Xây dựng chiến lược marketing cho sản phẩm boganic e

"BUILDING MARKETING STRATEGIES FOR BOGANIC PRODUCT" Abstract According to the report of the World Health Organization (WHO), the world now has about 350-500 million chronic hepatitis patients that is one of the main causes of liver cancer Low living conditions, environmental pollution, unsafe and hygiene food, habits of drinking more alcohol and drug use are the causes that make the rate of hepatitis in Vietnam very high Medicine to treat and protect hepatocellular from medicinal chemical origin is still lacking at present, along with a shortage of treatment drug is usually very high cost, and medicinal chemical drugs have unwanted effects as well Herbal preparations have many advantages in terms of safety, cost of treatment and environmentally friendly compared with pharmaceutical preparations Thus, the trend of using the products of natural origin is the inevitable trend worldwide Originating from the urgent issues above, Traphaco Joint Stock Company has invested and researched a range of liver, detoxification tonic Boganic product by combining Vietnam's herbs Cynara scolymus, Glinus oppositifolius and Pharbitis nil "Research on producing Boganic liver - Detoxification tonic fromVietnam Herbals" work has been made and the results of this work is the basis for forming ideas and developing BOGANIC product chain Within the scope of our group exercise, we make Marketing plans for BOGANIC product under the form of cream eaten directly or mixed in water to drink 1.1 General description of product Boganic is a unique combination between three natural medicine to increase the potency of the drug with a target of treating some liver, bile diseases, according to mechanisms: increase exudation of bile, liver rehabilitation, anti-inflammation, detoxification, anti-allergic, diuretic PRESENTATION: 20 gram box INGREDIENTS: Each jar contains: Extractum Cynara scolymus: 100 mg, Extractum Glinus oppositifolius: 75 mg, Extractum Pharbitis nil: 7.5 mg, Excipients * Excipient of each sugar covered softgel: Each softgel contains: Extractum Cynara scolymus: 200 mg, Extractum Cynara scolymus: 150 mg, Extractum Pharbitis nil: 16 mg Excipients ACTIONS: Actiso (Cynara scolymus): contains main active substances such as Cynarin, polyphenols, inulin, mineral salts Polyphenols are effective for reducing cholesterol in blood and protecting liver Inulin is needed for diabetc Actiso is used for treating liver function deficiency and jaundice, increase of blood cholesterol level, treating atherosclerosis Polygonum avicula: contains essential oils, avicularin, quercitrin, Emodin It has diuretic, anti-inflammation, anti-diarrhea, and intestinal parasites anthelmintic effects It is used for treating cystitis, urinary retention, strangury, bacillary dysentery, jaundice, itch, pimple, hemorrhoids and leucorrhoea Ipomoea hederacea: contain Glucosid, Pharbitin, laxative effect, diuretic, antiseptic Combination of drugs increase the force and effect: Laxative - Diuretic – Antiseptic effects - detoxification INDICATIONS: - Decrease liver fuction, especially due to overuse of alcohol drinks - Prevention and support in treatment of hepatitis induced by drugs or chemical - Liver insufficiency, hepatitis with symptoms of fatigue, jaundice, indigestion, urine retention, constipation… - Allergy, pimples, itch, unricaria due to hepatopathy - Atherosclerosis, hyperlipaemia 1.2 GENERAL INFORMATION: DEVELOPMENT HISTORY Before the equitized period (from 1972 to 1999): Organizing drug production of the Railway Health Service, established on November, 28th, 1972 With 15 staff key tasks dispensing prescription drugs Serum production, fluids, distilled water for hospital serving the railway industry during the resistance war against America health along with the Railway Health Service, headquarters at 75 Yen Ninh - Hanoi Some years later due to the requirements of the situation, moving production teams work only active circulating drug delivery 8/31/1977 held to be re-produced with functional recovery tasks performed drug production and drug supply equipment for the entire railway industry, now has 37 employees Railway drugs factory was established on May, 28th, 1981 To upgrade from drug production Railways, while expanding the scale of production Pharmaceutical enterprises railway, established on June, 01 th, 1993 (with transaction name as RAPHACO) legal status, seal, separate accounts, the production sector drug supply, now there are 80 employees, legal capital of VND 150 million, rudimentary equipment, outdated, cramped space (the 340 m2 factory), more difficult than favorable, but with courage, spirit of determination mind to overcome difficulties of building a step forward now Pharmaceutical and medical material and equipments Company - Ministry of Communications and Transport was established on May, 16th, 1994 as a trade name TRAPHACO with functions including the production and sale of pharmaceuticals, supplies and medical equipment Company stores hire