PRODUCT MIX Bioflu - the qualities in bioflu is its color, the

Decisions and Strategies shape helps to ease swallowing, and quality

level making the Unilab as their
Marketing Mix manufacturer since unilab is a trusted
→ set of controllable marketing variables that the company.
firm blends to produce the response it wants to the → Brand name is catchy, from the word
target market. bioflu, you can already identify that it is for
→ Therefore, everything we do in business to induce flu.
or influence the demands for our drug products and
services revolves around the 4Ps (Product, Price, Stress tabs for stress.
Place, Promotion) Alaxan
Enervon
What is Product?
Kitialis
● Product - these are goods and services or a
combination of both that a company offers to a
(3) Augmented product
target market.
→ these are the additional services and
→ Anything that can be offered to a market for
benefits that your product offers and making it
either attention, acquisition, use, and
more competitive that can be achieved in its
consumption that satisfies and delights the
form of packaging, after-sale service, sale
needs and wants of your target client or
promotion, delivery arrangement or amenities.
customers particularly in the pharmaceutical
→ Customer service is a big factor in the
industry or arena.
augmented product.
→ Pharmaceutical products that can be use
→ This also includes the inventory controls,
for attention, use, consumption and acquisition
warehousing, and different amenities that the
that satisfies and delights the needs and wants
people value.
of your target client.
→ Therefore, in developing new and even
● Three levels of product
existing products, we first identify the consumer
(1) Core product
needs and the product that satisfy your
→ Means that you have to identify the
consumers. After identifying the consumer
purpose and benefits of the product. When
needs then we can now design the tangible
you do business or create a product, you
products. Then find ways to augment a product
have to identify first what is the purpose of
to create a super value or bundle of benefits
your product.
that make your product competitive in other
→ It answers the question “what is the buyer
competitors. Especially if your product is
really buying?”
already existing or your product is similar to
→ As a marketer or owner, you should
those already in the market. The augmented
uncover the needs hiding in every product
product will serve as your edge over your
and then sell their benefits and not their
competitors.
features.
→ In marking a new product you have to
→ Consumers see drug products as complex
think first what is the purpose and benefits of
bundles of benefits that satisfy and delight their
your product that can offer to the public.
needs and wants
→ Example:
→ There are different brand name but have
In Neozep and Bioflu, their same generic name. Same product but different
advertisement focuses on the purpose companies.
and uses of the medicine and not on the
appearance of the tablet. → Example: Tempra (Taisho) and Calpol
Neozep was advertised for colds. (GSK), although they have same generic name
Bioflu was advertised for flu, headache, which is Paracetamol, but how they are
fever. promoted is very different because they are from
After identifying the purpose and benefits, then you different companies.
can do now the tangible product In their promotion, Calpol claims that they
have good flavor and child-friendly flavor,
(2) Tangible product
and they also promote that within 15 mins,
→ These are the different characteristics of
the medicine will take its effect.
the product
→ Features, Styling, Brand name, and Tempra was promoted that it is a no
Quality level shake shake formula and they also
→ Example:
 comes with a variety of flavors
(strawberry, orange, grapes)
Calpol and Tempra have different
features, are designed differently, and
promote their products differently
Product Formats
● Every company make their products in several
product formats to cater specific market
segments and submarket segments.
→ Since we cater different consumers we have
to create different product formats
→ However when you are a new company and
was not a well-established company, you can
choose a specific product format. You can focus
first in adults (capsules, tablets), and if naka
established ka na you can create other product
format.
● The product formats available in the
marketplace for different types of consumers
are:
Brand or Generic Name Decisions
→ In creating brand name it should be catchy and
easy to remember.
● Branding - a marketing practice in which a
company creates a name, a symbol, design that
