MSD - HPV vaccine 10-step marketing plan

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MSD - HPV vaccine 10-step marketing plan

  1. 1. 10 STEP Marketing Plan: Merck Sharp & Dohme Philippines: HPV vaccine Raymonde C. Uy January, 2011
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Mostly, but not limited to class ABC patients </li></ul><ul><li>Who wants to get cervical cancer information and prophylaxis </li></ul><ul><li>Glaxosmithkline’s Cervarix </li></ul><ul><li>Gap is branding of other drug </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>No differentiation </li></ul><ul><li>Same prices </li></ul><ul><li>Information-education posters, magazine ads, websites </li></ul><ul><li>Caters worldwide </li></ul><ul><li>High-class, niche approach </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.Close-up primary target market (PTM) are class ABC patients <ul><li>Demographics: any age, female, high social class (ABC) </li></ul><ul><li>Lifestyle: not specific, leaning on luxury </li></ul><ul><li>Behavior: Expects quality information and medications </li></ul>
  6. 6. I want to be safe I want to have a quality Prophylaxis against HPV I want to be protected I am a informed buyer I can afford the expensive HPV vaccine
  7. 7. 2. My PTM’s NWE <ul><li>They need information and protection against HPV </li></ul><ul><li>These patients choose Merck Sharp & Dohme because of its name in the drug market, and its consistent drug quality </li></ul><ul><li>Patients expect reliable medical information and prophylaxis on HPV / Cervical cancer </li></ul>
  8. 8. 3a. MSD’s HPV vaccine Gardasil has competitors with the same niche market <ul><li>Direct: Cervarix (GlaxoSmithKline) </li></ul><ul><li>Indirect: None with significant effect </li></ul><ul><li>Variables: Social stratum, affordability, quality and reputation </li></ul>
  9. 9. Highly competitive in the high-price health services in all social classes Price vs. Social Class Matrix MSD and GSK Price / Class Matrix A B C D High price Low Price
  10. 10. MSD’s positioning is shown in this competitive map Positioning vs. Brand Matrix MSD’s Gardasil GSK’s Cervarix High Price   Quality   Reputation   BFAD Approval   Focus on Information   Celebrity endorsements  
  11. 11. 4. MSD positions the same in a niche market opportunity <ul><li>High Price </li></ul><ul><li>Focus on information and quality </li></ul><ul><li>BFAD and accreditation on different countries </li></ul><ul><li>Both MSD and GSK has all the positions </li></ul>
  12. 12. 5a. Market Size <ul><li>3,447,100,000 billion women in the world </li></ul><ul><li>8 out of 10 women will get HPV in their lifetime </li></ul><ul><li>2,757,680,000 will get HPV </li></ul><ul><li>$120 per shot x 3 shots = $360 </li></ul><ul><li>$992,764,800,000 Market Size </li></ul>
  13. 13. The Marketing Mix Strategy Part 2: Steps 6 to 10
  14. 14. Product category <ul><li>MSD is dedicated to deliver reliable health information about cervical cancer, and to offer current vaccinations that will protect women from the virus. </li></ul>
  15. 15. Product category <ul><li>Provides prophylactic treatment </li></ul><ul><li>1. Vaccination shots against HPV </li></ul>
  16. 16. Other Major brands / competition <ul><li>GlaxoSmithKline </li></ul><ul><li>Cervarix </li></ul>
  17. 17. 7. Price Vaccine Price MSD $120 per shot x 3 = $360 GSK $120 per shot x 3 = $360
  18. 18. 8a. Promo <ul><li>None </li></ul>
  19. 19. Competitor promo <ul><li>None </li></ul>
  20. 20. 9. Place <ul><li>Worldwide </li></ul>
  21. 21. Generic winning strategy <ul><ul><li>More aggressive marketing: differentiation from GSK’s information marketing </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Hype generation </li></ul></ul><ul><li>Use of social marketing strategy </li></ul>
  22. 22. SUMMARY
  23. 23. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Mostly, but not limited to class ABC patients </li></ul><ul><li>Who wants to get cervical cancer information and prophylaxis </li></ul><ul><li>Glaxosmithkline’s Cervarix </li></ul><ul><li>Gap is branding of other drug </li></ul>
  24. 24. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>No differentiation </li></ul><ul><li>Same prices </li></ul><ul><li>Information-education posters, magazine ads, websites </li></ul><ul><li>Caters worldwide </li></ul><ul><li>High-class, niche approach </li></ul>
  25. 25. 10 STEP Marketing Plan: Merck Sharp & Dohme Philippines: HPV vaccine Raymonde C. Uy January, 2011

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