Acknowledgement

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

guiding the researchers’ goals to achieve success on this project.

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

being a teacher to the researchers to achieve this success. Lastly, the

researchers would like to thank the parents for the financial support given to the

researchers to achieve the success of this project.

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

1
 Table of Contents

Title Page i

Acknowledgement ii

Table of Contents iii-v

List of Figures vi

List of Tables vii

Executive Summary viii-x

Chapter I- Introduction

1.1 Rationale of the Study 1

1.2 Objectives of the Study 1-2
1.3 Importance of Marketing Plan 2
1.3.1 Company / Enterprises 2-3
1.3.2 Students / Researchers 3-4
1.3.3 Society / Community 4

Chapter II- Company Profile

2.1 Name of the Company 5-6

2.2 Nature of the Business Operation 6-7

2.3 Man Approach Qualification 7

2.3.1 Money / Ability to Buy 7-8

2.3.2 Authority to enter into sales / contrast 8-12

2.3.3.1 Needs 12-13

2.3.3.2 Wants 13-14

Chapter III- Company Marketing Mix

3.1 Product / Service Strategies 15-16

3.1.1 Product Line 16-18

2
 3.2.1 Product, Labeling, Packaging 18

3.1.3.1 Branding 18-19

3.1.3.2 Packaging 19-20

3.1.3.3 Labeling 20-21

3.3.3 Positioning Strategy 21-24

3.3.4 Market Share 24-28

3.2 Pricing Strategies 28-29

3.2.1 Pricing Method 29

3.2.2 Pricing Method 29

3.2.3 Pricing Structure 30-32

3.3 Distribution Strategy 32

3.3.1 Sales for Size 32-33

3.3.2 Channel Distribution 33-34

3.3.3 Dealer Coverage Strategies 34-35

3.3.4 Order Processing 35-36

3.3.5 Collection of Term 36

3.4 Promotional Strategy 37

3.4.1 Promotional Mix 37-38

3.4.2 Promotional Media 38

Chapter IV- Conclusion and Recommendation

4.1 Conclusion 39-40

4.2 Recommendation 40-41

Bibliography 42-45

Appendices 46

3
A Letter to the Company 47

B Survey Questionnaire 48

C Business Permit 49

D Certification of Social Security System 50

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

2 Channel of distribution (Direct) 34

5
 List of Tables

Table Page

1 Product Line 16-17

2 Profile of respondents According to age 24

3 Profile of respondents According to gender 25

4 Customers preferences in terms of branding 26

5 Pricing Structure 30-31

6
 Executive Summary

Chapter I. Rojon Pharmacy is a pharmaceutical business that offers

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

be taken to reach the plan goals.

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

progress the economic status of the society.

Chapter ll. Rojon Pharmacy Calumpang is one of the branches of Rojon

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.

This company is a pharmaceutical company that offers health products to its

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

7
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

authorized by the Bureau of Internal Revenue that is approved by the City

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

to be market-driven, they maintain its cleanliness and it always check its

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

convenient. Rojon Pharmacy applied different promotion to make their company

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

Brigada Station (89.5) to have a relation between their target market.

8
 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

such as hiring of security for the safety purposes of the market.

9
 Chapter I

Introduction

According to the American Marketing Association (AMA) Board of

Directors, Marketing is the activity and process for creating and exchanging

offerings that have value for customers, clients, partners and society at large.

Activity, Promotional activities (Advertising public Relations, Sales promotion,

Direct marketing, Branding, Personal selling, Social media) Pricing, Distributions

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

Offer) “Something offered for”, “Presenting something for acceptance or

rejection”, “Some combination of products , services, information, ideas or

experiences offered to a customer, its combination of quality, service and price. It

increases with quality and decreases with price.

On the other hand, marketing strategies refers to the activities of a

company associated with buying and selling a product or service. It includes

advertising, selling and delivering products to people. People who work in

companies marketing departments try to get the attention of target audiences

using slogans, packaging design, Celebrity endorsements and general media

exposure. In general marketing involved in making people aware of a company’s

products, making sure that the products are available and be bought.

10
1.1 Rationale of the Study

Rojon Pharmacy is one of the leading pharmacy in the Philippines, with a

rapidly developing customer brand and growing customer base and it is a place

for family togetherness organized around a common needs of medicine. The

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

their customers, best service in order to attract their customer, cleanliness in

order to keep retain customers and giving value to its customers which will create

a good relationship between customers and company. It will ultimately give

benefit to the Rojon Pharmacy and create goodwill among themselves. This

company is well-managed and lives successfully for many years so the

researchers want to find out what strategic action they do.

