Question

Topic: Strategy

As A Product Manager, What Activities Shall I Do.

Posted by Anonymous on 2/16/2012 at 11:09 PM ET 25 Points
Hi, I am a product manager of an antibiotic in a pharmaceutical company, working in a developing country. My brand is a market leader in its therapeutic class, but these days my sales are down abruptly. Since last one year my brand was performing very well but all of sudden sales went down. What shall be my role in such situation, what activities or campaigns shall I start so that my part can be more productive in team. Another point is that my brand is expensive as well than others.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/16/2012 at 11:39 PM Accepted
    To understand what to do next, you need to understand what happen "all of a sudden". Why did people stop buying your drug? What drug did they switch to? Why? If you're more expensive, how can you justify the additional cost/value?
  • Posted on 2/16/2012 at 11:55 PM Author
    Hi Mr. Jay Hamilton,

    For your prompt response. As per my analysis, reason of abrupt drop down of sales is my sales team, who had stoped working on developing new customers and tried to get their budgets achieved by improving and increasing the shelf of chemests by offering them some incentives (illegaly by compansating their incentives and promotional samples). But on other hand they didn't worked hard on developing new prescirber doctors for our brand. The price can be justified by the leadership position of my brand which it acieved by it high quality.
  • Posted by CarolBlaha on 2/17/2012 at 12:51 AM Accepted
    Well then you have it. Get them back out and pound the pavement to establish the right ties. Hold them accountable for their efforts, and track their results. Make them clear, their job depends on results not excuses
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