ABC is a multinational pharmaceutical company and well known as a research-based company, advancing innovative technology and bringing localized value propositions and the latest innovation to improve the quality of life. The company’s priority is bringing high-quality, established, and trusted generic drugs that have been successfully treating patients for many years to international markets.

As part of its localization strategy, ABC acquired a local pharmaceutical manufacturing company (which throughout the report will be called “AFIRM”) in country X. Post-acquisition, ABC decided to upgrade the local plant facilities to meet the company’s internal quality standard of operations which are followed by all ABC’s manufacturing plants worldwide to protect the company products quality and reputation. The quality upgrade has been completed recently and the company is now resuming its commercial production and relaunching its products to the local market.

Having been inactive for a year in a fiercely competitive market with many local and imported generic drug manufacturers, ABC needs a comprehensive marketing plan for its relaunch campaign to regain market share and quickly recover its financial performance.

To support this, we will analyze how business-to-business marketing theories may be applied and adopted by AFIRM, specifically in the following areas:

• Product branding and positioning
• Rebuilding relationships with its customers: Distributors, Hospitals, and Healthcare institutions