BENTOURA, BouchraBABA AHMED, Hichem ( Supervisor )2024-05-262024-05-262023-06https://dspace.hec.dz/handle/123456789/585The pharmaceutical sector in Algeria holds significant importance as it plays a crucial role in ensuring access to quality healthcare for the population. However, the country has been facing challenges due to high dependency on imported drugs, resulting in a substantial import bill. To address this issue, the Algerian government has been actively taking steps to improve the local pharmaceutical market and limit importations. One of the key strategies is to promote the development of a robust generic drug market. The government has implemented policies to encourage the production and use of generic medications, aiming to reduce healthcare costs and enhance affordability. In this context, launching a new pharmaceutical product holds immense importance for both the government's objectives and the pharmaceutical companies operating in Algeria. The successful introduction of a new product is a crucial step for companies as it allows them to expand their product portfolio, increase market share, and contribute to the growth of the local pharmaceutical market. Furthermore, alongside the crucial step of launching a new pharmaceutical product, implementing an effective communication strategy is paramount to ensure its success in the market. In the following work, we will analyze the communication strategy employed by EL KENDI laboratories during the introduction of their new product, Stratan®.enPharmaceutical sectorgeneric drugnew product launchpharmaceutical product launchCommunication strategyEL KENDI LABORATORIESThesis