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Print ad 10 step marketing plan

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  • 1. EVANGELISTA , Jessica Anne L. JANUARY 25, 2011
  • 2.  
  • 3. 10 WAYS OF PROTECTING YOU! POSITIONING TO THE TARGET MARKET
    • PTM is the WOMEN OF REPRODUCTIVE AGE GROUP.
    • To PRIORITIZE health promotion and disease prevention.
    • Other PHARMACEUTICALS ( Merck).
    • The gap is on the LACK OF AN ACCESSIBLE premium and AFFORDABLE Cervical cancer vaccine .
    • The MARKET SIZE is not available
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 4. 10 WAYS OF PROTECTING YOU! THE MARKETING MIX STRATEGY
    • Product: GSK Cervical Cancer Vaccine: CERVARIX
    • Price: Not available
    • Promo: Uses word of print, celebrities and online as ADVERTISING.
    • Place: ASK your doctors about it!
    • Uses a NICHE approach to succeed!
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 5.
    • 10 WAYS OF PROTECTING YOU!
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine Part 1: 10 Ways of Protecting YOU!
  • 6. Cervical Cancer PROTECTION for the ACTIVE REPRODUCTIVE AGE GROUP
    • PTM ages 15 – 50 years old
    • social class ABC
    • Lifestyle Involved in romantic and meaningful relationships.
    • Behavior At times, exhibit risky behaviors.
    1 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 7. To PRIORITIZE health promotion and disease prevention
    • More and more females are willing to spend their money for good health because…
      • Cervical cancer is the 2 nd highest killer cancer of women in the Philippines.
      • There is a high chance – 80% of acquiring the virus causing the cancer.
    2 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 8. To PRIORITIZE health promotion and disease prevention I want to LIVE LONGER! I want to ENJOY LIFE! I want to BE LOVED! 2 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 9. Other PHARMACEUTICALS DIRECT COMPETITOR 3 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 10. Hospitals and other institutions who screen for cervical cancer are INDIRECT COMPETITORS 3 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 11. VARIABLES
      • Company Name
      • Brand
      • Human Papilloma Virus (HPV) Coverage
      • Price
      • Accessibility
    3 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 12. COMPETITIVE POSITION MAPS GSK Cervarix GSK Cervarix Merck Gardasil Merck Gardasil 3 Price / Age Matrix 10-15 years old 15-50 years old High Price Low Price 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 13. GSK’S EDGE IS THAT… 3 GSK Cervarix Merck Gardasil HPV Coverage HPV 16 and 18 HPV 6, 11, 16 and 18 Price 60% lower --- Accessibility Widely available In select drug stores and clinics Safety Profile Safe for 10 years and above Safe and effective for both men and women. 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 14. The GAP is due to LACK OF AN ACCESSIBLE and AFFORDABLE anti-cervical vaccine .
    • Create a niche market of REPRODUCTIVELY ACTIVE WOMEN.
    • Offer affordable and accessible vaccines that will protect them from acquiring fatal diseases.
    4 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 15. The MARKET SIZE is not available in the article.
    • Company Data:
    • Competitor Data:
    • Consumer Data:
      • Total Female Population (15 – 50 years old): 29,737,919
    5 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 16.
    • 10 WAYS OF PROTECTING YOU!
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine Part 1: 10 Ways of Protecting YOU!
  • 17. PRODUCT: CERVARIX
    • Not explicitly stated in the print advertisement.
    6 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 18. PRICE: CERVARIX
    • Not explicitly stated in the print advertisement.
    7 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 19. PROMO: PRINT ENDORSEMENT
    • Pia Magalona
    • Maxene Magalona
    8 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 20. PROMO: CELEBRITY ENDORSEMENT
    • Pia Magalona
    • Maxene Magalona
    8 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 21. PROMO: ONLINE ENDORSEMENT
    • www.Xoutcervicalcancer.com.ph
    8 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 22. ASK YOUR DOCTORS ABOUT IT! 9 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 23. Uses a NICHE approach to succeed!
    • Focused
    • Accessible
    • Affordable
    10 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 24. 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 25. 10 WAYS OF PROTECTING YOU! POSITIONING TO THE TARGET MARKET
    • PTM is the WOMEN OF REPRODUCTIVE AGE GROUP.
    • To PRIORITIZE health promotion and disease prevention.
    • Other PHARMACEUTICALS ( Merck).
    • The gap is on the LACK OF AN ACCESSIBLE premium and AFFORDABLE Cervical cancer vaccine .
    • The MARKET SIZE is not available
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 26. 10 WAYS OF PROTECTING YOU! THE MARKETING MIX STRATEGY
    • Product: GSK Cervical Cancer Vaccine: CERVARIX
    • Price: Not available
    • Promo: Uses word of print, celebrities and online as ADVERTISING.
    • Place: ASK your doctors about it!
    • Uses a NICHE approach to succeed!
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 27. 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 28. TO ATTRACT CUSTOMERS…
    • ACTUAL PRODUCT and PRICE should be placed in the advertisement.
    • As well as, HOW TO USE IT!
    10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
  • 29. EVANGELISTA , Jessica Anne L. JANUARY 25, 2011