An Integrated marketing communications campaign for AxelMed Generics Philippines

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising


This campaign proposal is for Axelmed Philippines. Axelmed Philippines is a new player entering the Philippine pharmaceutical industry functioning as a resource and trading corporation distributing generic medicines in the private and public sector. Axelmed operates on a business-to-business scale handling private accounts, and has recently tied up with several local government offices within the Central Visayas region, Mandaue, Cebu, organizing provincial medical missions to aid the less fortunate who have no access to high priced medicines. When Axelmed started its operations, there was no initial budget allotted for marketing because the company concentrated on customer relationship marketing and public relations to bring in select private accounts. Axelmed is now looking to progress operations and establish a significant share of market through increased marketing efforts that would communicate the companys uniquely economic position in the Pharmaceutical industry. This campaign will aim to generate more clients and prospects and communicate that the company ready to serve the people by providing quality medicines.

Since Axelmed is a new player to the market, brand awareness should be pushed to drive trial and eventually, usage, of its products and build company equity. Given the exponential growth of generic medicines category in the Philippines, increased marketing and advertising efforts will open new opportunities that Axelmed can explore.

The campaign proposal for Axelmed Philippines will have a business-to-business (B2B) scale concentrating on the four provinces within the Central Visayas Region 4 namely, Cebu, Negros Oriental, Bohol and Siquijor. Marketing efforts will be focused on the 556 Botika ng Bayan outlets within the said region. This campaign will define the recommended media channels and effective touch points, given the target markets media reach and consumption. Since the market is considered to be a niche or narrow market, the advertising materials will not be the traditional or above-the-line media channels, but instead utilizing other media channels that are more hardworking and not limiting, in terms of communication of messages and budget.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

computer optical disc.

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