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.
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
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]
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
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
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
