Group Members

Alumno, Calvin

Armenta, Joesel

Chavez, Camille

Desalit, Paula

Minardo, Edward

Rada, Reynald

BSBA MM 3-3
I. THE ORGANIZATION:

A. Who are you?

The MedMan is a medical care business located mainly at Santa Rosa City of Laguna.
Medical Care is mainly concerned with professional treatment for illness or injury
(thefreedictionary.com). It is owned by partners and its humble beginning started way back 2019.
The business idea is inspired by personal experience of one of the owners. While riding his bike,
he suddenly crashed on the road and as a result, he gets injured. That time he experienced
difficulty in finding initial remedy for the wounds and bruises. That experience made him realize
the importance of having immediate source of remedy or first aid for these kinds of emergencies.
The co-owner then thought about what could be the best thing to have during an emergency.
Also, the steps that should be taken to make a product that would solve a concurrent problem in
terms of health safety. The MedMan manufactures ready-made first aid kits that are
commercially available from chain stores or outdoor retailers.

B. What your organization does?

The MedMan is a provider of smaller version of first aid kits (The Medicute) that is
intended to be more convenient specifically for travels and out goers. The firm is mainly concern
of providing quick medical solutions for persons inside and especially outside of their homes.
First aid kit for travelers needs to be more comprehensive because a drug store may not be
accessible during a sudden situation. The MedMan aims to provide space saver quality products
that will create and gain customer loyalty. Aside from maximizing profit, The MedMan also
aims to expand the business by having partner stores in the local areas such as bik e shops and in
turn, would attain a customer loyalty that would benefit the company’s sales. The company can
ensure the customers’ satisfaction with the best quality product in a very reasonable price.

C. Who are the people in your organization?

The MedMan is a business run by a group of people who came from a family of business-
minded people. The proponents come up together to create the product Medicute as a quick
response to prevent things from getting any worse and provide a necessary care. According to an
article on the BusinessSniper.com, the success of small business has six (6) key drivers;
management, money, marketing and sales, people, product and service, process and systems.
These are also the basic roles that small business owners must play.

The owners of the business are as follows:

⮚ Camille L. Chavez
o Management, Process and Systems – this role includes the general
management of the business, management of daily operations, Admin and
bookkeeping.
⮚ Joesel F. Armenta
o Financial Management – main tasks under this role are: creating profit for
the business, managing cash, and ensuring an acceptable return on
investment.
o People - management of productivity, training and development of
employees, suppliers and partners.
⮚ Paula Noreen C. Desalit
o Marketing and Sales - management sales, marketing and customer’s
service.
⮚ Edward Joseph Z. Minardo, Reynald E. Rada & Calvin Jay N. Alumno
o Product and Service – this role includes tasks from product development
to distribution and innovation, quality control and assurance, pricing and
packaging, etc.

Roles and responsibilities in our organization as it is still in its infancy is extremely

interdependent. Partners are flexible enough to perform multiple tasks ensuring smooth
flow of operations on the business. The distribution of manpower depends on the
requirement of a specific business role resulting to imbalance distribution of labo

D. Mission, Vision, and Core Values

Mission: Deliver the most immediate care and treatment with style and convenience.
Vision: Become the Philippine’s top immediate care provider in the next five years. Changing
the way people see immediate care while aiding the transition where no one will go out without
First Aid Kit with them.
Core Values:
Healing – more than the prevention and treatment plan, MedMan is fully committed to our
customer’s overall health and well-being.
Excellence – ensuring that all products made in this company is in its best quality and can
deliver its purpose to the customer without delay.
Awareness – contributing to the development of a well-informed community regarding the
importance of immediate care and the benefits it holds for the people
Resilience – by continuous innovation, improvement, empowerment and great extent of
flexibility to withstand every challenge to be faced by the company
Teamwork – which will fuel the success of the organization. Harnessing the potential of every
individual within the organization to fully acquire the ability to reach organizational goals and
objectives, as well as fulfill its mission.

E. Key to Success

The MedMan’s keys to success are as follows:

● Quality products that will create and gain customer loyalty.

● A strategic business location that will guarantee publicity and a huge number of
customers.
● Ability to strengthen and innovate successfully to other brand competitors.
● Create a unique, and innovative product that will differentiate the firm from the rest of
the competition.
● Sell the products that are of the highest quality, as well as keeping the customers happy.
● Provide 100% satisfaction to our customers and maintaining the level of excellent
products among other competitors.

