Group3 Mktgplan 2021 Bfhomes

Marketing Plan February 14, 2021
MHM-MBA MIPSS BF HOMES

GROUP 3
ABUBO, Anthony Lester M.
AGUILAR, Ardie A.
PAGUNSAN, Cirilo V.
SAN LUIS, Vivian Daly M.
EXECUTIVE SUMMARY
Pharmaceutical companies/Pharmacy businesses in a third-world country like
ours have a moral obligation to act ethically, responsibly, and transparently which play
an essential role for effective healthcare strategies and services. And it is through this
principle that we are guided and thereafter pattern our strategies and services.
Centaur Pharmacy has been serving the healthcare needs of people for over ten
years. It is a medium-scale retail drugstore that has been operating since October 10,
2010. It is located in the heart of Manila, in Dimasalang, Sampaloc, in front of St. Jude
Hospital and Medical Center. The staff, consisting of one registered-pharmacist and two
pharmacy-assistants, is very well-trained and are continuously updated with the latest
seminars being offered and certified by the Food and Drug Administration. To put clarity
and emphasis, we work on the tagline “Eksperto Sa Generics” to highlight our brand’s
mission and purpose. The store’s floor size is 15sqm (with 15sqm as the minimum
requirement of the FDA for operation) with a monthly rental fee of Php9,000 and with its
own line of Meralco and Maynilad metered connections. The store’s operating hours is
Monday to Sunday, from 8am to 8pm. It will soon open four more branches in South
Luzon, the properties where these will be built will be funded via PAGIBIG financing.
GROUP 3
ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
Centaur Pharmacy also offers the following:
1. Free medical check-up once weekly
2. Quarterly laboratory package for a discounted fee of Php250 per patient,
consisting of 12L-ECG, CBC, FBS, serum creatinine, serum uric acid,
cholesterol, SGPT and urinalysis
3. Free BP monitoring
4. Random blood sugar monitoring by glucometer for a minimal fee of
Php50/strip
Chronic illnesses like hypertension, diabetes type 2, gouty arthritis, to name a
few, remain to be the top debilitating diseases of the Filipinos. The objective of Centaur
Pharmacy is to provide excellent health for all by easy accessibility and marked
affordability.
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GROUP 3
INTRODUCTION
Though a quarter of the Filipino population lives in dire poverty, the per capita
income of the Filipino population is $7,282 dollars that is almost $2,000 more than that
of India ($5,350). This automatically means that the Filipino population is wealthier, thus
being able to spend more on quality medication.
Despite there being generic counterparts to branded drugs, much of the
population opt into consuming branded drugs that are of a higher price. This is often
due to the belief that higher priced drugs will be of a superior quality. Though generic
drug pricing and the Botika ng Barangay (BnB) programme do exist in the Philippines,
the biggest task for the government continues to be the effective implementation of
these rules.
The Philippines pharmaceutical market is ranked 11 th as the most attractive
pharmaceutical market in the Asia-Pacific market and 3 rd third largest in ASEAN, after
Indonesia and Thailand.
In 1988, the Government legislated the Generic Drugs Act in order to make drugs
more affordable and accessible particularly for the poor. However, the Generics Law
failed to effectively encourage the extensive use of generic prescribing by medical
practitioners. Generic drugs, though cheaper than their branded counterparts, do not
sell due to customers’ lack of information on generic drugs’ safety and efficacy.
In the Philippines, pharmaceutical retail is of two kinds: generic and branded.
Page 3 of 19
GROUP 3
Generic drugs are always less expensive, it costs about thirty percent to eighty
percent less than the brand name drug. Generic drug means more cost-saving to the
consumers.
An example of DPCO (Drug Price Control Order) in India for MNC’S (Multi
National Company) versus open pricing of MNC’s in the Philippines is as follows
Country Dose Manufacturer Brand Price

