【畢業(yè)論文】禮來公司再普樂市場營銷策略研究

1、碩 士 學 位 論 文論文題目 論文題目 禮來公司再普樂市場營銷策略研究 禮來公司再普樂市場營銷策略研究 IIAbstract AbstractZyprexa has been prescribed for more than 20 million people in 84 countries since its approval in 1996.

2、 For the full year of 2005, worldwide Zyprexa sales reached $4.3 billion U.S. dollar, which is ranked the 7th in the world of the brand name drugs and the first of the Cognitive Neuroscience drugs，the revenue of Zyprexa

3、made up almost one-third of Lilly’s total revenue. Based on the great success in the global market, Lilly had a higher expectation on Zeprexa when it was first introduced to Chinese market 3 years ago. Unfortunately, Lil

4、ly underestimated the difficulty and complexity. In the last three years, even Zyprexa’s brand was well recognized by doctors and patients and its market share has climbed sharply to 18% in 3 years, but the total sales r

5、evenue only grew 22% from year 2004 to year 2005, which was far below the total market growth of 32%, and in the same period, Zyprexa’s market share declined slightly from 19% to 18%. Either total market value or total m

6、arket share was way below Lilly’s expectation.As a district sales manager, I witnessed the whole marketing campaign. With the authorization from Lilly China, price sensitivity survey and brand equity survey were conducte

7、d by a group of people which including the district sales managers, marketing department and sales department. Also with a massive data collection and information research, we all wish our survey and analysis result can

8、be valuable to the marketing strategic adjustments for the firm. Price sensitivity survey and brand asset survey excluded the excuses that it was the higher-than-market price made Zyprexa’s sales slowing down recently, i

9、t was the insufficient brand promotion made Zyprexa hitting its sales’ bottleneck. Also the macro and micro environmental changes pushed Lilly China to review its marketing strategies. In the near future, the modified ma