msd - hpv vaccine 10-step marketing plan
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TRANSCRIPT
10 STEP Marketing Plan:
Merck Sharp & Dohme Philippines:
HPV vaccine
Raymonde C. UyJanuary, 2011
1
5 Steps for Part 1 (PTM and Positioning)
1. Mostly, but not limited to class ABC patients
2. Who wants to get cervical cancer information and prophylaxis
3. Glaxosmithkline’s Cervarix4. Gap is branding of other drug
5 Steps for Part 2(Marketing Mix & Strategy)
6. No differentiation7. Same prices8. Information-education posters,
magazine ads, websites9. Caters worldwide10. High-class, niche approach
Positioning to the Primary Target MarketPart 1:Steps 1 to 5
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1.Close-up primary target market (PTM) are class ABC patients
Demographics: any age, female, high social class (ABC)
Lifestyle: not specific, leaning on luxury Behavior: Expects quality information
and medications
I want to be safe
I want to have a qualityProphylaxis against HPV
I want to be protected
I am a informed buyer
I can afford the expensiveHPV vaccine
2. My PTM’s NWEThey need information and protection against HPV
These patients choose Merck Sharp & Dohme because of its name in the drug market, and its consistent drug quality
Patients expect reliable medical information and prophylaxis on HPV / Cervical cancer
3a. MSD’s HPV vaccine Gardasil has competitors with the same niche market
Direct: Cervarix (GlaxoSmithKline)
Indirect: None with significant effect
Variables: Social stratum, affordability, quality and reputation
Highly competitive in the high-price health services in all social classes
Price / Class Matrix
A B C D
High price
Low Price
Price vs. Social Class Matrix
MSD and GSK
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
4. MSD positions the same in a niche market opportunity
High PriceFocus on information and qualityBFAD and accreditation on different
countriesBoth MSD and GSK has all the positions
5a. Market Size3,447,100,000 billion women in the world
8 out of 10 women will get HPV in their lifetime
2,757,680,000 will get HPV$120 per shot x 3 shots = $360
$992,764,800,000 Market Size
The Marketing Mix StrategyPart 2:Steps 6 to 10
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Product categoryMSD is dedicated to deliver reliable health
information about cervical cancer, and to offer current vaccinations that will protect women from the virus.
Product categoryProvides prophylactic treatment
1. Vaccination shots against HPV
Other Major brands / competition
GlaxoSmithKlineCervarix
7. PriceVaccine Price
MSD $120 per shot x 3 = $360
GSK $120 per shot x 3 = $360
8a. Promo
None
Competitor promo
None
9. Place Worldwide
Generic winning strategy More aggressive marketing: differentiation
from GSK’s information marketing
ReputationHype generation
Use of social marketing strategy
SUMMARY
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5 Steps for Part 1 (PTM and Positioning)
1. Mostly, but not limited to class ABC patients
2. Who wants to get cervical cancer information and prophylaxis
3. Glaxosmithkline’s Cervarix4. Gap is branding of other drug
5 Steps for Part 2(Marketing Mix & Strategy)
6. No differentiation7. Same prices8. Information-education posters,
magazine ads, websites9. Caters worldwide10. High-class, niche approach
10 STEP Marketing Plan:
Merck Sharp & Dohme Philippines:
HPV vaccine
Raymonde C. UyJanuary, 2011
25