MARKETING STRATEGY FOR NEW PARA-PHARMACEUTICAL PRODUCT “SAUMET”
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Date
2019-12-10
Authors
Uteshov, Daniyar
Zharmagambet, Zhuldyz
Serikova, Zhuldyz
Journal Title
Journal ISSN
Volume Title
Publisher
Nazarbayev University, Graduate School of Business
Abstract
This project is devoted to study the issue of launching a new product on
the market of Kazakhstan. During reading the project you will know about the
product, stakeholders, all analysis held to answer the main questions of the
project and overall recommendations for the project future.
Product: Saumet is a new para-pharmaceutical product that has a DNAprotective effect to protect the body from the negative effects of external and
internal environmental factors and the correction of dystopian disorders of
various etiology, based on natural mare's milk.
Key stakeholders: State- source of funding and project initiator, PI “National
Laboratory Astana” - developer, LLP “Evrazia Invest LTD”- manufacturer and
holder of all business processes.
Research problem: The main question of the business owners is how to
maximize profit on the project after its launch. The question is too broad and
requires deep research. Due to time constraints and lack of information from
key stakeholders, the scope of the project has been reduced. We will investigate
part of the research problem and narrow the geographic region of the project to
Kazakhstan’s market only. So, there are four questions to be answered:
1. What are the main opportunities and threats of the project for the
Kazakhstan’s market?
2. How attractive is the product for Kazakhstan’s consumers?
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3. In view of competition, economic and other factors, how should the
product be priced?
4. What would be appropriate channels for Distribution of the product?
To investigate the project we used methodology such as: literature
overview, frameworks from our FTMBA courses such as Marketing
Management, Strategy, Corporate finance, Rising capital and Valuation. We
have done such analysis as Three Cs, STP (segmentation, targeting,
positioning), Four Ps, PESTEL, SWOT and etc. To investigate whether the
project is financially attractive, we have made valuation of it and such
indicators as NPV and WACC will show the result. The project was calculated
on the attractiveness of the project and calculated such indicators as NPV,
WACC. In section Key findings, there are such findings as consumer behavior
patterns, trends followings, benchmarks for product and competitor analysis
where shown absence of similarities which cause difficulty to make comparison
and analyze. As for the financial part, the main finding is unclarity with costs
and method to identify right price for product. In conclusion you will be
introduced to how we could answer the questions which were set up by research
problem. The recommendations section describes the areas for further research
Description
Keywords
Type of access: Restricted, Para-Pharmaceutical Product “Saumet”
Citation
Uteshev, D., Zharmagambet, Zh. & Serikova, Zh. (2019). Marketing Strategy for New Para-pharmaceutical Product “SAUMET”. Nazarbayev University, Graduate School of Business.