de Vera 10 step marketing plan

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de Vera 10 step marketing plan

  1. 1. 10 STEPMarketing Plan forTHE GENERICS PHARMACY Windell G. de Vera July 2012 www.windelldevera.blogspot.com
  2. 2. DisclaimerThis 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. www.windelldevera.blogspot.com
  3. 3. Steps 1 to 5 Effective and Affordable medicines for Classes D and E1. PTM of TGP is Class D and E2. Who want effective but affordable medicines3. Can choose Generika Drugstore or Mercury Drug4. Gap is Mercury sells branded and expensive medicines and Generika has few stores.5. The market size is Php 120 Billion and the niche of TGP is Php 25 Billion www.windelldevera.blogspot.com
  4. 4. Steps 6 to 10 The marketing mix & strategy of TGP6. TGP sells effective and affordable medicines7. TGP is priced 30-50% lower than branded medicines8. Uses TV, events and experiences and word of mouth9. Distributed nationwide10. Uses niche marketing www.windelldevera.blogspot.com
  5. 5. 1. The PTM of TGP are classes D and E Those in social classes D and E Those who are sick which includes children and old people Those who need healing from particular sickness or want to prevent getting sick www.windelldevera.blogspot.com
  6. 6. Describe your PTM needs Self-Actualization I am happy if I am Needs healthy and not sick. (Self-Development & Realization) Esteem Needs (Recognition, Statu s) Social Needs (sense of belonging, love)I want to be healthy and to be Safety Needs (security, protection)healed from sickness. Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 www.windelldevera.blogspot.com
  7. 7. 2. The needs, wants &demands of Filipinosregarding medicinesHealth is a safety need for everyone and it is important that one is not sick or can be healed from sickness. A person is happy if healthy and not sick.The products of TGP offer an effective like branded medicines at affordable prices as wanted by most consumers.The demand of the majority of Filipinos to have an access to quality medicines at lower prices is addressed by TGP with its effective and affordable medicines. www.windelldevera.blogspot.com
  8. 8. 3a. Competitors of TGP Direct: Mercury Drug, Generika Drugstore, South Star Drugstore Indirect: Government Health Centers, online drugstores Variables: Price, accessibility, product endorser, promise of effective and affordable medicines www.windelldevera.blogspot.com
  9. 9. 3b. TGP is perceived to offer quality medicines at cheap price as of 2012Price/ Low Average Above Excellent Quality Quality Average QualityQuality QualityMatrixHighpriceLowPrice www.windelldevera.blogspot.com
  10. 10. TGP niche positioning with as of 2012 quality and affordable medicines Benefit Positioning vs. Brand MatrixFunctional The Generics The Generika Mercury DrugBenefit Pharmacy DrugstoreLower PriceGood QualityAccessibilityFree ServiceValue CardOpen 24 hours www.windelldevera.blogspot.com
  11. 11. 4. TGP positions strongly in aniche market opportunityThe marketing opportunity of TGP is the lower price and accessibility.Its prices are lower than Mercury Drug and it is more accessible than Generika Drugstore with its 1,300 stores.It is open to franchising and it needs less capital compared to others. www.windelldevera.blogspot.com
  12. 12. 5a. Pharmaceutical market isestimated to be Php 120 billion1. According to a study, the pharmaceutical market is Php 120 billion -Php 78 billion (65%) – Branded medicines -Php 42 billion (35%) – Generic medicines2. Mercury Drug claims majority of the branded medicines and a portion of the generic.3. Generika Drugstore has 25% of the generic medicines based on the number of stores.References:http://www.tripleiconsulting.com/main/philippines-investment-resources/value- propositions/philippines-pharmaceutical-industryhttp://growinginclusivemarkets.org/media/cases/Philippines_RiteMed_2008.pdf www.windelldevera.blogspot.com
  13. 13. 5b. The current market shareof TGP is Php 25 billion1. The claimed market share of TGP is 60% or an estimate of Php 25 billion.1. The total market share of the generic medicines is Php 42 billion. www.windelldevera.blogspot.com
