Brand plan for 2010 glycomet (us vitamin) - mitesh shahMitesh Shah
The document provides a brand plan for Glycomet, a diabetes medication, for the year 2010. It was prepared by Mitesh Shah and submitted to Mr. Pratim Vora. The plan outlines sales objectives to increase annual unit sales and revenue. It discusses strategies and tactics to achieve these objectives, including effective promotional activities, product design, pricing, and a situational analysis. It also includes a SWOT analysis and details on hiring and training sales personnel to support the outlined goals.
The document outlines a marketing campaign for the pain reliever Voltaren in Egypt which includes radio advertisements, outdoor advertisements, branding in pharmacies, press releases in medical magazines, mailings to doctors, and giveaways to distributors and pharmacists, all with the goal of expanding awareness of Voltaren's updated packaging and reinforcing its position as the number one pain reliever in Egypt.
- The document provides sales forecasts for Esoz 20, an esomeprazole magnesium tablet, for the first year in quarterly projections. It estimates sales of Rs. 2.5 crore for the year with sales increasing each month and quarter as penetration increases.
- A promotional budget of Rs. 30 lakh is allocated equally across the 4 quarters to market the brand to gastroenterologists, general physicians, surgeons and gynaecologists in metro and class 1/2 cities.
- Key activities include product sampling, branding materials, and print advertisements. Pricing is set at Rs. 15.93 per tablet with a company margin of 60% after trade discounts.
The document discusses launching a new Itraconazole brand called Brintra. It analyzes the large and growing anti-fungal market in India, noting Itraconazole is the top prescribed drug. It examines competitors and finds the top brands have low prices and broad prescriber reach. The SWOT analysis notes strengths in market size and demand, but weaknesses in an overcrowded market. It suggests positioning Brintra through a new formulation technology and price advantage to effectively compete.
The document discusses marketing strategies for branded and generic antibiotics, focusing on Clamoxyl, an amoxicillin antibiotic. It summarizes that Clamoxyl was initially very successful due to heavy promotion, but faced increased competition from generic amoxicillin and combination antibiotics like Augmentin over time. Government regulation in France aimed to reduce drug costs by encouraging generic substitution, which contributed to Clamoxyl's declining market share in the late 1990s. The document provides historical context on antibiotic development and details marketing approaches across the pharmaceutical industry in France.
The marketing plan proposes promoting Neoslim, a new subcutaneously administered combination anti-obesity drug, to establish it as the leading anti-obesity drug brand. The objectives are to minimize patient dropout rates, increase US market penetration and later expand to Europe. The plan details promotional tactics targeting physicians, consumers, and payers to communicate Neoslim's positioning as superior to other anti-obesity drugs. Key assumptions include Neoslim gaining greater acceptance over competitors through lower dropout rates and higher market penetration, potentially capturing the statin and Meridia markets in the US.
this is just powerpoint of the report on a pharma company this was to present in the class and for the ease to understand the research of principle of marketing in institute of business management IoBM
Nimalox is a non steroidal anti inflammatory drug with
analgesic and antipyretic properties and cox-2
selective inhibition
it's a study to re-branding Nimalox
MBA Cairo University
Brand plan for 2010 glycomet (us vitamin) - mitesh shahMitesh Shah
The document provides a brand plan for Glycomet, a diabetes medication, for the year 2010. It was prepared by Mitesh Shah and submitted to Mr. Pratim Vora. The plan outlines sales objectives to increase annual unit sales and revenue. It discusses strategies and tactics to achieve these objectives, including effective promotional activities, product design, pricing, and a situational analysis. It also includes a SWOT analysis and details on hiring and training sales personnel to support the outlined goals.
The document outlines a marketing campaign for the pain reliever Voltaren in Egypt which includes radio advertisements, outdoor advertisements, branding in pharmacies, press releases in medical magazines, mailings to doctors, and giveaways to distributors and pharmacists, all with the goal of expanding awareness of Voltaren's updated packaging and reinforcing its position as the number one pain reliever in Egypt.
- The document provides sales forecasts for Esoz 20, an esomeprazole magnesium tablet, for the first year in quarterly projections. It estimates sales of Rs. 2.5 crore for the year with sales increasing each month and quarter as penetration increases.
- A promotional budget of Rs. 30 lakh is allocated equally across the 4 quarters to market the brand to gastroenterologists, general physicians, surgeons and gynaecologists in metro and class 1/2 cities.
- Key activities include product sampling, branding materials, and print advertisements. Pricing is set at Rs. 15.93 per tablet with a company margin of 60% after trade discounts.
The document discusses launching a new Itraconazole brand called Brintra. It analyzes the large and growing anti-fungal market in India, noting Itraconazole is the top prescribed drug. It examines competitors and finds the top brands have low prices and broad prescriber reach. The SWOT analysis notes strengths in market size and demand, but weaknesses in an overcrowded market. It suggests positioning Brintra through a new formulation technology and price advantage to effectively compete.
