1010 Step Marketing Plan for Step Marketing Plan for GardasilGardasil

(Quadrivalent Human Papilloma Virus Recombinant Vaccine)

Danezza Mae D. Lim | ASMPH | January 19, 2011

Outline: Part 1 (Initial 5 steps)Outline: Part 1 (Initial 5 steps)

1) PTM: Female (ages 9 to 26)

2) Immunization against HPV

3) Competitors: other brands, methods of prevention

4) Gap: all methods focused on preventing HPV infections (cervical cancer and genital warts)

5) Estimated market size

Outline: Part 2 (Next 5 Steps)Outline: Part 2 (Next 5 Steps)

1) Gardasil (Quadrivalent Human Papilloma Virus Recombinant Vaccine)

2) Price

3) Use of advertising

4) Distributed worldwide through healthcare professional

5) Generic winning strategy: Product Differentiation

POSITIONING TO THE PRIMARY TARGET MARKET

Part 1: Steps 1 to 5

1. Primary Target Market: 1. Primary Target Market: Young womenYoung women

Demographics» Female

» Age group: 9 to 24 years old

» Social class: AB

» Single

Busy and active individuals» Studying, starting work

Experimental stage:» Interest in opposite sex to onset of sexual activity

Poor health seeking behavior: » Peak of health mentality

1. Primary Target Market: 1. Primary Target Market: LifestyleLifestyle

1. Primary Target Market: 1. Primary Target Market: BehaviorBehavior

» Protects against 4 types of HPV

» Prevents genital warts and cervical cancer

» 3 injections over 6 months

» Lifelong immunity

2. Need, Wants + Expectations2. Need, Wants + Expectations

I reach my full potential when I am free from disease!

I want to be protected from HPV

2. Need, Wants + Expectations2. Need, Wants + Expectations

1. NeedProtection, Safety and Self actualization

2. Wants Worry free lifestyle, better coverage from HPV, Better protection, credibility of company, brand

3. ExpectationsReduced of risk for HPV caused diseases, lifelong immunity

3. Competition and 3. Competition and Competitive Position Map Competitive Position Map (1)(1)

Direct Competitors

Other brands of HPV vaccines

Indirect Competitors

OBGyn consultation, Screening tests,Condoms

3. Competition and 3. Competition and Competitive Position Map Competitive Position Map (2)(2)

VariablesPhysician preferences, age, effectivity, safety, price, coverage, contraindications, side effects, accessibility, availability, packaging, brand

Effectivity vs. Price MatrixEffectivity vs. Price Matrix

High Price Low Price

High Effectivity

Low Effectivity

[data unavailable]

Position MappingPosition MappingHigh Price

Low Price

High Effectivity

Low Effectivity

[data unavailable]

Competitive MapCompetitive MapOther HPV

Vaccine BrandsProtection against 4 types of HPV

Reduces risk for genital warts

Reduces risk for cervical cancer

Effectivity

Availability

Lifelong immunity

Low Cost

[insufficient data]

4. Mind the gap4. Mind the gapGARDASIL is the only Vaccine

• That protects against 4 types of HPV

• Reduces risk from–70% of HPV causing cervical cancer

–90% of HPV causing genital warts

No brand has a similar position

5. Estimated Market Size5. Estimated Market Size

Population: Worldwide

Young women (ages 9 to 26)

Social Class: AB (1%)

5a. Estimated Market Size: 5a. Estimated Market Size: CompetitorsCompetitors

[data unavailable]

5b. Estimated Market Size: 5b. Estimated Market Size: GardasilGardasil

[data unavailable]

5c. Estimated Market Size: 5c. Estimated Market Size: Based on consumer dataBased on consumer data

[insufficient data]

Vaccination consumption:

X number of young women worldwide will receive 3 shots of HPV vaccine which costs around X pesos per shot.

X number of young women x 3 shots x X pesos = X amount of pesos

5d. Concluded Market: 5d. Concluded Market: HPV vaccineHPV vaccine

[data unavailable]

MARKETING MIX & STRATEGYPart 2: Next 5 steps

Other HPV vaccinesOther HPV vaccines

6. Product and competitors6. Product and competitors

Other MethodsOther Methods

6a. The HPV vaccine market is 6a. The HPV vaccine market is dominated by X number of brandsdominated by X number of brands

[data unavailable]

6b. Product Description6b. Product Description

» Only vaccine that helps protect against 4 types of HPV.

» Indicated for females ages 9 to 26

» Protection against 70% of cervical cancer, 90% of genital warts

» GARDASIL does not prevent all types of cervical cancer, encourages routine cervical cancer screenings.

» not a treatment cancer or genital warts

» 3 injections over 6 months

7. Price7. Price[data unavailable]

8. Promo8. PromoPrint Advertising

Teens/Women’s Magazine

8. Promo (2)8. Promo (2)E-marketing

website with all relevant product information (e.g. contraindications, side effects, journal articles, etc.)

8. Promo (3)8. Promo (3)More advertising: TV and billboard

8. Promo (4)8. Promo (4)» Launch in conventions

» Credible celebrity product endorser

» Endorsement from gynecologic society

8a. Competitor Promo8a. Competitor Promo[data unavailable]

9. Place9. Place» Physician clinics, hospitals, immunization

specialty clinics

» Distributed worldwide

» Cash and credit transactions

10. Winning Strategy10. Winning Strategy

Product Differentiation!Product Differentiation!» Quadrivalent formulation

» Better Coverage

» Better protection

» Risk reduction

Gardasil is an excellent product that is distributed worldwide

SummarySummary

Part 1 (Initial 5 steps)Part 1 (Initial 5 steps)

1) PTM: Female (ages 9 to 26)

2) Immunization against HPV

3) Competitors: other brands, methods of prevention

4) Gap: all methods focused on preventing HPV infections (cervical cancer and genital warts)

5) Estimated market size

Part 2 (Next 5 Steps)Part 2 (Next 5 Steps)

1) Gardasil (Quadrivalent Human Papilloma Virus Recombinant Vaccine)

2) Price

3) Use of advertising

4) Distributed worldwide through healthcare professional

5) Generic winning strategy: Product Differentiation

1o Step marketing plan for 1o Step marketing plan for GardasilGardasil

(Quadrivalent Human Papilloma Virus Recombinant Vaccine)

Danezza Mae D. Lim | ASMPH | January 19, 2011