A marketing plan for Aprovel/Co-Aprovel

• Main Authors: Diokno, Kristine Eloisa C., Ganon, Patricia P., Lim, Katherine Ross L., Lonzaga, Joanne Marie C.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14736
• Institution: De La Salle University

Hypertension is the 5th cause of morbidity in the Philippines. The number of hypertension cases continuously increases in the country. Seeing this as a wealth of opportunities to capture the fastest growing ARB market, a marketing plan for Sanofi-Aventis’ Aprovel/CoAprovel is hereby presented. The marketing campaign proposed aims to increase the sales and market share of Aprovel/CoAprovel by emphasizing the key message of the product and differentiating it from competitors. All these and other insights were validated by a survey conducted amongst the medical doctors (cardiologists, internal medicine, and general practitioners) in Greater Metro Manila Area hospitals. The marketing plan also presents what needs to be retained, changed, and terminated in the current marketing strategies of the company. Along with this proposals are the schedule of implementation of each activities. At the end of the year 2005, Aprovel/CoAprovel is estimated to be the market leader in the ARB class.