The document discusses marketing strategies for branded and generic antibiotics, focusing on Clamoxyl, an amoxicillin antibiotic. It summarizes that Clamoxyl was initially very successful due to heavy promotion, but faced increased competition from generic amoxicillin and combination antibiotics like Augmentin over time. Government regulation in France aimed to reduce drug costs by encouraging generic substitution, which contributed to Clamoxyl's declining market share in the late 1990s. The document provides historical context on antibiotic development and details marketing approaches across the pharmaceutical industry in France.
The marketing plan proposes promoting Neoslim, a new subcutaneously administered combination anti-obesity drug, to establish it as the leading anti-obesity drug brand. The objectives are to minimize patient dropout rates, increase US market penetration and later expand to Europe. The plan details promotional tactics targeting physicians, consumers, and payers to communicate Neoslim's positioning as superior to other anti-obesity drugs. Key assumptions include Neoslim gaining greater acceptance over competitors through lower dropout rates and higher market penetration, potentially capturing the statin and Meridia markets in the US.
this is just powerpoint of the report on a pharma company this was to present in the class and for the ease to understand the research of principle of marketing in institute of business management IoBM
Nimalox is a non steroidal anti inflammatory drug with
analgesic and antipyretic properties and cox-2
selective inhibition
it's a study to re-branding Nimalox
MBA Cairo University
The brand plan document provides an analysis of an unnamed brand's performance over multiple years. It includes sections on the brand's history, current monthly trends, seasonality, sales analysis, market analysis, regional analysis, corporate scenario, SWOT analysis, and strategy for 2011-2012. Specifically, the document shows that the brand has experienced over 50% growth, commands over 45% of the market share, and has the number one market position. It also provides details on the brand's monthly sales trends, top specialties, regions, and competitors. The document aims to inform the brand's strategic objectives and plans to address issues, communication challenges, and regional strategies and budgets for the upcoming year.
Pharmaceutical marketing plan case studyMohamed Magdy
Pharmaceutical Marketing Plan Case Study
I can challenge you will never see such fully fledged Pharmaceutical Marketing Plan Case Study in the internet for FREE as I did in this case study!
Click here to ENJOY it: http://www.guerrillamarketer.com/pharmaceutical-marketing-plan-case-study/
Me rck’s new product development & launch strategy for First Economy
Merck was developing a new strategy to market its diabetes drug Januvia. The strategy involved using fewer sales representatives and increasing digital and online advertising. Merck found its sales force was more productive using these new methods, such as video detailing in doctors' offices. Merck also emphasized better targeting of physicians and increasing disease education for patients through tools like diabetes maps. The product manager for Januvia faced a dilemma in deciding whether to position the drug earlier or later in the progression of diabetes. Januvia saw strong initial launch with 14% of new Type 2 diabetes prescriptions. Merck competed against other diabetes drugs and was considering expanding into alternative treatment areas like insulin delivery devices, which showed a growing global market.
- The document provides information on a marketing plan for the launch of the drug Esoz 20, which contains 20 mg of esomeprazole.
- Key details include the target market of Rs. 102.23 crores growing at 23.14% annually, a sales forecast projecting sales of Rs. 2.5 crores in the first year, and a promotional budget of Rs. 30 lakhs.
- The marketing strategies outlined include focusing on gastroenterologists, physicians, surgeons and gynecologists in metro and class 1/2 cities, with a sales force of 400 MRs planned to make 96,000 calls per month.
Pluto® is a new drug that targets CML patients resistant or intolerant to existing treatments. It is 100 LE less than competitors, acts faster, and binds more effectively to the disease target. The business plan aims to introduce Pluto®, gain an 80% market share within 5 years, and achieve a 7.9% return on investment. A differentiated marketing strategy will promote Pluto® to top hematologists and oncologists. Sales, market share, and patient satisfaction will be tracked to evaluate the strategy's success in providing an effective new treatment option.
The best brand plan any Post Graduate could prepared is here. This covers with all the aspects from competitor analysis to positioning statement to promatograms. This best brand plan can lead to your success in your career.
The document provides an analysis of the Pakistan pharmaceutical market. Some key points:
- The total Pakistan pharma market is US$2.177 billion and is growing at a CAGR of 10.22% in US dollars.
- The top 11 corporations have reached Rs. 5 billion in sales and account for 49.22% of the market share.
- Top 50 corporations control 86% of the market and top 100 corporations control 95.95% of the market.
- 398 new products were launched in the last 12 months, with 20 from multinational corporations and 378 from national companies.
This document provides an overview and marketing plan for the launch of the new PPI drug Esomeprazole. The summary is:
1) Esomeprazole is aiming to target the large and growing PPI drug market by positioning itself as the most advanced PPI with higher bioavailability and safety.
2) The marketing plan includes pre-launch market research, targeting physicians and pharmacists with differentiated positioning messages emphasizing Esomeprazole as the "first choice" PPI.
