1. 10 Step Marketing Plan for Generics Pharmacy Group 2 July 1, 2011 genericspharmacyv54.blogspot.com

2. 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 genericspharmacyv54.blogspot.com

5. Step 6 to 10 6. Product 7. Price 8. Promo 9. Place 10. Generic winning strategy of Mix genericspharmacyv54.blogspot.com

7. 1. Generics Pharmacy’s Primary Target Market Demographics : Age range – 18 to 65 years old Sex – male / female Social class – B, C, D, and E Marital status – no specific status genericspharmacyv54.blogspot.com

8. 1. Generics Pharmacy’s Primary Target Market Lifestyle : (those who want to achieve a) Thrifty lifestyle – those who are budget conscious, who wants to save money and cut their expenses but does not want to miss out quality. genericspharmacyv54.blogspot.com

9. 1. Generics Pharmacy’s Primary Target Market Behavior: Products sold in Generics Pharmacy are medicines. After several takes or what is prescribed by the doctor, consumers might be well or might feel better. genericspharmacyv54.blogspot.com

10. 2. Consumers wants a good quality medicine at affordable price Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need cheaper medicine with the same quality of branded equivalents I need to buy medicine whenever I’m sick or I need to prevent myself from sickness I want a good quality medicine but at a lower price genericspharmacyv54.blogspot.com

11. 2. Consumers need, want & demand is a good quality medicine at an affordable price. Shoppers needs a store that offers good quality medicine Shoppers wants a medicine at a lower price Shopper Demands: Shopper looks for a store that offers good quality medicine at a lower price. genericspharmacyv54.blogspot.com

13. The Generic Pharmacy is perceived by consumer as a store that provides good quality with low price Perceived Quality vs Price Matrix as of 2011 genericspharmacyv54.blogspot.com Price/ Perceived Quality Matrix Average Above Average Excellent High Price Low Price

14. Low prices are said to be the most important factor for the consumers when buying a product What factors are important to you when selecting a store? genericspharmacyv54.blogspot.com

15. Most of the Drugstores Positioning is having a Good Quality Medicines Benefit Positioning vs. Brand Matrix genericspharmacyv54.blogspot.com Functional Benefit The Generics Pharmacy South Star Drug Store Generika drugstores Mercury Drug Store Lower price Good Quality Convenient location Free service- dial a doctor/blood pressure/consultation/delivery Open 24 hours Value card

22. 6a. Generics Pharmacy genericspharmacyv54.blogspot.com

23. 6a. Generic Pharmacy vs. competition genericspharmacyv54.blogspot.com

25. 7. TGP medicines are 30% to 80% lower than the branded medicines Headache Colds Price Difference 3.40 Price Difference .75 genericspharmacyv54.blogspot.com Neozep 500mg- 4.00 Coldzep 500mg- 3.25 Biogesic 500mg- 4.00 Fevergan500mg- .60

27. 7. Price genericspharmacyv54.blogspot.com Branded Price Generics Price Savings (%) Hypertension Atenolol 50mg 36.00 4.50 88 Clopidogrel 75mg 61.00 23.00 62 Felodipine 5mg 49.00 36.00 62 Losartan 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 48 Salbutamol 2mg 7.00 0.50 93 Terbutaline 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 88 Co-Trimoxazole 800/160mg 37.00 2.10 94 Doxycycline 100mg 132.00 2.00 98 Ofloxacin 400mg 84.00 17.00 80 Allergy Cetirizine 10mg 44.00 8.00 82 Loratadine 10mg 20.00 7.00 65 Diarrhea Loperamide 2mg 15.00 1.30 91

28. 8a. The Generics Pharmacy used Advertising, PR, Events Experiences & Word of Mouth 1 3 5 4 2 genericspharmacyv54.blogspot.com

29. TGP Commercials are about Making the Right Decisions of a Husband/Wife One of the right decisions they made was by choosing medicines from Generics Pharmacy genericspharmacyv54.blogspot.com

30. TGP had Several Interviews on Business Talk Shows genericspharmacyv54.blogspot.com

36. TGP Promotes through Civic Services and Government’s Campaign A Way to Touch the Heart of Many Filipinos. genericspharmacyv54.blogspot.com

38. Mercury Drug Store’s Suki Card They provides discounts on a certain period genericspharmacyv54.blogspot.com

46. 10 Step Marketing Plan for Generics Pharmacy Group 2 July 1, 2011 genericspharmacyv54.blogspot.com