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How To Guess An Existing Brand's Unique Selling Proposition and Primary Target Market

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MA60 30 Second Cherifer Ad by Group 1 V84

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V84Hypermarketing Group 2:Commercial on Shopee

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v84 Hypermarketing Group 3

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v84 Hypermarketing Group 3

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Today, We are excited to present Shopee's Winning Marketing Strategy that we entitled "Go for the gold!" in theme with Hidylin Diaz's epic victory in the 2021 Olympics.

This presentation would not be possible if not for the diligent efforts of our team under the guidance of Vcoach Bong de Ungria.

We will talk about the Philippine e-commerce industry | identify our Panalo partners, their needs, wants and demands, and the solutions that they presently have. |This is followed by our company's compelling unique selling proposition.

Next, our brand positioning and what our offerings are, |the game plan or our marketing strategy.| the key adjustment for our strategies in response to the pandemic and our competitor's actions. |and the culmination of our winning strategy. |We will end by identifying key highlights in our presentation.

So what is at stake here? |The Filipinos are the most prolific internet users bar none. |About 70% percent of our population are connected to the internet where they spend almost half their lives. |More than half of them use shopping apps for various reasons. |This amounts to 40 million potential customers for the E-commerce retail industry.

In 2020 at the height of the pandemic, |we saw a 90% jump in online purchases | and we are expecting the E-commerce industry to grow to 12 billion dollars in market revenue by 2025.

Starting 2019, we are the most downloaded mobile app and the most visited website in Southeast Asia making us the frontrunner in the local E-commerce industry. | Last year we nabbed the VP Choice Awards as the online shopping app of the year. |And we continue our growth this year as the reigning champion of e-commerce in our country.

We wouldn't be in this position if not for our panalo partners. |We identified them as the working class Filipinos between the age of 25 to 35. |They are smartphone users. |Most of them are planning to start a family. |That is why they are budget conscious and revel in bargain hunting. |They most likely engage in side business to supplement their income.

We label them as smart spenders. |They are most likely to spend more during their payday or bonuses. |This is in contrast to the younger and tech focused "allowance generation" of Lazada |or the more sophisticated, brand conscious, alpha females of Zalora.

Our partners are concerned with where and how they are going to get their basic necessities.| They want flexibility in their shopping experience and the way that they pay. |Since budget is a concern, they look for competitive rates for these conveniences.

Their options are the familiar department stores, where they can purchase and interact with the goods. |However, it has limited store hours and of course, there are safety issues. | The online individual retailers can be convenient and more intimate but logistics and payment methods are unreliable and inconsistent.| There is also little assurance of product security and authenticity.

The big fish of e-commerce, the Amazons and Alibaba's of the world, | have an efficient logistics process and ideal user interface.| However, in our country, tax is a big hurdle for their services. |Therefore, we have our local e-commerce platforms. |most importantly, Shopee.| So, how do we differentiate ourselves from our local competitors?

Several competitors are already in place in Philippine e-commerce, but occupying the top 3 slots with Shopee being number 2 are Lazada which is #1 and Zalora which is #3.

We are the E- commerce for the Filipinos. |This year, we came up with the slogan "Sino ka man, nasaan ka man, nandito ang Shopee para sa iyo". In this time of crisis, we are the reliable and compassionate companion for you. |We want to provide a sense of hope and comfort. |A service that would not discriminate based on location or social status. |

We positioned ourselves in the fair quality but affordable category.| Lazada still has a big chunk of the fair to high quality goods but we are gradually entrenching that position with Shopee Mall. |This is to provide you with more choices and to serve your needs better.

We want to give you the most choices in goods at the most competitive prices available.| Not only that, but we want to give you more value with every peso you spend on our platform-| while having our payment and delivery options comparable to our competitors.

We are thrilled to showcase how we are going to execute our game plan to maintain our number one position and continued partnership with you,| the Filipino people.

We are neck in neck with Lazada in offering a wider range of goods at competitive prices. |But we want to differentiate ourselves by not only being the best at it, but also uplifting our partners.

Our game plan consists of service differentiation, |cost leadership, |a multi-vehicle, multi-stage approach in marketing,| and an integrated marketing channel.

But we want to go beyond that. |We want to empower our customers to maximize our services. |If you ask us, "How much?" We say, "What more can we give?". |When we converse, we want to hear your voice, your ideas, to build something with us. |And to deliver value, we forge partnerships and alliances. |Because, at the heart of our game plan is the most important factor of them all, it's you.

We are strengthening our partnership with big companies through Shopee Mall to bring you more alternatives when you shop. |At the same time, we ensure that our individual sellers have a place to thrive in our platform through Shopee Live |which allows them to showcase their brand in real time.

We are still looking for ways to better facilitate the ordering, payment and shipping processes for our customers.

We are continuing our support for third party sellers by giving them the appropriate training at Shopee university| and the needed market research to better sell their products through data analytics at Shopee seller centre.

Several competitors are already in place in Philippine e-commerce, but occupying the top 3 slots with Shopee being number 2 are Lazada which is #1 and Zalora which is #3.

Our lowest guaranteed price program ensures that we sell the most affordable product compared to our competitors. We do this by price differential reimbursement. |We also offer different kinds of price cuts such as quantity, product bundles, and add-on discounts.

More than that, |we want you to have a unique and enjoyable shopping experience. |We want to give more value for the peso you spend with us, through vouchers and flash deals. | Last year, we initiated TV promotions with big raffle prizes. |We introduced mobile games to make buying more fun and interactive. | This year we also launched our loyalty program to reward our frequent customers.

We make sure that our communication channels are harmonious and complementary to each other |and that our branding resonates with the everyday Filipinos, In Tune and Attuned | and is consistent in whatever media we are utilizing.

Our message strategy/ centers around diversity and affordability mirroring our company's brand identity: |simple, |happy| and together.

