Circulatory Shock, types and stages, compensatory mechanisms
Ten Step Marketing Plan for RiteMed Metformin HCl
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
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
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
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
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
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
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
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
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