Ten Step Marketing Plan for RiteMed Metformin HCl by Paredes, Ramos, Tan, Tenazas & Uy

1. 10
Step
Marketing
Plan
for
RiteMed
Metformin
HCl
08
January
2011
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

2. 
Five
Steps
Part
I
of
II:
PTM
and
Posi-oning
1.
Target
Market:
Diabetes
Type
2
Patients
2.
NWE:
Optimal
Glycemic
Control
3.
Choice:
Branded
and/or
Generic
Medications
4.
Gap:
Low-­‐Cost
High-­‐Quality
Drugs
5.
Market
Size:
PhP2.3
Billion
(Total)
PhP1.5
Billion
Niche
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

3. 
Five
Steps
Part
II
of
II:
Marke-ng
Mix
&
Strategy
6.
Product:
Metformin
HCl
from
RiteMed
7.
Price:
20-­‐80%
less
of
Branded
Price
8.
Promotion:
Redesigning
RiteMed
Logo
Branding
the
Product
Maximize
Price
Leadership
9.
Place:
Unilab
Network,
Nationwide
10.
Strategy:
Branded
Generics
(Low
Cost
&
High
Quality)
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

4. Part
1:
Step
1
of
5
Positioning
to
the
Primary
Target
Market

5. Primary
Target
Market
 Type
II
Diabetes
Pa-ents
 Demographics:

>
40
years
old

M
>
F
*

Social
Class
C
to
E

Overweight
*
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

6. Primary
Target
Market
 Lifestyle:

Minimal
Physical
Exercise

High
Consump-on
of
Processed
Foods

High
Sugar
Diet
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

7. 
Primary
Target
Market
Health-­‐Seeking
Behavior
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

8. 
Primary
Target
Market
Health-­‐Seeking
Behavior
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

9. Primary
Target
Market
 Consump-on
Behavior:

500
mg
Tablet

Two
Tablets
per
Day

Regular
Hospital
Monitoring

Mul-ple
Medica-ons

Lifestyle
Changes
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

10. Part
1:
Step
2
of
5
Needs
Wants
and
Expectations
of
Target
Market

11. 
Needs,
Wants
and
Expectations
Maslow’s
Hierarchy
of
Needs
Realiza-on
of
Goals
A
Founda-on
of
Good
Health
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

12. 
Needs,
Wants
and
Expectations
Developmental
Stages
of
Erik
Erikson

13. Needs,
Wants
and
Expectations
 Developmental
Stages
of
Erik
Erikson
 Middle
Adulthood
(35
to
55)
 Genera-vity
vs
Stagna-on
 Diseases
Produces
Fear
of
Inac-vity
&
Meaninglessness
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

14. Needs,
Wants
and
Expectations
 Wants:

Quality
Assurance

Efficacy

Low-­‐Cost

Limited
Side
Effects
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

15. Needs,
Wants
and
Expectations
 Expecta-ons:

Decrease
Blood
Sugar
Level

Good
Glycemic
Control

Controlled
Side
Effects

No
Disease
Progression

Generics
Price
Range

Good
Value!

Fulfillment
of
Brand
Promise
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

16. Part
1:
Step
3
of
5
Direct
and
Indirect
Competitors

17. Competitors
 Direct
Compe-tors
(Branded):

Boie

NextChem

Brigon

Pharma
Nutria

Health
Saver

Sanofi-­‐Aven-s

Ligman

Winthrop

Metro
Drug

Zuellig

Metrolink
Pharm

Natrapharm
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

18. Competitors
 Direct
Compe-tors
(Generic):
 The
Generics
Pharmacy
 Generika
Pharmacy
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

19. Competitors
 Indirect
Compe-tors:
 Exercise
 Alpha-­‐glucosidase
 Diet
Inhibitors
 Herbal
Prepara-ons
 Incre-n-­‐based
 Insulin
Treatments
 Secretagogues
 Amylin
Analogs
 Thiazolidinediones
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

20. Competitors
 Variables:
 Efficacy:

Glycemic
Reduc-on

Glycemic
Control

Reduc-on
of
DM
Sequelae
 Safety:
 Minimal
Side
Effects
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

21. Competitors
 Variables:

Price

Ease
of
Treatment
Regimen

Brand
Percep-on

Name
Recall

Physician
Prescrip-on
Prac-ce

Accessibility

Availability
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

22. Position
Map
 Variables:

Price

Quality:
Regulated
(BFAD)

Quality
Percep-on
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

23. 
Competitive
Position
Map
Price-­‐Brand
Recall
for
Quality
Matrix
Brand
Portfolio
Size
as
a
Function
of
Brand
Saliency
&
Recall
<50
50-­‐100
101-­‐150
151-­‐200
>200
>
P8.51
P7.25-­‐P8.50
Zuellig
Price
per
Unit
P5.76-­‐P7.00
Bri5on
Littman
P4.51-­‐P5.75
Natrapharm
Winthrop
P3.25-­‐P4.50
NextChemPharma Nutria Metro
Drug
Boie
Unilab
The
+
<
P3.25
Generika
Generics
Pharmacy
RiteMed
Source:
IMS
2003
&
MIMS
2010