business in 18A Le Duan, No Lang Ha, No.31 Lang Ha, No.108 Thanh Cong for general warehouse transfer The circulation directly involved in drug distribution, supplies, medical equipment helped capture the business needs of the market In our desire to meet quality and production scale, the company built 6,000 m2 factory premises rented by at Bai Phuc Xa, Xuan La 1, Xuan La and Phu Thuong The company has completed pharmaceutical production factory construction at Phu Thuông - Tay Ho - Ha Noi in1998 on rent 1.500 m2 area) and Drug Administration recognized standards GMP - ASEAN (ASEAN Good Manufacturing Practice) This is the first GMP production line - ASEAN in the North Equitized into Pharmaceutical and medical material and equipments Joint Stock Company - Ministry of Communications and Transport on September, 27th, 1999 with 45% State capital, according to the policy renewal, reform of state enterprises to improve business efficiency This is the most important point, the leadership and all staff have been actively preparing all legal requirements for the General Meeting of Shareholders held on founders November, 15th, 1999 The equitized period implementation (from 2000 to now): January, 2000, Pharmaceutical and medical material and equipments Joint Stock Company - Ministry of Communications and Transport operating under formal model JSC to July, 05th, 2001 Pharmaceutical and medical material and equipments Joint Stock Company - Ministry of Communications and Transport renamed TRAPHACO Joint Stock Company: carry out import and export trading activities: Pharmaceutical products; Cosmetics; Pharmaceutical materials; medical materials and equipments; Functional foods, wine, beer, soft drinks: In 2002, Company was established the first branch in Ho Chi Minh City with office area and GSP store In 2004, Company inaugurated and put into use GMPWHO production Factory is located on area of 10,000m2 in Hoang Liet, Hoang Mai district, Hanoi In 2006, established the second branch in Da Nang city and in 2007, company had inaugurated the factory traditional medicine at Van Lam - Hung Yen standard GMP-WHO and established high Technology TRAPHACO JSC June, 26th, 2009, launch TRAPHACOSAPA Limited Liability Company at Lao Cai, TRAPHACO officially 100% owns capital, transition from a joint venture between TRAPHACO Company and Lao Cai pharmaceutical, inaugurated the third branch at Nam Dinh city In 2010, established branches in: Nghe An, Thanh Hoa, Hai Phong, Vinh Long The modern management tools are also been applied in company: ISO 90012000 by BVQI Organization (2006) March, 07th, 2007, the company is certified ISO 14001-2004 QUACERT October, 2007 TRAPHACO officially certified to practice good 5S (Tools of the Japanese 5S management has been effectively applied in the Company) November, 26th, 2008, TRA stocks were officially listed on HOSE Overcoming the difficulties of the early stages the equitization, the company has endeavored to achieve success and be recognized: The honor was awarded the "Third Class Labor Medal" of the President (2002) Appellation “Enterprise for the advancement of women” – KOVALEVSKAIA awards for collective female scientists of TRAPHACO (2005) November, 27th, 2007, TRAPHACO JSC its 35th anniversary and is proud to receive the Second Class Labor Medal by the President of Socialist Republic of Vietnam awarded the Third Company & Group Company Over 35 years of construction and development, the TRAPHACO was really strong and have a lot to contribute to the protection and health care as well as the development of the pharmaceutical industry Vietnam In 2009, 10 years the equitization enterprises operating efficiency TRAPHACO is recognized as the most famous brand pharmaceutical industry Vietnam, Vietnam Gold Star TOP 100 In 2010, TRAPHACO is the only unit of Vietnam Prize by the Organization WIPO World Intellectual Property awarded Awardees III Social Responsibility in the field of Environment (CSR), Vietnam Gold Star TOP 100 And especially on December, 10th, 2010 TRAPHACO was honored to receive Ceremony “Labour Hero” Title achievement in the period development from 2000 to 2009 In 2011, + November, 2011 TRAPHACO have successfully bid TRAPHACO high technology JSC increased its stake at CNC TRAPHACO from 12.83% up 50.96% + Established more branches in Binh Thuan, Dong Nai, Quang Ngai, Can Tho, Khanh Hoa + TRAPHACO honored to receive the award TOP 100 Vietnam Golden Star "award particularly" TOP 10 typical enterprise social responsibility” + First time attendees TRAPHACO "poll Annual Report 2010" and has won the award "Best Annual Report" Along with this award, TRAPHACO ranked AAA "Annual Report Vietnam credit rating" for businesses operating efficiency, demonstrating transparency, strong financial strength, long-term growth prospects and control the business capital and lowest risk + June, 2011 “ Development of a grinding tool to identify medicinal plants and Hoai Son herbs” scheme located in GreenPlan project (research and development project sustainable medicinal