Marketing Plan Lennie Liquit 2.0
Marketing Plan Lennie Liquit 2.0
Marketing Plan Lennie Liquit 2.0
The researchers would like to extend their thanks and gratitude to the
persons behind the success of this project. First to God, for guiding the
researchers to achieve the success of this project. The researchers would like to
express their gratitude to Mrs. Josamie P. Tuquero, MBA for teaching and
To Mrs. Remely Badilla, manager of the Rojon Pharmacy, for giving the
information about the company that the researcher needed in the study and for
researchers would like to thank the parents for the financial support given to the
The researchers would like to acknowledge the colleagues and also the
parents that contribute big help in finalizing this marketing plan within the limited
time frame.
The Researchers
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Table of Contents
Title Page i
Acknowledgement ii
List of Figures vi
Chapter I- Introduction
2
3.2.1 Product, Labeling, Packaging 18
Bibliography 42-45
Appendices 46
3
A Letter to the Company 47
B Survey Questionnaire 48
C Business Permit 49
E Clearance Certificate 51
F Branding 52
G Packaging 53
H Labeling 54
I Pictorials 55
List of Figures
4
Figure Page
1 Market Share 27
5
List of Tables
Table Page
6
Executive Summary
medication products as well those products that are needed by the health of
every individual. Marketing plan is to clearly show the actions or tactics that will
The main objectives of the study are to determine the market share of the
company and identify its target market as well as its marketing strategies of the
company. This marketing plan has a big impact to the success of any business in
which it made the company identify its weakness and strength that will allow the
company to be innovative in their product and services. It will make the business
successful and progressive. Marketing plan also helps the student by giving a
knowledge about the marketing plan and it will improve the abilities and skills of a
student as well as the society that will increase the employment and also
Company here in General Santos City that is located in San Miguel Highway,
Calumpang, General Santos City. The company was built 23 years ago by its
owner. The Rojon name was derived by the names of the owner and its husband.
market. This product was needed and wanted by the market as it is related to the
health of individuals. It can cure many diseases and can prevent some illness
and can help those people who want to improve their hygiene. Those product
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has a 2% mark up in every products depending on its brand that the class A, B,
C, and D can afford and reach the price of the product. Rojon is open in
Mondays-Sundays from 8:00 am to 9:00 pm. It was legal company since it was
Mayors Office and approved its Business Permit as well as its Certificate of
Clearance.
Chapter IIl. The products of the Rojon Pharmacy ensure its good quality
expiration date for the safety of the market. Rojon Pharmacy’s product lines are
medicines, hygienic products, toiletries and milk brands. The company has four
(4) employees the three (3) of them are the staff and the other one (1) is the
manager. One of the company’s strategies is that they strive to reach their target
market as soon as possible. The company offered a product that has a branding,
labeling, and packaging to attract their customer and identifies its uniqueness.
Rojon Pharmacy has an estimated gross sale of 2.6 million every year. The
company priced is just below to the whole number and they usually put a centavo
in their product for it attract their target market. The company’s channel of
distribution is direct where the market walks into their company and buys
products. Also, the company collects cash only for it makes them more
more popular to the people, they applied some poster as one of the tool in
advertising, Social Media where they have their own Facebook Page and radio
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Chapter IV. The study became successful as what the result of the study
shows. The result addresses the objectives of the study such as determining its
target market, marketing strategies and also its market share. These results
allow the researchers to formulate their recommendation to the company that will
help the company to be more innovative and successful though the next years
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Chapter I
Introduction
Directors, Marketing is the activity and process for creating and exchanging
offerings that have value for customers, clients, partners and society at large.
and other activities. Exchanging it is the act of giving something in return for
something. The act of changing one thing for another thing. Offerings (Marketing
products, making sure that the products are available and be bought.
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1.1 Rationale of the Study
rapidly developing customer brand and growing customer base and it is a place
Researchers would like to know the strategies they made to become one of the
popular pharmacy here in the Philippines because the company was initially
started as a mini drug store run and functions by Jonalyn and Ronaldo Lucagbo.
