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Doromal 10 step sangobion

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10 step marketing plan for Sangobion Ferous Sulfate+ Multivitamins

10 step marketing plan for Sangobion Ferous Sulfate+ Multivitamins


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  • Philippines (Jul 2010) 99,990,177 (12th world’s most populated), 15-64 years: 60.9%Females 30,410,691 = 30.41%
  • Iberet Active = P516Centrum complete = P300/moClusivol OB = P150Enervon = P150Alive = P700/moNutrilite = P525/m
  • Transcript

    • 1. Sangobion ®
      10 Step Marketing Planfor
      Ferrousgluconate
      + Vitamins and Minerals
      DOROMAL
      19 January 2011
    • 2. Making the Most out of Life!
      Target locked on Women
      Who want improved performance, stamina, and protection from anemia
      Has few competitors and only 1 substitute
      Competition does not offer same benefits nor as reasonable a price
      Estimated total market size Php20BSangobion® covers Php600M
    • 3. Making the Most out of Life!
      Product: Ferrous sulfate Sangobion®
      Price: As low as Php78/month
      Promo: Educational Print ads, On-line forums, Commercials, Web site, Promotions at events, company website, and flyers
      Place: In leading pharmacies nationwide!
      Price and brand leaderto expand current niche
    • 4. Step 1- PTM
      Women
      Of reproductive age: 30,410,691 (30.41%)
      Social classes ABC and D: 24,328,553 (24%)
      Anemic/ Iron deficient
      42% of Filipino women*: 22,677,772 (33%)
      Total market size
      Php20 billion
      Total market share
      Php600 million
      * WHO 2010 report
    • 5. Step 2– Hierarchy of Needs
      I actualize my potential as a mother
      Healthier, rosy glow
      Happy family= Good mother
      Supplements as perceived elevation of social standing
      I am prevented from anemia
      My nutrition is complete
    • 6. Step 3 - The Competition
      Competitors
      Direct Competitors: Iberet Active
      Indirect competitors: Multivitamins, Food supplements, Vitamins + Supplement mix
      Competitive position
      PRICE leader
      BRAND Positioning
      Perceived performance and reliability
      Accessibility
    • 7. Step 3 - The Competition
      Clusivol OB
      Sangobion
      Enervon
      Iberet Active
      Centrum Complete
      Nutri
      Lite
      Alive!
    • 8. Step 3 - The Competition
      Clusivol OB
      Sangobion
      Enervon
      Iberet Active
      Centrum Complete
      Nutri
      Lite
      Alive!
    • 9. Step 4 - Gaping Opportunities
      Sangobion® is the only FeSo4+ MVT
      That provides added energy, health, and aesthetic benefits
      For motherswho feelweak, easily fatigued and anemic
      To be able to out-perform others and want more out of life!
    • 10. Step 4 - Gaping Opportunities
      Other brands focus only on anemia, on improving stamina/ energy, or being supplemental to food
      Expansion to include
      All women of reproductive age
      All social classes
      All pregnant women
      All Mothers
      Anemic (male or female)
    • 11. Step 5 - The 3 C perspectives
      Php20 billionmarket for multivitamins and food supplements
      Increasing reproductive age group
      Increasing health awareness
      Women’s changing roles
      Changing social perception and lifestyle
      Sangobion® supports claim Php600M
    • 12. Step 5 - The 3 C perspectives
      The competition
      Does not deliver same benefits (perceived)
      Is perceived as a medicine for those with disease (anemia)
      May be costly
    • 13. Step 6 – Product Category
      Ferrousgluconate
      + Vitamins and Minerals
      Sangobion ®
    • 14. Step 6 – Product Category
      Multivitamins
      Clusivol OB
    • 15. Step 7 - Promo
      Advertise!
      Educational data with print ads
      (e.g. housekeeping, baby magazines, etc.)
      Include causes of anemia, People at risk
      On-line baby/ mother/ women forums
      Commercials (e.g. TV, radio, internet)
      Web site
      Personal selling
      • Sales representatives
      • 16. Use of celebrity mothers, successful females
      Events and Experiences
      • Sponsored events (e.g. mother’s classes)
    • Step 7 - Promo
      Prescription Database
      Doctors to pursue, areas to cover, seasonality, etc
      May also serves as feedback
      The message
      • Kailangan din itong:
      Lahatngbabaengnireregla
      Lahatngbabaengbuntis
      • Hindi kailanganangrisetangdoctor paramakabili
    • Add more
      to you life!
      Always be at
      your best with
      Sangobion®
      everyday!
      Step 7 - Promo
    • 17. Step 7 - Promo
      Sample online Advertisement
      http://www.youtube.com/watch?v=uwdtwrHvxIo&feature=player_embedded
    • 18. Step 8 - Price
      Sangobion®
      1-2 capsules/daily
      Retail price P3/cap P78-P156/month
      5x cheaper compared to direct competitor!
      Iberet Active P17/tab once daily  P516/month
      Same price as multivitamins
      Clusivol OB and Enervon = P5/cap daily P150/mo
      Centrum Complete = P10/cap once daily P300/mo
      5-6x cheaper than organic food supplements
      Alive = P700/mo
      Nutrilite = P525/mo
    • 19. Step 8 - Price
      Ortho Frey’s Price determinant
      Components
      Packaging and delivery
      Advertising
      Marketing and promotions
      Research and development
    • 20. Step 9 – Place
      Available in leading pharmaceuticals nationwide
      Over the counter, no prescription needed
    • 21. Step 10- The Winning Strategy
      Brand positioning and being Price leader makes Sangobion® the choice for women who want the most out of life!
      Expand current market niche by emphasizing its need by
      All women of reproductive age
      All social classes
      Pregnant patients
      Not just mothers and anemics
      Life is being healthy, strong and beautiful at affordable cost!
    • 22. Making the Most out of Life!
      Target locked on Women
      Who want improved performance, stamina, and protection from anemia
      Has few competitors and only 1 substitute
      Competition does not offer same benefits nor as reasonable a price
      Estimated total market size Php20BSangobion® covers Php600M
    • 23. Making the Most out of Life!
      Product: Ferrous sulfate Sangobion®
      Price: As low as Php78/month
      Promo: Educational Print ads, On-line forums, Commercials, Web site, Promotions at events, company website, and flyers
      Place: In leading pharmacies nationwide!
      Price and brand leaderto expand current niche
    • 24. Sangobion ®
      10 Step Marketing Planfor
      Ferrousgluconate
      + Vitamins and Minerals
      DOROMAL
      19 January 2011