| activities that communicates the merits or attributes or benefits
of the products and also persuades target consumers to buy the product | Promotions Mix |
| company’s ambassadors of good will, the extension of the company providing consultations and also
allied services to the target prescribers; authorize to endorse the ethical drug product specially to the doctors | Professional Service Representatives OR
Medical Representative |
| Promotions Mix - Ethical Drug Products
1 Primary target market
2 Secondary target market? | .
1 o Physician, dentists – they prescribe
o Ethical OTC
2 o Pharmacist – dispense and endorse the
prescription drugs |
| THE PROMOTIONS MIX FOR OTC/PROPRIETARY
DRUG PRODUCTS
1 PROMO TOOLS | 1 o trimedia advertising
o mass sampling
o sales promotions
o point-of purchase displays –banners or counter
display in drugstores
o outdoor merchandising
o floor/window/shelf and counter displays
o novelty items as gimmicks/giveaways
o stickers, buntings/flaglets/streamers/banners
o demonstrations, trade shows, fiestas, sportsfests,
conventions, seminars, workshop. |
| THE PROMOTIONS MIX FOR OTC/PROPRIETARY
DRUG PRODUCTS
1 Primary target market?
2 Authority endorsers? | .
1 o Public or end consumers depending on the drug
product
2 o Pharmacist, PA, sales clerk |
| The Promotions Mix of Wholesalers, Establishments, Big Drugstore Chains
1• Big drug outlets: | 1 • Attractive billboards/neon signs, modernized store fronts and interiors
• creative merchandising and displays at the selling area and points-of-sale
• sales promotions for consumers and drug outlet’s personnel
• free medical and dental consultations, sampling, and discounts.
- To increase customer traffic or customer patronage |
| 1 – informing the public for example counterfeit drugs or those drugs that is not allowed to be on the market
2 required by FDA; reminders about antibiotics; how to dispense prescription drugs; manual steamer etc | 1 • FDA
2 Generics menu cards |
| 1 specific mix of advertising personal selling, sales
promotion and public relations that the company uses to pursue its advertising & marketing objectives
2 • Consumer-oriented drug companies: | 1 Promotions Mix Defined
2 tri-media advertising,
sampling,
sales promotions,
displays and merchandising,
towards achieving projected sales targets |
| Promotions Mix (under): | A. Advertising (For OTC/Proprietary Drug products)
B. Consumer Sales Promotions (For OTC/Proprietary Drug products) |
| o Creative use of print, sound, and color:
o Long lasting recall on the product which also
triggers the purchase decision and repeat buys of
the buyers
o Creates a product awareness to the market
o Most expensive but most effective | A. Advertising (For OTC/Proprietary Drug products)
1 TV advertising |
| Goals:
o Arrest/attract attention of OTC consumers to buy
the product
o Create an immediate response
o Dramatize product offers and perk-up declining
sales
o Provide inducements or contributions or
incentives to give value to consumers
o To buy now and buy more repeatedly over other
brands in the market | B. Consumer Sales Promotions (For OTC/Proprietary Drug
products) |
