A Marketing plan for revicon max presented to the marketing department college of business and economics

Date of Publication

2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Cu

Abstract/Summary

The Philippine pharmaceutical market has posted steady but unspectacular growth in recent years. However, vitamin tablet medicine was reported to have a growth as Filipinos increasingly resorted to self – medication. Thus, producing a large market for Over – the – Counter (OTC) in the Philippines.

Revicon Max is one of the multivitamins that we have in the market. It is a soft gel capsule that contains multivitamins, minerals, ginseng and royal jelly. It is manufactured by Myra Pharmaceuticals Inc. and distributed by United Laboratories Inc. Currently, Revicon Max is positioned as a multivitamins that contains all the important vitamins needed to maintain a healthy lifestyle and maximize one’s energy level despite all the negative effects of a stressful routine. Each capsule will be valued at Php 15.00. However, among the multivitamins in the market, Revicon Max remains in the bottom in terms of market share with 1.2%.

The proposed marketing plan for Revicon Max comes with a new big idea-“Maintain Youthful Energy”. Revicon Max will be promoted as a brand that provides youthful strength to be able to perform one’s personal duties like mental, physical and sexual activities. Thus, Revicon Max shall not only specify power as what its competitors is promoting, but the youthfulness as well.

For the next fiscal year, the group aims to increase the brand awareness of Revicon Max to 30%, as well as its market share by 2.4%. Tri-media and below-the-line efforts will be utilized to promote the product to customers.

The marketing plan of the group shall help the product Revicon Max to obtain a greater piece of market share from its target market, the males from class AB.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16120; CDTU016120

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

35 leaves ; 28 cm. + 1 computer optical disc

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