Domestic and International Market Channel Strategies
SRS needs to develop a marketing channel system particular to its new bygasse prescription bottle. Essentially, SRS should identify its target market, and reverse engineer its supply chain, called demand-chain planning. Its target market is every seller of prescription drug bottles. SRS can employ a push strategy, tasking its sales force and committing resources to entice intermediaries to carry, promote, and sell the bygasse prescription bottle to end users (Kotler & Keller, 2007). SRS will employ an intensive distribution strategy, where the manufacturer uses as many outlets as possible (Kotler & Keller, 2007). The bygasse prescription bottle can be distributed to three separate intermediaries: large pharmaceutical companies, wholesale prescription bottling companies, and retail drug stores. This new product can be appealing to these intermediaries, as there is a growing effort globally to reduce waste and the use of plastics. In addition, this will be attractive to companies with corporate responsibility initiatives. These strategies can be employed both SRS' home base in India, as well as internationally in Panama. An additional intermediary for SRS in its Panama launch will be through the Panamanian government. The Social Security Department of Panama annually invites bids from companies to supply, store, transport and deliver drugs for a minimum 12-month term [ (Central American Business Network, 2012) ]. SRS can partner with one of these companies making a bid to supply the bygasse prescription bottle. Domestic and International Pricing Strategies
Kotler and Keller (2007) suggest a six-step model for setting price policy (Kotler & Keller, 2007). First, SRS should select its pricing objective. Initially, SRS should set a survival pricing objective to just cover its variable costs to obtain a toehold in the market, then a market-penetration strategy to maximize its overall market...
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