Uploaded byMohammad Masum Chowdhury
New launching strategy of pharmaceutical brand
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
In this document
Powered by AI
Introduces the launching strategy of a pharmaceutical brand, presented by Masum Chowdhury.
Objectives of the session to understand the strategic and tactical aspects of launching systems.
Highlights that successful product launching relies on coordination and cross-functional preparation.
The primary purpose of product launching is to drive sales.
Discusses marketing decisions, activities, and product attributes required to present a product.
The marketing objective is to generate income from sales of the new product.
Describes three launching strategies: First to Market, First Follower, and Delayed Entrant.
Marketing decisions essential for positioning a new product include market entry, launching strategy.
Core elements of launching include customer identification, product positioning, and marketing mix.
Covers strategic launching decisions regarding company, product, market, and competitive strategies.
Defines new product success in terms of customer performance, financial performance, and technical performance. Explains that strategic decisions depend on marketing objectives, target markets, and competition.
Discusses balancing different therapeutic areas based on profit sources and competitive environment.
Defines product superiority focusing on unique customer benefits and overall drug success factors.
Emphasizes the importance of clinical profile in influencing commercial success of pharmaceuticals.
Discusses various market entry strategies like first entry or parallel strategies and their impacts.
Success depends on having clinical data and marketing investment for awareness among target groups.Characteristics of customer groups in the pharmaceutical industry and the importance of targeting.
Summarizes that market need depends on clinical profiles and understanding target markets for positioning.
Describes the lifecycle process of product launching in the pharmaceutical industry.
Concludes the presentation with acknowledgments.
Introduces the second part focusing on key performance indicators during pre-launch and launch phases.
More Related Content
Similar to New launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brand
- 1. New Launching Strategy ofPharmaceutical Brand Presented By Masum Chowdhury Manager, SBMD Asiatic Laboratories Ltd.
- 2. Objective of thissession • At the end of this session, you will be able to understand the strategic and tactical part of launching system.
- 3. Successful product launchingdepends on co- ordination and cross-functional preparation.
- 4. The purpose ofa Product Launching is to build Sales Drive
- 5. • A launchingstrategy consists of those Marketing decisions, Activities and Product attributes.
- 6. Marketing decisions, activitiesand Product Attributes are necessary to present a product to its target market.
- 7. • The Marketingobjectives of Product Launching is begin, to generate income from sales of the new product.
- 8. Launching Strategy First toMarket: 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 Harthold 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 areusually under the collective terms of – Market Entry Launching Strategy Product Launching (Day Planner) Commercialization and Introduction
- 11. The strategic coreof 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 LaunchingDecisions • Product • Price • Promotion • Distribution
- 15. New Product Success CustomerPerformance Financial Performance Technical Performance
- 16. • Strategic LaunchingDecisions 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 companysets 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 areasrepresent 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 ProductSuperiority ? 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 PharmaceuticalIndustry, 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 contributionof 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 EntryStrategy Parallel or Late Entry Strategy
- 25. • Early entrycombined with marketing investment and stronger competitive position lead to better New Product Performance. Market Decisions
- 26. • Being firstto market can be the key commercial success and for a market leader to keep its competitive position. Market Decisions
- 27. Market Decisions On theother 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 ProductLaunching 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 entrantsbenefited from the awareness generated by the earlier product and physicians confidence in overall class benefits Later Entrant Products
- 30. Like other industrialmarkets, customers in the pharmaceutical industry are not homogeneous. Customer Group
- 31. Customer Group Specific customergroups 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 decisionsare made by well understanding of the target market need.
- 33. Market need dependson 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 Launchingis a process that has a lifecycle
- 36.
- 37. Part - 2 Pre-launch,Launch and Post Launch KPI