10 step marketing the generics pharmacy valencia

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10 step marketing the generics pharmacy valencia

  1. 1. 10 Step Marketing Plan For <br />Ma. Regina Paula I. Valencia<br />January 18, 2011<br />ASMPH 2012<br />
  2. 2. Print ad from MIMS Philippines 124th Edition 2010<br />
  3. 3. 5 Steps for Part 1 PTM and Positioning<br />PTM: Filipino patients in need of cheap medicines that are of good quality<br />NWE: Who want to get well without paying a high price<br />Can choose Mercury Drug, South Star Drug, BotikangBayan or other local drugstores<br />Gap is that competitors sell mainly branded medicines at higher cost while The Generics Pharmacy sells cheaper medicines and offer additional services<br />Market Size: 55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)<br />
  4. 4. 5 Steps for Part 2 Marketing Mix and Strategy<br />Product: The Generics Pharmacy<br />Price: Lower than standard retail price<br />Promotion: Advertising Campaigns (print and tv)<br />Place: 880 stores nationwide<br />Strategy: Niche approach, cheap drugs of good quality (BFAD approved), additional services<br />
  5. 5. Positioning to the primary target market<br />Part 1: Steps 1 to 5<br />
  6. 6. Step 1- Primary Target Market (PTM)of The Generics Pharmacy<br />Demographics<br />Sick who are in need of cheap medicines<br />All ages, M/F, Social class CDE<br />Filipinos nationwide<br />Lifestyle<br />No required specific lifestyle as long as there is need for medicine<br />Behavior<br />Want to get well but not willing to spend on expensive medicines<br />
  7. 7. Step 2 –The Generics Pharmacy PTM’s Needs, Wants & Expectations<br />
  8. 8. Needs<br />Access to medicines<br />Availability of medicines<br />Wants<br />Affordability<br />Low priced<br />Good quality drugs<br />Expectation<br />Cure illness or halt disease progression<br />Step 2 –The Generics Pharmacy PTM’s Needs, Wants & Expectations<br />
  9. 9. Step 3 – The Generics Pharmacy’s Competitors<br />Direct:<br />other local pharmacies<br />Indirect: <br />in-hospital pharmacies<br />alternative treatment<br />
  10. 10. Step 3 – TMC-ER’s Competitors<br />Variables: <br />Quality of drugs<br />BFAD approved?<br />Price<br />Accessibility<br />Customer perception<br />Generic vs branded<br />
  11. 11. Position Map<br />Price vs Accessibility of Drugs<br />Mercury<br />South<br />Star<br />Botika<br />Ng Brgy<br />TGP<br />*Information based on research<br />
  12. 12. Step 4 – Closing the Gap<br />Niche approach<br />Cheap drugs of good quality (BFAD approved)<br />Offer additional services such as<br />Free BP monitoring in all branches<br />Free medical consultations nationwide “Dial a doctor, librengkonsultasyon”<br />Full 20% discount for senior citizen<br />880 branches nationwide  widely available<br />
  13. 13. Step 5 – Market Size <br />55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)<br />*Information based on research<br />
  14. 14. The Marketing Mix Strategy<br />Part 2: Steps 6 to 10<br />
  15. 15. Step 6a – Drugstores compete for market share<br />
  16. 16. Step 6b – The Generics Pharmacy Product Description<br />Mabisa Na, Matipid Pa!<br />Our commitment to the health and wellness of the Filipino people extends beyond the aggressive promotion of affordable ad accessible generic medicines<br />Lower than standard retail price<br />The Generics Pharmacy sells paracetamol at only 60 centavos per tablet. All our stocks are of good quality having passed BFAD and CGMP standards<br />
  17. 17. Step 6b – The Generics Pharmacy Product Description<br />We offer additional services such <br />Free BP monitoring in all braches<br />Free medical consultations nationwide<br />Full 20% discount for senior citizen<br />Dial a Doctor, LibrengKonsultasyon<br />
  18. 18. Step 7 – Price Comparison<br />
  19. 19. Step 8a – Promotional Strategies of The Generics Pharmacy<br />Print ads <br />Television commercial<br />Price list flyer*<br />Dial a Doctor, LibrengKonsulta<br />*Information based on research<br />
  20. 20. Step 8a – Promotional Strategies of The Generics Pharmacy<br />Cash Coupon*<br /><ul><li>Promoting the Business</li></ul>*Information based on research<br />The Generics Pharmacy: Giving back the gift of volunteerism* <br />Family Day and charity services<br />
  21. 21. Step 8b – Promotional Strategies of Competitors<br />*Information based on research<br />
  22. 22. Step 8b – Promotional Strategies of Competitors<br />*Information based on research<br />
  23. 23. Step 8b – Promotional Strategies of Competitors<br />
  24. 24. Step 9 – Location<br />880 stores nationwide!!! (2010)<br />Now with 1000 outlets open!*<br />*Information based on research<br />
  25. 25. Step 10 – The Generics Pharmacy Winning Strategy<br />Niche approach<br />“Cheaper medicine here!”<br />Good quality drugs (BFAD and CGMP approved)<br />Extending beyond aggressive promotion of affordable and accessible generic medicines<br />Additional services<br />
  26. 26. Summary<br />
  27. 27. 5 Steps for Part 1 PTM and Positioning<br />PTM: Filipino patients in need of cheap medicines that are of good quality<br />NWE: Who want to get well without paying a high price<br />Can choose Mercury Drug, South Star Drug, BotikangBayan or other local drugstores<br />Gap is that competitors sell mainly branded medicines at higher cost while The Generics Pharmacy sells cheaper medicines and offer additional services<br />Market Size: 55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)<br />
  28. 28. 5 Steps for Part 2 Marketing Mix and Strategy<br />Product: The Generics Pharmacy<br />Price: Lower than standard retail price<br />Promotion: Advertising Campaigns (print and tv)<br />Place: 880 stores nationwide<br />Strategy: Niche approach, cheap drugs of good quality (BFAD approved), additional services<br />

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