We chose orange as a brand element to show warmth,| friendliness, |and energy. |Our user interface mimics the joy you experience buying at Divisoria. |Promos and discounts are at the centerstage in our apps. |We often use viral memes as a vehicle for our messages. |Our advertisements are short |but consistent and memorable.

Whether it is in Taiwan, Singapore, or the Philippines, |we have a tested strategy in picking who tells our message. |We have a regional ambassador for the whole of South East Asia.| And then we have the local brand ambassadors who are closer and more familiar to the locals. |But nobody is better suited to tell our message than you, our customer.

We want you to create with us. |Our platform is about you/ and we want you to share your experience with us.| We want to foster communities for you, |to assure you/ that in this pandemic, | you are not alone. |We want you to connect with us in the manner that you desire.

Now, the platforms and marketing channels are almost indistinguishable among each of the local e-commerce platforms.

What sets Shopee apart is our "Mobile First Approach". |We focused our efforts in perfecting the User Interface of our mobile apps where 90% of our transactions take place. |We learned that app users spend more money per order and are more brand loyal than web users. |

Our business model makes our marketing and supply chain channels/ blend seamlessly with each other/ to make an efficient delivery of all the value that we promised to our customers.

The COVID pandemic changed the way we interact and live. |While it is unfortunate, it gives us an opportunity to adapt and improve the way we purchase our daily needs.

Because of the lockdown it ushered the acceptance of e-commerce and cashless payments in our country. |There is an exponential increase in home-based online sellers.| The pandemic also brought logistics issues and the entry of new competitors in the E-commerce industry.

But we were able to manage and take advantage of the opportunity and ward off threats. |The keyword here is partnerships. |We wouldn't be in this position without the support and trust our customers and partner companies gave us.

We noted that the number of livestreams from brands and sellers increased 40 times. |There are more social activities among e-commerce platforms |and we capitalized on that social interaction in our platform.

We help our partner companies expand their presence online.| They saw a boost in sales and online engagement through Shopee. | We were able to do this because of the timely feedback they get from the shoppers |through our in-app solutions such as search tools, |affiliate marketing| and livestreams.

https://mb.com.ph/2020/08/28/shopee-powers-growth-for-filipino-brands-and-sellers-with-enhanced-warehouse-and-logistics-capabilities/
We were able to strengthen our warehouse and fulfillment support through our warehouse management system or WMS. |We utilize data to forecast demand ahead of peak shopping periods so that brands and sellers can better allocate their resources, |enabling them to increase sales and maximize customer satisfaction even as online shopping activity peaks.

https://orangemagazine.ph/2021/shopee-launches-tatak-pinoy-virtual-trade-fair-to-support-filipino-businesses/
We partnered up with government agencies such as DTI to boost our local Micro, Small and Medium Enterprises with our #TatakPinoy advocacy program |and with DOH to boost vaccination drives in our #FullyVaxxed package under Shopee Bayanihan.

We want to point out 3 winning strategies moving forward.| First, to have the best brand ambassador out there. |Next is to continue being a Value Added MVP |and finally, staying on the course of our marketing direction.

We see Hidilyn Diaz as our next potential brand ambassador. |She has the perfect marketing story, a relatable and empowering journey that is inspiring to the everyday Filipinos. |And she is already a significant part of our country's history.

Looking at our competitors, |we still have an edge in cost leadership and service differentiation. |But we cannot be complacent, Lazada is not going down without a fight.

Lazada's marketing strategy is hitting us at our weakness which is product authenticity| and they are playing catch up with us in terms of cost leadership.

It's funny that Lazada, the previously number 1 e-commerce platform in our country is now following our footsteps,| pace by pace, |but the question is: are they doing it better? Mmm...maybe not.

Because, we are still unrivaled in providing exceptional value delivery, |we are still the pioneer in fostering inclusivity and community engagement in our platforms, |and we are unrelenting in empowering our partners through our innovative programs. |And there's more to come...

https://businessmirror.com.ph/2021/08/07/shopee-partners-with-dti-to-launch-second-asean-online-sale-day/
We want to broaden our partnerships between our Southeast Asian neighbors |and put a spotlight on our local enterprise by being a channel for globalization. |We will include the triple bottom line in our marketing agenda. |And we want to further enhance your experience with us through augmented reality.

We see the path to success by staying true to our message of inclusivity and diversity. |We will continue our unyielding engagement with the FIlipino people and forge more equitable partnerships with the private and public sectors. |We will be coming up with more ways to deliver value to you.

And with that I'll wrap up our presentation and I am certain we'll see you again in our platforms and programs. Have a golden day!

The COVID pandemic changed the way we interact and live. |While it is unfortunate, it gives us an opportunity to adapt and improve the way we purchase our daily needs.

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Today, We are excited to present Shopee's Winning Marketing Strategy that we entitled "Go for the gold!" in theme with Hidylin Diaz's epic victory in the 2021 Olympics. This presentation would not be possible if not for the diligent efforts of our team under the guidance of Vcoach Bong de Ungria.

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by V84 Group 1

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>GROWING UP WITH CHERIFER A 'TANGKAD SAGAD' MARKETING PLAN
>GOOD DAY! AS PART OF OUR FINAL OUTPUT IN MARKETING CLASS WE WILL BE PRESENTING CHERIFERS MARKETING STRATEGY IN ACHIEVING FULL GROWTH POTENTIAL

TO LAY THE FOUNDATIONS FOR CHERIFER'S PLAN FOR MARKET GROWTH HERE IS THE OUTLINE:
THE PRIMARY TARGET MARKET OF CHERIFER ARE ABC FAMILIES WITH CHILDREN AGED 3-10 YEARS OLD TAKING FOOD SUPPLEMENTS
THESE FAMILIES ASSOCIATE HEIGHT WITH SUCCESS
PRESENTLY, THE CHOICES ARE FOOD SUPPLEMENTS THAT ALSO OFFER CHLORELLA GROWTH FACTOR
THE UNIQUE SELLING PROPOSITION OF CHERIFER IS TANGKAD SAGAD TO HELP ACHIEVE MAXIMUM GROWTH
CHERIFER POSITIONS ITSELF TO FAMILIES WITH FAST GROWING CHILDREN BETWEEN 3-10Y/O

