2002 Lamisil new product marketing campaigns.docVIP

 PAGE \* MERGEFORMAT 8 2002 Lamisil new product marketing campaigns Total: 522 Qualifying Score: 24 Carried out exchanges with unit: Sino-US Pharmaceutical Co., Ltd., Tianjin SmithKline, Gray Advertising Description: athlete’s foot medicine on the market is not only the existence of nearly a decade of history and credibility of the national leading brands - Xi’an Janssen of Miconazole, it holds an absolute leading position in the market; Moreover, there is considerable influence of the local brands, such as the ring benefits, fu-ki, the United States grams and so on. Have a good product in under the premise Lamisil accurately identify their target audiences, and in the target audience quickly and efficiently established a brand awareness. On-site presentation Here, we were talking about a non-prescription drugs athlete’s foot medicine, talk a little brand new entrants how to challenge a market leader in brand story. First look at China’s athlete’s foot medicines market. 30% of the Chinese people have athlete’s foot medicine needs of 10-15 million in this market, Miconazole share 60% of market share, has the absolute leadership In addition, Xi’an Janssen strength in the access and Hospitals have a very good foundation. Miconazole not only occupy the absolute market share, but also in the reckoning of consumers have occupied a very important position, 82% of consumers are satisfied with Miconazole. However, we found an interesting phenomenon, many Chinese athlete’s foot patients were died, and medication also has inertia, so we actually have to overcome consumer inertia, this is the most important place to start. Lamisil products truly achieved the bactericidal and bacteriostatic, although very small heads, the price is high, but good results. Therefore, Lamisil must be based on extraordinary gesture to enter the market for shares to be successful. We know that Lamisil is the drug of this product, but consumers do not know, it is necessary to re-educate co