10 step marketing plan for aforvir

1,082 views

Published on

Published in: Business, Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,082
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
125
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

10 step marketing plan for aforvir

  1. 1. 10 Step Marketing Plan forAforvir (Cetirizine HCl) 2012 Edition Raymund C. Piñon Ateneo Graduate School of Business
  2. 2. 10 STEPMarketing Plan forAforvir (Cetirizine HCl) Raymund C. Piñon July 2012 2 http://raymundcpinon.blogspot.com/
  3. 3. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
  4. 4. Aforvir PTM and Market1. PTM for Aforvir are Physicians who prescribe antihistamines for children 6 months to 5 years of age who suffer from allergies2. Physicians need a fast-acting antihistamine that has minimal drowsiness effect, is affordable and has a pleasant taste3. 86 branded and unbranded products currently crowd this market, but the top brands come from 3 major companies – United Laboratories, GSK and Schering Plough4. Most competitors focus on rational appeal to attract attention and engender recall and trial usage. Aforvir will use emotional appeal to create Point-of- Difference by highlighting the idea that “Love and Aforvir will re-unite children to their beloved pets” because of its fast-action, safety profile, affordability and great-tasting green-grape flavor5. Market is currently P116 million and is growing at a CAGR of 16%
  5. 5. AforvirMarketing Mix and Strategy1. Aforvir (Cetirizine HCl) 5mg/5ml is an antihistamine that is bioequivalent to innovator drugs, but is more affordable and comes in great-tasting green-grape flavor2. SRP of Aforvir is only P184.00 per 60ml bottle3. Promotions efforts will center on highly skilled Medical Representatives who will regularly visit target physicians to “detail” pre-planned communications messages and use tools, such as samples and give-aways, to grab attention, create interest, persuade to try, and sustain prescriptions for Aforvir.4. Aforvir is available in all major drugstore outlets nationwide5. Aforvir will differentiate itself through its innovative emotional promotional campaign centered on the theme: “Love and Aforvir will keep us together – Reunited.”
  6. 6. Aforvir Primary Target Market Physicians: Pediatricians, Allergologists, ENT, Dermatologists, General Practitioners who see children 6 months to 5 years of age who suffer from allergies Highly educated professionals whose life’s work involves treating sick people to restore them to health They are heavy users of antihistamines, writing more than 6 million antihistamine prescriptions for more than 4 million allergy patients (PMDI 2009 projected to 2012). The rapid growth in usage of antihistamines can be attributed to advances in medical science, and the introduction of more affordable brands.
  7. 7. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 7
  8. 8. 2. PTM’s needs, wants &demandsNeeds: To gain recognition as a competent physician among patients and peers; to feel appreciated and loved by patients for their compassion and help; to achieve high success rates in treating patients with allergiesWants: Efficacy, minimal or no sedation, affordable, pleasant taste for children, reputable manufacturer, supported by clinical studies, professional staff, samples, promotional “noise,” practice supportDemands: Proven effective, affordable, pleasant tasting for children’s compliance, available, samples
  9. 9. 3a. Direct and IndirectCompetitors The antihistamine market is valued at P116 million with a 5-year CAGR of 16%. There are 82 branded and generic products competing for this therapeutic class. The top 10 brands are:  Allerkid (UL)  Alnix (UL)  Virlix (GSK)  Benadryl (J&J)  Iterax (UCB)  Zyrtec (UCB)  Aerius (SP)  Xyzal (GSK)  Allerta (UL)  Claritin (SP) Factors that affect choice of brand include proven efficacy, side-effects profile, affordability, taste, company reputation, relationships, samples, promotional effort, practice support, clinical studies
  10. 10. Position Map for Antihistamines Price vs. Quality Matrix as of 2012 High Price Claritin Virlix Aerius Zyrtec Low Highquality Alnix Allerkid quality Allerta  Iterax Aforvir Xyzal Benadryl Unbranded Generics Low Price
  11. 11. Benefit Positioning vs. Brand Map for Antihistamines as of 2012Functional Benefit Aforvir Aller Alnix Virlix Bena Iter Zyrtec Aerius Xyzal Allerta Claritin kid dryl axPerceived QualityFast ActingNon-SedatingPleasant TasteAffordable
  12. 12. 4. Gap betweenCustomers and CompetitionAn opportunity is found in the unclaimed affordability and bioequivalence segmentAforvir addresses the need for an affordable and pleasant-tasting antihistamine (Cetirizine) that is bioequivalent with innovator brandsPositioning: for children 6 months to 5 years of age who suffer from allergies, Aforvir (cetirizine) syrup is the antihistamine that meets the need for an affordable remedy that is also bioequivalent to innovator drugs. Unlike other antihistamines, Aforvir comes in unique green-grape flavor that children will love.
