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The French pharmaceutical market is the 5th largest market for human medicines worldwide and hence provides high potential for Stölzle Glass Group. Though the market conditions in France are very challenging, as differentiation from competition through quality or price can hardly be reached in the pharmaceutical glass packaging industry. To reach the company’s growth and awareness target, Stölzle needs a brand positioning concept which differentiates the company from its competitors long-term. Thus, the objective of this master thesis is to develop a B2B brand positioning concept in the French pharmaceutical market.
The first part of this thesis deals with the theoretical background of a brand positioning concept. At the beginning, B2B brand management is described with a special focus on the international pharmaceutical industry. Afterwards, the definition of brand positioning and the five steps of a brand positioning concept are explained. In the first stage, brand positioning objectives and possible positioning strategy approaches are presented. Following that, brand positioning ideas and their requirements are described. Subsequently, the implementation of the brand positioning concept through integrated marketing communication is shown. The final chapter includes strategic and operative controlling measures.
The second part of this thesis includes the practical implementation of the brand positioning. Firstly, an analysis of the BU Pharma and an environmental analysis of the French pharmaceutical market, the target group and the competition are provided. Then, the findings of the primary market research are outlined which have been conducted through a quantitative research. In addition, the results of the image analysis are interpreted separately for the French as well as German/Austrian pharmaceutical market to generate comparative values.
Based on the theoretical part and the internal and external analysis, a brand positioning concept for Stölzle is developed. Four positioning alternatives are created which are evaluated by Marketing and Sales with a value benefit analysis. One positioning alternative is advised for Stölzle which best fulfils the positioning requirements. Subsequently, communication activities are suggested to implement the brand positioning. At the end of this thesis, controlling measures and further recommendations for Stölzle are stated.