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10 step marketing plan (oxivir)
1. 10 STEP
Marketing Plan for
Oxivir Cleaner Disinfectant
Restituto R. Mines Jr.
June 21, 2010
1
2. Agenda:
5 Steps for Part 1 (PTM & Positioning)
5 Steps for Part 2 (Marketing Mix and Strategy)
Positioning to the Primary Target Market
Oxivir Primary Target Market
PTMs Needs, Wants, Expectations
Oxivir Competition
Oxivir Positioning
Market Size
Marketing Mix Strategy
3. 5 Steps for Part 1
(PTM and Positioning)
1. Oxivir PTM are Infection Control Nurses
Housekeepers, Cleaners, Staff Nurses
2. Who want to have a safe, broad-spectrum
and fast-acting disinfectant product
3. Can choose Lysol, Domex, Greenex,
Presept as alternatives
4. Gap is all other brands focus on disinfection
capability alone
5. The Infection Control market size is Php
400 Million.
4. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Oxivir is a one step cleaner disinfectant
available in ready-to-use and
superconcentrates
7. Is 15% Premium over the leading brand
8. Uses face to face selling, experiences
through trials, round table discussions,
symposium, road shows and
presentations
9. Distribution nationwide and Micronesia
10. Uses a differentiation approach
6. 1. Oxivir primary target
market (PTM) are the
Infection Control Nurses
Demographics (23-60, Male/Female,
Single/Married, Hospital workforce, Infection
control department members)
Lifestyle (Decision-makers, influencers,
hygiene-compliant, high expectation on
hygiene )
Behavior (Cleaning & Disinfection process -
3 times a day, general disinfection, after
discharge, intensive, critical cleaning)
7. Infection Control Nurses first user mentality
Patient, Guest, Staff needs to be protected
from bacteria and viruses
8. 2. My PTM’s NWE
Infection Control Nurses need
Patient, visitors and hospital staff needs to be protected, Safety and
Protection
Infection Control Nurses first user prestige, Esteem needs and
recognition
Nurses choose Oxivir over other disinfectants because of
Disinfection capability, cleaning effectiveness, personal health and safety and
environment responsibility; brand
Nurses expect with the application of Oxivir
One step Cleaner and Disinfectant with faster kill time of 1
minute, simple and easy to use, safer, effective, no need for rework, safe for
all surfaces, does not affect air quality, leaves no residue and safe for uses
9. 3a. Oxivir has many
formidable competitors
Direct: Lysol, Domex, Greenex, Presept
Indirect: Zonrox, Clorox, Isopropyl
alcohol
Variables: Price, packaging, safety,
cleaning & disinfectant efficacy, kill
time, convenience of use, availability,
environment impact brand
10. 2 Examples of Position Map
1. Price vs. Efficacy
2. Position vs. Branding
11. Oxivir is an innovation product:
New in the Phil. Market
Price vs. Efficacy
Price/ Age Cleaner Bactericidal Virucidal Tuberculocidal
Matrix
High
price Lysol Lysol
Oxivir Oxivir
Oxivir Oxivir
Low
Price Zonrox
Greenex
Greenex
Zonrox
12. Oxivir positioning
Positioning vs. Brand Matrix
PARAMETERS OXIVIR LYSOL ZONROX
DOMEX CLOROX
Disinfectant Efficacy
- Bactericidal/Virucidal ++++++++++ ++++++++ +++++
- Tuberculocidal ++++++++++ Not Tb Not Tb
- Kill time 1 minute 10 minutes 3 minutes
Cleaning Efficacy ++++++++++ +++++ +++
Personal Safety
- Non-irritating ++++++++++ +++++ +
- No lingering odor ++++++++++ +++++ +
- No VOC's ++++++++++ ++ +
- No harmful residue ++++++++++ ++++++++ +++
Environment effect
- Biodegradable ++++++++++ +++++ +
13. 4. Oxivir positions strongly in a
