TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CASE STUDY OF THE ADVIL MULHER LAUNCH: ANALYSIS OF POSITIONING STRATEGIES AND THE 4P S OF MARKETING | ||||||||||||
| Autor(es): |
BRUNO CESAR DA ROCHA CARVALHO |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 15/DEZ/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65485@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65485@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.65485 | ||||||||||||
| Resumo: | |||||||||||||
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The study aims to understand the marketing strategies related to the 4 P s of Marketing and the Positioning adopted by Haleon in launching the Advil Mulher product. After a bibliographic review, qualitative data collection was carried out through interviews with company employees with the purpose of exemplifying and explaining the marketing strategies used in the launch of the medicine, illustrating theoretical concepts. Throughout the study, the dissemination and sales challenges faced by the company are presented as it involves the commercialization of a medicine. The reasons that led the company to launch a product with a formula identical to another product already present in its portfolio were also presented.
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