10 step marketing plan for xenical

2,572 views

Published on

for educational purposes only!

Published in: Business, Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,572
On SlideShare
0
From Embeds
0
Number of Embeds
39
Actions
Shares
0
Downloads
128
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

10 step marketing plan for xenical

  1. 1. 10 Step Marketing Plan for Orlistat (Xenical) Junnosuke Kato January 25, 2011
  2. 2. The Print Ad Taken from YES! Magazine , December 2009 Issue, p. 187
  3. 3. Outline <ul><li>Primary Target Market (PTM) </li></ul><ul><li>Needs, Wants &Demands of the Primary Target Market </li></ul><ul><li>Competition &Competitive Position Map </li></ul><ul><li>Gap, Opportunity & Positioning </li></ul><ul><li>Market Size </li></ul>
  4. 4. Outline <ul><li>Product </li></ul><ul><li>Promotion </li></ul><ul><li>Price </li></ul><ul><li>Distribution </li></ul><ul><li>Generic Winning Strategy </li></ul>
  5. 5. 1. Who is it intended for? <ul><li>Over-the-Counter Clients </li></ul><ul><ul><li>Individuals who self-medicate w/ the intention of losing weight regardless of reason (but primarily aesthetic) </li></ul></ul><ul><li>Patients </li></ul><ul><ul><li>Obese (BMI ≥ 25 kg/m 2 ) </li></ul></ul><ul><ul><li>Obese w/ risk factors (high blood cholesterol, hypertension & cardiovascular disease) </li></ul></ul><ul><li>Doctors </li></ul><ul><ul><li>Physicians who handle such patients </li></ul></ul>
  6. 6. 2. What does it satisfy ? Psychological Needs : Reduction of weight at a desired level boosts confidence and self-esteem, and somehow has a favorable impact on certain relationships. Basic Needs : Reduction of excess body fat also decreases the chances of a person to develop certain types of illnesses
  7. 7. 3. Who competes w/ Xenical? <ul><li>Lesofat </li></ul><ul><ul><li>Main competitor after expiry of patent </li></ul></ul><ul><li>Smuggled generic formulations </li></ul><ul><li>Counterfeit products </li></ul><ul><li>Other anti-obesity agents (Sibutramine HCl) </li></ul>
  8. 8. 3. How does its competitors fair? Xenical Lesofat Salbutramine HCl Generics Counterfeit PRICE/QUALITY MATRIX LOW-END QUALITY MID-RANGE QUALITY PREMIUM QUALITY HIGH PRICE LOW PRICE
  9. 9. 4. Where is the gap ? <ul><li>Xenical patented Orlistat </li></ul><ul><ul><li>Greatest exposure time to clients among its competitors </li></ul></ul><ul><ul><li>A certain level of quality & trust is perceived to the original producer </li></ul></ul>
  10. 10. 5. What is the size of its market ? <ul><li>No information was extracted from the print ad </li></ul><ul><li>Given the sheer number of distributors (e.g. Mercury Drug Store), a relatively huge market size primarily from over-the-counter clients is expected </li></ul>
  11. 11. 6. What is the product? <ul><li>Anti-obesity agent </li></ul><ul><ul><li>Taken once a day during meals </li></ul></ul><ul><ul><li>Prevents the absorption of fat from diet </li></ul></ul><ul><ul><ul><li>Reduces caloric intake </li></ul></ul></ul><ul><ul><li>Moderately lowers blood pressure </li></ul></ul><ul><ul><li>Moderately decreases risk of diabetes </li></ul></ul>
  12. 12. 7. How much is it? <ul><li>Not in the print ad </li></ul><ul><li>1 capsule (120 mg) costs P41 (MIMS) </li></ul>
  13. 13. 8. Adopting the across-the-line promotion <ul><li>Internet-based marketing </li></ul><ul><ul><li>Social network </li></ul></ul><ul><li>Other media </li></ul><ul><ul><li>Magazine and newspaper print ads </li></ul></ul><ul><ul><li>TV commercials </li></ul></ul><ul><ul><li>Billboard posters </li></ul></ul><ul><ul><li>Text contact </li></ul></ul>
  14. 14. 9. Where to buy ? <ul><li>All major drug stores in the country </li></ul>
  15. 15. 10. The generic winning strategy <ul><li>Indicate more studies to back up claims </li></ul><ul><li>Maintain marketing the aesthetic benefits of the product </li></ul><ul><li>Bank on the fact that Xenical was the patent holder of Orlistat </li></ul>
  16. 16. The Print Ad Taken from YES! Magazine , December 2009 Issue, p. 187
  17. 17. Outline <ul><li>Primary Target Market (PTM) </li></ul><ul><li>Needs, Wants &Demands of the Primary Target Market </li></ul><ul><li>Competition &Competitive Position Map </li></ul><ul><li>Gap, Opportunity & Positioning </li></ul><ul><li>Market Size </li></ul>
  18. 18. Outline <ul><li>Product </li></ul><ul><li>Promotion </li></ul><ul><li>Price </li></ul><ul><li>Distribution </li></ul><ul><li>Generic Winning Strategy </li></ul>
  19. 19. 10 Step Marketing Plan for Orlistat (Xenical) Junnosuke Kato January 25, 2011

×