Marketing MIX Place and Promo

1. ATENEOGRADUATESCHOOLOFBUSINESS
Place &
Promotion
MARKETINGPLAN-THEMARKETINGMIX
Promoting GROWTH
to its Full Potential
#

2. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
MBAH - V84
HYPERMARKETING CLASS
GROUP 1
ELAINE GRANDE
https://www.linkedin.com/in/el
ainehazelgrande/
MICHAEL JAMIANA
https://www.linkedin.com/in/michael-n-
jamiana-md-fpcs-fpsgs-985b5172/
FREDERICK OCAMPO
https://www.linkedin.com/in/doceri
cocampo/
ROBBIE JUN REYES
https://www.linkedin.com/in/robbi
ereyesfcmmdinphc/

3. Cherifer'sPrimaryTargetMarket
ExistingPromotionStrategy
ExistingPlaceStrategy
KeyAdjustmentsonPromotionsandPlaceStrategydueto
COVID-19(ResponsetothePandemic)
Competitor'sStrategy
V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
What We'll Discuss
TOPIC OUTLINE

4. CHERIFER'S PTM
ThePrimaryTargetMarket

5. Families (SEC ABC) with children (3-10 y/o) &
Taking Health Supplements
V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
CHERIFER'S PTM
believeHeightisMightandthatitcanbeENHANCED
canaffordgivingsupplementstochildren
ForFamilieswithKIDSwho

6. CHERIFER'S MARKETING MIX
PROMOTIONSTRATEGY
Pre-PANDEMIC

7. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
TRADITIONAL MEDIA ADVERTISEMENTS
DIGITAL MEDIA BUZZ
SPONSORING OF EVENTS
Promotion Strategies
Pre-PANDEMIC
Communication Tools
Making them Talk About Cherifer

8. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
TRADITIONAL MEDIA ADVERTISEMENTS
ThedesignandplacementofCHERIFER'sadsin
televisions,newspapers,andmagazineshelpsthe
brandtoreachitstargetaudience,whetheritbea
nichemarketorthegeneralpublic.
Byleveragingthedataofdemographics,thecompanyis
abletostrategicallyplacethebrandintheright
placeattherighttime,infrontoftherightaudience
Promotion Strategies
Pre-PANDEMIC
Communication Tools
Making them Talk About Cherifer

9. TV,
MAGAZINE, &
NEWSPAPER
Despitethedeclineinthe
popularityofmassmedia,
CHERIFERstillseesits
importanceinbeingable
toreachitsTarget
MarketusingFAMOUS
ChildActors
REACH, FREQUENCY, & IMPACT
MEDIA
MASS

10. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
DIGITAL MEDIA BUZZ
CHERIFER,realizestheincreasingsignificance
ofONLINEMediainMarketing.Launching
differentsitesinSOCIALMediaPlatformssuch
asinFacebookandYoutube
Promotion Strategies
Pre-PANDEMIC
Communication Tools
Making them Talk About Cherifer

11. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
FACEBOOK
Therewere73millionFacebookusersin
PhilippinesinJanuary2020,which
accountedfor65.1%ofitsentire
population.
Cherifer'sPagehas65KLIKES
YOUTUBE
CHERIFERusesthevideoplatformto
reachmillenialparentsinplaceofTVAds
TheBRAND'sYoutubesitehas20K
subscriberswithmostofitsshared
contenthavinganaverageofabout0.5
MillionViews
CONNECT WITH US
Creating a Digital Media Buzz

12. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
SPONSORING OF EVENTS
MajorEventssuchastheAnnual Pediatric
ConventionsheldeveryAprilisalwaysan
opportunityforCHERIFERtoshowcaseitsbrand
todoctorssoughtbyparentsforadvice
regardingtheirchildren
Making them Talk About Cherifer
Promotion Strategies
Pre-PANDEMIC
Communication Tools

13. Sponsoring Major
Events
GAINING FOOTHOLD AMONGST DOCTORS
Sponsorshipofferssustainedexposureforthebrand,anecessary
conditionforreinforcingbrandsalience.
Alsoimproveperceptionsthatthecompanyislikableandprestigious.
TheYearlyPediatricEventgivesCHERIFERthenecessary
REINFORCEMENTofitsBRANDamongDoctorswhoprescribethem.
PICC - Manila
Annual Pediatric Conventions

14. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
GROWEE
Meet the Competition
PROPAN TLC
Digitalfootprintis visible
inFACEBOOKbutwithonly
8KLIKEScomparedto
Cherifer's65K,howeverit
canbenotedthatthey
don'thavetheirseparate
YouTubechannel,theyare
under UNILAB'sChannel
whichistheirparent
company
PropanTLC'sdigital
footprintisbiggerthanthe
twowithover237K
FACEBOOKLIKES.
Theyhavetheirown
YouTubeaccountbutwith
only2.37Ksubscribers
*BothCompetitorsalsoparticipateinMajor
PediatricEvents,howeverwithlessPompand
FlairthanCherifer.