3) Tactics will include sequential physician visits, message-related promotions, and a focus on tenders, competitions management, and direct-to-customer and consumer campaigns. The goal is to achieve the
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
DISPERCAM, Marketing Plan for 2011
Markeiting & IMC plan for pharmaceutical product. using modern and emotional communication concept can be used for direct marketing by medical reps.
now more about me @
http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume
The document discusses various pharmaceutical products available in the Sri Lankan market, including anti-diabetic, anti-hypertensive, pain management, and dry eye products. It provides details on the main drugs in each category, their manufacturers, packaging, and mode of action. The document also identifies the key doctors to target for each therapeutic area and highlights advantages and potential side effects of the drugs.
Ten Step Marketing Plan for RiteMed Metformin HClreachjoemar
The document outlines a 10 step marketing plan for RiteMed Metformin HCl. It begins by identifying the target market as type 2 diabetes patients and outlining their demographics, lifestyle factors, health seeking behavior, and medication consumption behavior. It then discusses the needs, wants and expectations of the target market based on Maslow's hierarchy of needs and Erikson's developmental stages, noting key wants are quality, efficacy, low cost and limited side effects.
The document discusses marketing management in the pharmaceutical industry. It provides insights into the roles and responsibilities of marketers and brand managers in the industry. It discusses key aspects of marketing management including market research, forecasting, business modeling, communication strategies, training sales teams, monitoring results, and working with third party agencies. It also provides data on the Pakistani pharmaceutical market size and growth of top companies. Global prevalence data and projections for hypertension are presented to illustrate how marketers select markets to serve.
This document outlines a 10 step marketing plan for Aforvir, an affordable antihistamine medication for children. The target market is physicians who treat allergies in children aged 6 months to 5 years. Aforvir will position itself as effective, affordable, and pleasant tasting compared to competitors. Key elements of the marketing plan include an emotional promotional campaign centered on reuniting children with pets, competitive pricing, and regular physician representative visits to promote Aforvir. The overall antihistamine market is valued at $116 million growing at 16% annually, and the goal is for Aforvir to gain a larger share through this marketing strategy.
Pharmaceutical Branding: Therapeutic Franchise / Range Brand ModelDavid Delong
The traditional pharmaceutical branding model is flawed strategically, tactically and financially. In this presentation we review the different branding models available to pharma with a focus on the disadvantages of the current pharma Brand as Product model
This document discusses strategies for launching new products. It covers several key points:
1. Successful product launching depends on coordination across functions and preparation.
2. Strategic decisions for launching include identifying customers, product positioning, and developing an appropriate marketing mix.
3. Tactical decisions involve the "4 Ps" of marketing - product, price, place (distribution), and promotion.
4. The document provides an overview of different product life cycle stages and strategies for each stage.
This one-day certificate training workshop on pharmaceutical marketing strategy will be held on February 12 in Karachi and February 26 in Lahore. The workshop aims to provide participants grounding in strategic analysis tools for pharmaceutical marketing. Attendees will learn about pharmaceutical marketing strategy, applying the 4 P's, analyzing strengths/weaknesses/opportunities/threats, and developing a long-term marketing plan through scenarios. Successful coordination of marketing requires aligning all activities to patient and physician needs. The workshop will use interactive exercises and cases to help participants contextualize the environment and formulate a coherent marketing strategy.
Generic zantac is an oral medicines used to treat stomach ulcer.Get more information on generic zantac here http://www.myhealthpharma.com/generic-zantac.aspx
This presentation discusses Panadol's marketing strategy in Pakistan. It provides details on Panadol's:
1) Large market size and leading market share position.
2) Targeting of customers experiencing pain and fever.
3) Positioning as gentle on the stomach and promises of no alcohol, sugar, or aspirin.
4) Marketing mix strategies including product line extensions, competitive pricing, wide distribution, and promotional campaigns.
The brand plan document provides an analysis of an unnamed brand's performance over multiple years. It includes sections on the brand's history, current monthly trends, seasonality, sales analysis, market analysis, regional analysis, corporate scenario, SWOT analysis, and strategy for 2011-2012. Specifically, the document shows that the brand has experienced over 50% growth, commands over 45% of the market share, and has the number one market position. It also provides details on the brand's monthly sales trends, top specialties, regions, and competitors. The document aims to inform the brand's strategic objectives and plans to address issues, communication challenges, and regional strategies and budgets for the upcoming year.
Pharmaceutical marketing plan case studyMohamed Magdy
Pharmaceutical Marketing Plan Case Study
I can challenge you will never see such fully fledged Pharmaceutical Marketing Plan Case Study in the internet for FREE as I did in this case study!
Click here to ENJOY it: http://www.guerrillamarketer.com/pharmaceutical-marketing-plan-case-study/
Me rck’s new product development & launch strategy for First Economy
Merck was developing a new strategy to market its diabetes drug Januvia. The strategy involved using fewer sales representatives and increasing digital and online advertising. Merck found its sales force was more productive using these new methods, such as video detailing in doctors' offices. Merck also emphasized better targeting of physicians and increasing disease education for patients through tools like diabetes maps. The product manager for Januvia faced a dilemma in deciding whether to position the drug earlier or later in the progression of diabetes. Januvia saw strong initial launch with 14% of new Type 2 diabetes prescriptions. Merck competed against other diabetes drugs and was considering expanding into alternative treatment areas like insulin delivery devices, which showed a growing global market.
