Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-10-01
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Abstract
A senior product manager at Abbott Laboratories Limited (Abbott) must develop a comprehensive marketing strategy to launch Abbott''s ground-breaking drug, Norvir, into the Canadian market. Norvir has recently been launched in the US and was used to treat patients with the Human Immunodeficiency Virus (HIV). With fewer than six months before the scheduled Canadian launch date, he must make a number of decisions concerning product positioning, sales representation and promotion.
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-11-22
Length: 6 pages
Data source: Field research
About
Abstract
A senior product manager at Abbott Laboratories Limited (Abbott) must develop a comprehensive marketing strategy to launch Abbott''s ground-breaking drug, Norvir, into the Canadian market. Norvir has recently been launched in the US and was used to treat patients with the Human Immunodeficiency Virus (HIV). With fewer than six months before the scheduled Canadian launch date, he must make a number of decisions concerning product positioning, sales representation and promotion.
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Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-11-22
Length: 6 pages
Data source: Field research