1.1 Objectives of the Study

The main objective of the study is to determine the viability of Rojon

Pharmacy in San Miguel Highway, Calumpang, General Santos City.

Furthermore, this study aims to;

1.2.1 determine the Market share of the Rojon Pharmacy;

1
 1.2.2 identify the strategies of the Rojon Pharmacy in gaining
customers; and

1.2.3 determine the target market of the Rojon Pharmacy

1.3 Importance of the Marketing Plan

Marketing Plan is one of the important in a business which helps the

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

different factors like in society, students and as well as the company or

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

audience, boost their customers base and ultimately increase their

bottom-line. One of the greatest benefits of developing a marketing plan

is that it help to focus the resource and plan for a business. Understand

the different factors that may affect your success.

2
 Instead of worrying about the future of the company,

businessman can actually have a sense of control over their business

and livelihood. Marketing Planning helps the company’s products and

services that meet the needs of their target market. Good marketing

helps their customers understand why their product or service is better

than, or different from, the competition.

1.3.2 Students/Researchers

Marketing Plan plays a big role to the students. Business

compare to the life of students, because as the time goes by business

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

someday especially when they wanted to pursue a business course in

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

new opportunities as a student. It helps the students gain more

knowledge about marketing plan and by any chance making marketing

3
plan makes the student be more active and participative in different

ways.

1.3.3 Society/Community

Having many companies in a community will help the community a

better place to live. A company having their own marketing strategies can

be called as a successful company. Community should have a good and

excellent image for those people who are living in this community will be

good too. Making marketing plan in a company is such a great plan to

make the company success and grow and if the company grows there

will be a big impact to the community progress faster because of the

connection that are being built from the successful company.

Besides marketing plan provides the society with a useful

information of the product and services as well as the status of the

business that will help them set and manage the customer's expectation.

Higher sales of a business may employ successful marketing strategies

that translate into expansion, job creation and higher tax.

4
 Chapter II

Company Profile

It is a professional introduction of the business and aims to inform the

audience about its products and services. Provides an overview of the company

to potential customers and investors. It generally includes the following data

which includes the basic financial data related to the company, including its

yearly revenue, profits and major assets.

Rojon Pharmacy is one of the pharmaceutical business that merchandise

healthcare products throughout the Philippines. It serves reliable medicines and

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

that serves as the manager of the company branch.

2.1 Name of the Company

The Company Rojon Pharmacy was built by Jonalyn Decasa Lucagbo.

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

built on June 8, 1995 by the owners. Rojon Pharmacy is a pharmaceutic

business that sells drugs and cosmetics throughout the Philippines. The

5
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

when conducting the interview.

2.2 Nature of the Business Operation

Rojon Pharmacy is a business that is in line with the pharmaceutical

business where they sell medicine and hygiene Product. This company is a

commercial business licensed to distribute legal drugs most commonly in the

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

products in a low price to reach the budget of any customer.

Rojon Pharmacy deals with the Generic and Branded products. They

usually provide the medication need in the people of the said location. Rojon

Pharmacy is a kind of a merchandise concern business where they purchased

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

6
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

maintain their pharmaceutical business with the good service in terms of

healthcare. They usually opened in Monday to Sunday at 8:00 o’clock in the

morning until 9:00 o’clock in the evening.

2.3 MAN Approach Qualification

A business cannot run without consideration of the target market.

Identifying a target market helps your company develop effective marketing

communication strategies. In this way the business can achieve the maximum

profit and sustain their business popularity and it help the relationship between

the company and the buyers.

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,

Licenses that gives them permission to sell their specific products.

2.3.1 Money/Ability to Buy

The Rojon Pharmacy is one of the Pharmacy that are popular

and well-known by market, Rojon Pharmacy sell many products such us

medicines, cosmetics and hygienic products. This Pharmacy provides

good quality products and also the daily needs and wants of market

7
which helps fulfill their needs and desire. Rojon Pharmacy sell a high

quality products and services, their services that provides happiness to

their customers. The classes in the society that can avail to the product

of Rojon Pharmacy the class A and B which are the residence of

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

they have a stable job and have a small business.

After the researchers interviewed the manager they found out

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.

2.3.2 Authority to Enter Into Sales/Contract

When it comes to starting a business or launching new product

line they need to have the approval of the authorities.

8
2.3.2.1 Business Permits

Business Permits are very important that it regulate

safety, structure and appearance of the business community.

