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10 STEP Marketing Plan for Zykast(Montelukast Sodium/Levocetirizine diHCl)

Joseph P. CooAugust 2015

http://josephpcoo.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. Target: Doctors prescribing antihistamines to patients 15 years old and above suffering from allergy and asthma

2. NWD: Need for an immediate and long-acting antihistamine medication that is easy to take, has minimal side effects at a reasonable price

3. There is one other brand with the same formulation4. Opportunity is found in the lack of competition and

innovativeness of product. Zykast fulfills the need for an effective, affordable and safe product that can treat the symptoms of allergy and asthma.

5. Market is currently at P11.9 billion with a 3% value sales growth

Zykast PTM and Market

6. Zykast (Montelukast Sodium/ Levocetirizine diHCl) 10mg/5mg tablet is an antileukotriene/antihistamine that is indicated in relief of symptoms associated with seasonal and perennial allergic rhinitis and asthma in patients above 15 years of age

7. Zykast is 30.50php SRP per tablet and comes in packs of 30 tablets

8. Promotional effort is from medical representatives and the referral or word-of-mouth from other physicians who have prescribed the product with great success

9. Zykast is available at all major drugstores nationwide10. Zykast will differentiate through the use of its more

established brand name and innovative treatment of both allergic rhinitis and asthma

Zykast Marketing Mix & Strategy

1. Zykast Primary Target Market Physicians who see patients > 15 years old suffering

from allergies and asthma (ex. Allergists, Immunologists, Pulmonologists, General Practitioners)

Doctors whose main objective is to relieve patients of symptoms and causes of illness

Behavior (when consumed, how much, how frequent, special concerns)

Prescription of antihistamines to more than 10 million sufferers of asthma and allergies, there is a need for the introduction of more effective combinations and affordable brands

Describe your PTM needs

6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

Fulfilling role of doctor

Minimize side effects

Relieve symptoms of px

Recognition as competent

Affection of patients

2. Zykast NWD Need: To be successful in treating

patients suffering from allergies and asthma, to receive praise as a competent physician

Want: Efficacious product, minimal side effects, affordability, respected brand

Demand: Effective product, patient compliance, availability

3a. Direct and indirect products that address Zykast’s NWD There is one other drug that is the

same clinical profile as Zykast: Co-Altria (Ajanta Pharma Phil.)

Factors that can affect choice of physicians include efficacy, side effects, price, brand recognition, clinical studies

3b. Position map for antihistamine/antiallergy

Price vs. Quality Matrix as of 2015

High price

Low price

High quality

Low quality

Zykast

Co-Altria

4. Gap between customers and competitionOpportunity is found in the lack of competition and

innovativeness of product.

The need for a effective, affordable and safe drug that can be used to treat symptoms related to allergic rhinitis and asthma.

For patients 15 years old and above, suffering from symptoms of allergy and asthma, Zykast tablet is an antihistamine/antiallergic formulated tablet that can not only treat immediate but also long-term symptoms.

5a. Estimate the market size using competitor data There is lacking information online that

is credible to make any estimation on market size

Market size on cough, colds and allergy medication are currently P11.9 billion with value sales growth of 3% (http://www.euromonitor.com/cough-cold-and-allergy-hay-fever-remedies-in-the-philippines/report)

5b. Estimate the market size using company data

1. Market size of P11.9 billion for cough, colds, allergy remedies

2. Since the product is relatively specific for those with asthma and allergic rhinitis symptoms, market share for Zykast should be a very small percent of the market size for cough, colds and allergy remedies

5c. Estimate the market size using customer data

1. Usage per day or per year Per person

1 tab (10mg/5mg) once daily for 7 days Ave. cost per tab = P30.50 Ave. treatment cost per day = P30.50 Ave. treatment cost per week =

P213.50 Ave. cost of treatment per person per

year = ~P78,000

5. Actual market size1. Competitor data= P11.9

billion

2. Company data = N/A

3. Customer Usage data = N/A

6a. Zykast vs. Co-Altria

6b. Product DescriptionZykast (Montelukast Sodium/

Levocetirizine diHCl) 10mg/5mg tablet, comes in packs of 30 tablets, is an antileukotriene/antihistamine that is indicated in relief of symptoms associated with seasonal and perennial allergic rhinitis and asthma in patients above 15 years of age.

7. Price Zykast (30.50php) vs. Co-Altria

(29.50php) per tablet 3% difference in price Premium pricing strategy is used

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

1

2

3

8a. Zykast Promotions Medical representatives visit clinics Product samples Gifts and giveaways Physician word-of-mouth/referral

8b. Competitor promo Word-of-mouth and referrals

9. Place Zykast is available in all major

drugstores nationwide

10. What is the generic winning strategy?

Low Cost Producer Supply and Distribution Leverage Differentiation Niche

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SUMMARY

1. Target: Doctors prescribing antihistamines to patients 15 years old and above suffering from allergy and asthma

2. NWD: Need for an immediate and long-acting antihistamine medication that is easy to take, has minimal side effects at a reasonable price

3. There is one other brand with the same formulation4. Opportunity is found in the lack of competition and

innovativeness of product. Zykast fulfills the need for an effective, affordable and safe product that can treat the symptoms of allergy and asthma.

5. Market is currently at P11.9 billion with a 3% value sales growth

Zykast PTM and Market

6. Zykast (Montelukast Sodium/ Levocetirizine diHCl) 10mg/5mg tablet is an antileukotriene/antihistamine that is indicated in relief of symptoms associated with seasonal and perennial allergic rhinitis and asthma in patients above 15 years of age

7. Zykast is 30.50php SRP per tablet and comes in packs of 30 tablets

8. Promotional effort is from medical representatives and the referral or word-of-mouth from other physicians who have prescribed the product with great success

9. Zykast is available at all major drugstores nationwide10. Zykast will differentiate through the use of its more

established brand name and innovative treatment of both allergic rhinitis and asthma

Zykast Marketing Mix & Strategy