ALSO, WE WILL LOOK IN TO THE CURRENT RESPONSE OF CHERIFER WITH REGARDS TO THE PANDEMIC HAPPENING NOW
LASTLY, WE WILL LOOK AT THE PANALO WINNING STRATEGY OF CHERIFER THROUGH MARKET LEADERSHIP AND PRODUCT DIFFERENTIATION

11. 9. 2021

11. 9. 2021

11. 9. 2021

LOOKING AT THE SALES OF PEDIATRIC CONSUMER HEALTH PRODUCTS FROM THE EUROMONITOR INTERNATIONAL
> VITAMINS AND SUPPLEMENTS, WHERE CHERIFER BELONGS, HAVE THE HIGHEST SALES VALUE AT 7,691 FOR 2021

FOR CHERIFER'S MARKETING MIX,
PRODUCT STRATEGY INVOLVES PRODUCT CO-BRANDING
LAUNCHING THE "MY GROWING PARTNER", CHERIFER WAS CO-BRANDED WITH THE COMPANY'S PEDZINC+C
THESE PROMOTE GROWTH AND INCREASED IMMUNITY IN CHILDREN

CHERIFER ALSO USES A CONTINUOUS PRODUCT LINE
WITH THE SLOGAN "GROW UP WITH CHERIFER
THROUGH THIS CHERIFER IS ASSURED TO BE USED EVEN AS CHILDREN GROW

FOR THE PRICE STRATEGY
CHERIFER'S PRICING OBJECTIVE IS MAXIMUM MARKET SHARE
WHILE FOR GROWEE ITS PRODUCT QUALITY LEADERSHIP
AND MAXIMUM CURRENT PROFIT FOR PROPAN TLC
CHERIFER'S PRICING METHOD IS VALUE PRICING
WHILE THE COMPETITORS USE GOING RATE PRICING AND
PERCEIVED VALUE PRICING

CHERIFER IS PRICED LOWER THAN PROPAN AND HIGHER THAN GROWEE WITH ITS 120ML SYRUP

FOR THE PLACE STRATEGY CHERIFER EMPLOYS THE indirect MARKETING CHANNEL STRATEGY

WITH B2B AND B2C CHANNEL IN ORDER TO REACH MORE CONSUMERS

CHERIFER IS SOLD
IN EVERY MAJOR AND SMALL PHARMACIES
NATIONWIDE

WITH 73 million
Facebook users in THE Philippines LAST January 2020, WHICH ACCOUNTS for 65.1% of THE entire population.
CHERIFER TAKES ADVANTAGE OF THE BRAND EXPOSURE IT PROVIDES
WITH ITS Page HAVING
65K LIKES

CHERIFER uses the video platform IN YOUTUBE
to reach millenial parents in place of TV Ads IN THEIR OWN YOUTUBE CHANNEL
The BRAND's Youtube site has 20K subscribers
with most of its shared content having an average of about HALF A Million Views

Propan TLC's
digital footprint is bigger than the two with over
237K FACEBOOK LIKES .
They have their own YouTube CHANNEL
but with only 2,300 subscribers

WITH DECREASE MOBILITY OF CONSUMERS DUE TO THE PANDEMIC CHERIFER SHOULD ADJUST SOME OF ITS STRATEGY:

With the INCREASING popularity of ONLINE Reviews and Unboxing Videos,
CHERIFER should tap more the so-called
Market Influencers,
common people who usually express their insights & opinion about an ISSUE or PRODUCT that affects decision making process of consumers.

Growee
AND ...

Propan TLC, unfortunately, opted not to sponsor the recently concluded Annual Virtual Doctor's Convention, letting them miss the opportunity to be visible despite the Pandemic

TADDITIONALY TO MAINTAIN LEADERSHIP, CHERIFER SHOULD CONTINUE TO TO BE VISIBLE IN MAJOR SPONSORHIP EVENTS SO AS TO GIVE ITS BRAND MORE MILEAGE AHEAD OF COMPETITION

THE LAST WINNING STRATEGY OF CHERIFER IS MAINTAINING CONSUMER LOYALTY
BY GIVING THEM STEP UP PRODUCT AS THEY GROW INTO ADULTHOOD

BECAUSE OF THESE CHERIFER IS AMONG THE TOP MARKET IN PEDIATRIC CONSUMER HEALTH BY
EMPLOYING EFFECTIVE MARKETING MIX STRATEGY
FOR product STRATEGY co-BRANDING IS EMPLOYED, WITH STRATEGIC PRICING AMONG COMPETITORS, AND EFFECTIVE PLACE AND PROMOTION TO REACH CONSUMERS EFFECTIVELY

WE ALSO ENUMERATED THE PANDEMIC RESPONSE PROPOSAL FOR THE BRAND DURING THIS THESE TIMES.

FINALLY, WE HAVE ENUMERATED THE PANALO WINNING STRATEGY OF CHERIFER SHOWING WHY IT IS A MARKET SHARE LEADER

ONCE AGAIN THESE IS GROUP 1
FOR CHERIFER'S TANGKAD SAGAD MARKETING PLAN PRESENTATION

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GROWING UP WITH CHERIFER A 'TANGKAD SAGAD' MARKETING PLAN >GOOD DAY!

