Brand Portfolio Positioning on Pharmaceutical Market: the Case of Sanofi Company Cough and Cold Medicines

Student: Egorova Veronika

Supervisor: Ksenia A. Kidimova

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

In recent time pharmaceutical industry has undergone significant changes. In attempt to keep their medicines exclusive pharmaceutical companies carry out numerous clinical research to develop some new molecules which makes it possible to launch new remedies for the same diseases. As a result, a company's portfolio includes several brands in one category or in categories with overlapping target audiences. Due to this fact, the need for introduction of a new variable to the positioning strategy arises: besides individual positioning of each brand there is a need for developing of the whole portfolio positioning. In the current study the recommendations for Sanofi company cough&cold medicines portfolio positioning were presented based on the detailed analysis of the category and competitors as well as on the survey results revealing the image of the cough medicines brands from consumers' point of view.

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