TRAPHACO) has received funding from the World Bank through the program "Vietnam Innovation Day 2011” +April, 2011 toipc “ TRAPHACO honorably receives the title - “The Famous Brand in Vietnam” In 2012 + October, 29th, 2012, TRAPHACO has become largest shareholder of Pharmaceutical - Medical Supplies Joint Stock Company in Quang Tri with the percentage of ownership is 42,91% charter capital + May, 11th, 2012, TRAPHACO has officially become the largest shareholder of Dak Lak Pharmacy - Medical Supplies JSC ownership rate is 24.5% on October, 10th, 2012 TRAPHACO has offered to buy the shares of JSC Pharmacy - Medical Supplies Dak Lak increase its stake from 24.5% to 51% + Established branches in: Quang Ninh, Gia Lai bringing the total number of branches in over 14 companies in this branch (2branch grade 1, 12 branches level) + June, 2012, TRAPHACO honored to receive “ International Quality Award” at Federal Republic of Germany May, 2012, TRAPHACO was received TOP 10 typical business community June, 19th, 2012, TRAPHACO Certification has been awarded "TOP 50 of the most effective business in Vietnam " On October, 04th, 2012, the decision TRAPHACO received First Labour Medal by President In 2013 January 2013, TRAPHACO is recognized as National Brand TRAPHACO won the National Quality Gold February, 11th, 2013 at London, United Kingdom of TRAPHACO honored received the award International Best Enterprise by European Business Assembly (EBA) awarded EBA is a non-governmental organization based in the UK working for the development and management of economic, social and humanitarian Attending the awards ceremony, 41 enterprises from 33 countries around the world businesses and organizations are awarded based on an assessment of achievements in commercial activities and the successful model in developing economies Most companies award activity in the industry that brings high value to society as infrastructure construction, petrochemicals, agriculture, banking, health and education Database to assess the business is from the official statistics in the country, the world ranking business or professional publications At the ceremony he mundane Code - CEO TRAPHACO was also honored as "excellent manager" for the achievement of business leaders May be said that Traphaco is quite successful brand in Vietnam Mentioning the success Factors of TRAPHACO brand, the reason is that TRAPHACO have already anticipated the change in the perception of modern man for medicinal products and health conditions in the coming decades ghost researchers call it consumer tendencies in society Consumers not only in Vietnam but also the world becomes not want to depend too much on modern lifestyles , flooded forest between western medicine products ( derived pharmaceutical chemicals ) will be used to fast treatment but there are many side effects , long-term effects on health Few years ago, the use of bleach widespread panics created for consumers not only by the price issue, but also potential unwanted side effects Not only in Vietnam but also in the world but given River appear to return to nature When life is satisfied increasingly materialistic , people will tend to be desired enhanced quality of life and respect for the environment In consumer awareness about Health and Medicine also have similar changes, but as a return of folk remedies and want to have a balance and harmony of yin and yang to improve the quality of health Social increasing trend highlighting cures more fond of her husband , refined transmission lines, transmission enrichment , conditioning , balance underlying illnesses repulse Meanwhile, the contract is safer and fewer side-effects And it is also an important prerequisite for TRAPHACO can find a “great space" to "anchor" your brand on the mind of the consumer Success Factors 2nd of TRAPHACO know include the nation - an element belonging to "countries of origin" to create a brand identity TRAPHACO This factor is based on the source lines are Vietnam's traditional medicine should be based on standardized values and lessons from traditional medicine has a century ago , there have been ma huge impact to medicine modern Evidence that Vietnam has a system of research facilities and medical treatment to traditional medicine vast relief medicine more than 45 nations, more than 242 general hospitals have traditional medicine departments , 4,000 valid standards organization Oriental medicine is not a strange language which has become a cure familiar to many people Therefore, TRAPHACO bring repatriation of an image that represents "Vietnamese identity", close does not get any stranger to the writer and the finish is very "mystery" Western consumers 3rd point affects the shaping identity that characterizes of TRAPHACO product Palm trees and knowledge of natural, traditional experience of generations drawing from thousands of years has been a source remedies derived lines are provided This is an important characteristic of the TRAPHACO product - factors that make up an image friendly, safe