10 step marketing plan solmux chewtab jea

10 STEP
Marketing Plan for
Solmux Chewtab

Jeanna Marie Santos-Suarez
July, 2012

http://jeannasantossuarez.blogspot.com/ 1

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
http://jeannasantossuarez.blogspot.com/

Steps 1 to 5
Chewing its way to YOU
1. Solmux Chewtab PTM are “driven, on-the-
go yuppies”
2. Who wants to get cough relief where &
when they want
3. Can choose Ascof & Robitussin
4. Gap is all other brands offer remedy in a
herbal/tablet/syrup/capsule form
5. The cough meds market is derived to be at
P2.5B

Steps 6 to 10

The best part is in the middle

1. Solmux Chewtab is a chewable cough
tablet
2. Priced 50% below Robitussin Liquigel
but 80% more than Ascof
3. Uses TV, Events & Experiences
4. Is distributed nationwide
5. Uses the niche approach

1. Solmux Chewtab PTM are
the driven young
professionals
 21-29 years old, social class A,B and C,
single
 Has just started working, driven to
reach top of careers, busy lifestyle
 Chews 4x a day, and demand instant
relief to help them move on with what
they do


2. PTM Needs

Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product

Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow


2. PTM needs to attain a
comfortable working status

I will do everything to reach
my career goals

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler


2. Young professionals need
to always be on-the-go
Young professionals need to always be on-the-go, gain
self-esteem and achieve self actualization
especially in their careers

These driven young professionals choose Solmux
Chewtab because it provides quick relief from cough
that help them always be on-the-go

Yuppies demand instant, quick relief from cough to help
them reach the height of their career faster


3a. There are a lot of cough
remedies in the market
 Direct : Ascof, Robitussin
 Indirect : Lagundi leaves, water
with salt and rest
 Solmux is a trusted brand, convenience
of use (no need of water), fast


3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants


Solmux is the sole player in
the niche market for yuppies
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

Age
Matrix Robitussi
n
High Liquigel
Solmux
price Chewta
b

Low Ascof Ascof
Price for Kids Tab


Solmux Chewtab instant relief as of 2011
positioning to the young professionals
market
Benefit Positioning vs. Brand Matrix

Ascof For SOLMUX SOLMUX Robitussin
Kids Ascof Tab CAP CHEWTAB Liquigel
Relief to cough due to common colds
Expectorant help loosen phlegm
Can be taken without water
Chewable
Minty After-Taste
Syrup Form
Capsule Form
Tablet form (Not Chewable)
Saves Money
Herbal/Natural Claim


4. Identify the gap between
customers and competition
Solmux Chewtab is the only cough
remedy :
 That is chewable
 For young professionals

 Who wants quick, fast relief to help them

move fast up the ladder
None of the competitors are trying to compete
in this niche. They are concentrating on
tablet, capsule and syrup forms

4. Solmux Chewtab
Positioning
Get Relief Now!

Insta Cool Relief

“Get relief where you want, when you want”


5a. Based on competitor
press releases, the cough
market is a P2.5B
In 2010
Cough Relief Market size : P2.5 Billion
 Ascof : 20%
 Solmux : 40%
 Solmux Chewtab : 1%


References
 http://www.businessmirror.com.ph/hom
e/companies/24989-pascuallab-retains-
rank-in-cough-remedy-market


5b. Based on UNILAB data, where
Solmux Chewtab share is 20% total
market size is P2.5B

1. UNILAB sales data : Chewtab sales
may be P25M
2. Chewtab claims market share of 1%
3. Then total cough medicine market size
is P25M / .01 = P 2.5B


5c. Consumer data indicates
a size of P10.24B

Cough Medicine usage :
20 Million of 90 Million Filipinos have colds
averaging to 4 days in 2 of 4 rainy months of
June-September.
The medicine is taken every 8 hours at 500 mg.
Each 500mg cost an average of P16

20M x 2mos x 4 days x 4times x P16 = P10.24B


6a. Photo of product category


5. Concluded that the cough
medicine market is P 2.5B
1. Competitor data= P 2.5B

3. Company data = P 2.5B

5. Customer Usage data = P10.24B


6a. Show how product looks
vs. competition Indirect Competitors

Direct Competitors


6b. Product Description

Carbocisteine Solmux Chewtab is a white
chewable cough tablet with yellowish
brown speckles, round, flat, bevel-
edged with cool and minty flavor tablet

www.unilab.com.ph/consumers/products/solmux-
500-mg-capsule

Chewtab’s price is

7. Price positioned in the middle of
its two direct competitors.
50% below Robitussin, but
80% aboveAscof


8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use


8a. Solmux Chewtab
Promotions

Solmux Chewtab is a relatively new
product that leverages in the fame
of its famous anchor brand, Solmux.

Solmux Chewtab should do more
sampling activities so people could
try the product out.


8a. More Bundling Promos

More bundling
promos with More
Famous UNILAB
Brands with same
PTM.


8a. Product Sampling

Product Sampling in
offices with a large
population of young
professionals, such
as call centers,
Makati offices.


8a. Events appealing to
Young Professionals

Organize events that
involves activities in
groups such as mall &
office events.


8a. Leverage on Social
Networking & Blogs
Set up of Facebook
pages, Twitter
Accounts.
Give famous bloggers
(included in your PTM)
samples of Chewtab &
encourage them to
blog about it.


8b. Ascof TVCs, appeal to
caring & sigurista moms
TV Commercials


8b. Ascof Events for
Mothers, Raffle from POP

Events Targeting Mothers

Raffles


8b. Robitussin Liquigel,
offering fast release

Mall Events featuring Endorser

TV Commercials


9. Solmux Chewtab is
distributed nationwide via
UNILAB distribution channels
 Supermarkets, convenience outlets,
drugstores
 Nationwide
 Pick up by customers
 Cash and credit transaction


10. Solmux Chewtab
Solmux Chewtab’s strategy is to dominate the
niche & relatively new market of cough
chewable tablets targeting 21-29 year old
yuppies.
To date, no other chewable tablet for cough is
available in the market.
Has a product priced at the mean of the cough
meds market.
Will benefit from UNILAB’s wide distribution
channels

SUMMARY


Steps 1 to 5
Chewing its way to YOU
1. Solmux Chewtab PTM are “driven, on-the-
go yuppies”
2. Who wants to get cough relief where &
when they want
3. Can choose Ascof, Robitussin & Allerin
4. Gap is all other brands offer remedy in a
herbal/tablet/syrup/capsule form
5. The cough meds market is derived to be at
P2.5B

10 step marketing plan solmux chewtab jea

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