RiteMed Metformin Group Marketing Plan
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Transcript of RiteMed Metformin Group Marketing Plan
![Page 1: RiteMed Metformin Group Marketing Plan](https://reader030.fdocuments.in/reader030/viewer/2022012316/559b13451a28aba3498b482c/html5/thumbnails/1.jpg)
10 Step Marketing Plan for RiteMed Metformin HCl08 January 2011
Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. TanMikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Five StepsPart I of II: PTM and Positioning
1. Target Market: Diabetes Type 2 Patients2. NWE: Optimal Glycemic Control3. Choice: Branded and/or
Generic Medications4. Gap: Low-Cost High-Quality Drugs5. Market Size: PhP2.3 Billion (Total)
PhP1.5 Billion Niche
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Five StepsPart II of II: Marketing Mix & Strategy
6. Product: Metformin HCl from RiteMed7. Price: 20-80% less of Branded Price8. Promotion: Redesigning RiteMed Logo
Branding the ProductMaximize Price Leadership
9. Place: Unilab Network, Nationwide10. Strategy: Branded Generics
(Low Cost & High Quality)
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 1: Step 1 of 5Positioning to the Primary Target Market
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Primary Target Market
Type II Diabetes Patients
Demographics:
> 40 years old
M > F *
Social Class C to E
Overweight *
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Primary Target Market
Lifestyle:
Minimal Physical Exercise
High Consumption of Processed Foods
High Sugar Diet
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Health-Seeking Behavior
Primary Target Market
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Health-Seeking Behavior
Primary Target Market
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Primary Target Market
Consumption Behavior:
500 mg Tablet
Two Tablets per Day
Regular Hospital Monitoring
Multiple Medications
Lifestyle Changes
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 1: Step 2 of 5Needs Wants and Expectations of Target Market
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Maslow’s Hierarchy of Needs
Needs, Wants and Expectations
Realization of Goals
A Foundation ofGood Health
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Developmental Stages of Erik Erikson
Needs, Wants and Expectations
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Needs, Wants and Expectations
Developmental Stages of Erik Erikson
Middle Adulthood (35 to 55)
Generativity vs Stagnation
Diseases Produces Fear of Inactivity & Meaninglessness
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Needs, Wants and Expectations
Wants:
Quality Assurance
Efficacy
Low-Cost
Limited Side Effects
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Needs, Wants and Expectations
Expectations:
Decrease Blood Sugar Level
Good Glycemic Control
Controlled Side Effects
No Disease Progression
Generics Price Range
Good Value!
Fulfillment of Brand Promise
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 1: Step 3 of 5Direct and Indirect Competitors
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Competitors
Boie
Britton
Health Saver
Littman
Metro Drug
Metrolink Pharm
Natrapharm
NextChem
Pharma Nutria
Sanofi-Aventis
Winthrop
Zuellig
Direct Competitors (Branded):
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
The Generics Pharmacy
Generika Pharmacy
Direct Competitors (Generic):
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
Exercise
Diet
Herbal Preparations
Insulin
Secretagogues
Thiazolidinediones
Alpha-glucosidaseInhibitors
Incretin-based Treatments
Amylin Analogs
Indirect Competitors:
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
Efficacy:
Glycemic Reduction
Glycemic Control
Reduction of DM Sequelae
Safety:
Minimal Side Effects
Variables:
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
Price
Ease of Treatment Regimen
Brand Perception
Name Recall
Physician Prescription Practice
Accessibility
Availability
Variables:
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Position Map
Price
Quality: Regulated (BFAD)
Quality Perception
Variables:
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Price-Brand Recall for Quality Matrix
Competitive Position Map
<50 50-100 101-150 151-200 >200
> P8.51
P7.25-P8.50
P5.76-P7.00
P4.51-P5.75
P3.25-P4.50
< P3.25
Unilab +
RiteMed
Zuellig
Brand Portfolio Size as a Function of Brand Saliency & Recall
Boie
Metro DrugNextChemPharma Nutria
Britton
Pri
ce p
er U
nit
Littman
GenerikaThe
GenericsPharmacy
WinthropNatrapharm
Source: IMS 2003 & MIMS 2010
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Price-Brand Recall for Quality Matrix
Competitive Position Map
<50 50-100 101-150 151-200 >200
> P8.51
P7.25-P8.50
P5.76-P7.00
P4.51-P5.75
P3.25-P4.50
< P3.25
Unilab +
RiteMed
Zuellig
Brand Portfolio Size as a Function of Brand Saliency & Recall
Boie
Metro DrugNextChemPharma Nutria
Britton
Pri
ce p
er U
nit
Littman
GenerikaThe
GenericsPharmacy
WinthropNatrapharm
Source: IMS 2003 & MIMS 2010
Niche as High Brand Recall for
Quality Low-Cost Drug!
