The document outlines developing a comprehensive product strategy that meets key objectives of the brand through product positioning, market segmentation, and developing a pricing model. It discusses segmenting the market based on physicians and patients as their responses to drugs can differ based on factors like side effects, cost, and dosage. Segmenting allows for an optimal product/market match, cost-effective promotion strategy, and media allocation. The analysis involves segmenting based on differentiable, measurable, accessible, actionable, and defendable criteria to inform the product strategy.

1. Developing Product Strategy
Comprehensive marketing strategy to
meet key objectives of the brand including
Product positioning
Market Segmentation
Patient
Physicians
Develops pricing Model
Roll out plan- operational and more
tactical approach

2. Marketing Mix in Pharma

3. Concept of Market Segmentation,
Targeting and Positioning
• Reasons for segmentation:
• All doctors and patients are not identicle
• Their response to same drug could be
different based on perceived side effects, cost,
dosage regimen, off lable indications

4. Benefits of segmentation
• Optimal product/ market match
• Optimal, cost effective promotional strategy
• Media allocation

5. Segment criteria
• Differentiable
• Measurable
• Accessible
• Actionable
• Defendable

6. Segmentation Analysis

7. Product Attribute Analysis