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#SaferBloodIsBetter

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1. 1. Panther System Latest Innovation in Blood Donor Screening #SaferBloodIsBetter AGSB MarkMan Prof. Bong de Ungria v84 Group 3 Alves, Padua, Salvador, Santos

2. 2. Dr. Jose Alves General Surgeon Batangas Healthcare Specialist Medical Center Marketing Team

3. 3. Dr. Jose Alves General Surgeon Batangas Healthcare Specialist Medical Center Ace Padua Business Development and Private Sector Engagem ent Specialist - FHI 360 Marketing Team

4. 4. Dr. Jose Alves General Surgeon Batangas Healthcare Specialist Medical Center Ace Padua Business Development and Private Sector Engagem ent Specialist - FHI 360 Dr. Sarah Santos General Pediatrician Rizal Medical Center Missions Hospital Marketing Team

5. 5. Dr. Jose Alves General Surgeon Batangas Healthcare Specialist Medical Center Ace Padua Business Development and Private Sector Engagem ent Specialist - FHI 360 Dr. Sarah Santos General Pediatrician Rizal Medical Center Missions Hospital Ryan Salvador Senior Health Program Officer Department of Health Marketing Team

6. 6. What, Why and How? Outcome (Z)

7. 7. What, Why and How? Outcome (Z) To position Grifols Panther System to be the leading Nucleic Acid Amplification Test of choice by our Primary Target Market

8. 8. What, Why and How? Outcome (Z) To position Grifols Panther System to be the leading Nucleic Acid Amplification Test of choice by our Primary Target Market To provide safer blood products for transfusion to patients

9. 9. What, Why and How? Outcome (Z) To position Grifols Panther System to be the leading Nucleic Acid Amplification Test of choice by our Primary Target Market To provide safer blood products for transfusion to patients To present the Complete Marketing Plan for Grifols Panther System

10. 10. Outline A. Where do we Start?

11. 11. 1. Identify Primary Target Market Outline A. Where do we Start?

12. 12. 1. Identify Primary Target Market 2. Identify target's Problem Outline A. Where do we Start?

13. 13. 1. Identify Primary Target Market 2. Identify target's Problem 3. Present choices available Outline A. Where do we Start?

14. 14. Outline B. How Can we Convince our PTM?

15. 15. 1. Present the Unique Selling Proposition Outline B. How Can we Convince our PTM?

16. 16. 1. Present the Unique Selling Proposition 2. Highlight Differentiating Points Outline B. How Can we Convince our PTM?

17. 17. 1. Present the Unique Selling Proposition 2. Highlight Differentiating Points 3. Show Peso Market Size Outline B. How Can we Convince our PTM?

18. 18. Outline C. What are our Marketing Strategies?

19. 19. 1. Present Product Features Outline C. What are our Marketing Strategies?

20. 20. 1. Present Product Features 2. Compare Competitive Price Outline C. What are our Marketing Strategies?

21. 21. 1. Present Product Features 3. Promote, Promote, Promote 2. Compare Competitive Price Outline C. What are our Marketing Strategies?

22. 22. Outline C. What are my Marketing Strategies? 1. Present Product Features 3. Promote, Promote, Promote 4. Revisit Place Strategy 2. Compare Competitive Price

23. 23. Outline C. What are my Marketing Strategies? 1. Present Product Features 3. Promote, Promote, Promote 4. Revisit Place Strategy 5. Panalo through Differentiation 2. Compare Competitive Price

24. 24. 1. Identify Primary Target Market Outline A. Where do we Start?

25. 25. A1. My Primary Target Market Blood Bank of Private Tertiary Hospital

26. 26. A1. My Primary Target Market Blood Bank of Private Tertiary Hospital ▷ At least 800 screened blood units / month

27. 27. A1. My Primary Target Market Blood Bank of Private Tertiary Hospital ▷ At least 800 screened blood units / month ▷ Space Capacity of 85 sqm

28. 28. A1. My Primary Target Market Blood Bank of Private Tertiary Hospital ▷ At least 800 screened blood units / month ▷ Space Capacity of 85 sqm ▷ Buying capacity of Php 1.2 M/month

29. 29. 1. Identify Primary Target Market 2. Identify target's Problem Outline A. Where do we Start?

30. 30. A2. My Target's Problem Which is the best blood donor screening system?

31. 31. A2. My Target's Problem Which is the best blood donor screening system? ▷ Strong confidence in blood products

32. 32. A2. My Target's Problem Which is the best blood donor screening system? ▷ FDA approved ▷ Strong confidence in blood products

33. 33. A2. My Target's Problem Which is the best blood donor screening system? ▷ FDA approved ▷ Highly sensitive and specific ▷ Strong confidence in blood products

34. 34. A2. My Target's Problem Which is the best blood donor screening system? ▷ FDA approved ▷ Highly sensitive and specific ▷ Detects HBV, HCV, HEV, HIV 1 & 2 ▷ Strong confidence in blood products

35. 35. A2. My Target's Problem Which is the best blood donor screening system? ▷ FDA approved ▷ Highly sensitive and specific ▷ Detects HBV, HCV, HEV, HIV 1 & 2 ▷ Excellent Operational Performance ▷ Strong confidence in blood products

36. 36. 1. Identify Primary Target Market 2. Identify target's Problem 3. Present choices available Outline A. Where do we Start?

37. 37. A3. Present Solution to Problem What are Blood Bank's choices?

