10 Step Marketing Plan for Lamisil by TanJM

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10 Step Marketing Plan for Lamisil by TanJM

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  • hi, great ppt, please send it to me. pharmatm80@yahoo.com
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10 Step Marketing Plan for Lamisil by TanJM

  1. 1. 10  Step  Marketing  Plan  for  Lamisil   16  January  2011     By:  Jose  Mariano  T.  Tan    
  2. 2.    Five  Steps   Part  I  of  II:  PTM  and  Posi:oning   1.  Target  Market:  Individuals  with  Athlete’s  Foot   2.  NWE:  Effective  Treatment                                        Against  Athlete’s  Foot   3.  Choice:  Pharmaceutical:  Lamifen                                            Non-­‐Pharmaceutical   4.  Gap:  High-­‐Quality,  Quick-­‐Acting  Product   5.  Market  Size:    PhP5  Million  (Niche)  
  3. 3.    Five  Steps   Part  II  of  II:  Marke:ng  Mix  &  Strategy   6.  Product:  Lamisil  (Novartis)   7.  Price:  20%  More  Expensive  versus  Competitor   8.  Promotion:  Redesigning  RiteMed  Logo                  Branding  the  Product                    Maximize  Price  Leadership   9.  Place:  Nationwide,  Leading  Pharmaceuticals   10.  Strategy:  Differentiation  Strategy                (Quick  Acting  &  Effective  Product)  
  4. 4. Advirtisement     Health  Today  Magazine   December  2010  to  January  2011  Issue       Appropriate  Choice  of  Media     Magazine  Appeals  to  Healthy   Living  Among  its  Readers    
  5. 5. Part  1:  Step  1  of  5   Positioning  to  the  Primary  Target  Market  
  6. 6. Primary  Target  Market       Individuals  Suffering  From  Athlete’s  Foot     Demographics:      >  20  years  old      Social  Class  A  to  B    
  7. 7. Primary  Target  Market       Lifestyle:       Regular  Use  of  Closed  Shoes     Frequent  &  Prolonged  Soaking  of  Feet     Sweaty  Feet     Athletes     Office  Workers     Service  Men  
  8. 8. Primary  Target  Market       Lifestyle:       Athlete’s  Foot  (Alipunga)     Ringworm  (Buni)     White  Spots  (An-­‐an)     Jock  Itch  (Hadhad)  
  9. 9. Primary  Target  Market       Consump:on  Behavior:        Apply  once  daily  for  seven  days!  
  10. 10. Part  1:  Step  2  of  5   Needs  Wants  and  Expectations     of  Target  Market  
  11. 11.    Needs,  Wants  and  Expectations   Maslow’s  Hierarchy  of  Needs   Realiza:on  of  Goals   “I  can  focus  on  achieving  my  daily  goals!”     Worry-­‐Free  Day!   “I  don’t  have  itchy  or  Smelly  Feet!”   Of  Self  &  Others   “I  keep  the  infec=on  from   spreading.”   A  Founda:on  of   Good  Health  
  12. 12.    Needs,  Wants  and  Expectations   Developmental  Stages  of  Erik  Erikson  
  13. 13. Needs,  Wants  and  Expectations     Developmental  Stages  of  Erik  Erikson     Middle  Adulthood  (18  to  55)     In:macy  vs  Isola:on     Disease  Decreases  my  Self-­‐Esteam     Genera:vity  vs  Stagna:on       Diseases  Distracts  me  from  Produc:ve  Work!  
  14. 14. Needs,  Wants  and  Expectations     Wants:      Quality  Assurance:      Efficacy      Fast-­‐Ac:ng      No  Relapse      Limited  Side  Effects  
  15. 15. Needs,  Wants  and  Expectations     Expecta:ons:     Eliminate  Infec:on     Removes  Odor     Remedies  Skin  Flaking     No  Disease  Progression     No  Side  Effects  
  16. 16. Part  1:  Step  3  of  5   Direct  and  Indirect  Competitors  
  17. 17. Competitors     Direct  Compe:tors:      Lamifen  (Zuellig)  
  18. 18. Competitors     Indirect  Compe:tors:     Miconazole     Clotrimazole     Ketoconazole     Tolnadate     BioFresh  Socks     Fissan  Foot  Powder  
  19. 19. Competitors     Variables:     Efficacy:     Treatment  of  Infec:on     Relief  of  Itch     Control  of  Odor     Healing  of  Skin       Safety:     Minimal  Side  Effects    
  20. 20. Competitors     Variables:      Price      Ease  of  Treatment  Regimen      Brand  Percep:on      Name  Recall      Physician  Prescrip:on  Prac:ce      Accessibility      Availability  
  21. 21. Position  Map     Variables:      Price      Quality     Not  Available  in  Adver:sement!  
  22. 22. Part  1:  Step  4  of  5   Customer-­‐Competition  Gap  
  23. 23. Demand-­‐Supply  Gap     Lamisil  is  the  only  product  that:     Provides  Fastest  Treatment     Short  Treatment  Dura:on     Low  Relapse  Time     Long-­‐Las:ng  Effects  
  24. 24. Part  1:  Step  5  of  5   Market  Size  
