MARKETING PLAN SAMPLE

Marketing strategy is required to their business to enhance their methods in

providing a better results and be top of all competitors.

Market Summary
The Pharmacy possessed useful information about their market that they want to
serve. They used this information for a better understanding on how to deal with
their market and how they are going to serve them a good service that only
Pharmacy can.
The table shows predicted percentage of market growth in each potential
customers. According to the PSA more than 50% of the consumers are
consuming product through pharmacy. We just assumed that 50% of the total
population in Pharmacy in each potential customer in the year when the
marketing plan is not yet in act. Every year the numbers of the potential
consumers grow by their predicted percenrage.
Market Demographics
The profile for the Pharmacy customer consist of the following demographic, and
behavior factors:

Demographic
According to PSA:
 Pharmacy has an equal ratio between male and female.
 A total of 50% of general papulation of the target market went to pharmacies
 Ages 15-19 are rarely go to pharmacy, almost half of them are minors that not
capable to buy prescribe medicine, mostly ages 20-44 are the one who go to
pharmacy. Those who are in the age of 45- 54, most of them are always stay in home
and not the one who buy the product. The age 55 and above are the one who needs
the product but most of them are have no strength to go to pharmacy, their decision
making of choosing where to buy is not whit theme.
Behavior Factors
 Users who are tired in going to the city.
 Users who have close relation to the personnel or the business itself.
 Users that build loyalty to the business.
 Users who are in more relevant and less priced medicine and other offered
product.
 Users who heard good things about the business from other consumers.
Market Needs

Pharmacy providing a quality products and services that relevant to the

needs and wants of their consumers. Pharmacy uses their good customer
relation into good service that brings them into profitable firm. Pharmacy
seeks to fulfill the following benefits that are important to their customers.

 Accessibility- Pharmacy is located near their core customers that makes

their products and services ease to acquire through their conveniently-
located store.
 Customer service- the pharmacy offers a reliable information on reading
doctors prescribed medication. They serve a good customer relation by
accommodating each well. They ensure that they bring satisfaction to
their customer.
 Pricing- the product offered by pharmacy is not just ensure to have a
good quality but in a lowest price for the customers can easily acquire.
Market Trends

Customer views about pharmacy nowadays is not just providing good quality of
medicine or any health related products but also offered different kind of
products like cosmetics products. The Pharmacy should adopt the changes on
how consumers their business and what is trends nowadays.
This is the indicators that their market will be wide and they will consider
additional target market not just for those who are capable to buy prescribe
medicine but also for the additional acquire products and services.
Most of its target market uses social media, Pharmacy should adopt this trends in
order to increase the growth of its profit. Online shopping also trends in a
pharmaceutical business that’s why pharmacy should consider together in
building a social media account to be more relevant to the consumers.
Market Growth

The stable profit of Pharmacy is the indicators of continuous customer

satisfaction. Because of increasing needs of health related products, the
competitors also begun to arise. Those consumers that not yet build loyalty has a
possibility of change their buying behaviors and acquire the product of Pharmacy.
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the
business and describes the opportunities and threats facing Katipunan Pharmacy.

Strength
 Pharmacy already stablish a customer loyalty because of being the first pharmacy who
operate a long time.
 The pharmacy gain trust from their consumers because of providing them reliable
services and relevant price.
 Pharmacy not only known by their service but also known to have a good proprietor
that being a good public official. This brings a good reputation to the business.
Weaknesses
 Lack of managerial skills
 Personnel lack of experience and knowledge about the business

Opportunity
 Capability to start establishing a branch
 Adopt 24/7 service
 Growing demand of medicine in the market

Threats
 Personnel compensation
 Growing competitors
 Government regulation
 Low consumer’s income
 Growing consumer’s belief about fate healer
Competition

Pharmacy is on the run of growing its market but there are lot of competitors to
consider who also growing and bring treats to the business. There is only one
direct competitor, but there are also indirect competitors like fate healers who
directly affect the business.

