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Acknowledgement
First of all we bow ourselves before almighty ALLAH, the merciful &
beneficent for empowering us to start & complete this assignment.
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Segmenting, targeting & positioning for Pizofen
Table of content
2. Introduction
6.1. Segmentation
6.2. Targeting
6.3. Positioning
6.4.1. Product
6.4.2. Price
6.4.3. Place
6.4.4. Promotion
7. Recommendation
8. Conclusion
9. Source
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Segmenting, targeting & positioning for Pizofen
Rupshi, Narayangong, in the year of 1990. Operating its activities for over the last 19
years, the company is trying to significantly contribute towards the augmentation of the
standard of living by bringing high quality medicine at the door step of their customers.
The commercial production started in April 1992 with 8 (eight) antibiotic products
Right now Navana has more than 150 products with different dosage form like Tablet,
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Segmenting, targeting & positioning for Pizofen
2. Introduction
The anti-migraine has a few major producers of which Navana holds market share of
slightly less than 35 %. Other competing brands like Avidro, Pizo-A, Migranil,
Navana, with the aid of its heavy promotional activities, has been able to penetrate the
market. But the other producers in the industry are posing a threat towards Navana’s
market share as they have moved towards the general promotion to all doctors.
Therefore, Navana Pharmaceuticals should undertake further steps such as moving
towards the general practitioners segment with innovative promotional activities to its
command in the industry.
Pharmaceuticals Ltd. The main purpose of the report is to find what strategies the
company uses to market its successful brand Pizofen, in Bangladesh.. The report
discusses the process of using market segmentation, target marketing, positioning, the
analysis.
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Segmenting, targeting & positioning for Pizofen
strategies of Navana Pharmaceuticals Ltd... As the company operates in the market with
Pizofen. Most of the information used in this report is from primary sources. The main
Strength:
Good relation with doctors through skilled Medical Promotion Officer (MPO) &
Practice (cGMP).
Navana Pharmaceuticals is the sister concern of Islam group which is the one of
Weaknesses:
• Customer lists not tested.
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Segmenting, targeting & positioning for Pizofen
Strength:
treatment & it is offered in two strength which offers wide range of treatment
options.
• Safety profile: Pizifen is safer than any other indirect competitors brand
• Fewer side effects which convey the doctor to prescribe confidently for his
patient
Weakness:
1. Weight gaining for long term use
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Segmenting, targeting & positioning for Pizofen
Bangladesh. Moreover some survey reports also reveal the same result.
Though Pizofen is the highest selling Anti-migraine product in Bangladesh, it does not
go for traditional mass marketing as an OTC (over the count) drug. As Doctors are the
first customer of Pharmaceuticals products/medicine & what they are prescribing for his
patients, they just purchase according to prescription. So, the company segmented the
Rural practitioner (doctor cum chemist, LMAF): In village area poor people
come to this type of practitioner with different minor case like fever, headache,
and pain etc but they are not skilled enough to diagnose any severe or critical
diseases.
General practitioner: This group is having MBBS degree but they are not
diseases visit them. They actually treat all type of disease without complexity
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Segmenting, targeting & positioning for Pizofen
where others are failed to diagnose the disease pattern. More over here higher
middle class & higher class people visit very frequently for their health care.
as well as patients who are not satisfied with treatment of general practitioner coming to
the specialized doctor .The prescription of these doctors are followed by rural & general
practitioner. Among the specialized doctor particular for migraine treatment, the target
doctor will be
• Neurologist
• Medicine specialist
• Ophthalmologist
Specialized
practitioner
General Practitioner
Rural practitioner
better product attributes, price and quality, offering the product in a different way than
the competitors do. The company offers improved safety & quality of products in the
industry at an affordable price with high branding, But in case of Pizofen it is offered as
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Segmenting, targeting & positioning for Pizofen
The market share of the company in the preventive treatment for migraine is around
35%.