II. Problem and Solution

The Problem
 Given the existence of different First Aid kits, most of these big, heavy and consumes a
lot of space which customers may find inconvenient; one of the reasons why numbers of people
refuse to take their own emergency treatment kit or first aid kit with them.

The Solution

As a response to the problem stated, our company, The MedMan decided to create a first
aid kit that is convenient and is still able to serve its main purpose which is to prevent further
infections and prolong wounds exposure.

The Process

The MedMan company, on its current status, do not have the capacity to produce all of
the items that is included in the the Medicute. Therefore, the only option is to outsource materials
from supplier. All items will be bought from suppliers in bulk as well as the packaging.
However, the company still aims to make its own production facility in the future once the
company became more stable in the market.

The Price

The Medicute, unlike other first aid kit is a waterproof container that is designed to fit the
style as well as perform its function to the end-user. The Medicute is made of durable materials
that is intended for long use. Therefore, The MedMan will also release Refill Pack for the
Medicute which includes same items.

Costing for 1 Medicute

Particulars Unit Cost (price per pack) Net Cost

5 Alcohol Prep Pads ₱100/100pcs ₱5.00
5 Povidone Iodine Prep Pads ₱120/100pcs ₱6.00
2 Bandage (10cm x 4.5m) ₱36/pc ₱72.00
1 Cotton Roll (8g) ₱2/pc ₱2.00
Medicute Bag (8x6x2.4”) ₱256 (original: 9.1x7.3x2.4”) ₱181.65
Cost of Goods Sold ₱266.65
Labor (5%) ₱13.33
 Miscellaneous and other Exp ₱5
Gross Sale Price ₱284.96
Profit Margin (30%) ₱85.494
Net Sales Price per Unit ₱370.47

Note: To get the price for the adjusted saddle bag size, Price per Unit Area is computed by
dividing the Original Price with Total Area of the Saddle Bag. Price per Unit Area is then
multiplied with the MediCute Area to get the new unit price.

Costing per 1 Refill pack

Particulars Unit Cost (price per pack) Net Cost

5 Alcohol Prep Pads ₱100/100pcs ₱5.00
5 Povidone Iodine Prep Pads ₱120/100pcs ₱6.00
2 Bandage (10cm x 4.5m) ₱36/pc ₱72.00
1 Cotton Roll (8g) ₱2/pc ₱2.00
Paper Box ₱5(approx. including prints) ₱5.00
Cost of Goods Sold ₱90.00
Labor (5%) ₱4.50
Miscellaneous and other Exp ₱5
Gross Sale Price ₱99.50
Profit Margin (40%) ₱39.8
Net Sales Price per Unit ₱139.3

Packaging

The packaging of this product is designed with the end user in mind. The designer of this
Medicute bag already considered some light colors such as light blue, green, and white since it is
associated with the concept of “care”. However, we asked some of our friend who are bikers and
travelers what color they prefer and the one that stands out is black. Black can be a strong color
but the designer understand why it is the most favored. Unlike light colors which are prone to
stain and dirt, black are more neutral. Since the market of this product is inclined with active
lifestyle and more likely to be exposed in different environments, we designed a bag that will not
look too much undesirable even with some dust and stains.

Branding

The Medman Company is a company of care and protection. The Medman pursues to
insert the thought of safety and readiness in the minds of bikers and adventurers alike. Being
ready for a potential disaster or accident is one of our main causes in making the Medicute.
Through this, The Medman Company is known for keeping their customers prepared and always
ready for any upcoming occurrences. Ensuring the effectiveness of the product The Medman
offers, the company can also be known by how efficient it is in its goal and how good the quality
of performance the company gives to its loyal and life-long customers. The Medicute also has a
specific branding where it is known for being the most accessible and most immediate product to
use as an emergency first aid kit in times of need.
Brand logo

The brand logo is just consisting of company’s logo with the brand name Medicute to
keep a minimalistic approach yet still stylish. The brand name alone can already establish the
identity of the product, with the “Medic” as root word which means a person who gives
immediate medical treatment; the main goal why this product is created. The color of the logo is
mainly consisting of blue, red, and white which is a representation of what we want our
customers to feel. These colors are the main colors that is related with medical care and is very
recognizable.

Note: The black background is used in this image to give emphasis to the logo which has a
transparent background. On labeling, the transparent logo will be used.

