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Rite med

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  • 1. 10 Step Marketing Plan for RiteMed Metformin HCl 08 January 2011 Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 2. Five Steps Part I of II: PTM and Positioning 1. Target Market: Diabetes Type 2 Patients 2. NWE:Optimal Glycemic Control 3. Choice: Branded and/or Generic Medications 4. Gap: Low-Cost High-Quality Drugs 5. Market Size: PhP2.3 Billion (Total) PhP1.5 Billion Niche 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 3. Five Steps Part II of II: Marketing Mix & Strategy 6. Product: Metformin HCl from RiteMed 7. Price: 20-80% less of Branded Price 8. Promotion: Redesigning RiteMed Logo Branding the Product Maximize Price Leadership 9. Place: Unilab Network, Nationwide 10. Strategy: Branded Generics (Low Cost & High Quality) 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 4. Part 1: Step 1 of 5 Positioning to the Primary Target Market
  • 5. Primary Target Market Type II Diabetes Patients Demographics: > 40 years old M > F * Social Class C to E Overweight * 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 6. Primary Target Market Lifestyle: Minimal Physical Exercise High Consumption of Processed Foods High Sugar Diet 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 7. Health-Seeking Behavior Primary Target Market 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 8. Health-Seeking Behavior Primary Target Market 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 9. Primary Target Market Consumption Behavior: 500 mg Tablet Two Tablets per Day Regular Hospital Monitoring Multiple Medications Lifestyle Changes 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 10. Part 1: Step 2 of 5 Needs Wants and Expectations of Target Market
  • 11. Maslow’s Hierarchy of Needs Needs, Wants and Expectations Realization of Goals A Foundation of Good Health 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 12. Developmental Stages of Erik Erikson Needs, Wants and Expectations
  • 13. Needs, Wants and Expectations Developmental Stages of Erik Erikson Middle Adulthood (35 to 55) Generativityvs Stagnation Diseases Produces Fear of Inactivity & Meaninglessness 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 14. Needs, Wants and Expectations Wants: Quality Assurance Efficacy Low-Cost Limited Side Effects 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 15. Needs, Wants and Expectations Expectations: Decrease Blood Sugar Level Good Glycemic Control Controlled Side Effects No Disease Progression Generics Price Range Good Value! Fulfillment of Brand Promise 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 16. Part 1: Step 3 of 5 Direct and Indirect Competitors
  • 17. Competitors Direct Competitors (Branded): Boie Britton Health Saver Littman Metro Drug Metrolink Pharm Natrapharm NextChem Pharma Nutria Sanofi-Aventis Winthrop Zuellig 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 18. Competitors Direct Competitors (Generic): The Generics Pharmacy Generika Pharmacy 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 19. Competitors Indirect Competitors: Exercise Diet Herbal Preparations Insulin Secretagogues Thiazolidinediones Alpha-glucosidaseInhibitors Incretin-based Treatments Amylin Analogs 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 20. Competitors Variables: Efficacy: Glycemic Reduction Glycemic Control Reduction of DM Sequelae Safety: Minimal Side Effects 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 21. Competitors Variables: Price Ease of Treatment Regimen Brand Perception Name Recall Physician Prescription Practice Accessibility Availability 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 22. Position Map Variables: Price Quality: Regulated (BFAD) Quality Perception 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 23. Price-Brand Recall for Quality Matrix Competitive Position Map Brand Portfolio Size as a Function of Brand Saliency & Recall Zuellig Price per Unit Britton Natrapharm Littman Winthrop Metro Drug Unilab + RiteMed NextChem PharmaNutria Boie The Generics Pharmacy Generika Source: IMS 2003 & MIMS 2010
  • 24. Price-Brand Recall for Quality Matrix Competitive Position Map Brand Portfolio Size as a Function of Brand Saliency & Recall Niche as High Brand Recall for Quality Low-Cost Drug! Zuellig Price per Unit Britton Natrapharm Littman Winthrop Metro Drug Unilab + RiteMed NextChem PharmaNutria Boie The Generics Pharmacy Generika Source: IMS 2003 & MIMS 2010
  • 25. Part 1: Step 4 of 5 Customer-Competition Gap Demand-Supply Gap
  • 26. Demand-Supply Gap RiteMed Metformin is the only product that: Assures Quality of Branded Products Rite Medicine Rite Formulation At Price of Generic Drugs Rite Price Other drugs assure quality at a price of high cost or provide low cost with questionable quality. Wide Market Distribution 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 27. Part 1: Step 5 of 5 Market Size
  • 28. Market Size (DOH Data & Journals) 3.4 Million Filipinos with Diabetes 94% Class C-E 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 29. Oral Anti-Diabetic Consumption 2007 Market Size (DOH Data & Journals)
  • 30. Market Size (DOH Data & Journals) 3.4 Million Filipinos with Diabetes 94% Class C-E 31% Prescribed Metformin 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 31. Oral Anti-Diabetic Consumption 2007 Market Size (DOH Data & Journals) Social Weather Stations (SWS) survey showed the percentage of Filipinos using generic drugs increased to 55 percent in 2008. 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 32. Market Size (DOH Data & Journals) 3.4 Million Filipinos with Diabetes 94% Class C-E 31% Prescribed Metformin 55% Use Generic Drugs PhP 3.15 Retail Cost of 1 Metformin HCl Tab Consumption: 2x/Day Market Size: PhP 1.2 Billion 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 33. (Business Monitor International Data) Market Size 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 34. Market Size (International Data) Philippine Pharmaceutical Industry PhP116 Trillion Share of Oral Anti-Diabetics 3% or PhP3.5 Billion Share of Metformin 31% or PhP1.08 Billion Market Size: PhP1.08 Billion 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 35. Market Size (Company) RiteMed Revenue PhP 5.29 Billion Share of Oral Anti-Diabetics 2.59% or PhP 1.5 Billion Market Size: PhP1.5 Billion 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 36. Market Size Local Data: PhP1.2 Billion International Data: PhP1.08 Billion Company Data: Php1.5 Billion Market Size: PhP1 to 1.5 Billion 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 37. Marketing Mix Strategy Part II of II
