Taming the Mighty Migraine
The Task
Prepare for the client proposal, report and presentations!
Each of you will be assigned to a marketing team by the instructor. Your team will review the market for anti-migraine medications in the United States, and conduct an environmental analysis and assessment of the German anti-psychotic drug market. There are no right answers but the proposals your team designs must be supported by factual and statistical data. You will use all of the resources at your disposal to design the best strategies possible.
To begin, proceed to the Resources section and review the links. It will provide you with tutorials on evaluating Internet resources, background information on Pfizer, a summary of brain disorders, and information on Relpax.
Then move on to the Process section where you will find special instructions to help you conduct your research and draft your proposals. You will use the Internet, course resources, and your own imaginations to prepare for the client presentations: four for the anti-migraine medication in the United States and one for the anti-psychotic market in Germany. We also recommend that you review the Project Guidelines and Evaluation sections to familiarize yourself with the instructors expectations.
During the Environmental Analysis phase your team will review background information on headaches and headache treatments, study the client culture, and gather environmental information. Your team must also remember to research the client culture, environmental information, and historical use/marketing of anti-psychotic medications in Germany. Some of the research conducted during the Environmental Analysis may apply across topics but it is up to your team to decide whether the information is applicable and supports the marketing needs both nationally and internationally.
Next, your team will review the potential market segments for anti-migraine medications and prepare a preliminary Segmentation Analysis.
Your team’s segmentation analysis will then be used to develop a strategy and positioning statement.
Finally, the teams will develop a tactical launch plan and formal proposal for the migraine drug, and a findings and observation report of the anti-psychotic market.