10 STEP  Marketing Plan for  The Generics Pharmacy Yang Zhao June 2011 http://zhaointote.blogspot.com/
<ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of  Prof. Remigio Joseph De Ungria’s AGSB market...
<ul><li>Generics Pharmacy’s (PTM) are all people from the country </li></ul><ul><li>Who Needs to be health, Wants to be he...
<ul><li>Product: Generics Pharmacy </li></ul><ul><li>Price: lower than standard drugstore  </li></ul><ul><li>retail price ...
<ul><li>Part 1: </li></ul><ul><li>Steps 1 to 5 </li></ul>Positioning to the  Primary Target Market http://zhaointote.blogs...
1.Primary target market (PTM) of The Generics Pharmacy <ul><li>Demographics (All ages, M/F, social class CDE, single/marri...
2. My PTM’s NWD http://zhaointote.blogspot.com/ I can easily buy medicine  whether I am rich or not I feel good after I dr...
2. The Generics Pharmacy PTM’s needs, wants & demands  <ul><li>Generics Pharmacy Needs: </li></ul><ul><li>To Self actualiz...
3a. The Generics Pharmacy’s competitors <ul><li>Direct:  Mercury drug , South Star Drug,  </li></ul><ul><li>BOTIKA NG BAYA...
3b. Competitive Positioning Maps <ul><li>Price vs. Accessible of drug </li></ul><ul><li>Benefit Positioning vs. Brand </li...
Generics Pharmacy position map Generics  Pharmacy Mercury  Drugstore BOTIKA NG  BAYAN Generics  Pharmacy Mercury  Drugstor...
Example of a benefit positioning vs. brand map for Generics Pharmacy Benefit Positioning vs. Brand Matrix http://zhaointot...
4. Generic Pharmacy gaps between customers and competition <ul><li>Generics Pharmacy is only drugstore </li></ul><ul><li>A...
4. “Positioning” brand identify from the maker http://zhaointote.blogspot.com/
5a. Based on competitor’s data, Generics Pharmacy market is 2.6 billion, Mercury Drugs is 8.8 billion  http://zhaointote.b...
<ul><li>Market size for pharmaceutical industry </li></ul><ul><li>Mercury Drugs: 8.8 billion </li></ul><ul><li>Generics Ph...
5b. Based on the President Benjamin Liuson said to media http://zhaointote.blogspot.com/
<ul><li>The Generics Pharmacy sales may be 1 billion </li></ul><ul><li>Generics Pharmacy market share of 15% </li></ul><ul...
5c. 60% of consumer choose to buy low-cost generic drugs http://www.articleintelligence.com/Art/216275/332/Market-Chinese-...
<ul><li>Generics usage: </li></ul><ul><li>60% billion Filipino buy average 2x a month which cost around P30 each time and ...
<ul><li>http://www.pharma.focusreports.net/index.php#state=InterviewDetail&id=868orts </li></ul><ul><li>http://www.thegene...
The Marketing Mix Strategy Part 2: Steps 6 to 10 http://zhaointote.blogspot.com/
6a. The feature of The Generics Pharmacy & Mercury drugs http://zhaointote.blogspot.com/
6b. What makes Generic Pharmacy different as a Product? <ul><li>Mabisa Na, Matipid Pa! </li></ul><ul><li>Dial a Doctor, Li...
7. Price comparison http://zhaointote.blogspot.com/ Generic Name Leading Brand (Peso) The Generics Pharmacy (Peso) Amlodip...
8a. Generic Pharmacy uses TV Ads, Evens and Experiences http://zhaointote.blogspot.com/ 1 2 3
8a. A TV Advert for  The Generics Pharmacy  believes that health is not a privilege, but a basic right of everybody http:/...
8a. The Generics Pharmacy has a formula to win  http://zhaointote.blogspot.com/ http://www.youtube.com/watch?v=mdSa22Lh9jY...
