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Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
Group 2 generics pharmacy v2  (2003)
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Group 2 generics pharmacy v2 (2003)

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  • 1. 10 Step Marketing Plan for Generics Pharmacy Group 2 July 1, 2011 genericspharmacyv54.blogspot.com
  • 2. 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. Disclaimer genericspharmacyv54.blogspot.com
  • 3. Step 1 to 5 <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need, want and demand (NWD) </li></ul><ul><li>What are their choices (competitors) </li></ul><ul><li>Where is the opportunity (Gap) </li></ul><ul><li>How big is the market (3 Cs) </li></ul>genericspharmacyv54.blogspot.com
  • 4. Steps 1 to 5 Consumers Needs Medicine but in Lower Price <ul><li>The Generics Pharmacy PTM ages 18-65 years old, B, C, D &amp; E class, no specific status </li></ul><ul><li>Consumers need, want &amp; demand is a good quality medicine at an affordable price. </li></ul><ul><li>Can choose Mercury Drug store, South Star Drug Store, Botika ng Bayan &amp; Hospital Pharmacies </li></ul><ul><li>Offers quality and affordable medicines that competes with the accessibility </li></ul><ul><li>The market size is 2 billion and 55% is the market share of Generics Medicines </li></ul>genericspharmacyv54.blogspot.com
  • 5. Step 6 to 10 6. Product 7. Price 8. Promo 9. Place 10. Generic winning strategy of Mix genericspharmacyv54.blogspot.com
  • 6. Steps 6 to 10 Generic medicines has the Same Strength as Branded Medicines but in Lesser Cost <ul><li>Affordable generic medicine more available to a greater number of the population at the soonest possible time. </li></ul><ul><li>TGP medicines are 30% to 80% lower than the branded medicines </li></ul><ul><li>Uses TV, PRs, events and experiences and word of mouth </li></ul><ul><li>Location near Mercury Drug stores and rival stores, nationwide </li></ul><ul><li>Niche Marketing </li></ul>genericspharmacyv54.blogspot.com
  • 7. 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 genericspharmacyv54.blogspot.com
  • 8. 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. genericspharmacyv54.blogspot.com
  • 9. 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. genericspharmacyv54.blogspot.com
  • 10. 2. Consumers wants a good quality medicine at affordable price Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need cheaper medicine with the same quality of branded equivalents I need to buy medicine whenever I’m sick or I need to prevent myself from sickness I want a good quality medicine but at a lower price genericspharmacyv54.blogspot.com
  • 11. 2. Consumers need, want &amp; demand is a good quality medicine at an affordable price. Shoppers needs a store that offers good quality medicine Shoppers wants a medicine at a lower price Shopper Demands: Shopper looks for a store that offers good quality medicine at a lower price. genericspharmacyv54.blogspot.com
  • 12. 3a. The Generics Pharmacy’s competitors <ul><li>Direct: Mercury drug , South Star Drug, </li></ul><ul><li>BOTIKA NG BAYAN </li></ul><ul><li>Indirect: hospital pharmacies , </li></ul><ul><li>alternative treatment, clinic </li></ul><ul><li>Variables: quality of the drugs, price , customer perception and accessibility </li></ul>genericspharmacyv54.blogspot.com
  • 13. The Generic Pharmacy is perceived by consumer as a store that provides good quality with low price Perceived Quality vs Price Matrix as of 2011 genericspharmacyv54.blogspot.com Price/ Perceived Quality Matrix Average Above Average Excellent High Price Low Price
  • 14. Low prices are said to be the most important factor for the consumers when buying a product What factors are important to you when selecting a store? genericspharmacyv54.blogspot.com
  • 15. Most of the Drugstores Positioning is having a Good Quality Medicines Benefit Positioning vs. Brand Matrix genericspharmacyv54.blogspot.com Functional Benefit The Generics Pharmacy South Star Drug Store Generika drugstores Mercury Drug Store Lower price Good Quality Convenient location Free service- dial a doctor/blood pressure/consultation/delivery Open 24 hours Value card
  • 16. 4. The Generics Pharmacy positioning is Niche Market Opportunity <ul><li>The Generic Pharmacy is the only drugstore that </li></ul><ul><li>offers quality and affordable medicines that competes with the accessibility of Mercury Drug Stores </li></ul><ul><li>Open in franchising at a lower investment, all its outlet except the very first are franchised. </li></ul><ul><li>Other Generic Drugstores wants to copy this position. </li></ul>genericspharmacyv54.blogspot.com