They act as proof that your business follows certain laws and

ordinances.

Rojon Pharmacy in MMF J3 Building Purok San Miguel

Barangay Calumpang provided that the provisions of Laws,

Rules and Regulations which are in force and other ordinances

of the city of General Santos pertaining to the aforementioned

business shall be strictly complied with. This permit expires on

December 31, 2018 and maybe revoked at anytime for violation

of any provisions of Laws, Rules and Regulations or if public

order and safety so demands and at the same time is valid only

upon payments of the corresponding permit/license fees.

Issued this January 24, 2018 in the City of General

Santos, Philippines by the authority of the City Mayor Mr. Ronnel

C. Rivera and the Licensing Officer IV Mrs. Geraldine A. Zamora.

This permit shall be posted conspicuously at the place where the

business/es is/are demand. This is not Transferable and is not

valid without the corresponding Official Receipt showing payment

of Mayor’s permit fees, Business Taxes and other charges. In

case of closure of business surrender this permit to the City

9
Treasurer for official retirement or unless sooner revoked for

causes, including nonpayment of the licenses fee etc. (See

Appendix C)

2.3.2.2 Certification of Social Security System

Certification gives recognition of competency, shows

commitment to the profession, and helps with job advancement.

Certification helps employers evaluate potential new hires,

analyze job performance, evaluate employees to enhance their

skills and knowledge

This is to certify that Rojon Pharmacy, with principal

place of business at Mirabueno Subdivision., Lagao, General

Santos City is a registered employer member of the Social

Security System under ID no. 09-1517492-4 with date of

coverage on January 1996.

The record shows that, the employer has made

contribution payments and reported its employees per year 2017

as showed in the attached confirmation of payments (COP).

There are no complains and/or cases filed against the employer

pending with this office, the Prosecutor’s Office, Courts and/or

Social Security Commission. This certificate is issued pursuant to

Sec.24 (g) of the Social Security Law which provides that

10
“Notwithstanding any Law to the contrary, local government units

shall prior to issuing any annual business license of permit,

require submission of certificate of SSS coverage and

compliance with the provision of this Act x x x”. This is issued

without prejudice to the right of the SSS to compel the above

mentioned employer full compliance with the Social Security Act

and to file appropriate civil and/or criminal action for any violation

thereof that may be discovered later. Issued on January 12,

2018. This certification is valid within 45 days from the date of

Issuance and Society for the purpose of renewal of business

permit of herein employer. Reviewed by Nina Marie T. Jara the

CEO II-Mindanao West Section and Noted by Weil F. Hernaez

the Department Manager III.( See Appendix D)

2.3.2.3 Clearance Certificate

Clearance certificate is a certificate that verifies that an

entity paid all its tax liabilities at the time the entity ceases to

exist or is transferred to a new owner.

This is to certify that Rojon Pharmacy with principal

office address at Mirabueno Subdivision, Lagao, General Santos

City is registered with Home Development Mutual Fund ( Pag-

IBIG Fund ) with ERID No. 09-1517492-4, with reported base of

11
as of 10/6/2017 and has remitted membership savings for the

period.

The certification is being issued upon the request of

the employer for whatever legal purpose it may serve, without

prejudiced to the Pag-IBIG Fund taking equipment’s action

should it be found later, upon verification that certain

accountabilities not apparent for the present are discovered.

Given this 1 st day of December, 2017 at Pag-IBIG

Fund Gensan MSB. This document shall be valid for one (1) year

and will expire on the date commencing from date of issuance.

Domingo B. Cania II the Branch Head. (See Appendix E)

2.3.3.1 Needs

A “need” is defined as that which a person needs in order to

live. Since everyone must die eventually, there is no way to

completely and permanently meet one’s needs; a person has a

need for functioning body in order to live, but eventually some

vital component of the body will give out, medicine will be unable

to rescue the person in time, and life will end, thus, meeting

people’s needs is a matter of extending their lives as long as

possible.

12
 One of the leading pharmacy here in Calumpang Is Rojon

Pharmacy. The products of Rojon Pharmacy are in demand in

the market because of the quality itself. The company offers

product that are needed of a person such as drugs,

pharmaceutical products often stock various toiletries and

vitamins. It helps people fulfill their needs in different manner just

like in medicines, medicines can cure diseases and can release

a person’s suffering and vitamins also can give energy to a

person that can make them be more active every day. That’s the

reason why people do prefer to buy medicines that herbal

alternative and tends to listen the advices of the doctor than the

“doctor quack” they’ve called. Furthermore, Rojon Pharmacy

helps a lot in our daily life because of the products they’ve

offered that are needed of a person to survive.