and closer to humans than are products derived drugs soluble And images trees, flowers and leaves attached a theme, a way to call and call, an "icon" is TRAPHACO typical image used to advertise your products TRAPHACO products that use the words compelling ad to new client package as: “Solution from nature - Efficacy and Safety” (Tradin used to treat colitis), “Spiritual tonic, herbal” (Positive blood work), “Natural origin” (Siro Slaska cough treatment), “Solutions for Fatty Liver” (Carmanus)… Recently, TRAPHACO’s picture also linked to the development of clean fuel regions in Vietnam This approach not only contributes to the alleviation of poverty but also the ambition of building a national brand for Vietnamese medicinal Nam.Viec failure and directly as a pioneer for the development of medicinal empty area not clean is only intended to add value to products from growing, which is a unique initiative of TRAPHACO to create new value for the brand identity in all perspectives "product", "organization" provides as " symbolism" The angle of the product, this is a commitment to improving the quality from "A to Z" But if looked at from one angle picture of an organization 's work TRAPHACO escaping benefits of a business merely to take care of shared responsibility , resource exploitation countries contribute to developing an industry export-oriented numb bring jobs and income for millions of poor farmers With respect to the icon, attaching trademarks TRAPHACO image material areas clean is an approach to bring your collection to enjoy for many consumers TRAPHACO should not only advertising is a drug manufacturer , ghost or become a symbol of power and caring for human health protection in the direction you safer , to shape an word " Mind " and " Prestige " - " soul " of the TRAPHACO brand The fourth important factor creating TRAPHACO brand, and if no elements on supply factors contest but did not justice to its role, is the ability to rise through the stages of the value chain from cultivation, processing, marketing and consumption on the market according to a management company and produced entirely colored "western" Thanks to this process, TRAPHACO has created two specific advantagement for business which is: Role leads the market through new products TRAPHACO always has been a pioneer in research and cover-up of high-quality products Therefore the features of its products effective TRAPHACO - Quality Creativity - innovation pioneering products always have a place in mind to better the user and the market With superior quality, our products TRAPHACO often worth more products of the same category of other manufacturer and supply Therefore, trade TRAPHACO Product Key rivals followed imitate, even piracy, Counterfeiting Create differentiated value from technology For modern image, a community is very important innovations in traditional medical practices in all forms and quality The basic feature of this process is to create a "core competence" research and product development (R & D) for enterprises, combined with the improvement, standardization of stages of the production process in order industrialization and modernization of this product, which can be summed up by the phrase “modern technology” Technological factors were developed in the following three points to create unique value for the product in TRAPHACO: - Apply technology, data processing "clean - safe": instead of the traditional style is collecting folk, TRAPHACO towards the development of areas of cannabis production on one angle to replace imported products, quality control, lower costs and form data gaps are so endangered - Research and product development: TRAPHACO investment in research and development stages (R & D) of about 5% of annual revenue New products on the market branded products TRAPHACO up to a maximum of over 200 generic for the company each year - Apply processing, modern packaging technology: Besides the traditional format, TRAPHACO creative, Additional Dosage Forms extra two dollars "upgrading" and “innovative" But typical products in the format "cover upgrade" was sighted members, Instant Tea knotweed, Instant Tea ventricle, positive reinforcement Festival, cadef who are the product ranks senior TRAPHACO But TRAPHACO new dosage forms were removed from the research process are forms of hard capsule , soft capsule , pellet , or tablet , film coated tablet dosage forms this has just helped to stabilize the product quality, of ensuring the effectiveness of treatment , consistent with the in the pharmaceutical value chain worldwide Striving for pharmaceutical industry Vietnam become an integral part of the pharmaceutical industry systems and world regions In step with this trend in the right direction in the modernization of traditional medicine , ethnic elites promoted on the basis of modern machinery and techniques successful export products abroad has made Traphaco breakthrough To overcome these barriers , as well as strict increasing demands of the market, the system applies Traphaco