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EVANGELISTA, Jessica Anne L. JANUARY 25, 2011
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EVANGELISTA, Jessica Anne L.
JANUARY 25, 2011
10 WAYS OF PROTECTING YOU!POSITIONING TO THE TARGET MARKET
1. PTM is the WOMEN OF REPRODUCTIVE AGE GROUP.
2. To PRIORITIZE health promotion and disease prevention.
3. Other PHARMACEUTICALS (Merck).4. The gap is on the LACK OF AN ACCESSIBLE
premium and AFFORDABLE Cervical cancer vaccine.
5. The MARKET SIZE is not available
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
10 WAYS OF PROTECTING YOU! THE MARKETING MIX STRATEGY
6. Product: GSK Cervical Cancer Vaccine: CERVARIX
7. Price: Not available8. Promo: Uses word of print, celebrities and
online as ADVERTISING.9. Place: ASK your doctors about it!10.Uses a NICHE approach to succeed!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
10 WAYS OF PROTECTING YOU!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
Part 1: 10 Ways of Protecting YOU!
Cervical Cancer PROTECTION for the ACTIVE REPRODUCTIVE AGE GROUP
PTM ages 15 – 50 years oldsocial class ABC
Lifestyle Involved in romantic and meaningful
relationships.
Behavior At times, exhibit risky behaviors.
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
1
To PRIORITIZE health promotion and disease prevention
More and more females are willing to spend their money for good health because…Cervical cancer is the 2nd highest killer cancer
of women in the Philippines.There is a high chance – 80% of acquiring the
virus causing the cancer.
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
2
To PRIORITIZE health promotion and disease prevention
I want to LIVE
LONGER!
I want to ENJOY LIFE!
I want to BE
LOVED!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
2
Other PHARMACEUTICALS
DIRECT COMPETITOR
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
3
Hospitals and other institutions who screen for cervical cancer are
INDIRECT COMPETITORS
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
3
VARIABLESCompany NameBrandHuman Papilloma Virus (HPV)
Coverage PriceAccessibility
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
3
Price / Age Matrix
10-15 years old
15-50 years old
High Price
Low Price
COMPETITIVE POSITION MAPS
GSK
Cervarix
GSK Cervari
x
Merck
Gardasil
Merck
Gardasil
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
3
GSKCervarix
MerckGardasil
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.
GSK’S EDGE IS THAT…
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
3
The GAP is due to
LACK OF AN ACCESSIBLE and AFFORDABLE anti-cervical vaccine.
1. Create a niche market of REPRODUCTIVELY ACTIVE WOMEN.
2. Offer affordable and accessible vaccines that will protect them from
acquiring fatal diseases.
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
4
The MARKET SIZE is not available in the article.
Company Data:Competitor Data:Consumer Data:
Total Female Population (15 – 50 years old): 29,737,919
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
5
10 WAYS OF PROTECTING YOU!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
Part 1: 10 Ways of Protecting YOU!
PRODUCT: CERVARIX
Not explicitly stated in the print advertisement.
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
6
PRICE: CERVARIX
Not explicitly stated in the print advertisement.
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
7
PROMO: PRINT ENDORSEMENT
Pia MagalonaMaxene
Magalona
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
8
PROMO:CELEBRITY ENDORSEMENT
Pia MagalonaMaxene
Magalona
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
8
PROMO: ONLINE ENDORSEMENT
www.Xoutcervicalcancer.com.ph
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
8
ASK YOUR DOCTORS ABOUT IT!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
9
Uses a NICHE approach to succeed!
FocusedAccessibleAffordable
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
10
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
10 WAYS OF PROTECTING YOU!POSITIONING TO THE TARGET MARKET
1. PTM is the WOMEN OF REPRODUCTIVE AGE GROUP.
2. To PRIORITIZE health promotion and disease prevention.
3. Other PHARMACEUTICALS (Merck).4. The gap is on the LACK OF AN ACCESSIBLE
premium and AFFORDABLE Cervical cancer vaccine.
5. The MARKET SIZE is not available
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
10 WAYS OF PROTECTING YOU! THE MARKETING MIX STRATEGY
6. Product: GSK Cervical Cancer Vaccine: CERVARIX
7. Price: Not available8. Promo: Uses word of print, celebrities and
online as ADVERTISING.9. Place: ASK your doctors about it!10.Uses a NICHE approach to succeed!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
TO ATTRACT CUSTOMERS…ACTUAL
PRODUCT and PRICE should be placed in the advertisement.
As well as, HOW TO USE IT!
10 Step Marketing Plan: GSK Cervical Cancer Vaccine
10 Ways of Protecting YOU!
EVANGELISTA, Jessica Anne L.
JANUARY 25, 2011
