YP Pharmaceutical Duphalac Marketing Strategy

Since the21th century, as the social aging,rapid modern life tempo, eating habits change, the effects of social and psychological factors, the incidence rate of constipation increases year after year. Constipation, a negligible illness, becomes a common disease which threatens to human health. Faced with giant constipation medicines market,pharmaceutical enterprises worldwide input more efforts on constipation medicine research and develop. However, if enterprises want to seize more market share and gain competitive advantages in the fierce market, thus ensuring the products to remain invincible, they must find out the marketing model for their own development in accordance with the overall medicine environment. The marketing model includes clear marketing positioning, fine market segmentation, flexible marketing method,etc.YP Pharmaceutical, as a leading global Multi-product diversified Medical and healthcare enterprise, is always devoting to exploring new drug, new technology, and new method of health maintenance. Its products cover medicines, nutrition, medical apparatus and instruments, diagnostic equipments, and reagent and so on. In the field of medicine, there are production lines of digestion, angiocarpy, gynecology, urinary and neuro. Among them, digestion production line has the richest products, including7products which cure hepatopathy, pancreatic diseases and digestive tract disease. Duphalac is one of the products which has the largest sales volume in the digestion production line, and it is mainly used to treat Chronic or Habitual constipation and hepatic encephalopathy.Taking YP Pharmaceutical as example and Duphalac, which I am responsible for sale as study object, taking full advantage of marketing theory knowledge, this paper analyzes Duphalac, in terms of its features, from the aspects of price, channel, marking model and others. Then its marketing strategy is formulated based on the SWOT analysis and its marketing objectives. Finally, by analyzing internal factors in the enterprises, the paper finds out the factors which affect the marketing strategy implementation, and puts forward the solution to ensure the smooth implement of the marketing strategy.By the study of Duphalac made by YP Pharmaceutical, this paper draws a conclusion that with the rapid development of current market economy, to achieve unwavering success, enterprises must follow the market development to make continuous adjustment, thus becoming increasingly strong. Meanwhile, enterprises must make constant innovation to gain development in the tense competition.