Study Set Content:
Pediatrics market (1-9 months old)
Drops format
Pediatrics market (1-12 months old)
Liquid or Suspension
Adults market (13 year and above)
Tablets or Capsules format
All age groups. Male and Female markets. Upper Class Income brackets.
Health Food products
Female markets. Young adults. (18 years old and above)
Cosmetics Products
Upper class market
Biogesic Tablets
C, D, E markets
Medicol Tablets
Generic conscious markets
Unilab Paracetamol Tablets
s the place the product occupies in consumer’s minds relative to competitors. If a product is perceived to be exactly like another product on the market— “copycat”, “me-too” or “look-alike” or imitation, consumers would have no reason to buy it.
product’s position
is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Marketers therefore, plan positions that distinguish their products from competing products and that gives them the greatest advantage in their target markets.
Market positioning
is positioned as a drug outlet that sells fresh and low-priced drugs and health-related products: “Mura na, bao pa”.
Mercury Drug
is positioned as a company that markets generic drug products. “Doctors Prescribe with Confidence” because it carries the logo of UL the manufacturer, the symbol of high-quality drug products in the Philippines for the last fifty (50) years.
Unillab Generics
() is positioned as an effective pain reliever that is: “Safe even for pregnant women”.
Medicol Tablets
s is positioned as a safe and potent pain reliver that contains paracetamol: “Th world’s safest pain reliver”.
Biogesic Tablets
is positioned as the: “Anti-stress Formula”. A product containing Vitamin C and B complex that increases the body’s resistance against infection
Enervon Tablets
is positioned as the: “Cold specialist”. A product for common cold, sinusitis, runny nose, and other cold disorders.
Neozep Tablets
To plan a product’s position, the company first identifies the existing () of all the products and brands currently serving its market segments. It next figures out what consumers want with respect to major product attributes.
position
. They company then selects a () based on its product’s ability to satisfy consumers wants better that competitor’s products. Finally, it develops a () that communicates and delivers the product’s position to target consumers.
position, marketing program
Product positioning may also be defined as (), that in spite of being parity with other products, or “me-too”, or “copycats” or exact replica of other products, you were able to point out a distinct feature or characteristic of your product which others may also have, but since they are not saying it in their communications program, in the minds of the consumers they don’t have it
product differentiation
A drugstore may claim that they are the only outlet that serves their customers with a smile. In other words, other drugstores may possibly also serve their customers with a smile, but they cannot claim it or broadcast the same to the public if they are not saying it or doing the same as matter of practice. Therefore, in the impression or feelings of customers, they are not serving with a()
smile