GMP- WHO and ASEAN GSP/GLP- and apply the quality management system ISO 9001:2000, environmental management system ISO 14001:2004 and application management tools of 5S , Kaizen - the Japanese Therefore, not only prestige in the domestic market , has recently Traphaco exported to some countries in the region such as Myanmar , Laos , Cambodia and European countries such as Belgium , Ukraine Currently, the product has been registered Traphaco protection in over 20 countries around the world including Boganic started appearing in the market Ucaraina - the city of Kiev The company also conducted a review of the legal requirements to open a branch in the city of Kiev , enabling people to easily access product and company can expand its market to other cities and further to the neighboring countries of Ukraine Development targets of Traphaco to 2020 will establish economic group business products and health care services, research and development of high-tech products of natural origin With Traphaco, to grow, to expand production, from leadership to staff to respect the views: Taking science and technology-centered, taking to market orientation, taking as growth dynamics, get quality commitment to customer 1.4 Competitive advantage Boganic is one of the products of TRAPHACO application theses State “Building pharmaceutical manufacturing processes cleaner and cleaner process for the preparation of a number of high quality products” With good treatment efficiency, treatment costs reasonable, produced from domestic raw material extraction, product Boganic has achieved many awards in the past years as scientific solutions and innovative technologies Vietnam award essence of Vietnam, Vietnam Gold Star, VIFOTEC prize for work "manufacturing Research Boganic liver tonic herbal detoxification Vietnam” Traphaco confirmed its position and its brand in the pharmaceutical industry in Vietnam Continuous 14 consecutive years the title "Vietnam High Quality Goods" by the consumer vote (1998-2011), awarded "Vietnam Golden Star" (2003, 2010), is recognized as the "Brand The most famous pharmaceutical industry Vietnam "(2009) In 2007, President Traphaco was awarded "Second Class Labor Medal" and in 2011 was awarded to innovative science VIFOTEC for Boganic The proactive input source is considered very important problems with Traphaco, avoiding the effects of the world economic crisis, contributing to deficit reduction, generate revenue for businesses of Vietnam's satellite Traphaco Some drugs are mined in Vietnam as 100% in the steering nail care products blood brain activity, cover-up products Ampelop, artichoke in Boganic Around 30 thousand tons per year pharmaceutical clean was used in Traphaco According to a survey by market research firm IMS to midyear Boganic Traphaco ranked 8th in the top 20 sales best selling product on the pharmaceutical market in Vietnam Boganic group leader in protecting liver derived pharmaceuticals, accounting for 29.7% market share by revenue This result demonstrates the effectiveness of the strategy of "Green Health" which is pursuing Traphaco Traphaco strategy ' Green Health ' This strategy is built on the foundation of natural medicinal herbs, to ensure sustainable development, environmentally friendly, closely linked with the development of the economy and bring health to the community According to survey of Traphaco JSC, Vietnam has advantages in terms of biodiversity with over 4,000 species of plants and mushrooms have medicinal uses, many endemic species expected in new drug development Thus the navigation, focus research and production of drugs of natural origin are being viewed as a major breakthrough in the pharmaceutical industry And more importantly, it also provides clean medicinal products (pharmaceuticals) quality, safety and effectiveness (high hygiene standards), better serve for the prevention and treatment for people and contribute to enhance the reputation of the business Besides, not stop investing Traphaco facilities, extensive cooperation with scientists, research institutions The company has collaborated with the Institute of Biotechnology - Research Institute VN science and application of biotechnology in the production of products to create products with more advanced features Vietnamese and more efficient use and treatment Special applications in high technology artichoke leaves extract: yeast dissolves the polyphenols, the active conservation of polyphenols in artichoke Traphaco is also a pioneer in the business proposals and partnership with the Institute and the Institute of Medicine, School of implementing the State level "Building pharmaceutical manufacturing processes cleaner and cleaner process for the preparation of a number of high quality products."This is a prerequisite for the production of medicinal products from clean, safe and efficient The results of the research have been applied to the production of key products such as Boganic Products with natural ingredients, GACP guidelines apply quality control-WHO The