More than 300 local and multinational organizations have the registration of production and marketing of pharmaceutical products in Bangladesh but 212 companies have the existence in the production and marketing of pharmaceutical products. Beximco Pharmaceuticals Ltd. member of the Beximco Group, the leading edge pharmaceutical company, acclaimed for its outstanding product quality, strong brand equity, world-class manufacturing facilities, product development capabilities and outstanding service. The purpose of this paper is to make explicit how marketers employed in the pharmaceutical sector can ensure that the company is positioned in the industry as a result of a sustainable competitive advantage being achieved. Various factors are highlighted, including high research and new product development strategy, value chain strategy of new product, promotional campaign and market share market growth of new product- "Hemofix FZ" which is a new innovation in iron combination (ferrous ascorbate, folic acid and zinc). Design/methodology/approach of the new product launch strategy as well as marketing strategy is outlined in this paper was developed from both secondary and primary sources. A literature review was undertaken; a number of in-depth personal interviews and a focus group session were conducted, which involved managers within Beximco pharmaceutical company. Market analysis, SWOT analysis as well as sales analysis of Hemofix fz is done in this report.

Keywords: Marketing Effectiveness, Hemofix FZ, SWOT Analysis, Pharmaceuticals, Beximco.

Pages:
115 - 132