  • 17. <ul><li>Open branches to the VISMIN region where Mansons, Rose Pharmacy and 360 degrees reigns. </li></ul><ul><li>Open 24 hours to provide for the emergency needs of the consumers </li></ul>The Generics Pharmacy has more opportunity to… genericspharmacyv54.blogspot.com
  • 18. 5a. Market size using Competitor Data <ul><li>$2 Billion Pharmaceutical market in the Philippines </li></ul><ul><ul><li>$700 Million (35%) - Generics Medicines </li></ul></ul><ul><ul><li>$1.3 Billion (65%) - Branded Medicines </li></ul></ul>http://growinginclusivemarkets.org/media/cases/Philippines_RiteMed_2008.pdf genericspharmacyv54.blogspot.com
  • 19. 5b. Market size using Government Data <ul><li>6 out of 10 Filipinos are now opting for generic medicines over the more expensive branded counterparts . </li></ul>http://pinoybusiness.org/2009/09/26/more-filipino-now-buys-generic-drugs-says-doh/ <ul><li>$2 Billion Pharmaceutical market in the Philippines </li></ul><ul><ul><li>$1.2 Billion (60%) - Generics Medicines </li></ul></ul><ul><ul><li>$800 Million (40%) - Branded Medicines </li></ul></ul>genericspharmacyv54.blogspot.com
  • 20. <ul><li>Recent SWS survey said that Filipinos buying generic drugs increased from 47% in 2003 to 54% in 2006 to 55% in 2008 </li></ul>5c. Market size using SWS Survey 2003 SWS Survey 49% use generic medicines 2008 SWS Survey 55% use generic medicines 2006 SWS Survey 54% use generic medicines genericspharmacyv54.blogspot.com
  • 21. 5. Decide on market size in pesos, not in number of people <ul><li>Competitor data= $ 700 Million </li></ul><ul><li>Customer Usage data = $1.2 Billion </li></ul><ul><li>SWS Survey = $ 1.1 Billion </li></ul>genericspharmacyv54.blogspot.com
  • 22. 6a. Generics Pharmacy genericspharmacyv54.blogspot.com
  • 23. 6a. Generic Pharmacy vs. competition genericspharmacyv54.blogspot.com
  • 24. 6b. Generic Pharmacy Product Description <ul><li>We believe that health is not a privilege, but a basic right of every Filipino. </li></ul><ul><li>Mabisa na, Matipid pa! </li></ul><ul><li>The goal is to make affordable generic medicine more available to a greater number of the population at the soonest possible time. </li></ul>genericspharmacyv54.blogspot.com
  • 25. 7. TGP medicines are 30% to 80% lower than the branded medicines Headache Colds Price Difference 3.40 Price Difference .75 genericspharmacyv54.blogspot.com Neozep 500mg- 4.00 Coldzep 500mg- 3.25 Biogesic 500mg- 4.00 Fevergan500mg- .60
  • 26. <ul><li>Higher cost of medicine sold in Phil which is now 4 to 18x higher than compared to other countries. </li></ul><ul><li>90% of Filipinos who failed to buy the proper amount of medicine </li></ul>TGP Wants to Serve Filipino First to Address… 4 to 18x 90% of Filipinos genericspharmacyv54.blogspot.com
  • 27. 7. Price genericspharmacyv54.blogspot.com   Branded Price Generics Price Savings (%) Hypertension       Atenolol 50mg 36.00 4.50 88 Clopidogrel 75mg 61.00 23.00 62 Felodipine 5mg 49.00 36.00 62 Losartan 50mg 48.00 12.00 75 Metoprolol 50mg 5.00 2.60 48 Cholesterol       Atorvastatin 10mg 34.00 20.50 40 Simvastatin 10mg 22.00 7.00 68 Fever &amp; Pain       Mefenamic Acid 500mg 29.00 1.50 95 Paracetamol + Ibuprofen 8.00 2.40 70 Cough       Ambroxol 30mg 14.00 1.50 89 Bromhexine 8mg 10.00 0.06 99 Carbocisteine 500mg 11.00 2.50 77   Branded Price Generics Price Savings (%) Asthma       Montelukast 4mg 34.00 17.75 48 Salbutamol 2mg 7.00 0.50 93 Terbutaline 2.5mg 14.00 1.00 93 Diabetes       Glimepiride 2mg 35.00 13.00 63 Metformin 500mg 12.00 1.70 86 Anti-Bacteria       Amoxicillin 500mg 11.00 3.50 68 Cefalexin 500mg 45.00 5.60 88 Co-Trimoxazole 800/160mg 37.00 2.10 94 Doxycycline 100mg 132.00 2.00 98 Ofloxacin 400mg 84.00 17.00 80 Allergy       Cetirizine 10mg 44.00 8.00 82 Loratadine 10mg 20.00 7.00 65 Diarrhea       Loperamide 2mg 15.00 1.30 91
  • 28. 8a. The Generics Pharmacy used Advertising, PR, Events Experiences &amp; Word of Mouth 1 3 5 4 2 genericspharmacyv54.blogspot.com
  • 29. TGP Commercials are about Making the Right Decisions of a Husband/Wife One of the right decisions they made was by choosing medicines from Generics Pharmacy genericspharmacyv54.blogspot.com
  • 30. TGP had Several Interviews on Business Talk Shows genericspharmacyv54.blogspot.com
