Strategic plan for Wyeth Philippines nutritional group

• Main Author: Reyes, Edwin Paulino S.
• Format: text
• Language: English
• Published: Animo Repository 1997
• Subjects: Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/2248
• Institution: De La Salle University

What industry will continue to exist for as long as there are babies born and for as long as the population growth continues? The infant dietetics industrys sales revenue is dependent on the number of babies born. Normally, a baby will consume 27 kgs. of milk in 6 months. If the average price of a 1 kg. can is php 295.00 (S-26) , total sales revenue generated by that baby will help php 7965.00 in 6 months of continues use of the formula. However, if the baby is shifted to a follow on formula, let us say, Promil, consumption for the next 6 months will be approximately 69 kgs. sales revenue generated will be php 20, 355.00 at the price of 295.00 / kg. can. The net result will be a total of php. 28, 320 sales revenue generated by one baby in a year. What if 100 babies will be started on a Wyeth product? How can we start as many babies on Wyeth formulas and realize the sales figures projected? In the infant dietetics industry, the following people are responsible for prescribing the different brands:Pediatricians who handle newborns Obstetricians and Midwives who are responsible for the delivery of the baby and •Nurses who are responsible for the care of the baby while in the nursery. These people are responsible for recommending and prescribing the milk formula that baby must be started on. They are responsible in influencing the parents to us a particular brand for their newborn baby. The challenge which we have to face is convincing these people to choose Wyeth brands over other brands. We must then execute the following steps: Do comparative selling between the advantage of our brands over competitive brands. Regular visits to these people and if possible increase the frequency of visits. The twin steps if properly executed will result into making Wyeth products stand out in the doctors clinic and will develop top of mind awareness among the doctors, midwives and nurses. The role of ethical promotion is crucial for the attainment of our desired sales revenue. We must be hungry for babies to be started on our brands. A single baby started on our brands will have a rippling effect on the sales of the company. Wyeths no. 1 position can be protected inspite of the presence of new and aggressive market players if we strengthen both ethical and consumer promotion, launched new products and reorganize the nutritional division.