Etude de cas en master 1

1. Oxycontin®Mundipharma

3. Company marketing the product Mundipharma Industrialcompanycreated in 2000 Belongs to the private group Purdue / Napp / Mundipharma Developsinnovatedgalenic

4. Product description Opioidanalgesic Superior to morphine Therapeutic indication Pain of cancer Frommoderated to intense pain It canbebought in communitypharmacy Price From$5 to $10 for a 10-mg tablet in USA

5. Product description SWOT Strengths Superior to morphine Very efficient painkiller Weaknesses A lot of sideeffects : respiratory, intestinal... It leads to addiction Opportunities Increaseitsmarketshares Threats A lot off unauthorizedoxycontin in northAmericabecause of an increase of the request

6. Advertising description Colours Blue and black which are standard colors Visual impact Rush Limaugh General impression convoyed R. Limaughgivesa positive image, heseems to be happy and veryhealthy Positive point Rush Limaughis an american radio host , he is heard by 13 millions people every week in USA Negative point R. Limaughtakesillicitdrugs, heisaddict to painkillers

7. conclusion The style has to bechanged for an othermarketsuch as France or European Union In France wecan not imagine Jean Jacques Bourdin in an advertizing for Opioidanalgesicmedication