2. 2 Template Disclaimer The 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. 3 Template Step 1 to 5 Identify 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. 4 Template Step 1 to 5 Medicine 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. 5 Template Step 6 to 10 6. Product 7. Price 8. Promo 9. Place 10. Generic winning strategy of Mix http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
6. 6 Template Step 6 to 10 Cheaper Medicines for the lower class. Product: The Generics Pharmacy 7. 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 2011 10. Generic winning strategy of Mix: Niche marketing, Cheaper drugs but with same quality, other services http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
7. 7 Template Step 1: Primary Target Market Demographics Age: All ages Sex: Male/Female Social class: Class Lower B,C,D Lifestyle Blue collar worker who does not have medical benefits from his/her company and is receiving subsistence wage. Typical poor Filipino whose job is in the informal sector of economy. Small entrepreneurs can also be identified as one of their target market. Behavior Needs Medicine but is incapable of buying the branded ones. http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
8. 8 Template Step 2: PTM’s needs, wants and demands I need cheaper medicine with the same quality Of branded equivalents I want cheaper medicine to keep me Healthy all the time but can’t afford too much http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
9. 9 Template Step 2: PTM’s needs, wants and demands Needs: 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. 10 Template Step 3a: Direct and Indirect Competitors Direct Indirect Doctor’s Prescribed Medicines Variables: Price, Economic Status, Behavior, Lifestyle, Availability, Accessibility Local Pharmacy http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
11. 11 Template The Generics Pharmacy is niche premium product for cheaper medicines Price vs. Economic Status Med Prescribed Watsons Mercury Drug The Generics Pharmacy South Star Drug Store Local Pharmacy Botikangbayan Alternative medicine http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
12. http://myrtlefrantilla.blogspot.com/ 12 Template The Generics Pharmacy niche positioning to the lower income class as best alternative to branded medicine. http://myrtlefrantilla.blogspot.com/
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/
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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/
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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/
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25. Operates 170 stores in the Philippines serving more than 100,000 customers per day. http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
26. 18 Template Step 5a. Estimate the Market Size Using Competitors’ data References http://www.watsons.com.ph/web/ph/aboutus http://www.answers.com/topic/mercury-drug http://services.inquirer.net/print/print.php?article_id=79284 http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
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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/
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
40. It also the first generics retail pharmacy to offer franchising in the Philippines.http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
41. 24 Template Step 6b. What makes The Generics Pharmacy different among its competitors? THEGENERICSPHARMACYhas an advocacy of making medicines accessible to ALL Filipinos, coupled with free blood pressure check-up and full 20% discount in all branches. http://www.thegenericspharmacy.com/about.php http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
42. 25 Template Step 7. Generics Medicine is cheaper by an average of 54.04% http://fitzvillafuerte.com/generic-medicines-a-comparative-price-study-on-generic-cholesterol-and-other-maintenance-medicines.html http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
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44. 27 Template Step 8. Which of these modes does TGP use? MASS PERSONAL Sales Promotion Direct Marketing 1. Advertising Interactive Marketing Public Relations Personal Selling 2. Events and Experiences3. Word of Mouth http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
46. 29 Template Step 8a. TGP promotes through its Value Added Services 24k cardholders will enjoy more benefits through CebuanaLhuillier’s partnership with The Generics Pharmacy (TGP). Cash coupons may now be used at any Metro Manila branch of TGP. http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
56. BFAD approved, TGP is safe, high quality, and affordable generics medicine.
57. It caters to the larger percentage of population in the Philippines, the masses.http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
59. 37 Template Summary Headline 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/
60. 38 Template Summary Headline Product: The Generics Pharmacy 7. 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 2011 10. Generic winning strategy of Mix: Niche marketing, Cheaper drugs but with same quality, other services http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/
