Study Of Marketing Strategy Of Indapamide And Its Implementation Control

With a solid reputation and a considerable share of the market, Indapamide Tablets (brand name Shoubishan), a diuretic antihypertensive drug, is one of the key products of Tianjin Lisheng Pharmaceutical Co. Ltd. Sales of the product, however, has been greatly affected by the fierce competition from large overseas and medium- and small-sized domestic counterparts over the past few years, as is shown by doctors'decreasing interests in the product and urban hospitals'bailing out due to unsuccessful biddings. To make it worse, dealers have also been less actively involved because of the chaotic market prices. All these are undoubtedly discouraging the healthy, sustainable development of the product. In 2010, with the ongoing national medical system reform, the medicine industry will be profoundly influenced by the systems of national essential drugs, medical insurance, and tender purchase as well as the hospital system reform. This thesis aims to explore the ways to maintain a steady increase in the sales of Indapamide.Based on marketing theories, a systematic study is conducted in this thesis of Lisheng Company's Indapamide. First, the macro-environment, the market of anti-hypertensive drugs and the rival companies are analyzed. In accordance with the 4P marketing concept, Indapamide is then analyzed from the aspects of the product itself, the price, the channel, and the sales promotion. A further analysis is made based on SWOT Matrix. Together with the marketing target and the market positioning, the marketing strategy of the product is formed. Finally, to ensure the successful implementation of the strategy, a solution is proposed to counteract the intra-company factors that may affect the implementation.With regard to the current difficulties of the product, a detailed marketing strategy is put forward from the perspectives of brand image, service, channels, and academic promotion so as to stimulate its expansion to the rural market, and to solve the problems of varying prices in different sales channels, low academic status, and disadvantageous drug biddings. Since the internal management of an enterprise guarantees the implementation of any marketing strategy, by illustrating some of the problems in the internal management of Lisheng company, suggestions and plans are provided in this thesis from the aspects of system construction, training, team cohesiveness, and performance assessment.