Márk Csaba Antal (2024): Piaci penetráció vezérelte piacrész növelés – Eset a gyógyszeriparból
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Márk Csaba Antal (2024): Piaci penetráció vezérelte piacrész növelés – Eset a gyógyszeriparból. In: Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 pp. 79–86. DOI:10.62561/EMOK-2024-07
DOI
https://doi.org/10.62561/EMOK-2024-07
Authors
- Csaba Antal, Márk. .
Abstract
Market penetration driven market share increase – A case from the pharmaceutical industry
In recent decades the marketing and sales strategies employed by most multinational companies had been focusing on customer retention and building customer loyalty. Firms employing this approach saw the increase of sales volume per customer as a key driver of growth. A common, central element to these strategies is a thorough segmentation of the market, a selection of a very specific target segment, then the deployment of an intensive marketing campaign with a goal of building up a well differentiated, lovable brand. Starting from the late 2010s however, a new approach has started to gain popularity which placed emphasize on increasing market penetration as opposed to building consumer retention. Instead of relying on meticulously focused marketing communications, this strategy is usually supported by aiming at a wide target group and by creating unique, salient, easily recognizable brand elements. This tendency is most evident in the fast moving consumer goods and pharmaceutical industries. The goal of this research is to demonstrate the practical implementation of such strategy in the pharmaceutical industry for which a horizontal brand extension was utilized via the personal experiences of the author, and to analyze the methods used.
penetration marketing strategy brand introduction pharmaceutical industry
Language
hungarian
Details of publishing collection
Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.) (2024): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024