2.3.3.2 Wants

In our generation nowadays, the people are practical in

buying what they want even though it is not important. The

products of Rojon Pharmacy can also be consider as want by many

people because it is not just affordable but it is also tested and

proven by many customers and users. The people nowadays are

13
more familiar in the medicines that is already made by the

professionals and didn’t consider the alternative medicines.

The products of Rojon Pharmacy are not just focusing on the

needs of the customers but also the wants of the customer. The

products of Rojon Pharmacy is belong to the wants of the

customers are hygienic products such as alcohol, cologne, etc.

Hygienic products are classified as a wants because it is something

that is desire by the people, but every people has limited wants.

The wants products of Rojon Pharmacy is highly recommended by

other customers who already take those products because it is

proven and tested. Thus, people cannot have everything they want

and must look for the most affordable alternatives.

14
 Chapter III

Company Marketing Mix

A company uses on action or tactics to promote its product to the market.

It is the set of controllable, tactical marketing tools that a company uses to

produce a desired response from its target market. It consists of strategies that a

company can do to influence demand for its products.

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

successfully popular to the market.

3.1 Product Strategies

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

and the target customer on what the customers need in a product.

Rojon Pharmacy relies on merchandising concern of their products. The

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

15
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

and loyalty to the Rojon Pharmacy will remain.

3.1.1 Product Line

A company creates a group of products inclined a single or

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

is classified into different usage such as medicine, hygienic products,

vitamins, milk brand, and toiletries. This product is available to the Rojon

Pharmacy at San Miguel Highway, Calumpang, General Santos City

Branch. This table shows the classification of products that can availed in

Rojon Pharmacy.

Table 1

Product Line

List of Products

Medicine Hygienic Products:

Vitamins: Rubbing Alcohol

Hand Sanitizer

Ceelin Cotton Buds

16
 Cherifer Baby Soap

Propan TLC Baby Shampoo

Nutrilin Deodorant

Toiletries: Toothpaste

Tissue Cotton Pad

Toothbrush Milk Brands:

Mouthwash Alaska

Anmum

Lactum

Nido

Nestogen

Bonakid

Bear Brand

The table shows the classified products according to its kind

and usage to the market. This products was generally named since there

is so many brands in every products of Rojon Pharmacy.

According to the Manager Ms. Remely Badilla, medicines are

the most marketable products to the customer since medicines are the

main products of Rojon Pharmacy was selling such as drugs like

paracetamol, amoxiciline and antibiotics that are best for colds, coughs,

allergies and headaches. The Rojon Pharmacy usually focuses on

medication which is the most needed by its market as it is important to the

17
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

consumer. Usually the hygienic products can be bought in sari-sari store

such as those common hygienic products. The best seller of Rojon

Pharmacy products is the paracetamol since nowadays fever is viral

throughout General Santos City.

3.1.2 Product, Labeling and Packaging

Product, Labeling and Packaging has become quite significant as

it helps to grab the attention of the audience and it can be used by

marketers to encourage potential buyers to purchase the poducts.

3.1.3.1 Branding

Branding is important to all business because it increase

their value that gives employees direction and motivation. Through

branding, business can identify what they sell and distinguish it

from other products and services. Branding gives the product

unique identification in the market place. It helps to create a

complete medical brand that will help to meet the business goals

and build customers loyalty.

18
 Branding is the process involved in creating a unique

image for a product in the pharmacy that attract and retains loyal

customers. This branding is important because not only is it what

makes a memorable impression a consumer but it allows your

customers and clients to know what to expect from this pharmacy.

Rojon Pharmacy’s medicines have many brands like Unilab,

Tuseran, Neozep, Skelan, Allerta, Alaxan, Medicol Advance,

Neurogen-E, Biogesic, Revicon, Enervon, Conzace, Kremil-S and

Bioflu. This brand belongs to the Rojon Pharmacy products. (See

Appendix F)

3.1.3.2 Packaging

Rojon Pharmacy uses plastics molds in packaging

surrounding individual items that it can help improve products

safety for the customers. Many products formerly packaged in

glass now come in plastic containers. To encourage customers

safety.

