BUSINESS POLICIES AND

STRATEGIES
STEP 3 – STRATEGY IMPLEMENTATION &
STEP 4 – STRATEGY EVALUATION AND
MONITORING
Mercury Drug Introduction
Mercury Drug is more than just a pharmacy- it is the country's
trusted and caring health and wellness partner, providing the widest
range of branded and generic medicines, as well as a complete line of
healthcare and personal care products, including medical devices and
basic everyday needs.
Today, it has grown into a vast network of more than 1000 stores
nationwide with over 14 000 employees, who are continuously trained on
product knowledge and customer service, to ensure that costumers
"have what they want, when they want it, where they want it, and how
they want it.“

74 years old & operating locally

with 1,000 locations nationwide
Mercury Drug Logo (with
Tagline)
Mercury Drug VISION STATEMENT

“To continuously be the leading trusted and caring drugstore.”

Mercury Drug MISSION STATEMENT

To serve our customers- to have what they want, when they want
it, where they want it, how they want it.
Mercury Drug MISSION STATEMENT

To serve our customers- to have what they want, when they want
it, where they want it, how they want it.

COMPANY FOUNDER:
DR. MARIANO QUE ✞
Mercury Drug Brief History
• Mercury Drug began from a bottle of sulfathiazole, which
was considered a wonder drug after the war.

• It was 1945, and Manila had just been liberated from the
Japanese occupation. The city was devastated and
medicines were scarce and expensive. Mariano Que, who
worked in a drugstore before the war, saw the need. He
went to Bambang St., Manila, where the action was then, on
advice of a friend, and saw a peddler selling sulfathiazole
there. He recognized it as the 'wonder drug' believed to cure
all diseases. Seeing a 'W' on the tablets, he knew it was the
genuine sulfathiazole. He tried to buy a bottle for P100, the
only money in his pocket.
Mercury Drug Brief History
• The peddler wanted more but as Mariano Que had only
P100, the peddler agreed to sell to him. He then sold these
tablets by piece or “tingi-tingi” to make the medicine more
affordable. With some profit, he was able to purchase other
medicines and eventually a pushcart, which he loaded with
his growing supply of pharmaceutical goods.

• From these humble beginnings, the first Mercury Drug store

opened on March 1, 1945 in Bambang St.
CORPORATE GOVERNANCE
A. Board of Directors
Shares
Name Title Stockholder
Type/Numbe
r
Vivian Que−Azcona Chairman Yes Common – 5
Josefina P. Romero Member Yes Common – 2
Jacinto J. Concepcion Member Yes Common – 2
Jesus P. Mangrobang Member Yes Common – 2
Alicia A. Lumanog Member Yes Common – 2
Corazon S. Lim Member Yes Common – 1
Ignacio D. Bernal Member Yes Common – 1
b. Top Management
Corporate Officers
Vivian Que−Azcona Chairman of the Board, President Stock holder

