Topics: Marketing, Product management, Product life cycle management Pages: 17 (4215 words) Published: February 18, 2013
Glaxo Smith Kline


Date Submitted

November, 9, 2012

Prepared By

Colin Williams


Table of Contents

company offering product/SERVICE1

Company Description1
Company Location(s)1
Other Products Offered1
Market Areas Sells To1

product/SERVICE being marketed2

Description of Product2
Features and Capabilities2
Product Life Cycle2, 3

Market of product/SERVICE4

Customers for Product4
Why Product Needed4
How Product Used4
When Product Bought5

Product/SERVICE Position 6

Competitors Offering Products6
Competing Products Features/Capabilities6
How Competing Products Different6
Competing Products Evaluations6
All Products Market Share6,7

Product/SERVICE marketing channels 8

Current Product Marketing Channels 8
Competitor(s) Marketing Channels8
Advantages/disadvantages of Current Channels8,9
Possible Alternative Channels9

Product/SERVICE marketing program 10

Overall Marketing Program10
Program Changes Made10
Product Advertising Program10
Product/Service Branding10
Product/Service Marketing Success11

information sources12

Web Sites
Company Offering Product/Service

Company Description

We have a challenging and inspiring mission: to improve the quality of human life by enabling people to do more, feel better and live longer. This mission gives us the purpose to develop innovative medicines and products that help millions of people around the world.

Company Location(s)

Headquartered in the UK, we are a global organization with offices in over 100 countries and major research centers in the UK, USA, Spain, Belgium and China. But being a leader brings responsibility. This means that we care about the impact that we have on the people and places touched by our mission to improve health around the world.

It also means that we must help developing countries where debilitating disease affects millions of people and access to life-changing medicines and vaccines is a problem. To meet this challenge, we are committed to providing discounted medicines where they are needed the most.

Other Products/Services Offered

We are one of the few healthcare companies researching both medicines and vaccines for the World Health Organization’s three priority diseases – HIV/AIDS, tuberculosis and malaria, and are very proud to have developed some of the leading global medicines in these fields.

We produce medicines that treat major disease areas such as asthma, anti-virals, infections, mental health, diabetes, cardiovascular and digestive conditions. In addition, we are a leader in the important area of vaccines and are developing new treatments for cancer. We have a challenging and inspiring mission to improve the quality of human life by enabling people to do more, feel better and live longer.

Market Areas Sells To

• Over-the-counter (OTC) medicines including Gaviscon and Panadol • Dental products such as Aquafresh and Sensodyne
• Smoking control products Nicorette/Niquitin
• Nutritional healthcare drinks such as Lucozade, Ribena and Horlicks • Skincare products marketed by Stiefel Laboratories

Product/Service Being Marketed

Description of Product/service

Dermatology Medication. The new business will have a broad portfolio of dermatology products including Stiefel’s leading brands: Duac/PanOxyl, for acne. 

Features and Capabilities

Patented formula helps reduce irritation and inflammation commonly experienced with conventional BPO formulation. Quickly penetrates pores, killing the bacteria that cause acne. Clears existing acne blemishes and prevents new blemishes from forming. Highest strength BPO available without a...
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