Most of the products of rojon pharmacy require packaging

that involves the design of box, wrapper, bottles, blister packs, and

cartoon they use also the paper bags that contains the product. It

performs to hold and protect the product. This includes the

container itself such as bottle, can or case. This is often enclosed

19
in a box for protection purposes. Each of these packages

particularly those that the consumers see before their products

purchased. This wrapper materials around a describe in protect,

display, promote and otherwise make the product marketable and

keep it clean. (See Appendix G)

3.1.3.3 Labeling

Labeling is important to all products because it helps

provide the information about a product to the prospective

customer also it helps to the pharmacy products allowing

customers to know about the item and give necessary messages

including the ingredients instruction and uses.

They can also give information about how to handle a

products or how to dispose the products. Labeling is to inform the

consumer of the hidden contents that indicates the value of

content of a price of a product name in place of producers and

such useful information. Rojon Pharmacy has an adequate

information about their products especially to the syrup medicines

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

by the users of the purchased product. It gives useful information

to be beneficial to the users, the customer can get knowledge

20
 about the quality in features of the product without testing the

products. (See Appendix H)

3.3.3 Positioning Strategy

A positioning strategy is when a company chooses one or two

important key areas to concentrate on and excels in those areas. A firm’s

positioning strategies focuses on how will compete in the market.

Rojon Pharmacy was located in the highway of San Miguel,

Calumpang, General Santos City. The location allows their company to

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

their customers and market.

3.3.1.1 Product

A product is a system made available for consumer use,

it is anything that can be offered to a market to satisfy the desire or

need of a customer.

The products of Rojon Pharmacy are classified into:

medicine, hygienic products, vitamins and milk brands. Medicine

includes antibiotic, paracetamol, ceterisine, mefenamic,

loperamide, amoxiciline, ambroxol and atorvastatine. Hygienic

products includes rubbing alcohol, hand sanitizers, cotton buds,

21
baby soap, shampoo, deodorant, toothpaste and cotton pad.

Vitamins also includes tiki-tiki, celine, cherifer, propan TLC and

nutrilin. Milk brands includes alaska, lactum, nido, nestogen, bear

brand and bonakid.

3.3.1.2 Price

Pricing might not be as glamorous as promotion, but it is

the most important decision a marketer can make. Price is

important to marketers because it represent marketer’s

assessment of the value customers see in the product or service

and are willing to pay for a product or service.

According to the Manager of Rojon Pharmacy 2%

interest will be added to the original cost of a certain product. The

price of their products is affordable that helps them to gain more

customers. It is an advantage to the Rojon Pharmacy having a

affordable product because it will help those people that have a

financial problem and to those people who want to purchase or

buy a product with safe and satisfying products.

3.3.1.3 Place

22
 Location of the business is an important factor in its

success. When choosing a location, carefully access the right

environment for your business that can increase the likelihood of

attraction customers. Being in the right location is a key ingredient

in a business success.

The location of the Rojon Pharmacy calumpang branch

was located at San Miguel, Calumpang, General Santos City. Its

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

The promotion is very important in building a business

because if the business have a product, price and the place of the

business that being built it should also have a promotion so that

the consumer or buyer will be encourage to buy the products or

goods that being sell by the business.

The Rojon Pharmacy is also popular to the market

because of the qualities of their product. The promotion of Rojon

Pharmacy is through media such as feedbacks and radio, through

poster and signage. It could be an advantage to the Rojon

23
 Pharmacy because the promotion that they have can be used by

the new generation.

3.3.4 Market Share

The researcher conducted a survey in the General Santos City

National Highschool on January 29, 2019 at 12:00-1:00 in the afternoon.

The researcher able to divide the 100 respondents into two department

which are the junior and Senior High. They have also subdivided the junior

High into 4 as well as the senior high.

Table 2

Profile of Respondents According to Age

Age Number of Percentage (%)

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

highest numbers of respondents that reaches to 58% that follows with

ages of 13-15 years old having 37%. Next is the ages 10-12 years old

24
that has a 4% while the ages 19-20 has a 1% and the ages 21 and up got

0%. A total of 100 respondents and a total of 100% in percentage.

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

aware in buying medicine and hygienic product in a pharmacy. Some of

the respondents are in the legal age to buy medicine and hygienic

products that they needed.

Table 3

Profile of Respondents According to Gender

Gender Number of Percentage (%)

Respondents
Female 57 57%
Male 43 43%
Total 100 100%

The table shows the profile of respondents according to gender.

The female respondents have 57% having 57 respondents while the male

respondents have 43% having 43 respondents. Female has the highest

number of respondents.

Female got the highest number of respondents because most of

the woman’s are conscious with their health. Women were more likely

25
than men to have used prescribed medicines, the difference between

men and women can attribute to the use of contraceptive pills and

hormones for different purposes than contraception.