- The document provides information on a marketing plan for the launch of the drug Esoz 20, which contains 20 mg of esomeprazole.
- Key details include the target market of Rs. 102.23 crores growing at 23.14% annually, a sales forecast projecting sales of Rs. 2.5 crores in the first year, and a promotional budget of Rs. 30 lakhs.
- The marketing strategies outlined include focusing on gastroenterologists, physicians, surgeons and gynecologists in metro and class 1/2 cities, with a sales force of 400 MRs planned to make 96,000 calls per month.
Pluto® is a new drug that targets CML patients resistant or intolerant to existing treatments. It is 100 LE less than competitors, acts faster, and binds more effectively to the disease target. The business plan aims to introduce Pluto®, gain an 80% market share within 5 years, and achieve a 7.9% return on investment. A differentiated marketing strategy will promote Pluto® to top hematologists and oncologists. Sales, market share, and patient satisfaction will be tracked to evaluate the strategy's success in providing an effective new treatment option.
The best brand plan any Post Graduate could prepared is here. This covers with all the aspects from competitor analysis to positioning statement to promatograms. This best brand plan can lead to your success in your career.
The document provides an analysis of the Pakistan pharmaceutical market. Some key points:
- The total Pakistan pharma market is US$2.177 billion and is growing at a CAGR of 10.22% in US dollars.
- The top 11 corporations have reached Rs. 5 billion in sales and account for 49.22% of the market share.
- Top 50 corporations control 86% of the market and top 100 corporations control 95.95% of the market.
- 398 new products were launched in the last 12 months, with 20 from multinational corporations and 378 from national companies.
This document provides an overview and marketing plan for the launch of the new PPI drug Esomeprazole. The summary is:
1) Esomeprazole is aiming to target the large and growing PPI drug market by positioning itself as the most advanced PPI with higher bioavailability and safety.
2) The marketing plan includes pre-launch market research, targeting physicians and pharmacists with differentiated positioning messages emphasizing Esomeprazole as the "first choice" PPI.
3) Tactics will include sequential physician visits, message-related promotions, and a focus on tenders, competitions management, and direct-to-customer and consumer campaigns. The goal is to achieve the
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
DISPERCAM, Marketing Plan for 2011
Markeiting & IMC plan for pharmaceutical product. using modern and emotional communication concept can be used for direct marketing by medical reps.
now more about me @
http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume
The document discusses various pharmaceutical products available in the Sri Lankan market, including anti-diabetic, anti-hypertensive, pain management, and dry eye products. It provides details on the main drugs in each category, their manufacturers, packaging, and mode of action. The document also identifies the key doctors to target for each therapeutic area and highlights advantages and potential side effects of the drugs.
Ten Step Marketing Plan for RiteMed Metformin HClreachjoemar
The document outlines a 10 step marketing plan for RiteMed Metformin HCl. It begins by identifying the target market as type 2 diabetes patients and outlining their demographics, lifestyle factors, health seeking behavior, and medication consumption behavior. It then discusses the needs, wants and expectations of the target market based on Maslow's hierarchy of needs and Erikson's developmental stages, noting key wants are quality, efficacy, low cost and limited side effects.
The document discusses marketing management in the pharmaceutical industry. It provides insights into the roles and responsibilities of marketers and brand managers in the industry. It discusses key aspects of marketing management including market research, forecasting, business modeling, communication strategies, training sales teams, monitoring results, and working with third party agencies. It also provides data on the Pakistani pharmaceutical market size and growth of top companies. Global prevalence data and projections for hypertension are presented to illustrate how marketers select markets to serve.
This document outlines a 10 step marketing plan for Aforvir, an affordable antihistamine medication for children. The target market is physicians who treat allergies in children aged 6 months to 5 years. Aforvir will position itself as effective, affordable, and pleasant tasting compared to competitors. Key elements of the marketing plan include an emotional promotional campaign centered on reuniting children with pets, competitive pricing, and regular physician representative visits to promote Aforvir. The overall antihistamine market is valued at $116 million growing at 16% annually, and the goal is for Aforvir to gain a larger share through this marketing strategy.
Pharmaceutical Branding: Therapeutic Franchise / Range Brand ModelDavid Delong
The traditional pharmaceutical branding model is flawed strategically, tactically and financially. In this presentation we review the different branding models available to pharma with a focus on the disadvantages of the current pharma Brand as Product model
This document discusses strategies for launching new products. It covers several key points:
1. Successful product launching depends on coordination across functions and preparation.
2. Strategic decisions for launching include identifying customers, product positioning, and developing an appropriate marketing mix.