The strong culture of the Filipino, considering in rural place who have strong
bond in beliefs of the old ones that they can be cure without taking any medicine
made from science.
This can create big treats to the pharmacy, but because of the good reputation
and good customer relation the business it still surviving and continue providing
good quality of product and services.
Product Offering

Pharmacy is offering the following product:

 The first product is prescription medication both generic and name brand
 The second product offered are personal hygiene products
 The third product offered is school supplies. This product is rarely seen in any
pharmacies that makes them different.
 They also offered Beverage and frozen foods that mostly seen in other
pharmacy.
 In creating a marketing strategy, Pharmacy also need to adopt the trends in
their business today like acquiring cosmetic products.
Keys to Success
The key to success are:
 Adopt trends
 Maintaining good customer relation
 Maintaining relevant price in the product offered
 Maintaining good quality of product and services.

Critical Issues
The critical issues are for Pharmacy to:
 Expand and stablish branches to wider it market area.
 adopt 24/7 in service to acquire additional consumers especially those have
work in day time
 ensure personnel right compensation to motivate them at work
 acquire additional knowledge on managing a business and its function
Marketing Strategy

Pharmacy marketing strategy is to focus in providing quality of product and services in

more relevant price, by this action their loyal customer will stay and can attract more
potential customers by word of mouth from those who consume their product and
services.

All products are useful to all of the different segment this is a high indicator that it
has a big chance of success by maintaining their good customer relation.

According to the Philippine Statistic Authority 50.1% of the household went to

pharmacies this information is shows that more than a half of a total segment are
acquiring medicine in pharmacy that needs to give a better service like extending the
time of service and making it 24/7 open for everyone to acquire in the pharmacy and
not to the other competitor.

The Pharmacy also needs to develop and engage online strategy like creating social
media and adopt and accept online orders in order to serve those almost half of
household who don’t want spending their times going in a pharmacy.
Mission
Pharmacy mission is to provide customers a good quality of goods and services
and be more accessible to everyone. Maintaining a strong relation to customers
and be more relevant and give the best and reasonable price.

Marketing Objectives
to maintain positive feedbacks from the consumers
to expand its market area
to achieve increase of growth rate in sales
to deliver good and relevant services
to forecast possible treats and benefits
Financial Objectives
 to increase profit margin
 to stablish stability of increase in sales
 to be more profitable

Target Market
Health is very important nowadays and medicine is one of the necessities of
human. According to Philippine Statistic Authority (PSA), 29,035 total target
market of Pharmacy in the age of 15 and above. More than 50% of it target
market consume medicine in pharmacy and this will increase by promoting good
quality of products and services.
Pharmacy product targeting the growing number of old ones and those who needs
maintenance for their health. By continuing the good and accessible service this
will give a good progress and increase of number of target market in the next
three years.
Positioning

Pharmacy will position itself as the leading pharmacy and to the extent of other
geographical target. Pharmacy is providing a good quality of product and services
to its core costumer. The Pharmacy continuous effort of adopting change in the
market can take it to success. This will achieve by adopting the change and
trends propose by the marketing strategy.
Strategies

To be the leading pharmacy in the Philippines, the need to focus on making more
realizable plan that can help it happen. This will achieve by continuous effort of
the management and creating a good plan for the innovation and adaptation of
trends in the business.
Giving the best and what is good for both the business and consumers will give a
possible result. The pharmacy can use social media to reach their target market
whenever they may be. It helps a lot to evaluate customer’s satisfaction and it
can easily serve the consumer in their concerns.
This also can use as a tools of advertising products offered that helps the
consumer knows more and what benefits they can get in consuming the products.
Marketing Program

Pharmacy marketing program is comprised of the following approaches to pricing,

distribution, advertising, and promotion, and customer service.
 Pricing. this will base on a per-product retail price or not exceed to the price
given to the government regulation.
 Distribution. direct-to-customer will be use in this approach.
 Advertising and Promotion. The pharmacy will use the social media by making
their own page in spreading awareness about their product’s offered. This is a
wide range of advertising that helps a lot to promote their product in a wider
area.
 Customer Service. The pharmacy will train their personnel on dealing
customer and reading prescribe medicine and develop their skill on how to
deal in different customer behavior.
Marketing Research

Pharmacy is located less accessible than their main competitors, but this is not a
hindrance for their business to be more profitable. Pharmacy earn the customer
loyalty not just because of their good quality of products and services but also
because of their popularity and strong reputation in serving the local consumers.

