The 10-step marketing plan outlines The Generics Pharmacy's strategy to target lower income Filipinos seeking cheaper medicine alternatives. The plan identifies the target market as Classes B, C, and D Filipinos, analyzes competitors like Mercury Drug and South Star Drug, and estimates that 6 out of 10 Filipinos opt for generic medicines. The Generics Pharmacy differentiates itself by offering generic drugs at a lower price but with the same quality as branded medications, along with over 1,225 branches nationwide.

1. Template10 Step Marketing PlanforThe Generics PharmacyMyrtle FrantillaJune 2011http://myrtlefrantilla.blogspot.com/1

2. 2TemplateDisclaimerThe 10 Step Marketing Plan is one of the requirements in completion of Marketing Management Course under Prof. De Ungria’s class in Ateneo Professional Schools. This is a simplified process hence it has limitations and advantages.We used a template and publicly available data to come up with this report. Moreover, this is posted and linked on slide share, blogs and facebook for easier access and sharing among students in marketing management class.http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

3. 3TemplateStep 1 to 5Identify your target (PTM)What do they need, want and demand (NWD)What are their choices (competitors)Where is the opportunity (Gap)How big is the market (3 Cs)http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

4. 4TemplateStep 1 to 5Medicine for masses.Social Class Lower B,C D Filipinos who need cheaper medicines but with same quality of their branded equivalent. It also targets small entrepreneurs who want to have their own businesses.Needs medicine comparable to branded product in terms of dosage, strength and quality without having that are cheaper.Competitors include Mercury Drug, South Star Drug, BotikangBayan, Watsons, home made medicine and other local pharmacy.Competitors Sell branded/listed drugs with a higher retail price while Generics pharmacy offers generic drugs with same quality but sold at a lower retail price.Market Size: 6 out of 10 Filipinos are now opting for generic medicines over the more expensive branded counterparts. (pinoybusiness.org, 2009)http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

5. 5TemplateStep 6 to 106. Product7. Price8. Promo9. Place10. Generic winning strategy of Mixhttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

6. 6TemplateStep 6 to 10Cheaper Medicines for the lower class.Product: The Generics Pharmacy7. Price: Lower price than the branded medicines 8. Promo: Advertising campaigns (print,tv,internet), current economic status, 9. Place: Total of 1225 branches as of June 09 201110. Generic winning strategy of Mix: Niche marketing, Cheaper drugs but with same quality, other serviceshttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

7. 7TemplateStep 1: Primary Target MarketDemographicsAge: All agesSex: Male/FemaleSocial class: Class Lower B,C,D LifestyleBlue collar worker who does not have medical benefits from his/her company and is receiving subsistencewage. Typical poor Filipino whose job is in the informal sector of economy. Small entrepreneurs can also be identified as one of their target market.BehaviorNeeds Medicine but is incapable of buying the brandedones.http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

8. 8TemplateStep 2: PTM’s needs, wants and demandsI need cheaper medicine with the same quality Of branded equivalentsI want cheaper medicine to keep meHealthy all the time but can’t afford too muchhttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

9. 9TemplateStep 2: PTM’s needs, wants and demandsNeeds: The lower income class Filipinos need to have a cheaper medicine with the same quality of the branded equivalent to address their economic issues.Wants: The lower income class Filipinos prefers The Generics Pharmacy because it is practical, effective and can be purchased at lower cost. Demands:The lower income class Filipinos demand to have a cheaper medicine that has the same quality and value compared to its branded counterparts. http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

10. 10TemplateStep 3a: Direct and Indirect CompetitorsDirect IndirectDoctor’s Prescribed MedicinesVariables: Price, Economic Status, Behavior, Lifestyle, Availability, AccessibilityLocal Pharmacyhttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

11. 11TemplateThe Generics Pharmacy is niche premium product for cheaper medicinesPrice vs. Economic StatusMed PrescribedWatsonsMercury DrugThe Generics PharmacySouth Star Drug StoreLocal PharmacyBotikangbayanAlternative medicinehttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

12. http://myrtlefrantilla.blogspot.com/12TemplateThe Generics Pharmacy niche positioning to the lower income class as best alternative to branded medicine.http://myrtlefrantilla.blogspot.com/

13. 13TemplateStep 4: identify the Gaps between the customers and consumers.The Leading Pharmacy that offers cheaper generic medicine to lower income class Filipinos while offering the same quality of branded meds.