Name /
Generic
India 250mg/100 tab SmithKline Beecham Amoxil $ 10
Philippines 250mg/100 tab SmithKline Beecham Amoxil $ 29
India 150mg/100 tab Glaxo Zantac $3
Philippines 150mg/100 tab Glaxo Zantac $ 95
 Source: Dr. K Balasubramaniam. “Retail Prices in Asia-Pacific Region”, HAI
News, No 86ec 1995
From the table above, it is evident that any pharmaceutical company interested in
investing in the Philippines stands to make larger profits here.
As for the Law Compliance, The Generics Act of 1988, also known as Republic Act
(RA) 6675, seeks “to promote, require, and ensure the production of an adequate
supply, distribution, use, and acceptance of drugs and medicines identified by the
generics names.” This law was written to ensure sufficient supply of medicines in the
country at the lowest possible cost. In 2008, RA 9502 (Universally Accessible and
Quality Medicines Act of 2008) amended the Generics Act by prescribing more severe
penalties to those who fail to comply with Section 6 of the law. Drug manufacturers were
Page 4 of 19
GROUP 3
also required to include prominent labeling regarding equivalent therapeutic efficacy of
generics.
Centaur Pharmacy started by two physicians who once conducted free medical
check-ups on a starting retail drugstore of their friend, from then on the concept of
having an owned retail drugstore entrepreneurship and helping the marginalized sector
of the society as well even reaching the middle-class consumer, started what was once
just an idea. And soon Centaur Pharmacy will be having four branches located in
Southern Luzon.
Page 5 of 19
GROUP 3
Centaur Pharmacy Income Statement for Year January 28,2020 March 28,2020
Revenues Year to Date This Year Year to Date Last Year

Sales-Drugs 2,220,000 pesos 2,000,000
Non-Meds (Galenicals) 3,200,000 pesos 2,800,000
Total Revenues 5,400,000 4,800,000
Table # 1
ENVIRONMENTAL ANALYSIS
Strengths Weakness Opportunities Threats
STAFF Affiliated There are only 2 Need another Loyalty of the

pharmacists assistant pharmacist affiliated
are trained in pharmacists and who is willing pharmacist is
product, 1 licensed to be trained. questionable
procedure and pharmacist. most
technology for
especially
inventory
when piracy
monitoring and
recording plus from the other
timely ordering pharmacy is
rampant.
SERVICE Centaur Sometimes Improve the There is

Pharmacy has others refilling of competition
the complete medications are medications by with nearby
facility for not being proper hospitals that
branded and replenished inventory. May offer the same
weekly. There is
generic have weekly service
a delay in the
medicines. It free medical
release of the
also offers official results, check-up
blood chemistry instead of
laboratory and monthly that
ECG and a may help in
once a month increasing the
Page 6 of 19
GROUP 3
free medical revenue,
check-up. It is
open from
Mondays to
Sundays and
even holidays
TECHNOLOGY The pharmacy Preventive Avail brand Nearby

uses point-of- maintenance is new POS. pharmacies
sale system technician use also POS.
that automates dependent. The
the inventory. It CPUs used for
is being used to the POS are
program the second hand.
sales, Currently, POS
promotions and needs to be
discounts. repaired.
PRICING Centaur There is little Possible tie up Other

