This document discusses strategies for launching new pharmaceutical brands. It outlines that successful product launching depends on coordination across functions. The purpose is to build sales. A launching strategy consists of marketing decisions, activities, and product attributes to present the product to its target market. The objectives are to generate income. Key aspects of launching strategy include being first to market, a first follower, or delayed entrant. Marketing decisions include market entry strategy, product positioning, and marketing mix. Strategic decisions involve company strategy, product strategy, market strategy, and competitive strategy. Tactical decisions involve the marketing mix of product, price, promotion, and distribution. Success depends on customer performance, financial performance, and technical performance. The document provides details on various strategic

1. New Launching Strategy
of Pharmaceutical Brand
Presented By
Masum Chowdhury
Manager, SBMD
Asiatic Laboratories Ltd.

2. Objective of this session
• At the end of this session, you will be able to
understand the strategic and tactical part of
launching system.

3. Successful product launching depends on co-
ordination and cross-functional
preparation.

4. The purpose of a Product Launching
is to build Sales Drive

5. • A launching strategy consists of those
Marketing decisions, Activities and
Product attributes.

6. Marketing decisions, activities and
Product Attributes are necessary to
present a product to its target market.

7. • The Marketing objectives of Product
Launching is begin, to generate income
from sales of the new product.

8. Launching Strategy
First to Market:
First to market with New Products
First Follower:
A first follower, learns quickly from those
companies who enter first
Delayed Entrant:
A delayed entrant which likes to enter
established market

9. Hultink and Hart hold a view that –
A launching strategy describes those
marketing decisions that are necessary to
position a new product to its target market.

10. Marketing decisions are usually under
the collective terms of –
Market Entry
Launching Strategy
Product Launching (Day Planner)
Commercialization and Introduction

11. The strategic core of the launching is to identify
–
1. Customer
2. Product positioning
3. Marketing mix
to carry the message.

12. According to Hultink, the conceptualization
of a complete launching strategy consist of -
1. Strategic Decisions
2. Tactical Decisions

13. Strategic Launching Decisions
• Company Strategy
• Product Strategy
• Market Strategy
• Competitive Strategy

14. Marketing Mix Launching Decisions
• Product
• Price
• Promotion
• Distribution

15. New Product Success
Customer Performance
Financial Performance
Technical Performance

16. • Strategic Launching Decisions are
dependent upon –
a) New Product’s Marketing Objectives
b) Target Markets
c) Competitive Environment
d) Production Size of Entry Scale

17. Strategic Launching Decisions
• What to Launch
• Where to Launch
• When to Launch
• Why to Launch

18. If a company sets a higher success rate as its
objective, the company should seek high synergy
projects based on current technological and
production skills and resources.
Company Strategies:
By investing in organizational programs to enhance
the market orientation, management can influence
the efficiency and effectiveness of the launching
activities.

19. Different therapeutic areas represent different
types of opportunities for a Pharmaceutical
Company.
Company Strategies:
1. Some areas are important current profit sources
2. Some of them are attractive (Strong, Sustainable
different advantages there)
3. Some looks set to provide long-run growth
4. Relative weakness of the Competition
A company needs to balance these different
advantages

20. Product Related Decisions
• Product Superiority is the Number One
factor for New Product Success.

21. What is Product Superiority ?
Product Superiority means –
1. Unique Benefits for the Customers
2. Product Quality
3. Reduced Customer Cost
4. Product Innovativeness
5. Product Superiority in the eyes of the
Customer
6. Solution to a Customer’s Problem

22. • In Pharmaceutical Industry, a new drug’s
clinical profile clearly influences the
commercial success.
Product Related Decisions
• Clinical Profile means – Efficacy, negligible
side effects and a convenient dosing
mechanism, the new drug enjoys a good
position in the competition.

23. • The contribution of the clinical profile varies
significantly with different market conditions
and the company’s sales and marketing
capabilities.
Product Related Decisions
• Efficacy, Safety, Side Effects
Dosage/Administration and Cost comprises
Drug’s Clinical Profile.
• A new drug can be differentiated by any or all
of these criteria.

24. Market Decisions
First Entry Strategy
Parallel or Late Entry Strategy

25. • Early entry combined with marketing
investment and stronger competitive
position lead to better New Product
Performance.
Market Decisions

26. • Being first to market can be the key
commercial success and for a market
leader to keep its competitive position.
Market Decisions

27. Market Decisions
On the other hand, the first marketer may
not have the same advantage because of
lacking sufficient clinical data or
marketing investment to raise diseases
and or product awareness with chemist,
physicians or even the patients.

28. First Time Product Launching
Success of First time product launching
depends on –
Sufficient Clinical Data
Marketing investment to raise disease
Product awareness with physicians, patients
or even chemists.

29. The later entrants benefited from the
awareness generated by the earlier
product and physicians confidence in
overall class benefits
Later Entrant Products

30. Like other industrial markets, customers
in the pharmaceutical industry are not
homogeneous.
Customer Group

31. Customer Group
Specific customer groups need to be
targeted for better information about their
need and understanding their behavior which
will enable the company to be in a better
position for competition.

32. Finally, Product decisions are made by
well understanding of the target market
need.

33. Market need depends on the clinical profile
to position the product in the market.

34. Launching =
Market Decision + Company Strategy +
Product Promotion Strategy + Right time
to enter the right place

35. A Product Launching is a process that has
a lifecycle

36. Thanks

37. Part - 2
Pre-launch, Launch and Post Launch
KPI