The Researchers, wanted to know also how they provide best quality to
order to keep retain customers and giving value to its customers which will create
benefit to the Rojon Pharmacy and create goodwill among themselves. This
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1.2.2 identify the strategies of the Rojon Pharmacy in gaining
customers; and
business to develop their product and services that will meet the needs of
the target market. A precise marketing plan will help to reach the business
target market even if it is big or small. People will likely to go into the
business and know its uniqueness among other business. It can benefit in
business.
1.3.1 Company/Enterprise
Marketing plan has a big help while the company identify how
they develop their products and sources in a business that needs of the
target market. It helps the company to identify and used this target
is that it help to focus the resource and plan for a business. Understand
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Instead of worrying about the future of the company,
services that meet the needs of their target market. Good marketing
1.3.2 Students/Researchers
will develop new marketing plan just like students as they grow older the
prior knowledge of students in making a plan it will enhance and will help
them someday. Advance making of marketing plan will really help the
students to become more skilled in doing it. Also students will benefit
college.
Student may allow to align with their vision just like a marketing
plan in a business. They can also relate the marketing plan in their
studies like having plan means that your goals are measurable as well
as if they know this marketing plan they could make it easily to evaluate
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plan makes the student be more active and participative in different
ways.
1.3.3 Society/Community
better place to live. A company having their own marketing strategies can
excellent image for those people who are living in this community will be
make the company success and grow and if the company grows there
business that will help them set and manage the customer's expectation.
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Chapter II
Company Profile
audience about its products and services. Provides an overview of the company
which includes the basic financial data related to the company, including its
other products for 23 years that has been owned by Jonalyn Lucagbo. It still
operates successfully until today and one of its branch was located at San Miguel
Calumpang, General Santos City under the supervision of Ms. Remely Badilla
Rojon’s Company name has a combination of the name of the first husband of
Jonalyn Lucagbo, Mr. Ronaldo Lucagbo and her name itself. The company was
business that sells drugs and cosmetics throughout the Philippines. The
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Calumpang branch of the Rojon Pharmacy was built on October 4, 2017 and this
branch is still running over these days and become popular to the market.
This Pharmacy provides the daily needs and wants of the market which
helps fulfill their needs and desire. Rojon Pharmacy has high quality products.
Rojon Pharmacy is still popular and well-known because of the good quality
service that is given to the customers because they approaches well and they
greet the customers together with a smile as what the researcher feel and see
business where they sell medicine and hygiene Product. This company is a
health related goods. Rojon is a small type of pharmaceutical business that has a
couple of branches yet operates successfully until today. They usually sell the
Rojon Pharmacy deals with the Generic and Branded products. They
usually provide the medication need in the people of the said location. Rojon
their products in the manufacturer and sell it into low price which the medicine
will reach the ability of a customer to buy their products. They had many
suppliers in their products according to the brand of it. As the time goes by, Rojon
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Pharmacy ensure that their products are always in high quality and always check
its expiration to avoid complain and bad feedbacks from the customer. And
communication strategies. In this way the business can achieve the maximum
profit and sustain their business popularity and it help the relationship between
Rojon Pharmacy is a business that consider the status of the people where
the business was built. And this business cannot just run without any permits,
good quality products and also the daily needs and wants of market
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which helps fulfill their needs and desire. Rojon Pharmacy sell a high
their customers. The classes in the society that can avail to the product
Calumpang who are living in subdivisions such the Deca homes and a
family that has a business here in Calumpang. Also the class B and C
can surely avail their product. These people are the middle class which
that the products they are selling is very affordable because the selling
price of every products has a small amount of mark up and they sell it in
affordable price so that the market can really afford to buy and provide
their needs and also their wants. So even the low class people can
afford the products because Rojon Pharmacy consider the status of the
market that is why they put a small amount of mark up in their selling
price.
