Introduction:
Being the division of Eli Lilly Canada Inc,launch of Micotil is critical to the success of Provel.The new product has many strengths and key distinctiveness.The potential market is large and expected to grow rapidly in the future.But the market also competetive involved 3 key products with their own characteristics and wide range of price. How to launch Micotil successfully? The marketing decision of Micotil would have long-term implications for the whole company. Set price and choose effective promotional strategies are the most two important things Provel need to deal with.
Situation analysis
SWOT analyse. See appendix 1.
Pricing issue
From the concept of “marketing management”, demand,supply and environmental influences are all must be considered for effective pricing.
Demand influences on pricing decisions concern primarily the nuture of the target market and expected reactions of consumers.There are approximately 7500 veal producers in Canada,most operations fall in the 50 to 100 animal range. Us the average number 75 to caculate the veal market,it would be 562,500 animals annully.
There are approximately 2.5 million calves entering feedlots,so the amout of animals in Feedlots market is 2,500,000. Exibit 1 summarizes the numbers.Because the distribution of Micotil has been restricted to the ethical veterinary market,in oder to evaluate the potential market size,we have to consider the veterinarian`s number.We know there are 600 large animal veterinary practices employing nearly 1200 veterinarins. Exibit 2 show the approximate size of large animal veterinarians in distribution center based on different geographic.If the center located in 2 provices, we would divided the number of clinics to 2 equal parts and assigned to the 2 cente ...