it is easily identifiable as belonging to the
company.
● Brand - either a name, term, sign symbol,
design or combination that are intended to
identify the goods the services of sellers and to
differentiate them from other competitors.
→ When you say brand it includes the name and
symbol of the company.
● Trademark - this is a brand or part of the brand
that is given a legal protection
→ If pina trademark mo yung brand mo, hindi na
pwedeng kunin ng ibang companies yung name
na yun, kasi sayo na yun.
→ If it has TM, it is exclusive to the company.
● Copyright - exclusive legal right to
reproduce or publish and sell the matter
or form of literary, musical, or artistic.
→ It can be copied by other company, they
have permission to copy the name itself.
→ Example: copyright happens in books,
music, artistic etc.
● Branding plays a very important role in
adding value to the product, creating the
perception of high quality and being
expensive.
● Because in creating a brand name, dun din
ma perceive kung high quality ba or
expensive ba ang inyong brand or product.
→ Expensive to hear: Stress tabs, Centrum
→ Cheap: Yummy Vit, Yaki Herbal
Different Strategies or Product mix that you can
do with your product
1. Blanket Family Name
→ For instance you already have an
established brand, you can expand your
product by making a blanket family name.
→ Many drug companies follow this policy for a
number of reasons:
~ The cost of introducing the drug product will
be less because of there is a brand name
already widely recognized, accepted, and
preferred by target consumers.
→ Every product the company offers in the
market bears the same brand name or
sometimes the name of the company. Because
of that, they do not need to spend heavily on
advertising and promotional activities since
they are already known.
→ Effective, widely recognized and preferred
by the target customers.
→ Example: Rhea, Pharex, RiteMed
2. Brand Extension Decision
→ When a company uses one of its established
brand name to make a new product category.
→ aka “brand stretching”
→ They do not need to spend heavily on
advertising and promotional activities since
they are already known.
→ To lunch a new and modified products under
the name itself.
→ Murag same category lang gihapon.
Example si Vicks, the Vicks itself is a brand
name, under the vicks meron ng vaporub,
expectorant, vapocool, lozenges, inhalers etc.
They started first as vaporub and then
eventually they have brand extensions.
 → Myra started as a vitamin E capsules, from
there nagkaroon na ng myra facial wash, lotion,
etc.
→ It uses the popularity of the brand name to
save the company the high cost of promoting a
new brand name for the product itself
3. Multibranding Decision
→ The seller develops two or more brands in the
same drug product category or same generic
equivalent
→ Examples:
~ A company will launch a brand with the same
generic name such as the neozep and bioflu. It is
an example of multibranding since they have the
same generic name under the same company.
~ Bakit nila ginagawa yun? Para for instance
walang stock si neozep, so meron silang isang
option which is the bioflu. If walang stock si bioflu,
meron sila option na neozep. So walang lugi kasi
yung sales is mapunta parin sa company na yon.
~ Another one is the stress tabs and centrum
they are both multivitamins with minerals under
the same company.
→ Advantages:
a. more shelf space at the selling area of drug
outlets
→ Kung wala namang stock yung isang
brand, pwede naman yung isa pang brand
under the same company.
b. very few consumers of a drug product are
that loyal to a brand they will not try another
company
c. creating new brands develop healthy
competition within the manufacturer’s
organization comprising several Product
divisions or subsidiary companies
d. a multibranding strategy positions brands on
different benefits and appeals and each
brand can attract a separate following when
positioned in several target market segments
→ Unilever: they have the same product format but
different brands like for shampoo (Dove, St. Ives,
Sauve), Detergent (Breeze, Sunlight, etc)
→ Procter and Gamble: Detergent (Tide, Downy,
Joy), Shampoo (Head and Shoulders, Pantene)
Selecting a Brand Name for a Drug Product
● Desirable qualities for a brand name:
(1) It should closely suggest something about
the product's benefits and qualities that the
intended markets could associate with easily.
■ Like bioflu, it is associated with its benefits for Flu.
■ Stresstabs for stress
■ Diatabs for diarrhea
■ Katialis
→ There are also brand names na malayo sa
benefits:
■ Yaki herbal - not appealing to hear, and not
suggest its benefits and qualities.
