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  • Print ad 10 step marketing plan

    1. 1. EVANGELISTA , Jessica Anne L. JANUARY 25, 2011
    2. 3. 10 WAYS OF PROTECTING YOU! POSITIONING TO THE TARGET MARKET <ul><li>PTM is the WOMEN OF REPRODUCTIVE AGE GROUP. </li></ul><ul><li>To PRIORITIZE health promotion and disease prevention. </li></ul><ul><li>Other PHARMACEUTICALS ( Merck). </li></ul><ul><li>The gap is on the LACK OF AN ACCESSIBLE premium and AFFORDABLE Cervical cancer vaccine . </li></ul><ul><li>The MARKET SIZE is not available </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    3. 4. 10 WAYS OF PROTECTING YOU! THE MARKETING MIX STRATEGY <ul><li>Product: GSK Cervical Cancer Vaccine: CERVARIX </li></ul><ul><li>Price: Not available </li></ul><ul><li>Promo: Uses word of print, celebrities and online as ADVERTISING. </li></ul><ul><li>Place: ASK your doctors about it! </li></ul><ul><li>Uses a NICHE approach to succeed! </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    4. 5. <ul><li>10 WAYS OF PROTECTING YOU! </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine Part 1: 10 Ways of Protecting YOU!
    5. 6. Cervical Cancer PROTECTION for the ACTIVE REPRODUCTIVE AGE GROUP <ul><li>PTM ages 15 – 50 years old </li></ul><ul><li>social class ABC </li></ul><ul><li>Lifestyle Involved in romantic and meaningful relationships. </li></ul><ul><li>Behavior At times, exhibit risky behaviors. </li></ul>1 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    6. 7. To PRIORITIZE health promotion and disease prevention <ul><li>More and more females are willing to spend their money for good health because… </li></ul><ul><ul><li>Cervical cancer is the 2 nd highest killer cancer of women in the Philippines. </li></ul></ul><ul><ul><li>There is a high chance – 80% of acquiring the virus causing the cancer. </li></ul></ul>2 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    7. 8. To PRIORITIZE health promotion and disease prevention I want to LIVE LONGER! I want to ENJOY LIFE! I want to BE LOVED! 2 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    8. 9. Other PHARMACEUTICALS DIRECT COMPETITOR 3 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    9. 10. Hospitals and other institutions who screen for cervical cancer are INDIRECT COMPETITORS 3 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    10. 11. VARIABLES <ul><ul><li>Company Name </li></ul></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Human Papilloma Virus (HPV) Coverage </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Accessibility </li></ul></ul>3 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    11. 12. COMPETITIVE POSITION MAPS GSK Cervarix GSK Cervarix Merck Gardasil Merck Gardasil 3 Price / Age Matrix 10-15 years old 15-50 years old High Price Low Price 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    12. 13. GSK’S EDGE IS THAT… 3 GSK Cervarix Merck Gardasil HPV Coverage HPV 16 and 18 HPV 6, 11, 16 and 18 Price 60% lower --- Accessibility Widely available In select drug stores and clinics Safety Profile Safe for 10 years and above Safe and effective for both men and women. 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    13. 14. The GAP is due to LACK OF AN ACCESSIBLE and AFFORDABLE anti-cervical vaccine . <ul><li>Create a niche market of REPRODUCTIVELY ACTIVE WOMEN. </li></ul><ul><li>Offer affordable and accessible vaccines that will protect them from acquiring fatal diseases. </li></ul>4 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    14. 15. The MARKET SIZE is not available in the article. <ul><li>Company Data: </li></ul><ul><li>Competitor Data: </li></ul><ul><li>Consumer Data: </li></ul><ul><ul><li>Total Female Population (15 – 50 years old): 29,737,919 </li></ul></ul>5 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    15. 16. <ul><li>10 WAYS OF PROTECTING YOU! </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine Part 1: 10 Ways of Protecting YOU!
    16. 17. PRODUCT: CERVARIX <ul><li>Not explicitly stated in the print advertisement. </li></ul>6 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    17. 18. PRICE: CERVARIX <ul><li>Not explicitly stated in the print advertisement. </li></ul>7 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    18. 19. PROMO: PRINT ENDORSEMENT <ul><li>Pia Magalona </li></ul><ul><li>Maxene Magalona </li></ul>8 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    19. 20. PROMO: CELEBRITY ENDORSEMENT <ul><li>Pia Magalona </li></ul><ul><li>Maxene Magalona </li></ul>8 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    20. 21. PROMO: ONLINE ENDORSEMENT <ul><li>www.Xoutcervicalcancer.com.ph </li></ul>8 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    21. 22. ASK YOUR DOCTORS ABOUT IT! 9 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    22. 23. Uses a NICHE approach to succeed! <ul><li>Focused </li></ul><ul><li>Accessible </li></ul><ul><li>Affordable </li></ul>10 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    23. 24. 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    24. 25. 10 WAYS OF PROTECTING YOU! POSITIONING TO THE TARGET MARKET <ul><li>PTM is the WOMEN OF REPRODUCTIVE AGE GROUP. </li></ul><ul><li>To PRIORITIZE health promotion and disease prevention. </li></ul><ul><li>Other PHARMACEUTICALS ( Merck). </li></ul><ul><li>The gap is on the LACK OF AN ACCESSIBLE premium and AFFORDABLE Cervical cancer vaccine . </li></ul><ul><li>The MARKET SIZE is not available </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    25. 26. 10 WAYS OF PROTECTING YOU! THE MARKETING MIX STRATEGY <ul><li>Product: GSK Cervical Cancer Vaccine: CERVARIX </li></ul><ul><li>Price: Not available </li></ul><ul><li>Promo: Uses word of print, celebrities and online as ADVERTISING. </li></ul><ul><li>Place: ASK your doctors about it! </li></ul><ul><li>Uses a NICHE approach to succeed! </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    26. 27. 10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    27. 28. TO ATTRACT CUSTOMERS… <ul><li>ACTUAL PRODUCT and PRICE should be placed in the advertisement. </li></ul><ul><li>As well as, HOW TO USE IT! </li></ul>10 Step Marketing Plan: GSK Cervical Cancer Vaccine 10 Ways of Protecting YOU!
    28. 29. EVANGELISTA , Jessica Anne L. JANUARY 25, 2011

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