Pharmaceutical

Marketing

Azamu Shahiullah

MD.Ashraful Amin

Najib Hasnat

Marketing Plan for a new product existing

in the market

Objectives

Our major objective are-

Increasing market share

Growing market sales

Enhancing strength of the brand

Creating loyal customers

Increase profit and cost effectiveness

Common marketing objective: Achieve growth of the

product in the market.

Market Planning process:

Idea Generation

Idea Screening

Concept Development and testing

Market Strategy development

Business Analysis

Product Development

Test Marketing

Commercialization

Market Strategy Development

Examine the current

state of the market

Improve approach to the market

Identify problems

and challenges in

the marketplace

Emphasize on the local

market

Relate the business

position to others

Environmental Analysis

Strengths Weaknesses

Opportunities Threats

Swot Analysis

Market Penetration

Market Penetration

Product

Price

Place

Promotion

Market Development

Target Market:

Target market includes-

People wanting quality products at a standard price

People wanting new and innovative features in the same

old product

People wanting various flavors and tastes in a product

Push & Pull Strategy

Positioning Statement

Having problems with bad breath, or long-term

ache in the gums? No need to worry… Use

Listerine Mouthwash and see the magical

effect of this wand...as your gum problems and

bad breath leaves you forever.

Branding Strategy

Slowly build up Brand awareness

This will be done as part of the overall marketing strategy for the next three to five years.

Advertising and providing sample products

Public Relations Strategy

Focus on the selected market segment and send a particular

message to the consumers

Create customer interest for the product

Promote the message to the right people

Product Development

Pricing Strategy

• Consider the four factors- cost, demand, competition and image to improve sales

• Use experience and market research

Distribution Strategy

• can be found at close-to-hand convenient stores and makes the product cost-effective to the customers.

Promotional Strategy

• We will promote the product by using advertising technique.

Test Marketing

Market Potential Analysis

Consumer Survey

Market Potential Analysis

In this case, historical sales data can be used in assessing

absolute market potentials. But they are hard to get.

Customer Survey

direct querying-by written questionnaire or verbally-of a

sample of consumers selected from the potential

consuming population. If possible, prototypes may be

examined by the consumer.

Test Marketing

Commercialization

Gather final information whether to launch the product

or not.

If the product is launched, the company has to face high costs

for the advertising, sales promotion, and other marketing

efforts in the first year.

Bio Kult by Sandoz/Novartis (Bangladesh) Ltd

Mission of Novartis Bangladesh Ltd

Mission is to care and cure.

Want to discover, develop and successfully market

innovative products to prevent and cure diseases, to ease

suffering and to enhance the quality of life.

Also want to provide a shareholder return that reflects

outstanding performance and to adequately reward those

who invest their money, their time and their ideas in our

company.

Bio Kult by Sandoz/Novartis (Bangladesh) Ltd

Portfolio

Novartis has five business segments and is supported by

global research organization, the

Novartis Institutes for BioMedical Research

(NIBR).

These segments are strategically aligned to bring innovative,

high-quality and affordable medicines and therapies to

patients around the world.

Bio-Kult is a unique

probiotic with a high

concentration of 14

strains of beneficial

bacteria.

Bio-Kult is the

recommended probiotic

for those following the

Gut and Psychology

Syndrome Diet