Lim 10 stepmarketingplan gardasil

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Lim 10 stepmarketingplan gardasil

  1. 1. 10 Step Marketing Plan for Gardasil (Quadrivalent Human Papilloma Virus Recombinant Vaccine) Danezza Mae D. Lim | ASMPH | January 19, 2011
  2. 3. Outline: Part 1 (Initial 5 steps) <ul><li>PTM: Female (ages 9 to 26) </li></ul><ul><li>Immunization against HPV </li></ul><ul><li>Competitors: other brands, methods of prevention </li></ul><ul><li>Gap: all methods focused on preventing HPV infections (cervical cancer and genital warts) </li></ul><ul><li>Estimated market size </li></ul>
  3. 4. Outline: Part 2 (Next 5 Steps) <ul><li>Gardasil (Quadrivalent Human Papilloma Virus Recombinant Vaccine) </li></ul><ul><li>Price </li></ul><ul><li>Use of advertising </li></ul><ul><li>Distributed worldwide through healthcare professional </li></ul><ul><li>Generic winning strategy: Product Differentiation </li></ul>
  4. 5. POSITIONING TO THE PRIMARY TARGET MARKET <ul><li>Part 1: Steps 1 to 5 </li></ul>
  5. 6. 1. Primary Target Market: Young women <ul><li>Demographics </li></ul><ul><ul><ul><ul><ul><li>Female </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Age group: 9 to 24 years old </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Social class: AB </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Single </li></ul></ul></ul></ul></ul>
  6. 7. <ul><ul><li>Busy and active individuals </li></ul></ul><ul><ul><ul><ul><ul><li>Studying, starting work </li></ul></ul></ul></ul></ul><ul><ul><li>Experimental stage: </li></ul></ul><ul><ul><ul><ul><ul><li>Interest in opposite sex to onset of sexual activity </li></ul></ul></ul></ul></ul><ul><ul><li>Poor health seeking behavior: </li></ul></ul><ul><ul><ul><ul><ul><li>Peak of health mentality </li></ul></ul></ul></ul></ul>1. Primary Target Market: Lifestyle
  7. 8. 1. Primary Target Market: Behavior <ul><ul><ul><ul><ul><li>Protects against 4 types of HPV </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Prevents genital warts and cervical cancer </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>3 injections over 6 months </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Lifelong immunity </li></ul></ul></ul></ul></ul>
  8. 9. 2. Need, Wants + Expectations I reach my full potential when I am free from disease! I want to be protected from HPV
  9. 10. 2. Need, Wants + Expectations <ul><li>1. Need </li></ul><ul><li>Protection, Safety and Self actualization </li></ul><ul><li>2. Wants </li></ul><ul><li> Worry free lifestyle, better coverage from HPV, Better protection , credibility of company, brand </li></ul><ul><li>3. Expectations </li></ul><ul><li>Reduced of risk for HPV caused diseases, lifelong immunity </li></ul>
  10. 11. 3. Competition and Competitive Position Map (1) <ul><li>Direct Competitors </li></ul><ul><li>Other brands of HPV vaccines </li></ul><ul><li>Indirect Competitors </li></ul><ul><li>OBGyn consultation, Screening tests, Condoms </li></ul>
  11. 12. 3. Competition and Competitive Position Map (2) <ul><li>Variables </li></ul><ul><li>Physician preferences, age, effectivity , safety, price , coverage, contraindications, side effects, accessibility, availability, packaging, brand </li></ul>
  12. 13. Effectivity vs. Price Matrix [data unavailable] High Price Low Price High Effectivity Low Effectivity
  13. 14. Position Mapping <ul><li>High Price </li></ul>Low Price High Effectivity Low Effectivity [data unavailable]
  14. 15. Competitive Map [insufficient data] Other HPV Vaccine Brands Protection against 4 types of HPV Reduces risk for genital warts Reduces risk for cervical cancer Effectivity Availability Lifelong immunity Low Cost
  15. 16. 4. Mind the gap <ul><li>GARDASIL is the only Vaccine </li></ul><ul><li>That protects against 4 types of HPV </li></ul><ul><li>Reduces risk from </li></ul><ul><ul><ul><ul><li>70% of HPV causing cervical cancer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>90% of HPV causing genital warts </li></ul></ul></ul></ul><ul><li>No brand has a similar position </li></ul>