24. 
Competitive
Position
Map
Price-­‐Brand
Recall
for
Quality
Matrix
Brand
Portfolio
Size
as
a
Function
of
Brand
Saliency
&
Recall
<50
50-­‐100
101-­‐150
151-­‐200
>200
Niche
as
High
>
P8.51
Brand
Recall
for
Quality
Low-­‐Cost
P7.25-­‐P8.50
Drug!
Zuellig
Price
per
Unit
P5.76-­‐P7.00
Bri5on
Littman
P4.51-­‐P5.75
Natrapharm
Winthrop
P3.25-­‐P4.50
NextChemPharma Nutria Metro
Drug
Boie
Unilab
The
+
<
P3.25
Generika
Generics
Pharmacy
RiteMed
Source:
IMS
2003
&
MIMS
2010

25. Part
1:
Step
4
of
5
Customer-­‐Competition
Gap
Demand-­‐Supply
Gap

26. Demand-­‐Supply
Gap
 RiteMed
MeLormin
is
the
only
product
that:
 Assures
Quality
of
Branded
Products

Rite
Medicine

Rite
Formula-on
 At
Price
of
Generic
Drugs

Rite
Price
 Other
drugs
assure
quality
at
a
price
of
high
cost
or
provide
low
cost
with
ques-onable
quality.
 Wide
Market
Distribu-on
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

27. Part
1:
Step
5
of
5
Market
Size

28. Market
Size
(DOH
Data
&
Journals)
 3.4
Million
Filipinos
with
Diabetes
 94%
Class
C-­‐E
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

29. 
Market
Size
(DOH
Data
&
Journals)
Oral
An--­‐Diabe-c
Consump-on
2007

30. Market
Size
(DOH
Data
&
Journals)
 3.4
Million
Filipinos
with
Diabetes
 94%
Class
C-­‐E
 31%
Prescribed
MeLormin
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

31. 
Market
Size
(DOH
Data
&
Journals)
Oral
An--­‐Diabe-c
Consump-on
2007
 Social
Weather
Sta-ons
(SWS)
survey
showed
the
percentage
of
Filipinos
using
generic
drugs
increased
to
55
percent
in
2008.
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

32. Market
Size
(DOH
Data
&
Journals)
 3.4
Million
Filipinos
with
Diabetes
 94%
Class
C-­‐E
 31%
Prescribed
MeLormin
 55%
Use
Generic
Drugs
 PhP
3.15
Retail
Cost
of
1
MeLormin
HCl
Tab
 Consump-on:
2x/Day
Market
Size:
PhP
1.2
Billion
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

33. 
Market
Size
(Business
Monitor
Interna-onal
Data)
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

34. Market
Size
(International
Data)
 Philippine
Pharmaceu-cal
Industry
 PhP116
Trillion
 Share
of
Oral
An--­‐Diabe-cs
 3%
or
PhP3.5
Billion
 Share
of
MeLormin
 31%
or
PhP1.08
Billion
Market
Size:
PhP
1.08
Billion
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

35. Market
Size
(Company)
 RiteMed
Revenue
 PhP
5.29
Billion
 Share
of
Oral
An--­‐Diabe-cs
 2.59%
or
PhP
1.5
Billion
Market
Size:
PhP
1.5
Billion
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

36. Market
Size
 Local
Data:
PhP1.2
Billion
 Interna-onal
Data:
PhP1.08
Billion
 Company
Data:
Php1.5
Billion
Market
Size:
PhP
1
to
1.5
Billion
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

37. 
Marketing
Mix
Strategy
Part
II
of
II

38. Part
2:
Step
6
of
10
Product

39. Metformin
HCl
Leaders
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

40. 
RiteMed
Metformin
HCl
Product
Feature
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

41. 
RiteMed
Metformin
HCl
Product
Feature
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

42. Product
Information
 Contents:
 MeLormin
HCl
 Indica-ons:
 Type
2
diabetes
inadequately
controlled
by
diet
and
exercise
alone.
 Dosage:
 Ini-ally
500
mg
every
12
hr,
dose
may
be
gradualy
increased
to
a
max
of
2250
mg
daily.
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

43. Product
Information
 Administra-on:
 Administered
with
Aper
Meals
 Contraindica-ons:
 Renal
Impairment,
Conges-ve
Heart
Failure,
Acute
or
Chronic
Metabolic
Acidosis.
 Special
Precau-ons:
 Elderly,
Hepa-c
and
Renal
impairment
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

44. Product
Information
 Adverse
Drug
Reac-ons:
 Anorexia,
nausea,
vomi-ng,
diarrhea,
lac-c
acidosis,
decreased
vit
B12
absorp-on
 Prepara-on:
 In
500
mg
and
850
mg
tablets
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

45. Part
2:
Step
7
of
10
Price

46. Price
 20-­‐80%
Less
Compared
to
Branded
Equivalents
Brand
Price
per
Tablet
Percentage
(500mg
Preparation)
(PhP)
Price
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
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