differentiation market opportunity
Oxivir is the only one step cleaner and
disinfectant in the market
that gives faster kill on microbes in 1 minute
for all surface disinfection by Infection
Control Nurses
who want safe, effective and an environment
friendly product
Others focus on disinfection capability alone
14. 5a. Market size using competitor
data
1. SEC/DTI Data
Total Sales annually
2. vs. known Industry size comparisons
3. vs. suppliers (Instrument disinfection,
dispensers)
4. Logistics capability
15. INFECTION CONTROL
COMPETITOR SIZE
Php 350 Million
Others 30
M
B. Chemie
20 M
Ethicon
Green Cross Pascual
30 M
Anios
Anios
30 M Green Cross
Ethicon
Pascual 200 M Bode Chemie
50 M
Others
RBSD-Marketing Department
16. 5b. Market size using company
data
1. Claimed market share
2. Estimate on market share
Fair share of market
3. Historical sales
17. 5b. Based on JohnsonDiversey data
* JohnsonDiversey Philippines data:
Oxivir Sales is
Php 8.0 Million
* JohnsonDiversey claims market share
of 2% for Oxivir
* Total Infection Control Market is Php
400 Million
18. 5c. Market size using
customer data
1. Annual Application
Per Hospital - Private and Public
Spend (Budget) by Infection Control
Department
Cleaning Application Frequency
(Standard)
Price per Spray of Disinfectant
19. 5c. Consumer data indicates
a size of Php 520 Million
Disinfection Application:
Number of Hospitals X Application
Frequency X Price/Spray X No. of days
1,828 x 3 x P0.26 X 365 =
Php 520 Million
20. 5. Concluded that infection
control market is:
1. Competitor data= Php 350 Million
2. Company data = Php 400 Million
3. Application data = Php 520 Million
22. 6a. Photo of Product
Oxivir Tb
The Science of Compliance
The 1st New Disinfectant
Technology in 20 Years!
23. 6a. Infection Control Surface
Disinfection is dominated by
Lysol Brand
Category Brand Industry Players
Surface Disinfectant Clorox Clorox Company
Domex Unilever
Lysol Reckitt
Zonrox Green Cross
Green Cross Alcohol Green Cross
Greenex Green Cross
26. 6b. Product Description
Oxivir is a hospital-grade, one-step
cleaner disinfectant that is EPA and
FDA approved. The 1st disinfectant
technology after 20 years. The Active
ingredient is Accelerated Hydrogen
Peroxide
There are 2 pack sizes- 1 quart Ready
to Use, 1 gallon Oxivir Concentrate
30. Cleaning Staff Prefer
OxivirTb
It’s a safer alternative with all 0’s for
HMIS Ratings
Pleasant and mild odor
Versatile and safe on surfaces
31. OxivirTb Has A Stellar
Environmental Profile
Active ingredients breakdown to O2 and
H2O (that’s oxygen and water!)
No VOCs (Volatile Organic Compounds)
38. Schedules
ACTIVITIES TIMELINES
Account trial (Makati Medical Center) - laboratory September 2008
test and application usage
Launch to JD Sales Team October 2008
Presentation to Distributors (Camewell Marketing, October 2008
Micel Marketing, Subic Bay Workers, Octagene,
CUT) Janitorial Services (CBM), Key accounts
(Baguio Country Club, Far East Hotel)
Start of Roadshow to Top Luzon Hospitals October 2008
39. Schedules
HOSPITALS TIMELINES
San Juan Medical Center, Angeles University Hospital, October 2008
Pampanga Medical Specialist, JBL Hospital, Quezon City
Gen. Hospital, East Avenue Medical Center, Tala
Leprosarium, San Lazaro Hospital, Valenzuela Med. Center
Rizal Medical Center, Quirino Hospital, Sto. Nino November 2008
Hospital, Nazareth Hospital, Saint Lucy Hospital, Benguet
General Hospital, Ilocos Training Medical Center-La
Union, Lorma Hospital, Pines Hospital, Benguet Gen.
