IPI introduces new marketing concept

CEBU, Philippines - Cebu-based pharmaceutical and healthcare products maker, International Pharmaceutical Inc. (IPI) is going to introduce a new dimension in its business, this time to involve the larger community in distribution and marketing its wide array of healthcare and consumer good products.

In an interview with Stanley L. Uang, IPI vice president for sales and marketing, he said that although the company has sustained its leadership especially in the liniment market led by one of its flagship products Efficascent Oil, and Omega Pain Killer, IPI has to move further, this time involving the community to market IPI products.

Uang said the new business concept of IPI which is currently still on the planning stage, will not affect its wide distributorship and retail arms of the over 100 brands, as the company will offer different lines of products under this new concept, all are health and wellness related items.

He said IPI will have to formally launch this concept before the year ends, and that it has already identified some large community based areas in Cebu, as pilot communities.

On the other hand, Uang reported that despite the stiff competition in the market in the healthcare and fast moving consumer goods (FMCG) market in the Philippines, IPI has sustained its leadership, especially in household penetration, as its brand had already carved a name in the Philippine market, while it has slowly gaining brand recall in some countries abroad.

This is for the reason, that IPI continuous its effort to boost its export business hitting the countries and continents like Middle East, ASEAN member countries like Hong Kong, Malaysia, as well as United States.

Its medicinal brand, Gastripac is about to be registered with the US Food and Drugs Administration (FDA), as the company sees big potential of this product in the US market, he said.

Last year, the company registered a double-digit growth, which Uang described as healthy performance, considering that there is a growing number of herbal-based health and wellness products being made available in the market.

The entry of IPI to another business concept will not only strengthen its established brands in the Philippine market, it is also aimed at providing the mainstream Filipino consumers opportunity to be empowered by improving their daily income, Uang said.

IPI has maintained two manufacturing plants in Cebu, with over a thousand regular employees.

According to Uang, the company is constantly innovating its existing product lines, through its Product Research and Development Department.

Although the company is confident of its brand to have captured the trust of Filipino consumers and growing number of foreign consumers, Uang admitted that the company is still facing challenges in terms of advertising and promotion, as it can hardly compete with the huge budget provided for promotions by the giant multinational companies (MNCs).

IPI is one of the country’s largest healthcare and fast moving consumer goods makers.

IPI was founded in 1959 in Cebu, with only one product—Efficascent Oil. Now the company makes diversified range of pharmaceutical and health care products which include liniments, antiseptics, herbal food and beverages, as well as cosmetics, toiletries, and medical devices. — (FREEMAN)