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Relationship marketing class lectures_88478461-Lecture-4-Pharmaceutical-Marketing-Plan

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Developing a pharmaceutical marketing plan Dr. Taher Hamed The Marketing plan The Marketing plan is the written document that describes your advertising and marketing efforts for the coming year; it includes a statement of the marketing situation, a discussion of target markets and company positioning and a description of the marketing mix you intend to use to reach your marketing goals. The Marketing plan • The marketing plan may be Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe. A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable level of return. It generally includes analysis of the current market situation (opportunities and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected financial statements. Steps to be followed in a pharmaceutical marketing plan • Determine the nature of the pharmaceutical product you want to plan for. • Determine the product design, quality, features and packaging. • determine the product selling outlets and distribution channels for best availability coverage, transport, direct or indirect. Steps to be followed in a pharmaceutical marketing plan • Determine price profitable for the company or attractive to customers, discounts, payment period, credit. • Determine p ...
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