10 STEPMarketing Plan forThe Generics Pharmacy            Joan Soliven             July 2011       http://joansoliven.blog...
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Steps 1 to 5Consumers Needs Medicinebut in Lower Price1.   The Generics Pharmacy PTM is male and female,     ages 0-80 abo...
Steps 6 to 10    Generic medicines has the Same    Strength as Branded Medicines    but in Lesser Cost.    6.    Generic m...
1. The Generic Pharmacy caters tothe class of CDE market   0 to 80 onwards, male and female,    CDE, mass)   Single or m...
2. Consumers wants a good qualitymedicine at affordable price                                         I want a good qualit...
2. Consumers need, want &demand is a good qualitymedicine at an affordable price.Shoppers needs a store that offers good q...
3a. The Generic Pharmacy hasseveral competitors that offersgeneric and branded medicinesDirect: Mercury Drug Store, Generi...
The Generic Pharmacy is perceived by   consumer as a store that provides   good quality with low price                    ...
Low prices are said to be the most important  factor for the consumers when buying a                   product      80%   ...
Most of the Drugstores Positioning is     having a Good Quality Medicines                                 Benefit Position...
TGP Offers key Drivers of Satisfaction of     Drug Store Shoppers which are Lower Price,     Good Quality and Accessibilit...
4. The Generics Pharmacy positioningis Niche Market OpportunityThe Generic Pharmacy is the only drugstore that  offers qu...
The Generics Pharmacy hasmore opportunity to…   Open branches to the VISMIN region    where Mansons, Rose Pharmacy and   ...
5a. Pharmaceutical market is         117 billion1. Pharmaceutical market – P117 billion          Drugstores Market Share  ...
5b. The Generic Pharmacy’s    current Market Share1.   TGP is around 40% of the total     pharmaceutical market – 47 Billi...
5c. Shopper data indicates amarket size 146 Billion   P 15 average spend per trip for a    medicine   Visit the drugstor...
5. Concluded thatPharmaceutical market shareis 117 Billion   Competitor Data = 117 Billion   Company Data = 117 Billion...
6a. The Generics Pharmacy locationsare near Mercury Drug Store or rivalstores  TGP is confident that consumers would     r...
6 b. The Generics Pharmacy   Located near Mercury drug stores and rival    stores.   Currently has 943 stores, around 10...
7. TGP medicines are 30% to 80% lower than the branded medicines                                                        Pr...
TGP Wants to Serve Filipino First            to Address…                     4 to 18x   Higher cost of medicine sold in P...
TGP use Reference Pricing for Consumers       to Afford their MedicinesGeneric Drugs save consumers an estimated $8  to $1...
8a. The Generics Pharmacy used    Advertising, PR, Events & Experiences    & Word of Mouth123                           54...
TGP Commercials are about Making   the Right Decisions of a Husband/WifeOne of the right decisions they made was by choosi...
TGP had Several Interviews on    Business Talk Shows
TGP Took Civic Volunteerism              by Heart     TGP provided a fun-filled Family Day and Charity     services with t...
Massive Campaign on Generic         Education in the CommunityTGP tap the ff:   Schools   Health Centers    Local Organ...
TGP is Active in Supporting  Government’s CampaignDOH "Compliance is Wellness" Campaign Thisis compliance of pharmaceutica...
8a. TGP also offers Free Dental    consultations & Free Delivery   Selected branches offer free dental   Free delivery w...
Free Medical Consultation         to the Public TGP has “Dial-a-Doc” it is a public service, consumers can simply dial 732...
TGP Promotes through Civic Services   and Government’s CampaignA Way to Touch the Heart of Many Filipinos.          http:/...
8b. Mercury Drug Store, TGP’s One theBiggest Competitor are Active inPromotions Online   Offers monthly    discount coupo...
Mercury Drug Store’s Suki CardThey provides discounts on a certain period              http://joansoliven.blogspot.com/
Product Commercials endorsing       Mercury Drug StoreCommercials stating where they can buy the  product            http:...
