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Transcript of de Vera 10 step marketing plan
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10 STEP Marketing Plan for THE GENERICS PHARMACY
Windell G. de VeraJuly 2012
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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
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1. 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
Steps 1 to 5
Effective and Affordable medicines for Classes D and E
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6. TGP sells effective and affordable medicines
7. TGP is priced 30-50% lower than branded medicines
8. Uses TV, events and experiences and word of mouth
9. Distributed nationwide10. Uses niche marketing
Steps 6 to 10
The marketing mix & strategy of TGP
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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
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Describe your PTM needs
6
Esteem Needs (Recognition, Status)
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I want to be healthy and to be healed from sickness.
I am happy if I am healthy and not sick.
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2. The needs, wants & demands of Filipinos regarding 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.
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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
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3b. TGP is perceived to offer quality medicines at cheap price
Price/ Quality Matrix
LowQuality
AverageQuality
Above AverageQuality
ExcellentQuality
High price
Low Price
as of 2012
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TGP niche positioning with quality and affordable medicines
Benefit Positioning vs. Brand Matrix
as of 2012
Functional Benefit
The Generics Pharmacy
The Generika Drugstore
Mercury Drug
Lower Price
Good Quality
Accessibility
Free Service
Value Card
Open 24 hours
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4. TGP positions strongly in a niche market opportunity
The 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.
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5a. Pharmaceutical market is estimated to be Php 120 billion
1. According to a study, the pharmaceutical market is Php 120 billion -Php 78 billion (65%) – Branded medicines-Php 42 billion (35%) – Generic medicines
2. 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
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5b. The current market share of TGP is Php 25 billion
1. The claimed market share of TGP is 60% or an estimate of Php 25 billion.
2. The total market share of the generic medicines is Php 42 billion.
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5c. The market size based on usage is around Php 120 billion
If 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
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5. Pharmaceutical market is Php 120 billion and the share of TGP is Php 25 billion
1. Competitor data= Php 120 billion(branded and generic)
2. Company data = Php 25 billion(generic only)
3. Customer Usage data = Php 120 billion
4. (branded and generic)
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6a. TGP stores
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6a. TGP vs. competitors
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6b. TGP product
The 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.
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7. TGP prices is 30-50% lower than branded medicines
Branded GenericBiogesic 500 mg 500 mgPrice: Php 4.00 Php 0.60Price difference: Php 3.40 or 80% cheaper
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7. Price comparison Branded
PriceGenerics
PriceSavings
(%)Hypertension Atenolol 50mg 36.00 4.50 88
Clopidogrel 75mg 61.00 23.00 62
Felodipine 5mg 49.00 36.00 62Losartan 50mg 48.00 12.00 75
Metoprolol 50mg 5.00 2.60 48
Cholesterol
Atorvastatin 10mg 34.00 20.50 40
Simvastatin 10mg 22.00 7.00 68
Fever & Pain Mefenamic Acid
500mg 29.00 1.50 95
Paracetamol + Ibuprofen 8.00 2.40 70
Cough
Ambroxol 30mg 14.00 1.50 89
Bromhexine 8mg 10.00 0.06 99
Carbocisteine 500mg 11.00 2.50 77
Branded Price
Generics Price
Savings (%)
Asthma Montelukast 4mg 34.00 17.75 48Salbutamol 2mg 7.00 0.50 93Terbutaline 2.5mg 14.00 1.00 93
Diabetes Glimepiride 2mg 35.00 13.00 63
Metformin 500mg 12.00 1.70 86
Anti-Bacteria
Amoxicillin 500mg 11.00 3.50 68
Cefalexin 500mg 45.00 5.60 88Co-Trimoxazole 800/160mg 37.00 2.10 94
Doxycycline 100mg 132.00 2.00 98
Ofloxacin 400mg 84.00 17.00 80Allergy
Cetirizine 10mg 44.00 8.00 82Loratadine 10mg 20.00 7.00 65
Diarrhea Loperamide 2mg 15.00 1.30 91
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8a. TGP uses TV ads, events and experiences and word of mouth
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8a. TGP promotions include stories of cheap yet effective generic medicines
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8a. TGP in talk shows and business shows
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8b. Competitor’s promo
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9. TGP is located in public places and near big drugstores
TGP products are available in Public places like public markets and
hospitals Nationwide (1,300 branches) Over the counter transactions
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10. The winning strategy of TGP is its effective and cheap medicines
The 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
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1. 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
Steps 1 to 5
Effective and Affordable medicines for Classes D and E
www.windelldevera.blogspot.com
6. TGP sells effective and affordable medicines
7. TGP is priced 30-50% lower than branded medicines
8. Uses TV, events and experiences and word of mouth
9. Distributed nationwide10. Uses niche marketing
Steps 6 to 10
The marketing mix & strategy of TGP
www.windelldevera.blogspot.com 29
10 STEP Marketing Plan for THE GENERICS PHARMACY
Windell G. de VeraJuly 2012