Η χρήση των συμπληρωμάτων διατροφής ως μέσο προαγωγής της υγείας – ανάπτυξη σχεδίου μάρκετινγκ για την εισαγωγή νέου συμπληρώματος διατροφής στην Ελλάδα

Σπίγγος, Γεώργιος

The use of dietary supplements as a means for promoting health – marketing plan development for the import of a new dietary supplement in Greece

Master Thesis

Author

Σπίγγος, Γεώργιος

Date

2017

Abstract

The aim of this research is to investigate the current state of the market for Dietary Supplements in Greece and to explore the potential socioecomic benefits arising from its growth. These benefits relate to the overall efficiency of the Health care system, the health state of the population and the financial gain of the companies and the pharmacists operating in this market. The analysis also presents a proposed Marketing plan for the introduction of a specialized dietary supplement by a Greek pharmaceutical company in the Greek market. This specific dietary supplement helps control blood lipid levels and thus contributes to the normal function of the circulatory system. For the implementation of the strategic Marketing plan all recommended analytical stages were followed, namely: market analysis, goals setting, competition analysis, targeting, product positioning, and financial evaluation of the project. For the effective launch of the product in the market a series of promotional campaigns are suggested that include advertising (TV, radio, web), campaigns to educate medical scientists and opinion leaders, conferences and workshops. Dietary Supplements through attempting to meet the increasing dietary needs of the populations both in developed and developing countries are shown to enhance disease prevention and health promotion in general. At the same time, the cost of purchasing Dietary Supplements burdens the consumer 100%, while studies show that their use on a large scale by the general population could result in significant savings on resources for the Health care system and the Public insurance system. Consideration of the introduction of partial compensation for the use of Dietary Supplements by the State seems therefore important given the potential health and economic benefits that would be derived as a direct consequence of the prevention of certain diseases.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

100

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/10243

Collections

Τμήμα Οικονομικής Επιστήμης

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