Marketing Plan
MHM-MBA MIPSS BF HOMES
GROUP 3
ABUBO, Anthony Lester M.
AGUILAR, Ardie A.
PAGUNSAN, Cirilo V.
SAN LUIS, Vivian Daly M.
February 14, 2021
EXECUTIVE SUMMARY
Pharmaceutical companies/Pharmacy businesses in a third-world country like
ours have a moral obligation to act ethically, responsibly, and transparently which play
an essential role for effective healthcare strategies and services. And it is through this
principle that we are guided and thereafter pattern our strategies and services.
Centaur Pharmacy has been serving the healthcare needs of people for over ten
years. It is a medium-scale retail drugstore that has been operating since October 10,
2010. It is located in the heart of Manila, in Dimasalang, Sampaloc, in front of St. Jude
Hospital and Medical Center. The staff, consisting of one registered-pharmacist and two
pharmacy-assistants, is very well-trained and are continuously updated with the latest
seminars being offered and certified by the Food and Drug Administration. To put clarity
and emphasis, we work on the tagline “Eksperto Sa Generics” to highlight our brand’s
mission and purpose. The store’s floor size is 15sqm (with 15sqm as the minimum
requirement of the FDA for operation) with a monthly rental fee of Php9,000 and with its
own line of Meralco and Maynilad metered connections. The store’s operating hours is
Monday to Sunday, from 8am to 8pm. It will soon open four more branches in South
Luzon, the properties where these will be built will be funded via PAGIBIG financing.
Marketing Plan
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February 14, 2021
Centaur Pharmacy also offers the following:
1. Free medical check-up once weekly
2. Quarterly laboratory package for a discounted fee of Php250 per patient,
consisting of 12L-ECG, CBC, FBS, serum creatinine, serum uric acid,
cholesterol, SGPT and urinalysis
3. Free BP monitoring
4. Random blood sugar monitoring by glucometer for a minimal fee of
Php50/strip
Chronic illnesses like hypertension, diabetes type 2, gouty arthritis, to name a
few, remain to be the top debilitating diseases of the Filipinos. The objective of Centaur
Pharmacy is to provide excellent health for all by easy accessibility and marked
affordability.
Page 2 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
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February 14, 2021
INTRODUCTION
Though a quarter of the Filipino population lives in dire poverty, the per capita
income of the Filipino population is $7,282 dollars that is almost $2,000 more than that
of India ($5,350). This automatically means that the Filipino population is wealthier, thus
being able to spend more on quality medication.
Despite there being generic counterparts to branded drugs, much of the
population opt into consuming branded drugs that are of a higher price. This is often
due to the belief that higher priced drugs will be of a superior quality. Though generic
drug pricing and the Botika ng Barangay (BnB) programme do exist in the Philippines,
the biggest task for the government continues to be the effective implementation of
these rules.
The Philippines pharmaceutical market is ranked 11th as the most attractive
pharmaceutical market in the Asia-Pacific market and 3rd third largest in ASEAN, after
Indonesia and Thailand.
In 1988, the Government legislated the Generic Drugs Act in order to make drugs
more affordable and accessible particularly for the poor. However, the Generics Law
failed to effectively encourage the extensive use of generic prescribing by medical
practitioners. Generic drugs, though cheaper than their branded counterparts, do not
sell due to customers’ lack of information on generic drugs’ safety and efficacy.
In the Philippines, pharmaceutical retail is of two kinds: generic and branded.
Page 3 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
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ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
February 14, 2021
Generic drugs are always less expensive, it costs about thirty percent to eighty
percent less than the brand name drug. Generic drug means more cost-saving to the
consumers.
An example of DPCO (Drug Price Control Order) in India for MNC’S (Multi
National Company) versus open pricing of MNC’s in the Philippines is as follows
Country
India
250mg/100 tab
SmithKline Beecham
Brand
Name /
Generic
Amoxil
Philippines
250mg/100 tab
SmithKline Beecham
Amoxil
$ 29
India
150mg/100 tab
Glaxo
Zantac
$3
Philippines
150mg/100 tab
Glaxo
Zantac
$ 95

Dose
Manufacturer
Price
$ 10
Source: Dr. K Balasubramaniam. “Retail Prices in Asia-Pacific Region”, HAI
News, No 86ec 1995
From the table above, it is evident that any pharmaceutical company interested in
investing in the Philippines stands to make larger profits here.
