International marketing plan
Blackmores Cold and Flu
Table of contents
OTC Medicine features
Main self-medication product groups
OTC categories in India
Comparison with competitors’ product
Direct and indirect competitors
Factors that make Blackmores stand out from its competitors?
9 Target market size
Marketing objectives via new strategy of implementation
Advertising to the general public
Promotion via health care providers
Distribution from origin to destination
Choosing India as a destination to market Blackmores’ Cold/Flu Night & Day may seem radical; however the company has strong belief that this will benefit them not only in the short run, but in the long run too. India is reported to have one of the fasted growing pharmaceutical industries in the world with advanced technologies and many other contributing factors, which can be adopted by Blackmores to become a market leader in their industry. Currently the industry is highly regulated; however trends seem to be changing. Factors contributing to this change are the sheer size and growth of Indian domestic pharmaceutical industry, which as a result makes it increasingly difficult for the government to regulate every firms. Secondly pressure being applied from World trade Organisation to speed up discussions within the national government to improve patent protection. This will result in providing foreign pharmaceutical firms being provided improved marketing opportunities in the Indian Enormous Drug market over years to come. Blackmores however would like to get a head start and move in to get a strong foothold in this industry by marketing the Cold/Flu Night And Day Tablets. Blackmores’ Cold & Flu Day Night is an herbal formulation that supports the immune system, which fights colds and flu, whilst providing symptom relief during the day and calming relief at night. In order to operate efficiently and gain multiple benefits, it was decided that a licensing agreement would take place between Blackmores and a domestic pharmaceutical company named Dr Reddy’s Laboratory. Promotions would be carried out to an extent, as the target market does not consist of a broad market. Due to the differences in the culture and other factors there are a few modifications that have been carried out to the current product. These changes include the language and the colour of the packaging for example. Distribution and selling would be taken care by the licensor as per agreement.
The product is manufactured by Blackmores, an Australian company specialized in natural health solutions. It consists of an orange box on which is written the company’s name, the drug’s name, and several features and benefits, which are: • Supports the immune system, which fights cold and flu
• Helps relieve coughs, blocked nose, headaches, body aches and pains and mild fever • Assists during sleep disturbances to promote sleep
• May shorten the duration of cold symptoms and improve recovery time Blackmores’ Cold and Flu Day/Night is made from an herbal formulation, which is not harmful to the human system as it is made from natural ingredients, which are used to cause relief. These include: •
Echinacea- Studies suggest Echinacea juice may shorten the duration and improve recovery time of colds. Echinacea has been shown to act mainly on non-specific cellular immunity. It increases the number of spleen cells and white blood cells. •
Holy basil- has traditionally been used as a remedy for colds and the flu in Ayurvedic medicine. It is used to help clear mucus from the lungs and upper respiratory tract. Its pungency and penetrating nature...
References: Belch, G. & Belch, M. (2001) Advertising and Promotion, McGraw Hill, Australia
Cateora, P. & Graham, J. (2009) International Marketing, McGraw Hill, Australia
Dumont, J-C. & Lemaitre, G. (2009) Counting Immigrants and expatriates in OECD COUNTRIES: A new perspective. Retrieved October 16, 2001, from
Fletcher, R., Brown, L. (2008), International Marketing - An Asia Pacific Perspective, 4TH Edition, Prentice Hall, Australia
Kotler, P. & Armstrong, G. (2006), Principles of marketing, 11th edition, Pearson Prentice Hall.
Media Contact Resources
Neoncarrot (2009). Indian Tourism Statistics. Retrieved October 16, 2001, from
Pharmaceutical and drug manufacturers (2010). Pharma Industry Statistics. Retrieved October 16, 2001, from http://www.pharmaceutical-drug-manufacturers.com/pharma-industry-statistics/.
William, G. (2007). The Emergence of India’s Pharmaceutical Industry and Implications for the US Generic
Please join StudyMode to read the full document