III. Understanding your Market and Competition

Target Market
a. Demographic
a. Age: 15 – 50 years old
b. Gender: Male and Female
c. Education: High School and up
● Income: Low Income to Middle Income Earners
○ Poor: Below P10,957 monthly income
○ Low-income but not poor: P10,957 to P21,914 monthly income
○ Lower middle: P21,914 to P43,828 monthly income
○ Middle: P43,828 to P76,66 monthly income
○ Upper middle: P76,669 to P131,484 monthly income
○ Upper middle but not rich: P131,483 to P219,140 monthly income
○ Rich: P219,140 and above monthly income

b. Geographic
a. Santa Rosa Laguna (primary)
b. Binan and Cabuyao Laguna (secondary)
c. Persona
a. People with active lifestyle and outgoing
b. Travel, Cycling, Rides etc.
c. People who commonly purchase medical supplies
 d. People engaged in posts regarding first aid and other wound treatment content
e. People who regularly buy Wound Cleaning agents (Povidone Iodine, alcohol etc.)
f. People with purchase history on bicycle bags
Competitors
● McBride First Aid Kit (Philippine Medical Supplies _₱1,150.00)

o
● RS First Aid Kit for 1 Person (RS Component Corporation_₱695.87)

o
● Medical Survival Bag (Lazada Store-Straw Berry_₱322.00)

o
● Mediplast Emergency Kit (PHILUSA Corporation_₱510.00)

o
Product Positioning
 Market Dynamics
o In which product, service or market category (also called “frame of reference”) do
you plan to use this positioning?
 First Aid
 o Which target segment is your focus for the positioning you are developing?
 Cyclists in Santa Rosa Laguna
o What factors do these buyers evaluate when they make a purchase decision?
 To identify these factors, we have conducted informal interview with our
fellow cyclist here in Santa Rosa asking them questions regarding their
perceptions when it comes to first aid, the following are the results:
 Functionality: the products ability to serve its purpose.
 Convenience: the product must be space saving.
 Design: Dark colors (black specifically) is the most preferred color
and the packaging must be sleek.
o How do these buyers view your competitors in the category?
 Since it is not covered by our informal interview with our fellow cyclist.
We as cyclist ourselves sees these competitors as inconvenient as well as
expensive. This is the same reason why we do not carry any first aid kit in
our rides.
 Competitive Advantages
The Medicute uses Differentiation Focus strategy wherein the owner can
ensure the products ability to deliver value to customers by acknowledging the
different needs for each of the market segment. For instance, the Medicute
packaging wherein the prototype made is customized specifically to suit the
market of cyclist. On the other hand, for different segments such as travelers and
scooter riders, different design will be made to suit their specific needs and bring
the greatest functionality as possible.
o Price
 Compared with other brands (as stated above), Medicute is price
competitive
 Since the company rely on outsourcing materials, the production cost is
decreased resulting to lower selling price
 The MedMan does not have separate production facility eliminating other
related expenses that may add to its market price
o Features
 Fully functional - the inclusions on the MediCute are the basic wound
treatment materials that is made to serve its purpose. One Medicute is
good for 2 use and can be refilled with the refill pack.
 Personalized packaging design for different market segment (Sleek and
Stylish)
 Sturdy and Waterproof packaging
 Branded Materials (Povidone-Iodine, Alcohol Prep-pads, etc.)
o Benefits
 Complete Immediate Treatment
 Convenient
 Stylish
 Space Saving
 Personalized Packaging
 Made to last (reusable)
 Perceptual Map
 With the absence of customer ratings which is one factor in identifying the
product quality of our competitors, we referred to the content and description of each of
the first aid kit brand that is our primary competitors.

a. MediCute (₱370.47)
 5 Alcohol Prep Pads
 5 Povidone Iodine Prep Pads
 2 Bandage (10 cm x 4.5m)
 1 Cotton Roll (8g)
 1 Instruction Sheet
 1 Medicute Bicycle Bag

b. MEDIPLAST Emergency Kit (PHILUSA Corporation ₱510.00)

