A Study Of Januvia Marketing Strategy Of Company M

With the improvement of residents' living standards,chronic diseases such as hypertension and diabetes have become major chronic diseases threatening human health.Not only residents but also the country is also bearing huge economic burdens.In recent years,with the development of scientific research on the islet function,new drugs for the treatment of diabetes spring up considerably.Especially the past 10 years,there are many first-in-class of innovative drugs in diabetes therapy,such as the dipeptidyl peptidase-IV inhibitor(DPP-4i)and sodium-dependent glucose transporters(SGLT-2),that is undoubtedly a good news for diabetes patients.But at the same time,the diabetes market is becoming more and more competitive: a large number of me-too drugs were produced.Major international and domestic pharmaceutical companies are hoping to gain a foothold in the diabetes market.At this time,it is necessary to find the appropriate product positioning,strategic direction and develop effective marketing strategies according to the internal and external environment of the company.Company M is a world-renowned pharmaceutical company which is a global leader in cardiovascular,oncology,and vaccines.In 2006,the birth of Januvia opened the door for Company M in the field of diabetes.Since Januvia is the world's first dipeptidyl peptidase inhibitor(DPP-4i),it successfully obtained the absolute market share advantage of dpp-4i market.Although this product have been appeared on China in 2009,but because of the limitation of China Medical Insurance policy,Januvia did not hit on its hand as it was in global.not only that,but at least five similar competitive products appeared on the market.In 2017 all the DPP-4i products are approved by health policy,the market growth of over 100% a year.Competition among similar products is becoming increasingly fierce.As countries encourage innovation drugs,consistency evaluation policy gradually implemented,new drugs to accelerate listed as well as the product life cycle shorten year by year.How to win customer recognition and expand business channels quickly,set up and expand sales team and cooperate with other department is more and more important And indeed it has become a very worth thinking issue.This study is based on my practical work in company M as well as my understanding of the medical market,the integrated use of learned theoretical basis and market research analysis model,with Januvia as the research object,I analyzed company M internal environment and external macro market,features of Januvia and its advantage and disadvantage.Explored its opportunities and challenges.