(2) It should be easy to pronounce, recognize,
and remember.
■ Natrasol (Generic Name: Losartan)
■ Poten-Cee (Vitamin C)
■ AllerKid (Anti-allergy)
■ Clindal (Clindamycin)
(3) It should be distinctive to readily arrest
attention.
■ The brand name should be catchy.
Packaging Decisions (Tangible product)
● Packaging - it is also a part of marketing
activity of creatively designing and
producing the appropriate container or
wrapper for a drug products suitable to our
target markets that is relative to the
competition products.
● Packaging can also be a competitive
advantage for you.
● Packaging also determines the quality of
your product.
● Example: GSK products have identity in
their packaging which is the diamonds. This
renders that the product is from the same
company and assure the quality of the
product.
● Aside from giving protection for your product
itself, it can also give you an identity and
promotes your product particularly to your
target consumer.
● Types of Packaging:
(a) Primary package - product’s
intermediate container.
(b) Secondary package - protects the
primary package, usually thrown away
when the product is about to be used by
our target client.
(c) Shipping package - used to store
identify and ship products to the market.
Stores bulk products to be delivered to
the target client or market.
● Packaging performs many sales tasks, from
attracting the attention of your prospective
buyers to describing the drug product itself,
and actually making the sale to your ultimate
consumer.
 ● Rising consumer affluence means that
consumers are willing to pay a little
more for the convenience, safety,
appearance, dependability, and the
prestige of better value packages for
drug products in the marketplace.
● Drug products, consider several different
package designs for new and existing
product lines, selecting the best balanced
choice:
a. satisfactorily cater to the needs of drug
outlets in terms of convenience and ease of
handling
b. that end users will favorably respond to at
short notice
c. physicians and dentists to prescribe with
higher confidence
d. pharmacists and allied professionals will
readily endorse out of a high quality
perception of the drug product
e. that will generate greater product
awareness, immediate trials and repeat
purchases associated with the distinct and
unique power of good innovative packaging.
Product Line Decisions
→ product decision that follows the branding and
packaging for individual drug product.
→ Product line is a group of products that are
closely related because: either
a. They function in a same manner
b. Sold to the same customer group
c. Marketed through the same type of outlets
d. They fall within a given price ranges
Product Mix Decisions
→ or product assortment is a set of all product lines
and items that a particular seller offers for sale to a
buyer.
→ A company’s product mix will have certain
features: width, length, depth, and consistency,
toward satisfying the needs and wants of target
clientele.
● Width - you have to identify what are the
different drugs that you should carry. Like
analgesic, cough and colds, anti-infectives,
vitamins, etc.
● Length - what are the different generic names
you want to carry for a specific drug category.
~ Analgesic - you have paracetamol, ibuprofen,
etc. ~ Cough and Cold - you have glutamate
citrate, guaifenesin, salbutamol
~ Anti-infectives - you have amoxicillin,
cephalosporin, clindamycin, etc.
→ when you say company’s product mix, you can identify
the width first (what are the different drug products that
you want to carry), length (generic names you want to
carry) to satisfy the needs and wants of your target client.
Pharmaceutical Product Life Cycle Strategies
1. Introductory Stage
→ Drug companies normally pursue an
investment-spending strategy in creatively promoting
and distributing the new product to target clientele.
→ This is a period of a very low sales
performance, which happens during the first
few months to 1 year or more after being
formally introduced in the market, depending on
the degree of awareness of level of the
consumer, the acceptance, and the actual
product trials.
→ During the introductory stage, the profits
tend to be negative or break even from 1-2
years because of low sales output, low
production, and high promotional cost since
you are in introductory and new, and you spend
more on your promotional activities and
marketing-related expenses.
→ Break-even - the profit is the same as the
cost, no profit.
→ Spend heavily on the advertisements,
promotional tools
2. Growth Stage
→ Period of increasing sales and profit
performance because a new product has