38. 38. A3. Present Solution to Problem What are Blood Bank's choices? #1 No Screening - Known Blood Donors

39. 39. A3. Present Solution to Problem What are Blood Bank's choices? #1 No Screening - Known Blood Donors #2 Immunoassay Test Abbott Architect i1000r

40. 40. A3. Present Solution to Problem What are Blood Bank's choices? #1 No Screening - Known Blood Donors #2 Immunoassay Test Abbott Architect i1000r #3 Nucleic Acid Amplification (NAT) Test Grifols Panther System Roche Cobas s201

41. 41. A3. Present Solution to Problem What are Blood Bank's choices? #1 No Screening - Known Blood Donors #2 Immunoassay Test Abbott Architect i1000r #3 Nucleic Acid Amplification (NAT) Test Grifols Panther System Roche Cobas s201

42. 42. A3. Present Solution to Problem Difference in Testing Modality

43. 43. A3. Present Solution to Problem Difference in Testing Modality Nucleic Acid Testing ▷ Detects nucleic acid sequence of microbes

44. 44. A3. Present Solution to Problem Difference in Testing Modality Nucleic Acid Testing ▷ Detects nucleic acid sequence of microbes Immunoassay ▷ Measures concentration of antibody or antigen as biorecognition agent

45. 45. A3. Present Solution to Problem Difference in Testing Modality Nucleic Acid Testing ▷ Detects nucleic acid sequence of microbes Immunoassay ▷ Measures concentration of antibody or antigen as biorecognition agent

46. 46. A3. Present Solution to Problem Competitors

47. 47. A3. Present Solution to Problem Competitors Direct Cobas s201 Nucleic Acid Test

48. 48. A3. Present Solution to Problem Competitors Direct Indirect Cobas s201 Nucleic Acid Test Architect i1000sr Immunoassay Test

49. 49. 1. Present the Unique Selling Proposition Outline B. How Can we Convince our PTM?

50. 50. B1. USP Panther System SMART DESIGN

51. 51. B1. USP Panther System SMART DESIGN SIMPLE OPERATION

52. 52. B1. USP Panther System SMART DESIGN SIMPLE OPERATION VERSATILE CAPABILITIES

53. 53. SMART DESIGN B1. USP Panther System

54. 54. SMART DESIGN  Quickly access reportable results  Maximize lab space  Minimize operator interaction B1. USP Panther System

55. 55. SIMPLE OPERATION B1. USP Panther System

56. 56. SIMPLE OPERATION  Streamline operations  Quick and easy installation and training  User-friendly software  Automated maintenance B1. USP Panther System

57. 57. B1. USP Panther System VERSATILE CAPABILITIES

58. 58. B1. USP Panther System VERSATILE CAPABILITIES  Maximize workflow flexibility  Continuous loading samples  Full solution integrations

59. 59. 1. Present the Unique Selling Proposition 2. Highlight Differentiating Points Outline B. How Can we Convince our PTM?

60. 60. B2. Differentiating Points Product Differentiation Criteria FDA Approval TTI Detection Market Availability Durability & Tangibility Unsought Goods Capital Item

61. 61. B2. Differentiating Points Feature Differentiation Criteria Number of Component Machine 1 1 3 Technology Immunoassay TMA* PCR** HIV Region Detection Single Dual Single *Transcription-Mediated Amplification **Polymerase Chain Reaction

62. 62. B2. Differentiating Points Performance Differentiation Criteria Sensitivity 95% 99% 99% Specificity 98% 100% 100% Window Period (ave. days) 37 11 11 Operational Performance (invalid sample rate) < 5.0% 0.05% 0.05%

63. 63. B2. Differentiating Point Service Differentiation Criteria Installation Customer Training Customer Support Maintenance & Repair Warranty Guarantee

64. 64. B2. Differentiating Points PTM's Decision Abbott's Architect is dropped from further differentiation due to

65. 65. B2. Differentiating Points PTM's Decision Abbott's Architect is dropped from further differentiation due to  Lower sensitivity and specificity  Uses immunoassay principle  Window period too long  Low operational performance

66. 66. B2. Differentiating Points (Direct Competitors) Points of Differences (Performance Quality) Criteria Workflow 5 steps 11 steps Turn-Around-Time 3.5 hours 8 hours Operation Fully Integrated Modular Number of Tests (in 12 hours) 500 results 325 results

67. 67. B2. Differentiating Points (Direct Competitors) Points of Differences (Performance Quality) Criteria Workflow 5 steps 11 steps Turn-Around-Time 3.5 hours 8 hours Operation Fully Integrated Modular Number of Tests (in 12 hours) 500 results 325 results

68. 68. 1. Present the Unique Selling Proposition 2. Highlight Differentiating Points 3. Show Peso Market Size Outline B. How Can we Convince our PTM?

69. 69. ▷ 10 units installed in the Philippines o Roche: 3 (Private) o Grifols: 7 (4 Public, 3 Private) 30% 70% NAT for TTI Screening Market Share in the Philippines Roche Grifols B2. Peso Market Size Current Market Share for NAT Blood Screening

70. 70. ▷ 10 units installed in the Philippines o Roche: 3 (Private) o Grifols: 7 (4 Public, 3 Private) 30% 70% NAT for TTI Screening Market Share in the Philippines Roche Grifols ▷ Upcoming 10 Grifols installations in regional hospitals B2. Peso Market Size Current Market Share for NAT Blood Screening

71. 71. 1. Present Product Features Outline C. What are our Marketing Strategies?

72. 72. C1. Product Strategy Profile of the Philippine Market for Blood Donor Screening ▷ Type of Market ○ Private ○ Public

73. 73. C1. Product Strategy Profile of the Philippine Market for Blood Donor Screening ▷ Type of Market ○ Private ○ Public ▷ Type of Procurement ○ Proposal- or quotation-based - private sector ○ Bidding - government sector

74. 74. C1. Product Strategy Profile of the Philippine Market for Blood Donor Screening ▷ Type of Market ○ Private ○ Public ▷ Type of Procurement ○ Proposal- or quotation-based - private sector ○ Bidding - government sector ▷ Contract Duration

75. 75. C1. Product Strategy Profile of the Philippine Market for Blood Donor Screening Type of Payment Agreement Equipment Reagents (cost) Reagent Tie-up (RTU) Free rental Marked-up Purchase Direct procurement Discounted Consignment Free or direct Consumed tests

76. 76. C1. Product Strategy Current Placement of Panther System Name of Facility TMC SLMCQC Chong Hua Hospital Type of Market Private Type of Procurement Proposal Type of Agreement Reagent Tie-up Consignment Contract Duration (years) 3 5

77. 77. C1. Product Strategy Product Development Product Differentiation

78. 78. C1. Product Strategy Product Development 2018 Zika Assay Product Differentiation

79. 79. C1. Product Strategy Product Development 2018 2019 Zika Assay Dengue Assay Product Differentiation

80. 80. C1. Product Strategy Product Development 2018 2019 Zika Assay Dengue Assay Product Differentiation Product Development

81. 81. C1. Product Strategy Product Development 2018 2019 Zika Assay Dengue Assay Product Differentiation 2019 ▷ Higher Capacity and Throughput ▷ Targeted for high-volume facilities Product Development

82. 82. 1. Present Product Features 2. Compare Competitive Price Outline C. What are our Marketing Strategies?

