Zhuanghe Aweto Antitussive Marketing Promotion Research

Theses years, the pharmaceutical markets have been buyers' ones after the rapid development of the medical industry, and the competition becomes more severe. As the important part of pharmaceutical markets, OTC markets face more challenges in marketing.In this background, the Hi-tech Zhuanghe Company developed a new product named Aweto Antitussive in 2003. This paper discussed the feasible measures of OTC marketing by the process of Aweto Antitussive marketing design. Additionally, this paper is wanted to be assist to OTC marketing practically. There are five chapters totally, from market analysis to marketing decision-making, and to implementation of strategy.Chapter 1 is the introduction of topic background and researching route. Chapter 2 is the market research of aspiratory medicine. First, the general situation of Chinese pharmaceutical markets is introduced. Then OTC markets are analysed and relevant marketing strategies are brought forward. At last, antitussive markets are researched in this chapter.Chapter 3 is the course of target market selection and product's position. The relevant conclusion is made after markets research.Chapter 4 is the process of marketing mix making. The strategies of product, price, place and promotion are devised in this chapter.Chapter 5 is the introduction of marketing strategies execution and control. A series of measures are made in marketing targets setting, organizational structure establishing and place controlling.