THE STUDY OF TACTICAL LAUNCH DECISIONS- A CASE STUDY OF SELF-MEDICATED PHARMACEUTICAL PRODUCTS

• Main Authors: HUANG, YI-HSING, 黃宜興
• Other Authors: 楊明璧
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/88584206247708813672

碩士 === 國立臺北大學 === 企業管理學系 === 91 === A launch plan can include strategic launch decisions (such as relative innovativeness, mass versus niche targeting, and lead versus follow) as well as tactical launch decisions (including the types of communication and distribution activities, pricing, branding and promotion). The existing literature offers limited decision-making guidance on how to integrate the various tactical options in Taiwan pharmaceutical market. This study aimed at self-medicated pharmaceutical products which consumer self-paid for health concerns. The study suggests that different firm’s resources and product-market characteristics have different sets of tactical decisions considerations. For international R&D-based pharmaceutical companies with more resources and innovative products, several tactical activities are related to successful launches: superior skills in marketing research & planning, value-added pricing, intensive distribution channel, branding, advertising and PR activities. For local pharmaceutical companies with limited resources and less innovativeness, tactical launch decisions tend to family branding, selected distribution, cost-leadership, and web-based promotions. As for tactical launch decisions are uniquely related to different product type, especially in marketing mix level. From interview and data collected on lifestyle drugs and OTC drugs, it is identified key differences and similarities in tactic launch decisions. Lifestyle drugs are a diverse group of pharmaceuticals that treat the symptoms of chronic non-life-threatening conditions. With its innovativeness, the salesforce, intensive distribution, and information-based promotions play important roles to generate perceptions of early adoption and trial use. As for OTC drugs, due to its less innovativeness, tactical launch decisions are focused on user-based and awareness-based promotions.