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《Full Report for Centrum Market Opportunity Understanding_v3_0826 2010》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫(kù)。
1、ReportforPfizerAProjectforCentrumMarketOpportunityUnderstanding(Version1.0)PreparedforPreparedbyLivingstonMarketConsultants(LMC)Job#J100623DateAugust,2010111TableofContent項(xiàng)目介紹總結(jié)、結(jié)論和建議內(nèi)分泌科老年科皮膚科兒科眼科不孕不育科各科醫(yī)生對(duì)本科室相應(yīng)疾病與維生素礦物質(zhì)關(guān)系的認(rèn)知內(nèi)分泌科老年科皮膚科兒科眼科不孕不育科其它調(diào)研具體發(fā)
2、現(xiàn)各科室橫向比較品牌知曉、使用情況及評(píng)價(jià)銷售代表拜訪及市場(chǎng)活動(dòng)22ProjectObjectivesNowPfizerChinawouldliketocallforamarketresearchprojecttounderstandthemarketopportunitiesofCentrum.Briefedbyclient,theprojectaimstomeetbelowobjectives:Assessthepatientloadofvitamincategorylevelandvitamin
3、usagewidthanddepthindepartmentlevel.Understandprescriptiondriversandbarriersregardingvitamincategorybybrand/featureanalysis.Toexplorethemarketopportunityandbusinesspotentialacrossrelateddepartments.TodrawoutthepriorityofCentrumamongdifferentdepartments
4、.TofigureoutthepatienttypewhoaresuitabletobeprescribedwithCentrumandfindoutthesupportivestoryofCentrum.Togaugethemarketsizeofeachtypeofpatientamongdifferentdepartments.Digintodoctors’perceptionregardingCentrumsoastoadjustcommunicationstrategyandrefinek
5、eymessages.33ProjectProcessGiventhesophisticationofthemarket,theprojectisdesignedtobea2-stageproject.Thequalitativestagewillaimtohaveanoverallunderstandingofthemarketandthenguidethequantitativesurvey.12?Drawasnapshotofdoctors’currentperceptiontowardVit
6、aminmineralandtheirprescriptionattitudesandbehaviorsinclinicpractice.?TofigureouttheopportunityofCentrum,i.e.,thetargetpatientsprofileQualitativestageandsupportivebrandstory.?Tohelpdesignthenextquantitativesurveyandmakesurealltheprojectobjectivesarecom
7、pletelycoveredandtheresearchfindingarecapabletobringaboutstrategicvalueswithnecessarywidthanddepth.?TounderstandcurrentATUofVitaminmarketandQuantitativestageCentrumperformance?ToquantitativelytestandconfirmtheoutcomesgeneratedfromStageI.44ResearchMetho
8、dology-StageIResearchmethodologyFocusgroupdiscussionwithroleplay,4respondentspergroupResearchlocation:TierIcity:GuangzhouTierIIcity:WuhanResearchtargets:EndocrinologistDermatologistGeriatricianOphthalmologistPediatricianReproductivecent
