Taisho Pharmaceuticals Philippines Inc.

Present

New (Paracetamol) Tempra Chewable Candy Tablet

“May sakit si anak paiinumin ng gamot ni

nanay ayaw ni anak problimado si nanay”

 

Overview

Taisho Pharmaceutical Philippine Inc. is a global company firmly focused on its mission to discover, develop and deliver innovative

medicines that help patients prevail over diseases.

After forty years, the company generated the new products that allow you to

medicine your children easily. The new paracetamol tempra chewable tablet

with various flavor that children will enjoy. It is easily to dissolve.

Product Description

The New Paracetamol Tempra Chewable Tablet Now in different variant flavors: orange, grapes, strawberry. Easily to dissolvedAs a non-salicylate analgesic-antipyretic for relieving fever due to the common cold and other viral or bacterial infections.

Dosage And Administration:

Children: 80 mg every 4 to 6 hours, not to exceed 65mg/24 hours; or according to age (see Table I).

Table I—Tempra Chewable

Age Maximum: 1 chewable tablet/80 mg

4 to 6 years 2-3 chewable tablet/day

7 to 9 years 3 chewable tablet/day

10 to 12 years 3-4 chewable tablet/day

Storage:

All chewable tablet pads have child-resistant closures and are safety sealed. In an all new cartons are safety sealed.

Goals of the Product Launch

What is all about? This product launch has been held to introduce the new products of Taisho Pharmaceutical. The new Tempra chewable Tablet developed for every mommies out there.

To show the new Tempra commercial for the first time.

To promote the fineness of Tempra Chewable Tablet.

To build sales momentum

To discuss the benefits of this new product.

Marketing Objectives

Sales ObjectivesSales of worth 2,500,000 for initial 12 months by doing promotional and introduction

Profitability Objective:To earn profit of 10% of sales initially.

Market Share Objective:To attain 05-10% market share for initial one year.

Customer Satisfaction:We plan to provide our customers with the best of quality, health and convenience, at low and affordable prices.

Ways Planned To Adopt To Help Improve Our Customer Service:

1. Stay in contact with customers on a regular basis2. Create a customer focus group by inviting 10 to 20 loyal customers to meet regularly.3. Have a web site that is easy to navigate. Add a frequently asked question's "FAQ" page and explain anything that might confuse your customers or visitors.4. Resolve customer complaints quickly and completely. Answer all e-mail and phone calls within a few hours.5. Not to make customers or visitors hunt for contact information. Make it easy for them to contact us.6. Give our employees bonuses or incentives to practice excellent customer service. Tell employees to be flexible with each individual customer, each one has different concerns, needs and wants.7. Give your customers more than they expect.8. Reward in points -- give customers a point for every Peso they spend.

Competitive Analysis

Competitor 1: Neo Aspilet /Neo Kiddielets

Manufacturer: UNILAB

Competitor 2: (Ibruprofen) Dolan

Manufacturer: Pediatrica

SWOT Analysis

STRENGTH

- Result oriented approach.

- The brand is going to be well accepted in the country.- Quality- New idea of packaging

WEAKNESS

- We may be unable to achieve projected sales.

- Varied consumer preference.- Target on the housewives

OPPORTUNITY

- The market is always open for innovation.- Participation within a growing market.- High penetration levels.- The large increase in customer base that follows with the acceptance of the product by one customer.- Changing needs of customers.- Innovation according to the changing

preferences of the new generation.

THREAT

- Existing players in the market.- Chances of idea of product being copied.- Change in consumer preferences.

Target Customer

Geographic

Country-PhilippinesRegion-Metropolitan cities and cosmopolitan cities

(Metro Manila, Quezon City, Cebu, Davao and other important cities.)

Demographic:

Age - 4-12Gender - Male, femaleIncome - A- F Households with A

households having highest income and F is the lowest

Social Class - Upper-Middle class and Lower class.

Behavioral Segmentation:

(a) Purchase Occasion:· Regular occasion· Special occasion(b) Benefits Sought:· Quality· Service· Economy(c) User Status:· Nonuser· Ex-user· Potential user· Regular user

Sales Setup

Sales Setup:Sales Controller

GSM TMM

Branch Manager Sales Category

Area Manager

LDM or Territory Managers & JMs

Positioning

The Taisho Pharmaceutical will position the Tempra Chewable

Tablet as the premier, no. 1 fever chewable tablet medicine in the

Philippines.

offer a good selection, great service, and better prices than other pharmacies.

Strategies

create customer awareness regarding the product offered, develop the customer base, and work toward building customer loyalty and referrals.

use advertisements to communicate the message.

Marketing Mix

PRODUCT PRODUCT CLASSIFICATION:Tempra Chewable tablet is a consumer product. Product Quality:Taisho Pharmaceutical Philippine Inc promises the highest quality of all of its products. As such Tempra Chewable Tablet is also manufactured to the highest standards.

Product Features:Tempra Chewables Tablet offers new best features for the new millennium; different variant of candy flavor tablet. Easily to dissolved.

PRICETaisho Pharmaceutical’s marketing objective is primarily to tap the upper middle class and lower class segments.

The following grid summarizes the above discussion on pricing strategy.

Higher Prices Lower prices Higher quality Lower Quality

Premium strategyValue based pricing

Good Value strategy

Overcharging strategy

Economy strategy

PLACE:Taisho Pharmaceutical believes in synergy, that is a perfect blend of all the components of marketing mix. Proof lies in it having the most efficient and the larger distribution (networks) system in our country.Multiple distribution channels are to be used for Tempra Chewable Tablet. Channel Levels:Multiple distribution channels are used by Taisho Pharmaceutical are as follows:

PROMOTIONTaisho Pharmaceutical being the market –oriented and the customer-oriented company its marketing efforts are relatively the most. The most concentrated promotion techniques used are television and advertisements For Tempra Chewable tablet the marketing used will be Visibility marketing and Media marketing.

VISIBILITY MARKETING:Tempa Chewable Tablet will concentrate more on visibility and availability. This includes print advertisements, price cards, posters at vendor’s shops, sign boards, etc MEDIA MARKETING:Taisho Pharmaceutical will use different newspapers and magazines for promoting Tempra Chewable Tablet but the major emphasize will be on advertisements shown at the times loving mothers are watching TV. The ads also run at different times of the day especially between 6.30 to 7.30 in the evening.It themes: Alagang ina, Galing ng Tempra in Chewables na!

SALES PROMOTION:Taisho Pharmaceutical will also play its role in promoting Tempra ChewableTablet by arranging different events like games and shows in different places. PERSONAL SELLING:Taisho Pharmaceutical will adopt personal selling in order to introduce and promote Tempra Chewable Tablet. It will also try to come up with consumer promotion by giving trade off to the retailers.

OTHER MEDIUMS:Print ads in magazines such as Women’s Own, She, etc, and those read by average but literate house wives. posters, trade flags (hung at the retailers) inducing consumers to try the latest medicine of Tempra. Besides this the health programs shown on TV will be a good promotion tactic as these programs will show Tempra Chewable Tablet use in different part of the Philippines as well as other countries.

symbol and the color of the box of Tempra Chewable Tablet is also a good way to communicate to the consumer who can’t read but can easily recognize the box by the fruits symbol or the blue and white color scheme

Tagline

Alagang ina, galling ng tempra in chewables na!

Thank you For Listening ^_^