10 Step Marketing Plan for GlaxoSmithKiline’sCervarix<br />Tasha Tan<br />January, 2011<br />
GSK’s Primary Target Market<br />All women, not limited to those in reproductive age<br />Not limited, but mostly those wh...
Need, Wants and Expectations<br />I am the best I can be when I keep my family and myself safe from diseases.<br />Wearing...
Direct Competitors<br />Merck & Co.’s (Gardasil)<br />
Indirect Competitors<br />Self medication<br />Hilot, Albularyo and other forms of traditional medicine<br />
Variables<br />Price <br />Glaxo and Merck<br />SAME<br />
Positioning | Competitive Map<br />
Position and Edge Over Others<br />Practically the same positioning and edge as the competitor, Merck & Co.<br />
Estimated market size<br />Total Population of the Philippines: 94M<br />Of those, ~50% are women: 47M<br />Price of Cerva...
The Competitor<br />Merck & Co<br />Gardasil<br />
Product Description<br />Cervarix is a vaccine against certain types of cancer-causing human papillomavirus (HPV).<br />Pr...
Price<br />Same price as competitor<br />
Promotion<br />Advertisements: Through Posters, Flyers, Newsletters, billboards<br />Public Relations: Corporate Social Re...
Competitor promo<br />None<br />
Place<br />Worldwide<br />
Generic winning strategy?<br />Change marketing strategy<br />Highlight details and specifics to differentiate against com...
SUMMARY<br />17<br />
5 Steps for Part 1 (PTM and Positioning)<br />PTM are A,B,C, women, worldwide<br />Who want to secure quality health care ...
5 Steps for Part 2(Marketing Mix & Strategy)<br />Cervarix HPV Vaccination<br />$120 per shot, $360 total<br />Uses partne...
10 Step Marketing Plan for GlaxoSmithKiline’sCervarix<br />Tasha Tan<br />January, 2011<br />
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Gsk 10stepmarketingplantashatan

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