1.3 M ARCO TEÓRICO - CONCEPTUAL
1.3.1 Concepto de violencia de género
Products Flanax Flanax Forte
Target Market Class A/B, C, D 18 above (For adults) M/F
Class A/B, C, D 18 above (For adults) M/F
Positioning/
Slogan
“Unclear” “Unclear”
Features Naproxen sodium (275 mg) Tablet
Bluish tablet
Naproxen sodium (550 mg) Caplet
Bluish caplet Packaging Blister pack of 10's (2x5)
Roche logo at the foil of blister pack
Generic and brand at the foil of blister pack pursuant to BFAD regulations
Manufacturing code at the foil of blister pack
Expiration date at the foil of blister pack
Rx symbol Production code
Bubble at the middle, in between caplets
Box of 100's and 500's Tamper resistant seal for box of 100's and 500’s, containing Roche logo and text "Refuse if seal is broken"
Main body of trade box contains generic, brand, company name, manufacturer, address, contents, indications, dosage, contraindications, special precautions, adverse reactions, and storage instructions at trade box
Blister pack of 10's (2x5) Roche logo at the foil of blister pack
Generic and brand at the foil of blister pack pursuant to BFAD regulations
Manufacturing code at the foil of blister pack
Expiration date at the foil of blister pack
Rx symbol Production code
Bubble at the middle, in between caplets
Box of 50's and 250's
Tamper resistant seal for box of 50's and 250’s, containing Roche logo and text "Refuse if seal is broken"
Main body of trade box contains generic, brand, company name, manufacturer, address, contents, indications, dosage, contraindications, special precautions, adverse reactions, and storage instructions at trade box
pursuant to BFAD regulations Trade box is plain purple for storage/packing purposes only Bar code
Box made out of c2s 140 With foldable patient
information leaflet, containing brand, generic name,
formulation, dispensing category, actions, indications, precautions, drugs that may react to Mefenamic acid, dosage for adults and children over 14 years old, overdosage, storage, presentations, text
"Keep out of reach of children," manufacturer, company name, address
pursuant to BFAD regulations Trade box is plain purple for storage/packing purposes only Bar code
Box made out of c2s 140 With foldable patient
information leaflet, containing brand, generic name,
formulation, dispensing category, actions, indications, precautions, drugs that may react to Mefenamic acid, dosage for adults and children over 14 years old, overdosage, storage, presentations, text
"Keep out of reach of children," manufacturer, company name, address
SRP 1's - P8.40
None TVC featuring happy couple
dancing the night away in the party, major claim is their availability now as an OTC product
Merchandising None Placed in customer's view at drug section
Distribution Bulk of sales through Mercury Drug chain
In most groceries at OTC section
In institutional accounts such as hospitals, company and school clinics
In secondary or tertiary convenience stores (excluding 7-Eleven and Ministop)
Bulk of sales through Mercury Drug chain
In most groceries at OTC section
In institutional accounts such as hospitals, company and school clinics
In secondary or tertiary convenience stores (excluding 7-Eleven and Ministop)
Table 25. Competitive Analysis for Flanax and Flanax Forte – x-
COMPANY
COMPANY THERAPHARMA
(Unilab)
THERAPHARMA (Unilab)
Products Dolfenal 250 Dolfenal 500
Target Market Class A/B, C, D 18 above (For adults) M/F
Class A/B, C, D 18 above (For adults) M/F
Positioning/
Slogan
Kapag masakit ang
sikmura, madaling tandaan - Dolfenal!
Kapag masakit ang sikmura, madaling tandaan - Dolfenal!
