MARKETING STRATEGY FOR NEW PARA-PHARMACEUTICAL PRODUCT “SAUMET”

Abstract

This project is devoted to study the issue of launching a new product on the market of Kazakhstan. During reading the project you will know about the product, stakeholders, all analysis held to answer the main questions of the project and overall recommendations for the project future. Product: Saumet is a new para-pharmaceutical product that has a DNAprotective effect to protect the body from the negative effects of external and internal environmental factors and the correction of dystopian disorders of various etiology, based on natural mare's milk. Key stakeholders: State- source of funding and project initiator, PI “National Laboratory Astana” - developer, LLP “Evrazia Invest LTD”- manufacturer and holder of all business processes. Research problem: The main question of the business owners is how to maximize profit on the project after its launch. The question is too broad and requires deep research. Due to time constraints and lack of information from key stakeholders, the scope of the project has been reduced. We will investigate part of the research problem and narrow the geographic region of the project to Kazakhstan’s market only. So, there are four questions to be answered: 1. What are the main opportunities and threats of the project for the Kazakhstan’s market? 2. How attractive is the product for Kazakhstan’s consumers? 3 3. In view of competition, economic and other factors, how should the product be priced? 4. What would be appropriate channels for Distribution of the product? To investigate the project we used methodology such as: literature overview, frameworks from our FTMBA courses such as Marketing Management, Strategy, Corporate finance, Rising capital and Valuation. We have done such analysis as Three Cs, STP (segmentation, targeting, positioning), Four Ps, PESTEL, SWOT and etc. To investigate whether the project is financially attractive, we have made valuation of it and such indicators as NPV and WACC will show the result. The project was calculated on the attractiveness of the project and calculated such indicators as NPV, WACC. In section Key findings, there are such findings as consumer behavior patterns, trends followings, benchmarks for product and competitor analysis where shown absence of similarities which cause difficulty to make comparison and analyze. As for the financial part, the main finding is unclarity with costs and method to identify right price for product. In conclusion you will be introduced to how we could answer the questions which were set up by research problem. The recommendations section describes the areas for further research