Pharmacy room to lower with a pharmacies/in
offers the prices. government stitutions may
competitively agency/clinics offer
priced to compensate medicines at a
medicines. the price with lower price
patient volume and steal our
market.
BENEFITS The Centaur Some Provide an Other
Pharmacy customers/peopl effective pharmacies
offers once a e are not aware information also offer free
month medical regarding the campaign to medical check-
check-up free medical- the people ups
check-up regarding this
privilege.
LOCATION Centaur Can only be Creating a Other
Pharmacy is accessible by cellphone pharmacies
accessible by walking during application/ have already
car, tricycle, rush hour and Tie- up with started
taxi and even rainy season. delivery collaboration
by walking. It is services is with delivery
Page 7 of 19
GROUP 3
located being eyed to applications/co
strategically deliver the mpanies for
near medicine right the movement
commercial and at their of their
residential doorsteps. products
areas. It has its
own parking
space.
PHARMACY There is Floor design, Renovation of The nearby
LAY OUT adequate site conditions the pharmacy pharmacies
space for the and equipments' is being eyed have more
customers wish size have been to spacious
to buy overlooked. accommodate buildings.
medicines more
customers/pati
ents.
PROMOTIONS Centaur Pharmacy Suppliers of Other
Pharmacy has advertisement is the medicines pharmacies
been providing aimed at can help with have been
quality medicines and the promotions promoting their
medicines not to its tie-up through services
since 2018 with laboratory marketing
ahead of
nor its free support fund.
Centaur
medical check-
up. No other pharmacy.
advertisement
was done aside
from word of
mouth to the
employees of
St. Jude
Hospital.
PORTER’S 5 FORCES
1. Competitive Rivalry HIGH
Page 8 of 19
GROUP 3
Certain institutions such as The Generics Pharmacy, Mercury Drug and St. Jude
Hospital Pharmacy. Some offer low priced medicines with other benefits.
2. Threat of Substitution HIGH
Existing nearby Pharmacies may consider to add variety of medicines.
3. Bargaining Power of Customers LOW
Pricing is similar compared to the other pharmacies. There is little room to lower the
prices.
4. Bargaining Power of Suppliers MEDIUM
Most of the medicines come from Bambang. Other pharmacies get their medicines from
Bambang.
5. Threat of new entry HIGH
Other people may also consider putting up a pharmacy since it is near to hospitals and
clinics even though the capital is high. Centaur Pharmacy is still not yet known to other
places.
MARKETING OBJECTIVES
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GROUP 3
Key Result Areas
1. Sales / Services
The Target increase in sales of 6% in the year 2021 compared to the previous
year
2. Profit
The Pharmacy is estimated to make an annual increase in profit of 54% in the
year 2021 compared to the previous year
3. Market Share
The Philippines pharmaceutical market is valued at $960 million in 2001.
Approximately 69% of market is controlled by the multinational companies
(MNC’s), whilst the remaining 31% belongs to the generic companies.
Mercury Drug Store
Sales: 48 billion est.
-operates a national chain of more than 800 drugstores, including company-
owned and franchised store. Estimated to sell as much as 60% of all medicines
sold each year in the Philippines. It follows the American model, combining drug
and medical equipment sales with over-the-counter medicines, personal care
items, basic household needs, cosmetics and other beauty products.
The Generic Pharmacy
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GROUP 3
-more than 1,000 branches in Northern Luzon Southern Tagalog, Metro Manila
and the Bicol Region, including VisMin region.
TARGET MARKET
The primary target market is the residents living nearby Dimasalang, Sampaloc,
Manila and nearby Barangays. We cater to all ages and gender, but more specifically to
elderly patients who have their maintenance medications a necessity. The target market
is the lower to middles class population.
The secondary target market is the blue-collar worker who does not have
medical benefits from his/her company and is receiving subsistence wage. Typical poor
Filipino whose job is in the informal sector of economy. Small entrepreneurs can also be
identified as one of the target market.
A. Geographic
Manila is known to be the most densely populated area in the world as of 2018. It
is composed of 16 districts. Centaur Pharmacy is located in Dimasalang St., Sampaloc
Manila. The Dimasalang Street is a major road between the districts
of Sampaloc and Santa Cruz in the City of Manila. Running 1.9 kilometers (1.2 mi) in
the north-south direction, it connects Lacson Avenue and Laon Laan Street
to Blumentritt Road, near the city's border with Quezon City.
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GROUP 3
The entire route is designated as National Route 162 (N162) of the Philippine
highway network and a component of Radial Road 8 of the Metro Manila arterial road
system.
Nearby Areas Population Distance from

Centaur Pharmacy
Manila 1.7 million N/A
Makati 583 thousand 1.0 Km
Mandaluyong 386 thousand 2.6 Km
San Juan 122 thousand 4.3 Km
Pasig 755 thousand 7.6 Km
Quezon City 2.9 million 12 Km
Page 12 of 19
GROUP 3
There are 3 nearby pharmacies within the 10km radius of Centaur Pharmacy.
These pharmacies are namely The Generics Pharmacy, Mercury Drug and St. Jude
Hospital Pharmacy.
Nearby Competitors Distance from Centaur Pharmacy

