Marketing Strategy for Pantozol iv at The Mature Stage of Its Product Life Cycle

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Hazairin, Ahmad and Alfonso, Lin and Ferdi, Antonio and Nugraha, Indra and Villa, Sanny and Adji, Wringinmas Krishna (2009) Marketing Strategy for Pantozol iv at The Mature Stage of Its Product Life Cycle. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Pantozol is a brand of pharmaceutical prescription product with active ingredient pantoprazole invented by company called Nycomed and produced in Germany. It is categorized as ant ulcerant drug. At this present time, it is marketed in many countries. In Indonesia, Nycomed licensed Pantozol to PT Pharos Indonesia ("PT Pharos"), a well-established domestic investment pharmaceutical company that has good reputation amongst pharaceutical companies in Indonesia, as their local partner to market the product in Indonesia. Pantozol iv was launched by PT Pharos in year 2002. Since then, Pantozol iv has acted as the growth engine for PT Pharos Indonesia With approximately 21% of ethical business sales and 12% of total company sales in 2008, Pantozol iv has become the biggest sales revenue and profit contributor to PT Pharos among others Pharos products. However, the recent growth of the new players that entered the market had forced Pantozol iv to grow below the average growth of the class If the current conditions remain the same, Pantozol iv would loss its market share further as well as its opportunity to generate the value for the company. In the mean time, the "me too" or copy products with the same generic pantoprazole will soon be available in the market and become further threat for Pantozol iv. Considering the above said conditions, this project performed market analysis of current conditions of Pantozol iv, in order to recommend the necessary marketing strategy to ensure the continuation of the products as the company's growth engine. It is expected that the recommended strategic actions would be possible to be executed effectively by PT Pharos to secure its target and achieve annual 26% growth in sales units or equivalent with 36% in sales value for Pantozol iv in year 2009, and 20% in sales units and 34% in sales value in 2010. The analysis was done on data collected from field market survey, PT Pharos sales historical data, and the data from surveyor IMS IHPA. The Field market survey was conducted using a quantitative method. The survey was done on the respondents that consist of physicians (internists and intensivist) and medical rep. Physicians are considered as the customers for Pantozol iv since even they are not the end consumers of the products, their role is more important than the patients to determine the number of product sold.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 17 Jan 2020 02:19
Last Modified: 22 Jan 2020 02:48

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