8a. 5F for the consumer http://zhaointote.blogspot.com/
8b. Mercury Drug promo https://www.mercurydrug.com/content-index.html http://zhaointote.blogspot.com/
9. Generic Pharmacy is distributed nationwide using the drugstore and telephone call <ul><ul><li>Supermarkets, convenience...
10. The Generic Pharmacy winning strategy <ul><ul><li>Lower price medicine </li></ul></ul><ul><ul><li>Good quality drugs (...
SUMMARY http://zhaointote.blogspot.com/
<ul><li>Generics Pharmacy’s (PTM) are all people from the country </li></ul><ul><li>Who Needs to be health, Wants to be he...
<ul><li>Product: Generics Pharmacy </li></ul><ul><li>Price: lower than standard drugstore  </li></ul><ul><li>retail price ...
10 STEP  Marketing Plan for  The Generics Pharmacy Yang Zhao June 2011 http://zhaointote.blogspot.com/
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10 step marketing plan for generic pharmacy yang zhao

  1. 1. 10 STEP Marketing Plan for The Generics Pharmacy Yang Zhao June 2011 http://zhaointote.blogspot.com/
  2. 2. <ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>Disclaimer http://zhaointote.blogspot.com/
  3. 3. <ul><li>Generics Pharmacy’s (PTM) are all people from the country </li></ul><ul><li>Who Needs to be health, Wants to be healthier without paying a high price </li></ul><ul><li>Can choose Mercury Drug, or other local drugstore </li></ul><ul><li>(gap) is that the competitor’s selling prices and services, compare with Generics Pharmacy, the latter’s price more acceptable and additional services. </li></ul><ul><li>Market Size: in the vicinity of 15% compared </li></ul><ul><li>to other markets. </li></ul>Steps 1 to 5 PTM and market positioning http://zhaointote.blogspot.com/
  4. 4. <ul><li>Product: Generics Pharmacy </li></ul><ul><li>Price: lower than standard drugstore </li></ul><ul><li>retail price </li></ul><ul><li>Promotion: Ads campaigns, radio, TV and print </li></ul><ul><li>Place: super market, shopping mall, LRT,880 store nationwide everywhere </li></ul><ul><li>Strategy: Niche approach, cheap drugs of good quality, additional services </li></ul>Steps 6 to 10 marketing mix & strategy http://zhaointote.blogspot.com/
  5. 5. <ul><li>Part 1: </li></ul><ul><li>Steps 1 to 5 </li></ul>Positioning to the Primary Target Market http://zhaointote.blogspot.com/
  6. 6. 1.Primary target market (PTM) of The Generics Pharmacy <ul><li>Demographics (All ages, M/F, social class CDE, single/married, Filipino nationwide) </li></ul><ul><li>Lifestyle (As long as people who needs medicine) </li></ul><ul><li>Behavior (want to be health but not willing to pay high price) </li></ul>http://zhaointote.blogspot.com/
  7. 7. 2. My PTM’s NWD http://zhaointote.blogspot.com/ I can easily buy medicine whether I am rich or not I feel good after I drink medicine I need take a medicine when I am got sick.
