Strategy of promotion of medicines in the pharmaceutical industry on the example of the allergy medicine «Xyzal»

The pharmaceutical business is one of the most important sectors of the economy that have a serious impact on the economic development of the country. The development of the pharmaceutical business in Russia is closely linked to global trends, and along with other sectors of the economy is affected by geopolitical tensions. Therefore, the study of the pharmaceutical business in Russia, the development of a strategy for the promotion of pharmaceutical products is of significant practical importance. The subject of the study is the analysis and formulation of a strategy for the promotion of medicaments in the pharmaceutical industry on the example of the pharmaceutical "Xyzal". The article analyzes the competitive environment, the features of the market of these products, identifies the competitive forces of the product through the M. Porter model, defines the development strategy according to the Ansoff matrix, presents a sales plan, marketing budget and other financial indicators. Recommendations to achieve the goals stated in the strategy based on the market analysis were formulated. The results of this research can be used to determine effective strategies for the development of companies in the pharmaceutical industry, to improve the quality of manufactured medicines and medical products, to increase competitiveness in the market and, as a result, to improve the health of the nation and the economic development of the country.