Medimmune-Flumist

TEAM # 1

Nahan P

Sonima P P

Prashant

Nikhil P V

Jithin Prabha P

Positioning

For healthy people aged 5 – 49 who value health, don’t like shots, and want to live life to the fullest.

Flu Mist is an easy and painless way to prevent the flu.

because it eliminated the needle and developed a nasal-spray vaccine that’s 90% effective

Even though the virus in LAIV is attenuated (low in virulence), it is still a living virus, and may cause an infection with complications in people with weakened immune systems or other underlying medical conditions so it is better to avoid those groups.

Pros

Emphasizes benefits Differentiates from competition Shows product is unique Targets FDC permitted market Reaches personal values of a full life Communicates easily

FluMist is recommended for -

“All healthy, non-pregnant persons age 49 yrs and younger who want to reduce the likelihood of becoming ill with influenza, or of spreading it to others who meet any of the criteria listed below ”

1. Working or living with at-risk people as listed in the section above.

2. Healthcare personnel or other persons who provide direct care to at-risk people

3. Household contacts and out-of-home caregivers of children age 0–59m.

4. Travelers who may be among people from areas of the world where there is current influenza activity

5. Students or other persons in institutional settings

FluMist is not recommended for -

children <24 months of age, due to increased risk of wheezing

individuals with a history of hypersensitivity to previous influenza vaccination.

People with a medical condition that places them at high risk for complications from influenza, including those with chronic heart or lung disease, such as asthma or reactive airways disease

People with medical conditions such as diabetes or kidney failure or people with illnesses that weaken the immune system, or who take medications that can weaken the immune system

Children less than 5 years old with a history of recurrent wheezing

FluMist is not recommended for -

Children or adolescents receiving aspirinPeople with a history of Guillain-Barré syndrome , a

rare disorder of the nervous systemPregnant womenPeople who have a severe allergy to chicken eggs or

who are allergic to any of the nasal spray vaccine components

It is possible for individuals vaccinated with FluMist to spread the virus to others for up to 21 days after vaccination. For this reason it is recommended that those vaccinated with FluMist avoid close contact with individuals with weak immune systems during that time.

Positioning #1

For children who hate getting sick or getting shots. Flu Mist is an easy and painless way to prevent the flu It eliminate the needle and developed a nasal-spray

vaccine that’s proven to be effective.Pros Emphasizes painless delivery Differentiates from competition Shows product is uniqueCons Only targets ages 5 – 18 Doesn’t reach personal values Efficacy not resonating

Positioning #2

working professionals with no time to be sick, FluMist is a fast way to put the flu out of business because flumist intranasal vaccine is the modern,

powerful replacement for the flu shot.Pros Emphasizes illness avoidance Differentiates from competition Shows product is unique Reaches personal values of power and controlCons Targets only portion of total market, predominantly

middle-aged men Efficacy not mentioned

Positioning #3

For healthy people ages 5-49 who don’t have time FluMist is innovative, effective, and convenient because it’s fast, painless, and can be administered

wherever you are.Pros Targets total marketable range Lists product benefitsCons Doesn’t reach personal values Not focused

Target market

Healthy 5 – 49 yrsFDA only approved this range

10% currently receive flu shotsSpeculation: live viruses more effective , At least

that of other flu vaccine

Advantages

Prevent flu Important benefits, but provided by all leading competitorsBenefits both important and differentiated from competitors Painless delivery Nasal spray ConvenientFeatures distinctive to brand, but do not drive consumer preference Live virus Innovative, PPE (Personal protective equipment) not required

Disadvantages

For comparison, only Sanofi-Aventis's injectable influenza vaccine is approved for children 7 months of age and older

FluMist is approved after the second year, and other injectable vaccines from four years of age onward.

Injectable influenza vaccine approvals have no upper age limit, while FluMist has not yet been tested or presented for FDA approval for use by persons 50 or older.

FluMist is approved for individuals from 2 years to 59 years of age in Canada.

High cost of production

Pricing Strategy

years 2003-04 2004-05 2005-06

capture rate 25% 40% 60%

customer available

3,975,000 6,360,000 9,540,000

Doses avail 5,000,000 6,000,000 10,000,000

Product cost $15 $12.5 $7.5

Unit sell price $20 $20 $20

unit profit $5 $7.5 $12.5

Selling profit $19,875,000 $47,700,000 $119,250,000

Advt. $30,000,000 $20,000,000 $20,000,000

Net income -$10,125,000 $27,700,000 $99,250,000

Launch Strategy

Health-care professionals

Engage consultant sales force for face-face contact

Provide incentives to physicians to use product on trial basis

Major corporations

Provide quantity discounts to major corporations that provide flu shots to employees

General advertising

Market via magazine ads to target segments

Get brand recognition

Advertising Samples

Appeal to different populations within target segment• Children/Teens• Parents• Students/Young Adults• Workforce/Professionals

Advertising Sample 1

Don’t get shot.Don’t get shot.

This ad targets the young adult and student populations who are familiar with rapper 50Cent. 50Cent is famous for being shot 9 times and surviving. Target publications include magazines with a music and entertainment focus.

Advertising Sample 2

Because shaking Because shaking hands is your hands is your

business, protecting business, protecting you is oursyou is ours

This ad targets the business environment by highlighting how the flu virus is spread: shaking hands. Business professionals, even those who are healthy, are at risk for catching the flu virus. Target publications include professional journals and magazines.

Advertising Sample 3

This ad targets the children and student populations.

Advertising Sample 4

This ad targets families - at risk for catching the flu virus. Target publications include magazines and other print and visual medias.

Advertising Sample 6

Avoid the flu

feel great.

Advertising Sample 5

This ad targets all categories of population - at risk for catching the flu virus. -act as a warning .Target publications include -All kind of print and visual media -Not focused

THANK

YOU….