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Medicine for treatment of flu
Overall strategy and target market
It is medicine which is formulated for the flu. Flu is such sort of disease that spread
within quick time. So our target is around the globe. It is common practice, different
tactics are use to implement strategy in different regions of the world. This variation just
because of the change in the demographic conditions and social political environment.
In case of the Pakistan our target market, for our revolutionary product in medical, are
doctors and hospitals and especially young children and people of all age.

• Patients of fever and related disease

• Both male and female
• Especially young children
• No age limit

It is found that the influenza is common among

• Resident of institutions for elderly people and disable people

• People with chronic health conditions
• Very young children

Marketing Mix
“The marketing mix elements each offer the complex set of the opportunities for
marketing decision making”

A success of the business entrepreneur depends on how they from their strategy and how
they are going to implement in the market or what tactics business entrepreneur use to
execute its plan.

The marketing mix comprises of the 5 fundamentals the leads to better implementation
and execution of the business plan.
Product

Our brand name

Eden pharma

Our product name

FLUORESCE
(Fluoresce from fluorescent means visible light)

Our product is available in the market in two varieties

• Liquid form
• Tablet form

Liquid is available in the market for the children and the tablet available for adults and
senior people.

Quality, design packing and features of the product

Our company is listed as ISO certified company .our product quality is perfect, trusted
and reliable. In order to maintain the trust of the customer we ensure the quality control
process.

Description of the salt is given below

Chemical composition
Formulated Salt is a complex formulated chemical that can
protect a human body form multiple diseases.

This salt is formulated using

Paracetamole , phenylephrine hydrochloride and cetylpyridinium

Active Ingredients / 20ml What it does

Paracetamol 1000mg Analgesic and antipyretic actions

Phenylephrine Hydrochloride Decongestant

12.18mg

Guaifenesin 200mg Expectorant

Cetylpyridinium Chloride (CPC) Antibacterial

3.0mg
Source (E:\flu\important\Covonia - For coughs, sore throats, colds and flu - The Covina
Range - Cold & Flu.htm)
This complex formula creates anti-germ power within the body that can resist the further
infection of flu that cause fever and serious cancer of lungs. this formula is formulated
taking the customer requirement and needs.
In Lahore at Bali memorial clinic Out of 65 patients are infected with flue. this sample is
taken on 3rd March, 2009.

Feature of this product is its highly effective formula which means, people suffering from
influenza get quicker and reliable relief. Another feature of this product is its help the
victim to cure from fever, flu and throat infections. There’s nothing more powerful for chesty
coughs, colds and Flu Formula. This formula for the relief of all five main symptoms of colds and
flu:

Chesty cough
Body aches & pains
Nasal congestion
Dry, tickly sore throat
Headache

We design our product in such a way that it is easily useable and protect the body from
further infection.

Each strip contain 5 tablets with Aluminum seal packing to ensure that the tablet Quality.
Each pack of the product contain 5 strips .each tablet is available in 250 mg and
500mg.and liquid form is available in the 130 ml and clinic bottle of 600ml.

Services include free home delivery within 9km from the Eden pharmacy. We accept any
expired products of the Eden pharmacy.

Price
Considering the with prices of the other competitors in the market .we draw a very fine
line in the cost of the manufacturing and profit on it. Our price policy is

One tablet available in the market @ Rs.5

A strip of 5 tablets available @ Rs. 25
A pack of the 5 strips available @ Rs. 125
Syrup in 130 ml packing available@ Rs. 43

Credit facilities are available only if the purchase is more then Rs. 4000 and credit is not
allowed more then 20,000
Place
Place Means Company outside network. This p of marketing mix is being used
To insure availability of the product in all the parts of then region. To make it ensure we
Arrange the retail centers and distribution channel around the region. in different parts of
the Pakistan to implement the marking concept i.e. A right product for the right customer
at right place

Our distributors are present in the following area of Pakistan

Lahore, Karachi, Islamabad and Multan
Our head office is situated in Lahore and we have our branches around the map
(Pakistan) to make it sure that our network of supply chain works at its best taking the
customer in our consideration.

Promotion
Marketing promotions communications are inevitably subjected to greater public
analysis. Sales promotions, advertisement, sale force and direct marketing are key tools
for promoting product.

Offering mix and communication mix of advertisement are sub tools for promoting the
product

Tactics for promotion could be;

Personal visits to doctors and communicating the key features of the product as mention
above. Brochure for Doctors, notebooks (diary) could be valuable approach in this
activity, free samples to doctors. We can also use our work force to promote our product
in such a way that we use paper ads and paste these ads at medical stores.

