NOVARTIS

New Product Report

Prefer more accessible

places

Suitable price:

15€ - 50€

Questionnaire Analysis

91%use

diabetic medicine

s

90%buy at

drugstores

• Afraid of side effects• Feel uneasy• Carry them everywhere

100%

don’t like using

medicines

75%have met

side effects

Users

Non-usersAlternative treatments: healthy lifestyles

100%

don’t know benefits of

our products

After

Knowing

60%would like

to take

55%would like

to buy

50%use them everyday

Market Segments

4 6 8 100

2

4

6

8

10

Children Teenager Young MenYoung Women Mature Men Mature WomenSenior Men Senior Women

Company Competitive Advantage

Seg

men

t A

ttra

ctiv

en

ess

According to our targeting map, we decided to focus on:

• Young women• Mature men• Mature women• Senior women

Market Potential: 9 425 000 000

Market Coverage: 72.5%

CAGR: 15.06%• Growth market

Products Introduction

Galvuprior• Tablet divisible, white pills, 50mg• Type 2 diabetes• Price: 24€ (30 tablets)/45€ (60 tablets)

Rosiglitazone• Insulin sensitizer (PPAR)• Control blood sugar from liver• Price: 23.90€ (30 tablets)/45.60€ (60 tablets)

Morewithless• Pills & pain free injection• Triggle the body’s natural system of healing• Price: 100€ - 200€

Positioning Map

0 5 10 15 20 250

5

10

15

20

25

30

35

40

Galvuprior

RosiglitazoneStagid

Amarel

Quality

Price

Pills

0 5 10 15 20 250

100

200

300

400

500

Morewithless

Lantus

Quality

Price

Insulin

Make Our Products Available

Market Penetration

We will grow Novartis by penetrating markets in which similar products already exist, but our goal is to gain competitor’s customers and their market share. We will also try to convince the current non-users of our products to buy our products by using smart advertising and loyalty procrams.

Market Coverage

The market coverage is differentiated in our case because we offer different products for different target groups. However, all of our products will be available simultaneously in all of the selling points:

– Pharmacies

– Supermarkets

– Hospital drugstores

Trade Offs

Internet

Retailer

Trade fair

Pharmacy

• We provide our products for all customers through the same channels.

• We also provide all of our products in the same channels.

Communicate Values to Customers

Young Wome

n

Mature Men

Senior Wome

n

Mature

Women

• Web and TV• « Keep healthy, smile with

sweet! »• Good promotion with irresistible

price• Beautiful package &

Personal postcard

• TV, radio and web• « Better health, better life »• Activity organization in

supermarket• Out calling• Gift: handcream, lotion, …

• TV, radio and web• « Success in your health,

success in your business. »• E-mail: discount,

exposition• Brochures• Gift: calendar

• TV, brochure and radio• « Be health, be

independent, do more what you want, see more in the world »

• Sales reps& out calling• Forum

Long-term Relationship with Customers

Young Women• Promotion/Product e-mails

Mature Men• Newsletters• Phone calling 1 by 1 service• Promotion: 5 + 1 for free

Mature Women• Loyalty card• Promotion: 5 + 1 for free

Senior Women• Loyalty card• Reward system• Promotion: 5 + 1 for free• Additional service

THANKS FOR YOUR ATTENTION!