This document outlines a 10 step marketing plan for Sangobion, a supplement containing ferrous gluconate and vitamins/minerals. The plan aims to expand Sangobion's market share of the estimated PHP20 billion women's supplement market in the Philippines from its current PHP600 million. Key steps include targeting women who want improved performance and health, positioning Sangobion as the price leader, and promoting through various educational and online advertisements to establish Sangobion as the supplement of choice for an active lifestyle.
1. Sangobion ® 10 Step Marketing Planfor Ferrousgluconate + Vitamins and Minerals DOROMAL 19 January 2011
2. Making the Most out of Life! Target locked on Women Who want improved performance, stamina, and protection from anemia Has few competitors and only 1 substitute Competition does not offer same benefits nor as reasonable a price Estimated total market size Php20BSangobion® covers Php600M
3. Making the Most out of Life! Product: Ferrous sulfate Sangobion® Price: As low as Php78/month Promo: Educational Print ads, On-line forums, Commercials, Web site, Promotions at events, company website, and flyers Place: In leading pharmacies nationwide! Price and brand leaderto expand current niche
4. Step 1- PTM Women Of reproductive age: 30,410,691 (30.41%) Social classes ABC and D: 24,328,553 (24%) Anemic/ Iron deficient 42% of Filipino women*: 22,677,772 (33%) Total market size Php20 billion Total market share Php600 million * WHO 2010 report
5. Step 2– Hierarchy of Needs I actualize my potential as a mother Healthier, rosy glow Happy family= Good mother Supplements as perceived elevation of social standing I am prevented from anemia My nutrition is complete
6. Step 3 - The Competition Competitors Direct Competitors: Iberet Active Indirect competitors: Multivitamins, Food supplements, Vitamins + Supplement mix Competitive position PRICE leader BRAND Positioning Perceived performance and reliability Accessibility
7. Step 3 - The Competition Clusivol OB Sangobion Enervon Iberet Active Centrum Complete Nutri Lite Alive!
8. Step 3 - The Competition Clusivol OB Sangobion Enervon Iberet Active Centrum Complete Nutri Lite Alive!
9. Step 4 - Gaping Opportunities Sangobion® is the only FeSo4+ MVT That provides added energy, health, and aesthetic benefits For motherswho feelweak, easily fatigued and anemic To be able to out-perform others and want more out of life!
10. Step 4 - Gaping Opportunities Other brands focus only on anemia, on improving stamina/ energy, or being supplemental to food Expansion to include All women of reproductive age All social classes All pregnant women All Mothers Anemic (male or female)
11. Step 5 - The 3 C perspectives Php20 billionmarket for multivitamins and food supplements Increasing reproductive age group Increasing health awareness Women’s changing roles Changing social perception and lifestyle Sangobion® supports claim Php600M
12. Step 5 - The 3 C perspectives The competition Does not deliver same benefits (perceived) Is perceived as a medicine for those with disease (anemia) May be costly
18. Step 8 - Price Sangobion® 1-2 capsules/daily Retail price P3/cap P78-P156/month 5x cheaper compared to direct competitor! Iberet Active P17/tab once daily P516/month Same price as multivitamins Clusivol OB and Enervon = P5/cap daily P150/mo Centrum Complete = P10/cap once daily P300/mo 5-6x cheaper than organic food supplements Alive = P700/mo Nutrilite = P525/mo
19. Step 8 - Price Ortho Frey’s Price determinant Components Packaging and delivery Advertising Marketing and promotions Research and development
20. Step 9 – Place Available in leading pharmaceuticals nationwide Over the counter, no prescription needed
21. Step 10- The Winning Strategy Brand positioning and being Price leader makes Sangobion® the choice for women who want the most out of life! Expand current market niche by emphasizing its need by All women of reproductive age All social classes Pregnant patients Not just mothers and anemics Life is being healthy, strong and beautiful at affordable cost!
22. Making the Most out of Life! Target locked on Women Who want improved performance, stamina, and protection from anemia Has few competitors and only 1 substitute Competition does not offer same benefits nor as reasonable a price Estimated total market size Php20BSangobion® covers Php600M
23. Making the Most out of Life! Product: Ferrous sulfate Sangobion® Price: As low as Php78/month Promo: Educational Print ads, On-line forums, Commercials, Web site, Promotions at events, company website, and flyers Place: In leading pharmacies nationwide! Price and brand leaderto expand current niche
24. Sangobion ® 10 Step Marketing Planfor Ferrousgluconate + Vitamins and Minerals DOROMAL 19 January 2011