  • 31. <ul><li>TGP provided a fun-filled Family Day and Charity services with the help of the local government and key sponsors, namely </li></ul>TGP Took Civic Volunteerism by Heart b TGP believes that weaving-in and spreading positive values to other companies makes them more than a competitive Drug store. genericspharmacyv54.blogspot.com
  • 32. <ul><li>TGP tap the ff: </li></ul><ul><li>- Schools </li></ul><ul><ul><li>Health Centers </li></ul></ul><ul><ul><li>Local Organizations </li></ul></ul>Massive Campaign on Generic Education in the Community “ People need to be enlightened. Generic medicines are as effective as their branded counterparts because they are made with the same active ingredients, same dosage form and same strength but at a fraction of the cost,”  Benjamin I. Liuson, president of The Generics Pharmacy genericspharmacyv54.blogspot.com
  • 33. TGP is Active in Supporting Government’s Campaign <ul><li>DOH &amp;quot;Compliance is Wellness&amp;quot; Campaign This is compliance of pharmaceutical companies with CGMP that gives assurance that generic medicines at more affordable prices. </li></ul>genericspharmacyv54.blogspot.com
  • 34. <ul><li>Selected branches offer free dental </li></ul><ul><li>Free delivery within Metro Manila </li></ul><ul><li>Other incentives for loyal consumers </li></ul>TGP also offers Free Dental consultations &amp; Free Delivery genericspharmacyv54.blogspot.com
  • 35. <ul><li>TGP has “Dial-a-Doc” it is a public service, consumers can simply dial 732-3333, available from Monday to Saturday at 8:30 am to 5:30 pm . </li></ul>Free Medical Consultation to the Public TGP’s doctors prescribed generic medicines that they can conveniently buy at the store. genericspharmacyv54.blogspot.com
  • 36. TGP Promotes through Civic Services and Government’s Campaign A Way to Touch the Heart of Many Filipinos. genericspharmacyv54.blogspot.com
  • 37. 8b. Mercury Drug Store, TGP’s One the Biggest Competitor are Active in Promotions Online <ul><li>Offers monthly discount coupons on a certain product </li></ul><ul><li>Suki Card which also offers discounts </li></ul>genericspharmacyv54.blogspot.com
  • 38. Mercury Drug Store’s Suki Card They provides discounts on a certain period genericspharmacyv54.blogspot.com
  • 39. <ul><li>Commercials stating where they can buy the product </li></ul>Product Commercials endorsing Mercury Drug Store genericspharmacyv54.blogspot.com
  • 40. <ul><li>Similar to Mercury Drug Store’s Suki Card </li></ul>South Star Drug Store’s Tipid Kard genericspharmacyv54.blogspot.com
  • 41. <ul><li>TGP claimed on one of their interviews that they don’t do much marketing promotions to lower down the cost of the medicines they sell. </li></ul>Difference of The Generics Pharmacy to other Drugstores genericspharmacyv54.blogspot.com
  • 42. 9. TGP is located near Mercury Drug Stores and Rival stores <ul><li>It is available </li></ul><ul><li>nationwide with </li></ul><ul><li>Over the counter </li></ul><ul><li>Delivery through </li></ul><ul><li>phone order </li></ul><ul><li>Cash &amp; Credit </li></ul><ul><li>Transactions </li></ul>genericspharmacyv54.blogspot.com
  • 43. 10. The Generics Pharmacy Winning Strategy <ul><ul><li>Niche Strategy by providing affordable medicines to many Filipinos </li></ul></ul><ul><ul><li>Supply and Distribution Leverage by fast increasing no. of stores per year. </li></ul></ul>genericspharmacyv54.blogspot.com
  • 44. Summary <ul><li>The Generics Pharmacy PTM ages 18-65 years old, B, C, D &amp; E class, no specific status </li></ul><ul><li>Consumers need, want &amp; demand is a good quality medicine at an affordable price. </li></ul><ul><li>Can choose Mercury Drug store, South Star Drug Store, Botika ng Bayan &amp; Hospital Pharmacies </li></ul><ul><li>Offers quality and affordable medicines that competes with the accessibility </li></ul><ul><li>The market size is 2 billion and 55% is the market share of Generics Medicines </li></ul>genericspharmacyv54.blogspot.com
  • 45. Summary <ul><li>Affordable generic medicine more available to a greater number of the population at the soonest possible time. </li></ul><ul><li>TGP medicines are 30% to 80% lower than the branded medicines </li></ul><ul><li>Uses TV, PRs, events and experiences and word of mouth </li></ul><ul><li>Location near Mercury Drug stores and rival stores, nationwide </li></ul><ul><li>Niche Marketing </li></ul>genericspharmacyv54.blogspot.com
  • 46. 10 Step Marketing Plan for Generics Pharmacy Group 2 July 1, 2011 genericspharmacyv54.blogspot.com

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