MARKETING STRATEGY

Introduction
Brand name RABEPROZ Company name HARPZ PHARMACEUTICALS Active pharmaceutical ingredient (salt) - RABEPRAZOLE

RABEPRAZOLE is a potent Proton pump inhibitor (PPIs) Proton pump inhibitors (PPIs) are a group of drugs whose main action is a pronounced and long-lasting reduction of gastric acid production. They are the most potent inhibitors of acid secretion available today. It is claimed to cause fastest acid suppression and to aid gastric mucin synthesis.

MARKETING STATEGY TOOLS

SEGMENTATION RABEPROZ is used as a anti ulcer drug and other peptic ulcer risks such as GERD, so gastritis patients segment is the main concerning area.
TARGETING GASTRO DOCTORS POSITIONING Tricity (Chandigarh, Mohali and Panchkula) DOSAGE FORM available in tablets only
DOSAGE ( AMT.) 20mg tablets

 PRICING Rs 22.50 only PACKAGING - containing 15 tablets per strip COMPETITORS BRAND COMPANY Above 5 Pfizer ltd Razo Dr.Reddys lab Rablet Lupin Rabium Alembic Happi Eisai Rabemac Cipla Rabekind Mankind

Good marketing strategy includes:

1. Market profile: size, competitors, stage of growth. 2. Customer segments: groups of prospects with similar wants & needs. 3. Competitive analysis: strengths, weaknesses, opportunities and threats in the landscape. 4. Positioning strategy: how youll position your offering to focus on opportunities in the market. 5. Value proposition: the type of value youll deliver to the market

PROMOTIONAL MARKET STRATEGIES FOR RABEPROZ

Delivering the reminder cards and free samples to the doctors. Establish RABEPROZ as most preferred PPI as compared to others by providing their advantages over others. Promote by patient assessment questionnaires and posters or patient communication tools. Lesser rates of RABEPROZ than its competitor brands.

 Providing bulk order schemes or coupons to the stockist/retailers. Increase the brand promotion by providing scientific gadgets and journals to the doctors.

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