15. CHERIFER'S MARKETING MIX
PLACESTRATEGY
Pre-PANDEMIC

16. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
PHARMACY NATIONWIDE
CHERIFERisavailableinallmajor and
smallbusinessdrugstoresnationwide
SUPERMARKETS
AsanOver-the-Countersupplement,
CHERIFERcanbesoldinsupermarkets
reachingtargetmarkets better.
Making it Available Everywhere
Place Strategies
Pre-PANDEMIC

17. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
GROWEE
Meet the Competition
PROPAN TLC
AvailableinMajor
andSmall
Drugstoreand
Supermarkets
Availablemostlyin
MajorDrugstore
andlargegrocery
stores

18. CHERIFER'S MARKETING MIX
PROMOTIONSTRATEGY
Response to COVID-19

19. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
SOCIAL MEDIA
SPONSORING VIRTUAL EVENTS
Promotion Strategies
Proposal
RESPONSE TO
COVID-19
Communication Tools
Making them Talk About Cherifer
amidst the Pandemic
MOBILE MARKETING

20. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
Promotion Strategies
Proposal
RESPONSE TO
COVID-19
Communication Tools
SOCIAL MEDIA
Making them Talk About Cherifer
amidst the Pandemic
WiththepopularityofONLINEReviewsandUnboxing
Videos,CHERIFERshouldtapmoretheso-calledMarket
Influencers,commonpeoplewhousuallyexpresstheir
insights&opinionaboutanISSUEorPRODUCTthat
affectsthedecisionmakingprocessofconsumers.

21. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
Making them Talk About Cherifer
amidst the Pandemic
MOBILE MARKETING
Withpeoplehavinglimitedmovementinmallsand
eventsplace,manyhaveturnedtotheirMobileDevices
forinformation.MobileDeviceadvertisements/texts
canbeindividualizedbasedondemographicsand
analytics,addressing data-privacyconcernsfirst.
Promotion Strategies
Proposal
RESPONSE TO
COVID-19
Communication Tools

22. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
SPONSORING VIRTUAL EVENTS
Making them Talk About Cherifer
amidst the Pandemic
Promotion Strategies
Proposal
RESPONSE TO
COVID-19
Communication Tools
WithMostSocialEventsgoingVirtual,itisbutappropriateforthe
CHERIFERBrandtobepresentinsuchMajorGatheringsfor
Pediatrician.ConsistencyisimportantintheMedicalField,andwith
Cheriferbeingactivelyseendespiteitbeingvirtualgivesthebrandan
ADVANTAGE.

23. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
GROWEE
Meet the Competition
PROPAN TLC
GroweeandPropanTLC,unfortunately,optednotto
sponsortherecentlyconcludedAnnualVirtualDoctor's
Convention,lettingthemmisstheopportunitytobe
visibledespitethePandemic

24. CHERIFER'S MARKETING MIX
PLACESTRATEGY
Response to COVID-19

25. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
ONLINE STORES - SHOPEE/LAZADA
Thepandemichasaffectedthewayweshop
forfood andmedicine.Cherifershouldcreate
anofficialstoreintheseonlinemarketsfor
safetyandguaranteepurposes.Easydelivery
anddiscountsshouldbeconveyedto
customers.
CONVENIENCE STORE
Takingoffon CHERIFER's Over-the-Counter
statusandwiththelimitedmovementofpeople.
Accesibilityandconveniencecanbeanimportant
factorforaSALEtohappen.
Putting Cherifer in the Virtual/
Convenience Market Place
Place Strategies
Proposal
RESPONSE TO
COVID-19

26. V 8 4 G R O U P 1 - A T E N E O - E X P E R T I S E - I N T E G R I T Y - S E R V I C E
GROWEE
Meet the Competition
PROPAN TLC
Groweehasan
officialstorein
popularonline
markets.Thisgives
consumersasense
ofsafety
LikeCherifer,Propan
TLCdoesnothave
anofficialstorein
onlinemarkets.
Independentsellers,
however,cannot
guarantee the
qualityofthe
product.

27. ATENEOGRADUATESCHOOLOFBUSINESS
Place &
Promotion
MARKETINGPLAN-THEMARKETINGMIX
Promoting GROWTH
to its Full Potential
#

28. Sources/References:
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