International Marketing Plan for Blackmore's Cold and Flu
International marketing plan
Blackmores Cold and Flu
Table of contents
Executive Summary 3
Product description 4
Market Description 6
Market 6
OTC Medicine features 7
Main self-medication product groups 7
OTC categories in India 8
Comparison with competitors’ product 8
Direct and indirect competitors 8
Factors that make Blackmores stand out from its competitors? 9
Target market size 10
Government Participation 11
Marketing processes 12
Marketing objectives via new strategy of implementation 12
Product adaptation 15
Promotional mix 15
Advertising to the general public 15
Promotion via health care providers 16
Distribution from origin to destination 17
Channel management 17
Distribution processes 18
Price determination 19
Conclusion 21
References 22
Executive Summary
Choosing India as a destination to market Blackmores’ Cold/Flu Night & Day may seem radical; however the company has strong belief that this will benefit them not only in the short run, but in the long run too. India is reported to have one of the fasted growing pharmaceutical industries in the world with advanced technologies and many other contributing factors, which can be adopted by Blackmores to become a market leader in their industry.
Currently the industry is highly regulated; however trends seem to be changing. Factors contributing to this change are the sheer size and growth of Indian domestic pharmaceutical industry, which as a result makes it increasingly difficult for the government to regulate every firms. Secondly pressure being applied from World trade Organisation to speed up discussions within the national government to improve patent protection. This will result in providing foreign pharmaceutical firms being provided improved marketing opportunities in the Indian Enormous Drug market over years to come. Blackmores however would like to get a head start and move in to get a strong foothold in this industry by marketing the Cold/Flu Night And Day
Blackmores Cold and Flu
Table of contents
Executive Summary 3
Product description 4
Market Description 6
Market 6
OTC Medicine features 7
Main self-medication product groups 7
OTC categories in India 8
Comparison with competitors’ product 8
Direct and indirect competitors 8
Factors that make Blackmores stand out from its competitors? 9
Target market size 10
Government Participation 11
Marketing processes 12
Marketing objectives via new strategy of implementation 12
Product adaptation 15
Promotional mix 15
Advertising to the general public 15
Promotion via health care providers 16
Distribution from origin to destination 17
Channel management 17
Distribution processes 18
Price determination 19
Conclusion 21
References 22
Executive Summary
Choosing India as a destination to market Blackmores’ Cold/Flu Night & Day may seem radical; however the company has strong belief that this will benefit them not only in the short run, but in the long run too. India is reported to have one of the fasted growing pharmaceutical industries in the world with advanced technologies and many other contributing factors, which can be adopted by Blackmores to become a market leader in their industry.
Currently the industry is highly regulated; however trends seem to be changing. Factors contributing to this change are the sheer size and growth of Indian domestic pharmaceutical industry, which as a result makes it increasingly difficult for the government to regulate every firms. Secondly pressure being applied from World trade Organisation to speed up discussions within the national government to improve patent protection. This will result in providing foreign pharmaceutical firms being provided improved marketing opportunities in the Indian Enormous Drug market over years to come. Blackmores however would like to get a head start and move in to get a strong foothold in this industry by marketing the Cold/Flu Night And Day
References: Belch, G. & Belch, M. (2001) Advertising and Promotion, McGraw Hill, Australia Bhangale, V.(2007) Cateora, P. & Graham, J. (2009) International Marketing, McGraw Hill, Australia Czinkota, M Dumont, J-C. & Lemaitre, G. (2009) Counting Immigrants and expatriates in OECD COUNTRIES: A new perspective. Retrieved October 16, 2001, from http://www.oecd.org/dataoecd/27/5/33868740.pdf. Fletcher, R., Brown, L. (2008), International Marketing - An Asia Pacific Perspective, 4TH Edition, Prentice Hall, Australia Keegan, W Kotler, P. & Armstrong, G. (2006), Principles of marketing, 11th edition, Pearson Prentice Hall. Media Contact Resources Neoncarrot (2009). Indian Tourism Statistics. Retrieved October 16, 2001, from http://www.neoncarrot.co.uk/h_aboutindia/india_tourism_stats.html#touris . Pharmaceutical and drug manufacturers (2010). Pharma Industry Statistics. Retrieved October 16, 2001, from http://www.pharmaceutical-drug-manufacturers.com/pharma-industry-statistics/. William, G. (2007). The Emergence of India’s Pharmaceutical Industry and Implications for the US Generic