International Marketing - Viagress Marketing Strategy - Case Study Example

The product is suited for Germany the major factor being age. The decision of launching this product in Germany also was because of these factors.• Excellent Medical Facilities in Germany.• Strict vigilance over health care system.• 9 huge cities to cater to.The product itself is a strong contender for its success, as it has shown highly positive results in females, that is out of every 10 women 8 have had extreme pleasure during intercourse with the use of this drug.Promotional StrategyThe major support would be given through the name Pfizer Pharmaceuticals, as this organization experienced a huge success with Viagra the drug that helped males have an enhanced erection.

Advertisements, Billboards, and direct marketing would be used as an effective promotional strategy.  Explicit content would be avoided during advertisements and emphasis would be given on opinions from females who have used the drug. While formulating the promotional strategy special care would be taken about the culture and norms of the people of Germany.Pricing StrategyThe price of this product is devised by keeping in mind the production cost. Other reasons that would influence the price would be the prices of competitors.

As the manufacturing would not be taking place in Germany hence the shipping and transportation costs would also be included in the manufacturing costs.PlacingThe product does not have a target audience according to socio-economic class. The basic target market is defined by age factor. As we discussed majority female population in Germany is in between 40 – 55 and the drug is most effective for this age group hence the product would be placed in greater quantity in areas where this age group exists in majority.

This though does not restrict the placing procedure because Germany has nine big cities and all of them would be catered according to the demand and target audience.Channels of DistributionThe distribution would be done through retailers who would supply the drug to drug outlets that is to chemists. From there it would be sold to the customers. The product would be available without a doctor’s prescription hence Super Stores would also be able to sell the product. This is due to the success of Viagress both for women who have difficulty in sexual arousals and who do not.

Modes of EntryThis would be not an easy task as the product is being launched for the first time and as the success rate is 8 out of 10 women it might be possible that the 20% can be the first time users, hence a safe path would be selected to penetrate the market. A major advantage to Viagress is the huge chunk of market that is available for them to take over. The organization would first show and explain the success of the drug Viagra for males and then explain functions of Viagress in order to spread awareness among the people about what the product does.

SummaryAfter the successful launch of Viagra for males in U.S. Pfizer Pharmaceuticals are really looking forward to their second product to provide them with the same kind of success. There are certain