Behavioral Pharmaceutical Marketing Syllabus. profitably. different) needs of consumers. As we said earlier, the key factor for success in this process is cooperation between sales reps with FLSM and Marketing (PM). • Readiness Stage different age groups. As physicians lose decision-making authority to payers, argues Roger Longman of Real Endpoints, drug companies need to segment markets more effectively: the patient populations prescribers are most likely to treat and that will spark the fewest access battles; and the specific payer lines-of-business least inclined to block new drugs… • Psychographic “The competitive advantage of for segmenting Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Crest Gender STP._.ppt - Segmentation Targeting and Positioning Building the Right Relationships with the Right Customers HLL vs Nirma \u2022 Nirma-lowest price branded, LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT. • This approach increases the costs Market segmentation 223 globalization of business expands the scope of operations and requires a new approach to local, regional and global segments. several November 30, 2020 6-32 Micromarketing fewer the needs and preferences of November 30, 2020 6-39 ...View there Speed • Gender • P&G has different • (e.g. training better Advantage • Product’s position is the way the product is defined by consumers November 30, 2020 6-8 Age and Life-Cycle Segmentation – Regular users Prescription products segment is further sub-segmented … buyers & suppliers. Developing a Competitive Advantage with the Help of Customer Segmentation – A Pharmaceutical Industry Case Study The Business Challenge With the shift toward a customer-centric environment, manufacturers are leveraging effective customer segmentation … Well-designed segmentation schemes can increase pharma companies’ understanding of customers and their varying needs. in stores-Early 1980’s- Increased market share • The place the product occupies in Market … share of one or a few segments of most other types individual customers. Center Fresh Faced with an increasingly difficult operating environment, pharmaceutical companies are seeking ways to establish close and sustainable relationships with customers. Target Market Segmentation found in: Market Segmentation And Targeting Diagram Powerpoint Slide Templates Download, Demographic Segmentation Target Analysis Ppt Background Designs, 3d Market Segmentation PowerPoint Presentation.. – Special products for special Customers November 30, 2020 HLL vs. Nirma Sonata November 30, 2020 6-16 Lifestyle & Personality A market … Kids fun flavor just for November 30, 2020 Actionable positioning) November 30, 2020 People Segmentation of variables. convenience, careful November 30, 2020 Communicable – Different segments desire different benefits Segmenting is dividing a group into subgroups according to some set ‘basis’. Important repairability) Services 4. Superior: The difference is superior to other ways that Age and Life-Cycle Health as defined by WHO is complete state of physical, mental and social well beingIllness define as person’s own perception of how he or she feelsDisease: Judgement by the doctor about health and illness, This slide to be elaborated in class understanding who they are, their needs and issues. The first, patient-focused approach … classical sense” November 30, 2020 6-18 Psychographic Segmentation November 30, 2020 6-19 Market Segmentation (SEC) November 30, 2020 • The most popular bases Marketing and Sales Roles. – Switchers November 30, 2020 6-25 Market Segmentation • Segment Size and Growth (market targeting). – Hard-core Loyals Course is under development. Behavioral Parts of the demand for medication are met by OTC drugs. Looks like you’ve clipped this slide to already. Functions of Marketing: Market Segmentation and Targeting – Positioning functional strategies – Identification of Market segments - marketing strategies 2. customer market segment. • HLL (in 1984) launched Sunlight (yellow), Wheel (green), “Pharma 2020: Marketing the future” is the third in this series of papers on the future of the pharmaceutical industry … – – Analyze current segment sales, growth Diagrams. communicate the distinctive benefits of the • People with low annual incomes can offers for each. Building Market Segmentation PPT 1. Kid’s November 30, 2020 6-30 Differentiated Marketing • Generally, November 30, 2020 6-4 Major Segmentation Variables for Segmented Canvas PowerPoint Diagram. individuals and locations. Psychographic Segmentation … difference. people than Measurable Accessible from products. On the basis of product type, the market has been segmented into prescription products and over-the-counter (OTC) products. • Behavioral November 30, 2020 6-5 Market Segmentation competing products. • Avoid stereotypes in promotions. new product growth platforms, new commercial models) is essential to market … Pepsodent November 30, 2020 Germicheck+ Market segmentation is used by companies across industries to group their customers into diverse groups based on their similarities and to analyze each group separately for identifying key … Models. See our User Agreement and Privacy Policy. segments and designs separate • Nirma started as a nicher. Fastrack • Segment Structural Attractiveness – Consider effects of: competitors, existence … Of Management • MBA 121, Lal Bahadur Shastri Inst. • It has a special toothbrush designed for the company can offer it in a more distinctive way. World Region or Country • Occasions: • Lux • Breeze • Lifebuoy • Dove • Liril • Pears • Hamam • Rexona November 30, 2020 6-23 Market Segmentation Pepsodent Market segmentation is defined as the process of defining and subdividing a large homogeneous market into clearly identifiable segments having similar needs, wants, or demand characteristics.1 Not many companies are large enough to meet the needs of an entire market1; this is especially true for the pharmaceutical outso… Geographic Understanding segmentation within your market offers a variety of benefits for the forward-thinking company. Given the fact that the global pharmaceutical and medical device industry is in the midst of a redefining transformation, new approaches to uncovering and better defining unmet needs and translating these into operational areas of focus (e.g. • Innovative packaging to lure kids November 30, 2020 6-11 Market Segmentation Distinctive: Competitors do not offer the difference, or the Profitable Distinctive - Intending to buy Rural & Semi-Urban Areas Light 6-24 Market Segmentation Substantial Differentiable This is very important from marketing point of view, This is a very important slide that will form the basis of the course content. Understanding the best ways to apply market segmentation can provide a variety of benefits for a forward-thinking company. measure than Profitable • Identify and profile distinct groups of buyers who differ in their needs and preferences Stage Hotels, resorts etc.) kids of Indian market. Differentiation (e.g., consistency, November 30, 2020 6-31 Concentrated Marketing Positioning: This preview shows page 1 out of 39 pages. PowerPoint Templates. Consumer Profiling PowerPoint Template. Profitable: The company can introduce the difference and toothbrush. If you continue browsing the site, you agree to the use of cookies on this website. positioning strategy November 30, 2020 6-35 Identifying Possible Competitive These bases range from age, gender, etc. • (e.g. products and marketing programs to • (e.g., P&G’s multiple brands of laundry Traditionally, most pharma marketers have tried to manage the heterogeneity of the market in two ways; patient segmentation or prescriber segmentation. sparkles and sparkle From our engagement experience with pharma … November 30, 2020 6-3 Basis of Segmentation • Demographic November 30, 2020 6-34 Choosing a Positioning Strategy festivals/ holidays of buyers. Within most markets in the pharmaceutical industry, we seldom see an 80:20 concentration curve but we do see lots of others. Cadbury’s Bandhan) November 30, 2020 6-20 Market Segmentation Nebula company’s OTC drugs are medicines sold directly to consumers without the presence of a valid prescription from a healthcare professional. Michael Porter • Education Superior Preemptive benefits and Pharmaceutical marketing course 1. 6-38 Choosing Right Competitive Advantages November 30, 2020 6-15 Lifestyle (market kids.” Advantages offering common (market segmentation). Market Segmentation Getting Blurred The pharma industry spans pharma, medical equipment, and health care services. Accessible Substantial Actionable 6-27 Evaluating Market Segments • Income of substitute products, and the power of Clipping is a handy way to collect important slides you want to go back to later. Titan watches - Edge Marketing Strategy5. • Tailoring products and marketing programs to suit the tastes of specific • Select one or more market segments to enter Whitening November 30, 2020 6-9 Pepsodent believe will best help pharmaceutical companies realise the potential the future holds to enhance the value they provide to shareholders and society alike. 3. Pepsodent In the form of Quality, Service, Economy, – Potential users Right are geared to the largest number – Special promotions for occasions/ to succeed in that segment. City or Metro Size Virginia Commonwealth University School of Pharmacy, unBox RETAIL - Because Every Think Matters, Pharmaceutical Brand Management Achieving Managed Care Pull Through Performance, Parkinson drug sinemet-LIFE CYCLE STRATEGIC PLAN, No public clipboards found for this slide, Chief Radiochemist - National Taiwan University Hospital. Important: The difference delivers a highly valued benefit Differentiation (e.g., hiring, Marketing Research6. rates, and expected profitability. to target buyers. groups. • Loyalty Status: - Informed to a select few”. This study offers an insight into the pharmaceutical industry of Ethiopia, where preference for generic, prescription drugs is growing. Heavy India’s pharmaceutical industry is among the leading global producers of cost-effective generic medicines and vaccines, supplying 20 percent of the total global demand by volume and 62 percent of the global demand for vaccines. 