Jacinto J. Concepcion Member of the Board, Vice President Stock holder

Jesus P. Mangrobang Member of the Board, Treasurer Stock holder

Joy Ann Marie N. Garcia Secretary N/A

OBJECTIVES AND STRATEGIES
With some Established practices
Mercury Drug OBJECTIVES AND
STRATEGIES
Mercury Drugstore becomes very successful after
using 100.00 as its starting capital. Through this, they
believe that they owe their success to the millions of
customers who trusted and continuously patronizing the
drugstore throughout these years. They bring quality,
safe, and affordable medicines to the public as a way of
giving back to the people. Mercury Drugstore is very
committed as to its name and speedy customer services.
Mercury Drug OBJECTIVES AND
STRATEGIES
They are trying to enhance their services to serve their customers
better. They are now introducing the availability of less common but
lifesaving medical products. To continuously upgrade its facilities, they
are required to invest on modern technology. And now, they provide
basic household necessities such as food, health, and personal care
products aside from pharmaceutical products, which they are known for.
They are also trying to expand more stores to reach almost everyone
specially those who are in the rural areas and having more branches that
are open on a 24-hour services all days of the week.
Expanding retail presence strategically
Brick-and-mortar stores continue to be major channel to
sales of medicines and consumer health products. Riding on the
rapid urban development outside Metro Manila, Mercury Drug
continues expanding strategically into smaller cities and rural
communities nationwide such as Bulacan, Davao City, Cavite and
Laguna. Competition becomes fierce as a major rival player, The
Generics Pharmacy outnumbered Mercury Drug in number of
stores through franchise model.
Maintaining brand positioning and product quality
There has been a proliferation of more affordable generic
medicines offered by drugstore and pharmacy chains in recent
years. Competition becomes ever more intense with increase
strategic investments by other retail giants Ayala and Robinsons.
Nevertheless, Mercury Drug prides its brand legacy among Filipinos
and its wide product offerings. The company sells almost 60 per
cent of all the medicines in Philippines. The company aims to
maintain excellence in customer services.
Awards and Citations
• 2012
• Father of Philippine Health and Wellness Retailing, conferred
on Mercury Drug’s founder, Mariano Que. Award given by the
Philippine Retailer’s Association, "for being the pioneering
spirit behind health and wellness retail industry and for
spurring an industry that ensures that high quality medicines
are always available within reach of Filipinos, regardless of
age or economic class.
Awards and Citations
• 2014
• Best-of-the-Best Award - Top 500 Awards. Retail Asia.
This award is conferred on a select group of retailers who
have been nominated from the top-ranking retailers in each
of the 14 Asia-Pacific economies and who are judged by an
independent jury to stand out with their clear and
outstanding business strategies and their agility to respond
decisively to changes in their operating environment.
Awards and Citations
• 2015
• Best-of-the-Best Award - Top 500 Awards. Retail Asia.
This award is conferred on a select group of retailers who
have been nominated from the top-ranking retailers in each
of the 14 Asia-Pacific economies and who are judged by an
independent jury to stand out with their clear and
outstanding business strategies and their agility to respond
decisively to changes in their operating environment.
Awards and Citations
• Top 3 Ranking, Top 10 Retailers’ Category by Economy. Retail
Asia.