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Part 1: Step 4 of 5Customer-Competition GapDemand-Supply Gap
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Demand-Supply Gap
Assures Quality of Branded Products
Rite Medicine
Rite Formulation
At Price of Generic Drugs
Rite Price
Other drugs assure quality at a price of high cost or provide low cost with questionable quality.
Wide Market Distribution
RiteMed Metformin is the only product that:
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 1: Step 5 of 5Market Size
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Market Size (DOH Data & Journals)
3.4 Million Filipinos with Diabetes
94% Class C-E
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Oral Anti-Diabetic Consumption 2007
Market Size (DOH Data & Journals)
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Market Size (DOH Data & Journals)
3.4 Million Filipinos with Diabetes
94% Class C-E
31% Prescribed Metformin
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Oral Anti-Diabetic Consumption 2007
Market Size (DOH Data & Journals)
Social Weather Stations (SWS) survey showed the percentage of Filipinos using generic drugs increased to 55 percent in 2008.
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Market Size (DOH Data & Journals)
3.4 Million Filipinos with Diabetes
94% Class C-E
31% Prescribed Metformin
55% Use Generic Drugs
PhP 3.15 Retail Cost of 1 Metformin HCl Tab
Consumption: 2x/Day
Market Size: PhP 1.2 Billion 10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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(Business Monitor International Data)
Market Size
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Market Size (International Data)
Philippine Pharmaceutical Industry
PhP116 Trillion
Share of Oral Anti-Diabetics
3% or PhP3.5 Billion
Share of Metformin
31% or PhP1.08 Billion
Market Size: PhP 1.08 Billion
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Market Size (Company)
RiteMed Revenue
PhP 5.29 Billion
Share of Oral Anti-Diabetics
2.59% or PhP 1.5 Billion
Market Size: PhP 1.5 Billion
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Market Size
Local Data: PhP1.2 Billion
International Data: PhP1.08 Billion
Company Data: Php1.5 Billion
Market Size: PhP 1 to 1.5 Billion
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Marketing Mix StrategyPart II of II
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Part 2: Step 6 of 10Product
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Metformin HCl Leaders
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Product Feature
RiteMed Metformin HCl
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Product Feature
RiteMed Metformin HCl
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Product Information
Contents:
Metformin HCl
Indications:
Type 2 diabetes inadequately controlled by diet and exercise alone.
Dosage:
Initially 500 mg every 12 hr, dose may be gradualyincreased to a max of 2250 mg daily.
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Product Information
Administration:
Administered with After Meals
Contraindications:
Renal Impairment, Congestive Heart Failure, Acute or Chronic Metabolic Acidosis.
Special Precautions:
Elderly, Hepatic and Renal impairment
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Product Information
Adverse Drug Reactions:
Anorexia, nausea, vomiting, diarrhea, lactic acidosis, decreased vit B12 absorption
Preparation:
In 500 mg and 850 mg tablets
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 2: Step 7 of 10Price
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Price
20-80% Less Compared to Branded Equivalents
Brand(500mg Preparation)
Price per Tablet(PhP)
PercentagePrice Difference
RiteMed 3.09 -
United Lab Glumet 6.25 + 102.26%
Boie Metformin 4.00 + 29.4%
Britton Briform 4.50 + 45%
Pharma Nutria Nidcor 4.31 + 39.49%
Zuellig Diafat Sandoz 5.19 + 67.9%
Zuellig Fornidd 6.82 + 120.7%
Zuellig Glucophage 10.50 + 239.8%
Zuellig Humamet 8.00 + 158.9%
Zuellig Pharex Metformin 3.25 + 5.18 %10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Price
20-80% Less Compared to Branded Equivalents
Brand(500mg Preparation)
Price per Tablet(PhP)
PercentagePrice Difference
RiteMed 3.09 -
Metro Drug Panfor SR-500 6.50 110.36%
Metro Drug Diazen 3.50 13.26%
Metro Drug Glucoform 5.60 81.2%
Metro Drug Glucomed 3.42 10.68%
Metro Drug Neoform 500 3.35 8.41%
Natrapharm I-Max 5.60 81.22%
NextChem Insunex 3.50 13.27%
Littman Neomet 5.00 61.81%
Winthrop Metformin HCl 4.50 45.6 %10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Price
Cheapest Drug Available in the Market
43% Cheaper Than Industry Average
Main market strategy: Price leader
Cheapest Alternative for Metformin
While Assuring Quality and Efficacy of Product
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 2: Step 8 of 10Promotion