  8. 8. 2. The Generics Pharmacy PTM’s needs, wants & demands <ul><li>Generics Pharmacy Needs: </li></ul><ul><li>To Self actualization, Safety , Physiological </li></ul><ul><li>Wants to choose generics Pharmacy because of: </li></ul><ul><li>Easily to find drugstore, Lower price, additional Service </li></ul><ul><li>Demands: After clients taking medicine, to reduce the suffering caused by the disease, value and function ,for the male/female all ages </li></ul>http://zhaointote.blogspot.com/
  9. 9. 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>http://zhaointote.blogspot.com/
  10. 10. 3b. Competitive Positioning Maps <ul><li>Price vs. Accessible of drug </li></ul><ul><li>Benefit Positioning vs. Brand </li></ul>http://zhaointote.blogspot.com/
  11. 11. Generics Pharmacy position map Generics Pharmacy Mercury Drugstore BOTIKA NG BAYAN Generics Pharmacy Mercury Drugstore http://zhaointote.blogspot.com/ Price/Accessible of drug Not accessible Moderately Accessible Highly Accessible High price Low price
  12. 12. Example of a benefit positioning vs. brand map for Generics Pharmacy Benefit Positioning vs. Brand Matrix http://zhaointote.blogspot.com/ Functional benefit/Brand Mercury Drugstore BOTIKA NG BAYAN Generics Pharmacy Lower price Operating hours (24hrs) Services Store Location Promotions Free blood pressure check-up 20% discount for senior citizen available to the population at the soonest possible time Order-online
  13. 13. 4. Generic Pharmacy gaps between customers and competition <ul><li>Generics Pharmacy is only drugstore </li></ul><ul><li>Available to the population at the soonest possible time </li></ul><ul><li>Cheap drugs of good quality(BFAD approved) </li></ul><ul><li>20% discount for senior citizen </li></ul><ul><li>Generics Pharmacy are not being addressed </li></ul><ul><li>Operating hours (24hrs) </li></ul><ul><li>Order-online </li></ul>http://zhaointote.blogspot.com/
  14. 14. 4. “Positioning” brand identify from the maker http://zhaointote.blogspot.com/
  15. 15. 5a. Based on competitor’s data, Generics Pharmacy market is 2.6 billion, Mercury Drugs is 8.8 billion http://zhaointote.blogspot.com/
  16. 16. <ul><li>Market size for pharmaceutical industry </li></ul><ul><li>Mercury Drugs: 8.8 billion </li></ul><ul><li>Generics Pharmacy: 2.6 billion </li></ul><ul><li>Hospital: 1.7 billion </li></ul><ul><li>Total market: 2.6+8.8+1.7= 13.1 billion </li></ul>5a. Based on competitor’s data, Generic drugs market is 13.1 million http://zhaointote.blogspot.com/
  17. 17. 5b. Based on the President Benjamin Liuson said to media http://zhaointote.blogspot.com/
  18. 18. <ul><li>The Generics Pharmacy sales may be 1 billion </li></ul><ul><li>Generics Pharmacy market share of 15% </li></ul><ul><li>Total Generics Pharmacy market size is </li></ul><ul><li>1 billion /15% = 6.67 billion </li></ul>5b. Based on Generic drugs data, where Generics Pharmacy share is 15%, total market size is 6.67 billion http://zhaointote.blogspot.com/
  19. 19. 5c. 60% of consumer choose to buy low-cost generic drugs http://www.articleintelligence.com/Art/216275/332/Market-Chinese-generic-drugs-or-have-the-opportunity-Generics-pharmaceutical-industries.html http://zhaointote.blogspot.com/
  20. 20. <ul><li>Generics usage: </li></ul><ul><li>60% billion Filipino buy average 2x a month which cost around P30 each time and 12 month. </li></ul><ul><li>0.6*2*30*12=432 billion (a year) </li></ul>5c. Consumer data indicates a size of 432 billion http://zhaointote.blogspot.com/
  21. 21. <ul><li>http://www.pharma.focusreports.net/index.php#state=InterviewDetail&id=868orts </li></ul><ul><li>http://www.thegenericspharmacy.com/vnews.php?id=93 </li></ul><ul><li>http://www.pharmafocusasia.com/knowledge_bank/articles/opportunities_challenges.htm </li></ul>5. Concluded that Generics Pharmacy market is 13.1 billion http://zhaointote.blogspot.com/ <ul><li>Competitor data= 13.1 b </li></ul><ul><li>Company data = 6.67 b </li></ul><ul><li>Consumer usage data=432 b </li></ul><ul><li>Reference : </li></ul>