3. Tactical decisions involve the "4 Ps" of marketing - product, price, place (distribution), and promotion.
4. The document provides an overview of different product life cycle stages and strategies for each stage.
This one-day certificate training workshop on pharmaceutical marketing strategy will be held on February 12 in Karachi and February 26 in Lahore. The workshop aims to provide participants grounding in strategic analysis tools for pharmaceutical marketing. Attendees will learn about pharmaceutical marketing strategy, applying the 4 P's, analyzing strengths/weaknesses/opportunities/threats, and developing a long-term marketing plan through scenarios. Successful coordination of marketing requires aligning all activities to patient and physician needs. The workshop will use interactive exercises and cases to help participants contextualize the environment and formulate a coherent marketing strategy.
Generic zantac is an oral medicines used to treat stomach ulcer.Get more information on generic zantac here http://www.myhealthpharma.com/generic-zantac.aspx
This presentation discusses Panadol's marketing strategy in Pakistan. It provides details on Panadol's:
1) Large market size and leading market share position.
2) Targeting of customers experiencing pain and fever.
3) Positioning as gentle on the stomach and promises of no alcohol, sugar, or aspirin.
4) Marketing mix strategies including product line extensions, competitive pricing, wide distribution, and promotional campaigns.
This document discusses a marketing plan for Enbrel, a drug produced by Wyeth to treat psoriasis. It provides an overview of Wyeth, describes Enbrel and the psoriasis market in Egypt. It analyzes Enbrel's market share and position, performs a SWOT analysis, and discusses segmentation of the psoriasis market in Egypt. The plan suggests an awareness campaign to educate physicians, insurers and others on benefits of Enbrel to improve patients' quality of life and allow them to meet needs beyond just basic physiological requirements.
Este documento describe diferentes tipos de antiácidos, incluyendo inhibidores de la secreción gástrica como la ranitidina, neutralizadores del ácido como el Maalox, e protectores gástricos como la carbenoxylona. Explica sus mecanismos de acción, usos clínicos, contraindicaciones y efectos adversos. Los antiácidos tratan afecciones como la úlcera péptica, el reflujo gastroesofágico y la hiperacidez gástrica al inhibir la bomba de protones, neutralizar
This document outlines a marketing plan for Rostin, a new rosuvastatin tablet being launched by South Asian Pharmaceuticals Limited. The objectives are to make Rostin a top-selling brand and highest prescribed product. The executive summary discusses the prevalence of cardiovascular disease and the benefits of statin drugs. It introduces Rostin as a new generation statin with an excellent safety profile. The situation analysis covers the target markets of hyperlipidemia, hypercholesterolemia, and coronary heart disease patients. It analyzes the market demographics, needs, trends, size and growth. The SWOT analysis identifies strengths such as positive brand growth, weaknesses like the need for more promotion, and threats from competing stat
Advertising & Marketing campaign for paracetamolAdea
The document discusses marketing strategies for the pain reliever Dolo 650. It proposes positioning Dolo 650 as the number one prescribed and trusted paracetamol in India. The marketing strategies aim to develop Dolo 650 into a household name through various advertising approaches and brand extensions to target different customer groups like gym-goers, pregnant women, seniors, and children.
The document summarizes information about The Glimmers Ltd., a company that produces juices according to Islamic principles. It outlines the company's objectives to increase market share and product lines. It also discusses the juice market demographics in Lahore and key competitors. A SWOT analysis identifies strengths like updated technology and weaknesses like a small distribution network. The marketing strategy discusses product details, pricing, promotion strategies, and distribution. Budgets are set for promotional activities and controls are outlined.
Prelaunch activity of Metformin+Glimepiride combinationAmitsinh Vihol
The document discusses a market survey conducted by Amitsinh Vihol for Medpaar Pharmaceuticals on doctor preference for the combination drug Glimepiride + Metformin. The survey involved 120 doctors in North Gujarat and collected both primary data through interviews and secondary data from literature. Key findings included:
1) Most doctors prescribe Glimepiride + Metformin for diabetes due to its maximum therapeutic effect and rapid action.
2) The most commonly prescribed brands were Zoryl, Glycomet Gp, Gemer, and Gluconorm G.
3) The preferred strength was Glimepiride 1mg + Metformin 500mg.
4) Factors influencing brand
Amoxil vs. Augmentin compares the antibiotics amoxicillin and amoxicillin/clavulanate. Amoxil contains only amoxicillin, which stops bacterial cell wall synthesis. Augmentin combines amoxicillin with clavulanate, which stops bacterial beta-lactamase. Augmentin is more expensive and has more side effects than Amoxil. Both antibiotics are well absorbed, partially metabolized in the liver, and mainly excreted in urine.
