| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 99 === Title of Thesis: How to Promote a Newly Introduced Product to be a Leading Brand in a Short term - As an example from pharmaceutic A for medicine of peptic ulcer bleeding
Name of Institute: Executive Master of Business Administration
Graduation Time: July 2011
Student Name: Meng-Che, Hsieh Advisor Name: Dr. Kai-Li ,Wang
Abstract:
Due to today’s aging populations around the world, the new concepts in preventive medicine and treatment have received increasing attention from government units and the public, thus the gradual rise of the biotechnology and western medicine manufacturing industries.
This study aimed to explore new products developed by western medicine manufacturers, and how they have become the leading brands among other similar high-density products in the market through effective marketing strategies. Thus, marketing departments play a crucial role in setting the right strategic direction through data collection and market analysis, coupled with the full cooperation of the business team, all of which are critical success factors contributing to the success of new product launches.
In this study, the critical success factors were found through the target marketing model mentioned in marketing management. For example, with an emphasis on the product positioning and differentiation and through professional sales representatives’ visitations in an appropriate frequency, the product information was accurately conveyed to clients with prescription potential. Strategic direction and a marketing plan were developed after confirming the critical success factors, the. With the peptic ulcer drugs as product examples in this study, the main steps include: (1) industry analysis and market demand; (2) market segmentation and target market selection; (3) setup and development of marketing strategies; and (4) development of marketing plans.
In addition to developing the right market plans, more importantly, the key to becoming leading brands in the market is to reference the goals in different stages as well as the indications in marketing management flowcharts to actively review and regularly assess performance. Furthermore, periodic assessment of the sales representatives’ five core competencies is also an extremely important work focus for first-line business team supervisors, which directly determines the success or failure of marketing plans.
Keywords: Peptic Ulcer Drugs, PPI Class, Target Marketing, Marketing Mix (4P)
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