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商品編號: W18483 出版日期: 2018/08/13 作者姓名: Verma, Servjaeta 商品類別: Marketing 商品規格: 7p 再版日期: 地域: India 產業: Health care services 個案年度: 2017 -
商品敘述:
In March 2017, Inderjit Baboota, head of Sales and Marketing at Genspec Lifesciences, was preparing to meet with his team to craft the brand launch strategy of the company''s product CQ Max. Although natural therapy was recognized in India for various ailments, few scientific formulations were available. Turmeric was used in various forms in India for the treatment and prevention of a variety of conditions due to its main active ingredient, curcumin, but there was no curcumin-based formulation readily available in the Indian market. In response to this opportunity, CQ Max, the first nanocurcumin product in India, was developed and pilot tested. Though the product played a role in the treatment of a variety of conditions, it primary target market was cancer patients. Now Baboota had to determine whether to position CQ Max as a prescription-based product or an over-the-counter product. He also faced the challenge of an underdeveloped market for cancer wellness products in India. Servjaeta Verma is affiliated with Institute of Management Studies Ghaziabad.
涵蓋領域:
Entrepreneurship
相關資料:
Case Teaching Note, (W18484), 9p, by Servjaeta Verma
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