South Star Drug Store’s          Tipid Kard   Similar to Mercury Drug Store’s Suki Card            http://joansoliven.blo...
Difference of The GenericsPharmacy to other Drugstores   TGP claimed on one of their interviews that they    don’t do muc...
9. TGP is located near MercuryDrug Stores and Rival stores It is availablenationwide with Over the counter Delivery thr...
10. The Generics Pharmacy         Winning Strategy Niche Strategy by providing  affordable medicines to many  Filipinos ...
SUMMARYhttp://joansoliven.blogspot.com/   40
Steps 1 to 5Consumers Needs Medicinebut in Lower Price1.   The Generics Pharmacy PTM is male and female,     ages 0-80 abo...
Steps 6 to 10    Generic medicines has the Same    Strength as Branded Medicines    but in Lesser Cost.    6.    Generic m...
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10 step-marketing-plan-the generics pharmacy

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  • Hi Joan, just curious, where did you get the data for Phamacies Market share? I'm also doing a study on the positioning of market shares in the philippines. Thanks. jimdc14@yahoo.com
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  1. 1. 10 STEPMarketing Plan forThe Generics Pharmacy Joan Soliven July 2011 http://joansoliven.blogspot.com/ 1
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. http://joansoliven.blogspot.com/
  3. 3. Steps 1 to 5Consumers Needs Medicinebut in Lower Price1. The Generics Pharmacy PTM is male and female, ages 0-80 above.2. Who wants to buy proper medicine prescribed to treat or prevent illnesses but at a lower price.3. Can choose Mercury Drug store or South Star Drug Store or other local drugstores4. Gap is other stores offer higher price of medicines5. The market size is 117 billion and 40% is the market share of TGP. http://joansoliven.blogspot.com/
  4. 4. Steps 6 to 10 Generic medicines has the Same Strength as Branded Medicines but in Lesser Cost. 6. Generic medicines are finished pharmaceutical product having the same active ingredients, same dosage form and same strength as the branded medicine. 7. Price less than 30% to 80% less than branded medicines 8. Uses TV, PRs, events and experiences and word of mouth 9. Location near Mercury Drug stores and rival stores 10. Niche Marketing http://joansoliven.blogspot.com/
  5. 5. 1. The Generic Pharmacy caters tothe class of CDE market 0 to 80 onwards, male and female, CDE, mass) Single or married individuals who wants to buy proper medicine Consumed to treat or prevent illnesses but at a lower price. http://joansoliven.blogspot.com/
  6. 6. 2. Consumers wants a good qualitymedicine at affordable price I want a good quality medicine but at a lower price I need to buy medicine whenever I’m sick or I need to prevent myself from sickness Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 http://joansoliven.blogspot.com/
  7. 7. 2. Consumers need, want &demand is a good qualitymedicine at an affordable price.Shoppers needs a store that offers good quality medicineShoppers wants a medicine at a lower priceShopper Demands:Shopper looks for a store that offers good qualitymedicine at a lower price. http://joansoliven.blogspot.com/
  8. 8. 3a. The Generic Pharmacy hasseveral competitors that offersgeneric and branded medicinesDirect: Mercury Drug Store, Generika Generics, South Star Drug Store, Watsons and other local drug stores.Indirect: Doctors selling medicines, companies selling medicines thru direct selling or telephone.Variables: Quality of the product, brand, Price, accessibility of drugstore to consumers. http://joansoliven.blogspot.com/
  9. 9. The Generic Pharmacy is perceived by consumer as a store that provides good quality with low price Perceived Quality vs Price MatrixPrice/ Average Above Excellent as of 2011 AveragePerceivedQuality MatrixHigh PriceLow Price http://joansoliven.blogspot.com/
  10. 10. Low prices are said to be the most important factor for the consumers when buying a product 80% 70% 60% 50% 40% 30% 20% 10% 0% What factors are important to you when selecting a store? http://joansoliven.blogspot.com/
