Chapter 1. Indian Pharmaceutical Market Overview
1.1 Scale of Pharmaceutical Market
1.1.1 Domestic pharmaceutical market
India is among the fastest growing pharmaceutical markets in the world. The domestic pharmaceutical market recorded sales of US$ 7.3 billion in 2006 with a growth of 17.5 per cent over the previous year.
1.1.2 Pharmaceutical Industry
The Indian pharmaceutical industry
Target Markets
▲ 담배 광고 집행자 2/3는 담배광고가 10대에 대한 것이라고 대답
▲ R.J 레이놀즈는 말보로의 고객을 뺏어오려 Joe Camel이란 캐릭터를 사용
▲ 가족이나 친구에 의한 담배 흡연 보다는 사은품이나 광고 노출에 의해
10대 흡연이 시작
▲ 미국의 흡연 문화로 인해 아시아나 기타 국
1. Introduction
Companies need to add more value and deliver superior services to customers. So companies try to more engage, listen, and respond to their customers to bolster customer satisfaction. Also to maintain customer relationship, considering the state of the economy of these days, marketers must develop new and innovative strategies and tactics that differentiate their companies’ pro
devices
(1) Phytoncide
- Phyton : ‘Plants’
- Cide : ‘Kill’
- Found in early 20C
1) Market Attractiveness Analysis
3. Suitability
① Suitability of firm's vision
a. Vision : “We are committed to human healthcare”
-> Suitable
② Suitability of market & marketing mix
a. Pharmaceutical firm,
Customers = Wholesalers & Large hopitals
-> Unsuitable
to doctors who make decision about pharmaceutical prescription
The goal of this policy is increasing a sense of cost to doctor and improving medical treatment.
Characteristic
Doctors are able to get an incentive when they make a goal that follows the guide-line or expends some cost subject to budget.
Direct way: Affecting doctor’s income
Indirect way: Profit for clinics or patients