As for the Law Compliance, The Generics Act of 1988, also known as Republic Act
(RA) 6675, seeks “to promote, require, and ensure the production of an adequate
supply, distribution, use, and acceptance of drugs and medicines identified by the
generics names.” This law was written to ensure sufficient supply of medicines in the
country at the lowest possible cost. In 2008, RA 9502 (Universally Accessible and
Page 4 of 19
Marketing Plan
February 14, 2021
MHM-MBA MIPSS BF HOMES
GROUP 3
ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
Quality Medicines Act of 2008) amended the Generics Act by prescribing more severe
penalties to those who fail to comply with Section 6 of the law. Drug manufacturers were
also required to include prominent labeling regarding equivalent therapeutic efficacy of
generics.
Centaur Pharmacy started by two physicians who once conducted free medical
check-ups on a starting retail drugstore of their friend, from then on the concept of
having an owned retail drugstore entrepreneurship and helping the marginalized sector
of the society as well even reaching the middle-class consumer, started what was once
just an idea. And soon Centaur Pharmacy will be having four branches located in
Southern Luzon.
Page 5 of 19
Marketing Plan
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ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
February 14, 2021
Centaur Pharmacy Income Statement for Year January 28,2020 March 28,2020
Revenues
Year to Date This Year
Year to Date Last Year
Sales-Drugs
2,220,000 pesos
2,000,000
Non-Meds (Galenicals)
3,200,000 pesos
2,800,000
Total Revenues
5,400,000
4,800,000
Table # 1
ENVIRONMENTAL ANALYSIS
Strengths
Weakness
STAFF
Affiliated
pharmacists
are trained in
product,
procedure and
technology for
inventory
monitoring and
recording plus
timely ordering
There are only 2
assistant
pharmacists and
1 licensed
pharmacist.
Need another
pharmacist
who is willing
to be trained.
Loyalty of the
affiliated
pharmacist is
questionable
most
especially
when piracy
from the other
pharmacy is
rampant.
SERVICE
Centaur
Pharmacy has
the complete
facility for
branded and
generic
medicines. It
Sometimes
others
medications are
not being
replenished
weekly. There is
a delay in the
Improve the
refilling of
medications by
proper
inventory. May
have weekly
free medical
There is
competition
with nearby
hospitals that
offer the same
service
Page 6 of 19
Opportunities
Threats
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release of the
also offers
blood chemistry official results,
laboratory and
ECG and a
once a month
free medical
check-up. It is
open from
Mondays to
Sundays and
even holidays
February 14, 2021
check-up
instead of
monthly that
may help in
increasing the
revenue,
TECHNOLOGY
The pharmacy
uses point-ofsale system
that automates
the inventory. It
is being used to
program the
sales,
promotions and
discounts.
Preventive
maintenance is
technician
dependent. The
CPUs used for
the POS are
second hand.
Currently, POS
needs to be
repaired.
Avail brand
new POS.
Nearby
pharmacies
use also POS.
PRICING
Centaur
Pharmacy
offers
competitively
priced
medicines.
There is little
room to lower
the prices.
Possible tie up
with a
government
agency/clinics
to compensate
the price with
patient volume
Other
pharmacies/in
stitutions may
offer
medicines at a
lower price
and steal our
market.
BENEFITS
The Centaur
Pharmacy
offers once a
month medical
check-up
Some
customers/peopl
e are not aware
regarding the
free medicalcheck-up
Provide an
effective
information
campaign to
the people
regarding this
privilege.
Other
pharmacies
also offer free
medical checkups
Page 7 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
GROUP 3
ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
Centaur
Can only be
LOCATION
Pharmacy is
accessible by
accessible by
walking during
car, tricycle,
rush hour and
taxi and even
rainy season.
by walking. It is
located
strategically
near
commercial and
residential
areas. It has its
own parking
space.
February 14, 2021
Creating a
cellphone
application/
Tie- up with
delivery
services is
being eyed to
deliver the
medicine right
at their
doorsteps.
Other
pharmacies
have already
started
collaboration
with delivery
applications/co
mpanies for
the movement
of their
products
PHARMACY
LAY OUT
There is
adequate
space for the
customers wish
to buy
medicines
Floor design,
site conditions
and equipments'
size have been
overlooked.
Renovation of
the pharmacy
is being eyed
to
accommodate
more
customers/pati
ents.
The nearby
pharmacies
have more
spacious
buildings.