14. Affordable and BFAD approved medicines.

15. Other Value Added Services are being offered

16. Very accessible to the masses with 1225 branches nationwide.

17. Cheaper Medicine Bill paved the way to higher sales of The Generics Pharmacy but critics question the quality of Generic medicine.http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

18. 14TemplatePositioning: Brand Identity to the MakerBasta Generics, Mabisana, Matipid pa.Affordable But Effective medicine for the Filipino masses.http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

19. 15TemplateStep 5. Estimate the Market SizeThe Philippinse pharmaceutical market is valued at $960 million in 2001.

20. Approximately 69 percent of market is controlled by the multinational companies (MNC’s), whilst the remaining 31 percent belongs to the generic companies. http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

21. 16TemplateStep 5a. Estimate the Market Size Using Competitors’ dataMercury Drug StoreSales: PHP 48 billion est. operates a national chain of more than 800 drugstores, including company-owned and franchised stores

22. estimated to sell as much as 60 percent of all medicines sold each year in the Philippines (the country's hospitals sell about 12 percent of medicines)

23. it follows the American model, combining drug and medical equipment sales with over-the-counter medicines, personal care items, basic household needs, cosmetics and other beauty productshttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

24. 17TemplateStep 5a. Estimate the Market Size Using Competitors’ dataSouth Star Drugstore143 branches in Northern LuzonCentral Luzon, Southern Tagalog, Metro Manila and the Bicol RegionWatsons PharmacyAsian drugstore franchised by SM Prime Holdings Inc., in which has at least one branch in all 40 SM Supermalls nationwide

25. Operates 170 stores in the Philippines serving more than 100,000 customers per day. http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

26. 18TemplateStep 5a. Estimate the Market Size Using Competitors’ dataReferenceshttp://www.watsons.com.ph/web/ph/aboutushttp://www.answers.com/topic/mercury-drughttp://services.inquirer.net/print/print.php?article_id=79284http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

27. 19TemplateStep 5b. Estimate the Market Size Using Company’s dataThe company recorded impressive growth, expanding from one store in 2007, to more than 900 in 2010.

28. With a forecast of 1,000 stores by the end of 2010, The Generics Pharmacy is now the chain with the highest number of outlets, overtaking the market leader Mercury Drug.

29. In 2011, TGP has 1225 branches nationwide. http://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

30. 20TemplateStep 5c. Estimate the Market Size Using Customer dataI buy medicine in order to cure myself" (33%)

31. I couldn't afford it" (24%)http://www.sws.org.ph/pr20100916.htmOn type of medicine consumers usually buy48% said generic medicine

32. 33% branded medicine

33. 19% said both generic and branded.

34. http://www.sws.org.ph/pr103003.htmhttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

35. http://myrtlefrantilla.blogspot.com/21TemplateStep 6. The Generics Pharmacy vs. Competitorshttp://myrtlefrantilla.blogspot.com/

36. 22TemplateStep 6a. The Generics Pharmacy vs. Competitorsstocking decisions are based on the profit margin, product range and image. Mercury only keeps 3 brands for each generic formulation.http://pharmalicensing.com/public/articles/view/1048501737_3e7edde98a0cf/the-generic-invasion-an-inside-scoop-to-the-pot-of-goldhttp://myrtlefrantilla.blogspot.com/http://myrtlefrantilla.blogspot.com/

37. 23TemplateStep 6b. What makes The Generics Pharmacy different among its competitors?We believe that health is not a privilege, but a basic right of every Filipino.Safe, quality, and affordable generics medicines are the company’s promise.

38. Currently it has 1225 branches nationwide versus 800 Mercury Drugstore branches which makes it more accessible to people

39. It is strategically situated in Rural areas and places near market and hospitals