• Customer Service Excellence Award. Federation of Asia-

Pacific Retailers Association (FAPRA). The FAPRA Award is a
bi-annual award which honors companies, associations and
individuals who have reached outstanding achievements in
retail industry in the Asia-Pacific region.
Awards and Citations
• Retailer of Choice. Kantar World panel Smart Shopper 2015
Study. The Smart Shopper Study is conducted by Kantar World
panel, a marketing industry tracker, across 2,000 urban
homes nationwide, focusing on retail factors such as
accessibility, trust and distance from home.
Awards and Citations
• 2016
• Platinum Most Trusted Brand, Pharmacy/Drugstore
Category. Reader’s Digest 2016 Trusted Brand Survey.
The Reader’s Digest Trusted Brand Survey polls consumers on
brands which they depend on, believe in, and which they
expect to provide premium value and exceptional service. The
Platinum Trusted Brand Award is given to brands that
performed exceptionally, winning their category with a score
that vastly out-polled their nearest competitor. In the 2016
survey, the Pharmacy/Drugstore Category was a new
category.
Awards and Citations
• 2016
• Most Recognizable Filipino Brand, Retail Category. Campaign
Asia-Pacific 2016 Consumer Research. Campaign Asia-Pacific’s
2016 research on consumer brand perception, conducted by
Nielsen, asked respondents what is the best brand that came
to their mind, translated as the one they trust the most or the
one that has the best reputation in the given category.
Awards and Citations
• 2017
• Best-of-the-Best Award - Top 500 Awards. Retail Asia.
The Retail Asia top 500 ranking is an accumulation of
Euromonitor International’s retailing data and analysis
ranking the top retailers from 14 key economies across Asia-
Pacific.
• Silver Award, Top 10 Retailers - Health & Beauty. Retail Asia.
Awards and Citations
• Most Recognizable Local Brand. Campaign Asia-Pacific
March 2017 Survey. The most recognizable brands list is a
subset of Campaign Asia Pacific’s Top 1000 Brands, which
seeks to study consumer behavior in 13 Asia-Pacific countries.
The rankings were based on an online survey done in March
2017 that asked 400 Filipino respondents which brands come
to mind when talking about a specific category.
Awards and Citations
• 2018
• Most Trusted Pharmacy Chain in Asia. Asia’s Most Trusted
Brands Survey (IBC/MRG). Asia’s Most Trusted Brands survey
is a concept of International Brand Consulting Corporation
USA (IBC), conducted by Media Research Group (MRG), which
asked consumers about the brand they trusted most, based
on top-of-mind awareness, last brand used and brand
intended to use in the near future.
Awards and Citations
• Platinum Most Trusted Brand, Pharmacy/Drugstore
Category. Reader’s Digest 2018 Trusted Brand Survey.
The Reader’s Digest Trusted Brand Survey, conducted by
market research company Catalyst Research, asked
consumers to name the brands they trust the most and then
to rate those brands on the attributes of trustworthiness,
quality, value, understanding of consumer needs, innovation
and social responsibility. The Platinum Trusted Brand Awards
are given to brands that performed exceptionally, winning
their category with a score that vastly outpolled their nearest
competitor.
Focusing on loyalty program
There has been a proliferation of more affordable generic
medicines offered by drugstore and pharmacy chains in recent
years. Competition becomes ever more intense with increase
strategic investments by other retail giants Ayala and Robinsons.
Nevertheless, Mercury Drug prides its brand legacy among Filipinos
and its wide product offerings. The company sells almost 60 per
cent of all the medicines in Philippines. The company aims to
maintain excellence in customer services.
Focusing on loyalty programme
Recently, Mercury Drug reminded
their in-store customers that ‘Suki earned
points will be reverted back to zero if the
card is not used after 180 days from date of
last purchase’. One wonders what
customers’ needs are they trying to satisfy,
how this policy will motivate customers and
whether some customer complaints
triggered them to educate customers with
point-of-purchase reminders. It is also
interesting to know what made Mercury
want to remove some value sharing, how
this move can affect their trust and caring
image as expressed in their website, as well
as how competitors may exploit this
Focusing on loyalty programme
When asked for the rationale, Ms.
Cora Lim added that ‘Since Suki Card is
transferable, any member of the family can use
it thereby making the rule of 180 days . . . long
enough period for the suki card holders. This
rule is approved by the FDA.’
Ms. Lim confirmed the goal is not just
loyalty marketing but a defense strategy to
‘prevent switching to competitors’ since newer
competitors have started giving them a serious
challenge, a valid point since sharing value
must include the company gaining something
in the exchange, in this case, a change of
consumer behavior but sustainable only when
competition will not have a superior value
proposition or a superior loyalty program, or
both.
Increasing its digital presence
Mercury Drug is utilizing its mobile app to keep consumers
informed on the latest store locations, product offerings, sales
promotions and member rewards. The company is also leveraging
Facebook on marketing efforts and consumer education. The online
order service, Gamot Padala, also allows orders to be placed
through telephones. As more players penetrate into e-commerce,
Mercury Drug is exploring to expand retail distribution online.
Increasing it’s digital presence
Interview questions:
Interview questions:
1. Why do you think Mercury Drug is still the number 1 Drug Store in
the Philippines?
2. How efficient is your organization from an operational standpoint?
3. How well does your organization utilize its people as an asset to help
it improve, stay competitive, and strategically meet goals?
4. often are your organization’s web strategies updated in order align
with current organization news and capabilities?
5. How effective is your organization at ensuring loyalty of current
customers by extending various incentives for loyalty to your
offerings?

With follow-up questions, if

necessary
interview
Made on two (2) branches.
- Valenzuela City Town Center Branch &
- South Supermarket Branch
Question #1:
• Why do you think Mercury Drug is still the number 1 Drug
Store in the Philippines?

“Dahil kumpleto sa mga gamot.”

- Ms. Riza Saligumba, Branch Manager – South

Supermarket Branch
Question #1:
• Why do you think Mercury Drug is still the number 1 Drug Store in the Philippines?

“Siguro dahil, sa mercury number 1 kasi ah, kumpara mo sa ibang drugstore siguro
sa tingin ko mas maraming yung stocks namin ng gamot dito saka syempre yung sa
customer service namin, halimbawa kunware wala dito yung stock na bibilhin ni customer
ang ginagawa namin di namin agad sasabihin na wala, ang gagawin namin itatawag
namin sila sa ibang branch kung gusto nilang dito bilin hintayin nila, ipapakuha namin or
itatawag namin ipapareserve namin sila sa ibang branch ganon parang yung motto
namin kasi parang kahit wala meron parang walang stock dito di agad namin sasabihin
na "ay wala po mam eh" ganun tas sasabihin gusto niyo po ihanap namin kayo o irefer
namin kayo sa ibang branch namin o pag wala talagang mahanap hingin namin yung
number nila ganon sa tingin ko kaya sila number 1 ganon dahil sa customer service.”

- Pharmacist – VALENZUELA CITY TOWN CENTER

(VTC) Branch
Question #2:
• How efficient is your organization from an operational standpoint?

