The Relaunch of an Ethical Product as an OTC Product in the Central American Pharmaceutical Industry
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Authors
Silva, Liza María
Issue Date
1991
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
Upjohn Guatemala is a subsidiary of Upjohn Company in Kalamazoo, Michigan. This subsidiary distributes its products to all Central American countries.
Each Central American country has experienced
different political and economic changes in the last
few years. At present, each country offers to
multinational organizations multiple challenges and
opportunities, since the markets are still in a
development stage. The potential is great in spite
the political and economic problems of the region.
A general overview of Central America's situation
is presented, in order to describe each country's
present conditions. This information is essential
to plan investments wisely, and to provide a basis
for outlining goals and strategies to develop the
business. This information is also necessary to
prepare a marketing plan. Only with it can priority
be given to the markets with strongest potential.
An overview of the Central American pharmaceutical
industry is also presented, to show how this
industry is divided into different markets, as well
as how the central American countries participate in
these markets. Finally, this information indicates
which are the leading laboratories in the
pharmaceutical industry.
This study served to identify Upjohn's position in the
pharmaceutical industry, its competitors,
participation and opportunities.
market
Price structures, statistical sales
pharmaceutical industry divisions and
distribution channels are also described.
analysis,
sales and
The Cold Remedy Market is divided in Ethical
Products (sold through prescriptions in
pharmacies) and Proprietary or OTC "over the
counter" Products (sold by promotional investment).
Upjohn's cold remedy product, cheracol capsules,
being an ethical product, has been sold only in
pharmacies, competing with OTC products, supported
by good promotional campaigns, by means of mass
media: radio, television, press, etc.
Occasionally, the competition offers "push-money";
a tactic in which a company gives extra money to the
pharmacies' salesclerk for promoting their products.
Upjohn is an ethical company that offers free
samples of Cheracol to the pharmacies' salesclerk or
pharmacies' owners but no "push-money" • This has
left Upjohn at a disadvantage in the market with
Cheracol.
For this reason,
relaunch Cheracol
Cheracol will be
Upjohn's 1991 objective is to
Capsules as an OTC product.
strongly supported by promotional
investment, in order to compete with other OTC products,
like Tabcin, Contac X and Desenfriol-D, which not only
are distributed in pharmacies, but also in supermarkets
and stores.
In order to prepare the Marketing Plan for Cheracol,it
was necessary to study its historical sales, market share
and marketing position. By the end of the ten-week SIP
period, the Marketing Plan for Cheracol was finished and
presented to the top management.
Preparing a Marketing plan for Upjohn was a very
gratifying experience. It was a good opportunity to
apply all of the academics I have had at Kalamazoo
College. It taught me many things about an
organization and its operations, and broadened my career
opportunities.
Description
vi, 77 p.
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