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Lim 10 stepmarketingplan gardasil Lim 10 stepmarketingplan gardasil Presentation Transcript

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