Marketing Plan

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MARKETING PLAN FOR GENERIKA DRUGSTORE

VALUE TO CUSTOMERS
the company’s focus is on quality generics, Generika Drugstore also carries branded medicines, medical supplies, galenicals and selected consumer goods – all at competitive prices. Its aim is to be a more complete drugstore than many typical outlets in the market.

Integral in the corporate mission is to put the satisfaction of our customers at the center of our strategies and plans, by serving their needs correctly, efficiently and by providing friendly and professional counseling. It is our desire to ensure that drugs are used in the safest and most effective way possible, which is why patient counseling by trained store personnel is a key part of our operation. All the stores are air-conditioned because we want to maintain the efficacy and potency of the medicines we sell, and to serve our customers in a more convenient and comfortable environment. Store personnel wear attractive uniforms. They undergo recurrent training courses to sharpen their technical knowledge and skills so that they give superior service to the customers.

While the company’s focus is on quality generics, Generika Drugstore also carries branded medicines, medical supplies, galenicals and selected consumer goods – all at competitive prices. Our aim is to be a more complete drugstore than many typical outlets in the market.

Integral in our corporate mission is to put the satisfaction of our customers at the center of our strategies and plans, by serving their needs correctly, efficiently and by providing friendly and professional counseling. It is our desire to ensure that drugs are used in the safest and most effective way possible, which is why patient counseling by trained store personnel is a key part of our operation. All our stores are air-conditioned because we want to maintain the efficacy and potency of the medicines we sell, and to serve our customers in a more convenient and comfortable environment. Store personnel wear attractive uniforms. They undergo recurrent training courses to sharpen their technical knowledge and skills so that they give superior service to the customers.

TARGET MARKET
Open for Metro Manila and nearby provinces (Cavite, Laguna , Batangas, Bulacan, Pampanga, Rizal) 25 to 60 square meters
Existing structure (no vacant lot)
Main street
Ground floor
High pedestrian traffic and near residential areas
Good visibility
Preferably near attractive landmarks

UNIQUE SELLING POSITION
Delivery service for a minimum P300 purchase of generics is an added convenience to our customers and is now offered daily in most stores.

Thus people can visit the stores and have their Blood Pressure monitored for free. Blood Sugar Screening (FBS/RBS) can be done for a minimal amount. They also conduct Libreng Konsulta, Libreng Bunot, and provide free cholesterol screening during special occasions. Generic awareness presentations are often made to senior citizen chapters and other groups to make them well-informed about generics.

SWOT ANALYSIS
STRENGHTS

a) They have a track record of sixteen company owned stores operating successfully. We have operated for more than 4 years and we serve about 3 million transactions every year.

b) They have the widest range of generic medicines among all drugstores. We want to be the pioneers of generic retail distribution and be the first ones to carry all new generic medicines now available on the market

c) They have a name which is catchy and easy to remember : GENERIKA

d) They have a clear emphasis on building an image of quality and service through carefully selected medicines, attractive store premises, airconditioning to preserve the therapeutic values of medicines and provide convenience to our customers, professional staff, computerized operations… At Generika, you can expect patient counseling by approachable Licensed Pharmacists and well-trained Pharmacy...
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