MSD - HPV vaccine 10-step marketing plan

transcript

10 STEP Marketing Plan:

Merck Sharp & Dohme Philippines:

HPV vaccine

Raymonde C. UyJanuary, 2011

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

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

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

Competitor promo

9. Place Worldwide

Generic winning strategy More aggressive marketing: differentiation

from GSK’s information marketing

ReputationHype generation

Use of social marketing strategy

SUMMARY