Marketing Plan

wEcare –An Online

Pharmacy Store
Group 5
Contoso
Section – C Pharmaceuticals

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Our Team

Rishabh Anurag Shikha

Shah Agarwal Prasad
162/2018 163/2018 164/2018

Ankit Navdeep S. Kishan

Khullar Oberoi Vora
165/2018 166/2018 167/2018

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Pharmaceuticals

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• Apart from online medicine ordering it also
provides services such as medical
appointment scheduling, diagnostic tests
facilitation, online prescription, medicine
guides etc.
About Us
‘wEcare’ is a proposed Delhi, NCR based
start-up, which focuses on providing
online pharmaceutical services.
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Pharmaceuticals

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Market Needs

Convenience Accessibility Cost-Advantage Improved Authenticity

Compliance &
Consumers find it Urban consumer Pharmacy Education Regulatory
convenient to order prefers to access both entrepreneurs expect authorities are
medicine, schedule a domestic and global to broaden their Consumers today are concerned about sale
diagnostic products at the click customer base while concerned about the of sub-standard and
appointment or avail of a button, and at reducing working products or services fake medicines,
other services from competitive prices. capital, overhead they are using thereby increasing
their mobile phones costs, and increase especially if it is the risk of adverse
or computers at their margins, which affecting their health. effects. Another area
convenient time. translates into cost of concern is sale of Contoso
advantage to end drugs without Pharmaceuticals
consumers prescription.
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Market Trends
E-pharmacies are recent entrants in the Indian e-commerce industry landscape, with it receiving increased
attention from government and investors in the last three to five years. Today, the E-pharmacy market
potential is worth over a Billion dollar with more than 30 start-ups assisting the growth of this segment in
various regions of India.

Currently, e-Pharmacy is at its nascent stage in India, but like other categories, it has the potential to be a
very large industry segment soon. Factors driving the demand include rising number of people with unmet
medical needs due to large population and increasing penetration of the Internet in both urban and rural
India. It is expected that the e-Pharmacy model could account for 5-15% of the total pharma sales in India,
largely by enhancing adherence and access to the medicines for a lot of under-served population

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SWOT Analysis

All Sort of Medicines including Ayurveda,

Homoeopathy etc. available. Limited awareness/recognition of the ABC
E-pharma brand.
Diverse range of pharmaceutical services.
Limited company resources
Blogs and Articles
Accessibility of E- platform by
Partnerships with Doctors, Pharmacists etc. technologically deprived sections.
24 / 7 patient support services. Delivery time
Lower price than retail stores.

Expected hike in demand for healthcare
services due to the growth in the senior
population demographic.
Rising Govt. Budget towards Health care,
might lead to an increase in demand.
Uncertainty arising from ethical principles
in the use of cyber medicine.
Increase in market competition.
Unpredictability of consumer purchasing behaviour.

Unsaturated market of E-pharmaceutical products and services. Additional governmental regulations & tax policies. Contoso
Pharmaceuticals
Lack of dominant competition in the field. Pricing pressures presented by both international and online
pharmacies. page 6
Competition Analysis
Convenience

Expensive Affordable

Inconvenient Contoso
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 Logo & Tagline
• Combination of “We Care” & “E-Care”
• Heartbeat Representation which is a
combination of “W & E”

“Health in Progress”
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Mission
To improve the health and wellness of our communities through engaging experiences that provide our
customers with the best products, services and advice to meet their unique needs gifting them with the
future of a healthy life

Objective
 To ensure that everyone gets their share of medicines at the best possible price when in need and no
individual suffers health issues or negligence due to delay in arrival of medicines.

 To make sure that healthcare service, be it of any kind, is accessible to people across NCR Region and
help the customers in taking benefits of pharma services with just a click away.

