A major influence in the use of food supplements is the fact that it is part of our daily life and harms our physical and physiological behavior and mentality through food and dietary nutrition. Facing the fact, that nutrition is part of our life style and influences our well-being, the systematic way to keep the high level of well-being is directly linked to nutrition and the way we follow it every day. Nutrition as part of our well-being is also influenced by our behavior, how we take care of our daily consumptions of foods and its ingredients. As everybody knows since childhood, food has major impact on ones physical development and mental healthiness. We have learnt that additional food ingredients can influence our well-being. Therefore the more we get aware of the influence, the more we care about our food and supplements to stay healthy and more or less emphasize the salutogenetic approach of medical treatment.
As ANTONOVSKY claims in his approach, people with ability for self-medication, they will have the ability to do everything to stay healthy and adequately live their life in such mode, that they will continue to stay healthy. This will be done with balancing their life in matters of daily work, stress factors, infections, social integration, self-confidence and many more. As BENGEL discusses in his symptomatic approach, the question of being healthy is more the question of preventive medicine in respect of activating ones resistance against health influencing factors. This fact is more or less the initial point of medication outside of the classical prescription medicine, in its pathogenic manner. Self-medication is a trendy thing and is part of a high quality standard of living, which gains more influence also in the social structure of people. To be healthy means high quality of living and following the trend will indicate the willingness to keep that quality on the high standard. Therefore, as a part of peoples lifestyle, they spend money for health, more as they would do without the influence of the know-how, that self-medication can offer. Healthiness in a salutogenic manner is definitely part of the high quality lifestyle of modern and high-civilized people.This work will draft a business model in a very complex framework of a newly adapted legal structure in the health care business of food supplements and bioactive substances of phytopharmaca.
Table of Contents
1. Business Plan
1.1 Background of food supplements, plant food supplements or phytopharmaca
1.2 Structure of the work
2. Marketing in Pharma Business
2.1 Pharma Marketing in general
2.2 Marketing Plan
2.3 Market Share
2.4 Market Segments
2.5 Market Analysis
2.6 Portfolio Analysis
2.7 Market Brand
2.7.1 Brand Models
2.8 Market Goals
2.9 Marketing Strategy
2.9.1 Tenders, Offers, Characters of Supplies
2.9.2 Pricing and Strategy
2.9.3 Distribution channels
2.9.4 Marketing Tracking and Controlling
3. Trends in the pharmaceutical industry
3.1 Impacts of Food Supplements on this trend
3.2 How bioactive foods affect obesity
3.3 New Regulations regarding Food Supplements
3.3.1 Pharmaceutical product
3.3.2 Food and Food Supplements
3.3.3 Dietary Products
3.3.4 Dietary Products for medical use
3.3.5 Cosmetics
3.3.6 Medical Products:
4. Marketing Tools for Food Supplements
4.1 Marketing Mix
4.2 Product manager and Product management
4.3 Strategic Planning
4.3.1 Positioning
4.3.2 Orientation
4.4 Operational Planning
4.4.1 Competences and setup of the marketing team
4.4.2 Cooperation and one-stop-shop for the medical department
4.4.3 Cooperation with the practitioners and pharmacies
5. Advertising
5.1 The sales-team and pharmaceutical representative
5.2 Advertising within the pharmaceutical legal framework
5.3 Ethic Assets
6. Funding and Finance
6.1 Early Stage Phase
6.2 Expansion Phase:
6.3 Late Stage Phase
6.4 Funds, Grants and Venture Capital
7. Business Model for Food Supplements
7.1 ‘State of the Art’ Food Supplements in Europe
7.1.1 Food supplements
7.1.2 Plant Food Supplements (bioactive Compounds) and Phytopharmaca
7.1.3 Novel Food
7.1.4 Functional Food
7.2 Define Business opportunities, market opportunities
7.2.1 Definition within distribution channels, partner systems, POS, and other
7.2.2 Rank potential
7.3 Market Potential Food Supplements vs. traditional prescription medicine (RX)
7.4 Trends in the future – Next Generation Food Supplements
7.5 Challenges for new food supplements
7.6 USP
7.6.1 Characteristics for food supplements and phytopharmaca
7.6.2 East Europe and Russia and its market potential
7.7 Financial Model, Business Plan
7.7.1 Funding Structure:
7.7.2 Cost table
7.7.3 Operational Planning and Scheduling
8. Intellectual Property and Development
Objectives & Themes
The primary objective of this thesis is to develop a robust business model for the marketing and distribution of new food supplement products within the Eastern European pharmaceutical market. The research explores how specialized "next generation" food supplements can be strategically positioned alongside traditional pharmaceuticals, addressing the regulatory, financial, and competitive challenges inherent in these markets.
