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TGP USP targets senior citizens with affordable medicines
- 1. Unique Selling Proposition – Group 1 of V83 Grp 1 THE GENERICS PHARMACY “A Filipino Deserves Nothing Less for Less Cost”
- 2. Unique Selling Proposition – Group 1 of V83 Grp 1 1949 - Pacific Insular Co. handling Pacific Pharma 1959 - The Liuson’s bought the company. Founded DLI Pharma. 1975 - Benjamin Liuson joined DLI Pharma 2001 - Founded TGP Pharma Inc., ventured to retail of generic medicines, with first outlet DLI Pharmacy 2007 - DLI Pharmacy transistioned to The Generics Pharmacy Company Background
- 3. Unique Selling Proposition – Group 1 of V83 Grp 1 Checking the website: https://tgp.com.ph/ https://youtu.be/PnvEKJsvJOM Family setting, thanking people and eventually the video showing Jericho Rosales in a normal community setting, TGP near the community, TGP with affordable and quality medicines. Checking the youtube ads for TGP https://youtu.be/cQBkusiY_TU It resulted to two common items, “Tapat sa Kalusugan, Tapat sa Presyo, Tapat sa Kalidad at Tapat o Malapit sa Inyo.” Unique Selling Proposition
- 4. Unique Selling Proposition – Group 1 of V83 Grp 1 TAPAT sa’yo 1. Affordable Price 2. Quality 3. Availability Nandiyan lang sa TAPAT mo 1. Over 2,000 branches 2. There is a TGP near you 3. Accessibility Unique Selling Proposition PRICE LOCATION
- 5. Unique Selling Proposition – Group 1 of V83 Grp 1 Primary Target Market (Senior Citizens) - Age 55 to 64 (6.18% of the population) Growing Old in the Philippines is a Painful Reality.
- 6. Unique Selling Proposition – Group 1 of V83 Grp 1 Primary Target Market (Senior Citizens) - Low Income Families - Class D&E - 60% & 30% of population
- 7. Unique Selling Proposition – Group 1 of V83 Grp 1 Primary Target Market (Senior Citizens) - Maintenance Medicine and Vitamins users
- 8. Unique Selling Proposition – Group 1 of V83 Grp 1 Pain / Problem of Senior Citizens #KulangSaBudget #LayoNaman #HindiKailangan 1. Not enough budget for maintenance medicine 2. Is there a pharmacy near me? 3. Medicine is not a priority at this time 4. May have pension, but still not enough 5. Unstable source of income 6. Is there an effective medicine but low cost?
- 9. Unique Selling Proposition – Group 1 of V83 Grp 1 Senior Citizens Unique Needs, Wants & Demands Senior citizens needs to be free from sickness, and maintain a good health condition, and achieve their Safety Needs. Senior citizens wants or prefers medicine with low cost but effective and easily accessible. “Tapat sa Kalusugan, Tapat sa Presyo, Tapat sa Kalidad at Tapat o Malapit sa Inyo.” Senior citizens demands to be healthy while still providing for the basic needs of their family.
- 10. Unique Selling Proposition – Group 1 of V83 Grp 1 The Generics Pharmacy has many formidable competitors a. Direct: Generika, Mercury Drug, South Star Drug, Watsons a. Indirect: Hospital pharmacy, online pharmacy, herbal medicine stores a. Variables: Age, price, availability, health condition, quality, brand promise of effectiveness, accessibility
- 11. Unique Selling Proposition – Group 1 of V83 Grp 1 Source: https://www.philstar.com/headlines/2019/12/07/1974968/99-pinoys-cant-buy-expensive-meds Main Competitors - 4x more expensive
- 12. Unique Selling Proposition – Group 1 of V83 Grp 1 Source: https://nkti.gov.ph/index.php/news/newsroom/1360-drug-price-watch-2019 Main Competitors - Price
- 13. Unique Selling Proposition – Group 1 of V83 Grp 1 TGP 2001 35% Southstar Drug 9% Mercury Drug 21% Generika 14% Watsons 13% Others* 8% Retail Outlets as of 2019 TGP Southstar Drug Mercury Drug Generika Watsons Others* Sources: https://home.kpmg/ph/en/home/insights/2019/02/philippines-pharma-all-set-for-continuous-growth.html https://mindanaotimes.com.ph/2019/09/19/watsons-to-add-500-outlets-in-19/ Main Competitors – TGP as #1 in Market Presence
- 14. Unique Selling Proposition – Group 1 of V83 Grp 1 “Tapat sa’yo at nandiyan lang sa tapat mo” “Gamot at Serbisyo maasahan dito” “Nakikisigurado gamot ay laging bago” Main Competitors
- 15. Unique Selling Proposition – Group 1 of V83 Grp 1 TGP Generika Mercury Drug Affordable Good Quality Convenient Location Free Service 24 Hours Membership Card Phone App Doktor ng Bayan Main Competitors
- 16. Unique Selling Proposition – Group 1 of V83 Grp 1 Price / Age Matrix 0 - 25 yrs 26 - 50 yrs 50 yrs up High Price Medium Price Low Price Main Competitors The Generics Pharmacy Generika Mercury Drug Watsons South Star Drug
- 17. Unique Selling Proposition – Group 1 of V83 Grp 1 Current Trends and Changes Increased Demand for Medicine Increased Hospitalization Shortage of Medicine Revision of Regulations
- 18. Unique Selling Proposition – Group 1 of V83 Grp 1 Current Trends and Changes Increased Need for Medical R&D Increased Tele-Medicine Need for Improved Supply Chain
- 19. Unique Selling Proposition – Group 1 of V83 Grp 1 Recommendations Use Mobile Applications Local Delivery Partnership
- 20. Unique Selling Proposition – Group 1 of V83 Grp 1 1. Unique Selling Proposition (USP) “A Filipino Deserves Nothing Less for Less Cost.” “Tapat sa’yo at nandiyan lang sa tapat mo.” 2. Primary Target Market 55 – 64 years old, low income, using maintenance medicine 3. Main Competitors Generika (less store presence) and Mercury Drug (higher price) 4. Changes and Recommendations Mobile applications and partnership with local delivery services Summary
