The message conveyed by the pharmaceutical major that Sanofi-Aventis is the slogan "Because Health Matters?. The communication will be the same in all countries but the emphasis of the message that Sanofi-Aventis is trying to get across with the techniques mentioned above will be the same in Japan and New Zealand but different in Nigeria. In Japan and New Zealand, the message will focus on safety and efficiency of the product. The message is very serious and the required image is that of an innovative, ?quality first? company. Sanofi-Aventis will not use comparison except in terms of prices. This is because their main competitors are well-respected market leaders whom they cannot criticize; the only way to beat the competition is to be more innovative and cheaper. The target that Sanofi-Aventis are trying to persuade includes doctors, physicians, medical professors and government officials so the image will not be glamorized by celebrities. In Nigeria, the message is directed to focus on education and price. Sanofi-Aventis need to show doctors and the general public that they should be using the most sophisticated drug possible. A large amount of the population does not have access to medicine because it is too expensive, and Sanofi-Aventis need to emphasize the message of affordable and accessible drugs.
[...] The life cycle of a drug depends on when it is introduced into the New Zealand market and also how long a similar product has been on the market. The bargaining power of a new product with no or really “poor” competition is greater and the product will easily be subsidized thus having a greater market share because in general, the public want to use the subsidised products. 3-Brands Since pharmaceuticals products are related to human health and safety, the Institutional name is important because it reinforces the quality perception of the product. [...]
[...] Their current strategy will be to move up even higher in the rankings[8] 5-Negotiation Power/Bargaining Power- due to their worldwide reputation, Sanofi-Aventis should have a reasonably strong bargaining power in Japan. 6-Competitors Prices- for a similar drug, the competitor will have the same price because the prices are fixed by the government. Sanofi-Aventis must try to beat competitor prices with their more innovative, unique drugs 7-Currency Situation- Fluctuations in currency exchange rates could adversely affect the results of operations and financial condition. Sanofi- Aventis are particularly sensitive to movements in the exchange rates between the euro and the U.S dollar, the British pound and the Japanese yen. [...]
[...] • Medsafe allowed the use and sale of a medicine in New Zealand. The Pharmac set a reference price of reimbursement using the reference pricing policy. Nigeria • High potential demands and needs • Increase presence in Africa • After studying 2 developed countries we decided study a developing country Current situation Current Situation in Japan Pharmaceutical Industry: Japan is the second largest pharmaceutical market in the world. Currently, there are about 1,250 drug companies operating in Japan, including 150 subsidiaries of US and European multinationals[2]. [...]
[...] By doing a partnership with a local company, Sanofi-Aventis might be able to control the price and keep the price lower than that of the competitors. Therefore the ethic aspect which is very important for the firm will adhere too and customers will be able to purchase good quality medicines at a lower price. This partnership might allow Sanofi to detach itself from other competitors and remain profitable thanks to the partnership. Pricing Factor Pricing factors - Japan Japan is the world's largest price-controlled market for prescription drugs. [...]
[...] However, in order to reduce the ever increasing health care bill, the government may introduce a law for near compulsory prescription of the generic drug Criteria for segmentation Geographical zone- this will be difficult to decide which geographical zone to target because the general practitioners are spread out throughout the country. It is doubtful that Sanofi-aventis only target the doctors near to the headquarters and production centres. Medical representatives will be placed all around the country to try and target as many doctors as possible. [...]
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