83. 83. C2. Price Competitiveness Steps in Setting the Pricing Policy Steps Pricing Objective Max market share Max market share & Product-quality leadership Max market share Demand Inelastic Cost Estimation Target costing

84. 84. C2. Price Competitiveness Steps in Setting the Pricing Policy Steps Pricing Objective Max market share Max market share & Product-quality leadership Max market share Demand Inelastic Cost Estimation Target costing

85. 85. C2. Price Competitiveness Steps in Setting the Pricing Policy Steps Competitor's Cost* (value pricing) Low High Price Method Markup Target return Equipment Price Php 7M Php 15M Php 11M Reagents Price (per set of 3 TTIs detection) Php 600 Php 1,200 Php 1,100

86. 86. C2. Price Competitiveness Steps in Setting the Pricing Policy Steps Competitor's Cost* (value pricing) Low High Price Method Markup Target return Equipment Price Php 7M Php 15M Php 11M Reagents Price (per set of 3 TTIs detection) Php 600 Php 1,200 Php 1,100

87. 87. C2. Price Competitiveness Steps in Setting the Pricing Policy Steps Competitor's Cost* (value pricing) Low High Price Method Markup Target return Equipment Price Php 7M Php 15M Php 11M Reagents Price (per set of 3 TTIs detection) Php 600 Php 1,200 Php 1,100

88. 88. C2. Price Competitiveness Competitor's Cost prices are justified due to its unique features:

89. 89. C2. Price Competitiveness Competitor's Cost prices are justified due to its unique features: o Fully-integrated operation

90. 90. C2. Price Competitiveness Competitor's Cost prices are justified due to its unique features: o Fully-integrated operation o Fully-automated operation

91. 91. C2. Price Competitiveness Competitor's Cost prices are justified due to its unique features: o Fully-integrated operation o Fully-automated operation o Dual HIV region detection

92. 92. C2. Price Competitiveness Competitor's Cost prices are justified due to its unique features: o Fully-integrated operation o Fully-automated operation o Dual HIV region detection o Zika and Dengue assays

93. 93. C2. Price Competitiveness Adaptation Strategies Criteria Geographical Pricing More expensive for Rural areas None Price Discount & Allowances Quantity discount for reagents, and price discount for equipment & reagent Quantity discount for reagents Promotional Pricing Longer payment terms 12-18 months none Free Service Contracts 2 years Differentiated Pricing Price Discrimination 2nd degree, 3rd degree (customer segment and channel pricing) 2nd degree, 3rd degree (customer segment pricing)

94. 94. C2. Price Competitiveness Adaptation Strategies Criteria Geographical Pricing More expensive for Rural areas None Price Discount & Allowances Quantity discount for reagents, and price discount for equipment & reagent Quantity discount for reagents Promotional Pricing Longer payment terms 12-18 months none Free Service Contracts 2 years Differentiated Pricing Price Discrimination 2nd degree, 3rd degree (customer segment and channel pricing) 2nd degree, 3rd degree (customer segment pricing)

95. 95. C2. Price Competitiveness Adaptation Strategies Criteria Geographical Pricing More expensive for Rural areas None Price Discount & Allowances Quantity discount for reagents, and price discount for equipment & reagent Quantity discount for reagents Promotional Pricing Longer payment terms 12-18 months none Free Service Contracts 2 years Differentiated Pricing Price Discrimination 2nd degree, 3rd degree (customer segment and channel pricing) 2nd degree, 3rd degree (customer segment pricing)

96. 96. C2. Price Competitiveness Adaptation Strategies Criteria Geographical Pricing More expensive for Rural areas None Price Discount & Allowances Quantity discount for reagents, and price discount for equipment & reagent Quantity discount for reagents Promotional Pricing Longer payment terms 12-18 months none Free Service Contracts 2 years Differentiated Pricing Price Discrimination 2nd degree, 3rd degree (customer segment and channel pricing) 2nd degree, 3rd degree (customer segment pricing)

97. 97. 1. Present Product Features 2. Compare Competitive Price 3. Promote, Promote, Promote Outline C. What are our Marketing Strategies?

98. 98. C3. Promote, Promote, Promote Modes of Marketing Communication

99. 99. C3. Promote, Promote, Promote Modes of Marketing Communication

100. 100. C3. Promote, Promote, Promote a. Personal Selling Sales Representatives

101. 101. C3. Promote, Promote, Promote a. Personal Selling Sales Representatives ▷ Cold calls and visit ▷ Sales Meetings ▷ Product Presentation Sales Representative

102. 102. C3. Promote, Promote, Promote b. Direct Marketing Catalogs

103. 103. C3. Promote, Promote, Promote b. Direct Marketing Grifols Sample Catalog detailed by Sales Representatives Catalogs

104. 104. C3. Promote, Promote, Promote c. Sales Promotion Tie-ups

105. 105. C3. Promote, Promote, Promote c. Sales Promotion Tie-ups Free use of machine Exclusive reagent purchase

106. 106. C3. Promote, Promote, Promote c. Sales Promotion 2% rebates for good credit standing

107. 107. C3. Promote, Promote, Promote c. Sales Promotion 2% rebates for good credit standing Up to 24 months Installment on machine

108. 108. C3. Promote, Promote, Promote c. Sales Promotion Exhibits & Demonstration

