Study On The Marketing Strategies Of Hepatitis A Vaccine Of CCBIO

CCBIO is a wholly stated bio-technical company under control of SINOHPHARM, that has a long history and integrates production, R&D, management and education together. For many years, CCBIO actively engaged in Chinese bio-products development, and significantly contributed to health and epidemic prevention and disease prevention in China."Freeze-dried Live Attenuated Hepatitis A Vaccine", developed by CCBIO, was the first to obtain new drug certificate and production approval document issued by Chinese State Drug Administration on Jul 2000. Meanwhile,"Freeze-dried Live Attenuated Hepatitis A Vaccine and its Protective Agent"received national patent of invention (Patent No. ZL98120633.6) and international patent of invention. CCBIO's patent transformed aqueous Hepatitis A Vaccine into freeze-dried vaccine.CCBIO has top technique and quality in the world wide, but the marketing model was extensively condemned. Furthermore, national , published in Jun 2005, completely broke down the former situation of vaccine circulation in China. Bio-vaccine products were indeed dragged in market competition that turned intensive competition into white-hot.With background as above, thesis starts with marketing environment and current status of Hepatitis A Vaccine, and integrates with standpoints from leading researchers in this field, then concludes and classifies their points to design pricing strategy, product strategy, promotion strategy, channel strategy and branding strategy for CCBIO's Hepatitis A Vaccine target market. It aims to refresh a study of marketing concept, and to refresh a think and designing of CCBIO's Hepatitis A Vaccine marketing strategy, that can provide even more scientific reference for decision-making on vaccine selling.The first chapter of thesis proceeds with CCBIO's current situation and vaccine product characteristics, and gradually goes deep into the particularity of Hepatitis A Vaccine marketing:Firstly, vaccine market is highly different with prescription medicines market, market characteristics were decided by vaccine's property, as follows:1. vaccine manufacturing companies face enormous obligation pressure;2. price is another problem for companies. Vaccine manufacturers cannot set up profit pattern of high price superior return due to government control and industrial barrier, etc. Therefore, successful vaccine marketing will rely on its grade of cure disease for certain extent.Secondly, Ministry of Public Health issued on Feb 2008, that categorized Hepatitis A Vaccine to enfant immunity vaccine scheme. However, the program regulated that"because vaccines like Hepatitis A Vaccine cannot meet inoculation demand for all of the right age children, province's public health service choose implementation area and object on the basis of annual central special fund plan, the situation of epidemic and implementary feasibility. With increasing vaccine supply capacity, the implementation scope will be extended."Hepatitis A Vaccine currently is in the stage of"expanding planned immunity vaccine", and consumers are still willing to purchase part of vaccine by themselves.The second chapter will carry through PEST analysis on macro environment of vaccine market in the first place, which perform the anatomy of market from political, economic, social and technical factors. showed that China strengthens its support to vaccine industry further, and related departments enhance their supervising on bio-products as well. Under serious international financial crisis impact and complicated domestic and international environment, China's GDP increase rate still reached 8.7%. In addition, vaccine industry development was strongly ensured by advantages of new round of baby boomer and technology progressing, etc.Then, SWOT is employed to analyze vaccine marketing environment. CCBIO should develop its advantages such as high market reputation, stable quality and credibility of technology patent, and also take use of the opportunities such as beneficial policy and expanding market capacity. It needs to overcome disadvantages due to single marketing channel and scientific research lag, and actively deals with threats including increasing market competition and foreign companies entering into the market on a large scale.Finally, author will study on vaccine market competition and CCBIO marketing status. Nowadays, there are two main echelon in Chinese vaccine market. The first echelon is formed by six large bio manufacturing institutions from foreign companies and China National Pharmaceutical Group Corporation (hereinafter referred to as SINOPHARM), and CCBIO belongs to SINOPHARM. The second one is constituted by new vaccine companies. Exclusive sale rights model used by CCBIO was weak in many aspects. It not only abandons the initiative in marketing, but also loses the opportunity of direct communication with clients and extending market.The third chapter fractionizes Hepatitis A Vaccine market from 3 dimension including population and birth rate, Hepatitis A prevailing region and customers consciousness of epidemic prevention, and grips the traits in each market segment. According to CCBIO's trait and each market segment and overall market demand, we can confirm Hepatitis A Vaccine's target market, and position product as top quality, lowest price, first class on security, immunity effect and after-sale service, and also aim at domestic middle and low-end market to lay the foundation for next step of designing marketing strategy.The last chapter, based on market position, proposes a marketing portfolio for CCBIO's Hepatitis A Vaccine, which contains product strategy, pricing strategy, distribution channel strategy and promotion strategy.CCBIO faced the unstable factors like serious market competition and internal system reformed in the last few years, but it still pursuing management concept of"life paramount and quality first". CCBIO strictly carried out production and quality control in term of , and positioning Hepatitis A Vaccine at middle and low-end price, and also permanent immunity for one-off injection that was high effective and less side-effect.With strengthening quality control and R&D, CCBIO actively responds the channel transform due to market changing, and one side is to strive for listing in government purchase up to winning a bid, on the other hand is to maintain distribution network and build up own sales team to increase sales volume.Meanwhile, it should also enhance brand building, and establish own core value, that is distinct to competition products, through defining the target market, and then to consistently implement and embody the value. Only the core value is effectively delivered to customers, and they are deeply impressed by brand, where after, customers recognize CCIBO's products stage by stage.