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Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
Gsk 10stepmarketingplantashatan
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Gsk 10stepmarketingplantashatan

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  • 1. 10 Step Marketing Plan for GlaxoSmithKiline’sCervarix
    Tasha Tan
    January, 2011
  • 2. GSK’s Primary Target Market
    All women, not limited to those in reproductive age
    Not limited, but mostly those who are social class A, B, and C
    Lifestyle: white collar workers, employed, with comfortable lifestyles
    Behavior: Good health seeking behavior, desires empowerment through knowledge, wants the best for their family members, willing to make a change
  • 3. Need, Wants and Expectations
    I am the best I can be when I keep my family and myself safe from diseases.
    Wearing the X mark against HPV
    I play a role in the health of my family
    I am entitled to quality medical care which is a basic need.
  • 4. Direct Competitors
    Merck & Co.’s (Gardasil)
  • 5. Indirect Competitors
    Self medication
    Hilot, Albularyo and other forms of traditional medicine
  • 6. Variables
    Price
    Glaxo and Merck
    SAME
  • 7. Positioning | Competitive Map
  • 8. Position and Edge Over Others
    Practically the same positioning and edge as the competitor, Merck & Co.
  • 9. Estimated market size
    Total Population of the Philippines: 94M
    Of those, ~50% are women: 47M
    Price of Cervarix ~$120 per shot
    HPV vaccination = 3 shots
    Total cost per complete HPV vaccination: $360 OR Php 16,560
    Total market size: Php 778,320,000,000
    Total Php = 7.78 Billion
  • 10. The Competitor
    Merck & Co
    Gardasil
  • 11. Product Description
    Cervarix is a vaccine against certain types of cancer-causing human papillomavirus (HPV).
    Prevent infection from HPV types 16 and 18
    70% of cervical cancercases
    Contains AS04, a proprietary adjuvant that has been found to boost the immune system response for a longer period of time.[3]
  • 12. Price
    Same price as competitor
  • 13. Promotion
    Advertisements: Through Posters, Flyers, Newsletters, billboards
    Public Relations: Corporate Social Responsibility, Partnership with similar charity organizations and even the barangay health centers
    Marketing: Solicit and gather more sponsors! More aggressive recruitment of families
  • 14. Competitor promo
    None
  • 15. Place
    Worldwide
  • 16. Generic winning strategy?
    Change marketing strategy
    Highlight details and specifics to differentiate against competitor Gardasil
    Marketing strategy using and presenting evidence-based medicine citations
  • 17. SUMMARY
    17
  • 18. 5 Steps for Part 1 (PTM and Positioning)
    PTM are A,B,C, women, worldwide
    Who want to secure quality health care prevention against HPV
    Can choose Merck’s Gardasil, Traditional medicine
    Gap undifferentiated from competitor
    Market size is not limited to Philippine women population of ~Php 7.78B
  • 19. 5 Steps for Part 2(Marketing Mix & Strategy)
    Cervarix HPV Vaccination
    $120 per shot, $360 total
    Uses partnerships, flyers, posters,
    It is well known and distributed within the Philippines and worldwide
    Create more differentiation, and more evidence-based marketing to win!
  • 20. 10 Step Marketing Plan for GlaxoSmithKiline’sCervarix
    Tasha Tan
    January, 2011

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