This document discusses the pharmacotherapy of peptic ulcers. It begins by classifying the main drugs used: 1) those that inhibit gastric acid secretion like H2 blockers and proton pump inhibitors, 2) antacids that neutralize acid, 3) ulcer protectives like sucralfate, and 4) anti-H. pylori drugs for eradication. It then goes into detail about the mechanisms, uses, and side effects of the major drug classes. H2 blockers competitively block H2 receptors to suppress acid secretion. Proton pump inhibitors irreversibly inactivate the H+/K+ ATPase pump for prolonged acid inhibition. Antacids chemically neutralize acid. Sucralfate
Tamer Shokry is a senior medical representative with an MBA from ESCP Europe. His responsibilities include:
1. Managing promotional materials and free medical samples for various brands including Bronchicum, Selsun Blue, and Lactacyd.
2. Conducting marketing research on cough brands to better understand the market and develop insights and propositions.
3. Managing the Ask Sanofi project which develops training materials for pharmacists on various therapeutic areas and brands.
4. Preparing for the expansion of the Ask Sanofi project in 2016 to cover more pharmacies and medical representatives.
5. Developing marketing plans for new product launches and preparing forecasts and budgets for
Sapid Sweets is introducing a new healthy energy bar to target young health-conscious professionals. A SWOT analysis found strengths in existing customers and opportunities in market growth. The target market is ages 18-30, especially office workers. Goals are to appeal to health interests with organic ingredients like omega-3 fatty acids. Market testing found preferred prices of $2.40-$3.00 for 100g bars. Promotion will include billboards and radio ads targeting an active lifestyle. Sales will be monitored through retailer feedback and marketing research.
RiteMed's target market is low-income Filipinos with Type 2 diabetes. Their marketing plan positions RiteMed Metformin as an affordable yet effective generic medication. It sells Metformin 20-80% cheaper than branded competitors. The marketing strategy involves advertising, public relations, direct sales to pharmacies nationwide. The goal is to provide quality diabetes treatment at low prices to gain market share in the estimated PHP 2.4 billion Metformin market.
H2 RECEPTOR ANTAGONISTS
The H2 receptor antagonists (H2RA) are a class of drugs used to block the action of histamine on parietal cells (specifically the histamine H2 receptors) in the stomach, decreasing the production of acid by these cells.
PROTON - PUMP INHIBITORS
Proton-pump inhibitors (PPIs): are a group of drugs whose main action is a pronounced and long-lasting reduction of gastric acid production.
They are the most potent inhibitors of acid secretion available.
These drugs are among the most widely sold drugs in the world, and are generally considered effective.
The vast majority of these drugs are benzimidazole derivatives, but promising new research indicates the imidazopyridine derivatives may be a more effective means of treatment.
The document discusses dyslipidemia and cardiovascular disease. It notes that cardiovascular disease is a leading cause of death worldwide and that dyslipidemia, specifically elevated LDL cholesterol, is a major modifiable risk factor. Statins are very effective at lowering LDL cholesterol levels and reducing cardiovascular events, with rosuvastatin being one of the statin drugs discussed as a new treatment option for dyslipidemia.
Business plan of diclofenac & amoxiclavPallavi Rane
Company X plans to market Diclofenac Potassium and Amoxiclav drugs in Maharashtra and Gujarat. They will have a head office in Mumbai and employ 80 medical representatives to market the drugs. Diclofenac is used for pain and inflammation while Amoxiclav is an antibiotic. The company expects to generate Rs. 72 crore in profits in the first year from drug sales, despite expenses of Rs. 66.54 crore which include salaries, marketing costs, and incentives for medical representatives and doctors.
The document outlines an activation proposal for a new Panadol Muscle & Joint Patch product launch. The objectives are to introduce the new patch variant, educate consumers on its usage and benefits, and induce trial. The proposal suggests making patch usage trendy and acceptable for urban lifestyles. It then recommends activating the product through a "Hidup Bebas Nyeri" campaign using various tools like a viral editorial, office and sports venue activations, and an interactive microsite to generate awareness and trial of the new patch.
The document discusses fever and its treatment with antipyretics. It compares paracetamol (Dolonerv) to other NSAIDs like ibuprofen and nimesulide. Paracetamol is considered the first-line treatment for fever due to its excellent safety profile. It has few drug interactions and side effects are rare at recommended doses. Overdose can cause hepatotoxicity but an antidote is available within 10 hours. Other NSAIDs have greater risks of side effects like gastrointestinal bleeding and kidney damage.
This document outlines Sanofi's strategic roadmap for 2015-2020. It discusses Sanofi's vision of being a focused global healthcare company in pharmaceuticals, vaccines, and consumer healthcare. The roadmap identifies four strategic priorities: 1) reshaping the portfolio, 2) delivering outstanding launches, 3) simplifying the organization, and 4) sustaining innovation in R&D. Specific goals and initiatives are outlined for each of Sanofi's global business units.
The document provides an overview of Sanofi, a major global pharmaceutical company, including:
- Its operations in over 100 countries with over 100,000 employees and 19,300 scientists
- Its business entities and therapeutic expertise in the Philippines, focusing on cardiovascular diseases, diabetes, oncology, and other areas
- Details on its organizational structure, vision and mission statements, research and development process, product types, supply chain, and performance in the diabetes drug category market
David Meeker, M.D. provided an overview of Sanofi Genzyme's key accomplishments and strategy. Some highlights include:
- Three major product launches and three regulatory submissions since April 2015.