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2.3.2.1 Business Permits
They act as proof that your business follows certain laws and
ordinances.
order and safety so demands and at the same time is valid only
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Treasurer for official retirement or unless sooner revoked for
Appendix C)
10
“Notwithstanding any Law to the contrary, local government units
and to file appropriate civil and/or criminal action for any violation
entity paid all its tax liabilities at the time the entity ceases to
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as of 10/6/2017 and has remitted membership savings for the
period.
Fund Gensan MSB. This document shall be valid for one (1) year
2.3.3.1 Needs
vital component of the body will give out, medicine will be unable
to rescue the person in time, and life will end, thus, meeting
possible.
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One of the leading pharmacy here in Calumpang Is Rojon
person that can make them be more active every day. That’s the
alternative and tends to listen the advices of the doctor than the
2.3.3.2 Wants
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more familiar in the medicines that is already made by the
needs of the customers but also the wants of the customer. The
that is desire by the people, but every people has limited wants.
proven and tested. Thus, people cannot have everything they want
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Chapter III
produce a desired response from its target market. It consists of strategies that a
This tactics or action was taken by the Rojon Pharmacy to the market in
order to successfully promote their product. Even though their promotion is not
too upgraded like the other business but they are trying their best to promote
their product to gain more customers and reach the interest of the market. This
strategies was shown in this chapter on how they promote product and make it
All great products starts with a clear strategies that are customer and
market-driven. Product strategies define the direction of their products and what
they want to achieve. This allows the company to set goals on market opportunity
strategies that they do to meet the satisfaction of the market is to surely maintain
the cleanliness of their products. They usually check the expiration date to
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ensure their products is always new and to be sure that is effective and its not
been imitated by the fake once. They maintain the high quality of their product to
sustain the needs and wants of their customers. Therefore, the customer’s trust
different brands. It can have more than one product lines as it has reflects
its resources. Rojon Pharmacy sells a different products and brands that
vitamins, milk brand, and toiletries. This product is available to the Rojon
Branch. This table shows the classification of products that can availed in
Rojon Pharmacy.
Table 1
Product Line
List of Products
Hand Sanitizer
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Cherifer Baby Soap
Nutrilin Deodorant
Toiletries: Toothpaste
Mouthwash Alaska
Anmum
Lactum
Nido
Nestogen
Bonakid
Bear Brand
and usage to the market. This products was generally named since there
the most marketable products to the customer since medicines are the
paracetamol, amoxiciline and antibiotics that are best for colds, coughs,
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health of the individuals. On the other hand, hygienic products such as
rubbing alcohol, baby soap and cotton pads are the less marketable
products since it is just the wants of the market and less needed by the
3.1.3.1 Branding
complete medical brand that will help to meet the business goals
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Branding is the process involved in creating a unique
image for a product in the pharmacy that attract and retains loyal
Appendix F)
3.1.3.2 Packaging
safety.
that involves the design of box, wrapper, bottles, blister packs, and
cartoon they use also the paper bags that contains the product. It
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in a box for protection purposes. Each of these packages
3.1.3.3 Labeling
that gives information about the how many times do the consumer
should take in a day, also they have a caution that need to avoid
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about the quality in features of the product without testing the
spotlight in their area where they can outshine and beat their competitors.
Their firm’s place is easy to locate where they can provide the needs of
3.3.1.1 Product
need of a customer.
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baby soap, shampoo, deodorant, toothpaste and cotton pad.
3.3.1.2 Price
3.3.1.3 Place
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Location of the business is an important factor in its
in a business success.
location is at the edge of the highway when the market can easily
approach. The place was easy to locate the people living in the
barangay calumpang.