Features Mefenamic acid (250 mg) Caplet
Pinkish color
Mefenamic acid (500 mg) Caplet
Pinkish color Packaging Foil sheet of 4's
Therapharma logo at the foil sheet
Generic and brand at the foil sheet pursuant to BFAD regulations
Manufacturing code at the foil sheet
Expiration date at the foil sheet
"Tamper-resistant for your protection" at the foil sheet Foil manufacturer logo at the foil sheet
Rx symbol Box of 100's
Tamper resistant seal for box of 100's and 500's, containing Unilab logo and text "Tamper-resistant for your protection; Do not accept if seal is broken"
Main body of trade box contains generic, brand, company name,
Foil sheet of 4's
Therapharma logo at the foil sheet
Generic and brand at the foil sheet pursuant to BFAD regulations
Manufacturing code at the foil sheet
Expiration date at the foil sheet
"Tamper-resistant for your protection" at the foil sheet Foil manufacturer logo at the foil sheet
Rx symbol Box of 100's
Tamper resistant seal for box of 100's and 500's, containing Unilab logo and text
"Tamper-resistant for your protection; Do not accept if seal is broken"
Main body of trade box contains generic, brand, company name,
manufacturer, address, contents, indications, dosage, contraindications, special precautions, adverse reactions, and storage instructions at trade box pursuant to BFAD regulations
Trade box is plain white for storage/packing purposes only Bar code
Box made out of c2s 140 With foldable patient information leaflet, containing brand, generic name, formulation, dispensing category, actions, indications,
precautions, drugs that may react to Mefenamic acid, dosage for adults and children over 14 years old, overdosage, storage, presentations, text "Keep out of reach of children,"
manufacturer, company name, address
manufacturer, address, contents, indications, dosage, contraindications, special precautions, adverse reactions, and storage instructions at trade box pursuant to BFAD regulations
Trade box is plain white for storage/packing purposes only
Bar code
Box made out of c2s 140 With foldable patient information leaflet, containing brand, generic name, formulation,
dispensing category, actions, indications, precautions, drugs that may react to Mefenamic acid, dosage for adults and children over 14 years old, overdosage, storage, presentations, text
"Keep out of reach of children," manufacturer, company name, address
SRP 1's - P8.35
In tri-media TV, radio, newspapers, magazines, billboards
Current image model is Dolphy
Stationary billboards Roving billboards On-line promotions
In tri-media TV, radio, newspapers, magazines, billboards
Current image model is Dolphy
Stationary billboards Roving billboards
On-line promotions through
through corporate website http://www.unilab.com. ph
corporate website
http://www.unilab.com.ph Merchandising Unilab controls OTC
section gondola of key accounts such as Mercury Drug, Shopwise, Rustans, SM, etc.
Box of 10's hanging through wire display at OTC section
In-house pharmacist, merchandiser placed in key accounts, usually in direct alliance with distribution outlet, except in drugstores Posters of product
Unilab controls OTC section gondola of key accounts such as Mercury Drug, Shopwise, Rustans, SM, etc.
Box of 10's hanging through wire display at OTC section In-house pharmacist,
merchandiser placed in key accounts, usually in direct alliance with distribution outlet, except in drugstores Posters of product
Distribution Bulk of sales through Mercury Drug chain In most groceries at OTC section
In institutional accounts such as hospitals, company and school clinics
In secondary or tertiary convenience stores (excluding 7-Eleven and Ministop)
In sari-sari stores
Bulk of sales through Mercury Drug chain In most groceries at OTC section
In secondary or tertiary convenience stores (excluding 7-Eleven and Ministop)
Table 26. Competitive Analysis for Dolfenal 250 and Dolfenal 500 -x-
COMPANY BIOMEDIS (Unilab) THERAPHARMA (Unilab)
Products Biogesic Alaxan Gel
Target Market Class A/B, C, D 18 above (For adults) M/F
Class A/B, C, D 18 above (For adults) M/F
Positioning/
Slogan
Para safe, Biogesic! Massage pain away!