entered a growth stage. There is already wide
acceptance, patronage and repeat sales in
bigger volumes from either the present or new
markets that are being served.
→ Drug companies still pursue an
investment-spending strategy for the product:
this is because you want to
(1) to pre-empt entry of similar competing
products
(2) maintain or strengthen its market growth
and share in the specified market segment
there by making it doubly difficult for
competition to come in or dislodge the product.
→ Major Strategies that you can do during
growth stage:
Continues improvement or innovation of the
product’s quality and adding new features.
 Entering completely new markets, new
segments, expanded distribution channels,
more incentives for trade outlets to carry and
endorse the product to clients.
Lowering prices to previous levels in order to
allow more buyers to shy away from
competitor’s products and increase frequency
of usage.
More aggressive and proactive promotions
efforts.
Fine-tuning product’s position in the market or
repositioning competitor’s products in the
minds of target consumers.
Additional logistics support to fight head-on
and cripple emerging products of competition.
3. Maturity Stage
→ This is usually a period that is characterized by
slowing down of product sales volume,
reaching a plateau, remaining at constant volume
→ The maturity stage enters when you already
have competitors and produced similar products
as yours, same market segments, significant
competitors activities, they pour heavy on their
investment spending to gain control of the
desired market segment at all cost.
→ Attributed by the entry of similar products,
competing in a same market segment
→ Example: Sari-sari store.
~ If sa isang subdivision isa lang ang sari-sari store,
at first sa kanya lahat ng kita. Tapos may na inggit
at nagpatayo rin ng sari-sari store, so meron na
syang competitor and pantay nalang ang kanilang
kita.Wala na ga increase and wala din ga baba.
→ Sales can be increased during the maturity
stage if you will follow the strategies that you
have done in the growth stage. Aside from
that you can also do the following:
roll back of prices by way additional
allowances or subsides, and other amenities
to encourage trade outlets to support in terms
of stock availability, endorsements to end
users, and continuing reorders at frequent
intervals.
increase advertising and other promotions
support for the product.
increase R and D budgets. Para pwede ka
magkaroon ng innovations or baka pwede ka pa
mag add ng additional features or characteristics
that can be your edge to yout competitors.
periodically modify the market, the product
and overall marketing mix, to closely jibe with
the fast changing trends in the marketplace.
~ Especially ngayon na nag pandemic nauso ang
delivery, cashless payment, pwede ka rin mag innovate
ng ganon in terms of payment process mo, or in terms
of how you cater customers pwede ka na mag delivery.
looking for new ways to increase product usage
among existing customers.
looking for new users and market segments
repositioning the brand to appeal to a larger
or faster-growing segment.
improving the attractiveness of the drug
product by means of a new look in
packaging appropriately suited to the needs
and wants for specific target markets.
adding improvements to expand the
product’s usefulness, safety or
convenience.
implementing quality improvement towards
increasing the performance of the drug
product, in terms of faster absorption in the
body’s system.
offering new or improved services to value
clients
4. Decline Stage
→ A period that is characterized by
continuous drops in sales, if most product
formats and brands are at low level for many
years
→ If they cannot improve the sales during
decline stage, most probably they will close the
company or pull out certain product formats
that do not perform well in the market.
→ Factors in declining sales:
a. Rapid technological advances
b. Keen competition as demonstrated by the
mushrooming of local drug companies
buying for a share of the market after the
enactment of the generics law
c. Changing consumer preferences for
tastes, flavors, colors
d. Adherence to safety and efficacy
e. Price consciousness due to inflation and
deteriorating purchasing power. Masyado
kang mahal pero walang improvement sa
services or quality mo.
→ Major strategies that you can do during
the decline stage to avoid closure or pull
out of your products in the market:
When sales and profits continue to decline,
companies immediately withdraw from the
market, phase out the drug product to avoid
 further loses, in certain geographical areas
or nationwide.