  13. 13. Antihistamine (IMS) Pediatric Preparations Company Value Share % Growth ContentSegment 116,010,204 100% 9%Allerkid Pediatrica 32,792,500 28.3% 30% CetirizineAlnix Westmont 29,825,000 25.7% 24% CetirizineVirlix GSK 10,480,000 9.0% -15% CetirizineBenadryl J&J 10,315,000 8.9% -19% DiphenhydramineIterax UCB 8,375,000 7.2% 30% HydroxyzineZyrtec UCB 6,200,000 5.3% -19% CetirizineAerius Schering 5,365,000 4.6% -16% DesloratadineXyzal UCB 4,432,500 3.8% -0.5% LevocetirizineAllerta United American 3,527,500 3.0% -21% LoratadineClaritin Schering 2,377,500 2.0% -26% LoratadineAforvir POGI 2,125,000 1.8% 160% Cetirizine
  14. 14. 5b. Market Sizeand Aforvir Market Share (IMS)1. Market Size P 116 million2. Aforvir sales P 2.1 million3. Aforvir market share 1.8%
  15. 15. 5c. Estimate the market sizeusing customer data1. Usage per day or per year  Per person  1 tsp (5ml) 3 times/day @ 7 days  Ave cost per ml = P4.60  Ave. treatment cost per day = P13.80  Ave. treatment cost per week = P96.60  Ave. cost of allergy treatment per person per year = P193.00  Number of patients treated (PMDI data) 4,000,000  Market size estimate = P 386,000,000
  16. 16. 5. Actual Market Size1. Competitor data= P116 million3. Company data = P116 million  P2,125,000/ 1.8%3. Customer Usage data = P386 million
  17. 17. 6b. Product FeaturesAforvir (Cetirizine HCl) syrup 5mg/5ml 60ml bottle is an antihistamine that is indicated treatment of perennial and seasonal allergic rhinitis, chronic idiopathic urticaria and allergic conjunctivitis for children 6 months to 5 years of age. It comes in delicious green-grape flavor that kids will love
  18. 18. 7. Price P184.00 per 60ml bottle We use penetration pricing strategy to grab market shares
  19. 19. MDC Price Cost/ dose Total Cost SavingsAforvir Syr 5mg/5ml x60ml 184.00 15.33 107.31 -Cetirizine (Pedia OG Care)Alnix Syr 5mg/5ml x60ml 243.25 20.27 141.89 34.56Cetirizine (Westmont)Zyrtec Soln 1mg/ml x60ml 392.50 32.70 228.95 121.62Cetirizine (UCB)Allerkid Syr 5mg/5ml x30ml 136.75 22.79 159.54 52.20Cetirizine (Pediatrica)Claritin Syr 5mg/5ml x30ml 293.50 48.91 342.41 235.10Loratadine (Schering)Aerius Syr 2.5mg/5ml x60ml 457.00 38.08 266.58 159.27Desloratadine (Schering)Xyzal Soln 0.5mg/ml x75ml 255.50 17.03 119.23 11.92Levocetirizine (UCB)Virlix Sol’n 1mg/ml x30ml 232.00 38.66 270.66 163.35 Cetirizine (GSK)Allerta Syr 5mg/5ml x60ml 202.25 16.85 117.97 10.64Loratadine (United American)
  20. 20. 8a. Modes of Communication1 1 32
  21. 21. 8a. PromotionsTheme: Love and Aforvirwill keep us together – Reunited! Medical Representative Visits and Detailing  4x for VIP MDs  3x for Junior Consultants with potential  2x for Fellows and Resident physicians Sampling and Starter Dose Programs Premium and Service Item give away Sponsorship with Booth Exhibit in selected medical conventions Personalized prescription pads Gifts for special occasion
  22. 22. Literature Sports Shirt BannerTissue Box Events Samples Patient Record Card
  23. 23. 8b. Competitor Promotions Brand Availability Claims SRP Segments MRsAforvir Syr 60ml Taste, Pedia, GP, Syrup 60ml 184.00 35Cetirizine (POGI) Affordability FMAlnix Syr 60ml Drops, Syrup Effective and GP, FM, 243.00 60-70Cetirizine (Westmont) 30ml & 60ml Affordable PediaAllerkid Syr 30ml Drops, Syrup Effective and GP, FM, 136.75 60-70 Cetirizine (Pediatrica) 30ml Affordable Pedia Sol’n 30ml & Quality,Zyrtec Sol’n 60ml GP, FM, Pedia, 60ml Innovator, 392.50 Derma, ENT 60-70 Cetirizine (UCB) Tested Drops, Sol’n ImprovedXyzal Sol’n 75ml Derma? 30ml & 60ml Cetirizine, 198.21 60-70Levocetirizine (UCB) ENT? Non-sedatingAforvir campaign stands out because of its distinctive emotional appeal
  24. 24. 9. Place Aforvir is available in all major drugstores nationwide
  25. 25. 10. Generic Winning Strategy  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche
  26. 26. Aforvir PTM and Market1. PTM for Aforvir are Physicians who prescribe antihistamines for children 6 months to 5 years of age who suffer from allergies2. Physicians need a fast-acting antihistamine that has minimal drowsiness effect, is affordable and has a pleasant taste3. 86 branded and unbranded products currently crowd this market, but the top brands come from 3 major companies – United Laboratories, GSK and Schering Plough4. Most competitors focus on rational appeal to attract attention and engender recall and trial usage. Aforvir will use emotional appeal to create Point-of- Difference by highlighting the idea that “Love and Aforvir will re-unite children to their beloved pets” because of its fast-action, safety profile, affordability and great-tasting green-grape flavor5. Market is currently P116 million and is growing at a CAGR of 16%
  27. 27. AforvirMarketing Mix and Strategy1. Aforvir (Cetirizine HCl) 5mg/5ml is an antihistamine that is bioequivalent to innovator drugs, but is more affordable and comes in great-tasting green-grape flavor2. SRP of Aforvir is only P184.00 per 60ml bottle3. Promotions efforts will center on highly skilled Medical Representatives who will regularly visit target physicians to “detail” pre-planned communications messages and use tools, such as samples and give-aways, to grab attention, create interest, persuade to try, and sustain prescriptions for Aforvir.4. Aforvir is available in all major drugstore outlets nationwide5. Aforvir will differentiate itself through its innovative emotional promotional campaign centered on the theme: “Love and Aforvir will keep us together – Reunited.”

×