Based on Dara Kass, MD (2016) female physicians are more likely

to provide preventive care, practice patient-centered communication and

provide more psychosocial counseling to their patients than their male

peers.

Table 4

Customers Preferences in Terms of Branding

Customer’s Number of Percentage (%)

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

number of respondents that reaches 56% that follows with branded

medicine having 44%. A total of 100 respondents and total of 100% in

percentage.

The generic medicine has the highest respondents among the

other type of medicine. This respondents belongs to the junior and senior

highschool students. Generic medicines are generally lower in price than

26
branded medicines. So that it is marketable to all buyers. Many people

become concerned because generic drugs are often substantially

cheaper than the brand name versions. They wonder if the quality and

effectiveness have been compromised to make the less experience

products. The FDA ( Food and Drug Administration ) requires that generic

drugs be as safe and effective as brand-name drugs.

Figure 1

8.08%
2.02% 2.02% Mercury Drug
31.31%
The Generic Pharmcy
Rojon Pharmacy

34.34% Rose Pharmacy

Jazz Pharmacy
Brigada Pharmacy
22.22%

Market

Share

27
 Figure 1 shows the preference of respondents. Rojon Pharmacy got the

highest respondents with the total of 34 respondents which is 34%,

Mercury Drug got 31 respondents which is equivalent to 31%, The

Generic Pharmacy got 22 respondents which is 22%, Rose Pharmacy got

8 respondents which is equivalent to 8%, Jazz Pharmacy got 1

respondent which is 1% with a total of 100 respondents and is equivalent

to 100%.

Rojon Pharmacy gas the most number of respondents because they

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

customers will choose to buy in Rojon Pharmacy. Mercury drug store is

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

Pharmacy got small number of respondents because the pharmacies are

not what we called “well-known”. They should promote their pharmacy, so

that it will be popular.

3.2 Pricing Strategy

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

28
make a profit. A pricing strategy takes into account segments, ability to pay,

market conditions and competition actions.

3.2.1 Pricing Method

Pricing method are ways on which the price of their goods and

services will be calculated. Methods on determining the correct pricing is

important. Rojon Pharmacy uses the basic method in pricing which is mark-

up pricing. The pricing method is shown below.

Formula:

Mark-up percentage=Selling price-unit cost(100)

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%.

Mark-up percentage= 207-202.86(100)

202.86

= 4.14(100)
202.86

= 0.02(100)

Mark-up percentage= 2%

29
3.2.2 Pricing Structure

A pricing structure is an approach in products and services which

defines various prices, discounts and the consistent with the organization

goals and strategy.

Table 5

Pricing Structure

List of Products Price

Medicine

Hygienic Products:

Rubbing Alcohol (500 ml) ₱ 77.00

Hand Sanitizer (500 ml) ₱ 299.00

Cotton Buds (200 tips) ₱ 16.75

Baby Soap (150 grams) ₱ 39.25

Shampoo (200 ml) ₱ 148.00

Deodorant (50 ml) ₱ 100.60

Toothpaste (95 ml) ₱ 82.00

Cotton Pad (100 pcs.) ₱ 95.00

Vitamins:

Tiki-Tiki (200 ml) ₱ 133.00

Celine (30 ml) ₱ 101.00

Cherifer (120 ml) ₱ 168.00

30
 Propan TLC (60 ml) ₱ 109.00

Nutrilin (200 ml) ₱ 305.00

Milk Brands:

Anmum (500 grams) ₱ 680.00

Lactum (2 kg) ₱ 600.00

Nido (2 kg) ₱ 725.00

Nan (900 grams) ₱ 457.00

Nestogen (1.3 kg) ₱ 530.00

Bonakid (2 kg) ₱ 788.00

Bear Brand (2 kg) ₱ 440.00

Toiletries:

Tissue ₱ 25.00

Tooth Brush ₱ 20.00

Mouthwash (500 ml) ₱ 597.00

The table shows the pricing structure of the Rojon Pharmacy.

Pricing structure affect how company grows. It shows different prices of

different products that are referred by the Rojon Pharmacy. Mostly, this

product is affordable. Since it is a pharmacy, it is quite obvious that the

saleable products are the medicines specifically paracetamol because

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.

31
3.3. Distribution Strategy

A strategy or a plan is to make a product or service available to the target

customers through its supply chain. Rojon Pharmacy gives their product and

service through their own channels to make sure that their product or services

are being served to their customers/target market.