Hospital, Baguio General Hospital
Cebu Doctors Hospital, Chong Hua Medical Center, Cebu December 2008
North and South General Hospital, Silliman Medical
Center, Mactan Doctor’s Hospital, Perpetual Succor
Hospital, Davao Doctors Hospital, Davao Med. Center,
San Pedro Hospital, Davao Regional Hospital, Tagum
Regional Hospital, Brokenshire, Bishop Reagan
40. Strategies For OxivirTb
1) Key decision makers
and influencers
2) Buyer hot buttons
3) Key questions to ask
(CNA)
4) Elevator Speech (card)
41. Strategies For OxivirTb
Key decision makers and influencers
Infection Control Convincing
Environmental Services
Infection Control
Is the key
Healthcare CEO’s
Hospital Staff / Nursing
Cleaning Staff
42. Strategies For OxivirTb
Infection Control Hot Buttons
1. Claims
Efficacy data
Contact time
Ease of compliance
Safety
2. Cleaning Ability
3. 3rd Party Testimonials / Referrals
4. Peer Reviewed Data / Studies
5. Convenient Format
43. Proof Sources to Support Infection
Control Presentations
Oxivir Tb Efficacy Data
Technical Bulletins
3rd Party Referrals
Peer Reviewed Studies
Previous Studies on AHP by academics such as Dr. Syed
Sattar (Canada’s preeminent authority on surface
disinfection)
List of Canadian healthcare institutions using AHP
Suburban Hospital- FDA Study (Bethesda, MD.)
44. Effects of an Environmental Services Professional Training Course and Cleaning
Products on the Rates of Infection Seen at Large Suburban Hospital
(Cannot disclose name of Hospital until study is published)
BACKGROUND TRAINING Table 1. Antibiotic use rates before and after training course.
In 2000, National Institutes of Health (NIH) and U.S. All ES staff at Suburban Hospital, Bethesda, MD, participated in the formal
training program at the initiation of the study. Experience in performing % change
Food & Drug Administration (FDA) personnel Month pre-course post-course
conducted a survey at 10 percent of the District of healthcare environmental services work among the staff ranged from a few weeks
to 26 years. Eight months after the initial training, ES staff received in-service -0.0572
Columbia (DC) hospitals. The investigators found that August 1.905 1.796
training on the use of the product, Oxivir Tb/Oxivir Tb AHP.
hospital housekeeping practices varied widely between 0.0533
institutions and there was no standardized training September 1.820 1.917
COURSE CONTENT
program for environmental services (ES) personnel. 0.0232
October 1.811 1.853
For example, cleaning practices did not allow for the Occupational Hazards
appropriate contact time when disinfectants were Types of Infectious Agents and Infection Waste -0.0605
24 month study based on
Infection Control and Prevention November 1.867 1.754
applied to surfaces. This study evolved from the Cleaning for Health 0.0072
results of that survey. Hazardous Material Safety December 1.523 1.534
Needle-stick and Injury Prevention -0.1109
Spill Response January 1.758 1.563
EVS training and new
Regulated Medical Waste Transportation Requirements -0.1832
February 1.856 1.516
-0.1522
OBJECTIVES March 1.807 1.532
The purpose of this study was to determine whether a formal -0.0600
NEW DISINFECTANT The rates show an average decrease of 6.0%, which was a borderline statistically significant
Average
disinfectant intervention,
eight-hour training course for Environmental Services (ES)
personnel, and the addition of a new disinfection product would Oxivir Tb/Oxivir Tb - Accelerated Hydrogen Peroxide (AHP) product difference (p = 0.0839).
effect a change in the overall healthcare associated infection rate. approved by USEPA for use as a one-step cleaner disinfectant.
Contact Time – the product carries a 30 sec. broad-spectrum sanitizing claim, a
1-min. bactericidal claim against vegetative bacteria, a 1-min. virucidal claim Table 2. Antibiotic use rates before and after training course plus Oxivir Tb/Oxivir AHP.
METHODS AHP technology, shows
ES personnel received eight hours of occupational safety and
health, infection control and prevention and environmental
against both enveloped and non-enveloped viruses, a 5-min. Tuberculocidal
claim, and a 10-min. fungicidal claim.
