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Brand Plan and marketing combine in some famous transnational pharmaceutical firm

One famous medical trans-corporation is one of the largest biological drug makers of the world, which occupies the first place in the world in developing and producing insulin that used to treat diabetes. In gynecological health care, blood coagulation treat and grow health care, the company also makes a contribution to mankind's medical development. For instance, its continuous combined hormone replacement therapy and human growth hormone keeps the world’s leading competence.

After entering the Chinese market, the company follows its international development strategy, namely regarding diabetes medicine as the core, and selling the hormone substituting treatment products and human growth hormone at the same time . But the sales situation was unsatisfactory all the time.

After analyzing the characteristic of the Chinese market and advantage and disadvantage of the company, Cons made whole brand strategy for this company. There were 30 million diabetics in China, and the market potential was enormous. Meanwhile, the current situation of medicine using in China was different from it in foreign countries: insulin consumption was relatively low, pills of lowering share of candy accounted for about 70% of the market. This is a great chance to this company: On one hand, its lowering-candy pills could have large selling space; on the other hand, there was a broad growing space for its insulin selling. Therefore Cons Company proposed that company set up combined diabetes production line, putting all resources into the marketing of medicine that treated diabetes. Meanwhile, strip out substitute hormone treatment products and human growth hormone products from marketing system of company, and entrust them to distributors.

Cons Company proposed the company to set up a care club, to manage the brand wholly. Care club put diabetes doctors, diabetics and other relevant people such as the nurses, the patients’ relatives and others into a merge red management system, to carry on unified marketing operation. In the field of insulin, this company takes the lead in putting out the long result insulin, mix the insulin in advance, high pure insulin, human insulin and insulin injecting pens. The company has set up the whole series of products of the insulin. And the sale of lowering-candy pills rises sharply, that its sales amount in China has already been listed in the global the top five.
After brands planning, the sales amount of this company increases at the speed of 40-50% every year. Now, diabetes-treating products of this company appear on the market constantly, and already occupy the controlling status of Chinese market.

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