distribution system was built on existing systems Pharmacy in the country and Kiev The company has a trained professionals staff and business executives, career devoted to business Traphaco Company is member for Union for Ethical BioTrade Most Famous Trademark in the Vietnam Pharmaceutical Sector 2000 (implemented and announced by the Vietnam Chamber of Commerce and Industry in cooperation with Nielsen Marketing Research Company) From the success of the strategy "Green Health ", European Business Association (EBA) based in the UK award "Best International Business" for Traphaco August, 2013, company also received awards "ASEAN Famous Brand in 2013" from development associations Economic Cooperation Vietnam - Laos - Cambodia October, 02th past, Traphaco became a 2013Vietnam Gold Star in Top 10 is also the Top10 Social Responsibility Association of Young Entrepreneurs by Vietnam Vote 1.5 Positioning declaration With Positioning views: taking science and technology-centered, taking to market orientation, taking growth as motivation, to get quality customer commitment, Traphaco will become a strong economic group, economic business products and health care services research capacity and developing high-tech products of natural origin Consumers expect products to help your body healthy while "processing plant and detoxifies body - the liver a healthy" The tendency to use herbal products is increasing due to herbal folk remedies are considered benign, natural origin Moreover, compared with the drug dosage according to the chemical formula, essential oils in herbal therapy has few side effects, easy to adapt to all objects, including the elderly and young children Products derived natural quality control of raw materials, produced by the manufacturer is a member of UEBT The product is full of scientific research and facilities used Products are distributed to the favorable location of Pharmacy System INCLUDEPICTURE "http://img.webmd.com/dtmcms/live/webmd/consumer_assets/site_images/articles/im age_article_collections/anatomy_pages/liver_illustration.jpg" \* MERGEFORMATINET INCLUDEPICTURE "http://us-mg6.mail.yahoo.com/ya/download? mid=2_0_0_2_3844831_AOj1i2IAAA+lUn5C0QvDuAkRTpU&pid=2&fid=Sent&inl ine=1" \* MERGEFORMATINET INCLUDEPICTURE "http://us- mg6.mail.yahoo.com/ya/download? mid=2_0_0_2_3844831_AOj1i2IAAA+lUn5C0QvDuAkRTpU&pid=2&fid=Sent&inl ine=1" \* MERGEFORMATINET Herb VISION BOGANIC- Strong Liver with Natural Đến năm 2020 trở thành tập đoàn kinh tế mạnh lĩnh vực chăm sóc bảo vệ sức khỏe TRAPHACO DEVELOPMENT OPINION - "Taking science and technology as center, taking market to orientate, taking growth as motivation, taking quality to commit to customers." - Sustainable development is based on continuous improvement of product quality, service quality; business development associated with environmental protection and building corporate culture - Product rientation: “New Technology & traditional identity” - Market: Towards exports and satisfy the maximum demand in the country, contributing to the national drug strategy: increase the rate of using domestic drugs - Development of multi-function, focusing on scientific research, training and development of human resources CORE VALUE Quality of products and services determines the existence of an enterprise Increase value for society, customers, employees and shareholders is the goal and the motivation of sustainable development Creative labor is the foundation of development Co-oprerate, share, commitment and implementation is the foundation of corporate culture The age and tradition is identity of TRAPHACO TRAPHACO BUSINESS PHILOSOPHY TRAPHACO operates with the confidence of its customers and shareholders, with the motto "good faith Business” - KNOW YOURSELF, KNOW OTHERS: Creating quality products, understand the characteristics and advantages of the product policy of the company over similar products on the market - ASSERT YOURSELF: Bold company image and products of the company to the customer - COMPLETE: Respect, listen to satisfy customer requirements in possible conditions 1.6 Revenue, profit, market share Estimated revenue: 480 billion dong Profit: 95.67 billion dong Domestic market share: 50%, Foreign market share (Kiev): 5% Analysis of market direction 2.1 SWOT matrix Strengths - Weaknesses The staff that has professional qualifications loves their jobs, and loves the company and product, distribute products and consult Many products have similar effects No understanding much about the culture of Ukraine customer enthusiastically and timely - Distributing products widely and extensively to each Pharmacy - Advantage of products is natural origin, controlling quality meets UEBT standards The product works effectively - The difference of product is the combination of three particular types of herbal plants in Vietnam (3 Medicinal Herbs) - The advantage is the most famous pharmaceutical brand in Vietnam Opportunities Threats - Many Vietnamese overseas manage Technical Barriers to pharmaceutical chain of retail