The Generics Pharmacy 1.1 Km
Mercury Drugstore 1.1 Km
St. Jude Hospital Pharmacy 0.05 Km
Page 13 of 19
GROUP 3
B. Demographics
For this marketing plan, Centaur Pharmacy will provide accessible and affordable
medicines to Manila residents as well as its nearby cities, across all ages. The Centaur
Pharmacy will most likely provide medicines to the patients/ relatives of the patients of
the nearby hospitals who will be buying quality and affordable medicines. Majority of
these residents in Metro Manila belong to the middle-income class. Our target market
shows people who are health-conscious.
C. Psychographics
Majority of our market are health-conscious. They may be patients with
comorbidities, or just simply buying multivitamins to boost their immune system. They
acquire information through health ads, from the internet, word of mouth from
employees of the hospitals, their relatives and friends.
Page 14 of 19
GROUP 3
POSITIONING STATEMENT
Product Positioning
Centaur Pharmacy is positioned as one of the most trusted and reliable
pharmacy in its vicinity. Throughout its 10 years of operation, it never fails to conduct a
once-weekly free medical examination. The people will no longer have to worry about
needing to go to the hospital for a simple check-up of a minor ailment or no longer have
to immerse in long lines in the health center just for a prescription. The customer
satisfaction is met because they are treated equally and fairly despite the free utilization
of service.
Brand Positioning
Centaur Pharmacy – Eksperto Sa Generics. Health For All. Accessible. Affordable.
Page 15 of 19
GROUP 3
PRODUCT:
Centaur Pharmacy – Dimasalang, Sampaloc, Manila offers a wide range of
product, not only affordable, new and potent medications but as well as other necessary
products for hospital use and monthly diagnostic promos.
PRICE:
PRODUCTS CENTAUR MERCURY THE GENERICS

PHARMACY DRUGS PHARMACY
Metformin 500mg 1.25 1.25 1.25
Amlodipine 5mg 4.50 4.50 4.50
Losartan 100mg 9.00 9.00 9.00
Cefalexin 500mg 5.25 5.25 5.25
Co-Amoxiclav 25.00 25.00 25.00
625mg
Cefuroxime 32.75 32.75 32.75
500mg
Ascorbic acid 1.25 1.25 1.25
500mg
Clindamycin 10.00 10.00 10.00
500mg
Omeprazole 9.00 9.00 9.00
40mg
PLACE:
The place is accessible by all types of transportation and it is only 100 meters
away from St. Jude Hospital & Med ical Center, 200 meters away from Dangwa and 700
meters away from Infant Jesus Hospital, these places are mostly the main target
population of the pharmacy.
Page 16 of 19
GROUP 3
PROMOTION:
Promotions include Free monthly check-ups, BP monitoring and a laboratory
package worth 250 pesos which includes CBC, FBS, cholesterol, SGPT, serum uric acid,
creatinine, urinalysis and 12L-ECG.
Advertisements will be disseminated mainly via Social Media with reinforcement
print ads, brochures and leaflets.
CHART OF ACTIVITIES:
MONTH ACTIVITIES BUDGET

JANUARY Free weekly check-up and BP Php 4,000 PF of MD
monitoring; Blood chemistry and Donations
diagnostic package worth 250
pesos; brochures, leaflets and
print ads
FEBRUARY Free weekly check-up and BP Php 4,000 PF of MD
pesos; Free FBS screening
MARCH Free weekly check-up and BP Php 4,000 PF of MD
pesos; Public Health Lectures
APRIL Free weekly check-up and BP Php 4,000 PF of MD
print ads
MAY Free weekly check-up and BP Php 4,000 PF of MD
pesos; Publics Health Lectures
JUNE Free weekly check-up and BP Php 4,000 PF of MD
Page 17 of 19
GROUP 3
pesos
JULY Free weekly check-up and BP Php 4,000 PF of MD
print ads
AUGUST Free weekly check-up and BP Php 4,000 PF of MD
pesos; Public Health Lectures
SEPTEMBER Free weekly check-up and BP Php 4,000 PF of MD
pesos
OCTOBER Free weekly check-up and BP Php 4,000 PF of MD
print ads
NOVEMBER Free weekly check-up and BP Php 4,000 PF of MD
diagnostic package worth 250 Php 3,500 Printing service
pesos; Public Health Lectures;
Printing of Calendar give-aways
DECEMBER Free weekly check-up and BP Php 4,000 PF of MD
diagnostic package worth 250 Php 2,000 Printing service
pesos; raffle coupons for
consumers with a single receipt
purchase of 1,500 pesos
Page 18 of 19
GROUP 3
OUR DEEPEST GRATITUDE TO OUR BELOVED MENTOR,
DRA. FRANCE MANTO
FOR ALL THE HELPFUL AND MEMORABLE KNOWLEDGE YOU HAVE TAUGHT US
ABOUT MARKETING! 
MAY GOD BLESS YOU ALWAYS 
E N D
Page 19 of 19