  • 38. Part 2: Step 6 of 10 Product
  • 39. Metformin HCl Leaders 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 40. Product Feature RiteMed Metformin HCl 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 41. Product Feature RiteMed Metformin HCl 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 42. Product Information Contents: Metformin HCl Indications: Type 2 diabetes inadequately controlled by diet and exercise alone. Dosage: Initially 500 mg every 12 hr, dose may be gradualy increased to a max of 2250 mg daily. 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 43. Product Information Administration: Administered with After Meals Contraindications: Renal Impairment, Congestive Heart Failure, Acute or Chronic Metabolic Acidosis. Special Precautions: Elderly, Hepatic and Renal impairment 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 44. Product Information Adverse Drug Reactions: Anorexia, nausea, vomiting, diarrhea, lactic acidosis, decreased vit B12 absorption Preparation: In 500 mg and 850 mg tablets 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 45. Part 2: Step 7 of 10 Price
  • 46. Price 20-80% Less Compared to Branded Equivalents 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 47. Price 20-80% Less Compared to Branded Equivalents 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 48. Price CheapestDrug Available in the Market 43% Cheaper Than Industry Average Main market strategy: Price leader Cheapest Alternative for Metformin While Assuring Quality and Efficacy of Product 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 49. Part 2: Step 8 of 10 Promotion
  • 50. Promotional Strategies Advertisements Tri-Media Public Relations Corporate Social Responsibility, Partnership with Public/Private Sector(s) Marketing Sales Representatives Health Education Campaigns 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 51. Advertisements 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 52. Videos/Broadcast Media Advertisements View From: http://www.youtube.com/watch?v=n1LHtncXXPA&feature=related 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 53. Commitment to Community & Health Education Campaigns Corporate Social Responsibility Educational Campaigns 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 54. Human Resources Sales Representatives 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 55. I of III: Redesigning RiteMed Logo Proposed Marketing Strategies Maximize Brand Recognition between Unilab and RiteMed: Highlight Features: Unilab for Quality& RiteMed for Price 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 56. Place a Brand Name to Metformin Generic Drug: Key Features: Immediate Identification of RiteMed (Parent Brand) Brand Retains Generic Drug Name Aligned with Marketing Strategy of RiteMed Ownership of Product II of III: Branding a Product Proposed Marketing Strategies 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 57. Maximize Position as Price Leader Inform Target Market of Price & Price Difference III of III: Maximize Price Leadership Proposed Marketing Strategies P3.15 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 58. Competitors Direct Competitors (Branded) with No Broadcast Media: Boie Britton Health Saver Littman Metro Drug Metrolink Pharm Natrapharm NextChem Pharma Nutria Sanofi-Aventis Winthrop Zuellig 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 59. Competitors Direct Competitors (Branded) with No Broadcast Media But Rely on: Medical Sales Representatives Giving free Product Samples Product Peripherals Sponsorship Programs (Events, purchases) 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 60. Competitors Leading Pharmaceuticals with no Metformin Products: Pfizer Inc. Wyeth Philippines AstraZeneca Bristol-Myers Squib Novartis Abott Lab Roche Philippines 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan *Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 61. Videos/Broadcast Media Competitors (Generic) View From: http://www.youtube.com/watch?v=Z2ocsYU2i-s&feature=player_embedded 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 62. Videos/Broadcast Media Competitors (Generic) View From: http://www.youtube.com/watch?v=OGufEVhhf3Y&feature=related 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 63. Part 2: Step 9of 10 Place
  • 64. Available in Leading Pharmacies Nationwide Place Uses Logistical Leverage of Unilab 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 65. Part 2: Step 10of 10 Generic Winning Strategy
  • 66. Generic Winning Strategy Price & Quality Leadership Branded-Generics Strategy! RiteMed’s Generic Strategy is to Dominate Low-Cost Generics Market by Providing High Quality Assurance of its Parent Brand, Unilab. Maximizes Research & Logistical Capacity Maximizes Unilab Brand 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 67. Generic Winning Strategy 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 68. Summary Steps 1 to 10
  • 69. Five Steps Part I of II: PTM and Positioning 1. Target Market: Diabetes Type 2 Patients 2. NWE:Optimal Glycemic Control 3. Choice: Branded and/or Generic Medications 4. Gap: Low-Cost High-Quality Drugs 5. Market Size: PhP2.3 Billion (Total) PhP1.5 Billion Niche 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 70. Five Steps Part II of II: Marketing Mix & Strategy 6. Product: Metformin HCl from RiteMed 7. Price: 20-80% less of Branded Price 8. Promotion: Redesigning RiteMed Logo Branding the Product Maximize Price Leadership 9. Place: Unilab Network, Nationwide 10. Strategy: Branded Generics (Low Cost & High Quality) 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 71. 10 Step Marketing Plan for RiteMed Metformin HCl 08 January 2011 Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
  • 72. All information obtained and presented herein are plainly for academic purposes. Please refrain from citing data without consent from authors. 08 January 2011 Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan Mikhail G. Tenazas * Maria Ellaine Grace K. Uy

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