  11. 11. Most of the Drugstores Positioning is having a Good Quality Medicines Benefit Positioning vs. Brand MatrixFunctional Benefit The South Star Generika Mercury Drug Generics Drug Store drugstores Store PharmacyLower priceGood QualityConvenient locationFree service- dial adoctor/bloodpressure/consultation/deliveryOpen 24 hoursValue card as of 2011 http://joansoliven.blogspot.com/
  12. 12. TGP Offers key Drivers of Satisfaction of Drug Store Shoppers which are Lower Price, Good Quality and Accessibility Benefit Positioning vs. Brand MatrixFunctional Benefit The South Star Generika Mercury Drug Generic Drug Store drugstores Store PharmacyLower priceGood QualityConvenient locationFree service- dial adoctor/bloodpressure/consultation/deliveryOpen 24 hoursValue card as of 2011 http://joansoliven.blogspot.com/
  13. 13. 4. The Generics Pharmacy positioningis Niche Market OpportunityThe Generic Pharmacy is the only drugstore that offers quality and affordable medicines that competes with the accessibility of Mercury Drug Stores Open in franchising at a lower investment, all its outlet except the very first are franchised.Other Generic Drugstores wants to copy this position. http://joansoliven.blogspot.com/
  14. 14. The Generics Pharmacy hasmore opportunity to… Open branches to the VISMIN region where Mansons, Rose Pharmacy and 360 degrees reigns. Open 24 hours to provide for the emergency needs of the consumers http://joansoliven.blogspot.com/
  15. 15. 5a. Pharmaceutical market is 117 billion1. Pharmaceutical market – P117 billion Drugstores Market Share 10% Mercury Drug Store 50% 40% The Generics Pharmacy Other Drugstores2. Mercury Drug Store has 700 outlets while The Generics Pharmacy currently has 930 outlets and will open its 1000th store in December. http://joansoliven.blogspot.com/
  16. 16. 5b. The Generic Pharmacy’s current Market Share1. TGP is around 40% of the total pharmaceutical market – 47 Billion2. TGP has 60% distribution vs Mercury Drug Store. http://joansoliven.blogspot.com/
  17. 17. 5c. Shopper data indicates amarket size 146 Billion P 15 average spend per trip for a medicine Visit the drugstore twice a week P 15x 2x 52 weeks x 94,013,200 million Filipinos = 146 Billion http://joansoliven.blogspot.com/
  18. 18. 5. Concluded thatPharmaceutical market shareis 117 Billion Competitor Data = 117 Billion Company Data = 117 Billion Consumer Usage Data = 146 Billion http://joansoliven.blogspot.com/
  19. 19. 6a. The Generics Pharmacy locationsare near Mercury Drug Store or rivalstores TGP is confident that consumers would rather buy generics from them. http://joansoliven.blogspot.com/
  20. 20. 6 b. The Generics Pharmacy Located near Mercury drug stores and rival stores. Currently has 943 stores, around 1000 stores by end of the year. The store can be as small as 15 sqm to store all generic lines. Open to franchisee at a P700,000 investment. http://joansoliven.blogspot.com/
  21. 21. 7. TGP medicines are 30% to 80% lower than the branded medicines Price Difference 3.40Headache Biogesic 500mg- 4.00 Fevergan500mg- .60 Price Difference .75 Neozep 500mg- 4.00 Coldzep 500mg- 3.25 Colds http://joansoliven.blogspot.com/
  22. 22. TGP Wants to Serve Filipino First to Address… 4 to 18x Higher cost of medicine sold in Phil which is now 4 to 18x higher than compared to other countries. 90% of Filipinos 90% of Filipinos who failed to buy the proper amount of medicine http://joansoliven.blogspot.com/
  23. 23. TGP use Reference Pricing for Consumers to Afford their MedicinesGeneric Drugs save consumers an estimated $8 to $10 billion a year at retail pharmacies. http://joansoliven.blogspot.com/
  24. 24. 8a. The Generics Pharmacy used Advertising, PR, Events & Experiences & Word of Mouth123 54 http://joansoliven.blogspot.com/
  25. 25. TGP Commercials are about Making the Right Decisions of a Husband/WifeOne of the right decisions they made was by choosing medicines from Generics Pharmacy http://joansoliven.blogspot.com/
