10 step marketing plan solmux chewtab jea
TRANSCRIPT
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10 STEP Marketing Plan for Solmux Chewtab
Jeanna Marie Santos-SuarezJuly, 2012
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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
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1. Solmux Chewtab PTM are “driven, on-the-go yuppies”
2. Who wants to get cough relief where & when they want
3. Can choose Ascof & Robitussin4. Gap is all other brands offer remedy in a
herbal/tablet/syrup/capsule form5. The cough meds market is derived to be
at P2.5B
Steps 1 to 5
Chewing its way to YOU
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6. Solmux Chewtab is a chewable cough tablet
7. Priced 50% below Robitussin Liquigel but 80% more than Ascof
8. Uses TV, Events & Experiences9. Is distributed nationwide10. Uses the niche approach
Steps 6 to 10
The best part is in the middle
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1. Solmux Chewtab PTM are the driven young professionals
21-29 years old, social class A,B and C, single
Has just started working, driven to reach top of careers, busy lifestyle
Chews 4x a day, and demand instant relief to help them move on with what they do
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2. PTM needs to attain a comfortable working status
7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I will do everything to reach my career goals
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2. Young professionals need to always be on-the-go
Young professionals need to always be on-the-go, gain self-esteem and achieve self actualization especially in their careers
These driven young professionals choose Solmux Chewtab because it provides quick relief from cough that help them always be on-the-go
Yuppies demand instant, quick relief from cough to help them reach the height of their career faster
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3a. There are a lot of cough remedies in the market
Direct : Ascof, Robitussin Indirect : Lagundi leaves,
water with salt and rest Solmux is a trusted brand,
convenience of use (no need of water), fast
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Ascof for
Kids
Solmux is the sole player in the niche market for yuppies
Price/ Age Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
High price
Low Price
Price vs. Age Matrix as of 2011
Robitussin
LiquigelSolmu
x Chewt
ab
Ascof Tab
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Solmux Chewtab instant relief positioning to the young professionals market
Benefit Positioning vs. Brand Matrix
as of 2011
Ascof For Kids Ascof Tab
SOLMUX CAP
SOLMUX CHEWTAB
Robitussin Liquigel
Relief to cough due to common coldsExpectorant help loosen phlegmCan be taken without waterChewableMinty After-TasteSyrup FormCapsule FormTablet form (Not Chewable)Saves MoneyHerbal/Natural Claim
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4. Identify the gap between customers and competition
Solmux Chewtab is the only cough remedy :
That is chewable For young professionals Who wants quick, fast relief to help them
move fast up the ladderNone of the competitors are trying to compete
in this niche. They are concentrating on tablet, capsule and syrup forms
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4. Solmux Chewtab Positioning
Get Relief Now!
Insta Cool Relief
“Get relief where you want, when you want”
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5a. Based on competitor press releases, the cough market is a P2.5B
In 2010Cough Relief Market size : P2.5 Billion
Ascof : 20% Solmux : 40%
Solmux Chewtab : 1%
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http://www.businessmirror.com.ph/home/companies/24989-pascuallab-retains-rank-in-cough-remedy-market
References
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5b. Based on UNILAB data, where Solmux Chewtab share is 20% total market size is P2.5B
1. UNILAB sales data : Chewtab sales may be P25M
2. Chewtab claims market share of 1%
3. Then total cough medicine market size is P25M / .01 = P 2.5B
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5c. Consumer data indicates a size of P10.24B
Cough Medicine usage : 20 Million of 90 Million Filipinos have colds
averaging to 4 days in 2 of 4 rainy months of June-September.
The medicine is taken every 8 hours at 500 mg. Each 500mg cost an average of P16
20M x 2mos x 4 days x 4times x P16 = P10.24B
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6a. Photo of product category
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6a. Photo of product category
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5. Concluded that the cough medicine market is P 2.5B
1. Competitor data= P 2.5B
2. Company data = P 2.5B
3. Customer Usage data = P10.24B
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6a. Show how product looks vs. competition
Direct Competitors
Indirect Competitors
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6b. Product Description
Carbocisteine Solmux Chewtab is a white chewable cough tablet with yellowish brown speckles, round, flat, bevel-edged with cool and minty flavor tablet
www.unilab.com.ph/consumers/products/solmux-500-mg-capsule
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7. PriceChewtab’s price is
positioned in the middle of its two direct competitors. 50% below Robitussin, but
80% aboveAscof
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8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
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8a. Solmux Chewtab Promotions
Solmux Chewtab is a relatively new product that leverages in the fame of its famous anchor brand, Solmux.
Solmux Chewtab should do more sampling activities so people could try the product out.
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8a. More Bundling Promos
More bundling promos with More Famous UNILAB Brands with same PTM.
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8a. Product Sampling
Product Sampling in offices with a large population of young professionals, such as call centers, Makati offices.
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8a. Events appealing to Young Professionals
Organize events that involves activities in groups such as mall & office events.
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8a. Leverage on Social Networking & Blogs
Set up of Facebook pages, Twitter Accounts.Give famous bloggers (included in your PTM) samples of Chewtab & encourage them to blog about it.
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8b. Ascof TVCs, appeal to caring & sigurista moms
TV Commercials
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8b. Ascof Events for Mothers, Raffle from POP
Events Targeting Mothers
Raffles
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8b. Robitussin Liquigel, offering fast release
TV Commercials
Mall Events featuring Endorser
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9. Solmux Chewtab is distributed nationwide via UNILAB distribution channels
Supermarkets, convenience outlets, drugstores
Nationwide Pick up by customers Cash and credit transaction
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10. Solmux Chewtab
Solmux Chewtab’s strategy is to dominate the niche & relatively new market of cough chewable tablets targeting 21-29 year old yuppies.
To date, no other chewable tablet for cough is available in the market.
Has a product priced at the mean of the cough meds market.
Will benefit from UNILAB’s wide distribution channels
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SUMMARY
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1. Solmux Chewtab PTM are “driven, on-the-go yuppies”
2. Who wants to get cough relief where & when they want
3. Can choose Ascof, Robitussin & Allerin4. Gap is all other brands offer remedy in a
herbal/tablet/syrup/capsule form5. The cough meds market is derived to be
at P2.5B
Steps 1 to 5
Chewing its way to YOU
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6. Solmux Chewtab is a chewable cough tablet
7. Priced 50% below Robitussin Liquigel but 80% more than Ascof
8. Uses TV, Events & Experiences9. Is distributed nationwide10. Uses the niche approach
Steps 6 to 10
The best part is in the middle