 2 pcs. 3x3 MEDIPLAST gauze pads
 1 bottle Rhea Hydrogen Peroxide 10% 120ml.
 1 box MEDIPLAST Bantam plastic strips 12’s
 1 bottle Rhea Povidone Iodine 15 ml.
 1 roll 1.25x9m MEDITAPE paper tape
 1 roll Cleene cotton 10 grams
 2 pcs 2x6 MEDIPLAST gauze bandages
 1 bottle Rhea Isopropyl alcohol 60 ml
 1 MEDIPLAST face mask
 2 tablets aqua tab
 1 piece flashlight with whistle
c. RS First Aid Kit for 1 Person (RS Component Corporation_₱695.87)
 (1) 18 x 18 cm HypaCover
 First Aid Dressings,
 (1) Clothing Cutters,
 (1) First Aid Guidance Leaflet,
 (1) Hypaband Triangular Bandages,
  (1) Hypaclean Moist Wipes,
 (1) HypaGuard Foil Blankets,
 (12) HypaBand Safety Pins,
 (2) HypaGuard Nitrile Gloves (Pair),
 (2) 20 mL Hypaclens Eyewash Pods,
 (20) HypaPlast Washproof Plasters

d. McBride First Aid Kit (Philippine Medical Supplies _₱1,150.00)

 1 pc First Aid Kit Bag
 5 pcs Bantam Strips
 1 pc Menthol Strips
 1 pc Tourniquet
 3 pcs Gauze Pads (Sterile 4x4)
 1 pc Eye Pad (Sterile)
 1 pc Triangular Bandage
 1 pc Elastic Bandage (4x5yds)
 1 bottle Alcohol 120ml
 1 bottle Aromatic Spirit of Ammonia (15cc)
 1 tube Burn Ointment 15g
 1 pc Plaster 12mm x 5mm
 1 pc Ice Bag #16
 1 bottle Povidone Iodine 10% 30ml
 1 pack Cotton 10g
 1 Unit Digital Thermometer
 1 pair Bandage Scissors
 1 Thumb Forceps
 1 pair Operating Scissors
e. Medical Survival Bag (Lazada Store- Straw berry ₱322.00)
 1 First aid kit hard case (red color)
 1 Silver emergency blanket
 1 Inst ant ice pack
 1 roll Confirming bandage
 4 Cleansing wipe pads
 10 Alcohol pads
 1 Stainless steel saber card
 2 Sterile gauze pads
 1 Triangular bandage
 10 Band-aids
 1 Hand-pressing flash light
 1 First aid guide
 1 Tourniquet
 1 Stainless steel tweezers
 1 Aluminum alloy whistle
 1 First aid tape roll
 10 Safety pins
 1 Stainless steel scissors
  Positioning Strategy
Name Positioning Differentiators

MedMan Medicute Immediate wound treatment Fully functional products;

at reasonable price. personalized packaging

IV. Business Plan

Objectives Goals Strategies Tactics

a. Send an email to the
store's official business
email address to regarding
the intent for product
Coordinate with Major distribution
Drug Stores in Santa Rosa b. Present a quotation and
legal documents concerning
the product and the
company to prove its
legitimacy
a. Visit prospect Bike shops
Hit a total of such as Bike Bike Bike and
₱100,000 Net Velocity to discuss about
Sales for the the product
1. Gain Profit b. Present a quotation and
First Quarter
legal documents concerning
after product
the product and the
launch Coordinate with Bike shops company
in the area
c. Present a special discount
offer for the first
month/quarter of product
launching
d. Provide them with
posters and banners about
the product

Coordinate with local stores a. Send a proposal (more

near leisure areas (like like partnership) to local
hiking / camping sites, safety units. b. Sponsor a
 local event near the target
area c.
Create compelling visual
adventure parks)
stories (posters) on how
important it is to have first
aid kit at leisure areas.
a. Create an official
Facebook Page featuring the
Medicute
b. Invite friends to like and
share the page
c. Post product
Reach the market through specifications, updates and
Social Media product reviews on the page
Make 50% of
d. Share Page post to
Cyclist and
Cyclist and Riders groups to
Scooter user
increase reach and post
population in
2. Increase engagements
Santa Rosa
Brand
Aware of the e. Run Facebook Ad if
Awareness
product at the necessary
first quarter
a. Give free Medicute to a
after product
member of Major Cyclist
launch
group in the area such as
Samahang Siklista ng Santa
Word of Rosa
Mouth/Recommendations b. Request for feedback and
post it on page
c. Encourage them to share
the information with their
colleagues
3. Gain a. Collect feedback from
Customer customers, listening to it to
Loyalty Keeping
make prior improvements.
customer
satisfied by b. Hosting a customer
giving them Make customer service a appreciation event to show
high quality priority and rewarding the gratitude to customers or
products backed customers. send them links to helpful
up with great articles about the product
customer
c. Give customers
service.
discounts, gifts and
exclusive offers.