They build their name for over 11 years in operation that gives it an edge to their
competitors. It provides their consumers a lot of variety of products that their
main competitors can offer. The Pharmacy is not just building the name of its
own but also for the people as it brings the name of municipality.
Financials

This section will offer the financial over view of Pharmacy related to marketing
activities. Pharmacy will address sales forecast, expense forecast, and indicate
how these activities link to the marketing strategy.

Sales Forecast
This sales forecast shows the Pharmacy estimating sales in the future to help
them for the decision making. There are lot of groups, as you can see instead in
listing it all, we comprised them and make it two groups to make it more
relevant to the reader.
Annual Sales Forecast

Sales forecast is important to identify the profit margin and see how the plan affects the margin.
To calculate sales forecast, assuming that the pharmacy sales have 75,000 pesos per month or
900,000 a year, get the total sales contribution of each target market to the total annual sales.
After getting their total sales contribution add the additional percentage from their forecasted
market growth and then you can get the sales forecast after the implementation of the plan.
Ex. 15-44 yrs. old have 5% average market growth and have 60% total profit share
Computation;
P900,000 x 60% = 540,000 x 5% =27,000
P540,000 + P27,000 =P567,000(total sales)
P567,000 x 5% + P567,000 = next year growth
The direct cost of sale is the cost of goods sold. To get the DCS, you need to deduct the possible
profit to the total sales.
DOH provides the markup price for all health related products. Only 5% to 10% allowed with
accordance to the law. In this case we assumed that all the products of Pharmacy has 10% markup
price, that 10% markup is the one we use as a profit.
formula;

profit = total sales x 10%

DCS = profit – total sales
Expense Forecast
The expense forecast helps the management of Pharmacy to establish a good
information for a better implementation of the marketing plan. This will be the guide
for the management in step by step process in implementing plan.

Milestones
Pharmacy should identify which should be done first and what would be the proponent
of each proposed plan with the corresponding budget.
We assumed that that advertising campaign cost P2,500 including the promotion and
advertising the vacancy needed for the proposal.
Other plan doesn’t need to have a budget because it only cost effort by the
management.
Marketing Expense Budget

In implementation of the plan you need to come up with the budget for the
realization of the plan.
By reading this marketing expense budget table, the management can have a views on
how can the plan affects the profit of the business.
The lower the percent of sale the better as shown in the table. The contribution
margin shows the sales deducted all the expense including the cost of goods sold. The
contribution margin/sales percentage is the percentage of what is the contribution of
the expenses to the sale.
Percent of sales =TS and ME /TS (table 4.1) x 100
CM/sales = CM/TS (table 4.1) x 100
Contribution margin= TS (table 4.1) –cost of sales (table 4.1) –TS and ME
Controls
The marketing plan will be the guide of Pharmacy management to stablish more
efficient and effective services towards their core customer. The following areas
will be monitored to measure performance:
 Revenue: monthly and annual
 Expense: monthly and annual
 New time of service development
 New-hired personnel

Implementation
In order to accomplish each of indicated programs in the milestones, the
management should allocate budget and should be on time as indicated
individually.
Marketing Organization
The manager will be responsible for all activities regarding marketing programs. The Head
Pharmacies/Owner will serve as guide of the flow in implementation.

Contingency Planning

Difficulties and Risk

 Insufficient resources
 Lack of knowledge in marketing
 Already-stablished competitors
 Changes in environment
 Consumers buying behavior

Remedies
 Come up with contingency fund
 Do further research regarding on marketing activities
 Innovate and continuous update on trends
 Maintain good services
Worst-case risks
 Determining that the business cannot support changes. To realize all the plan
for the future the firm must come up or prepare a budget. This is the worst
case because even if the business stablish plan to come up with a solution in
every difficulties and risk if the organization has no budget the plan will be
nothing.

Remedies
 Forecast possible budget and expenses before come up with the plan to avoid
waste of time and effort.