USA)
- Laser RevLite (USA);
Laser Cooltouch; Laser
Pixel
- Trinitri, Matrix IR, RF…
- The top Mammography
FFDM technology in the
world,
- Laser modern leading
technology, Laser
VBeam Perfecta,
- Trinitri, Matrix IR, RF
Services
- Liposuction
- Breast Augmentation
- Eyelid surgery
- Hair Restoration
- Laser Resurfacing

- Facial cosmetic surgery
- Breast enhancement
- Cheek Dimple
- Botox technology
- S-Line Rhinoplasty
- Eyelid surgery
- Fat breast implant
- Fat butt implant
- Fat surface implant
- Removal surgery of silicon
from the chest, nose, breast
augmentation
- Eyebrow Lifting
- Eyelid Surgery
- Nose Reshaping
- Chin Surgery
- Face-Lift, Skin Tightening
by Thermage
- Nose Reshaping without
surgery by Restylane
Perlane
- Face Rejuvenation
- Full Body Liposuction
- Bat Ear Correction
- Dermabrasion
- Eyelid surgery
- Fat breast implant
- Fat surface implant
- Nose Reshaping
- Chin Surgery

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Price competition analysis: As we can see, there is an underground competition about
price among cosmetic hospitals. Actually, price for cosmetic services at Saigon Hospital is
a bit higher than other components. (seeTable 2.2 –Appendices)
2.2 COMPETITIVE ADVANTAGES
2.2.1 Product
The point that makes Saigon hospital remarkably different from the others is that
combining acupuncture anesthesia techniques to reduce pesticide residues in breast lift
surgery, liposuction and facelifts which have demonstrated the success of this technique in
the GPTM Conference in Japan 11/2005. In addition, it is also the 1st Cosmetic hospital
which has got successful applying new technologies in cosmetology.
2.2.2 Personal brand
Saigon Hospital of Cosmetic surgery has competitive advantages firstly thanks to the
reputation of Dr. Nguyen XuanCuong, who was honored to receive many prestigious
international awards. Secondly, the hospital received valued prizes in many years. Itisalso
equipped with the most complete facilities with high technology, advanced techniques in
service and emergency patients. Thus, it guarantees a very high level of safety for patients.
In short, skillful hand of Dr. Cuong and doctor team, long-standing brand and all of these
awards has made Saigon Cosmetic Surgery has a lot of competitive advantages in beauty
industry.
2.3 HOPITAL’S CURRENT MARKETING OPERATION EVALUATION
During recent years, from 2010 to 2013, the hospital had implemented some promotional
activities to bring name of hospital closer to potential customers. However, these activities
have not brought the desired effects. It is very easy to see that the number of visitors come
to the hospital are not regular, the customers only be crowded in the special day such as
Wednesday, Thursday or Friday, while the rest may not have any surgery.

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Figure 2.3 (Source: Survey result, 2013)
The Level of Brand awareness for Saigon Hospital of Cosmetic Surgery
As it can be seen from the Figure 2.4, over 60% of respondent do not know about Saigon
Hospital. This shows that the marketing department has conducted advertising strategies
are not well.


Figure 2.4 (Source: Survey result, 2013)
The Brand awareness of Cosmetic surgery hospitals in Ho Chi Minh City

Unknown
63%
Know
37%
Level of Brand awareness for Saigon
Hospital of Cosmetic Surgery
10%
12%
37%
8%
25%
8%
Brand awareness of Cosmetic
Hospitals in HCMC
A Au Cosmetic Hospital
Thanh Van Cosmetic

Hospital
Cosmetic Surgery & Skin
Care Clinic Dr.Tu
Jeong Won - Vietnam
Cosmetic Surgery Center
Saigon Cosmetic Surgery
Hospital
Others

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When comparing brand awareness among Cosmetic hospitals in Ho Chi Minh City (Figure
2.5), Saigon hospital only took 25% while it was 37% for Cosmetic Surgery & Skin Care
Clinic Dr. Tu. Once again, marketing solution should be implemented to increase the brand
awareness of customers.

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CHAPTER 3: MARKETING MIX (7Ps) STRATEGY AT SAIGON
HOSPITAL OF COSMETIC SURGERY
3.1 PRODUCT STRATEGY
 Popular services
Main product of Saigon Cosmetic Hospital are holistic cosmetic services includes Face,
Breast, Body, Botox & Skin and other beauty services. (seeTable 3.1 - Appendices)
 New services
It is a Stem Cell technology (Stem Cells are the master cells of the life because they can
transform themselves into any type of cell in the body) - a best and modern technology in
the world
3.2 PRICE STRATEGY
It is one of the most prominent elements in the marketing mix. Price charged must be able
to target customers and it should co-ordinate with other elements of the marketing mix.
Price at Saigon Hospital usually depends on particular cosmetic service prescribed by the
respective consultants and the facilities offered to the clients. It is revised every year
depending on the change in technology as well.
Premium pricing
Saigon Hospital comes to this method to positioning Saigon Hospital is a high quality
cosmetic surgery hospital in the market. With this strategy, the hospital will price all
services at a higher level than other competitors to helps affirm its quality, image and
brand. In addition, customers often use price as one of quality measurements: high price
means high quality or high value.
Therefore, when coming here, customers will feel assured and comfortable from the best
services, modern facilities and equipment. The hospital is committed to making clients feel

completely satisfied with their spending amount