3.3.1 Sales Force Size

Evaluating the current sales force is an important step in the

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

some additional training or perhaps a revamped compensation package.

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

filling the sales positions.

Rojon Pharmacy sales force consists of four (4) employees, three

(3) license pharmacists and one (1) manager. Pharmacy assistants

dispenses prescription medication and other medical products to patients

under direction of licensed pharmacist and they also performs

administrative duties, including answering phones, receiving and inputting

32
prescription orders, operating cash registers and restocking inventory.

Many pharmacists dispense medications to patience in accordance with

doctors’ orders and consult patients on medication usage and

contraindications. And pharmacy managers lead staff members in the

pharmacy by assigning work tasks, supervising, evaluating, hiring, firing,

training and scheduling work shifts for all employees.

3.3.2 Channel Distribution

The business should have a channel of distribution because it is

a chain through a good or service passes until it reaches the end

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

wholesaler or retailer. It is very important in the business because without

the channel of distribution the consumer cannot buy the products that

they want to purchase and the consumer cannot identify whether it is

direct or indirect forms.

The Rojon Pharmacy is a direct form because the consumers buy

the products to the manufacturer. The consumer or buyer purchases the

products into face to face encounter. The Rojon Pharmacy does not have

a delivery service. Having a direct form is the advantage of Rojon

Pharmacy because the consumer cannot complain to the delay of

33
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

Rojon Pharmacy Customers/ Buyers

The figure shows the direct distribution of Rojon Pharmacy. It

shows the relationship between Rojon Pharmacy and its customers. It

shows above that buyers or customers directly buy/purchase products to

the manufacturer which is Rojon Pharmacy. The figure 1 shows about the

channel of distribution of the chosen company which is Rojon Pharmacy.

3.3.3 Dealer Coverage Strategy

Dealer coverage strategy can be applied to product distribution,

describing the number of distribution outlets in a given market through

which the product is available. In this case dealer coverage would be the

percentage of outlets where the product is available compared to the

number of possible outlets where the product could be available.

34
Strategies would apply to the market methods of evaluating and deciding

the distribution outlets for a particular product.

The availability of the products of Rojon Pharmacy is only within

General Santos City and they have seven branches. The strategy of

Rojon Pharmacy in terms of distribution is direct because it is the easiest

way to earn and fulfill the customer’s request for goods and services. Also

the strategies of Rojon Pharmacy are to know their customers or target

market through studying and researching about purchase behaviors and

habits.

3.3.4 Order Processing

It captures order data from customer service employees or from

customer directly, stores the data in a central database and sends order

information to the accounting and shipping documents, if applicable.

Order processing systems provide tracking data on orders and inventory

for every step of the way.

Rojon Pharmacy receives and fulfills the customer’s request for

goods and services. It directly gives the customers’ needs or wants so

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

minutes or as soon as possible. Rojon Pharmacy is required by law to

only dispense prescription drugs upon presentation of a valid prescription

35
 that contains the following details: date of prescription, patients name,

prescriber’s name and license number.

3.3.5 Collection of Terms

The technology is very helpful in the business and to the

consumer especially when it improves. As the years goes by, the

transactions of the business and consumers changes. The consumers

can pay using cash but because of the new technologies that been

recognize of the business it improves. The consumer now can pay

through credit cards and check. It can be very helpful in the customers or

buyers they can pay now in the easiest way.

The Rojon Pharmacy accepts cash to cash basis. It can be an

advantage and disadvantage. It can be disadvantage when the buyer do

not have a cash to pay and just relying to their credit cards but it can also

an advantage to the Rojon Pharmacy because when the buyers need to

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

accepting credit cards with those chosen banks.

3.4 Promotional Strategy

36
 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

examples of promotional strategies. This two are essential in business to make it

grow faster and can build a good relationship between the company and target

market.

3.4.1 Promotional Mix

Promotional mix describes a blend of promotional variables

chosen by marketers to help a firm reach it. The promotional mix consists

of advertising, sales promotion, public relations, personal selling and

direct marketing. These are the tools that the company uses to

persuasively communicate customer value and build customers

relationship.

Moreover, Rojon Pharmacy utilized the promotional mix as what

the researchers witnessed in their company since its one of the leading

pharmacy in Calumpang. The company itself applies some of the

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.

Also, the company used word of mouth or personal selling, it is to

persuade one or more prospect to buy their products in the company

using oral presentation and often use face to face manner. Therefore,

37
promotional mix affects a lot in line of business for it can make the

company move popular, progressive and profitable at the same time.

