Full Report for Centrum Market Opportunity Understanding_v3_0826 2010

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1、ReportforPfizerAProjectforCentrumMarketOpportunityUnderstanding(Version1.0)PreparedforPreparedbyLivingstonMarketConsultants(LMC)Job#J100623DateAugust,2010111TableofContent项目介绍总结、结论和建议内分泌科老年科皮肤科儿科眼科不孕不育科各科医生对本科室相应疾病与维生素矿物质关系的认知内分泌科老年科皮肤科儿科眼科不孕不育科其它调研具体发

2、现各科室横向比较品牌知晓、使用情况及评价销售代表拜访及市场活动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