The positioning of Pizofen is given below & strictly maintained in all promotional
activities.
Pizofen-Brings Migraine Patients to Light
Common migraine
Classical migraine
Retinal migraine
Basilar migraine
Menstrual migraine
7.4.1 Product:
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Segmenting, targeting & positioning for Pizofen
quality for the product. The brand name is coined in a very logical way that indicates
the generic name of the product. The Formula of Pizofen given by Research and
Pizifen is offered in Market in tablet form with 2 strength (0.5 & 1.5 mg) according to
doctor concern to treat migraine. According to patient’s condition doctors can choose
the strength (0.5 & 1.5 mg) which can vary according to patient’s ages & severity.
It is very important to create the right packaging and brand image in order to catch the
attention of the customer. We also strive to catch the salesperson’s (Medical Promotion
Officer) attention too because they have to be convinced of the idea before they will sell
it confidently.
7.4.2. Price:
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Segmenting, targeting & positioning for Pizofen
Markets of Pizofen are primarily specialized practitioners & patients come to this type
of doctor when general practitioner can not satisfy them with therapy. Price does not
matter to patients at that case but in case of medicine there is price constraint to set
because Pharmaceuticals Company has to get price approval from drug administration.
So price can not be too high to purchase. But if a doctor prescribes this product one has
to continue the therapy for a long time (at least six month), so opportunity here to
generate more prescription to sale the product .Consequently price is fixed on the basis
of consumer buying capability .Navana wants to attract customers and gain their loyalty
7.4.3 Place:
Place in the marketing mix, is not just about the physical location or distribution points
bringing products to the end consumer. Here we show how Navana distributes it’s
product to end-user.
Navana Pharmaceuticals
distribution model
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Segmenting, targeting & positioning for Pizofen
Navana. has a huge distribution channel for it’s products all over the country. The
company has 18 huge warehouses, one in each division of Bangladesh, where the
product goes after they are manufactured at Rupshi factory.There is a list shows the
The company use its own fleet of transport for distributing its product as well as
6.4.4 Promotion:
spends almost 20% to 30% of its net sales of Pizofen for promotional activities .
As doctors are the prime concern to create demand through prescription ,a motivated
(literature,drop card) & gifts iteam to convice doctors & keep good relation.
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Segmenting, targeting & positioning for Pizofen
The Medical Representative (MR) of Navana uses sales promotion, public relations and
advertising to communicate effectively. The doctor perceives it and responds to it either
to medical representative directly or in form of Rx (prescription). If the medical
representative gets the required response for his product, it shows that the perceived
value of message communicated to the doctor is equal to value created. The algorithm
given below is pre-requisite for ideal communication. Feedback is vital in this model as
it gives way for reconstruction of the message and improves its perceived value.
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Segmenting, targeting & positioning for Pizofen
The company relies on personal contact with retailers to establish the products in their
stores. This contact, whether in-person or by phone, helps convey the message,
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Segmenting, targeting & positioning for Pizofen
8.Recommendation
9.Conclusion
The Pharmaceutical industry of Bangladesh is rapidly growing sector. The demand for
this product is very much high in terms of disease privelence. Navana Pharmaceuticals
is providing Pizofen. at a price which is affordable to most of the patients in the
country. Pizofen is an uprising product in Bangladesh as a greater portion of the
population, both male and female, are now getting more health conscious. Navana
Pharmaceuticals with heavy promotional activities, has been able to penetrate the
market.
With two strength, two pack size, international standard and high quality design, as a
product, Pizofen has been highly successful over the years. Its distribution process is
highly efficient. Its promotional activities, like sampling,Seminer,Gift ,Visual aid has
been a milestone in attracting a huge number of customers. Overall with its marketing
activities Pizofen has been a successful brand.
10. Source
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Segmenting, targeting & positioning for Pizofen
1.Navana Pharmaceuticals Ltd
2.Group discussion
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