- Strategic R&D alliances formed in oncology and diabetes.
- Announced a transaction to reshape the portfolio by focusing on specialty care and consumer healthcare.
- Rare diseases franchise grew 11% in 2015 through new patient identification efforts.
- Multiple sclerosis franchise sales doubled to over €1 billion led by Aubagio and Lemtrada.
- RNAi programs for ATTR amyloidosis and hemophilia B showed promising phase 2 results.
- Strategy to grow immunology by developing
- Olivier Brandicourt, CEO of Sanofi, presented at the JP Morgan Healthcare Conference in San Francisco on January 9, 2018.
- The presentation outlined Sanofi's progress on its 2020 strategic roadmap and focused on building leadership in specialty care and strengthening its diabetes portfolio.
- Sanofi is sustaining innovation in R&D to support long-term growth through advancing its pipeline of over 70 projects, with 9 potential regulatory submissions expected in the next 18 months.
David Yates, Regional Business Head, North America, Nestlé HealthCare Nutrition, Inc., presentation to the 2014 Nestlé Investor Seminar, Boston, USA, June 3-4.
¨Presentation Brand and reputation survey2009 f novonordiskFethi Ferhane
This document summarizes the findings of a brand and reputation survey conducted in Algeria by Novo Nordisk. It includes the following key points:
1) The survey aimed to understand Novo Nordisk's current brand status in Algeria and support the company in achieving diabetes brand leadership. It examined drivers of brand reputation and measured Novo Nordisk against major competitors.
2) The survey was conducted in 5 stages: design, fieldwork, analysis, workshop, and presentation. It utilized market research, data analysis software, and communications tools. Over 4,600 patients and 100 doctors were surveyed across Algeria's regions.
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1. ZANTAC
Università della Svizzera Italiana
AY: 2011/2012
Class: Strategic Marketing
Professor: Andres Hinterhuber
Abasoglu Dogan
Castelli Matteo
Javadinia Azari Morteza
Kalipcilar Gizem
Liechti Audrey Pauline
Monahan Jane Therese
2. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Glaxo: Do More
Feel Better
Live Longer
Collaboration with others in
industry, academia, government and non-
governmental organisations and healthcare in
general is fundamental to our strategic
priorities of growing a diversified global
business and delivering more products of
value.
OUR
CORPORATE INDENTITY
3. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
GASTROINTESTINAL
TREATMENT
Our commitment is to helping physicians treat and cure all
gastro-intestinal complaints and diseases.
Providing pain relief and recovery to their patients is due
to our superior research and development of gastro-
intestinal treatment alternatives and cures.
Our investment is in education and outreach to physicians,
hospitals and patients.
Our global cooperative sales network and technical support
system are for individual doctors and hospitals which is
unmatched by any other pharmaceutical company.
4. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
BRIEF
HISTORICAL
REVIEW
1976
1981
1982
1983
1984
1986
1989
After have made some chemical
research and clinical trials ZANTAC
was ready to be launch all over
the world.
During these four years Glaxo launch ZANTAC
in the world-wide market: in UK, Italy,
Germany, U.S.A., France and Japan. Our
strategy was base on a large number of sales
representatives and collaboration with other
pharmaceutical companies.
Approval for simplification of the dosage (one-a-day) and
Zantac’s overtakes Tagamet in terms of global sales and
becomes the best-selling pharmaceutical product in the
world.
Entrance of new competitors in the global market for antiulcerant
drugs
5. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
TAGAMET: the main
competitor
COMPANY SMITHKLINE
PRODUCT PRESENTATION green tablets : 200 mg, 300 mg, 400 mg
APPROVED MAIN INDICATIONS acute and manteinance treatment of
peptic ulcers; acute treatment of reflux
TOTAL DAILY DOSAGE 1000 mg
NR. OF ADMINISTRATION PER DAY firstly 4 – secondly 1
TREATMENT LENGHT 4 to 6 weeks
EFFICACY 80% of patients healed after 6 weeks
SIDE EFFECT breast swelling in males (sexual
dysfunction), reversible liver damage
DRUG INTERACTION mental confusion in the elderly
6. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
ZANTAC: the new drug
against ulcers
COMPANY GLAXO
PRODUCT PRESENTATION white tablet: 150 mg
APPROVED MAIN INDICATIONS acute and manteinance treatment of
peptic ulcers; acute treatment of reflux
TOTAL DAILY DOSAGE 300 mg
NR. OF ADMINISTRATION PER DAY firstly 2 – secondly 1
TREATMENT LENGHT 4 weeks
EFFICACY 80% of patients healed after 4 weeks
SIDE EFFECT no seriuos side effect have been
reported
DRUG INTERACTION no clinically significant interactions
have been reported
7. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Why Zantac is better
than Tagamet?
