A CHOICE STRATEGY OF OTC NEW PRODUCT PROMOTION TOOLS

• Main Authors: CHIANG, SHU-YING, 姜淑櫻
• Other Authors: YANG, MIRNG-BIH
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/90506362099215097939

碩士 === 國立臺北大學 === 企業管理學系 === 92 === Drug products are consumable and nondurable goods, but they are different from generic consumer products. Drug products have six characteristics: long product life cycle, high brand loyalty, specialization of use, high added value, high profit, and jurisdiction over the hygienic department. The result of a long product life cycle is from high entrance, high R&D expense, and new product launch is not easy. If drug products have good curative effect and quality, can count on professional persons, as well as can satisfy the consumer demand, there is a high brand loyalty of durg products. In addition, because of economic knowledge value in drug products, the Government arranges that the medicine industry is one of the top ten new industries. Because many safe prescription medicines change into non-prescription medicines in recently, many OTC (over-the counter drugs) new products launch into the non-prescription medicine market. In addition, because OTC can direct to the consumer promotion in Taiwan, marketing specialists can use promotion tools to arise communication effects of new products. This research aims at the OTC new product and provides marketing specialists with choice strategies of new product promotion tools through literature review and empirical analysis. The object of this research is the public and the product is the medical OTC new product. This research discusses that people think which tools can arise the new product awareness. In addition, this research also discusses differences of promotion tools which can arise the product awareness in exogenous factors such as product attributes, medical special life styles, and past medicine experiences. The major findings are drawn as follows. (1)When the public is sick, he will take the OTC medicine and choose its brand. If the store has not that brand which the public chooses, he will ask the salesclerk to recommend another brand. In addition, the public will not choose the origin country. (2)When the OTC new product launch, the communication effect which doctors recommend the product is the best. (3)According to different product attributes, marketing specialists should select different promotion tools. (4)There are different communication effects of promotion tools in medical special life style groups. (5)There are different communication effects of promotion tools in past medicine experiences.