10 Step Marketing Plan for RiteMed Metformin HCl Submitted by: Paredes, Ramos, Tan JM, Tenazas, Uy MEG Presented during the Plenary Competition of the 6 best product marketing plans Voted as best presentation: Ritemed Metformin HCl

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33. 10 Step Marketing Plan for RiteMed Metformin HCl 08 January 2011 Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan Mikhail G. Tenazas * Maria Ellaine Grace K. Uy

34. Five Steps Part I of II: PTM and Positioning 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 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

35. Five Steps Part II of II: Marketing 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 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

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

37. Primary Target Market Type II Diabetes Patients Demographics: > 40 years old Social Class C to 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

38. 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

39. 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

40. 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

41. 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

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

43. Maslow’s Hierarchy of Needs Needs, Wants and Expectations Realization of Goals A Foundation of Good 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

44. Developmental Stages of Erik Erikson Needs, Wants and Expectations

45. Needs, Wants and Expectations Developmental Stages of Erik Erikson Middle Adulthood (35 to 55) Generativityvs Stagnation Diseases Produce 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

46. Needs, Wants and Expectations Wants: Quality Assurance: Efficacy Limited Side Effects Low-Cost 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

47. Needs, Wants and Expectations Expectations: Decrease Blood Sugar Level Good Glycemic Control No Disease Progression Controlled Side Effects Good Value!: Low Price 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

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

49. Competitors Direct Competitors (Branded): Boie Britton Health Saver Littman Metro Drug Metrolink Pharm Natrapharm NextChem Pharma Nutria Sanofi-Aventis Winthrop Zuellig 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

50. Competitors Direct Competitors (Generic): The Generics Pharmacy Generika Pharmacy 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

51. Competitors Indirect Competitors: Exercise Diet Herbal Preparations Insulin Secretagogues Thiazolidinediones Alpha-glucosidaseInhibitors Incretin-based Treatments Amylin Analogs 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

52. Competitors Variables: Efficacy: Glycemic Reduction Glycemic Control Reduction of DM Sequelae Safety: Minimal 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

53. Competitors Variables: Price Ease of Treatment Regimen Brand Perception Name Recall Physician Prescription Practice Accessibility Availability 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

54. Position Map Variables: Price Quality: Regulated (BFAD) Quality Perception 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

55. Price-Brand Recall for Quality Matrix Competitive Position Map

56. Price-Brand Recall for Quality Matrix Competitive Position Map

57. Price-Brand Recall for Quality Matrix Competitive Position Map

58. Price-Brand Recall for Quality Matrix Competitive Position Map

59. Price-Brand Recall for Quality Matrix Competitive Position Map

60. Price-Brand Recall for Quality Matrix Competitive Position Map Niche: Only High-Quality & Low-Cost Product in the Market

61. Part 1: Step 4 of 5 Customer-Competition Gap

62. Price-Brand Recall for Quality Matrix Competitive Position Map

63. Price-Brand Recall for Quality Matrix Competitive Position Map

64. Demand-Supply Gap RiteMed Metformin is the only product that: Assures Quality of Branded Products At Price of Generic Drugs Other drugs assure quality at a price of high cost or provide low cost with questionable 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

65. Part 1: Step 5 of 5 Market Size

66. 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

67. Oral Anti-Diabetic Consumption 2007 Market Size (DOH Data & Journals)

68. 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

69. 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

70. 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

71. (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

72. 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: PhP1.08 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

73. Market Size (Company) RiteMed Revenue PhP 5.29 Billion Share of Oral Anti-Diabetics 2.59% or PhP 1.5 Billion Market Size: PhP1.5 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

74. Market Size Local Data: PhP1.2 Billion International Data: PhP1.08 Billion Company Data: Php1.5 Billion Market Size: PhP1 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

75. Marketing Mix Strategy Part II of II

76. Part 2: Step 6 of 10 Product

77. 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

78. 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

79. 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

80. 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 gradualy increased 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

81. 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

82. 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

83. Part 2: Step 7 of 10 Price

84. Price 20-80% Less Compared to Branded Equivalents 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

85. Price 20-80% Less Compared to Branded Equivalents 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

86. Price CheapestDrug Available in the Market 43% Cheaper Than Industry Average Main market strategy: Price leader Cheapest Alternative for 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

87. Part 2: Step 8 of 10 Promotion

90. GOALS GOAL: Increase Generics market share by 10% in 3 years

91. 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

92. 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

93. 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

94. 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

95. 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

96. 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

97. PROPOSED MARKETING STRATEGIES SPECIFIC ACTION PLAN

98. I of III: Redesigning RiteMed Logo Strategy #1: Maximize Brand Recognition Specific Objectives: To maximize brand recognition between Unilab and RiteMed Resources:Marketing department, Graphic artist Timeline: 1 month UNILAB = QUALITY RiteMed = AFFORDABLE 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

99. Specific Objectives: To create immediate identification of RiteMed (Parent Brand) with Metformin To maintain ownership of product such that the brand retains generic drug name Resources: Marketing department, Graphic artist Timeline: 1 month II of III: Branding a Product Strategy #2: Place a Brand Name to Metfromin Generic Drug 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

100. Specific Objectives: To enable consumer price awareness of RiteMedMetformin Resources: Marketing Department, Sales Department Timeline: 1 month III of III: Maximize Price Leadership Strategy #3: Maximize Position as Price Leader P3.09 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

101. Monitoring Survey (target market) Brand knowledge Brand trust Brand association Sales trend Market share Competitor marketing strategies

102. Competitors Direct Competitors (Branded) with No Broadcast Media: Boie Britton Health Saver Littman Metro Drug Metrolink Pharm Natrapharm NextChem Pharma Nutria Sanofi-Aventis Winthrop Zuellig 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

103. 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

104. 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

105. 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

106. 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

107. Part 2: Step 9 of 10 Place

108. 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

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

110. 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

111. 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

112. Summary Steps 1 to 10

113. Five Steps Part I of II: PTM and Positioning 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 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

114. Five Steps Part II of II: Marketing 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 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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149. 10 Step Marketing Plan for RiteMed Metformin HCl 08 January 2011 Justine Andrea C. Paredes * Marie Isobelle E. Ramos * Jose Mariano T. Tan Mikhail G. Tenazas * Maria Ellaine Grace K. Uy

150. Marketing Mix Strategy Part II of II

151. Branded Generics P atent

152. Branded Generics P atent lan

153. Plan Average unit cost of output Underutilization Overutilization Best Operating Level Volume

154. Plan Yesterday Cost or price per unit Today Tomorrow Total accumulated production of units

155. Branded Generics P atent lan rice

156. 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. Tan Mikhail G. Tenazas * Maria Ellaine Grace K. Uy