- Strategic marketing and distribution planning for the food supplement industry.
- Integration of regulatory compliance and pharmaceutical quality standards.
- Analysis of market entry strategies, branding, and unique selling propositions (USP).
- Investigation of funding mechanisms, including public grants and venture capital for start-ups.
- Evaluation of regional market potential in Eastern Europe and Russia.
Auszug aus dem Buch
1.1 Background of food supplements, plant food supplements or phytopharmaca
A major influence in the use of food supplements is the fact that it is as part of our daily life and harms our physical and physiological behavior and mentality through food and dietary nutrition. Facing the fact, that nutrition is part of our life style and influences our well-being, the systematic way to keep the high level of well-being is directly linked to nutrition and they way we follow it every day. Nutrition as part of our well-being is also influenced by our behavior, how we take care of our daily consumptions of foods and its ingredients. As everybody knows since childhood, food has major impact on ones physical development and mental healthiness. We have learnt that additional food ingredients can influence our well-being. Therefore the more we get aware of the influence, the more we care about our food and supplements to stay healthy and more or less emphasize the salutogenetic approach of medical treatment.
As ANTONOVSKY claims in his approach, people with ability for self-medication, they will have the ability to do everything to stay healthy and adequately live their life in such mode, that they will continue to stay healthy. This will be done with balancing their life in matters of daily work, stress factors, infections, social integration, self-confidence and many more. As BENGEL discusses in his symptomatic approach, the question of being healthy is more the question of preventive medicine in respect of activating ones resistance against health influencing factors.
Summary of Chapters
1. Business Plan: Outlines the initial background of the food supplement industry and establishes the conceptual structure for the thesis.
2. Marketing in Pharma Business: Examines essential marketing principles, including market analysis, segmentation, branding, and strategic planning within the pharmaceutical industry.
3. Trends in the pharmaceutical industry: Discusses current industrial shifts, including the impact of chronic diseases and the evolving regulatory frameworks governing food supplements and medical products.
4. Marketing Tools for Food Supplements: Details practical marketing frameworks such as the marketing mix, operational planning, and the specific roles of product managers and sales teams.
5. Advertising: Explores the legal constraints and ethical responsibilities associated with pharmaceutical and food supplement advertising.
6. Funding and Finance: Provides a guide to modern financing structures, including public grants, venture capital, and the various development stages of a pharmaceutical start-up.
7. Business Model for Food Supplements: Synthesizes the previous sections into a specific business model, focusing on European market potential, USP development, and financial planning for bioactive products.
8. Intellectual Property and Development: Addresses the crucial role of IPR and patents in protecting innovation within the food supplement and phytopharmaca sectors.
Keywords
Food Supplements, Pharmaceutical Marketing, Market Entry, Strategic Planning, Business Model, Regulatory Compliance, Eastern Europe, Product Lifecycle, SWOT Analysis, USP, Venture Capital, Bioactive Compounds, Phytopharmaca, Funding, Marketing Mix
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on creating a viable business model for marketing and distributing high-quality food supplements and bioactive substances within the complex pharmaceutical landscapes of Central and Eastern Europe.
What are the central thematic fields covered?
The thesis covers pharmaceutical marketing strategies, regulatory and legal frameworks for food supplements, product development lifecycles, and financial models for early-stage and expanding businesses.
What is the primary research goal?
The primary goal is to compile key elements of a business plan that addresses the challenges of vertical integration, market positioning, and sustainable profitability in the pharmaceutical and health sectors.
Which scientific methods are employed?
The author uses standard business research methods, including SWOT analysis, BCG Matrix analysis, and the Balanced Scorecard model to evaluate market positions, alongside an analysis of current European regulatory directives.
What does the main body of the work cover?
The main body details the marketing mix, the specific requirements of the pharmaceutical legal framework in Austria and the EU, the steps of product development, and the intricacies of securing public and private funding.
Which keywords characterize the work?
Key terms include Food Supplements, Pharmaceutical Marketing, USP, Business Model, Venture Capital, and Regulatory Compliance.
How does the author define the difference between food supplements and medicine?
The author distinguishes between them based on intent: food supplements are for nutritional health and well-being, while medicines are explicitly intended for healing, easing, or preventing specific diseases.
Why is the East European market highlighted?
It is highlighted as a strategic growth region that is increasingly aligning with European pharmaceutical standards, offering "first-mover" potential for companies that can bridge the quality gap between standard and advanced supplements.
- Quote paper
- Oliver Dinstl (Author), 2012, Marketing and Distribution of New Food Supplement Products in the East European Market. A Business Plan, Munich, GRIN Verlag, https://www.grin.com/document/285665