3.3.1.4 Promotion
because if the business have a product, price and the place of the
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Pharmacy because the promotion that they have can be used by
The researcher able to divide the 100 respondents into two department
which are the junior and Senior High. They have also subdivided the junior
Table 2
Respondents
10-12 years old 4 4%
13-15 years old 37 37%
16-18 years old 58 58%
19-21 years old 1 1%
21 above 0 0%
Total 100 100%
The table shows that in the ages of 16-18 years old have the
ages of 13-15 years old having 37%. Next is the ages 10-12 years old
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that has a 4% while the ages 19-20 has a 1% and the ages 21 and up got
The ages 16-18 years have the highest respondents among the
rest since there ages belong to the senior high the researcher has 50% of
respondents from them. These ages are the stages that are inclined and
the respondents are in the legal age to buy medicine and hygienic
Table 3
Respondents
Female 57 57%
Male 43 43%
Total 100 100%
The female respondents have 57% having 57 respondents while the male
number of respondents.
the woman’s are conscious with their health. Women were more likely
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than men to have used prescribed medicines, the difference between
men and women can attribute to the use of contraceptive pills and
peers.
Table 4
Preferences Respondents
Branded 44 44%
Generic 56 56%
Total 100 100%
The table shows that most of the respondents chose Generic
Medicines than Branded Medicines. The generic medicine has the highest
percentage.
other type of medicine. This respondents belongs to the junior and senior
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branded medicines. So that it is marketable to all buyers. Many people
cheaper than the brand name versions. They wonder if the quality and
products. The FDA ( Food and Drug Administration ) requires that generic
Figure 1
8.08%
2.02% 2.02% Mercury Drug
31.31%
The Generic Pharmcy
Rojon Pharmacy
Market
Share
27
Figure 1 shows the preference of respondents. Rojon Pharmacy got the
to 100%.
witnessed how good the service and the quality of products they have.
The prices were also affordable and the place is easy to locate. That’s why
the second of the most number of respondents. They also have many
respondents because the quality of the products they have is good. The
same with the Generic Pharmacy, Rose, Jazz, Brigada and Fleur
Pricing strategy refers to the method used by the companies to price their
products and services. The price of their products and services on production
and advertising expenses are being added in a certain percentage so they can
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make a profit. A pricing strategy takes into account segments, ability to pay,
Pricing method are ways on which the price of their goods and
important. Rojon Pharmacy uses the basic method in pricing which is mark-
Formula:
Unit cost
Example:
The product of 250 ml Celine bottle selling price is P207 and its
unit cost is P202.86. The formula or the equation above shows on how
they get the mark-up percentage and the mark-up percentage is 2%.
202.86
= 4.14(100)
202.86
= 0.02(100)
Mark-up percentage= 2%
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3.2.2 Pricing Structure
defines various prices, discounts and the consistent with the organization
Table 5
Pricing Structure
Hygienic Products:
Vitamins:
30
Propan TLC (60 ml) ₱ 109.00
Milk Brands:
Toiletries:
Tissue ₱ 25.00
different products that are referred by the Rojon Pharmacy. Mostly, this
nowadays there are many people that got sick while their not saleable
products are the hygienic products because people buy that staffs in the
malls.
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3.3. Distribution Strategy
customers through its supply chain. Rojon Pharmacy gives their product and
service through their own channels to make sure that their product or services
process of deciding whether and how to grow the company’s sales team.
If the existing sales force is fine and will be more than adequate to fuel
future growth, it can help the number of people the same and simply add
On the other hand, the sales force may need to grow by a few heads, or
the company may choose to stay the same size but have different people
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prescription orders, operating cash registers and restocking inventory.
consumer. It can be seen in two forms, the direct and indirect. A direct
form allows the customer to buy the product from the manufacturer while
the indirect forms allow the consumer to buy the products from a
the channel of distribution the consumer cannot buy the products that
products into face to face encounter. The Rojon Pharmacy does not have
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delivery, the consumer can assure that the products that they buy is safe
and not imitation products that is harmful in their health and also the
consumer can choose directly the product that they want to buy.
