10 STEP

Marketing Plan for

Zykast
(Montelukast Sodium/
Levocetirizine diHCl)

Joseph P. Coo
August 2015

http://josephpcoo.blogspot.com 1
Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Zykast PTM and Market
1. Target: Doctors prescribing antihistamines to patients 15
years old and above suffering from allergy and asthma
2. NWD: Need for an immediate and long-acting antihistamine
medication that is easy to take, has minimal side effects at a
reasonable price
3. There is one other brand with the same formulation
4. Opportunity is found in the lack of competition and
innovativeness of product. Zykast fulfills the need for an
effective, affordable and safe product that can treat the
symptoms of allergy and asthma.
5. Market is currently at P11.9 billion with a 3% value sales
growth
Zykast Marketing Mix & Strategy
6. Zykast (Montelukast Sodium/ Levocetirizine diHCl) 10mg/5mg
tablet is an antileukotriene/antihistamine that is indicated in
relief of symptoms associated with seasonal and perennial
allergic rhinitis and asthma in patients above 15 years of age
7. Zykast is 30.50php SRP per tablet and comes in packs of 30
tablets
8. Promotional effort is from medical representatives and the
referral or word-of-mouth from other physicians who have
prescribed the product with great success
9. Zykast is available at all major drugstores nationwide
10. Zykast will differentiate through the use of its more
established brand name and innovative treatment of both
allergic rhinitis and asthma
1. Zykast Primary Target
Market
 Physicians who see patients > 15 years old suffering from
allergies and asthma (ex. Allergists, Immunologists,
Pulmonologists, General Practitioners)
 Doctors whose main objective is to relieve patients of symptoms
and causes of illness
 Behavior (when consumed, how much, how frequent, special
concerns)
 Prescription of antihistamines to more than 10 million sufferers
of asthma and allergies, there is a need for the introduction of
more effective combinations and affordable brands
 Describe your PTM needs
Fulfilling role of doctor

Recognition as competent

Affection of patients

Minimize side effects

Relieve symptoms of px

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler

6
2. Zykast NWD
 Need: To be successful in treating
patients suffering from allergies and
asthma, to receive praise as a
competent physician
 Want: Efficacious product, minimal side
effects, affordability, respected brand
 Demand: Effective product, patient
compliance, availability
3a. Direct and indirect
products that address
Zykast’s NWD
 There is one other drug that is the same
clinical profile as Zykast:
 Co-Altria (Ajanta Pharma Phil.)
 Factors that can affect choice of
physicians include efficacy, side effects,
price, brand recognition, clinical studies
 3b. Position map for
antihistamine/antiallergy
as of 2015
Price vs. Quality Matrix
High price
Zykast

Co-Altria

Low High
quality quality

Low price
4. Gap between customers
and competition

Opportunity is found in the lack of competition and

innovativeness of product.

The need for a effective, affordable and safe drug that can be
used to treat symptoms related to allergic rhinitis and
asthma.

For patients 15 years old and above, suffering from

symptoms of allergy and asthma, Zykast tablet is an
antihistamine/antiallergic formulated tablet that can not
only treat immediate but also long-term symptoms.
5a. Estimate the market size
using competitor data

 There is lacking information online that is

credible to make any estimation on market
size
 Market size on cough, colds and allergy
medication are currently P11.9 billion with
value sales growth of 3%
(http://www.euromonitor.com/cough-cold-and-
allergy-hay-fever-remedies-in-the-
philippines/report)
5b. Estimate the market size
using company data

1. Market size of P11.9 billion for cough,

colds, allergy remedies
2. Since the product is relatively specific
for those with asthma and allergic
rhinitis symptoms, market share for
Zykast should be a very small percent
of the market size for cough, colds
and allergy remedies
5c. Estimate the market size
using customer data

1. Usage per day or per year

 Per person
 1 tab (10mg/5mg) once daily for 7 days
 Ave. cost per tab = P30.50

Ave. treatment cost per day = P30.50

Ave. treatment cost per week = P213.50
 Ave. cost of treatment per person per year =
~P78,000
5. Actual market size
1. Competitor data= P11.9 billion

2. Company data = N/A

3. Customer Usage data = N/A

6a. Zykast vs. Co-Altria
6b. Product Description

Zykast (Montelukast Sodium/

Levocetirizine diHCl) 10mg/5mg tablet,
comes in packs of 30 tablets, is an
antileukotriene/antihistamine that is
indicated in relief of symptoms
associated with seasonal and perennial
allergic rhinitis and asthma in patients
above 15 years of age.
7. Price
 Zykast (30.50php) vs. Co-Altria
(29.50php) per tablet
 3% difference in price
 Premium pricing strategy is used
8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

3 1

2
8a. Zykast Promotions
 Medical representatives visit clinics
 Product samples
 Gifts and giveaways
 Physician word-of-mouth/referral
8b. Competitor promo
 Word-of-mouth and referrals
9. Place
 Zykast is available in all major
drugstores nationwide
10. What is the generic
winning strategy?

 Low Cost Producer

 Supply and Distribution Leverage
 Differentiation
 Niche
SUMMARY

23
Zykast PTM and Market
1. Target: Doctors prescribing antihistamines to patients 15
years old and above suffering from allergy and asthma
2. NWD: Need for an immediate and long-acting antihistamine
medication that is easy to take, has minimal side effects at a
reasonable price
3. There is one other brand with the same formulation
4. Opportunity is found in the lack of competition and
innovativeness of product. Zykast fulfills the need for an
effective, affordable and safe product that can treat the
symptoms of allergy and asthma.
5. Market is currently at P11.9 billion with a 3% value sales
growth
Zykast Marketing Mix & Strategy
6. Zykast (Montelukast Sodium/ Levocetirizine diHCl) 10mg/5mg
tablet is an antileukotriene/antihistamine that is indicated in
relief of symptoms associated with seasonal and perennial
allergic rhinitis and asthma in patients above 15 years of age
7. Zykast is 30.50php SRP per tablet and comes in packs of 30
tablets
8. Promotional effort is from medical representatives and the
referral or word-of-mouth from other physicians who have
prescribed the product with great success
9. Zykast is available at all major drugstores nationwide
10. Zykast will differentiate through the use of its more
established brand name and innovative treatment of both
allergic rhinitis and asthma