Sanofi Company Nishina Marketing Strategy Research

Nesina,a kind of DPP-4 inhibitor,is a leading type of treatment for Type 2 diabetes and Sanofi brought it to Chinese mainland market in 2013.Sanofi has high expectations for Nesina and the performance of the medicine is very important to the company.In the rapidly changing market of diabetes prevention and control,the company urgently needs a systematic marketing strategy to improve the market competitiveness and market share of Nesina.On the basis of the comprehensive analysis of the related literature and research of marketing,this paper focuses on the theory of STP and the combination of marketing strategy.After analyzing the marketing environment of Nesina deeply,we find out the problems of the present marketing strategies and the reasons for the problems.Specifically,the present strategy ignores the third and fourth-tier cities and rural areas and the market positioning does not emphasize the differences between Nesina and other competing products.In terms of products,the product combination and product packaging are relatively simple.In terms of channel construction,the construction of open channels and the sinking of channels are weak.In terms of pricing,the price of Nesina is relatively high and lacks competitiveness.At the same time,the product characteristics are not clear and the product image publicity is not enough.According to the above problems,this paper proposes a market optimization plan for Nesina.First of all,the third and fourth-tier cities of rural areas should be included in the target market and the market positioning emphasizes that Nesina is different from other products of the previous generation and the same generation.In terms of products,Sanofi should introduce multiple dose combinations and increase canned and energetic packaging.In the field of channel construction,it should cooperate with online pharmaceutical retail enterprises,open up the channels of community hospitals and recruit agents.In terms of pricing,the osmotic pricing method is suggested and the price should be reduced to the same range of competitors.It can also use the taste and preferential combination to attract consumers to buy more times.In terms of promotion,Nesina can promote the product performance by attending academic conferences,inviting hospitals to participate in clinical trials and publishing medical journals to show good image of the medicine.It can also strengthen public relations in a variety of ways,such as free lectures,volunteer visits and community education.Finally,this paper puts forward the marketing strategy measures in four aspects,including improving the quality and ability of marketing personnel,increasing the support of marketing funds,optimizing the structure of enterprise organization and paying attention to the construction of enterprise culture.