47. Price
 20-­‐80%
Less
Compared
to
Branded
Equivalents
Brand
Price
per
Tablet
Percentage
(500mg
Preparation)
(PhP)
Price
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
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

48. Price
 Cheapest
Drug
Available
in
the
Market
 43%
Cheaper
Than
Industry
Average
 Main
market
strategy:
Price
leader
 Cheapest
Alterna-ve
for
MeLormin
 While
Assuring
Quality
and
Efficacy
of
Product
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

49. Part
2:
Step
8
of
10
Promotion

50. Promotional
Strategies
 Adver-sements
 Tri-­‐Media
 Public
Rela-ons
 Corporate
Social
Responsibility,
Partnership
with
Public/Private
Sector(s)
 Marke-ng
 Sales
Representa-ves
 Health
Educa-on
Campaigns
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

51. Advertisements
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

52. 
Advertisements
Videos/Broadcast
Media
View
From:
http://www.youtube.com/watch?v=n1LHtncXXPA&feature=related
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

53. 
Corporate
Social
Responsibility
Commitment
to
Community
&
Health
Educa-on
Campaigns
Educational
Campaigns
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

54. 
Sales
Representatives
Human
Resources
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

55. 
Proposed
Marketing
Strategies
I
of
III:
Redesigning
RiteMed
Logo
 Maximize
Brand
Recognition
between
Unilab
and
RiteMed:
 Highlight
Features:
Unilab
for
Quality
&
RiteMed
for
Price
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

56. 
Proposed
Marketing
Strategies
II
of
III:
Branding
a
Product
 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
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

57. 
Proposed
Marketing
Strategies
III
of
III:
Maximize
Price
Leadership
 Maximize
Position
as
Price
Leader
 Inform
Target
Market
of
Price
&
Price
Difference
P 3.15 !
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

58. Competitors
 Direct
Compe-tors
(Branded)
with
No
Broadcast
Media:

Boie

NextChem

Brigon

Pharma
Nutria

Health
Saver

Sanofi-­‐Aven-s

Ligman

Winthrop

Metro
Drug

Zuellig

Metrolink
Pharm

Natrapharm
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

59. Competitors
 Direct
Compe-tors
(Branded)
with
No
Broadcast
Media
But
Rely
on:
 Medical
Sales
Representa-ves
 Giving
free
Product
Samples
 Product
Peripherals
 Sponsorship
Programs
(Events,
purchases)
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

60. Competitors
 Leading
Pharmaceu-cals
with
no
MeLormin
Products:
 Pfizer
Inc.
 Wyeth
Philippines
 AstraZeneca
 Bristol-­‐Myers
Squib
 Novar-s
 Abog
Lab
 Roche
Philippines
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

61. 
Competitors
(Generic)
Videos/Broadcast
Media
View
From:
hgp://www.youtube.com/watch?v=Z2ocsYU2i-­‐s&feature=player_embedded
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

62. 
Competitors
(Generic)
Videos/Broadcast
Media
View
From:
hgp://www.youtube.com/watch?v=OGufEVhhf3Y&feature=related
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

63. Part
2:
Step
9
of
10
Place

64. 
Place
Available
in
Leading
Pharmacies
Na-onwide
 Uses
Logis-cal
Leverage
of
Unilab
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

65. Part
2:
Step
10
of
10
Generic
Winning
Strategy

66. 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
&
Logis-cal
Capacity
 Maximizes
Unilab
Brand
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

67. Generic
Winning
Strategy
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

68. 
Summary
Steps
1
to
10

69. 
Five
Steps
Part
I
of
II:
PTM
and
Posi-oning
1.
Target
Market:
Diabetes
Type
2
Patients
2.
NWE:
Optimal
Glycemic
Control
3.
Choice:
Branded
and/or
Generic
Medications
4.
Gap:
Low-­‐Cost
High-­‐Quality
Drugs
5.
Market
Size:
PhP2.3
Billion
(Total)
PhP1.5
Billion
Niche
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

70. 
Five
Steps
Part
II
of
II:
Marke-ng
Mix
&
Strategy
6.
Product:
Metformin
HCl
from
RiteMed
7.
Price:
20-­‐80%
less
of
Branded
Price
8.
Promotion:
Redesigning
RiteMed
Logo
Branding
the
Product
Maximize
Price
Leadership
9.
Place:
Unilab
Network,
Nationwide
10.
Strategy:
Branded
Generics
(Low
Cost
&
High
Quality)
10
Step
Marke-ng
Plan
for
RiteMed
MeLormin:
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
*
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

71. 10
Step
Marketing
Plan
for
RiteMed
Metformin
HCl
08
January
2011
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy

72. All
informaCon
obtained
and
presented
herein
are
plainly
for
academic
purposes.
Please
refrain
from
ciCng
data
without
consent
from
authors.
08
January
2011
Jus-ne
Andrea
C.
Paredes
*
Marie
Isobelle
E.
Ramos
*
Jose
Mariano
T.
Tan
Mikhail
G.
Tenazas
*
Maria
Ellaine
Grace
K.
Uy