3. Pharmaceutical
Marketing
Azamu Shahiullah
MD.Ashraful Amin
Najib Hasnat

4. Marketing Plan for a
new product existing
in the market

5. Objectives
 Our major objective are-
 Increasing market share
 Growing market sales
 Enhancing strength of the brand
 Creating loyal customers
 Increase profit and cost effectiveness
Common marketing objective:Achieve growth of the
product in the market.

6. Market Planning process:
Idea Generation
Idea Screening
Concept Development and testing
Market Strategy development
Business Analysis
Product Development
Test Marketing
Commercialization

7. Market Strategy Development
Examine the
current
state of the
market
Improve
approach to
the market
Identify
problems
and
challenges in
the
marketplace
Emphasize
on the local
market
Relate the
business
position to
others

8. Environmental Analysis

9. Strengths Weaknesses
Opportunities Threats
Swot
Analysis

10. Market Penetration
Market
Penetration
Product
Price
Place
Promotion

11. Market Development
Target Market:
 Target market includes-
 People wanting quality products at a standard price
 People wanting new and innovative features in the same
old product
 People wanting various flavors and tastes in a product

12. Push & Pull Strategy

13. Positioning Statement
Having problems with bad breath, or long-term
ache in the gums? No need to worry… Use
Listerine Mouthwash and see the magical
effect of this wand...as your gum problems and
bad breath leaves you forever.

15. Branding Strategy
Slowly build up Brand awareness
This will be done as part of the overall marketing
strategy for the next three to five years.
Advertising and providing sample products

16. Public Relations Strategy
Focus on the selected market
segment and send a particular
message to the consumers
Create customer interest for the
product
Promote the message to the right
people

17. Product Development
Pricing
Strategy
• Consider the four factors- cost, demand,
competition and image to improve sales
• Use experience and market research
Distribution
Strategy
• can be found at close-to-hand convenient stores
and makes the product cost-effective to the
customers.
Promotional
Strategy
• We will promote the product by using advertising
technique.

18. TestMarketing
Market Potential
Analysis
Consumer
Survey

19. Market Potential Analysis
In this case, historical sales data can be used in assessing
absolute market potentials. But they are hard to get.
Customer Survey
direct querying-by written questionnaire or verbally-of a
sample of consumers selected from the potential
consuming population. If possible, prototypes may be
examined by the consumer.
TestMarketing

20. Commercialization
Gather final information
whether to launch the product
or not.
If the product is launched, the
company has to face high costs
for the advertising, sales
promotion, and other marketing
efforts in the first year.

21. Bio Kult by Sandoz/Novartis (Bangladesh) Ltd
Mission of Novartis Bangladesh Ltd
 Mission is to care and cure.
 Want to discover, develop and successfully market
innovative products to prevent and cure diseases, to ease
suffering and to enhance the quality of life.
 Also want to provide a shareholder return that reflects
outstanding performance and to adequately reward those
who invest their money, their time and their ideas in our
company.

22. Bio Kult by Sandoz/Novartis (Bangladesh) Ltd
Portfolio
Novartis has five business segments and is supported by
global research organization, the
Novartis Institutes for BioMedical Research
(NIBR).
These segments are strategically aligned to bring innovative,
high-quality and affordable medicines and therapies to
patients around the world.

24.  Bio-Kult is a unique
probiotic with a high
concentration of 14
strains of beneficial
bacteria.
 Bio-Kult is the
recommended probiotic
for those following the
Gut and Psychology
Syndrome Diet