Study Set Content:
For those with heart ailments, fever, and headaches.
Aspirin United Home products
For all age groups, for body resistance, for quenching thirst, the family juice drink.
Cetrin Drinks
For dietary supplements and for reserve energy; for the sports-minded and highly active executives.
Revicon Forte tablets
To keep flowers in vases last longer
Aspirin
For respiratory infections and open wounds
Penicillin G Tablets
On specific product attributes
Enercon C Tablets, Revicon Forte Tablets
On the needs they fill or the benefits they offer
Alaxan Tablets, Enervon HP Powder
According to usage occasions
Cetrin Drinks, Neozep Tablets
For certain classes of users
Nutroplex Syrup, Johnson & Johnson Baby Shampoo
Directly against a competitor
Biogesic against leading analgesic in the market, Cetrin drinks versus ordinary juice drinks
Away from competitors
Alaxan Tablets positioned as a muscle relaxant instead of just for pain, UHP Aspirin not just a pain reliever
For different product class
Myracof-T Tablets, Aspirin United Home products
Combination of positioning strategies
Cetrin Drinks , Revicon Forte tablet
Product class and situation
Aspirin, Penicillin G Tablets
There are nine possible positioning strategies for drug products and these are:
On specific product attributes
On the needs they fill or the benefits they offer
According to usage occasions
For certain classes of users
Directly against a competitor
Away from competitors
For different product class
Combination of positioning strategies
Product class and situation
Steps in the Positioning Task
1. The drug company first ()a set of possible competitive advantages upon which to build a position.
2. After having enumerated all the possible competitive advantages, the company now firmly selects the right () advantages to build a strong product position.
3. After selecting the best ()choice of competitive advantage, the company effectively communicates and delivers the chosen position in the target market.
identifies ,competitive, balanced
Each firm, therefore, must build a unique bundle of () advantages that appeal to a substantial group within the segment, or sub-segment in the drug industry.
competitive
While it is true that a product’s position can easily be copied by competitors and hence is highly “perishable”, it is highly suggested that the firm continually () new potential competitive advantages, introduce them one by one, in order to keep the competitors off-balance.
identifies
Positioning the company and products thus calls for ()() action not just talks and this requires creativity, patience, and full understanding of the needs and wants of consumers vis-à-vis competitors in the marketplace.
concrete and immediate
Best Competitive Advantage Finding the best competitive advantage may be classified into four areas:
1. (), in the area of bioavailability and bioequivalence tests.
2.(), of raw materials from own chemical plant.
3. ()y, of drug products within international and BFAD requirements. 4. (), beyond the 4 P’s of the marketing mix.
Technology, Cost, Quality, Service