Features Paracetamol (500 mg) Tablet
Orange color
Text "Biogesic" and "500"
molded in tablet
Menthol (70 mg), methyl salicylate (100 mg) Topical gel 5g, 10g, 30g Clear, colorless gel Packaging Blister pack of 20's
Biomedis logo at the foil of blister pack
Generic and brand at the foil of blister pack pursuant to BFAD regulations Manufacturing code at the foil of blister pack
Expiration date at the foil of blister pack
"Tamper-resistant for your protection" at the foil of blister pack
Foil manufacturer logo at the foil of blister pack Text "Analgesic - Antipyretic"
Box of 20's for consumers Main body with flap Tamper resistant seal for box of 20's, containing Unilab logo and text
"Tamper-resistant for your protection; Do not accept if seal is broken"
Main body of trade box
1 foil tube 5g, 10g, and 30 g Foil tube, white sealed end, generally orange body, with red and yellow stripes Animated Alaxan gel logo Brand and generic name in yellow font color, not pursuant to BFAD regulations
Text "For external use only"
Text of quantity (e.g. 5g, 10g, 30g)
Main body of foil tube contains generic, brand, company name,
manufacturer, address, contents, indications, dosage, contraindications, special precautions, adverse reactions, and storage instructions at trade box pursuant to BFAD regulations
Batch code embossed at white tip of tube
White releasable cap Box of 5g, 10g, and 30g
contains generic, brand, adverse reactions, and storage instructions at trade box pursuant to BFAD regulations
Main body of trade box obverse plain white, with sky blue section at bottom, all text black except generic and brand name, window at lower right not pursuant to BFAD
regulations
Main body of trade box reverse with sky blue in color not pursuant to BFAD regulations Flap obverse and reverse containing generic, brand, dosage, category, and quantity
Picture of a family (mother, father, son), at obverse flap of box of 20's, not pursuant to BFAD regulations
Text "World's Safe Pain Reliever"
Text at obverse and reverse of flap "When you've got a headache, don’t take risks…. Take [Paracetamol Biogesic]"
Hole at flap for wire
Main body with flap Main body of trade box contains generic, brand, company name,
manufacturer, address, contents, indications, dosage, contraindications, special precautions, adverse reactions, and storage instructions at trade box pursuant to BFAD regulations
Main body of trade box generally orange, with red and yellow stripes, all text black except generic and brand name, not pursuant to BFAD regulations
Text "For external use only"
Flap obverse containing slogan "Massage Pain Away"
and animated Alaxan gel logo
Hole at flap for wire hanging in displays
Bar code
Lot number, expiration date, manufacturing date at bottom of box
Left and right sides of box, orange in color, containing animated Alaxan logo, generic, brand name, and category, pursuant to BFAD regulations
Top side of box, yellow in color, containing animated Alaxan logo, generic, brand name, and category, pursuant
hanging in displays Bar code
Lot number, expiration date, manufacturing date at bottom of box
Sides of box containing generic, brand name, and category; text "For headache, fever and flu"
Box made out of c2s 140 Text "With 500 mg Paracetamol, the World's Safe Pain Reliever"
Text "Doctor-prescribed and trusted for years"
Text "Trust BIOGESIC for headache, fever, and flu.
BIOGESIC can be taken even by patients with peptic ulcer because it causes no stomach
disorders like irritation or bleeding. It is also safe for pregnant women.
Text "BIOGESIC, No. 1 Choice for Headache, Fever, and Flu."
Text "Also available:
BIOGESIC Syrup for Children"
Box of 500's
Tamper resistant seal for box of 500's, containing Unilab logo and text
"Tamper-resistant for your protection; Do not accept if seal is broken"
Main body of trade box
to BFAD regulations Text "Topical Analgesic for Relief of Muscle & Joint Pains"
Text "[Alaxan gel] is a non-greasy gel that soothes and relieves aching muscles, swollen joints, stiff neck, shoulder pains, backache, sprains, cramps and pains associated with arthritis"
Text "[Alaxan gel] has penetrating relief that lasts for hours
contains generic, brand, adverse reactions, and storage instructions at trade box pursuant to BFAD regulations
Trade box is plain white with sky blue band for storage/packing purposes only
Bar code
Box made out of c2s 140 With foldable patient information leaflet, containing brand, generic name, formulation, dispensing category, actions, indications,
precautions, drugs that may react to Mefenamic acid, dosage for adults and children over 14 years old, overdosage, storage, presentations, text "Keep out of reach of children,"
manufacturer, company
In tri-media TV, radio, newspapers, magazines, billboards
Current image model is John Lloyd Cruz
On-line promotions through corporate website
http://www.unilab.com.ph
Stationary billboards Roving billboards On-line promotions through corporate website http://www.unilab.com. ph Merchandising Unilab controls OTC
section gondola of key accounts such as Mercury Drug, Shopwise, Rustans, SM, etc.
Box of 10's hanging through wire display at OTC section
In-house pharmacist, merchandiser placed in key accounts, usually in direct alliance with distribution outlet, except in drugstores
"Ingat ka" stuffed toys posters of product Mobiles/hanging items
Posters of product Mobiles/hanging items
Distribution Bulk of sales through Mercury Drug chain In most groceries at OTC section
In institutional accounts such as hospitals, company and school clinics
In secondary or tertiary convenience stores (excluding 7-Eleven and Ministop)
In sari-sari stores
Bulk of sales through Mercury Drug chain In most groceries at OTC section
In athletic or footwear sections of selected department stores In convenience stores including 7-Eleven and Ministop
Table 27. Competitive Analysis for Biogesic and Alaxan Gel – x-
COMPANY INTERNATIONAL