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10 step marketing the generics pharmacy valencia
 

10 step marketing the generics pharmacy valencia

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    10 step marketing the generics pharmacy valencia 10 step marketing the generics pharmacy valencia Presentation Transcript

    • 10 Step Marketing Plan For
      Ma. Regina Paula I. Valencia
      January 18, 2011
      ASMPH 2012
    • Print ad from MIMS Philippines 124th Edition 2010
    • 5 Steps for Part 1 PTM and Positioning
      PTM: Filipino patients in need of cheap medicines that are of good quality
      NWE: Who want to get well without paying a high price
      Can choose Mercury Drug, South Star Drug, BotikangBayan or other local drugstores
      Gap is that competitors sell mainly branded medicines at higher cost while The Generics Pharmacy sells cheaper medicines and offer additional services
      Market Size: 55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)
    • 5 Steps for Part 2 Marketing Mix and Strategy
      Product: The Generics Pharmacy
      Price: Lower than standard retail price
      Promotion: Advertising Campaigns (print and tv)
      Place: 880 stores nationwide
      Strategy: Niche approach, cheap drugs of good quality (BFAD approved), additional services
    • Positioning to the primary target market
      Part 1: Steps 1 to 5
    • Step 1- Primary Target Market (PTM)of The Generics Pharmacy
      Demographics
      Sick who are in need of cheap medicines
      All ages, M/F, Social class CDE
      Filipinos nationwide
      Lifestyle
      No required specific lifestyle as long as there is need for medicine
      Behavior
      Want to get well but not willing to spend on expensive medicines
    • Step 2 –The Generics Pharmacy PTM’s Needs, Wants & Expectations
    • Needs
      Access to medicines
      Availability of medicines
      Wants
      Affordability
      Low priced
      Good quality drugs
      Expectation
      Cure illness or halt disease progression
      Step 2 –The Generics Pharmacy PTM’s Needs, Wants & Expectations
    • Step 3 – The Generics Pharmacy’s Competitors
      Direct:
      other local pharmacies
      Indirect:
      in-hospital pharmacies
      alternative treatment
    • Step 3 – TMC-ER’s Competitors
      Variables:
      Quality of drugs
      BFAD approved?
      Price
      Accessibility
      Customer perception
      Generic vs branded
    • Position Map
      Price vs Accessibility of Drugs
      Mercury
      South
      Star
      Botika
      Ng Brgy
      TGP
      *Information based on research
    • Step 4 – Closing the Gap
      Niche approach
      Cheap drugs of good quality (BFAD approved)
      Offer additional services such as
      Free BP monitoring in all branches
      Free medical consultations nationwide “Dial a doctor, librengkonsultasyon”
      Full 20% discount for senior citizen
      880 branches nationwide  widely available
    • Step 5 – Market Size
      55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)
      *Information based on research
    • The Marketing Mix Strategy
      Part 2: Steps 6 to 10
    • Step 6a – Drugstores compete for market share
    • Step 6b – The Generics Pharmacy Product Description
      Mabisa Na, Matipid Pa!
      Our commitment to the health and wellness of the Filipino people extends beyond the aggressive promotion of affordable ad accessible generic medicines
      Lower than standard retail price
      The Generics Pharmacy sells paracetamol at only 60 centavos per tablet. All our stocks are of good quality having passed BFAD and CGMP standards
    • Step 6b – The Generics Pharmacy Product Description
      We offer additional services such
      Free BP monitoring in all braches
      Free medical consultations nationwide
      Full 20% discount for senior citizen
      Dial a Doctor, LibrengKonsultasyon
    • Step 7 – Price Comparison
    • Step 8a – Promotional Strategies of The Generics Pharmacy
      Print ads
      Television commercial
      Price list flyer*
      Dial a Doctor, LibrengKonsulta
      *Information based on research
    • Step 8a – Promotional Strategies of The Generics Pharmacy
      Cash Coupon*
      • Promoting the Business
      *Information based on research
      The Generics Pharmacy: Giving back the gift of volunteerism*
      Family Day and charity services
    • Step 8b – Promotional Strategies of Competitors
      *Information based on research
    • Step 8b – Promotional Strategies of Competitors
      *Information based on research
    • Step 8b – Promotional Strategies of Competitors
    • Step 9 – Location
      880 stores nationwide!!! (2010)
      Now with 1000 outlets open!*
      *Information based on research
    • Step 10 – The Generics Pharmacy Winning Strategy
      Niche approach
      “Cheaper medicine here!”
      Good quality drugs (BFAD and CGMP approved)
      Extending beyond aggressive promotion of affordable and accessible generic medicines
      Additional services
    • Summary
    • 5 Steps for Part 1 PTM and Positioning
      PTM: Filipino patients in need of cheap medicines that are of good quality
      NWE: Who want to get well without paying a high price
      Can choose Mercury Drug, South Star Drug, BotikangBayan or other local drugstores
      Gap is that competitors sell mainly branded medicines at higher cost while The Generics Pharmacy sells cheaper medicines and offer additional services
      Market Size: 55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)
    • 5 Steps for Part 2 Marketing Mix and Strategy
      Product: The Generics Pharmacy
      Price: Lower than standard retail price
      Promotion: Advertising Campaigns (print and tv)
      Place: 880 stores nationwide
      Strategy: Niche approach, cheap drugs of good quality (BFAD approved), additional services