10 step marketing plan solmux chewtab jea

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10 STEP Marketing Plan for Solmux Chewtab

Jeanna Marie Santos-SuarezJuly, 2012

http://jeannasantossuarez.blogspot.com/

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


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


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


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


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


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


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


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


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


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


4. Solmux Chewtab Positioning

Get Relief Now!

Insta Cool Relief

“Get relief where you want, when you want”


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%


http://www.businessmirror.com.ph/home/companies/24989-pascuallab-retains-rank-in-cough-remedy-market

References


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


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


6a. Photo of product category


6a. Photo of product category


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


6a. Show how product looks vs. competition

Direct Competitors

Indirect Competitors


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


7. PriceChewtab’s price is

positioned in the middle of its two direct competitors. 50% below Robitussin, but

80% aboveAscof


8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use


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.


8a. More Bundling Promos

More bundling promos with More Famous UNILAB Brands with same PTM.


8a. Product Sampling

Product Sampling in offices with a large population of young professionals, such as call centers, Makati offices.


8a. Events appealing to Young Professionals

Organize events that involves activities in groups such as mall & office events.


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.


8b. Ascof TVCs, appeal to caring & sigurista moms

TV Commercials


8b. Ascof Events for Mothers, Raffle from POP

Events Targeting Mothers

Raffles


8b. Robitussin Liquigel, offering fast release

TV Commercials

Mall Events featuring Endorser


9. Solmux Chewtab is distributed nationwide via UNILAB distribution channels

Supermarkets, convenience outlets, drugstores

Nationwide Pick up by customers Cash and credit transaction


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


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


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

Business

10 step marketing plan solmux chewtab jea