Figure 1
Channel of Distribution
the manufacturer which is Rojon Pharmacy. The figure 1 shows about the
which the product is available. In this case dealer coverage would be the
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Strategies would apply to the market methods of evaluating and deciding
General Santos City and they have seven branches. The strategy of
way to earn and fulfill the customer’s request for goods and services. Also
habits.
customer directly, stores the data in a central database and sends order
after the customer placed the order the employees of Rojon Pharmacy
will ensure that all of the customer’s order are filled on time it can be 2-3
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that contains the following details: date of prescription, patients name,
can pay using cash but because of the new technologies that been
through credit cards and check. It can be very helpful in the customers or
not have a cash to pay and just relying to their credit cards but it can also
pay with credit cards the employees needed their pin to encode then it is
also takes time. But in the other branch of Rojon Pharmacy they were
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Promotion is the voice of the company which send out the brand message
loud and clear to the target market. Promotional mix and promotional media are
grow faster and can build a good relationship between the company and target
market.
chosen by marketers to help a firm reach it. The promotional mix consists
direct marketing. These are the tools that the company uses to
relationship.
the researchers witnessed in their company since its one of the leading
promotional mix such as signage, signage help the company gain more
customers because the customers can easy to locate the pharmacy since
it was written in the signage the whole information about the company.
using oral presentation and often use face to face manner. Therefore,
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promotional mix affects a lot in line of business for it can make the
does tell all the essential of media in marketing and getting more about in
business.
television and the company does not yet so popular in the whole country.
But aside from this the company is still the leading pharmacy in
calumpang because they didn’t only promote their product, they also
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Chapter IV
serves as the guide or how to innovate a strategy for the success of a business
company to determine their strength and able to enhance through the marketing
plan. Even though the marketing plan requires research, time and commitment it
is very valuable process that can greatly contribute to their business success.
4.1 Conclusion
General Santos City as a successful and popular pharmacy among the other
pharmacy. As what the survey shows, the Rojon Pharmacy got the highest
percentage. They reach their target market which is the people in Barangay
Calumpang. They clearly meet the interest and needs of their customer through
their products.
products and gaining customer are successfully done as what the result of the
study shows. In terms of their products, generic is the product which makes them
successful which is marketable according to the survey. The trust of the people
remains to their business since their product is consistent to their good quality.
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Even if the younger customers and students know the goodness and good
service of the Rojon Pharmacy. This means that they reach their target market
through their effective strategies that they applied in their marketing. As the result
of the survey, they have the highest market share among the other pharmacy.
4.2 Recommendations
of the security, the market will never afraid to approach to their pharmacy
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and builds at the edge of the highway where dust were very expose to the
The customer will be impressed and adored your business for its
cleanliness.
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Bibliography
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Bibliography
A.Books
Deiss, Ryan, et al. Digital Marketing. New York : John Wiley, 2016.
2016
North, 2012
B. Interviews
Halaman, John Paul. Grade 12 ABM Student. General Santos City National
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Marigon, Rey Francis Jr. L. Grade 11 ABM student. General Santos City
C. Internet
https://heidicohen.com
https://www.investopedia.com/terms/d/distribution-channel.asp
https://www.thebalancesmb.com/what-is-a-marketing-plan-1794426
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https://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/13638-order-processing.html
https://www.allbusiness.com/barrons_dictionary/dictionary-market-coverage-
strategy-4963248-1.html
https://study.com/academy/lesson/the-promotional-mix-target-markets-buying-
decisions-more.html
https://www.universalclass.com/articles/business/marketing-strategies-promotion-
advertising-sand-public relations.htm
https://businessjargons.com/pricing-methods.html
https://www.educba.com/service-marketing-strategies/
https://www.business.gov.au/planning/marketing-plans/why-do-i-need-marketing-
plan
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Appendix
46
Appendix A
47
Appendix B
Survey Questionnaire
48
Appendix C
Business Permit
49
Appendix D
50
Appendix E
Clearance Certificate
51
Appendix F
Branding
((
52
Appendix G
Packaging
53
Appendix H
Labelling
Labeling of Ethyl
Alcohol
54
Appendix I
Pictorials
55