Safety Profile – most favorable category allow by USEPA Month pre-course post-course + Oxivir Tb
% change
significant reduction in
management training prior to the introduction of a new -0.1798
April 1.869 1.533
disinfection product.
OTHER INTERVENTIONS -0.3100
Monthly antimicrobial use rates twelve months before the training May 1.985 1.370
were compared to the monthly antimicrobial use rates eight 1. Infection control personnel introduced new measures to encourage staff -0.1571
months after the training and four months after introducing the and visitor hand washing. June 1.872 1.578
new disinfection product.
Hospital Acquired
2.
3.
4.
Durable hand washing signs were posted in restrooms and at staff and
public hand washing areas.
“It’s OK to ASK” hand washing brochure was distributed to patients in
admissions packets.
Alcohol foam dispensers were installed throughout the hospital.
July
Average
1.925 1.752
-0.0899
-0.1842
There was an average decrease of 10.1%, and a statistically significant reduction in antibiotic
use rate for the post-training and Oxivir Tb/Oxivir AHP period (p = 0.0065).
RESULTS
The average rate of decrease in antimicrobial use was 10.1%
after implementation of the training program and the
introduction of the new disinfection product (p=0.0065).
Infections (HAI’s) and
CONCLUSION
Training of ES personnel increased confidence levels and,
associated costs…
along with the new product, enhanced over-all performance in
cleaning and the proper use of disinfection products.
The evidence suggests that the use of a structured, comprehensive occupational safety and health and environmental management training program for ES personnel with the
addition of a cleaning product that requires less contact time can have a statistically significant impact on the healthcare acquired infection rate in hospitals.
ACKNOWLEDGEMENTS
We are very thankful to the Environmental Services Cleaning Professionals at Suburban Hospital for their participation in this study and commitment to reducing HAI. Thanks also to CAPT Edward Pfister at the National
institutes of Health for his assistance during the ESP training phase of this study. We would also like to thank Virox Technologies Inc. and JohnsonDiversey Inc. for providing the Oxivir Tb disinfectant to Suburban Hospital for
use in our study.
45. OxivirTb Marketing Support
Brochures and Sell Sheets
Training Materials
Consolidate to order Sample of product
Ads for Trade Journal Advertising
Launch binder
Direct Mail Campaign to pre-selected contacts
46. Trade Advertising
Managing
Infection
Control Ad
(APIC Show
Issue), and
Infection
Control Today
48. 8b. Competitor promo
•Partnership program
•Umbrella Scheme
•Equipment Support Program
•Discount
49. 9. Oxivir is distributed nationwide
using JohnsonDiversey
distribution network
26 Distributors – Nationwide
Direct delivery/shipment to tertiary hospital
accounts and small hospital accounts
through Distributors
Cash and 30-day credit transaction
Electronic Fund Transfer System (EFTS)
50. 10. Oxivir is an innovation
Oxivir’s main strategy is differentiation.
It also benefits from the supply and
distribution leverage of JohnsonDiversey.
Has an excellent quality and technology,
premium priced, product distributed
nationwide.
51. Summary
• Oxivir Primary Target Market are Infection Control
Nurses
• PTM Needs – Protection & Safety, Recognition
Wants – Disinfection Capability, Cleaning Efficacy,
Personal Health and Safety, Environment
Responsibility
• Competition – Direct (Lysol) and Indirect (Zonrox)
• Oxivir Positioning – the only one step cleaner
disinfectant in the market
52. Summary
• Market Size – Consumer (Php 520 M), Competition
(Php 350 M), Company (Php 400 M)
• Marketing Mix Strategy
• Price is 15% premium over direct competitor Lysol
• Promo – Demo trials, Road Shows, Trade
Advertising, Presentation, Face to Face Selling,
Direct Mail, Symposium
• Distribution is nationwide
• Main Strategy is differentiation
53. 10 STEP
Marketing Plan for
Oxivir Cleaner Disinfectant
Restituto R. Mines Jr.
June 21, 2010
53
