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  • The Generics pharmacy has made medicines available at better prices to all Filipinos.
    But that is not the only way for Filipinos to earn. Outsourcing is another way.
    visit: www.philippinesbusinessprocessoutsourcing.com to learn more.
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    10stepmarketingplan 10stepmarketingplan Presentation Transcript

    • 10 STEP Marketing Plan forTHE GENERICS PHARMACY
      Caroline P. Quarte
      June 2011
      www.carolinequarte.blogspot.com
      1
    • Disclaimer
      This 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.
      2
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    • Steps 1 to 5Generic drugs: cheaper and effective.
      PTM:Filipinos who are struggling with the high cost of medicines.
      NWD: They need quality, effective, and affordable medicines.
      They can choose from Mercury Drug, South Star Drug, Watsons, and other local drugstores.
      Gap: Major drugstores’ products are around 90% branded and only 10% generic
      Generic drugs have a market share of 31%
      3
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    • Steps 6 to 10No need to struggle with the high cost of medicines
      Product: The Generics Pharmacy
      Price: Relatively lower than branded medicines.
      Promo: Radio, TV, and print
      Place:Now with 1000 outlets open
      Strategy: Focus or niche strategy
      4
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    • 1. Generics Pharmacy’s Primary Target Market
      Demographics:
      Age range – 18 to 65 years old
      Sex – male / female
      Social class – B, C, D, and E
      Marital status – no specific status
      5
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    • 1. Generics Pharmacy’s Primary Target Market
      Lifestyle: (those who want to achieve a) Thrifty lifestyle – those who are budget conscious, who wants to save money and cut their expenses but does not want to miss out quality.
      6
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    • 1. Generics Pharmacy’s Primary Target Market
      Behavior:
      Products sold in Generics Pharmacy are medicines. After several takes or what is prescribed by the doctor, consumers might be well or might feel better.
      7
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    • Describe your PTM needs
      When I am healthy,
      I can realize my full potential.
      I can focus on what
      I am meant to do in life.
      When I am able to buy
      the medicines I need,
      I feel safe and secure.
      Medicines can cure my
      sickness. It can provide the
      basic need of being healthy
      Reference: Maslow’s Hierarchy of Needs Marketing Management,
      11thed, Philip Kotler
      8
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    • 2. Cheaper medicines: the need, the want, and the demand
      Needs: The PTM has Physiological,Safety, and Self-Actualization needs.
      Wants: The PTM wants an effectivemedicine. They want medicines that has quality. Probably from a brand that is already trusted. They want all these to be accessible and affordable.
      Demands: For the PTM to finally decide to buy the product, the product should have a trusted quality. It should be a an effective product that is also affordable. And, these should be available from a store that is accessible to them.
      9
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    • 3a. NWDs are also offered in other stores.
      • Direct Competitors - Mercury Drug, South Star Drug, Watsons.
      • Indirect Competitors – alternative medicines
      • Variables – price, effectiveness, quality, brand, and accessibility
      10
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    • Position Map
      as of 2011
      Price vs. Branded Medicines Matrix
      11
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    • Benefit positioning vs.
      Brand map for drugstores
      as of 2011
      Benefit Positioning vs. Brand Matrix
      12
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    • 4. Bridging the GAP: customers and competition
      • Marketing opportunity: AFFORDABLE AND ACCESSIBLE MEDICINES
      • What NWDs are not being addressed? Affordability of trusted medicines
      • Unique selling proposition for the new product: Reinforce generics awareness, partner with government agencies, and help in ensure that doctors prescribe generic medicines.
      13
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    • 5 Estimated market size of Mercury Drug Corp
      Mercury DrugGross Revenue: Php 72,155,744*
      Mercury Drug is estimated to sell as much as 60% of all medicines sold each year in the country.
      The company sets up fully computerized warehousing, inventory, and ordering systems.
      *based on Philippine Business Profiles and Perspectives Inc.'s
      Top 7000 Corporations: Business Profiles 2009-2010 Edition.
      14
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    • 5 Estimated market size using company data
      The generic drugs business already has an estimated market share of 31%
      15
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    • 5 Estimated market size using customer data
      • Total family expenditures for drugs and medicines increased to Php 16,085,226 in 2000 or by 8% over a 4-year period from its 1997 level.
      • At this rate, family expenditure might be around 21 million this year.
      16
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    • 5. Market size in Pesos
      • The Philippine pharmaceutical market is valued at US$2.51 Billion in 2008, and forecasted to reached US$3.91 Billion by 3013.*
      • Mercury Drug’s Gross Revenue: Php 72,155,744**
      *http://www.tripleiconsulting.com
      **Philippine Business Profiles and Perspectives Inc.'s
      Top 7000 Corporations: Business Profiles 2009-2010 Edition.
      17
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    • 6a. Photo of product category
      Atorvastatin is the generic name of Lipitor
      Lipitor is used to treat high cholesterol.
      Biogesicis used to treat mild pain
      Paracetamol is the generic name of Biogesic
      GENERIC
      BRANDED
      18
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    • 6a. How competition looks like
      INDIRECT
      DIRECT
      19
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    • 6b. Product Description
      • “MABISAna, MATIPID pa!!!”
      • They believe that health is not a privilege, but a basic right of every Filipinos.
      • TGP is an advocate of making medicines accessible to all.
      20
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    • 7. Price
      21
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    • 8a. Which of these modes does your product use?
      22
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    • 8a. Proposed promos for The Generics Pharmacy
      • Advertising – Radio, TV, and print
      • Generics Awareness Symposium in local communities partner with DOH
      • Health and Fitness events
      • Discount / Loyalty cards
      • Continue franchising strategy
      • Online purchase / Free Delivery
      23
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    • 8a. Proposed promos for The Generics Pharmacy
      Interactive Website
      www.thegenericspharmacy.com/
      24
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    • 8a. Proposed promos for The Generics Pharmacy
      Television Ads
      Generics Awareness Expo
      Franchising
      25
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    • 8b. Mercury Drug Promo
      Discount Cards and Raffle Promos
      26
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    • 9. Place
      • There is only one branch that is company owned, the rest are franchise. Now with 1000 outlets open.
      • The store must be at least 15 square meters.
      • Located near markets, hospitals, and even big drugstores.
      27
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    • 10. NICHE strategy is the winning strategy!
      • Mabisana, Matipid pa slogan
      • Widely accessible and preferred by Filipinos who are struggling with the high cost of medicines
      28
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    • SUMMARY
      29
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    • Steps 1 to 5Generic drugs: cheaper and effective.
      PTM:Filipinos who are struggling with the high cost of medicines.
      NWD: They need quality, effective, and affordable medicines.
      They can choose from Mercury Drug, South Star Drug, Watsons, and other local drugstores.
      Gap: Major drugstores’ products are around 90% branded and only 10% generic
      Generic drugs have a market share of 31%
      30
      www.carolinequarte.blogspot.com
    • Steps 6 to 10No need to struggle with the high cost of medicines
      Product: The Generics Pharmacy
      Price: Relatively lower than branded medicines.
      Promo: Radio, TV, and print
      Place:Now with 1000 outlets open
      Strategy: Focus or niche strategy
      31
      www.carolinequarte.blogspot.com