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Marketing strategy for introduction period of new product Xanil on the Czech pharmaceutical market
Popelová, Tereza ; Čáslavová, Eva (advisor) ; Petrová, Helena (referee)
Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy
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Marketing strategy for introduction period of new product Xanil on the Czech pharmaceutical market
Popelová, Tereza ; Čáslavová, Eva (advisor) ; Petrová, Helena (referee)
Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy
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