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1.Alaoty Faisal 2.Stefanescu Alexandra 3.Stoica Anamaria 4.Suruparu Anca 5.

Tocaci Anamaria

€ Major

topics that can be found in this project:
Demand analysis (volume, value, dynamics) Main market segments Supply analysis Description of Main Competitors Marketing and Positioning strategies used on this market ‡ Conclusions and Recommendations for future marketing strategies
‡ ‡ ‡ ‡ ‡

€ The

pharmaceutical industry: - is praised as one of the nation·s leading industrial sectors. -the fruits of its extensive research and development are sold world wide and have improved the length and quality of life -a pharmaceutical company, or drug company, is a commercial business whose focus is to research, develop, market and/or distribute drugs

late 19th and early 20th century: the beginning € 1920: key discoveries € 1970:cancer drugs were developed € 1990: market changed dramatically because of a new consumerism € Nowadays : more than 200 major pharmaceutical company
€ the

€ Pharmaceutical

market segmentation is invariably done by pharmaceutical companies in order to understand their target market and target customers.

€ Physicians

are perhaps the most important players in pharmaceutical sales. They write the prescriptions that determine which drugs will be used by the patient. Influencing the physician is the key to pharmaceutical sales. € Pharmaceutical companies are developing processes to influence the people who influence the physicians.

€ The

pharmaceutical market is divided in many segments but the most important segmentation is the segmentations by customers:
‡ Patients ‡ Dostors

€ Patients

distinguish themselves by: € a. kind of illness b. stage of illness c. age group d. gender (male and female)

€ Doctors € a. Age

distinguish themselves by:

b. Speciality c. Place of Practice d. General Practitioners e. Type of Practice f. Usage rate of products

There are other types of segmentation like: a)Segmentation by products b)Segmentation by demography c) Segmentation by region

€ Segmentation

by Products:

-Institutional market products -Industrial market products -OTC (Over the counter) or non prescription products -Consumer or prescription products

€ Segmentation

by Demography:

‡ elders( the biggest part) ‡ others

€ The

4 P·s of a market are:

‡ A. Product ‡ B. Price ‡ C. Place (distribution) ‡ D. Promotion

€ Pharmaceutical

products € -more commonly known as medicines or drugs € -it is essential that such products are prescribed and used rationally € -it is vital that improved and/or new drug regimens are continually developed through product/drug discovery(vitro studies, in vivo studies,clinical trials)research and development

Anti-Infective Gastrointestinal Cardiac Respiratory Vit./Minerals/Nutrient Pain/ Analgesics Dermatologics Gynaecology Neuro psychiatry Antidiabetics Opthologicals Others

Value market Share %
16.4 10.9 10.3 10.2 9.6 9.5 5.4 5.3 5.3 4.4 1.7 11.0



€ Once

a patented drug enters the market, its producer has some degree of monopoly power. € Few drugs lack any substitutes at all € Differentiation occurs because different drugs have diverse therapeutic effects and contraindications

€ Promotion

by the pharmaceutical industry grew substantially, rising 70 % from 1996 to 2000. € The pharmaceutical industry has allocated substantial resources to detailing and convey information to patients.

€ In

order to promote pharmaceutical products 2 ways that are very often used: € i)physicians-targeted promotions € ii)direct-to-consumer advertising

€ In

2002,the pharmaceutical industry spent $15.63 billion on promotions, which include free office supplies,all-expenses-paid events, sales representatives, and awards to physicians € In 2001 a study reach the conclusion that : ´Doctors who had contact with pharmaceutical representatives were 13 times more likely to ask that a particular drug be added to an insurance plan·s list of approved drugsµ

€ If

DTC advertising only motivated certain patients to see their doctors more often, its harmful effects would be debatable. The larger and more important problem of DTC advertising concerns potential health risks posed by new drugs. New drugs are not time tested; their long-term effects are unknown; many patients who can be just as effectively treated with less expensive, older drugs are risking their health when using newer drugs


direct distribution system for its products in the making them available only from the company·s sole appointed distributor rather than from a choice of wholesalers. € Key stakeholder groups³wholesalers, pharmacists, hospitals, dispensing doctors, and government.

