Segmenting, targeting & positioning for Pizofen First of all we bow ourselves before almighty ALLAH, the merciful & beneficent for empowering us to start & complete this assignment. I wish to express my gratefulness to Abdur Rob, Senior Executive, Product Management Department for his constant guidance during the study. It is a great privilege to us to express our sincere thanks to Mr. Abul Kalam, PMD & Export Manager, cooperation and material support during our study. 1 Acknowledgement
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Segmenting, targeting & positioning for Pizofen
First of all we bow ourselves before almighty ALLAH, the merciful &
beneficent for empowering us to start & complete this assignment.
I wish to express my gratefulness to Abdur Rob, Senior Executive,
Product Management Department for his constant guidance during the
study.
It is a great privilege to us to express our sincere thanks to Mr. Abul
Kalam, PMD & Export Manager, cooperation and material support during
our study.
1
Acknowledgement
Segmenting, targeting & positioning for Pizofen
1. Navana Pharmaceuticals at a glance
2. Introduction
2. Objective of the study
3. Methodology of the study
4. Strength & weakness of the Navana Pharmaceuticals Ltd
5. Strenght & weakness of the Pizofen (product)
6. Segmenting, Targeting & positioning of Pizofen
6.1. Segmentation
6.2. Targeting
6.3. Positioning
6.4. Marketing mix
6.4.1. Product
6.4.2. Price
6.4.3. Place
6.4.4. Promotion
7. Recommendation
8. Conclusion
9. Source
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Table of content
Segmenting, targeting & positioning for Pizofen
Navana Pharmaceuticals is one of the reputed and leading companies; Navana
commenced their business activities on a larger scale by setting up their factory in
Rupshi, Narayangong, in the year of 1990. Operating its activities for over the last 19
years, the company is trying to significantly contribute towards the augmentation of the
standard of living by bringing high quality medicine at the door step of their customers.
The commercial production started in April 1992 with 8 (eight) antibiotic products
Right now Navana has more than 150 products with different dosage form like Tablet,
Navana Pharmaceuticals undertakes huge promotional activities to promote Pizofen. It
spends almost 20% to 30% of its net sales of Pizofen for promotional activities .
As doctors are the prime concern to create demand through prescription ,a motivated
team is working to promote the product all over the Bangladesh.Medical
Representatives (MR) are given different promotional tools ,sampling,printed materials
(literature,drop card) & gifts iteam to convice doctors & keep good relation.
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Segmenting, targeting & positioning for Pizofen
12 months promotional items highlights for the year 2009
Month / Cycle New Printed Promotional materials
New gifts or Gimmick items
Physician Sample(4’s)
01: January Literature 10,00002: February Literature Gift 10,00003: March 12,00004: April Drop card Card 12,00005: May Show Card Gift 14,00006: June 14,00008: August Drop card Gift09: September 14,00010: October Gift 10,00011: November Drop Card 8,00012.December Literature 8,000
The Medical Representative (MR) of Navana uses sales promotion, public relations and
advertising to communicate effectively. The doctor perceives it and responds to it either
to medical representative directly or in form of Rx (prescription). If the medical
representative gets the required response for his product, it shows that the perceived
value of message communicated to the doctor is equal to value created. The algorithm
given below is pre-requisite for ideal communication. Feedback is vital in this model as
it gives way for reconstruction of the message and improves its perceived value.
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Segmenting, targeting & positioning for Pizofen
The company relies on personal contact with retailers to establish the products in their
stores. This contact, whether in-person or by phone, helps convey the message,
demonstrate the products’ unique qualities, and build relationships. Sales
representatives visit each store three or four times a month.
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Segmenting, targeting & positioning for Pizofen
We would suggest some recommendations to Navana Pharmaceuticals Ltd. to adopt
more successful operation in Bangladesh. Navana Pharmaceuticasl Ltd should expand
their target market also towards the general practitioners. They should also conduct
different promotional activities in hospital ,community hospital,private clinic and
awareness program for patient.Because Pizifen has different type to migrain therapy so
now if they provide different indications(use) of anti-migrain for patients the same
brand name might increase their sales.
The Pharmaceutical industry of Bangladesh is rapidly growing sector. The demand for
this product is very much high in terms of disease privelence. Navana Pharmaceuticals
is providing Pizofen. at a price which is affordable to most of the patients in the
country. Pizofen is an uprising product in Bangladesh as a greater portion of the
population, both male and female, are now getting more health conscious. Navana
Pharmaceuticals with heavy promotional activities, has been able to penetrate the
market.
With two strength, two pack size, international standard and high quality design, as a
product, Pizofen has been highly successful over the years. Its distribution process is
highly efficient. Its promotional activities, like sampling,Seminer,Gift ,Visual aid has
been a milestone in attracting a huge number of customers. Overall with its marketing