Pharmaceutical marketing research papers
The Journal particularly aims to foster the dissemination of scientific information by publishing manuscripts related to current Pharmaceutical as well as Allied sciences fields. IJPRAS is positioned as a leading specialist reference resource of academic information and analysis on pharmaceutical and Allied sciences, highlighting new concepts and theories, and fresh practical ideas and initiatives that can be readily applied in the pharmaceutical and Allied science industries.
The journal provides an intellectual platform for discussion and dissemination of new ideas and latest research in pharmaceutical and Allied science. Several joint venture projects are being negotiated with foreign companies for the lateral expansion of the medicine. Roche pharmaceutical is poised for a new phase of dynamic growth.
Pharmaceutical marketing research papers
Their human resource is well trained and motivated; their financial fundamentals are strong and they have an excellent goodwill in the market. Their vision is to constantly set challenging goals for theirselves. They will continue to xpand and diversify and be an example of a progressive company playing a dynamic roll in the economic development of Bangladesh. The promotional elements that are going to be implemented by Roche pharmaceutical is mainly advertising, sales promotion and public relations.
But the importance of the promotional elements depends on their different target group. The company also uses product brochure, newsletter and leaflet as to promote their products. The company maintains quality level, product design and development, product feature, and the best one brand name. The company has the special brand name that makes the company different from the others.
The company gives customers warranty about their quality product. Convenience product is consumer products and services with characteristics that the customers usually buys frequently, immediately, and with a minimum of comparison and buying effort. Marketing Program:. Figure: The Four Ps of Marketing mix. Product: Our product pipeline is a uniquely broad spectrum of innovative solutions for healthcare needs of the future. Projects address all stages of prevention, diagnosis and treatment of disease as well as well being to enhance quality of life.
A product mix consists of all the product lines and items that a particular seller offers for sale. Product mix width refers to the numbers of ifferent product lines the company carries. Product mix length refers to the total number of items the company carries within its product lines. Product line depth refers to the number of versions offered of each product in the line. Finally, the consistency of the product mix refers to how closely relate the various product lines are in end use, production requirements, distribution channels or some other way.
A product is more than a simple set of tangible features consumers tends to see products as complex bundles of benefits that satisfy their needs. When developing products, marketers first must identify the core consumer needs the product will satisfy.
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They must then design the actual product and find ways to augment it in order to create the bundle of benefits that will best satisfy consumers. Considering pharmaceuticals products that means medicine the core product is to give the relief from diseases and as we are concern about the medicine Demadex our core product is to give relief from the heart disease. The actual products of our product are?
The medicine tablets? Biochemical scientists? Brand name? Quality level? Attractive packaging? Management system The augmented products of our product are:?
Superb working capability? Quick solubleness? Latest gene research quality product?
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But in recent times, numerous factors have made packaging an important marketing tool. The packages must now perform many sales tasks — from attracting attention, to describing the product, to make the sale the company are realizing the power of good packaging to create constant consumer recognition of the company or brand. Packaging involves designing and producing the primary packaging in which the package hold the product and the secondary that is in which the package hold the primary package. Innovative packaging can give a company an advantage over competitors in contrast; poorly designed packages can cause headaches for consumers and lost sales for the company.
First, the company must establish the packaging concept, which states that the package should be or do for the product. Should it mainly offer product protection, introduce any dispensing method; suggest certain quality about the product or something else? So from our survey we have seen the primary package of our product Demadex is covered by foil paper, which is kept airtight.
And the secondary cardboard package that keeps the primary package is made by cardboard box. The size and shape of the primary package is such which contain six tablets each and the colour text and brand mark is such that attract attention of the customers and describe our product quality. That ultimately makes our company specially the product leader in this field. The portfolio will change with time as compounds enter from research, progress through to the next phase of development or enter the market place. The high risk nature of the drug development process also means that it is not unusual for some projects to be terminated if they do not meet the criteria for progression and this will be particularly true in the early stages.