  14. 14. 5c. The market size based onusage is around Php 120 billionIf a household spends an average of Php 2,000 a year for medicines (branded and generic) and there are 60,000,000 households in the Philippines, the total market share is Php 120 billion.Php 2,000 x 60 m = Php 120 billion www.windelldevera.blogspot.com
  15. 15. 5. Pharmaceutical market is Php120 billion and the share of TGPis Php 25 billion1. Competitor data= Php 120 billion (branded and generic)2. Company data = Php 25 billion (generic only)3. Customer Usage data = Php 120 billion4. (branded and generic) www.windelldevera.blogspot.com
  16. 16. 6a. TGP stores www.windelldevera.blogspot.com
  17. 17. 6a. TGP vs. competitors www.windelldevera.blogspot.com
  18. 18. 6b. TGP productThe vision of TGP is to offer effective but affordable medicines to all Filipinos. With more than 1,300 branches nationwide, it gives the masses the chance to avail of generic medicines that are as effective as branded medicines but at lower price. www.windelldevera.blogspot.com
  19. 19. 7. TGP prices is 30-50% lowerthan branded medicinesBranded GenericBiogesic 500 mg 500 mgPrice: Php 4.00 Php 0.60Price difference: Php 3.40 or 80% cheaper www.windelldevera.blogspot.com
  20. 20. 7. Price comparison Branded Generics Savings Branded Generics Savings Price Price (%) Price Price (%) Hypertension Asthma Atenolol 50mg 36.00 4.50 88 Montelukast 4mg 34.00 17.75 48Clopidogrel 75mg 61.00 23.00 62 Salbutamol 2mg 7.00 0.50 93 Terbutaline 2.5mg 14.00 1.00 93 Felodipine 5mg 49.00 36.00 62 Losartan 50mg 48.00 12.00 75 Diabetes Glimepiride 2mg 35.00 13.00 63Metoprolol 50mg 5.00 2.60 48 Cholesterol Metformin 500mg 12.00 1.70 86Atorvastatin 10mg 34.00 20.50 40 Anti-Bacteria Amoxicillin 500mg 11.00 3.50 68Simvastatin 10mg 22.00 7.00 68 Fever & Pain Cefalexin 500mg 45.00 5.60 88 Mefenamic Acid Co-Trimoxazole 29.00 1.50 95 37.00 2.10 94 500mg 800/160mg Paracetamol + Doxycycline 100mg 132.00 2.00 98 8.00 2.40 70 Ibuprofen Ofloxacin 400mg 84.00 17.00 80 Cough Allergy Ambroxol 30mg 14.00 1.50 89 Cetirizine 10mg 44.00 8.00 82Bromhexine 8mg 10.00 0.06 99 Loratadine 10mg 20.00 7.00 65 Carbocisteine Diarrhea 11.00 2.50 77 500mg Loperamide 2mg 15.00 1.30 91 www.windelldevera.blogspot.com
  21. 21. 8a. TGP uses TV ads, events andexperiences and word of mouth www.windelldevera.blogspot.com
  22. 22. 8a. TGP promotions includestories of cheap yet effectivegeneric medicines www.windelldevera.blogspot.com
  23. 23. 8a. TGP in talk shows andbusiness shows www.windelldevera.blogspot.com
  24. 24. 8b. Competitor’s promo www.windelldevera.blogspot.com
  25. 25. 9. TGP is located in public placesand near big drugstores TGP products are available in  Public places like public markets and hospitals  Nationwide (1,300 branches)  Over the counter transactions www.windelldevera.blogspot.com
  26. 26. 10. The winning strategy of TGPis its effective and cheapmedicinesThe 3 strategies are being used by TGP:  Low Cost Producer of Generic Drugs  Supply and Distribution Leverage with its 1,300 stores nationwide  Niche of Classes D and E www.windelldevera.blogspot.com
  27. 27. Steps 1 to 5 Effective and Affordable medicines for Classes D and E1. PTM of TGP is Class D and E2. Who want effective but affordable medicines3. Can choose Generika Drugstore or Mercury Drug4. Gap is Mercury sells branded and expensive medicines and Generika has few stores.5. The market size is Php 120 Billion and the niche of TGP is Php 25 Billion www.windelldevera.blogspot.com
  28. 28. Steps 6 to 10 The marketing mix & strategy of TGP6. TGP sells effective and affordable medicines7. TGP is priced 30-50% lower than branded medicines8. Uses TV, events and experiences and word of mouth9. Distributed nationwide10. Uses niche marketing www.windelldevera.blogspot.com
  29. 29. 10 STEPMarketing Plan forTHE GENERICS PHARMACY Windell G. de Vera July 2012 www.windelldevera.blogspot.com 29

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