Ans:)In provided scenario an effort is made by a
pharmaceutical company to promote its prescription products
directly to its patients known as DTCPA (Direct To Consumer Drug
Advertising).
Currentlyseveral types of DTCPA are available
:
- Oneone type is "help-seeking add" which provides
information about a medical condition and encourage the patient's
to contact their physician but doesn't mention their
product
- another type is "reminder add "which includes product
name, its types, provides information about strength, dosage form,
price but it does not mention the indications.
- "product- clam- add" which mentions the product and its
indications and includes efficacy or safety clams.
ANALYSING BUYING BEHAVIOUR AND CHARACTERISTICS OF
CONSUMERS:
Analysing consumer behaviour is the study of how people
make purchase decisions regarding the product service or
organisation, how consumers behave while shopping, how their
behaviour is swayed by their surrounding environment, how marketing
company can be improved more effectively to influence consumer
behaviour.
- Consumers behaviour involves more than
buying.
- Consumers behaviour is a dynamic process.
- consumers behaviour involve characteristics among many
people .
- Consumers behaviour involves decisions.
- Consumer behaviour includes products, services
,activities and ideas
Carrying out a market research to
understand who you are target audience is.
it is important that marketers should be aware of
purchase decision.
you should ascertain who is actually
making the decision to purchase your product for example an
organisation may purchase furniture for its office but the decision
to purchase could have made by Hired interior
designer.
you should attempt to understand the
reason behind consumers purchase which will vary from person to
person.
the consumer may prefer one brand
another due to many reasons for example quality quantity, brand of
product.
STRATEGIES TO MARKET THE PRODUCT TO
CONSUMER:
There are different strategies to
market the product to consumer.
- Use special introductory offer:instead
of announcing your a new product or service you can make it
available as a part of special introductory deal which takes many
forms for example discount pricing ,buy one get one free deal, free
gift for every referral, reduced rate bundle.
- Run a social media contest:use direct message on
platform like Facebook ,Instagram and even Snapchat or Twitter to
communicate with potential customers who might be looking for your
products and services.
- Offer loyal customers an exclusive preview
becausecustomers are a key part of how to promote your product and
they are most likely to not only by it but also promote it to their
networks.
- Make use of Google my business account.
- Spread the word via email in which you can highlight
the offer in your subject line.
- write a blog post on newly launched item as it is a
great way to go into depth on all of details futures and
benefits.
- Host an event because events not only get customers
excited about your new products but can also get new prospects
personally engaging with you or other employees of your
business
- Offer a complimentary upgrade.
- Share customer reviews
- Post on social media to promote new
product.