more convenient dosage schedule
superior drug interaction profile
responding very well to ulcer
treatment
satisfied costumer need
higher price means higher quality
60% of marketing budget was direct
to sales force representatives
9. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
OUR KEY DECISIONS
1/2
large budget for marketing strategy;
rapid implementation of product with global launch
much larger number of sales representatives and better
trained (more knowledgeable) than competitors;
more frequent and multiple sales representative visits to
general practioners (= doctors, major client segment);
a strong and pervasive advertising campaign thanks to
which it passed the idea that Zantac was FASTER, SIMPLER
and SAFER;
10. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
ADVERTISING
FASTER
SIMPLER
SAFER
11. co-marketing arrangements and collaboration with other
pharmaceutical companies (complementors);
promotion of product with gastrointestinal specialist and
hospitals through conferences and other advertising;
good brand management (focusing on Zantac’s strengths
and Tagamet’s weaknesses;
took advantage of price inelasticity with price premium
that became associated with superior product;
OUR KEY DECISIONS
2/2
Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
12. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Smith Kline’s
mistakes …
they did not take Zantac seriously;
never establish any brand loyalty;
they did not have a plan to deal with side effects;
did not exploit improvements in dosage;
Egocentric defence: relied on own history and did not
focus in client needs for information;
did not allocate enough budget to promotion;
confused own costumers (new dosage) with poor
communication;
advertised arrival of Zantac to its own customers;
13. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Thanks to our key decisions and
Smithkline’s mistakes …
14. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Power factors for our success
improvement over the first competitor, Tagamet
customer satisfaction
customer awareness
product benefits
penetrative distribution
a huge advertising campaign
direct and convincing sale to doctors
- real effectiveness
- short treatment cycle
- no side effect
- correct dosage schedule
15. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
NEW COMPETITORS
1. PEPCID: Japan company, Yamanouchi;
Price: 10% below Zantac
2. AXID: US company, Eli Lilly
Price: 10% bellow Zantac
3. LOSEC: Swedish company, Astra
16. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Focusing on
LOSEC
COMPANY Astra (Swedish company)
PRODUCT PRESENTATION pink-brown gelatine 20 mg
APPROVED MAIN INDICATIONS acute and maintenance treatment of
peptic ulcers; acute treatment of
reflux; “refractory ulcers”
TOTAL DAILY DOSAGE 40 mg
NR. OF ADMINISTRATION PER DAY 1 a day
TREATMENT LENGHT 2 to 4 weeks
EFFICACY 92% of patients healed after 4 weeks
SIDE EFFECT no serious side effect have been
reported
DRUG INTERACTION no clinically significant interactions
have been reported
17. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
new class of drug
faster healing rate for peptic ulcer in short term
more powerful and longer duration than ZANTAC
faster paint relief
treatment also for refractory ulcers
superior treatment for reflux
better dosage schedule
no side effects
Why LOSEC?
STRENGHTS
18. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
For maintaining and
prevent our leadership …
1. Glaxo should take competitions from Losec seriously
because of his strengths.
2. We should make sure not to fall into trap of interntia.
3. Need to stay proactive and visionary.
4. We need to expand brand beyond Zantac to the
treatment of gastrointestinal disease and the entire
treatment spectrum from heart burn to reflux ulcers.
19. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Five forces analysis
Environmental factors Attractive/unattractive
Threat of new entrance low due to barriers to entry
(approvals and patents)
Threat of substitutes medium to high
Bargaining power of suppliers none
Bargaining power of buyers overall low
Degree of rivalry medium to high
20. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
Industry is
attractive
Growth is projected at 15% for next 4 years:
65% for acute disease
30% maintenance treatment
5% peptic ulcers with prescription of other drugs
0
0.5
1
1.5
2
2.5
1990 1991 1992 1993
GI Treatment (Zantac +)
Other Glaxo Products
Total Glaxo Sales
22. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
1. Put marketing strategy first: give Marketing Director
profit and loss responsibility; establish cross
department collaboration with R&D and operations.
2. Focus on treatment area of gastrointestinal disease
not just selling Zantac. Establish complementary
relationships with over the counter and other
prescription drugs in this treatment area and/or
acquire companies that do so.
3. Maintain and enhance model for sales
representatives through linking increased revenue to
specific sales effort. Continue co-marketing with
complementary treatment areas and drugs.
RECOMANDATIONS …
23. Università della Svizzera Italiana – Strategic Marketing – AY 2011/2012
4. Make corporate commitment to public awareness
and education regarding gastrointestinal disease and
treatments (male charitable contributions, sponsor
events, conferences). This includes anti-smoking
campaigns as this is a risk factor for GI disease.
5. Further develop market potential: focus on aging
populations and smokers. Establish local management
to begin working with doctors, hospitals, insurance
companies, health care industry and regulators to
understand specific gastrointestinal disease and
treatment issues markets.
6. Expand product range: acquire or collaborate with
over the counter and prescription drug treatments.
RECOMANDATIONS …