Marketing plan for Cosmo Medical Inc.

Date of Publication

2010

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Luz T. Suplico

Defense Panel Chair

Milette L. Zamora

Abstract/Summary

Medical supply market of the Philippines is highly dependent on importation. This is true especially for disposable syringes. The Japanese, American, and Chinese brands of disposable syringes are well known in the market. Cosmo Medical Inc., which has been existing for 15 years as the distributor of medical supplies, will launch a new brand named Prime to capture a big portion of the market share. The company already has a brand Cos-med which is good quality but with a higher price. The new brand Prime is going to target the market which is mostly occupied by the Chinese brands. It offers more superior quality than the Chinese brands with a comparable price. Prime, which is manufactured by Sung Shim Medical, Philippines, a sister company of Cosmo Medical Inc., is aimed to penetrate the market and take a bigger market share from the Chinese brands. Targeting distributors and purchasing managers in NCR, Central Luzon, and other areas, Prime is expected to take 5% of the total market share of disposable syringe market in the Philippines during its first year of selling. Later on, the company's long-term objective is to attain 25% of total market share by offering quality and competitive price and become one of the leading distributors eventually. To achieve these objectives, various promotional tools and programs will be used for marketing the product. By advertising, sales promotions, and public relations program that would attract buyers and influence their buying decision, the company is expected to reach the goals and objectives of this marketing plan.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022090

Shelf Location

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

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