Ads in
• Pharmaguide
• Redbooks
The books are available in medical stores and book shops which contains the formula for
different medicines.
Telling the doctors that recommend this medicines to the patients of fever and flu
We will advertise our product in different leading Urdu and English newspapers like;
• The Dawn
• The News
• Jang
• Nawai Waqt
• Express
5. Positioning:

Words are always only effective when they are used in effective manner.
It does not matter what you speak, the matter is how u speak.

“A time to give relax to your live”

Our product is the medicine for the patients of flu. The product is in the form tablets and
liquid. The product is easily available in the market at affordable prices. The main
characteristic of this product is that it is one best and save way to cure disease within
seven days. We will give brochures to the doctors and will tell them to recommend. We
will give ads on TV and Radio. 20 seconds TV Ad will be run twelve times a day
especially four times in TV’s prime time 6 pm to 9 pm.We will give incentives to our
sales executives on achieving target sales. We will attach pamphlets with Sunday’s
newspaper to inform our customers about our product.
Video Call Service

Overall Strategy and Target Market

Our product is a video call service which will be provided to the post paid customers only
due to its expensive rates and affordability. It will be provided in collaboration with any
telecommunication company. Initially our focus will be on the elite class, business class,
executives, overseas Pakistanis especially at the time of hajj, which is best time for its
launching.

Marketing Mix

Product:
Video call is service; provided in collaboration with some telecommunication service.
Some features are described as follows:

Variety:
Initially it will be offered to all the postpaid users with different rates on
different packages.

Quality:
No compromise on quality. High picture quality and uninterrupted
communication must be provided.
Price:

The price of the service will be:

Sales Price = *Cost + Profit
*(Fixed cost + variable cost)

List Price:
Maximum* Minimum*
On net Rs. 4.5 / Min Rs. 3.5 / Min
Off net (Nationwide) Rs. 5.5 /Min Rs. 4.5 / Min
Off net (International) Rs. 7 / Min Rs. 5.5 / Min

* Call rate varies from package to package. These are the rates for the first minute. As
fixed cost will be recovered in the fist minute the variable cost will be charged to the
customers along with nominal profit.

Place:

This service will be provided throughout Pakistan where Telecommunication

Company’s coverage is available, for postpaid users.

Promotion:

Sales Promotion:
Sales Promotion will be done by visiting different companies, giving
demonstration to the top executives, showing benefits of video call.

Advertisements:
Advertisement will be done through:
T.V ads
Billboards
News papers
SMS to the users

Public Relation:
Public relation will be made through the customer care centers and
franchises.
Positioning:

We will position this service in the mind of the customers as they are not just calling but
they are going themselves by watching the other person live.

“GO LIVE”
Smart Wash Detergent:
Overall strategy and target market:
It is detergent which is formulated for the restoration of clothes back to store bought form
in a single wash. Firstly our target will be lower class, lower middle class and middle
class. The main reason for targeting these classes is their income level and living style, as
in these class people are more conscious about their spending. Initially we will target the
above mentioned classes than we move to the upper classes. It is common practice,
different tactics are use to implement strategy in different classes. This variation is just
because of the change in the demographic conditions and socio-cultural environment.

Marketing Mix:
Product:

Our product is used along with the detergent. People will make their clothes just like new
in a single wash.

Our Product Name:

“Smart Wash”
Product variety, Packaging and Sizes:

Our product is available in the market in Pouch Packs of

• 100 grams
• 200 grams
• 500 grams
• 1 Kilograms
• 2 Kilograms

Quality and Design:

High quality and attractive design will be made by our development tem that catch the
attention of customers.
Price:
The prices of this product will vary from different packing. The list price will be
given as:
Packing Price

• 100 grams Rs. 12

• 200 grams Rs. 23
• 500 grams Rs. 70
• 1 Kilograms Rs. 125
• 2 Kilograms Rs. 220

Discounts, Payment Periods and Credit Terms:

Discounts and payment periods will be given to the shopkeepers as 2 % discount and
payment period of one week. Credit facilities are available only if the purchase is more
then Rs. 4000 and credit is not allowed more then Rs. 20,000.

Place:
According to the target audience we will target the 60 % of total population that uses the
detergents in villages and small towns initially. It will be done by capturing the attention
of the female members of the family, responsible for the washing of the clothes of entire
family.
Then we will launch it in cities and capture the rest of the population.
Channels:
It will be sold through retail chain network in entire country.

Promotion:

Promotion will be done through door to door campaign in villages and cities and also
through TV Ads and news papers.

Positioning: