Marketing plan: TEVA - OTC

• Autor(a) principal: Ferreira, Pedro Miguel Francisco
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19632
• topic: TEVA; Marketing; Marketing mix; OTC; Plano de marketing; Automedicação -- Self-medication; Indústria farmacêutica; Inovação; Estudo de casos; Portugal

TEVA was founded in 1901 in Israel and today is one of the top 10 pharmaceutical companies in the world. The company was grown due to mergers and acquisitions, more than 20 in the last years. TEVA as a strong presence in markets like Multiple sclerosis, and respiratory, but its main strength is being the global leader in generics. As such, in Portugal, TEVA is on top 5 pharmaceutical companies and is also leading the generic market. The 3 Critical success factors are the portfolio, price, and time to market. The real difference between TEVA and its competitors are the Human resources, of the Portuguese structure. These are one of the most regulated markets in the world, and if companies want to thrive must have to actively bet on innovation and come up to the market with new practical and straightforward solutions to customers/patients. They are getting more and more exigent, and the changes in their habits must always be taken into account. The patient today wants to beware of their condition, and they want to participate in the decision making process with the Health Care Professionals (HCP). Therefore, this thesis consists of a marketing plan proposal for TEVA to launch of a new market segment - self-medication / OTC - through an internal and external analysis, complemented by and implementation proposal. The last one composed by a marketing strategy and an operational plan with recommendations on the several axes of marketing-mix: product, price, placement and promotion.