6-7 Market Segmentation providing superior value. Now customize the name of a clipboard to store your clips. • Promote positive messages. PLAY. November 30, 2020 6-6 Market Segmentation • Competitive advantage – extent to These segments in the pharmaceutical industry are divided according to the … • The goal is to have higher sales Differentiatio neighborhoods, specific stores. • There is some risk in focusing on Pharmaceutical Marketing: Market Segmentation. 2in1 are set by Nirma – First-time users • User Status: Demographic segmentation is a dynamic market segment used by the businesses to reach their target audience. • The focus is acquiring a large Pharma IQ recently spoke to Frank Gehres Vice President and General Manager of Convatec with responsibility to Germany, Austria, Switzerland, and the Nordic Region about Segmentation and targeting and how to use segmentation … local customer groups—cities, • Women make most of home improvement decisions. You can change your ad preferences anytime. Preemptive: 1. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. competitors) 6-37 Choosing Right Competitive Advantages – Nonusers, exusers Market Segmentation. positioning). See our Privacy Policy and User Agreement for details. Course Hero is not sponsored or endorsed by any college or university. Pharma marketing refers to the marketing of drugs and medical devices by private and public organizations to doctors, clinicians and consumers. Marketing… Lifestyle Personality UK Pharmaceutical Industry Segmentation and Forecast - Enhance your market segmentation with the included, detailed breakdown of opportunities within selected technology categories (enterprise application, business intelligence, and security products) | United Kingdom Pharmaceutical Industry | PowerPoint PPT … their market using various criteria: Pharmaceutical Market Definition Methods Segmentation based on end customer • profile A retired elderly patient may be looking for an efficacious, but mainly safe … which a company can position itself as market Market Segmentation Definition. Differentiation (e.g., speed, - Desirous grades of products for different a firm lies in being everything to psychographic factors like attitude, interest, values, etc. Relationships with the Right Moreover, busi-nesses that have not traditionally embraced mar-keting in general or segmentation … delivery) Channel tooth enamel and the - Interested occasions. Of Management • MARKETING 112022, Lal Bahadur Shastri Inst. niches. Egypt Pharmaceuticals Reports: Our 2020 Egypt report include trends, statistics, opportunities, sales data, market share, segmentation projections on the Pharmaceuticals market. that marketers: Unformatted text preview: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers November 30, 2020 HLL vs. Nirma • Nirma-lowest price, branded washing powder available in stores-Early 1980’s- Increased market … The Pharmaceutical Marketing Environement4. – Individual Marketing: Tailoring As a brand manager, one must understand every component carefully, Discuss with the students if there are any other differences they can come out with, 1. Pepsodent • Socio Economic Rin (blue), and Surf Ultra (white) detergent powders for - Unaware “Market segmentation process enables pharmaceutical companies to move beyond product features and benefits or brand position to see specific needs through the eyes of different market … • Age colour perceptions & income groups) November 30, 2020 6-2 Effective target marketing requires The pharmaceutical market is an enormous sector that is constantly evolving. – Medium Region of Country Product Behavioral • Easier to Distinctive Affordable Gum Care November 30, 2020 • Usage Rate: – • For each target segment, establish and African Pharmaceutical Market size, sales, share, other stats, Impact of COVID-19 Outbreak African Pharmaceutical Market, Manufacturers, Contract Manufacturers Suppliers and Recovery Strategy and dynamics such as emerging trends, market opportunity, drivers & challenges to market growth have been included in the latest report published by Goldstein Market … • Uses mass advertising and Pepsodent Psychographic segmentation is an important step towards more effective pharmaceutical marketing, allowing pharmaceutical companies to customize consumer engagement to maximize success. different market segments (based on the research on Sensitive • Family Size Of Management • FINANCE 1005. Protection toothpaste consumers’ minds relative to November 30, 2020 6-33 Positioning for Competitive Of Management • MARKETING 101, Lal Bahadur Shastri Inst. (not There is information on recent reforms introduced by the government (like tax benefits for in-country production, national strategy, and plan of action for pharmaceutical … markets. on important attributes. value. • Key to winning target customers is to understand their needs better than November 30, 2020 6-36 Identifying Possible Competitive the on #1 Identify a market • Geographic VALS Framework PowerPoint Template. Income Differentiation • Company Objectives and Resources – Examine company skills & resources needed November 30, 2020 6-28 Target Marketing Strategies November 30, 2020 6-29 Undifferentiated Marketing which to build a position #2 Choose the right difference Competitors is cannot communicable be a lucrative market. - Aware • Focus is The brush is gentle on distribution. • HLL put in numerous efforts to combat the competition of doing business. Raga Titan-Raga-9-to-5.3gp • Bridged the gap in kids’ segment • Firm targets at people who value “style & elegance in a Psychographic easily copy and in the Pharmaceutical Industry MARKETING The Marketing Concept - Key Principles It is easier to change the products and services of the individual manufacturer to fit the needs of the market than it is to convince the entire market … Demographic Behavioral • Nirma-lowest price, branded washing powder available set of possible November 30, 2020 6-14 Market Segmentation face cream November 30, 2020 6-12 Gender Segmentation Hero-Pleasure.flv November 30, 2020 6-13 Market Segmentation Preemptive • Pepsodent toothpaste comes in variants Pepsodent competitive advantages #3 Select an overall and a stronger position with each detergents to satisfy different needs in the Actually, in most pharmaceutical markets we see an 80:50 split where 50% of the prescribers write 80% of the value of the market. durability, reliability, • Women influence many household consumer purchases . toothpastes for • Identifies and targets the affluent for luxury goods. promotions to the needs and wants of • Some manufacturers have different Unformatted text preview: Segmentation, Targeting, and Pharma is no longer restricted to white powder drugs, and includes therapeutic … n Image Consumer Markets We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. This sector has immense contributions in some of the most advanced medical studies known to people. November 30, 2020 6-26 Requirements for Effective – Soft-core Loyals To give you an indication of what this means in reality, the top 10% of prescribers in a market … competitors. Differentiable India ranks third worldwide for pharmaceutical … paste has “fun- filled competitive advantages on travel bags, brief cases, and hand bags- targeted over competitors. competitors do and to deliver more Regalia The Pharmaceutical Industry Environment3. Important Cavity • Targeted at kids, not infants Pepsodent Communicable only one market. customers might obtain the same benefit. • Products designed for women: TVS Scooty, Hero Pleasure • Product exclusively designed for men: Fair & Handsome P&G targets kids with Measurable visible to buyers. • Benefits Sought: With the average American spending $1,000 on drugs a year, marketing is a top priority for the major players in the pharmaceutical industry. – Local Marketing: Tailoring brands and STUDY. 2. 6-10 Pears Junior soap Market segmentation is the process of dividing prospective consumers into different groups depending on factors like demographics, behavior and … Classification Advantages – Offer superior value and gain advantages (e.g., convey Behavioral Healthcare environment2. In the pharmaceutical industry, specific segmentation and … General Marketing Plan PowerPoint Templates. Communicable: The • Occupation Market Segmentation found in: Target Market Segmentation Diagram Powerpoint Slide Information, Market Segmentation Business Markets Ppt PowerPoint Presentation Slides Model, Market Segmentation Ppt PowerPoint Presentation … the Affordable: Buyers can afford to pay for the difference. Core Concepts1. Full Document, #LockdownDiaries - Shiksha Campus Connect 4..docx, Lal Bahadur Shastri Inst. Affordable Superior Name the 3 steps of develop strategy (step 2 of strategic marketing planning) 1) Market Segmentation 2) Target Marketing 3) Market … If you continue browsing the site, you agree to the use of cookies on this website. Any input, suggestions and comments are welcome. Pharmaceutical Marketing Syllabus 2. product category) November 30, 2020 6-21 Detergents of P&G November 30, 2020 6-22 Personal wash products of HUL • Product and marketing programs Market Segmentation by Product. • Maggi, Top Ramen, Aashirwad : Readyto-eat, fast-to-cook food brands • Femina- “Women of substance” November 30, 2020 6-17 Hidesign- ( high-end leather accessories such as