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dc.contributor.advisorMiller, Barbara Therese
dc.contributor.authorStohler, Nicole
dc.contributor.authorKuzmenkova, Hanna
dc.contributor.otherFirma: prechperson| Kontakt: Jürg NachName Ansprechperson| PLZ/ Ort: Aarau
dc.date.accessioned2015-09-02T07:33:54Z
dc.date.available2015-09-02T07:33:54Z
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/11654/4884
dc.description.abstractWhen a company wants to expand its product portfolio who is more important-the end customers or its distribution partners? The first choice to distribute Kamedis product line through the current distribution channels of Complemedis AG seemed obvious. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectDestribution
dc.subjectPromotion
dc.subjectPositioning
dc.subjectMarketing strategy
dc.subject.ddc658 - General Management
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleMarketing Concept for a new product line Kamedis
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadWhen a company wants to expand its product portfolio who is more important-the end customers or its distribution partners? The first choice to distribute Kamedis product line through the current distribution channels of Complemedis AG seemed obvious.
fhnw.initialPositionComplemedis AG is a market leader in supplying Traditional Chinese Medicine (TCM) products in Switzerland. It wants to expand its business portfolio within over-the-counter (OTC) market by offering a TCM-based cosmetics range ÒKamedisÓ via established distribution partners. The budget for introducing the new product line is rather small and therefore the involvement of the current distributors is very welcome. However one of the interviewed partners stated: "It is Complemedis duty to promote TCM products". The company therefore needs a skin care market analysis and revised the marketing mix.
fhnw.procedureThe project was divided into three parts. Firstly, skin care market and characteristics of Swiss consumers in purchasing OTC medicine were investigated. Distribution channels were analyzed by conducting interviews with the existing business-to-business (B2B) distributors of Complemendis. Additionally, business-to-consumer (B2C) channels were reviewed via store audit. Secondly, the information collected allowed identifying an attractive segment which is only partially reached via existing partners. Thirdly, targeted consumer profile was created and recommendations on positioning were provided.
fhnw.resultsOut of the analysis it was concluded that the natural and organic market segment is attractive due to its profitability and growth that makes it ideal for Complemedis AG. The first result was the advice to do the positioning of Kamedis as Bio-herbal and not TCM, as Complemedis initially wished. Bio-herbal products fall under the category of natural and organic produced in plant form. Well-established image of "Bio" products in the Swiss market would eliminate the need for TCM promotions. The second result was that the discrepancy of product, target market characteristics and the distribution channels, suggests considering wider distribution opportunities. Despite tough competition and despite the original purpose to use B2B sales channels, it was advised to consider B2C alongside the B2B channels. Within the B2B distribution, the focus should be on entering the OTC market through specialized dermatologists, which is the third result.
fhnw.IsStudentsWorkYes


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