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 Segmentation Targeting
Delhi NCR region
initially and
expansion pan India
The e-commerce market has
grown exponentially over
the last few years.
in future.
No Set Demographics
Customer privacy, mobility,
convenience, ease of buying,
authenticity, and the age of
.
internet and smartphones
being some of the
parameters that are of the
utmost importance in the
recent time.
So, connecting these two
factors we can say that a has
been created in the e-
pharmacy domain.
Positioning
wEcare will be
positioned as a leading
e-pharma company,
Segmentation,
which provides a one
stop pharmaceutical and
health solutions.
Targeting &
This will be achieved by
providing services like
lifestyle consultancy,
Positioning
prescription-based
services, diagnostic test
services, medicines
information and review,
patient support and
follow-ups and
vaccination.
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Pharmaceuticals
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Offerings

Alternate

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Contoso
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Business
Model for
Product
Delivery

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 Tie-ups

Doctors &
Path Labs

Business
Model for Find Doctors
Find Services
List Doctors & Services
Book Appointment

Service Book Appointment

Live Chat
Retrieve Payment
Email Reports

Offering
Emailed to Customer.
Hard Copy sent to
Customer on
Additional payment Contoso
Pharmaceuticals

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Market Research
Age
The major respondents lied
between the 18-25 years age
bracket.
wEcare, thus recognises that
targeting this age range can act
as an advantage.
In total 48 responses were collected through questionnaire method.
Frequency of purchases
The major respondents lied in the
monthly bracket followed by weekly
bracket.
wEcare, thus recognises that having
monthly and weekly plans can prove
advantageous.
Location Preference
The major respondents preferred
retail pharmacy stores.
wEcare, thus recognises the
challenge posed to it and will work
on its USPs to gain an edge over
these brick and mortar stores. Contoso
Pharmaceuticals
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Market Research Continued…

Majority of the respondents consumed the Allopathic Drugs, followed by ayurvedic medicines.

wEcare, thus recognises the focus product offerings and will try to enhance the purchasing experience of the
customers in these key product offerings. Contoso
Pharmaceuticals

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Market Research Continued…

Which positive aspect comes to your mind Which negative aspect comes to your mind
when you read/listen 'Online Pharmacy ‘? when you read/listen 'Online Pharmacy? Contoso
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Market Research Continued…

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Research Based on Secondary Sources

Based on consumer research done by various organisation we can say:

1) Around 80-85% consumers shop/bank online.

2) The frequency of buying medicines once a month is 46%, while 37% for once in 15 days.

3) 58-63% people resort to buy online pharmaceutical products

4) Around 50% people visit multiple pharmacy to get the desired medicine.

5) 40-50% people take medications without prescription.

6) 90% of the people have a positive perception about E-pharmacy services.

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Product & Price
Services

Marketing Tactics
Will be driven by the objective of
making wEcare as the market
Distribution Communication leader of the pharmaceutical
industry, by serving the regional,
National and International Contoso
potential consumers. Pharmaceuticals
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Financial Projections Reaching Breakeven in Year 3

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Pharmaceuticals

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Contingency Planning Difficulties & Risks

 Competition: Although most of the competitors have different business models, there is a
challenge for entrants like ‘wEcare’ to offer more on table without sacrificing on profitability.

 Operational Risks: In our case, third party courier services are used for delivering the medicines,
there are chances of service break down due to various reasons such as peak hours, delayed
delivery times, festivities, etc. For providing services, the company collaborates with various
organizations which further increases the risk of uncertainty.

 IT platform: Risks of cybersecurity, data security of patients, service portal server failure are
probable.

 Distributors/suppliers: It is important to select suppliers having links with variety of manufacturers

so that we can offer a wide range of products from one place only. This increases our dependability
on the distributors which can be a potential risk. Contoso
Pharmaceuticals

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Contingency Planning Solutions

 Competition: To be aware of recent trends in market and willing to go for an extra mile for
achieving customer satisfaction.

 Operational: To have contingency arrangements with third-party service providers in case of

above mentioned situations. Supplier/distributor auditing will help in performing a full risk
assessment of suppliers including their business continuity plans, geopolitical exposures and
processes.

 IT platform: Ensuring that the e-platform is robust and reliable . The user interface should be user-
friendly.

 Distributors/suppliers: Based on demand forecasting and historic demands we can maintain our
own supply for most frequently ordered products to avoid stock outs. Moreover, having multiple
distributors can also reduce risks.
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Thank You
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