“Siguro kumpleto kami from the manager, sa supervisor kasama na din

yung mga guard, janitor hanggang kahera. Kumpleto naman yung line up
namin.”

What is your strategy to have a faster transaction?

(Follow up question)

“Kapag maraming tao syempre full force kami. Kumpleto sa empleyado,

so mayroon kaming sistema. Kung sino sa senior, PWD, regular transactions.
Hiwalay ang self service sa retail in that way napapabilis namin ang
transaction with the customers”

- Ms. Riza Saligumba, Branch Manager – South Supermarket

Branch
Question #2:
• How efficient is your organization from an operational
standpoint?

“Halimbawa may sinusunod din kaming speed limit tapos

kaya lang hindi ganon, importante speed kaya lang kailangan
valid yung ano mo. Oo kasi kahit mabilis ka kung may mali
naman useless din dapat talaga ah bago mo i-dispense yung
isang gamot ma-triple check lahat para sigurado tama. Mas
nai-inform si customer na may understanding kayo na tama
yung nabili niya.”

- Branch Manager – VALENZUELA CITY TOWN

CENTER (VTC) Branch
Question #3:
• How well does your organization utilize its people as an asset to help it improve, stay
competitive, and strategically meet goals?

“Syempre tulong-tulong. Hindi yung kung kahera ka, kahera ka lang or nagri-retail
ka. As much as possible dapat alam mo lahat para mabilis yung trabaho para yung
transaction sa customers mabilis. Dapat lahat kami dito alam namin ang ginagawa namin
bago magtrabaho. Dapat flexible ka para in case na absent yung isang empleyado hindi
magiging kawalan kasi may kayang pumalit sa kanya.”

- Ms. Riza Saligumba, Branch Manager – South

Supermarket Branch
Question #3:
• How well does your organization utilize its people as an asset to
help it improve, stay competitive, and strategically meet goals?

“In terms of manpower may schedule parin kami tapos dun sa

mga, ayon computerized narin yung mga ginagamit namin although
may mga branches na gumagamit ng queing pero hindi naman lahat
kasi pwede siyang magamit.

(Ano po yung queing sir?) Parang pipila ka tapos parang pila sa mga
meralco hindi siya ganon naging pwede sa lahat ng branches eh
karaniwan kase pu-pwedeng maraming binibili yung sinusundan mo
tapos sa kabila konti lang yung isang klase lang yung bibilin mo tapos
sa manpower by scheduling din tapos sa mga computerized narin
kami tapos nag-a upgrade narin sumasabay din sa computarization
ka pa rin.”
Question #3:
Tungkol po sa mga website niyo naman po sir kung pano niyo po
sinasabayan yung pagiging advancement ng technology, yung
ways lang po?

“Feeling ko humabol parin kasi mahirap makisabay. Sa mga

website meron rin kaming mga website pinipilit makisabay kasi
ganon kabilis ang mundo ng modernization satin kailangan
makisabay para maging competitive”

- Branch Manager – VALENZUELA CITY TOWN CENTER

(VTC) Branch
Question #4:
• How often are your organization’s web strategies updated in
order align with current organization news and capabilities?

“Palaging up-to-date with the demand of the customers. Tsaka

syempre kung ano yung in ngayon kailangan magco-cope up tayo
don. Kung ano yung bago dapat aware tayo don para mami-meet
natin yung expectations ng customers. Sinasabay din namin yon sa
changes sa technology. So palagi namang updated yon.“

- Ms. Riza Saligumba, Branch Manager – South

Supermarket Branch
Question #4:
• How often are your organization’s web strategies updated in order align
with current organization news and capabilities?

“Ganon parin kumbaga sa tagline namin nakasisigurong gamot ay laging

bago, kailangan hindi lang bago kailangan tama, kamukha ng sinabi ko kanina
bago mo ibigay yung item sa customer kailangan i-triple check tapos meron
kayong understanding ni customer kung wala siya ng prescription, tama yung
binibili niya para pag-alis niya sigurado tama yung nabili niya.”

- Branch Manager – VALENZUELA CITY TOWN

CENTER (VTC) Branch
Question #5:
• How effective is your organization at ensuring loyalty of current
customers by extending various incentives for loyalty to your
offerings?