  26. 26. TGP had Several Interviews on Business Talk Shows
  27. 27. TGP Took Civic Volunteerism by Heart TGP provided a fun-filled Family Day and Charity services with the help of the local government and key sponsors, namelyTGP believes that weaving-in and spreading positive values to other companies makes them more than a competitive Drug store. http://joansoliven.blogspot.com/
  28. 28. Massive Campaign on Generic Education in the CommunityTGP tap the ff: Schools Health Centers Local Organizations “People need to be enlightened. Generic medicines are aseffective as their branded counterparts because they are madewith the same active ingredients, same dosage form and samestrength but at a fraction of the cost,” Benjamin I. Liuson,president of The Generics Pharmacy http://joansoliven.blogspot.com/
  29. 29. TGP is Active in Supporting Government’s CampaignDOH "Compliance is Wellness" Campaign Thisis compliance of pharmaceutical companieswith CGMP that gives assurance that genericmedicines at more affordable prices. http://joansoliven.blogspot.com/
  30. 30. 8a. TGP also offers Free Dental consultations & Free Delivery Selected branches offer free dental Free delivery within Metro Manila Other incentives for loyal consumers http://joansoliven.blogspot.com/
  31. 31. Free Medical Consultation to the Public TGP has “Dial-a-Doc” it is a public service, consumers can simply dial 732-3333, available from Monday to Saturday at 8:30 am to 5:30 pm. TGP’s doctors prescribed generic medicinesthat they can conveniently buy at the store. http://joansoliven.blogspot.com/
  32. 32. TGP Promotes through Civic Services and Government’s CampaignA Way to Touch the Heart of Many Filipinos. http://joansoliven.blogspot.com/
  33. 33. 8b. Mercury Drug Store, TGP’s One theBiggest Competitor are Active inPromotions Online Offers monthly discount coupons on a certain product Suki Card which also offers discounts http://joansoliven.blogspot.com/
  34. 34. Mercury Drug Store’s Suki CardThey provides discounts on a certain period http://joansoliven.blogspot.com/
  35. 35. Product Commercials endorsing Mercury Drug StoreCommercials stating where they can buy the product http://joansoliven.blogspot.com/
  36. 36. South Star Drug Store’s Tipid Kard Similar to Mercury Drug Store’s Suki Card http://joansoliven.blogspot.com/
  37. 37. Difference of The GenericsPharmacy to other Drugstores TGP claimed on one of their interviews that they don’t do much marketing promotions to lower down the cost of the medicines they sell.
  38. 38. 9. TGP is located near MercuryDrug Stores and Rival stores It is availablenationwide with Over the counter Delivery through phone order Cash & Credit Transactions http://joansoliven.blogspot.com/
  39. 39. 10. The Generics Pharmacy Winning Strategy Niche Strategy by providing affordable medicines to many Filipinos Supply and Distribution Leverage by fast increasing no. of stores per year. http://joansoliven.blogspot.com/
  40. 40. SUMMARYhttp://joansoliven.blogspot.com/ 40
  41. 41. Steps 1 to 5Consumers Needs Medicinebut in Lower Price1. The Generics Pharmacy PTM is male and female, ages 0-80 above.2. Who wants to buy proper medicine prescribed to treat or prevent illnesses but at a lower price.3. Can choose Mercury Drug store or South Star Drug Store or other local drugstores4. Gap is other stores offer higher price of medicines5. The market size is 117 billion and 40% is the market share of TGP. http://joansoliven.blogspot.com/
  42. 42. Steps 6 to 10 Generic medicines has the Same Strength as Branded Medicines but in Lesser Cost. 6. Generic medicines are finished pharmaceutical product having the same active ingredients, same dosage form and same strength as the branded medicine. 7. Price less than 30% to 80% less than branded medicines 8. Uses TV, PRs, events and experiences and word of mouth 9. Location near Mercury Drug stores and rival stores 10. Niche Marketing http://joansoliven.blogspot.com/

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