PROMOTIONS
Centaur
Pharmacy has
been providing
quality
medicines
since 2018
Pharmacy
advertisement is
aimed at
medicines and
not to its tie-up
with laboratory
nor its free
medical checkup. No other
advertisement
was done aside
from word of
mouth to the
employees of
St. Jude
Hospital.
Suppliers of
the medicines
can help with
the promotions
through
marketing
support fund.
Other
pharmacies
have been
promoting their
services
ahead of
Centaur
pharmacy.
Page 8 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
GROUP 3
ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
February 14, 2021
PORTER’S 5 FORCES
1. Competitive Rivalry
HIGH
Certain institutions such as The Generics Pharmacy, Mercury Drug and St. Jude
Hospital Pharmacy. Some offer low priced medicines with other benefits.
2. Threat of Substitution
HIGH
Existing nearby Pharmacies may consider to add variety of medicines.
3. Bargaining Power of Customers
LOW
Pricing is similar compared to the other pharmacies. There is little room to lower the
prices.
4. Bargaining Power of Suppliers
MEDIUM
Most of the medicines come from Bambang. Other pharmacies get their medicines from
Bambang.
5. Threat of new entry
HIGH
Other people may also consider putting up a pharmacy since it is near to hospitals and
clinics even though the capital is high. Centaur Pharmacy is still not yet known to other
places.
Page 9 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
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February 14, 2021
MARKETING OBJECTIVES
Key Result Areas
1. Sales / Services
The Target increase in sales of 6% in the year 2021 compared to the previous
year
2. Profit
The Pharmacy is estimated to make an annual increase in profit of 54% in the
year 2021 compared to the previous year
3. Market Share
The Philippines pharmaceutical market is valued at $960 million in 2001.
Approximately 69% of market is controlled by the multinational companies
(MNC’s), whilst the remaining 31% belongs to the generic companies.
Mercury Drug Store
Sales: 48 billion est.
-operates a national chain of more than 800 drugstores, including companyowned and franchised store. Estimated to sell as much as 60% of all medicines
sold each year in the Philippines. It follows the American model, combining drug
and medical equipment sales with over-the-counter medicines, personal care
items, basic household needs, cosmetics and other beauty products.
Page 10 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
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February 14, 2021
The Generic Pharmacy
-more than 1,000 branches in Northern Luzon Southern Tagalog, Metro Manila
and the Bicol Region, including VisMin region.
TARGET MARKET
The primary target market is the residents living nearby Dimasalang, Sampaloc,
Manila and nearby Barangays. We cater to all ages and gender, but more specifically to
elderly patients who have their maintenance medications a necessity. The target market
is the lower to middles class population.
The secondary target market is the blue-collar worker who does not have
medical benefits from his/her company and is receiving subsistence wage. Typical poor
Filipino whose job is in the informal sector of economy. Small entrepreneurs can also be
identified as one of the target market.
A. Geographic
Manila is known to be the most densely populated area in the world as of 2018. It
is composed of 16 districts. Centaur Pharmacy is located in Dimasalang St., Sampaloc
Manila.
The Dimasalang
Street is
a
major
road
between
the
districts
of Sampaloc and Santa Cruz in the City of Manila. Running 1.9 kilometers (1.2 mi) in
the
north-south
direction,
it connects Lacson
Avenue and
to Blumentritt Road, near the city's border with Quezon City.
Page 11 of 19
Laon
Laan
Street
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February 14, 2021
The entire route is designated as National Route 162 (N162) of the Philippine
highway network and a component of Radial Road 8 of the Metro Manila arterial road
system.
Nearby Areas
Population
Distance from
Centaur Pharmacy
Manila
1.7 million
N/A
Makati
583 thousand
1.0 Km
Mandaluyong
386 thousand
2.6 Km
San Juan
122 thousand
4.3 Km
Pasig
755 thousand
7.6 Km
2.9 million
12 Km
Quezon City
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Marketing Plan
MHM-MBA MIPSS BF HOMES
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February 14, 2021
There are 3 nearby pharmacies within the 10km radius of Centaur Pharmacy.
These pharmacies are namely The Generics Pharmacy, Mercury Drug and St. Jude
Hospital Pharmacy.