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Promotional Strategies
Advertisements Tri-Media
Public Relations Corporate Social Responsibility, Partnership with
Public/Private Sector(s)
Marketing Sales Representatives
Health Education Campaigns
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Advertisements
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Videos/Broadcast Media
Advertisements
View From: http://www.youtube.com/watch?v=n1LHtncXXPA&feature=related
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Commitment to Community & Health Education Campaigns
Corporate Social Responsibility
Educational Campaigns
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Human Resources
Sales Representatives
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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I of III: Redesigning RiteMed Logo
Proposed Marketing Strategies
Maximize Brand Recognition between Unilab and RiteMed:
Highlight Features: Unilab for Quality & RiteMed for Price
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Place a Brand Name to Metformin Generic Drug:
Key Features:
Immediate Identification of RiteMed (Parent Brand)
Brand Retains Generic Drug Name
Aligned with Marketing Strategy of RiteMed
Ownership of Product
II of III: Branding a Product
Proposed Marketing Strategies
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Maximize Position as Price Leader
Inform Target Market of Price & Price Difference
III of III: Maximize Price Leadership
Proposed Marketing Strategies
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
Boie
Britton
Health Saver
Littman
Metro Drug
Metrolink Pharm
Natrapharm
NextChem
Pharma Nutria
Sanofi-Aventis
Winthrop
Zuellig
Direct Competitors (Branded) with No Broadcast Media:
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
Direct Competitors (Branded) with No Broadcast Media But Rely on: Medical Sales Representatives
Giving free Product Samples
Product Peripherals
Sponsorship Programs (Events, purchases)
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Competitors
Leading Pharmaceuticals with no Metformin Products: Pfizer Inc.
Wyeth Philippines
AstraZeneca
Bristol-Myers Squib
Novartis
Abott Lab
Roche Philippines
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan *Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Videos/Broadcast Media
Competitors (Generic)
View From: http://www.youtube.com/watch?v=Z2ocsYU2i-s&feature=player_embedded
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Videos/Broadcast Media
Competitors (Generic)
View From: http://www.youtube.com/watch?v=OGufEVhhf3Y&feature=related
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 2: Step 9 of 10Place
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Available in Leading Pharmacies Nationwide
Place
Uses Logistical Leverage of Unilab
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Part 2: Step 10 of 10Generic Winning Strategy
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Generic Winning Strategy
Price & Quality Leadership
Branded-Generics Strategy!
RiteMed’s Generic Strategy is to Dominate Low-Cost Generics Market by Providing High Quality Assurance of its Parent Brand, Unilab.
Maximizes Research & Logistical Capacity
Maximizes Unilab Brand
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Generic Winning Strategy
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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SummarySteps 1 to 10
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Five StepsPart I of II: PTM and Positioning
1. Target Market: Diabetes Type 2 Patients2. NWE: Optimal Glycemic Control3. Choice: Branded and/or
Generic Medications4. Gap: Low-Cost High-Quality Drugs5. Market Size: PhP2.3 Billion (Total)
PhP1.5 Billion Niche
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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Five StepsPart II of II: Marketing Mix & Strategy
6. Product: Metformin HCl from RiteMed7. Price: 20-80% less of Branded Price8. Promotion: Redesigning RiteMed Logo
Branding the ProductMaximize Price Leadership
9. Place: Unilab Network, Nationwide10. Strategy: Branded Generics
(Low Cost & High Quality)
10 Step Marketing Plan for RiteMed Metformin: Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan * Mikhail G. Tenazas * Maria Ellaine Grace K. Uy
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10 Step Marketing Plan for RiteMed Metformin HCl08 January 2011
Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. TanMikhail G. Tenazas * Maria Ellaine Grace K. Uy
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All information obtained and presented herein are plainly for academic purposes. Please refrain from citing data without consent from authors.
08 January 2011
Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. TanMikhail G. Tenazas * Maria Ellaine Grace K. Uy