edf40wrjww2CF_PaperMaster:Desc
Marketing Plan
of Painol Medication
Prepared for
Dr. Kerstin Cruz
President
Kerstin Pharmaceutical
Guaynabo, PR 00959
Prepared by
Vanessa Rodríguez, Pedro Costa, Ronald Mendoza, Felipe Rivera
Marketing Department
Cromef Biosciences
August 10, 2005
2010 Ave. Perisférica
Guaynabo, PR 00929
August 10, 2005
Dr. Kerstin Cruz
President
Kerstin Pharmaceutical
1010 Ave. Tintillo Gardens
Guaynabo, PR 00929
Dear Dr. Cruz:
Here is the report you requested in June for marketing plan program of Marinol medication with the reasons of why it doesn’t have good acceptance in Puerto Rico market.
During the month of January from the present year, we received a communication from our clients implying their preoccupation about the low acceptance and poor sales of Marinol medicine. They also inform that our consumers have experienced some difficulties swallowing the pill.
Based on the research made during the past two months we have found that the negative propaganda on the media created by morality groups relating the Marinol brand with the Marihuana drug has created the low acceptance of the medication among patients, doctors and drug stores.
Also, we have found that the pill size and texture it’s not easy to swallow. For these reasons we are recommending the following strategies on the marketing of this product.
• Change the Marinol brand for Painol.
• Lower the profit margin on the costs to reach more competitive prices.
• Change the p ...