109. 109. C3. Promote, Promote, Promote c. Sales Promotion Exhibits & Demonstration Exhibit during Conventions

110. 110. C3. Promote, Promote, Promote c. Sales Promotion Exhibits & Demonstration Exhibit during Conventions Grifols Panther System Demonstration

111. 111. C3. Promote, Promote, Promote d. Advertising Print Ad

112. 112. C3. Promote, Promote, Promote d. Advertising Grifols to provide Korean Red Cross with Procleix Panther for blood screening, extending donor testing leadership in Asia *By PRNEWSWIRE *Published : Jun 3, 2021 - 12:20 *Updated : Jun 3, 2021 - 12:20 www01.koreaherald.com/view.php?ud=20210603000770 Print Ad

113. 113. C3. Promote, Promote, Promote d. Advertising Brochures, Posters, Tarpaulin

114. 114. C3. Promote, Promote, Promote d. Advertising Brochures, Posters, Tarpaulin Grifols Panther System Promotional Materials

115. 115. C3. Promote, Promote, Promote e. Events & Experiences Plant Tour

116. 116. C3. Promote, Promote, Promote e. Events & Experiences Plant Tour Invite PTMs to check out plant performance..

117. 117. C3. Promote, Promote, Promote e. Events & Experiences Sponsoring Conventions Asian Pacific Association - Annual Conference

118. 118. C3. Promote, Promote, Promote e. Events & Experiences Sponsoring Conventions Asian Pacific Association - Annual Conference Product Launching Product Launching Event

119. 119. C3. Promote, Promote, Promote f. Publicity Seminars & Workshops

120. 120. C3. Promote, Promote, Promote f. Publicity Seminars & Workshops Grifols Seminars & Workshops

121. 121. C3. Promote, Promote, Promote g. Online News

122. 122. C3. Promote, Promote, Promote g. Online https://www.genomeweb.com/pcr/ grifols-hologic-hepatitis-e-assay-c e-marked#.YSshNI4zbIU News

123. 123. C3. Promote, Promote, Promote g. Online Website & YouTube

124. 124. C3. Promote, Promote, Promote g. Online Website & YouTube Grifols Website https://www.grifols.com

125. 125. C3. Promote, Promote, Promote g. Online Website & YouTube Grifols Website https://www.grifols.com Grifols YouTube Channel https://www.youtube.com>user>GrifolsCorpComms

126. 126. C3. Promote, Promote, Promote Comparison with Competitors Modes of Communication 1.Advertising Print Ad, Brochures, Posters, Tarpaulins 2. Sales Promotion none Rebates none Installment, Tie-ins, Exhibits, Demonstration 3. Events and Experiences Plant Tour, RTD, Product Launching, Conventions 4. Publicity Workshops & Seminars

127. 127. C3. Promote, Promote, Promote Comparison with Competitors Modes of Communication 1.Advertising Print Ad, Brochures, Posters, Tarpaulins 2. Sales Promotion none Rebates none Installment, Tie-ins, Exhibits, Demonstration 3. Events and Experiences Plant Tour, RTD, Product Launching, Conventions 4. Publicity Workshops & Seminars

128. 128. Modes of Communication 5. Online Marketing Website and YouTube, Online News 6. Mobile Marketin g None 7. Direct Marketing Catalogs 8. Personal Selling Sales Representatives C3. Promote, Promote, Promote Comparison with Competitors

129. 129. Modes of Communication 5. Online Marketing Website and YouTube, Online News 6. Mobile Marketin g None 7. Direct Marketing Catalogs 8. Personal Selling Sales Representatives C3. Promote, Promote, Promote Comparison with Competitors

130. 130. Outline C. What are my Marketing Strategies? 1. Present Product Features 2. Compare Competitive Price 3. Promote, Promote, Promote 4. Revisit Place Strategy

131. 131. C4. Place Strategies a. Marketing Channel Grifols (Switzerland) Country Sales Manager (PH) Grepcor Diamonde PTM 2-Level

132. 132. C4. Place Strategies b. Location Grifols (Switzerland) 2-Level

133. 133. C4. Place Strategies b. Location Grifols (Switzerland) 2-Level

134. 134. C4. Place Strategies b. Location Grifols (Switzerland) Country Sales Manager (PH) Grepcor Diamonde 2-Level

135. 135. C4. Place Strategies b. Location Grifols (Switzerland) Country Sales Manager (PH) Grepcor Diamonde 2-Level

136. 136. C4. Place Strategies b. Location Grifols (Switzerland) Country Sales Manager (PH) Grepcor Diamonde PTM 2-Level

137. 137. C4. Place Strategies b. Location Blood Bank of Private Tertiary Hospital Grifols (Switzerland) Country Sales Manager (PH) Grepcor Diamonde PTM 2-Level

138. 138. C4. Place Strategies c. Marketing Logistics ▷ Order Processing Grifols Marketing Logistics Flowchart Customer Order Receipt of Purchase Order

139. 139. C4. Place Strategies c. Marketing Logistics ▷ Order Processing ▷ Warehousing Grifols Marketing Logistics Flowchart Customer Order Receipt of Purchase Order Forward to Warehouse

140. 140. C4. Place Strategies c. Marketing Logistics ▷ Order Processing ▷ Warehousing ▷ Inventory Grifols Marketing Logistics Flowchart Customer Order Receipt of Purchase Order Forward to Warehouse Inventory Checking

141. 141. C4. Place Strategies c. Marketing Logistics ▷ Order Processing ▷ Warehousing ▷ Inventory ▷ Transportation Grifols Marketing Logistics Flowchart Customer Order Receipt of Purchase Order Forward to Warehouse Inventory Checking Transport & Delivery Billing & Collection

142. 142. C4. Place Strategies d. Technical Support Training

143. 143. C4. Place Strategies d. Technical Support Training Grifols Technical Support

