1. 10 Step Marketing Plan
for RiteMed Metformin
Mikhail G. Tenazas

2. Positioning to the
Primary Target
Market

3. Part 1: Steps 1 to 5
1. Target Market
2. Needs, Wants, Expectations
3. Choices (Competitors)
4. Opportunity (Gap)
5. Market Size (3 Cs)

4. Primary target
market
Demographics
People afflicted with Diabetes Mellitus Type II
Belonging to low-income bracket
Spans/covers all ages, sexes, genders

5. Primary target
market
Lifestyle
Blue-collar workers, unemployed, underemployed
People with unhealthy lifestyles
Poor eating habits
Intake of fatty foods
Poor exercise habits

6. Primary target
market
Behavior

7. FOOD
WATER
SHELTER
HEALTH
GOOD HEALTH ENABLES ONE TO
ACHIEVE SELF-DEVELOPMENT
FEELING GOOD ABOUT
ONESELF WHEN ONE IS
DISEASE-FREE
Primary target
market

8. 2. Needs, Wants,
Expectations
Target market
Needs: physiological (health), self-esteem, self-
actualization
Wants: affordability, good quality, reliability
Expectations: improvement in symptoms, better
health

9. 3a. RiteMed
Metformin
has many
competitorsDirect:
Natrapharm
GlaxoSmithKline
Zuellig
Boie
Britton
Health Saver
Littman
Metro Drug
NextChem
Pharma Nutria
Sanofi-Aventis
Winthrop

10. 3a. RiteMed
Metformin
has many
competitorsIndirect:
Diet modification, fitness gyms, self-prescription,
non-compliance
Variables:
Age, price, packaging, frequency and
convenience of use, availability, brand popularity,
doctor’s prescription

11. 3b. Competitive
Position Map
2 most critical variables:
Price
Brand popularity

12. RiteMed: Generic
Medicine
Price/
Positioning
Matrix
Relatively
Unknown
Popular
Relatively
Popular
Very
Popular
High Price
Low Price
ZuelligZuellig
UnilabUnilab
MetroMetro
drugdrug
Sanofi-Sanofi-
AventisAventis
NatrapharNatraphar
mm
Pharma-Pharma-
nutrianutria
BoieBoie
BrittonBritton
WinthroWinthro
pp
LittmanLittman

13. 4. RiteMed’s Metformin is
positioned as an Effective
yet Affordable Generic
Medicine
RiteMed has the only Metformin (Anti-DM drug) that is…
✓ Generic and affordable
✓ Effective and of top quality
✓ Readily found in the market
✓ Supported by United Laboratories (RiteMed being a
subsidiary)
✓ Unique in its position

14. Part 2: Steps 6-10
6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy Mix

15. 5. Market Size

16. 5a. Based on
competitor data

17. 5a. Based on
competitor data,
market size is P8.036
B
GlaxoSmithKline has P 1.125 billion
GSK has a market share of around 14%
Then total market size is 1.125M/0.14 = P8.036 B

18. 5b. Based on company
data, where RiteMed
share is 2% market size is
P5.29 B
RiteMed Philippines data:
RiteMed sales is P105 Million
RiteMed has a market share
of around 2%
Then total TB drug market is
P105 m/0.02 = P 5.29
Billion

19. 5a. Based on customer
data, market size isP1.167
B
Prevalence of diabetes = 5.037 M
Cost of treatment:
P3.09 per tab x 2 daily x 365 = P2,257.16
Total cost = 5.037 x 2,257.16 = P11.4 B

20. 5. Conclude that
market size is P8.0 B
Competitor data = P 8.036 B
P7,882 x 150,000 = P 5.29 B
Market size = P 11.4 B

21. 6a. Photo

22. 6b. Product
Description
Contents: Metformin HCl
Indications: Type 2 diabetes inadequately controlled by diet and exercise alone.
Dosage: Initially 500 mg every 12 hr, dose may be gradualy increased to a max of
2250 mg daily.
Administration: Should be taken with food
Contraindications: Renal impairment, CHF requiring pharmacologic treatment,
acute or chronic metabolic acidosis
Special Precautions: Elderly, hepatic and renal impairment
Adverse Drug Reactions: Anorexia, nausea, vomiting, diarrhea, lactic acidosis,
decreased vit B12 absorption
Preparation: In 500 mg and 850 mg tablets

23. 7. Price
RiteMed Metformin
most affordable Metformin (500 mg), priced at P
3.09 per tablet.
Main market strategy: Price leader
providing a cheap alternative for Metformin
while assuring quality and efficacy of drugs

24. Price Comparison

25. 8a. Promotion
Present Strategies
Advertising: Television and Radio
Public Relations: Corporate Social Responsibility
Direct Marketing: Sales Representatives

26. 8a. Promotion

27. 8a. Promotion
SALES REPRESENTATIVES

28. 8a. Promotion
CORPORATE SOCIAL
RESPONSIBILITY

29. Personal
Suggestions
Advertising:
Advertise heavily on TV, print, and
radio
Focus on product’s affordability
while emphasizing quality
Sponsorship of events (seminars,
workshops, conferences)

30. Public Relations
Emphasis on corporate
social responsibility
Sponsorship of charity
programs
Involvement in medical
missions, giving away
free drugs

31. Public Relations
Partnership with NGOs
Partnership with
government programs

32. Personal selling
Sales reps
Massive
marketing
push

33. 8b. Competitor
Promo
Leading Pharmaceuticals with no Metformin products:
Pfizer Inc
Wyeth Philippines
AstraZeneca
Bristol-Myers Squib
Novartis
Abott Lab
Roche Philippines

34. 8b. Competitor
Promo
Branded Medicine Competitors:
Natrapharm
Boie
GlaxoSmithKline
Britton
Health Saver
Littman
Metro Drug
NextChem
Pharma Nutria
Sanofi-Aventis
Winthrop
Zuellig
Less reliance on broadcast media adsHeavily
reliant on:Sales RepresentativesProduct
SamplesSponsorship of events, conferences,
etc.
• Sales RepresentativesProduct
SamplesSponsorship of events,
conferences, etc.

35. 8b. Competitor
Promo
Generic Medicine Competitors:

36. 8b. Competitor
Promo
Generic Medicine Competitors:

37. 9. Place
RiteMed is available in all Major Pharmacies Nationwide

38. 10. Generic Winning
Strategy
Low cost products but safe and effective
Affordable generic medicines of top quality

39. Summary
5 steps for Part 1
1. RiteMed target market are diabetic patients in the low-
income bracket
2. Who want to be healthy
3. Can choose RiteMed, etc.
4. Gap: absence of affordable, effective generic drugs
5. Market size is P 8.0 Billion. RiteMed niche is P107 million

40. Summary
5 Steps for Part 2
Product: RiteMed Metformin
Price: 20-80% lower-priced than competitors; price leader
Promo: uses TV, radio, print, sales reps
Place: distributed nationwide in all leading pharmacies
Generic winning strategy mix: safe, effective, affordable
generic drugs