Nearby Competitors
Distance from Centaur Pharmacy
The Generics Pharmacy
1.1 Km
Mercury Drugstore
1.1 Km
St. Jude Hospital Pharmacy
0.05 Km
Page 13 of 19
Marketing Plan
MHM-MBA MIPSS BF HOMES
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February 14, 2021
B. Demographics
For this marketing plan, Centaur Pharmacy will provide accessible and affordable
medicines to Manila residents as well as its nearby cities, across all ages. The Centaur
Pharmacy will most likely provide medicines to the patients/ relatives of the patients of
the nearby hospitals who will be buying quality and affordable medicines. Majority of
these residents in Metro Manila belong to the middle-income class. Our target market
shows people who are health-conscious.
C. Psychographics
Majority of our market are health-conscious. They may be patients with
comorbidities, or just simply buying multivitamins to boost their immune system. They
acquire information through health ads, from the internet, word of mouth from
employees of the hospitals, their relatives and friends.
Page 14 of 19
Marketing Plan
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February 14, 2021
POSITIONING STATEMENT
Product Positioning
Centaur Pharmacy is positioned as one of the most trusted and reliable
pharmacy in its vicinity. Throughout its 10 years of operation, it never fails to conduct a
once-weekly free medical examination. The people will no longer have to worry about
needing to go to the hospital for a simple check-up of a minor ailment or no longer have
to immerse in long lines in the health center just for a prescription. The customer
satisfaction is met because they are treated equally and fairly despite the free utilization
of service.
Brand Positioning
Centaur Pharmacy – Eksperto Sa Generics. Health For All. Accessible. Affordable.
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Marketing Plan
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February 14, 2021
PRODUCT:
Centaur Pharmacy – Dimasalang, Sampaloc, Manila offers a wide range of
product, not only affordable, new and potent medications but as well as other necessary
products for hospital use and monthly diagnostic promos.
PRICE:
PRODUCTS
Metformin 500mg
Amlodipine 5mg
Losartan 100mg
Cefalexin 500mg
Co-Amoxiclav
625mg
Cefuroxime
500mg
Ascorbic acid
500mg
Clindamycin
500mg
Omeprazole
40mg
CENTAUR
PHARMACY
1.25
4.50
9.00
5.25
25.00
MERCURY
DRUGS
1.25
4.50
9.00
5.25
25.00
THE GENERICS
PHARMACY
1.25
4.50
9.00
5.25
25.00
32.75
32.75
32.75
1.25
1.25
1.25
10.00
10.00
10.00
9.00
9.00
9.00
PLACE:
The place is accessible by all types of transportation and it is only 100 meters
away from St. Jude Hospital & Medical Center, 200 meters away from Dangwa and 700
meters away from Infant Jesus Hospital, these places are mostly the main target
population of the pharmacy.
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February 14, 2021
PROMOTION:
Promotions include Free monthly check-ups, BP monitoring and a laboratory
package worth 250 pesos which includes CBC, FBS, cholesterol, SGPT, serum uric acid,
creatinine, urinalysis and 12L-ECG.
Advertisements will be disseminated mainly via Social Media with reinforcement
print ads, brochures and leaflets.
CHART OF ACTIVITIES:
MONTH
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
ACTIVITIES
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; brochures, leaflets and
print ads
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; Free FBS screening
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; Public Health Lectures
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; brochures, leaflets and
print ads
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; Publics Health Lectures
Free weekly check-up and BP
monitoring; Blood chemistry and
Page 17 of 19
BUDGET
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Marketing Plan
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diagnostic package worth 250
pesos
JULY
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; brochures, leaflets and
print ads
AUGUST
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; Public Health Lectures
SEPTEMBER Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos
OCTOBER
Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; brochures, leaflets and
print ads
NOVEMBER Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; Public Health Lectures;
Printing of Calendar give-aways
DECEMBER Free weekly check-up and BP
monitoring; Blood chemistry and
diagnostic package worth 250
pesos; raffle coupons for
consumers with a single receipt
purchase of 1,500 pesos
Page 18 of 19
February 14, 2021
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 4,000 PF of MD
Donations
Php 3,500 Printing service
Php 4,000 PF of MD
Donations
Php 2,000 Printing service
Marketing Plan
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ABUBO/AGUILAR/PAGUNSAN/SAN LUIS
February 14, 2021
OUR DEEPEST GRATITUDE TO OUR BELOVED MENTOR,
DRA. FRANCE MANTO
FOR ALL THE HELPFUL AND MEMORABLE KNOWLEDGE YOU HAVE TAUGHT US
ABOUT MARKETING! 
MAY GOD BLESS YOU ALWAYS 
E N D
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