“Ginagawa namin through loyalty card like suki cards. Nakikipag-

usap din kami sa mga customers, kung anong mayroon kami, ano
yung pwede naming ioffer sa customers. Kung saan sila mas
makakatipid. Yung pangangailangan nila syempre magtatanong ka
din sa kanila. Ano po bang kailangan ninyo? Mayroon po ba kayong
gustong bilhin dito kaysa bilhin niyo pa sa iba? Para mas
comfortable sila na hindi na sila aalis kasi lahat ng kailangan nila
nandito na.

- Ms. Riza Saligumba, Branch Manager – South

Supermarket Branch
Question #5:
• How effective is your organization at ensuring loyalty of
current customers by extending various incentives for
loyalty to your offerings?

”Malasakit, malasakit sa company saka sa customer.”

- Branch Manager – VALENZUELA CITY TOWN

CENTER (VTC) Branch
Follow-up Questions:
• Do you consider your customer's feedback?

”Oo naman since sila ang nakakaexperience ng products

namin. Mayroon din sa email, sa website mayroon din kami
nyan. ”

- Branch Manager – VALENZUELA CITY TOWN

CENTER (VTC) Branch
Follow-up Questions:
• What do you think is the edge of Mercury Drugstore among its competitors?

”Syempre para sa amin kasi yung mga empleyado. Syempre kasi kapag ang
empleyado mo masipag, dedicated, loyal, hardworking kasunod na non is yung
success. Kasi kung mayroon ka ngang ganito, kaso ang mga empleyado mo
naman tamad, hindi naman kikilos ang mga yan, wala din. Syempre nasa tao pa
din, manpower pa din ang susi sa tagumpay. Yung pagtutulungan, malasakit
tsaka syempre yung trainings din para sa kanila.”

- Branch Manager – VALENZUELA CITY TOWN

CENTER (VTC) Branch
Survey
The survey was made online.
On 50 persons aging 18 and above.
Questions:
 1. ARE YOU A REGULAR
CUSTOMER OF MERCURY DRUG?

No, 18,
36%

Yes, 32,
64%
 2. DO YOU HAVE A SUKI CARD?

Yes, 22,
44%
No, 28,
56%
3. WHAT TYPE OF PRODUCT DO YOU
OFTEN BUY AT MERCURY DRUG?
Foods /
Beverages, 11,
22%

Medicine, 22,
44%

Beauty /
Sanitary, 17,
34%
 4. HOW OFTEN DO YOU BUY AT
MERCURY DRUG?
Every day, 3,
6%

Few times a
month, 19,
38%

Few times a
week, 28, 56%
 5. WHY DO YOU PREFER TO GO TO
MERCURY DRUG INSTEAD OF OTHER
Prices are much DRUGSTORES? The drugstore has
cheaper compared wide variety of
to other drugstores products and good
, 3, 6% ambiance with
accomodating
staffs, 7, 14%

Nearest convenient Customers do feel

store in my area., 2, safe and secured ,
4% 5, 10%

Mercury uphold
their slogan
"nakasisigurong
More accessible gamot ay laging
with trusted bago" thus, the
credibility, 9, 18% medicines are of
high quality,, 24,
48%
Question 5 answer highlights:
“Mercury uphold their slogan "nakasisigurong gamot ay laging
bago" thus, the medicines are of high quality.”
28 years old – Male

“Kasi matagal ng na established e, nakuha na nya yung

credibility ng mga tao, kaya pag sinabi mong gamot, Mercury."
20 years old – Female

“Maganda ang kalidad ng gamot, wala pa kong reklamo simula

ng makabili ako dyan, dyan talaga ako nagtitiwala.”
45 years old – Female
Question 5 answer highlights:
"Mababait kasi yung mga tao, very accomodating at kumpleto
rin ang gamot, pati pagkain marami din.”
22 years old – Female

“Hindi Lang basta gamot ang mabibili may ibat iba silang
variant ng products to offer.”
25 years old – Female

“Mercury is already tested for giving high quality products

specially with their medicines compare to other drugstores.”
32 years old – Female
Proposed Mission statement
To serve our customers, to provide what products they
want, when they want it, where they want it, how they
want it with high quality standard through innovations.
To continuously be the leading drugstore in the
Philippines and keeping our employees part of the
company as well as providing social responsibility in the
community
Components
present: • Philosophy
• Customers • Self-concept
• Products / services • Concern for public
• Market image
• Technology • Concern for
Presenters:
• BUENO, ALFONSO MIGUEL
• FELIPE, MARINEL
• FULLON, AZMYLA
• LIDRON, RICHEL
• MARBELLA, ANA JOYS
• SUBITO, MARICRIS