University of Saint Louis

Tuguegarao City, Cagayan 3500

Pharmaceutical Marketing Plan

A chainstore of Rodamel Drugstore

Don Domingo, Tuguegarao City, Cagayan

Submitted to:

Ms. Racquel Balangue

Submitted by:

Guzman, Hennie Dee

Lavadia, Krisha Melody

Reyes, Eliza Marie

Suguitan, Janine

I. Executive SummaryThis paper aims to summarize the plans and strategies that will increase the sales of Rodamel Drugstore.

Marketing Plan Summary

Rodamel drugstore, is one of the largest chain store outlets in the region with more than 10 branches across Cagayan and Isabela region. It operates as a distributor or wholesaler that distribute drug products and related items to the small retail drugstore.

As a group we came up with different strategic summary such as its market definition and characteristic’s which are as follows:

a. To provide the needs of the communityb. One of the leading drugstore in the cityc. The company is recognized for more than 20 years of experience.d. Have highly advertise prescription drugs, Over the Counter and cosmetic products.

The size estimate for the pediatric patients have at least 35% of the company’s drug product. The geriatric patients hold 10% OTC drugs hold the biggest slice which is 40% and the prescription drugs hold a 15% of the slice chart. The growth projection of the company is that after 5-6 months the firm should have at least 50% of the invested money. For the competitors within the area mainly medic and TGP. And around the city the company has three competitors namely mercury, St.Joseph and carsal. The strength of the company are, it is the leading drugstore within the area which is in Don domingo one of the low price leader, it is very accessible to the people. As for the company’s weakness the firm doesn’t have all the products the customer needs like parenterals and a little supply of suppositories. The company have a low promotion strategies.

THE BUSINESS:

Business name: Rodamel Drugstore

Business structure: Whole sale/ Retailer

Number:

Location: Don Domingo, Tuguegarao City, Cagayan

Established:

Owner: Amelia Tang

Product/ Services:

The establishment sells mainly of drugs, particularly generic drugs since it is cheaper and branded drugs like:

II. Current Pharmacy Marketing SituationRodamel drugstore is a market leader in Tuguegarao City. It provides effective drug therapy in the community at the lowest price in the market and it offers over-the-counter and prescription medications. It also offers customers basic goods like cosmetics, seasonal items and convenient foods.

MARKET ANALYSTS

Product- stocks of merchandise List:

Price- Rodamel Drugstore is strictly maintaining one price policy in all branches

Place- there are 11 branches of Rodamel drugstore in Tuguegarao City, one in Solana, Cagayan and 1 in Cauauyan, Isabela

Promotion- Rodamel Drugstore offers different promotional activites like:

People- Rodamel Drugstore sells its products to the local folks of Tuguegarao City especially in Barangay Don Domingo

SWOT ANALYSIS

Factors Strength Weakness1. Profitability Profitability is high2. Quality of Products FDA qualified and provide

effective and safe products3. Customer Service Follow standard operating

procedure to provide equal attention to all customers and accept their feedbacks

4. Staffs The Pharmacy assistants are well assured with college graduate with proper training of dispensing friendly and very attentive

5. Operations Rodamel Drugstore have automatic programs to provide faster and accurate dispensing

Not all the drugs are monitored with proper stocks and pricing monitoring is not updated well

6. Location Located near commercial markets (Jollibee, Chow king, McDonald, and many more…….) -Near the market

Opportunities:

• Growing numbers of potential customers (

• In front of Headquarters

• Quiet Street

Threats:

• Continuous growing numbers of drugstores within the area

• Drugstores that are well known

• Rising of unemployment rate

• Existence of nearby Drugstore

The higher the number of nearby drugstore, the higher the competition.

A. Strategic situation summary

Rodamel Drugstore, is one of the largest chain store outlets in the region with more than 10 branches across Cagayan and Isabela region. It operates as a distributor or wholesaler that distribute drug products and related items to the small retail drugstore.

