Sangobion ®<br />10 Step Marketing Planfor<br />Ferrousgluconate<br />+ Vitamins and Minerals<br />DOROMAL<br />19 January...
Making the Most out of Life!<br />Target locked on Women <br />Who want improved performance, stamina, and protection from...
Making the Most out of Life!<br />Product: Ferrous sulfate Sangobion®<br />Price: As low as Php78/month<br />Promo: Educat...
Step 1- PTM<br />Women<br />Of reproductive age: 30,410,691 (30.41%)<br />Social classes ABC and D: 24,328,553 (24%)<br />...
Step 2– Hierarchy of Needs<br />I actualize my potential as a mother<br />Healthier, rosy glow<br />Happy family= Good mot...
Step 3 - The Competition<br />Competitors<br />Direct Competitors: Iberet Active<br />Indirect competitors: Multivitamins,...
Step 3 - The Competition<br />Clusivol OB<br />Sangobion<br />Enervon<br />Iberet Active<br />Centrum Complete<br />Nutri<...
Step 3 - The Competition<br />Clusivol OB<br />Sangobion<br />Enervon<br />Iberet Active<br />Centrum Complete<br />Nutri<...
Step 4 - Gaping Opportunities<br />Sangobion® is the only FeSo4+ MVT  <br />That provides added energy, health, and aesthe...
Step 4 - Gaping Opportunities<br />Other brands focus only on anemia, on improving stamina/ energy, or being supplemental ...
Step 5 - The 3 C perspectives<br />Php20 billionmarket for multivitamins and food supplements<br />Increasing reproductive...
Step 5 - The 3 C perspectives<br />The competition<br />Does not deliver same benefits (perceived)<br />Is perceived as a ...
Step 6 – Product Category<br />Ferrousgluconate<br />+ Vitamins and Minerals<br />Sangobion ®<br />
Step 6 – Product Category<br />Multivitamins<br />Clusivol OB<br />
Step 7 - Promo<br />Advertise!<br />Educational data with print ads<br />(e.g. housekeeping, baby magazines, etc.)<br />In...
Use of celebrity mothers, successful females</li></ul>Events and Experiences<br /><ul><li>Sponsored events (e.g. mother’s ...
Step 7 - Promo<br />Sample online Advertisement<br />http://www.youtube.com/watch?v=uwdtwrHvxIo&feature=player_embedded<br />
Step 8 - Price<br />Sangobion® <br />1-2 capsules/daily<br />Retail price P3/cap P78-P156/month<br />5x cheaper compared ...
Step 8 - Price<br />Ortho Frey’s Price determinant<br />Components<br />Packaging and delivery<br />Advertising<br />Marke...
Step 9 – Place<br />Available in leading pharmaceuticals nationwide<br />Over the counter, no prescription needed<br />
Step 10- The Winning Strategy<br />Brand positioning and being Price leader makes Sangobion® the choice for women who want...
Making the Most out of Life!<br />Target locked on Women <br />Who want improved performance, stamina, and protection from...
Making the Most out of Life!<br />Product: Ferrous sulfate Sangobion®<br />Price: As low as Php78/month<br />Promo: Educat...
Sangobion ®<br />10 Step Marketing Planfor<br />Ferrousgluconate<br />+ Vitamins and Minerals<br />DOROMAL<br />19 January...
Doromal 10 step sangobion
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Doromal 10 step sangobion

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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 of "Doromal 10 step sangobion"

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

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