The importance of an IMC strategy to improve the effectiveness of Iniciative Plus, being an SME in the pharmaceutical industry

• Autor(a) principal: Pêra, Mariana da Silva
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27272
• topic: Marketing and communication; Communication plan; IMC strategy; Pharmaceutical industry; PME Pequenas e Médias Empresas -- SME Small and Medium Enterprises; B2B company; Marketing e comunicação; Plano de comunicação; Estratégia IMC; Indústria farmacêutica; Empresa B2B

The main goal of this project is to develop an integrated Marketing and Communications strategy for Iniciative Plus. Being Iniciative Plus, a B2B service company for the pharmaceutical industry. The industry where Iniciative Plus operates is very competitive, despite the small number of competitors. The services that Iniciative Plus provides range from consulting to in-store and off-store promotions and organizing both external and internal events. These services are available to pharmaceutical companies and laboratories, wholesalers, or groups of pharmacies. One of the goals of Iniciative Plus, before the pandemic and crisis period, was to increase the number of clients, increase the loyalty of their past and current clients. With the pandemic situation creating some fractures in the industries, this goal became a priority for Iniciative Plus. For the scope of this paper, an in-depth analysis will be carried out, studying both the market where Iniciative Plus is inserted, and the company itself. In conclusion, the main objective of developing an integrated marketing and communication strategy for Iniciative Plus is to increase and retain clients, increasing brand recognition and notoriety. Being a long-term goal, when developing it we have to take into consideration Iniciative Plus’s past and the industry it is competing. This paper will be used as a guide for Iniciative Plus and other companies inserted in this industry with the same business concept. It will present ideas to solve Iniciative Plus difficulties and will help in the resolution of some problems previously presented.