€ The

demand for pharmaceuticals derives from the demand for health. € The demand for health care is determined by producer, consumer and also by third-party intermediaries, as the insurers. € Health services are traditionally selected by the physician who neither consumes the service nor pays for it.

€ Firstly, pharmaceutical

companies compete among themselves. € Secondly, they experience significant profit losses due to competition from the generic drug manufacturers. € Finally, the whole pharmaceutical industry competes with other health care industries.


Pfizer Incorporated is a major pharmaceutical company, ranking number one in sales in the world. The company is based in New York City, and its research headquarters is in Groton, Connecticut. € Products: Ben-Gay. Viagra Xanax

€ GlaxoSmithKline

GlaxoSmithKline a United Kingdom-based pharmaceutical, biological, and healthcare company. GSK is the world's second largest pharmaceutical company and a researchbased company with a wide portfolio of pharmaceutical products. Products: Aquafresh Augmentin Panadol Sensodyne

€ €

Sanofi-Aventis Sanofi-Aventis , headquartered in Paris, France, is a multinational pharmaceutical company, the world's third-largest by prescription sales. Sanofi-Aventis engages in the research and development, manufacturing and marketing of pharmaceutical products for sale principally in the prescription market, but the firm also develops over-the-counter medication. Products: Lovenox Lantus Actonel


Novartis Novartis International AG is a multinational pharmaceutical company based in Basel, Switzerland. With revenues of over $42 billion, it is one of the largest healthcare companies in the world and a leading giant among pharmaceutical companies. Novartis owns Sandoz, a large manufacturer of generic drugs. The company formerly owned the Gerber Products Company, a major infant and baby products producer, but sold it to Nestlé on 1 September 2007. Products: Voltaren

€ Because

the competition on the market is at a high level, the advertising needed in order to attract customers· attention should be original and convincing. Some examples of companies that adopted different marketing strategies are:
‡ Abbott ‡ Eli Lilly ‡ Pfizer Inc.

statement: € "To improve lives by providing costeffective health care products and services". € Strategy: € to remain competitive, by expanding and continuing to develop innovative products that will deliver better health care.
€ Mission

€ Mission: € "Ensure

that all internal and external stakeholders have the information resources..., to support Lilly's innovation strategy, to provide health care solutions, and to build shareholder value´ € Strategies(for growth):
‡ increase its R&D investments by 27%, to $1.7 billion ‡ expand sales forces in key markets and increased

their direct consumer advertising in the United States

€ Mission: € "At

Pfizer, life is our life's work". € Strategies:
‡ to deliver shareholders value, in the past 5 years

Pfizer shares have generated a total return of more than 690% ‡ to narrow their focus to only produce what they do best, pharmaceutical products ‡ to build powerful partnerships in order to come up with breakthrough medicines.

€ Alternative

Medicine € 5 Categories: € Traditional Chinese medicine and Ayurveda € Mind-body medicine € Biologically based practices € Manipulative and body-based practices € Energy medicine

€ The

Saudi pharmaceutical market is one of the richest in the Middle East. € In recent years, the government has had to overcome a number of problems in improving the healthcare system, including volatile oil prices, the Asian economic crisis and political instability in the Middle East. € Companies:
‡ Tabuk ‡ Dallah Pharma ‡ Spimaco

Tabuk Pharmaceutical Manufacturing Company is a fully owned subsidiary of Astra Industrial Group- AIG (one of the biggest industrial groups in the Middle East region). € Today, TABUK is the second largest Saudi pharmaceutical manufacturer and one of the top five in sales in the Kingdom of Saudi Arabia (IMS June 2007) € A number of Tabuk's products are approved in Denmark, Finland, France, Portugal, Sweden, and Turkey. Additionally a number of other products are under approvals in international markets such as Czech Republic, France, Hungry, Poland, Turkey, UK and USA

€ The

activities of Dallah Al-Barakah Group are spread throughout the world to cover most of the Arabic and Islamic countries with 260 companies working in various fields with annual turn over of 7billion $. € Dallah Pharma supervises the company investments in the field of Pharmaceuticals, Naturals Products and Medical Supplies.

€ 1.

e/convention/papers/Changing%20Playf ield-06Saurabh%20Kumar%20Saxena.pdf € 2.http://undergraduatestudies.ucdavis.e du/explorations/2005/chiu.pdf € 3. eutical_company