New product marketing strategy--美国Essay代写范文

美国Essay代写范文:“New product marketing strategy”，这篇论文主要描述的是礼来公司研发了一种促进胰岛素快速匹配的新产品，在经过了大量的实验测试后证明了该产品所能够带来的功效，并且有着非常可观的发展前景，如何将这款新产品推广出去，并且让消费者了解到这款产品的有效性，企业面临着创新产品的推广难题。

Eli Lilly now is meeting the co innovation on the insulin pens and fast-acting Match insulin. As its function has been proved effective and the prospect is optimistic, the urgent affair is to promote its popularization. In consideration of the failing case of Humulin in 1980, the strategy to carry out must be careful. The slow pace of the substitution might be caused by recognition to the new technology.

Analysis

For a new product brought to the market, it generally experiences four stages: introduction, growth, maturity and decline. The basis for competition is to forming the chasm among all the competitors. Like Humulin, it takes almost ten years to popularize itself to the diabetes care medicine market. For it costs too much time to substitute insulin extracted from pancreases of cows and pigs, the advantage is slight by the chasing of other companies. In the case of Humulin, Eli Lilly is only aware of the huge market potential but ignore the questions to be encountered. The patients with diabetes have no confidence with the new medicine. In other words, the demand is just the thought of themselves but not the demand recognized by customers.

The quickly accept of a new technology can be difficult among people. The incomprehension to the new products and the unknown risk make it thorny to its extension. Eli Lilly did not consider that people are not familiar to the insulin synthesized and secreted by bacteria. Since Eli Lilly occopies a great share in the diabete area. This failure teaches Eli Lilly a lesson that though the innovation exceeds others much, it is necessary to take everything into consideration in practice and continue the innovation.

This technology aims at all patients of diabetes but its function is not introduced detailed to the public which leads to its slow pace of popularization. In addition, the huge investment at the beginning contributes to the decreasing continued extension. As a large market ownership, Eli Lilly takes a lot of measures to stabilize its share. Popularity and last innovation are of same importance.

The great innovation at present explored four particular classes: Match which solves the problem to provide a closer fit to the level pattern of glucose released into the bloodstream by the liver, pens and injection which make it more convenient to deliver, lightweight, portable blood glucose meters, and education centers set to promote the interactions between patients and physicians.

Learned from the failure before, Eli Lilly add the education centers to assist the popularization. It is effective to approach the patients and help the reception of new polices. A company with good reputation is usually easier to achieve the product promotion, especially the medicine company that is close to people's health. With the improvement of living quality, people do not only pay attention to the treatment of disease but also the convenience and efficiency of the therapies. Eli Lilly discovered the new demand and did the innovation specifically. The diabetics need a kind of medicine that can adjust to the blood glucose concentration. In addition, they prefer to a more convenient way to inject. So it is vital to let public know the excellent of the innovation. Actually, this behavior can also ensure the demand from customers. The security must be emphasized before launching on the market for customers’ resistant of premium price in Humulin case. Investment should be taken long-term to guarantee both the smooth operation in the early stage and the turnover later.  Too much capital at the beginning would do harm to the turnover of capital, which happened in the case oh Humulin.

For the advantage would be narrowed by the same products of others. So the new innovation should be done, such as smaller pens to take and more service offerred to public.

Recommendations

According to the failure of the Humulin case, we must take great effort to guarantee the recognition and popularity of the new technology. The traditional view suggests that crossing the chasm is the most vital parts in the competition while more realistic factors should be covered to achieve and keep the advantage in practice.

Before the popularization, a strategy to win the trust of customers is necessary like the education centers. Investigations are necessary in case the failure of the products. To increase the credibility, the examining report on inject pens and fast-acting Match insulin can be announced to the public, plus the commitment of authority. In addition, users’ experience is a supportive evidence to show the efficiency. We can extract several patients to help us do the experience plan. Publishing the outcome and making a contrast to others products to increase their confidence to us.

To access to the market as soon as possible, it is necessary to surrender part of the profits such as lowing the price and purchasing the insurance for them to attract customers. For the advertising was still largely forbidden when Eli Lilly launched Humulin, there is little communications to doctors or even the big hospitals. So advertising themselves to the public is a nice way to present themselves to people. The reaction of the customers should be listened timely to adjust the strategy.

As for the capital, an accurate assessment should be done to promote the smooth operation. When devoting to the new product, the domination of its mainstream market should not be ignored. For big companies, the exploration to new area must be cautious like startups to avoid the failure caused by complacent.

During the popularization of the new products, the innovation is still important to carry in case the chasing of other companies. In a word, the innovation needs both the popularization of the new products and its last update to adapt to the market.

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