Reduce the number of product offerings,

concentrate on potential formats, sizes, and
supply.
~ Pull out product formats that do not
produce profits and focused on product
formats that provide profits.
Discontinue operations in smaller market
segments and marginal trade channels.

Reduce promotions and overall marketing

efforts and promptly rechanneling resources to
drug products either in the introductory or
growth stage.

Replace weak products with similar or related

generic names or an improved version under a
new brand and new positioning scheme.

Sell drug product to another company or

simply liquidate it at salvage value.
~ Like DOLE, from american owner, they sell it
to japanese.
—----------------------------------

Product Life Cycle Characteristics

Product Life Cycle Responses

 Promotions Mix the ones who directly promote or introduce the
Decisions and Strategies product particularly to our medical doctors.

The Promotions Mix for Ethical Drug Products ● Primary target market of our
promotions?
● Promotion - these are the different activities that → Physicians, other health professionals or
communicate the merits or the features of your doctors such as Dentist
products and also persuade the target customers
to buy your product. ● Secondary target market?
→ Pharmacists because we are the ones
● Consumers - advertisement, leaflets, free who dispense, we can endorse prescription
samples, posters, free service, conventions drugs usually the OTC-Prescription drugs,
workshops, study grants conduct, scholarships, and we can also give advise as well.
novelty items freebies, brochures, give coupons,
contest, raffle draw The Promotions Mix for OTC/Proprietary
Drug Products
● Drug companies → physicians, dentists and
allied professionals ● Promotional tools:
> Different companies uses different promotional → trimedia advertising - prescription drugs
tools, since it is a prescription product or ethical are not allowed to have advertisements.
product, therefore, it needs a prescription to avail Only OTC drugs are allowed to have
the product. advertisements.
> Usually the drug companies will directly → mass sampling
promote their products with the physicians, → sales promotions
dentists and allied professionals → point-of purchase displays
→ outdoor merchandising
● Drug companies → market (directly to the → floor/window/shelf and counter displays
market) → novelty items as gimmicks/giveaways
(Glass (baso), Ballpen, etc.)
● Promotional tools: → stickers, buntings/ flaglets/ streamers/
→ Sampling, detailing, journals, newsletter, banners
scientific symposia, free seminars with the → Demonstrations, sponsoring trade
doctors especially if the product is new, poster shows, fiestas, sportfests, conventions,
sessions highlighting the medical breakthroughs seminars, workshop.
on killer diseases and related illness.
→ Rebates (for P.A etc.) ● Primary target market of OTC?
→ They can conduct free conventions or → consumers, public, mass-based
workshops, study grants, scholarships, novelty consumers of both sexes with various
items (glass, pen, etc), brochures, literature, income, psycho-social cultural (ambot unsa
leaflets, and teasers ang sumpay di maklaro haha)
→ Sometimes they can also give coupons to
the doctors and then distributed to the patients. ● Authority endorsers?
That coupon is equivalent to a discount. → Pharmacists, P.A., salesclerk with the
→ They can also do contests, posters, banners guidance of the pharmacist.
streamers, give certificates, merchandise
The Promotions Mix of Wholesalers,
● Professional service representatives or Establishments, Big Drugstore Chains
medical representative - usually the company's
ambassadors of goodwill, extensions of the ● Big drug outlets such as watsons, mercury,
company providing consultations and allied rose pharmacy, southstar drug
services to our target prescribers and endorsers
of the ethical drug products for long term gains ● Big drug outlets promotional tools:
in terms of continued product patronage, → Attractive billboards/neon signs,
frequent prescription, and also endorsement of modernized store fronts and interiors
present and newly launched ethical drug → creative merchandising and displays ar
products. the selling area and points-of-sale
→ sales promotions for consumers and
→ Medical Representatives (MedRep) are drug outlet’s personnel
ambassadors of the company because they are → This is the reason why sales clerk
endorses a certain product because
 there is a commission-based in the
company.
→ Example: If naka benta ang P.A ng 10 bioflu,
pwede sila bigyan ng commission. Especially pag
bago ang drug, ang naga bigay talaga ng commission
is yung drug company.
→ free medical and dental consultations,
sampling, and discounts. Most especially the
generica drugstore, every week they have medical
and dental consultation. Which is a big factor to
increase customer traffic and greater store patronage
para magkaroon ng;
● FDA - informing the public with different drugs
→ FDA can also conduct promotional activities
by:
~ Tri-media advertising
~ Generics menu cards - may naka lagay
kung anong drug ang meron sa per drug
category.
~ Generic posters - generic law and the
