The International Marketing Strategy of Sanofi- Aventis in Japan, New Zealand and Nigeria

Résumé du document

The message conveyed by the pharmaceutical major that Sanofi-Aventis is the slogan "Because Health Matters?. The communication will be the same in all countries but the emphasis of the message that Sanofi-Aventis is trying to get across with the techniques mentioned above will be the same in Japan and New Zealand but different in Nigeria. In Japan and New Zealand, the message will focus on safety and efficiency of the product. The message is very serious and the required image is that of an innovative, ?quality first? company. Sanofi-Aventis will not use comparison except in terms of prices. This is because their main competitors are well-respected market leaders whom they cannot criticize; the only way to beat the competition is to be more innovative and cheaper. The target that Sanofi-Aventis are trying to persuade includes doctors, physicians, medical professors and government officials so the image will not be glamorized by celebrities. In Nigeria, the message is directed to focus on education and price. Sanofi-Aventis need to show doctors and the general public that they should be using the most sophisticated drug possible. A large amount of the population does not have access to medicine because it is too expensive, and Sanofi-Aventis need to emphasize the message of affordable and accessible drugs.

Extraits

[...] Licensing with locals distributors could be a good way for Sanofi to get more control on the sales process and then to increase the opportunities to get more profit. However, in an undeveloped country which is well known for its corruption, licensing may come with an extremely high risk. Joint Venture will probably be the preferred measure for Sanofi-aventis to enter the Nigerian market for two main reasons, Firstly, Sanofi might benefit from the experience of another local organisation who knows the market and who also benefit from a good reputation by final consumers. [...]

[...] Shopping, both on and off-line-Usually, Sanofi-Aventis reps sell products to doctors, hospitals or government in face to face way. Then products will be prescribed to the public by doctors or be resold in pharmacies. Distribution in New Zealand Choice of export market/ Market entry possibilities-Licensing with exiting pharmaceutical manufacturer companies could be effective to enter the market because they already have knowledge of the market and the country. They are up to date with the technology and authorisation/regulations to import and manufacture chemical and pharmaceutical components. [...]

[...] Past relationship/History of negotiations- Sanofi-aventis must look at how well negotiations have taken place in the past in order to decide. Some doctors or hospitals may be a lot harder to persuade than others. This can only come from trial and error. Negotiations with the government must go well in order for the company to continue trading in Japan. Pure or Re-sold b-b-All drugs are re-sold B-B. More than 90% of prescription drugs are delivered to medical institutions through wholesalers, with the remainder being delivered directly to hospitals, clinics, and dispensing pharmacies. [...]

[...] 8-Cost of Production- increased government regulations regarding new drug approvals has increased the need and cost of testing. Pricing factors New Zealand Reference pricing was introduced in July 1993 with the intent to “reduce the excessive market segmentation based on brand marketing, which previously allowed suppliers to establish markets that were free from price competition” (Kletchko et al. 1995) - Negotiation / bargaining power- About the pricing and reimbursement of the drugs: some medicines have a fixed price from the government. [...]

[...] Therefore, it is obvious that government taxes, tariffs and distribution costs constitute a large part of costs that patients have to pay for medicines. 2-Quality Perception- The determination to provide effective healthcare delivery services is in line with the objectives of the Millennium Development Goals (MDGs). The availability, affordability and accessibility of essential medicines to the populace irrespective of their income status is critical to the success of the Nigerian healthcare delivery services. It is for this reason that the Federal Ministry of Health gave its full support to the conduct of the National Medicines Price Survey. [...]