7. • The Marketing objectives of Product
Launching is begin, to generate income
from sales of the new product.
8. Launching Strategy
First to Market:
First to market with New Products
First Follower:
A first follower, learns quickly from those
companies who enter first
Delayed Entrant:
A delayed entrant which likes to enter
established market
9. Hultink and Hart hold a view that –
A launching strategy describes those
marketing decisions that are necessary to
position a new product to its target market.
10. Marketing decisions are usually under
the collective terms of –
Market Entry
Launching Strategy
Product Launching (Day Planner)
Commercialization and Introduction
11. The strategic core of the launching is to identify
–
1. Customer
2. Product positioning
3. Marketing mix
to carry the message.
12. According to Hultink, the conceptualization
of a complete launching strategy consist of -
1. Strategic Decisions
2. Tactical Decisions
16. • Strategic Launching Decisions are
dependent upon –
a) New Product’s Marketing Objectives
b) Target Markets
c) Competitive Environment
d) Production Size of Entry Scale
18. If a company sets a higher success rate as its
objective, the company should seek high synergy
projects based on current technological and
production skills and resources.
Company Strategies:
By investing in organizational programs to enhance
the market orientation, management can influence
the efficiency and effectiveness of the launching
activities.
19. Different therapeutic areas represent different
types of opportunities for a Pharmaceutical
Company.
Company Strategies:
1. Some areas are important current profit sources
2. Some of them are attractive (Strong, Sustainable
different advantages there)
3. Some looks set to provide long-run growth
4. Relative weakness of the Competition
A company needs to balance these different
advantages
21. What is Product Superiority ?
Product Superiority means –
1. Unique Benefits for the Customers
2. Product Quality
3. Reduced Customer Cost
4. Product Innovativeness
5. Product Superiority in the eyes of the
Customer
6. Solution to a Customer’s Problem
22. • In Pharmaceutical Industry, a new drug’s
clinical profile clearly influences the
commercial success.
Product Related Decisions
• Clinical Profile means – Efficacy, negligible
side effects and a convenient dosing
mechanism, the new drug enjoys a good
position in the competition.
23. • The contribution of the clinical profile varies
significantly with different market conditions
and the company’s sales and marketing
capabilities.
Product Related Decisions
• Efficacy, Safety, Side Effects
Dosage/Administration and Cost comprises
Drug’s Clinical Profile.
• A new drug can be differentiated by any or all
of these criteria.
25. • Early entry combined with marketing
investment and stronger competitive
position lead to better New Product
Performance.
Market Decisions
26. • Being first to market can be the key
commercial success and for a market
leader to keep its competitive position.
Market Decisions
27. Market Decisions
On the other hand, the first marketer may
not have the same advantage because of
lacking sufficient clinical data or
marketing investment to raise diseases
and or product awareness with chemist,
physicians or even the patients.
28. First Time Product Launching
Success of First time product launching
depends on –
Sufficient Clinical Data
Marketing investment to raise disease
Product awareness with physicians, patients
or even chemists.
29. The later entrants benefited from the
awareness generated by the earlier
product and physicians confidence in
overall class benefits
Later Entrant Products
30. Like other industrial markets, customers
in the pharmaceutical industry are not
homogeneous.
Customer Group
31. Customer Group
Specific customer groups need to be
targeted for better information about their
need and understanding their behavior which
will enable the company to be in a better
position for competition.