New OTC product : 'Juci' launch strategy and promotional activity

Abstract

Eskayef Bangladesh Limited is the country‟s one of the leading pharmaceutical company with a controlling blend of skills and resources to offer a stage for bringing strong growth in today‟s quickly altering health care environment. Lately there has already been much anticipation over the development of bringing pellets in the market. For the first time, in the market SK+F is bringing vitamin C supplement ascorbic acid in the form of juice called - “JUCI”. The formerly Vitamin C supplement in juice form in Bangladesh. “JUCI” is a healthy juice which will be on the market in Sachets. Everyday our body needs immense amount of Vitamin C to keep us healthy by enabling our tissue growth, controlling our blood pressure, and also providing great help to the adrenal gland and to the coenzymes. It also makes our skin and hair healthy. Here I have focused on how we will differentiate our product from the competitors to get a big exposure in the eyes of the consumers. I have put some light on how the target market will be analyzed and how to put impact on the growth of that specific market. I have also focused on the promotional activities where generating consciousness among the people gets urgency. Various vehicle will be used for this promotional activities where we will provide samples and place “reactive magnet agent” in different institutions of the society. I have finished with some recommendations which I think, will be helpful for SK+F to understand their gaps and how they can reach the aimed position.