systems including products for export to European systems of Pharmacy countries in general and Russia in particular Analysis of customers and market segmentation 3.1 Analysis of customers Products will focus on serving consumers in the following groups: + Knowledgeable and urban people have understanding of the harmful effects of environmental pollution and the consequences of not using clean food… + People with impaired liver function have anorexia symptoms, or allergic + Used for liver insufficiency, hepatitis with symptoms of fatigue, jaundice, indigestion, urine retention, constipation + Detoxification, anti-allergic especially due to overuse of alcohol drinks + Atherosclerosis, hyperlipaemia 3.2 Market segmentation - TRAPHACO accelerates to build the distribution system through the establishment of more branches in the provinces in the country The company decided to buy locations to build office and warehouse system in Khanh Hoa, Quang Ngai, Gia Lai, Thai Nguyen, Hai Duong, Quang Ninh - Traphaco Sapa One member Limited Company is a subsidiary of Traphaco and goes into stability and development, Traphaco Sapa has successfully completed the task of providing timely, adequate production materials for Traphaco, especially Extractum Cynara scolymus - Promote and enhance the brand value of the product: BOGANIC - Get the most effective distribution channels in North, implement at CRM project (customer Care) in the customer relationship - Build, develop distribution channels in Southern to ensure achieving sales growth target of 50 % in 2010, being the basis for achieving high and sustainable growth - Prepare the conditions for GSP, GDP certification in Ho Chi Minh City, Da Nang Develop agents at the northern branch in Nghe An, Thanh Hoa, Hai Phong Prepare conditions for further development of the branch to ensure proactive control of distribution channels - Actively promote exports to ASEAN countries (Laos, Myanmar, Cambodia) and Eastern Europe (Ukraine) but still have to ensure financial security - Boganic drug is mainly exported to Ukraine market concentrated in the Kiev capital Not stop there, development strategy of Traphaco to open more distributors, agents in other capitals across Ukraine Once having its brand in Ukraine, Traphaco also expands its market to the other countries in the world Drug products will be sold at the distribution channels called pharmacies The overall objective and specific business to reach 4.1 Mission statement Devote to the society with epochal and rich traditional value product - services in order to improve the quality of life Always satisfy customer needs, create meaningful work and promotion opportunities for employees Increase value for investors From SCIENCE to life inherited Vietnam traditional medicine for thousands of years, Traphaco has put new technology into production With the slogan: "New Technology & Traditional Identities", Traphaco has devoted to society epochal and rich traditional value products, services By bases: traditional identity - green technology - high-quality human resources, Traphaco is on the right era path-"The green health path", became the provider, dedicate the society with epochal and rich traditional value product services That is also the path for Traphaco to become the No pharmaceutical brand in Vietnam Strong Liver with Natural Herb 4.2 The overall aim of the number of sales, market share, net profit, profit on investment capital 4.2.1 Overall objectives: Investment in development of enterprise resources: human, material and financial resources Take advantage of the opportunities, advantages, limitations of difficulties, maintain and expand domestic and foreign markets for old products and new products Enhance promotion, brand promotion, brand retention of Vietnam’s leading pharmacy 4.2.2 The objective of the number of sales 48.000.000 products x 10.000 đ = 480.000.000.000 dong/year Account for 50% of domestic market share In Ukraine, account for 5% of market share Profit: 95.67 billion dong/year Net Profit: 71.75 billion dong/year ROE: 10% 4.3 Specific objectives tied to milestones Year Quantity Sales (dong) Profit (dong) 3,000,000 30,000,000,000 900,000,000 6,000,000 60,000,000,000 18,000,000,000 48,000,000 480,000,000,000 95,670,000,000 The strategies and tactics to achieve goals 5.1 Pricing strategy The selling price is 10.000 VNĐ/bottle, put price to confirm high quality, reputation brand position of Traphaco 5.2 Product strategy - Quality of products meet EU Pharmaceutical Dictionary standard - Material Source is grown and harvested according to GACP-WHO standard - Produced in factory conditions met GMP-WHO standard - The product is designed for the convenience of users, mix to drink or eat directly with bitter-sweet taste, aromatic characteristics creating trust to detoxify the liver 5.3 Promotion strategy - Advertising: + Join local and Kiev fairs: design booth, poster, slogan + Advertising on television + Advertising on Health newspaper + Advertising activities and development on the medicinal plant, harvest according to GACP-WHO standard: articles, video clips of the activities, broadcast or YouTube, Facebook + Advertising on being a member of UEBT - Traphaco Company is a member of UEBT (Union for Ethical BioTrade): Company respects the international law of the conservation of biodiversity, sharing benefit with indigenous people to participate medicinal plants cultivation Products are brought to consumers in a convenient way to contribute to the community health care + Join advertises on Biotrade's website + Join advertising, introducing products, company on specialized magazines - Sales activities in the country as well as in Kiev: + Deploy to wholesale companies, pharmacies + Organize to transport goods to companies and pharmacies - Sales promotion: + Discount in the first year for the wholesale centers 10% of the selling price, maintaining 3-5% in the next year + Apply stable, reasonable discount policy for distribution intermediaries + With Drugstore Pharmacy: organize staff to marketing and propaganda directly and receive goods, transport goods to places + The marketing staff set up customer records, report periodically on the company + Regular pays attention to pharmacy owners and gives gifts to them on special occasions: Tet holidays, birthday - Public relations: + Join conference sponsors; invest in facilities built for hospitals + Organize activities gifts for the elder + Care patients in hospitals + Organize medical care, treatment and give medicines free in remote areas + Training guides on medicinal plant cultivation + Give seedlings and seeds for people at growing medicinal plant area + Care farmer union activities + Participate in activities supporting poverty reduction programs, flood fellow… For companies in general and TRAPHACO Company in particular, the Marketing development is essential for the expansion of the target market Marketing strategy of advertising of TRAPHACO in the future will focus on propaganda purposes for the public to see the image of a business which has ethics, professionalism and efficiency in the community health care through the provision of high quality products of natural origin MONITORING AND MANAGEMENT MECHANISMS Planning department:  Prepare products fully and timely under the demand, requests of the Marketing department In case not meet the schedule, inform weeks in advance for Marketing, Business departments Provide timely information regarding the production of products for Marketing, Sales & Development Research departments Business block  Head Sales Department - Branch Manager in the Central - Branch Director in the South, Kiev are responsible for:  Perform output and sales that have been assigned  Assign a specific plan for each province in the area of management  Supervise and speed up implementing new product launch and timely feedback on progress, implementation levels as planned for departments adjust  Monthly gather, provide sales figures and market feedback at the areas for the Marketing department Research and Development department  Coordinate closely with the marketing department, sales department and planning department, ensure stable product quality to market and provide product information and related information appropriate to deploy successfully  Prepare training materials on products for medical representatives Marketing Department  Order goods under the schedule and timely to meet market demand  Provide timely tools for business block to reach the market and deploy products successfully to meet the sales target according to plan  Undertake communication activities (training business part, coordinating business block to continue training in the province in accordance with the proposal of business, PR activities for the general public, pharmacy, promotional activities on the means of mass media consistent with the product's coverage)  Tracking sales situation, update market feedback from business block Budget plan 6.1 Sales, expenses and Marketing budgets Year Budget T Item T Cost of goods sold Sample Communication Expens Revenu e e (Mil (Mil VND) VND) 48 Million units 19.700 3.2.Newpapers 600 16.000 3.4.PR 3.000 Promotion 4.300 Sales Revenue Note VND) 330 100 Total (Mil 288.000 3.1.Fliers 3.3.Television Profit 72.000 480.000 384.330 480.000 95.670 http://www.youtube.com/watch?v=ipRJkpWIY6Q http://www.traphaco.com.vn/sites/default/files/attachment/quan-he-codong/traphaco_bctn_2011_tv_0.pdf` ... Prepare products fully and timely under the demand, requests of the Marketing department In case not meet the schedule, inform weeks in advance for Marketing, Business departments Provide timely... development of human resources CORE VALUE Quality of products and services determines the existence of an enterprise Increase value for society, customers, employees and shareholders is the goal... will be used to fast treatment but there are many side effects , long-term effects on health Few years ago, the use of bleach widespread panics created for consumers not only by the price issue,