flowchart of the prescription under the
generic act law.
~ Manuals, streamers, banners, komiks,
seminars and workshops
→ Every company uses a specific mix of advertising
personal sales, sales promotion, and public relations
to pursue its advertising and marketing objectives.
→ It depends on every drug company on what
promotional mix and promotional tools they will use.
Promotions Mix Defined
● Consumer-oriented drug companies:
→ They use tri-media advertising, sampling,
sales promotions, displays and merchandising,
towards achieving projected sales targets.
→ Bigger companies rent a gondola in the
pharmacy where their products can be displayed
and easily attract customers therefore additional
profit.
A. Advertising (For OTC/Proprietary Drug produts)
TV advertising
→ Most expensive medium but it can reach a
wider market. They can reach their target market
wider and faster.
→ It creates a greater product awareness
→ Long-lasting recall of the product especially
with a jingle.
→ Triggers the purchase decision
→ Creative use of print, sound, and color to
clearly dramatized the products to the target
audience.
→ It builds up a long-term audience for a drug
product
→ Create new users and encourages frequent
usage. Kaya kahit sikat na si Jollibee Chicken Joy
meron paring advertisement to encourage frequent
usage or consumption.
→ Reaching out a greater number of
consumers at low cost per exposure.
→ In TV advertising it shows the purpose and
how to use the product.
B. Consumer Sales Promotions (For
OTC/Proprietary Drug products)
Goals:
→ Arrest/attract attention of OTC consumers to
buy the product
→ Create an immediate response
→ Dramatize product offers and perk-up
declining sales
→ Provide inducements or contributions or
incentives to give value to consumers
→ To buy now and buy more repeatedly over
other brands in the market
Promotional tools:
1. Discount coupons - avail savings
■ Example: If you have a coupon, you will
present that in your next purchase to have a
discount.
2. Bonus-packed offers - additional products
that are added for free at the price of the
original product.
■ Purpose: to motivate buyers to buy more
product
■ Example: buy 5 get 1 item or 5+1 tablet
3. Piggy-back offers - a gift item or another
drug product that is attached to the original
drug product
■ Example: If you buy a syrup with an
additional thermometer, towel, or glass.
4. Pick and win promo - buyers are entitled to
win a price for every purchase.
■ Entitles the buyer to win a price for every
purchase.
5. Raffle promo
6. Trading stamps - just like in starbucks every
december, you have to complete the stamp to
have a free item.
7. Premium promo - entitles the buyer to buy a
premium item on the display.
■ Example: in watsons, if you reach 1,500 in
your purchase you can avail a particular
product at a discounted price.
■ In lazada, zalora, or other online shops, you
can have a discount if you reach a specific
amount.
 8. Free goods promo - getting a similar items with
free
■ Example: buy 1 take 1 promo
9. Rebates - cashback or refund
■ Example: such as in credit cards, if your purchase
is worth 1,000, then you have a 10% rebate, babalik
sayo ang 10% ng 1,000 na napurchase mo
10. Pin money - in a drugstore, clerks endorse the
products and they will receive pin money.
11. Mystery buyer - the drugstore clerk is entitled to
win instant price whenever he/she recommends a
product to a customer.
■ conduct in every company to test the customer
skills of the drugstore clerks.
● Adjusts to situation promptly and decisively
● Becomes sensitive to the other’s feelings
and expectations
● Goes beyond the selling and marketing
functions to a deeplong run friendship E.
E. Merchandising and Displays
● These are the billboards or paraphernalia
displayed in drugstores.
● Factors:
1. drugstore owners, pharmacists and
pharmacy aides’ personal
recommendation and/or endorsements
2. Product displays
3. Posters and other merchandising
paraphernalia

12. “Sale” campaign - seasonal, done during

season
■ Example: 3-day sale, Christmas sale

C. Sales Promotions (For Ethical Drug products)

1. Discount coupons for patients only the

prescriber
○ Discount coupons - they touches on the
humanitarian nature of the prescriber.
○ Example: If the coupon is for antibiotic, then
they will give the coupons to those who needs
antibiotics.

2. Prescription for a cause

○ It touches on the civic mindedness of the
prescriber to endorse.
○ Example: For instance the doctor prescribes
a specific ethical drug 10 times, as a return the
company will donate to the chosen charity of
the doctor.

3. Gifts for the needy

○ It touches the generosity of the prescribers by
rendering services for free

4. Medical Missions or Free Clinic Operations

○ It touches the unselfishness of the prescriber
to render free consultation
○ In this manner the company provides the
medicine.

D. Personal Selling
● It involves interaction between two or more
people
● They will observe each other needs and wants
of the customers
● In personal selling, these are the medreps.
They do personal selling to convince the
prescriber to prescribe their drug. ○ Ang mga
medreps dito is dapat madiskarte to convince
the customer and the doctor as well.