144. 144. C4. Place Strategies d. Technical Support Grifols Technical Support

145. 145. C4. Place Strategies d. Technical Support Grepcor Diamonde Tech Hotline Grifols Technical Support

146. 146. C4. Place Strategies Comparison with Competitors Place Strategies Marketing Channel 1-Level 2-Level 1-Level Location Worldwide with Local Distributors Marketing Logistics Order Processing, Warehousing, Inventory and Transportation Technical Support Trainings, Service Hotline (email & landline/mobile)

147. 147. C4. Place Strategies Comparison with Competitors Place Strategies Marketing Channel 1-Level 2-Level 1-Level Location Worldwide with Local Distributors Marketing Logistics Order Processing, Warehousing, Inventory and Transportation Technical Support Trainings, Service Hotline (email & landline/mobile)

148. 148. Outline C. What are my Marketing Strategies? 1. Present Product Features 2. Compare Competitive Price 3. Promote, Promote, Promote 4. Revisit Place Strategy 5. Panalo through Differentiation

149. 149. C5. Panalo with Differentiation Panther System #FullyIntegrated #FullyAutomated

150. 150. C5. Panalo with Differentiation Panther System #FullyIntegrated ▷ Singular module - sample preparation ▷ amplification to detection #FullyAutomated

151. 151. C5. Panalo with Differentiation Panther System #FullyIntegrated ▷ Singular module - sample preparation ▷ amplification to detection #FullyAutomated ▷ Fly-and-go feature ▷ Continuous loading of samples and reagents

152. 152. C5. Panalo with Differentiation Workflow 5 Steps 11 Steps

153. 153. C5. Panalo with Differentiation Turnaround Time Releases first reportable result in 3.5 hours, then 5 results every 5 minutes * 275 results in 8 hours * 500 results in 12 hours

154. 154. C5. Panalo with Differentiation Turnaround Time Releases first reportable result in 3.5 hours, then 5 results every 5 minutes * 275 results in 8 hours * 500 results in 12 hours Results are released as a batch test First sample and last sample will have the same time for release Requires 8 hours for availability of results

155. 155. C5. Panalo with Differentiation Analysis of NAT ▷ Transfusion risk without Nucleic Acid Testing can occur in every 1400 transfusions

156. 156. C5. Panalo with Differentiation Analysis of NAT ▷ Nucleic Acid Testing can interdict 3,272 infectious donatio ns per year (5 M annual donations)

157. 157. C5. Panalo with Differentiation Window Period of Detection

158. 158. C5. Panalo with Differentiation Dual HIV Region Detection

159. 159. C5. Panalo with Differentiation Innovations during the Pandemic ▷ Convalescent plasma transfusion ▷ Ongoing clinical trial for drug development from plasma donors Donor Plasma Therapy

160. 160. C5. Panalo with Differentiation Innovations during the Pandemic ▷ Convalescent plasma transfusion ▷ Ongoing clinical trial for drug development from plasma donors Donor Plasma Therapy COVID-19 NAT Test ▷ NAT Swab Test ▷ Increased testing capacity with SARS-Cov2 Ag Assay

161. 161. Summary What did we Accomplish? ✔ Identified my Primary Target Audience

162. 162. Summary What did we Accomplish? ✔ Identified my Primary Target Audience ✔ Identified my target's Problem

163. 163. Summary What did we Accomplish? ✔ Identified my Primary Target Audience ✔ Identified my target's Problem ✔ Presented choices available

164. 164. ✔ Presented the Unique Selling Proposition Summary What did we Accomplish?

165. 165. ✔ Presented the Unique Selling Proposition ✔ Highlighted Differentiating Points Summary What did we Accomplish?

166. 166. ✔ Presented the Unique Selling Proposition ✔ Highlighted Differentiating Points ✔ Showed Peso Market Size Summary What did we Accomplish?

167. 167. ✔ Presented my Marketing Strategies Summary What did we Accomplish?

168. 168. ✔ Presented my Marketing Strategies 1. Product Features Summary What did we Accomplish?

169. 169. ✔ Presented my Marketing Strategies 1. Product Features 2. Competitive Price Summary What did we Accomplish?

170. 170. ✔ Presented my Marketing Strategies 1. Product Features 2. Competitive Price 3. Promote, Promote, Promote Summary What did we Accomplish?

171. 171. ✔ Presented my Marketing Strategies 1. Product Features 2. Competitive Price 3. Promote, Promote, Promote 4. Place Strategy Summary What did we Accomplish?

172. 172. ✔ Presented my Marketing Strategies 1. Product Features 2. Competitive Price 3. Promote, Promote, Promote 4. Place Strategy 5. Panalo through Differentiation Summary What did we Accomplish?

173. 173. #SaferBloodisBetter #GoNAT Panther System Latest Innovation in Blood Donor Screening AGSB MarkMan Prof. Bong de Ungria v84 Group 3 Alves, Padua, Salvador, Santos

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Group 3 MA60 grifols marketing plan (slides)

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Read more 1. Panther System Latest Innovation in Blood Donor Screening #SaferBloodIsBetter AGSB MarkMan Prof. Bong de Ungria v84 Group 3 Alves, Padua, Salvador, Santos 2. Dr. Jose Alves General Surgeon Batangas Healthcare Specialist Medical Center Marketing Team 3.

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ValuCare - You can Count on Us Teaser video

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ValuCare - You can Count on Us Teaser video

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MA 60 Group 5 Marketing Plan Teaser

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Group 5 ValuCare slide show

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Complete Marketing Plan for ValuCare: You Can Count on Us

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Slideshare Claritin RediTabs MA60 Marketing Plan

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Slideshare Claritin RediTabs MA60 Marketing Plan

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Ma 60 Final Marketing Plan - Claritin - Group 4 - v84

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This is the culmination project of Group 4 for the v84 class of VCoach Bong de Ungria, for Marketing Management Class. Brand: Claritin, Variant: Reditabs