Explain the distribution strategy used by allergan

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Reference no: EM132260730

Read the following case carefully and then answer the questions.

1- What is the market(s) of Botox?

2- What are the needs, wants, and demands of consumers of Botox products in its different treatment markets?

3- What value does Botox deliver in each market?

4- When doctors treat patients with Botox in their office, is that an example of a selling concept or a marketing concept? Justify your answer. Which concept applies when the hold parties for patients in private homes? Justify your answer.

5- If Botox is planning to grow in the next five years, what are your growth recommendations with focus on intensive growth strategies only?

6- Using SWOT analysis, analyze the marketing environment of Allergen Company which is producing Botox.

7- Write a positioning statement for Botox to communicate with customers.

8- Into which consumer product classification does the Botox fall? What are the implications of this classification for Allergan's marketing strategy?

9- What new product pricing strategy do you think Allergan used when it introduced the Botox?

10- Based on the desirable qualities that a good brand name should possess; what is your opinion of Botox (which is a preparation of botulinum toxin used to treat muscle spasm and to remove wrinkles) as a brand name? Why?

11- Explain the distribution strategy used by Allergan to distribute Botox?

12- Draw the various flows in marketing channel of Botox and the direction of these flows.

13- If you are asked to develop an effective communication campaign to promote Botox in the Middle East, explain briefly the steps of developing this campaign.

Attachment:- Case - Botox.rar

Verified Expert

The project relates to the success of Allergan Inc., a specialty pharmaceutical company with its breakthrough product that is traded under the brand name Botox. Botox has the properties of treating eye problems and removing frown lines around the eyes with the aim of making a person look younger and hence marketed under the cosmetic product category. Botox also has medicinal properties that treat pain, and this adds to its contribution to the Allergan company. Its success has been instrumental to the competitive advantage of Allergan that continues to nurture Botox and its expansion in worldwide markets through sound marketing processes.

Reference no: EM132260730

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