  22. 22. The Marketing Mix Strategy Part 2: Steps 6 to 10 http://zhaointote.blogspot.com/
  23. 23. 6a. The feature of The Generics Pharmacy & Mercury drugs http://zhaointote.blogspot.com/
  24. 24. 6b. What makes Generic Pharmacy different as a Product? <ul><li>Mabisa Na, Matipid Pa! </li></ul><ul><li>Dial a Doctor, Libreng Konsultasyon </li></ul><ul><li>Lower than standard retail price </li></ul><ul><ul><li>The Generics Pharmacy sells Paracetamol at only 60 centavos per tablet. All our stocks are of good quality having passed BFAD and CGMP standards </li></ul></ul><ul><li>We offer additional services such </li></ul><ul><ul><li>Free BP monitoring in all braches </li></ul></ul><ul><ul><li>Free medical consultations nationwide </li></ul></ul><ul><ul><li>Full 20% discount for senior citizen </li></ul></ul>http://zhaointote.blogspot.com/
  25. 25. 7. Price comparison http://zhaointote.blogspot.com/ Generic Name Leading Brand (Peso) The Generics Pharmacy (Peso) Amlodipine Be 5mg tab 22.85 6.50 Amoxicillin 500mg cap 10.75 3.00 Paracetamol 500mg tab 2.90 0.60
  26. 26. 8a. Generic Pharmacy uses TV Ads, Evens and Experiences http://zhaointote.blogspot.com/ 1 2 3
  27. 27. 8a. A TV Advert for The Generics Pharmacy believes that health is not a privilege, but a basic right of everybody http://zhaointote.blogspot.com/
  28. 28. 8a. The Generics Pharmacy has a formula to win http://zhaointote.blogspot.com/ http://www.youtube.com/watch?v=mdSa22Lh9jY&NR=1
  29. 29. 8a. 5F for the consumer http://zhaointote.blogspot.com/
  30. 30. 8b. Mercury Drug promo https://www.mercurydrug.com/content-index.html http://zhaointote.blogspot.com/
  31. 31. 9. Generic Pharmacy is distributed nationwide using the drugstore and telephone call <ul><ul><li>Supermarkets, convenience outlets, drugstores, LRT, shopping mall </li></ul></ul><ul><ul><li>Nationwide (880 stores in 2010) </li></ul></ul><ul><ul><li>Pick-up by customers , and ordered via telephone </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>http://zhaointote.blogspot.com/
  32. 32. 10. The Generic Pharmacy winning strategy <ul><ul><li>Lower price medicine </li></ul></ul><ul><ul><li>Good quality drugs (BFAD and CGMP approved) </li></ul></ul><ul><ul><li>Extending beyond aggressive promotion of affordable and accessible generic medicines </li></ul></ul><ul><ul><li>Additional services </li></ul></ul><ul><ul><li>Niche approach </li></ul></ul>http://zhaointote.blogspot.com/
  33. 33. SUMMARY http://zhaointote.blogspot.com/
  34. 34. <ul><li>Generics Pharmacy’s (PTM) are all people from the country </li></ul><ul><li>Who Needs to be health, Wants to be healthier without paying a high price </li></ul><ul><li>Can choose Mercury Drug, or other local drugstore </li></ul><ul><li>(gap) is that the competitor’s selling prices and services, compare with Generics Pharmacy, the latter’s price more acceptable and additional services. </li></ul><ul><li>Market Size: in the vicinity of 15% compared </li></ul><ul><li>to other markets. </li></ul>Steps 1 to 5 PTM and market positioning http://zhaointote.blogspot.com/
  35. 35. <ul><li>Product: Generics Pharmacy </li></ul><ul><li>Price: lower than standard drugstore </li></ul><ul><li>retail price </li></ul><ul><li>Promotion: Ads campaigns, radio, TV and print </li></ul><ul><li>Place: super market, shopping mall, LRT,880 store nationwide everywhere </li></ul><ul><li>Strategy: Niche approach, cheap drugs of good quality, additional services </li></ul>Steps 6 to 10 marketing mix & strategy http://zhaointote.blogspot.com/
  36. 36. 10 STEP Marketing Plan for The Generics Pharmacy Yang Zhao June 2011 http://zhaointote.blogspot.com/

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