+

10 STEP MARKETING PLAN FOR

Ma. Regina Paula I. ValenciaJanuary 18, 2011ASMPH 2012

+Print ad from MIMS Philippines 124th Edition 2010

+5 Steps for Part 1 PTM and Positioning

PTM: Filipino patients in need of cheap medicines that are of good quality

NWE: Who want to get well without paying a high price

Can choose Mercury Drug, South Star Drug, Botika ng Bayan or other local drugstores

Gap is that competitors sell mainly branded medicines at higher cost while The Generics Pharmacy sells cheaper medicines and offer additional services

Market Size: 55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)

+5 Steps for Part 2 Marketing Mix and Strategy

Product: The Generics Pharmacy

Price: Lower than standard retail price

Promotion: Advertising Campaigns (print and tv)

Place: 880 stores nationwide

Strategy: Niche approach, cheap drugs of good quality (BFAD approved), additional services

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POSITIONING TO THE PRIMARY TARGET MARKETPart 1: Steps 1 to 5

+Step 1- Primary Target Market (PTM)of The Generics Pharmacy

Demographics Sick who are in need of cheap medicines All ages, M/F, Social class CDE Filipinos nationwide

Lifestyle No required specific lifestyle as long as there is

need for medicine

Behavior Want to get well but not willing to spend on

expensive medicines

+Step 2 – The Generics Pharmacy PTM’s Needs, Wants & Expectations

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Needs Access to medicines Availability of medicines

Wants Affordability

Low priced Good quality drugs

Expectation Cure illness or halt disease progression

Step 2 – The Generics Pharmacy PTM’s Needs, Wants & Expectations

+Step 3 – The Generics Pharmacy’s Competitors

Direct:

other local pharmacies

Indirect: in-hospital

pharmacies alternative

treatment

+Step 3 – TMC-ER’s Competitors

Variables: Quality of drugs

BFAD approved?PriceAccessibilityCustomer perception

Generic vs branded

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Price vs Quality Not accessible Moderately accessible

Highly accessible

High Price

Low Price

Position Map

Price vs Accessibility of Drugs

TGP

Mercury

SouthStar

*Information based on research

BotikaNg Brgy

+Step 4 – Closing the Gap

Niche approach

Cheap drugs of good quality (BFAD approved)

Offer additional services such as Free BP monitoring in all branches Free medical consultations nationwide “Dial a

doctor, libreng konsultasyon” Full 20% discount for senior citizen

880 branches nationwide widely available

+Step 5 – Market Size

55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)

*Information based on research

+

THE MARKETING MIX STRATEGYPart 2: Steps 6 to 10

+Step 6a – Drugstores compete for market share

+Step 6b – The Generics Pharmacy Product Description

Mabisa Na, Matipid Pa!

Our commitment to the health and wellness of the Filipino people extends beyond the aggressive promotion of affordable ad accessible generic medicines

Lower than standard retail price The Generics Pharmacy sells paracetamol at

only 60 centavos per tablet. All our stocks are of good quality having passed BFAD and CGMP standards

+Step 6b – The Generics Pharmacy Product Description

We offer additional services such Free BP monitoring in all braches Free medical consultations nationwide Full 20% discount for senior citizen

Dial a Doctor, Libreng Konsultasyon

+Step 7 – Price Comparison

Generic Name Leading Brand The Generics Pharmacy

Amlodipine Be 5mg tab

22.85 6.50

Amoxicillin 500mg cap

10.75 3.00

Paracetamol 500mg tab

2.90 0.60

+Step 8a – Promotional Strategies of The Generics Pharmacy

Print ads

Television commercial

Price list flyer*

*Information based on research

Dial a Doctor, Libreng Konsulta

+Step 8a – Promotional Strategies of The Generics Pharmacy

Cash Coupon*

Promoting the Business

*Information based on research

The Generics Pharmacy: Giving back the gift of volunteerism* Family Day and charity

services

+Step 8b – Promotional Strategies of Competitors

*Information based on research

+Step 8b – Promotional Strategies of Competitors

*Information based on research

+Step 8b – Promotional Strategies of Competitors

+Step 9 – Location

880 stores nationwide!!! (2010)

Now with 1000 outlets open!*

*Information based on research

+Step 10 – The Generics Pharmacy Winning Strategy

Niche approach

“Cheaper medicine here!”

Good quality drugs (BFAD and CGMP approved)

Extending beyond aggressive promotion of affordable and accessible generic medicinesAdditional services

+

Summary

+5 Steps for Part 1 PTM and Positioning

PTM: Filipino patients in need of cheap medicines that are of good quality

NWE: Who want to get well without paying a high price

Can choose Mercury Drug, South Star Drug, Botika ng Bayan or other local drugstores

Gap is that competitors sell mainly branded medicines at higher cost while The Generics Pharmacy sells cheaper medicines and offer additional services

Market Size: 55 percent of Filipinos who are buying drugs and medicines are now going for generics drugs (SWS, 2008)

+5 Steps for Part 2 Marketing Mix and Strategy

Product: The Generics Pharmacy

Price: Lower than standard retail price

Promotion: Advertising Campaigns (print and tv)

Place: 880 stores nationwide

Strategy: Niche approach, cheap drugs of good quality (BFAD approved), additional services