Marketing Mix And The Success Of Nestle

1941 Words Oct 22nd, 2014 8 Pages
For an organization of your choice, critically assess whether the marketing mix contributes to the success of that organization”.
Student ID : 9453706 Ya-Han Huang
Objectives
Whether marketing mix contribute to the success of GSK.
Background
GlaxoSmithKline is a British multinational pharmaceutical company focus on developing new medicines, vaccines and consumer healthcare products that improve people’s health and well-being. The SmithKine Company was established in 1800 and had merged with Glaxo Wellcome in 2001. There are currently 99,000 employees across 115 countries. GSK was ranked 5th worldwide based on 9 billion US. Dollars net profit in 2014(Financial Times Global 500 list, 2014). It was also ranked 2nd in the UK based on the market share. (Abpi, 2014)
Marketing mix
Product
There are 3 major product categories in GSK which are prescription medicine, consumer healthcare products and vaccines. Each of the product line had different target customers. (See Figure. 1)
Product Target
Prescription medicine Healthcare Professionals (doctors, nurses, pharmacists…etc.)
Vaccine Everyone
Consumer healthcare products Everyone Figure. 1: Marketing mix of Product and Target
Price
Due to the research expense and commercial expense, the price is usually 2-3 times higher than other generic products.
Place
Each product categories can be derived from different channels depend on if it need prescription from doctors. (See Figure 2.)
Product Place
Prescription medicine…
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