- 21. Unique Selling Proposition – Group 1 of V83 Grp 1 THE GENERICS PHARMACY “A Filipino Deserves Nothing Less for Less Cost”
Editor's Notes
- The company to be presented is The Generics Pharmacy A little company background. TGP started as Pacific Pharma which is being handled by Pacific Insular Co. in 1949. In 1959, the Liuson’s bought Pacific Insular Co. and found DLI Pharma. In 1975, Benjamin Liuson joined DLI Pharma. Eventually Benjamin Liuson founded the TGP Pharma Inc. and ventured to the retail of generic medicines with its first outlet as DLI Pharmacy located in Quezon City. This is in response to the In 2007, DLI Pharmacy changed its name to what we know today at The Generics Pharmacy.
- To check the unique selling proposition or USP, the best area we can see is the website of the company. We then went to check the website of the TGP. Initially we were greeted with the initial banner of Maraming Salamat text, thanking all the TGP staffs from warehouse to their pharmacy branches for their hardwork. Then we went to see the other banners which shows Jericho Rosales promoting TGP caring for the family or the TGPag-alaga ng Pamilya. Going further we went to see the video of Jericho Rosales alighting from the tricycle and going to the community and objective is to go to a TGP branch. As he went, there are some persons promoting what TGP is such as TGPagpagamot ng Lagnat, TGPagtanggal ng Rayuma, TGPagtakip ng Sugat among others. And concluding this way that TGP is indeed after the affordable and quality medicines and that their branches are near you. Checking their other youtube ads, we can see the latest in Sept 2020 also with Jericho Rosales showing with the same information that in the old normal or new normal, TGP is for your good health with affordable price, quality medicines, and with over 2000 branches serving your needs.
- With these the USP of TGP is the “TAPAT sa’yo at nandiyan lang sa TAPAT mo” . These are separated into to items, first is the TAPAT sa’yo which explains that TGP is for you, true to you in the sense of affordability, quality products and availability. The second is the Nandiyan lang sa TPAT mo which explained that TGP with over 2,000 branches is located almost near your home, your school and your chuch.
- The Coalition of Services of the Elderly (COSE) released a study that social pension constituted on average almost one-third of household income used for food, medical expenses and other household bills. Same study, of eight million senior citizens in the country, only 32% (or 2.5 million) received social pension of only P500 a month, while 38% (or more than 3 million did not receive any pension at all.
- •Maximizing the income value is the key to survive. Thus having an affordable and accessible antihypertensive and anti diabetic medication and vitamins in the market is the answer when every Lolo Jose and Lola Pilar needs to be maintained on this drugs and every Juan and Maria should purchase monthly for their parents. •The Generics Pharmacy is the go to place to alleviate the pain, giving back the care our parents needs and to continue living healthy to bring food to the table.
- Demand changes from hospitals, medical field and general consumers This is century’s opportunity for pharma industry, due to ~700% increased demand for prescription medicines such as antibiotics and anesthetics, as well as vaccines and medical devices. Increased hospitalization, incidence of COVID related pneumonia, and assigning patients to ventilators. Which leads to shortage – due to induced demand and general panic buying on medicines for hypertension, mental health, respiratory, diabetes and anxiety as well as supply-chain inconsistencies. Resulting to regulation revisions Fast-track approvals and licensing for COVID-19 related treatments. More regulations to enhance importation, in order to maintain integration of supply chain. Research and development process changes – due to significant industrial investments on medicines related to COVID.
- Shift towards tele-communication and tele-medicine Due to local social distancing precautions, marketing & promotions are being shifted from face to face to remote interactions, mobile apps (Mercury Drugs, Watsons Phil), and telecommunications (WhatsApp, Telegram, Signal) as well as the patient-support acts (BetterHelp, HealthNow, Curatio, PPD Patient, REAcT). Overall industry growth slow-down – could eventually affect the growth of the Pharma industry. Moving towards self-sufficiency in pharm-production supply chain. The dependence of getting raw materials from China (80% of the world followed by India), for medicines becomes a challenge export bans, trade war & local priorities by the said country. Trend changes in consumption of health-market products (vitamins, supplements) along with ethical dilemma due to expedite research and poorly evidence centered therapies.
- Demand changes from hospitals, medical field and general consumers Reach out to more customers through mobile Apps (such as Mercury Drugs & Watsons Phil) available in the Play Store or Appstore. Partner with different local delivery businesses Social media campaigns through community forums secure its supply-chain through local partnership and raw material exploration