PT Abbott Indonesia, a subsidiary of Abbott Laboratories, would like to penetrate the NSAID (Non-Steroidal Anti-Inflammatory Drugs) market in the beginning of year 2005 due to the big market in Indonesia. To do that, Abbott Indonesia is exploring the feasibility of launching ibuprofen, a product that belongs to the NSAID Therapeutic Class, which has been proven successful in other subsidiaries such as Pakistan and India.

Ibuprofen as the active ingredient has functions for reducing pain or anti inflammatory (as analgesic) and reducing fever (as antipyretic). Other materials that have the same functions as analgesic and antipyretic and are commonly used in Indonesia are paracetamol and mefenamic acid.

In Indonesia, analgesic and antipyretic medicine has already captured by mefenamic acid for analgesics products (i.e. Ponstan, Mefinal, etc.) and paracetamol for antipyretic products (Panadol, Bodrex, Tempra, etc.). So, in order to introduce a new product containing an active ingredient which is less widely used but not new in the pharmaceutical market such as Ibuprofen, we need to do market analysis carefully and implement the right strategy.

In this Group Field Project, we attempt to give recommendation to the management of PT Abbott Indonesia regarding the feasibility of launching Ibuprofen products in Indonesia NSAID markets.



Research Location: PT Abbott Indonesia

Supervisor: Jimmy Sadeli

Accepted: 18 September 2003