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analysis on Rumack pharmaceuticals

analysis on Rumack pharmaceuticals

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Published by Davis D Parakal

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Published by: Davis D Parakal on Feb 17, 2011
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Case Study , Rumack Pharmaceuticals
User : Davis D ParakalSID : 3357394Module :
Engineering Strategy
Module Leader : Richard Anderson
2Case Study, Rumack Pharmaceuticals
This report analyzes the case study on Rumack pharmaceuticals and suggestingmarketing, manufacturing strategies for the future improvement of business.
Marketing Strategy
Marketing is one of the key factors that drive business into success. It delivers theinformation of the product and services of the company into public or specificallycustomers.
Marketing strategy is defined for our purposes as the total sum of theintegration of segmentation, targeting, differentiation, and positioning strategies
designed to create, communicate, and deliver an offer to a target market”.( 
Adel I. El-Ansary,2006 
In the Rumack pharmaceutical case, they mainly used two marketing approaches.
Product line extension and derivationRecognizing the level of acceptance of the product, Restolvic as a successfulindigestion reliever, company started strengthening the brand name of that product. This is the basic principle in which a successful brand name can reachmore heights that a new brand in the market. The customer acceptance level of branded products always makes industries to seek ways to brand the product orservices as much as they can.
Branding is defined for our purposes as naming theoffer to gain an identity, evolve meaning, and project an image conducive tobuilding brand equity 
Adel I. El-Ansary,2006 
Rumack pharmaceutical was verymuch successful in branding Restolvic and gained the market place.Keeping the Restolvic brand they stared extending the product line withderivatives and similar products Restolvic A, Restolvic E etc.. This marketingstrategy gained the market and customer demand increased for the companyproducts. Keeping same line with the successful product always makes success.But the disadvantage of this marketing strategy is negative impact on newproduct will effect brand image of successful product. So the product development of new one should give extreme care and planning when theyadvertise it will successful brand.
3Case Study, Rumack Pharmaceuticals
Manufacturing Implications
Fig 1
The attachment 1 represents the annual quantity
distribution (in 000’s bottles or
kilo bottles) for a number of representative products packed on lines 1, 2 and 3over the last 7 years.The above table give the exact idea about the production trends and its variety inRumack. It is very clear from the data set that production increase steady with in6 years. The quantity less than 500 kept on increasing for 6 years and it is evident from this product line increased in such a great way. In the beginning there wasno production more than 1500 on a specific medicine. But it started expandingfrom second year and ended with three products with above 2000 numbers in theend of 6
year. So the demand from the customer kept increasing all these years.

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