Propuesta de una estrategia de mercadeo para lanzamiento y posicionamiento de Synolis, una nueva marca de producto en la empresa Avalon Pharmaceutical, dirigida al mercado nacional
Trabajo de grado - Especialización
2022
Osteoarthritis is one of the most recurrent mobility diseases in the world. According to the
WHO, more than 50% of the population over 60 years of age suffers from osteoarthritis globally,
which is mainly associated with age changes. In Colombia, it is also one of the main health
problems in the population that directly affects people's quality of life. Therefore, this work
focuses on a medical technology capable of reducing symptoms and providing relief for a long
time called Synolis VA. Thus, the objective was to design a strategic marketing proposal for the
launching and positioning of SYNOLIS, a new product brand in the company AVALON
PHARMACEUTICAL S.A., aimed at the Colombian national market. The qualitative approach
was used for the development of the study, firstly, through a documentary review of the literature
related to this topic. Secondly, participatory observation was used by immersing the field in the
context of specialists who treat this pathology. Finally, the semi-structured interview was used to
know their positions with respect to this new product and, based on this, to develop the launching
strategy.
- EMA. Tesis [20]
Descripción:
Trabajo de gradol.pdf
Título: Trabajo de gradol.pdf
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Descripción: Cesión de derechos.pdf
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Descripción: ACTA DE SUSTENTACIÓN.pdf
Título: ACTA DE SUSTENTACIÓN.pdf
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Título: Trabajo de gradol.pdf
Tamaño: 1.860Mb



Descripción: Cesión de derechos.pdf
Título: Cesión de derechos.pdf
Tamaño: 688.9Kb


Descripción: ACTA DE SUSTENTACIÓN.pdf
Título: ACTA DE SUSTENTACIÓN.pdf
Tamaño: 127.7Kb

