Question

Topic: Strategy

Guidance Required On Stratigee Development Pharma Brand

Posted by Anonymous on 5/20/2012 at 12:33 AM ET 250 Points
I have just joined marketing as product manager before I had a extensive work experience in sales.
I am basically in pharma marketing I have a brand completing 10 years in market. It's a high value brand for the company generating 20 crores a year this year planned 27 crores.
Following is unique selling points of the brand
1. It's one of first 4 brand been launched in the market place.
2. This brand is only brand having study comparing compititon and found to be best in terms of quality and tolrebility of patients.
3. It's been tecnologIcally superior from compititors start of launch
4. Been affordable for patients from inception.
What were been our previous work in this brand
1. We have done purity campaign for this brand where we have discussed our study.
Importance of purity- its essential as its a life saving drug it ensures efficacy drug.
Competition work
1. Compititon is working on majorly crm activities majorly.
2. No campaign as such.

Customer orientation.
1. They are prescribing ours as well as other companies brands.
2. Purity doesn't mean anything to them it's all about efficacy of drug- purity means translated to efficacy.
3. This brand is having good brand recall thus just a gimmic is required to catch their imagination.

10 years celebration I require your help on stratigee how can I develop some thing which will revive this brand and once again catch imagination of customers.

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RESPONSES

  • Posted by Peter (henna gaijin) on 5/21/2012 at 12:33 PM Accepted
    Think of what matters to a patient or doctor. Of these points you list:
    1. It's one of first 4 brand been launched in the market place.
    2. This brand is only brand having study comparing compititon and found to be best in terms of quality and tolrebility of patients.
    3. It's been tecnologIcally superior from compititors start of launch
    4. Been affordable for patients from inception.

    The only ones that matter to the customer is best tolerability and affordable. Perhaps best quality could matter, if there are cases of bad quality products causing issues with patients.

    The fact that you were first to market or that it technologically superior don't matter to a customer, they want something that is safe, affordable, and effective.

    What I can't hep you on is how to go to market for your geography (presumably India, Bangledesh, or similar - given that you use crore as a unit - much of the rest of the world doesn't use this numbering unit). Different countries have different ways that drugs go to market, and different rules related to what marketing is allowed. It does sound like you are a prescribed drug (as opposed to over the counter), and as such much of your promotion should be toward the doctor who would prescribe your product.
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