3.4.2 Promotional Media

Marketing and promotional activities are the life-blood of any

business that sells product/services. One of the promotional activities in

business is the promotional media. Media defined as a simply media that

facilitate interaction. Furthermore, media helps a lot in promoting

business since it doesn’t cover everything that is needed to know but it

does tell all the essential of media in marketing and getting more about in

business.

People nowadays sometimes rely on media. If a business

promote their product through media there’s an assurance that their

company will be famous by millions of people. One of the businesses that

promote through media is Rojon Pharmacy. The company promotes their

products through radio specifically in 89.5 Brigada and through social

media particularly in Facebook (Page: Rojon Pharmacy). The researchers

noticed that Rojon Pharmacy doesn’t have any advertisement in

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

promote their services to their target market.

38
 Chapter IV

Conclusion and Recommendation

Developing marketing plan is an important concern of every company. It

serves as the guide or how to innovate a strategy for the success of a business

and identify the difficulties to be eliminated in a business. It also helps the

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

The researchers conducted that the Rojon Pharmacy is now leading to

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.

Therefore, the strategies of the Rojon Pharmacy in promoting their

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.

39
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

The following are the recommendation of the researchers in the Rojon

Pharmacy. These recommendations allow the business to be more innovating to

their services and enhance the function of the Rojon Pharmacy.

4.2.1 Hire Additional two (2) Security Guards

Safety should one of the most concerns of the company to secure

their customer and their business. Rojon Pharmacy is an open space so

the researcher suggested the adding of security to mitigate some conflict

and problems to the surrounding of the business. If there is a strong power

of the security, the market will never afraid to approach to their pharmacy

and they will feel secure always.

4.2.2 Proper Sanitation

Sanitation is the most important one that a business should

maintain. Since Rojon Pharmacy is selling a pharmaceutical product the

market would expect its cleanliness. Rojon Pharmacy is an open space

40
and builds at the edge of the highway where dust were very expose to the

place. The staff should maintain the cleanliness of their surrounding

because one of the need of the market in a business is their cleanliness.

The customer will be impressed and adored your business for its

cleanliness.

41
Bibliography

42
 Bibliography

A.Books

Godin, Seth. This is Marketing. New York : Hudson, 2018

Deiss, Ryan, et al. Digital Marketing. New York : John Wiley, 2016.

Lopez, Rafael Jr. M. Fundamentals of Accounting. Philippines : Davao City,

2016

Ferraro, Jack. Project Management. USA : Manassas, VA, 2012.

Fournier, Camille. The Managers Path. Sebastopol : Gravenstein Highway

North, 2012

B. Interviews

Badilla, Remely. Manager. Rojon Pharmacy Company. San Miguel, Calumpang,

General Santos City. November 19, 2018.

Espinosa, Sherlita. Staff. Rojon Pharmacy Company. San Miguel, Calumpang,

General Santos City. November 19, 2018.

Halaman, John Paul. Grade 12 ABM Student. General Santos City National

Highschool. January 29, 2019.

43
 Marigon, Rey Francis Jr. L. Grade 11 ABM student. General Santos City

National Highschool. January 29, 2019.

Lanugan, Charlene P. Grade 11 HUMSS Student. General Santos City National

Highschool. January 28, 2019.

Radin, Rovanne Jonald E. Grade 11 STEM Student. General Santos City

National Highschool. Janujary 29, 2019.

Arellano, Alex M. Grade 10 Student. General Santos City National Highschool.

January 28, 2019.

Ng, Alfamie C. Grade 9 Student. General Santos City National Highschool.

January 28, 2019.

Amemensi, Sheena May C. Grade 8 Student. General Santos City National

Highschool. January 28, 2019.

Baterna, Jhen Mariz G. Grade 7 Student. General Santos City National

Highschool. January 28, 2019.

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

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advertising-sand-public relations.htm

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plan

45
Appendix

46
 Appendix A

Letter to the Company

47
 Appendix B

Survey Questionnaire

48
 Appendix C

Business Permit

49
 Appendix D

Certification of Social Security System

50
 Appendix E

Clearance Certificate

51
 Appendix F

Branding

Branding of Bioflu Tablet

((

Branding of Johnson, Fissan, Daily Scent Powder

52
 Appendix G

Packaging

Packaging of Vin Cee, Airolvit syrup and Airolvit capsule

53
 Appendix H

Labelling

Labeling of Ethyl
Alcohol

54
 Appendix I

Pictorials

Researchers during company interview

55