As a group we came up with different strategic summary such as its market definition and characteristic’s which are as follows:

e. To provide the needs of the communityf. One of the leading drugstore in the cityg. The company is recognized for more than 20 years of experience.h. Have highly advertise prescription drugs, OTC and cosmetic products.

The size estimate for the pediatric patients have at least 35% of the company’s drug product. The geriatric patients hold 10% OTC drugs hold the biggest slice which is 40% and the prescription drugs hold a 15% of the slice chart. The growth projection of the company is that after 5-6 months the firm should have at least 50% of the invested money. For the competitors within the area mainly medic and TGP. And around the city the company has three competitors namely Mercury, St. Joseph and Carsal. The strength of the company are, it is the leading drugstore within the area which is in Don Domingo one of the low price leader, it is very accessible to the people. As for the company’s weakness the firm doesn’t have all the products the customer needs like parenteral and a little supply of suppositories. The company have a low promotion strategies.

A. Market target descriptionTarget market are as follows:

a. Male and female. Male that ages ranging from 0-100, with different diseases and needs to deal with. Female patients that ages ranging from 0-100 with different diseases and needs to deal with.

B. Objectives

The objective of the drugstore is to sell the products not only for the profit but more preferably, to satisfy the buyers. The drugstore should return at least 50% of the investment within a months. Second to have a greater market slice. And lastly to satisfy and provide our customers’ needs and a guaranteed quality service which is a 100%. Another would be, we will target mostly of people that came from the market / convenient store would buy their medicines

➢ Issues:

o The location is quite good but it is needed to be more known since it is located in the inner side of Mariton grocery

o All their target markets depend on how many people will be needing their medicines

Sub objective: To gain 30% of market slice from prescription drugs. To gain 20% of market slice from over the counter drugs.

C. Marketing program positioning strategy

I. Objectives for Marketing Strategies

A. Increase revenue up to 50% yearly

B. Decrease expiry products unsold

C. Lease than drugs

II. Target Markets

D. Employees/ Working People

E. People from market

F. Passengers from Downstream areas

III. Positioning

H. Value

i. Low price

ii. High quality drugs

iii. 12 hours of service

I. Salient Attributes

i. Near in Tuguegarao public Market

ii. Secure place

iii. Accessible to buyers

iv. Every week delivery of products

IV. Marketing Expenditures

J. Advertisement

i. Newspaper ads

1. 92 pesos/line per day

a. Three lines

b. three times a week

2. 104 peos/line per Sunday

a. Three lines

b. Once a week

ii. Flyers

1. 320 pesos/ream

a. 100 pcs of flyers

V. Action Programs

A. Recommended promotional activities

i. Of peak:

1. Promotional Discount

2. Free products

3. Piggy bank products

ii. Peak season

1. Free one month rent

B. Recommended Advertising programs

i. Newspaper ads

ii. Flyers

C. Plan A The firm should be perceived as company that offers suitable price that suits the

customer and with an excellent quality of medications. The company has strategies in pricing its product. The strategies are as follows:

a. The company’s pricing depends upon how much the manufacturer’s price over the products.

b. Cost of the transportation of the products.c. The supply and demand of the company’s products.d. Cost of the advertisement. As for the company’s promotion strategies, the company will

use radio and TV advertisement and also flyers.D. Contingency Plan (Plan B)

This contingency plan will be used during unexpected situations during calamity, increase the price of products but still in affordable range and increase the product order to the distributor depending on the demand of people. Lower the price when people were coping up from calamity to maintain the competition in the market. For promotion strategy the company will make use of “Rodamel Drugstore” because as of now the population of buyer’s increases the card, the card will be the instrument in order for the people to go back in the store. In order to avail it, the customer should buy at least 300 pesos worth at single purchase and every 50 pesos worth, gain 1 point equal to 1 peso, which they can claim as they earn. For emergency purposes the customers can order their medicines through call and ready for pick u. add stocks according to the demand of people.