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Marketing Plan February 14, 2021

MHM-MBA MIPSS BF HOMES

Pharmaceutical companies/Pharmacy businesses in a third-world country like

Centaur Pharmacy also offers the following:

1. Free medical check-up once weekly

2. Quarterly laboratory package for a discounted fee of Php250 per patient,

consisting of 12L-ECG, CBC, FBS, serum creatinine, serum uric acid,

cholesterol, SGPT and urinalysis

4. Random blood sugar monitoring by glucometer for a minimal fee of

Chronic illnesses like hypertension, diabetes type 2, gouty arthritis, to name a

being able to spend more on quality medication.

Despite there being generic counterparts to branded drugs, much of the

The Philippines pharmaceutical market is ranked 11 th as the most attractive

Indonesia and Thailand.

failed to effectively encourage the extensive use of generic prescribing by medical

In the Philippines, pharmaceutical retail is of two kinds: generic and branded.

National Company) versus open pricing of MNC’s in the Philippines is as follows

Country Dose Manufacturer Brand Price

investing in the Philippines stands to make larger profits here.

Revenues Year to Date This Year Year to Date Last Year

Strengths Weakness Opportunities Threats

STAFF Affiliated There are only 2 Need another Loyalty of the

SERVICE Centaur Sometimes Improve the There is

TECHNOLOGY The pharmacy Preventive Avail brand Nearby

PRICING Centaur There is little Possible tie up Other

1. Competitive Rivalry HIGH

2. Threat of Substitution HIGH

Existing nearby Pharmacies may consider to add variety of medicines.

3. Bargaining Power of Customers LOW

4. Bargaining Power of Suppliers MEDIUM

5. Threat of new entry HIGH

The Pharmacy is estimated to make an annual increase in profit of 54% in the

year 2021 compared to the previous year

The Philippines pharmaceutical market is valued at $960 million in 2001.

Approximately 69% of market is controlled by the multinational companies

(MNC’s), whilst the remaining 31% belongs to the generic companies.

Mercury Drug Store

Sales: 48 billion est.

-operates a national chain of more than 800 drugstores, including company-

and medical equipment sales with over-the-counter medicines, personal care

items, basic household needs, cosmetics and other beauty products.

The Generic Pharmacy

and the Bicol Region, including VisMin region.

is the lower to middles class population.

identified as one of the target market.

is composed of 16 districts. Centaur Pharmacy is located in Dimasalang St., Sampaloc

Manila. The Dimasalang Street is a major road between the districts

of Sampaloc and Santa Cruz in the City of Manila. Running 1.9 kilometers (1.2 mi) in

the north-south direction, it connects Lacson Avenue and Laon Laan Street

to Blumentritt Road, near the city's border with Quezon City.

Nearby Areas Population Distance from

Nearby Competitors Distance from Centaur Pharmacy

shows people who are health-conscious.

Majority of our market are health-conscious. They may be patients with

employees of the hospitals, their relatives and friends.

Centaur Pharmacy is positioned as one of the most trusted and reliable

Centaur Pharmacy – Eksperto Sa Generics. Health For All. Accessible. Affordable.

Centaur Pharmacy – Dimasalang, Sampaloc, Manila offers a wide range of

products for hospital use and monthly diagnostic promos.

PRODUCTS CENTAUR MERCURY THE GENERICS

population of the pharmacy.

Promotions include Free monthly check-ups, BP monitoring and a laboratory

creatinine, urinalysis and 12L-ECG.

Advertisements will be disseminated mainly via Social Media with reinforcement