Current Portfolio — selection of major products Below list of major prescription products contain both the generic name as well as the area of indication. Zenapax daclizumabPrevention of acute rejection Roche Pharmaceuticals — a tradition of innovation Pegasys peg-interferon alfa-2a 40KD , for hepatitis C; Valcyte valganciclovir , for AIDS-related CMV retinitis Kytril granisetron hydrochloride , for cancer Herceptin trastuzumab , for breast cancer; Tamiflu oseltamivir , the first oral flu medicine Fortovase saquinavir , anti-AIDS drug; Viracept nelfinavir , anti-AIDS drug; Xeloda capecitabine , anticancer drug; Xenical orlistat , for treating obesity; Zenapax daclizumab , immunosuppressant Mabthera rituximab , anticancer drug CellCept mycophenolate mofetil , immunosuppressant; Invirase saquinavir , anti-AIDS drug;.
For patients prescribed mg of ribavirin per day, there is a list price or wholesale acquisition cost savings with Demadex of approximately Tk.
Pricing policy for Roche pharmaceuticals: The pricing objective for Roche pharmaceuticals is market penetration; though Roche pharmaceutical is not the first one into the market under the pharmaceuticals industries in Bangladesh. For Roche pharmaceuticals the underlying objective behind the pricing is increasing the share of the market.
The demand for Roche pharmaceuticals is the matter label of the PLC. So, the company needs to hold on to their present customers as well as new customer in order to remain profitable. To attract new customer the company could undertake price-cutting to increase the demand. But the question comes if Roche pharmaceuticals reduce their price how the customer would perceive it?
There is a possibility that customer will relate the price reduction with decline product quality. In order to prevent this situation Roche pharmaceuticals has to convince their customers that their price reduction result from a better utilization of the resource. This message would be conveyed to the customer through personal contact. The pricing strategy should be cost-based pricing or completion-based pricing. That means they should first conduct research to find out the perceived value of the product by the consumers. The producer need to find out how much consumer are willing to pay for the benefit that Roche pharmaceuticals provide with the medicine.
Which in turn result the better quality product than our competitors. This message has already be communicated to the customer or our target market. Promotion: Promotional strategy. To do this, they must skill fully employ four mass-promotion tools in addition to personal selling, which targets specific buyers: sales promotion, publicity advertising and public relations.
Sales promotion, including both personal selling and advertising, must be coordinated with the sales program of the company if it is to be effective in assisting the sales force in selling the products. The purpose of personal selling and advertising is to increase the acceptability of the company and its product by potential buyer and to create in him a desire for the product. Personal selling personal sellers may also define as the representatives of the company.
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Now a days this type of culture is growing in our country. Specially for pharmaceuticals companies, they market or sales their most of the product by their representatives. Roche pharmaceuticals spent a large amount of money in advertising. Advertising against, buying motivates and advertising appeals, advertising media, etc. Public relations gaining favorable publicity and creating a favorable company image. Roche pharmaceuticals use public relations to communicate with their publics by setting public relations objectives.
Public relation is used to promote products, people, place, ideas, and activities. Place: Place includes company activities that make the product available to target consumers. To make the products available to the consumer at convenient place Roche pharmaceuticals maintain their dealers or representatives so carefully and efficiently. Representatives are like the channel for the company as they develop the relationship between company and the dealers or pharmacies and doctors.
They also cover the other factors such as assortments of the product, inventory, reduce the company overall transportation cost and the location of the high demand are for the products. Conclusion: The scope of present the report does not cover all the factors and parameters for managing marketing of Roche pharmaceuticals ltd. The company believes in market diversification with maintain the market development. Several joint venture projects are being negotiated with the other foreign pharmaceuticals companies for the lateral expansion of the product mix. The company is investigating more diversification into the research and development of the diseases and their medicine.
Specially, Roche is investing in discovering the cure of HIV. This is the level that Roche pharmaceuticals should be concentrated more because they are not the market leader, they are the market challenger in Bangladesh and in the product life cycle they are staying in maturity level. The maturity level is most important part for the company and under this part a company face its most competitors. So, to stay at the maturity level Roche pharmaceuticals should increase their promotional tools and quality of the product without any increase in price level.
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The company needs more advertising from this viewpoint.