Marketing Report

1. INTRODUCTION

A marketing report has been prepared by Abbott to introduce a new infant formula milk, Similac Excellence Follow-On in Singapore.

1.1 Purpose Of Report

This is a 12 months marketing plan commencing from January 2007 to December 2007. Abbott plans to launch its new formula milk into the Singapore market after December 2007. The target market will be infants between the age of 6 months to 12 months old.

1.2 Scope Of Report

Our marketing plan comprise of the following three stages:

Stage 1

Analyzing both the internal and external environment and perform a SWOT analysis of infant formula milk.

Stage 2

Identifying and developing our marketing objective and marketing mix strategies for Abbot Similac Follow-On.

Stage 3

Preparing a detailed implementation plan for Similac Follow-On between 2007 to 2008. A marketing budget for the new product will be provided.

2. COMPANY PROFILE

2.1 ABBOTT LABORATORIES (S) PTE LTD

ABBOTT was founded in 1888 by Dr Wallace Abbott who was a Chicago physican. Abbott is an American-based, global, diversified healthcare firm. Among the world's largest and most successful corporations, ABBOTT has a presence in more than 130 countries.

ABBOTT is dedicated to the discovery, development, manufacture and marketing of health care products and services. Around the world, the company's 70,000 plus employees are committed to improve people's lives through cost effective health care technologies. Providing quality health care worldwide for more than 100 years, ABBOTT offers a comprehensive range of nutritionals and pharmaceuticals for you and your family.

At ABBOTT, we continue to develop new nutritional and healthcare solutions for children and adults, for their physical and general well-being. Every product is created for a special need. The best solutions nature can provide. The most advanced science. ABBOTT is...