  16. 17. 5. Estimated Market Size <ul><li>Population: Worldwide </li></ul><ul><li>Young women (ages 9 to 26) </li></ul><ul><li>Social Class: AB (1%) </li></ul>
  17. 18. 5a. Estimated Market Size: Competitors <ul><li>[data unavailable] </li></ul>
  18. 19. 5b. Estimated Market Size: Gardasil <ul><li>[data unavailable] </li></ul>
  19. 20. 5c. Estimated Market Size: Based on consumer data <ul><li>[insufficient data] </li></ul><ul><li>Vaccination consumption: </li></ul><ul><li>X number of young women worldwide will receive 3 shots of HPV vaccine which costs around X pesos per shot. </li></ul><ul><li>X number of young women x 3 shots x X pesos = X amount of pesos </li></ul>
  20. 21. 5d. Concluded Market: HPV vaccine <ul><li>[data unavailable] </li></ul>
  21. 22. MARKETING MIX & STRATEGY <ul><li>Part 2: Next 5 steps </li></ul>
  22. 23. 6. Product and competitors Other HPV vaccines Other Methods
  23. 24. 6a. The HPV vaccine market is dominated by X number of brands <ul><li>[data unavailable] </li></ul>
  24. 25. 6b. Product Description <ul><li>Only vaccine that helps protect against 4 types of HPV. </li></ul><ul><li>Indicated for females ages 9 to 26 </li></ul><ul><li>Protection against 70% of cervical cancer, 90% of genital warts </li></ul><ul><li>GARDASIL does not prevent all types of cervical cancer, encourages routine cervical cancer screenings. </li></ul><ul><li>not a treatment cancer or genital warts </li></ul><ul><li>3 injections over 6 months </li></ul>
  25. 26. 7. Price <ul><li>[data unavailable] </li></ul>
  26. 27. 8. Promo <ul><li>Print Advertising </li></ul><ul><ul><li>Teens/Women’s Magazine </li></ul></ul>
  27. 28. 8. Promo (2) <ul><li>E-marketing </li></ul><ul><li>website with all relevant product information (e.g. contraindications, side effects, journal articles, etc.) </li></ul>
  28. 29. 8. Promo (3) <ul><ul><ul><ul><ul><li>More advertising: TV and billboard </li></ul></ul></ul></ul></ul>
  29. 30. 8. Promo (4) <ul><ul><ul><ul><ul><li>Launch in conventions </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Credible celebrity product endorser </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Endorsement from gynecologic society </li></ul></ul></ul></ul></ul>
  30. 31. 8a. Competitor Promo <ul><li>[data unavailable] </li></ul>
  31. 32. 9. Place <ul><ul><ul><ul><ul><li>Physician clinics, hospitals, immunization specialty clinics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Distributed worldwide </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Cash and credit transactions </li></ul></ul></ul></ul></ul>
  32. 33. 10. Winning Strategy <ul><ul><ul><li>Product Differentiation! </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Quadrivalent formulation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Better Coverage </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Better protection </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Risk reduction </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Gardasil is an excellent product that is distributed worldwide </li></ul></ul></ul></ul></ul>
  33. 34. Summary
  34. 35. Part 1 (Initial 5 steps) <ul><li>PTM: Female (ages 9 to 26) </li></ul><ul><li>Immunization against HPV </li></ul><ul><li>Competitors: other brands, methods of prevention </li></ul><ul><li>Gap: all methods focused on preventing HPV infections (cervical cancer and genital warts) </li></ul><ul><li>Estimated market size </li></ul>
  35. 36. Part 2 (Next 5 Steps) <ul><li>Gardasil (Quadrivalent Human Papilloma Virus Recombinant Vaccine) </li></ul><ul><li>Price </li></ul><ul><li>Use of advertising </li></ul><ul><li>Distributed worldwide through healthcare professional </li></ul><ul><li>Generic winning strategy: Product Differentiation </li></ul>
  36. 37. 1o Step marketing plan for Gardasil (Quadrivalent Human Papilloma Virus Recombinant Vaccine) Danezza Mae D. Lim | ASMPH | January 19, 2011

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