  25. 25. Market  Size     Not  Indicated  in  Adver:sement     Research:     Skin  Treatment  Market:  PhP  5,120,430.00     5%  Es:mated  Market  for  Lamisil         ~  PhP5  Million  Market  
  26. 26.    Marketing  Mix  Strategy   Part  II  of  II  
  27. 27. Part  2:  Step  6  of  10   Product  
  28. 28. Metformin  HCl  Leaders  
  29. 29.    RiteMed  Metformin  HCl   Product  Feature  
  30. 30.    RiteMed  Metformin  HCl   Product  Feature  
  31. 31. Product  Information     Contents:       100  mg/g  (1%)  Cream     Presenta:on:       Topical  An:-­‐Fungal  Agent     Dosage:       1  Week  Once  Daily       Indica:on:       Fungal  Infec:ons  of  Skin    
  32. 32. Product  Information     Administra:on:       Apply  Lamisil  1%  Cream  to  Affected  Skin  and  Surrounding   Area     Contraindica:ons:       Hypersensi:vity     Special  Precau:ons:       Not  for  Children  <  12  Years     Pregnancy  &  Breasneeding  Cau:on     For  External  Use  Only  
  33. 33. Product  Information     Adverse  Drug  Reac:ons:       Redness,  Itching     Pruritus,  Rash,  Bullous  Erup:ons  and  Hives     Prepara:on:       Tubes:  3,  5  and  10  grams  
  34. 34. Part  2:  Step  7  of  10   Price  
  35. 35. Price     20%  More  Expensive  Compared  to  Equivalents   Brand   Price   Percentage   (10  mg  Preparation)   (PhP)   Price  Difference   Lamisil   250.45   -­‐   Zuellig:  Lamifen   201.19   -­‐20.00%  
  36. 36. Price     Not  the  Cheapest  Drug  Available  in  the  Market     20%  More  Expensive  than  Cheapest  Alterna:ve     Main  Market  Strategy:  Quality  Leader     “Nothing’s  Faster!”     Proven  Faster  Ac:ng     Proven  Shorter  Treatment  Dura:on       Proven  Low  Relapse  Time     Prove  Long-­‐Las:ng  Effects  
  37. 37. Part  2:  Step  8  of  10   Promotion  
  38. 38. Promotional  Strategies     Adver:sements     Tri-­‐Media     Marke:ng     Sales  Representa:ves  
  39. 39. Promotional  Strategies     Health  Today   Magazine     December  2010  to   January  2011  Issue     Page  37  of  76  
  40. 40. Promotional  Strategies     Health  Today   Magazine     December  2010  to   January  2011  Issue     Page  37  of  76  
  41. 41. Promotional  Strategies     Health  Today   Magazine     December  2010  to   January  2011  Issue     Page  37  of  76  
  42. 42. Promotional  Strategies     Health  Today   Magazine     December  2010  to   January  2011  Issue     Page  37  of  76  
  43. 43. Advertisements  
  44. 44. Advertisements  
  45. 45. Advertisements  
  46. 46. Advertisements  
  47. 47. Monitoring       Survey  Target  Market     Brand  Knowledge     Brand  Trust     Sales  Trend     Market  Share     Compe:tor  Marke:ng  Strategies  
  48. 48. Competitors     No  Adver:sement  Noted  by   Research     Reliance  on:     Medical  Sales   Representa:ves     Giving  free  Product  Samples     Product  Peripherals     Sponsorship  Programs   (Events,  purchases)    
  49. 49. Part  2:  Step  9  of  10   Place  
  50. 50.    Place   Available  in  Leading  Pharmacies  Na:onwide     Available  in  Leading  Pharmaceu:cal  Retailers:  
  51. 51. Part  2:  Step  10  of  10   Generic  Winning  Strategy  
  52. 52. Generic  Winning  Strategy     Differen:a:on  Strategy:      “Nothing’s  Faster!”     Proven  Faster  Ac:ng     Proven  Shorter  Treatment  Dura:on       Proven  Low  Relapse  Time     Prove  Long-­‐Las:ng  Effects  
  53. 53.    Summary   Steps  1  to  10  
  54. 54.    Five  Steps   Part  I  of  II:  PTM  and  Posi:oning   1.  Target  Market:  Individuals  with  Athlete’s  Foot   2.  NWE:  Effective  Treatment                                        Against  Athlete’s  Foot   3.  Choice:  Pharmaceutical:  Lamifen                                            Non-­‐Pharmaceutical   4.  Gap:  High-­‐Quality,  Quick-­‐Acting  Product   5.  Market  Size:    PhP5  Million  (Niche)  
  55. 55.    Five  Steps   Part  II  of  II:  Marke:ng  Mix  &  Strategy   6.  Product:  Lamisil  (Novartis)   7.  Price:  20%  More  Expensive  versus  Competitor   8.  Promotion:  Redesigning  RiteMed  Logo                  Branding  the  Product                    Maximize  Price  Leadership   9.  Place:  Nationwide,  Leading  Pharmaceuticals   10.  Strategy:  Differentiation  Strategy                (Quick  Acting  &  Effective  Product)  
  56. 56. 10  Step  Marketing  Plan  for  Lamisil   16  January  2011     By:  Jose  Mariano  T.  Tan    

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