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Group 2 generics pharmacy v2 (2003)
1. 10 Step Marketing Plan for Generics Pharmacy Group 2 July 1, 2011 genericspharmacyv54.blogspot.com
2. 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. Disclaimer genericspharmacyv54.blogspot.com
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5. Step 6 to 10 6. Product 7. Price 8. Promo 9. Place 10. Generic winning strategy of Mix genericspharmacyv54.blogspot.com
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7. 1. Generics Pharmacy’s Primary Target Market Demographics : Age range – 18 to 65 years old Sex – male / female Social class – B, C, D, and E Marital status – no specific status genericspharmacyv54.blogspot.com
8. 1. Generics Pharmacy’s Primary Target Market Lifestyle : (those who want to achieve a) Thrifty lifestyle – those who are budget conscious, who wants to save money and cut their expenses but does not want to miss out quality. genericspharmacyv54.blogspot.com
9. 1. Generics Pharmacy’s Primary Target Market Behavior: Products sold in Generics Pharmacy are medicines. After several takes or what is prescribed by the doctor, consumers might be well or might feel better. genericspharmacyv54.blogspot.com
10. 2. Consumers wants a good quality medicine at affordable price Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need cheaper medicine with the same quality of branded equivalents I need to buy medicine whenever I’m sick or I need to prevent myself from sickness I want a good quality medicine but at a lower price genericspharmacyv54.blogspot.com
11. 2. Consumers need, want & demand is a good quality medicine at an affordable price. Shoppers needs a store that offers good quality medicine Shoppers wants a medicine at a lower price Shopper Demands: Shopper looks for a store that offers good quality medicine at a lower price. genericspharmacyv54.blogspot.com
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13. The Generic Pharmacy is perceived by consumer as a store that provides good quality with low price Perceived Quality vs Price Matrix as of 2011 genericspharmacyv54.blogspot.com Price/ Perceived Quality Matrix Average Above Average Excellent High Price Low Price
14. Low prices are said to be the most important factor for the consumers when buying a product What factors are important to you when selecting a store? genericspharmacyv54.blogspot.com
15. Most of the Drugstores Positioning is having a Good Quality Medicines Benefit Positioning vs. Brand Matrix genericspharmacyv54.blogspot.com Functional Benefit The Generics Pharmacy South Star Drug Store Generika drugstores Mercury Drug Store Lower price Good Quality Convenient location Free service- dial a doctor/blood pressure/consultation/delivery Open 24 hours Value card
28. 8a. The Generics Pharmacy used Advertising, PR, Events Experiences & Word of Mouth 1 3 5 4 2 genericspharmacyv54.blogspot.com
29. TGP Commercials are about Making the Right Decisions of a Husband/Wife One of the right decisions they made was by choosing medicines from Generics Pharmacy genericspharmacyv54.blogspot.com
30. TGP had Several Interviews on Business Talk Shows genericspharmacyv54.blogspot.com
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36. TGP Promotes through Civic Services and Government’s Campaign A Way to Touch the Heart of Many Filipinos. genericspharmacyv54.blogspot.com
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38. Mercury Drug Store’s Suki Card They provides discounts on a certain period genericspharmacyv54.blogspot.com
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46. 10 Step Marketing Plan for Generics Pharmacy Group 2 July 1, 2011 genericspharmacyv54.blogspot.com
