Plan de mercadeo para el relanzamiento de un producto de marca frente a los genéricos

Abstract

The general objective of the following study is to develop a marketing plan for the product Omnic® with a new presentation which will prevent, for a time, the entry of generics, thus recovering the share of market in which it competes. Among the specific objectives of this study are knowing the actual situation of Benign Prostatic Hyperplasy, as well as exploring the opportunities and necesities of the segment. Also finding new strategies, activities and promotional expenses suitable for the new product presentation. This study is descriptive and is supported on primary sources such as previous investigations contracted by Tecnoquímicas S.A. through external researchers to the urologists, in order to know their prescription habits, and reasons of preference, among others; it is also based on secondary sources such as IMS, a market auditory which measures the sales volume in units, dossages and values of the product and its share of market against the competence. Additionaly, Close Up Colombia measures the share and volume of prescriptions generated, which is a management indicator used by the farmaceutical industry. This study also shows the prescription information of the different medical specialties.