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

Abstract

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.