Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 63-65).

This thesis is focused on a private brand of food supplements called IPC COMPLEX. IPC COMPLEX is produced by company Pharmaceutical Corporaration, a.s., and has been freshly introduced in the Czech market. The paper aims to assess production costs and sales in 2013, to calculate mark-up, margin and total gross profit. A comparison of sales with the rival products in each category follows. The evaluation is also subjected to meet the balance sheet established before entering the market. Moreover, the aims of the management are assessed together with return on investments and presumed positive impact on management of the society. The research focuses on monitoring the private brand. The data - provided exclusively for this research, were collected in 2013 and represent all 42 pharmacies owned by the chain IPC in the Czech Republic. The thesis tries to evaluate economic impacts of private brand on the pharmaceutical market for food supplements. These consequences are compared with impacts of private brands in other fields. Generally, the impact is believed to be positive and to be beneficial for powerful retail chains. Despite the minor failures, this thesis proved that a private brand of food supplements can have the very same positive impact on the Czech pharmaceutical market. The private brand has...

The aim of this diploma thesis is to introduce attributes of marketing communication in the area of pharmaceutical industry in the theoretical part. Practical part is focused on relationships between pharmaceutical branch and medical community, including ethical aspects of promotion in the Czech Republic with emphasis on keeping ethical principles.

This thesis deal with problems of marketing communication in pharmaceutical industry.The thesis is separated on theoretical and practical part. Theoretical part concern importance of marketing communication, describe and compare of particular tools of communication mix. Practical part is concentrated on doctor's marketing survey and the evaluation of actual marketing propagation tools. The final chapter analyzes the position of pharmaceutical companies, it reveals the main problems and gives possible suggestions for solutions.

I focused my dissertation on the marketing strategies used by Czech subsidiaries of international pharmaceutical firms. There were two main aims of my dissertation. Firstly, to characterize the nature of the pharmaceutical industry, differentiate it clearly from consumer goods industries and identify how these differences influence the marketing strategy used. To reach this goal I used desk research. Secondly, I carried out primary research among 46 large international pharmaceutical firms that run subsidiaries in the Czech Republic. The main aims were to find out what marketing strategy they use (global, modified global, regional, local, or a combination of these), how and where it is created, how it is financed, whether they prefer the promotion of the company name or of individual brands and what communication channels they use.

The diploma thesis deals with a comparison of B2B marketing tools of the biggest pharmaceutical distributors on the Czech market. Alliance Healthcare is one of the leading distributors in this area and would like to increase its turnover and gain new clients. The aim of the thesis is to define marketing tools of all pharmaceutical distributors, make a questionnaire based on this topic that will be sent to customers of the biggest companies and find out how the particular tools are evaluated by the pharmacies and what the position of Alliance Healthcare in comparison to its competitors is. After the evaluation of the questionnaire recommendations that could help Alliance Healthcare to reach its goal follow.

Evaluation of marketing communication selected from the group of pharmaceutical products, OTC drugs intended for treatment of flu and colds by a questionnaire survey focused on specific factors influencing consumer behavior of the target group of customers

Pharmaceutical advertising involves the advertising of medicines, medical devices, and healthcare services. A review of available international literature indicates the belief that pharmaceutical advertisements negatively affect healthcare decisions made by consumers. Very little research has been conducted to determine how consumers in South Africa (SA) are affected by pharmaceutical advertisements. This study aimed to determine how consumers in the Nelson Mandela Metropole (NMM) perceive pharmaceutical advertisements. More specific objectives included the investigation of legislation in SA employed in pharmaceutical advertisements, the interpretation and misinterpretation of the advertisements, and the identification of problematic areas in this form of advertising. South African legislation applied to pharmaceutical advertisements was investigated by means of a literature review. A qualitative research design was also used to achieve the aim and objectives. This included a focus group consisting of six randomly selected participants in the NMM. A consumer survey, consisting of a 100 consumers obtained from 10 randomly selected community pharmacies within the NMM, supported the findings of the qualitative techniques. The themes identified in the focus group were incorporated into a questionnaire used in the consumer survey. Three randomly selected pharmaceutical advertisements were also decoded to interpret the components employed in each. The results determined that pharmaceutical advertising is a marketing tool that incorporates various emotional and psychological techniques to persuade consumers. It was also evident that consumers can misinterpret pharmaceutical advertisements. Various legal and ethical problems were identified in pharmaceutical advertisements. These results showed that pharmaceutical advertisements have the possibility of negatively affecting consumers’ healthcare decisions and warrants further investigation.