10 step marketing plan for lamisil by tanjm
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10 Step Marketing Plan for Lamisil by TanJMTRANSCRIPT
10 Step Marketing Plan for Lamisil 16 January 2011 By: Jose Mariano T. Tan
Five Steps Part I of II: PTM and Posi:oning
1. Target Market: Individuals with Athlete’s Foot 2. NWE: Effective Treatment Against Athlete’s Foot 3. Choice: Pharmaceutical: Lamifen Non-‐Pharmaceutical 4. Gap: High-‐Quality, Quick-‐Acting Product 5. Market Size: PhP5 Million (Niche)
Five Steps Part II of II: Marke:ng Mix & Strategy
6. Product: Lamisil (Novartis) 7. Price: 20% More Expensive versus Competitor 8. Promotion: Redesigning RiteMed Logo
Branding the Product Maximize Price Leadership
9. Place: Nationwide, Leading Pharmaceuticals 10. Strategy: Differentiation Strategy
(Quick Acting & Effective Product)
Advirtisement
Health Today Magazine
Appropriate Choice of Media
Magazine Appeals to Healthy Living Among its Readers
December 2010 to January 2011 Issue
Part 1: Step 1 of 5 Positioning to the Primary Target Market
Primary Target Market
Individuals Suffering From Athlete’s Foot
Demographics: > 20 years old Social Class A to B
Primary Target Market
Lifestyle: Regular Use of Closed Shoes Frequent & Prolonged Soaking of Feet Sweaty Feet
Athletes Office Workers Service Men
Primary Target Market
Lifestyle: Athlete’s Foot (Alipunga) Ringworm (Buni) White Spots (An-‐an) Jock Itch (Hadhad)
Primary Target Market
Consump:on Behavior: Apply once daily for seven days!
Part 1: Step 2 of 5 Needs Wants and Expectations of Target Market
Maslow’s Hierarchy of Needs
Needs, Wants and Expectations
Realiza:on of Goals “I can focus on achieving my daily goals!”
A Founda:on of Good Health
Worry-‐Free Day! “I don’t have itchy or Smelly Feet!”
Of Self & Others “I keep the infec=on from spreading.”
Developmental Stages of Erik Erikson
Needs, Wants and Expectations
Needs, Wants and Expectations
Developmental Stages of Erik Erikson
Middle Adulthood (18 to 55)
In:macy vs Isola:on Disease Decreases my Self-‐Esteam
Genera:vity vs Stagna:on Diseases Distracts me from Produc:ve Work!
Needs, Wants and Expectations
Wants: Quality Assurance: Efficacy Fast-‐Ac:ng No Relapse Limited Side Effects
Needs, Wants and Expectations
Expecta:ons: Eliminate Infec:on Removes Odor Remedies Skin Flaking No Disease Progression No Side Effects
Part 1: Step 3 of 5 Direct and Indirect Competitors
Competitors
Lamifen (Zuellig)
Direct Compe:tors:
Competitors
Miconazole Clotrimazole Ketoconazole Tolnadate
BioFresh Socks Fissan Foot Powder
Indirect Compe:tors:
Competitors
Efficacy: Treatment of Infec:on Relief of Itch Control of Odor Healing of Skin
Safety: Minimal Side Effects
Variables:
Competitors
Price Ease of Treatment Regimen Brand Percep:on Name Recall Physician Prescrip:on Prac:ce Accessibility Availability
Variables:
Position Map
Price Quality
Not Available in Adver:sement!
Variables:
Part 1: Step 4 of 5 Customer-‐Competition Gap
Demand-‐Supply Gap
Provides Fastest Treatment Short Treatment Dura:on Low Relapse Time Long-‐Las:ng Effects
Lamisil is the only product that:
Part 1: Step 5 of 5 Market Size
Market Size
Not Indicated in Adver:sement
Research: Skin Treatment Market: PhP 5,120,430.00 5% Es:mated Market for Lamisil
~ PhP5 Million Market
Marketing Mix Strategy Part II of II
Part 2: Step 6 of 10 Product
Metformin HCl Leaders
Product Feature
RiteMed Metformin HCl
Product Feature
RiteMed Metformin HCl
Product Information
Contents: 100 mg/g (1%) Cream
Presenta:on: Topical An:-‐Fungal Agent
Dosage: 1 Week Once Daily
Indica:on: Fungal Infec:ons of Skin
Product Information
Administra:on: Apply Lamisil 1% Cream to Affected Skin and Surrounding
Area
Contraindica:ons: Hypersensi:vity
Special Precau:ons: Not for Children < 12 Years Pregnancy & Breasneeding Cau:on For External Use Only
Product Information
Adverse Drug Reac:ons: Redness, Itching Pruritus, Rash, Bullous Erup:ons and Hives
Prepara:on: Tubes: 3, 5 and 10 grams
Part 2: Step 7 of 10 Price
Price
20% More Expensive Compared to Equivalents
Brand (10 mg Preparation)
Price (PhP)
Percentage Price Difference
Lamisil 250.45 -‐ Zuellig: Lamifen 201.19 -‐20.00%
Price
Not the Cheapest Drug Available in the Market 20% More Expensive than Cheapest Alterna:ve
Main Market Strategy: Quality Leader “Nothing’s Faster!”
Proven Faster Ac:ng Proven Shorter Treatment Dura:on Proven Low Relapse Time Prove Long-‐Las:ng Effects
Part 2: Step 8 of 10 Promotion
Promotional Strategies
Adver:sements Tri-‐Media
Marke:ng Sales Representa:ves
Promotional Strategies
Health Today Magazine December 2010 to
January 2011 Issue Page 37 of 76
Promotional Strategies
Health Today Magazine December 2010 to
January 2011 Issue Page 37 of 76
Promotional Strategies
Health Today Magazine December 2010 to
January 2011 Issue Page 37 of 76
Promotional Strategies
Health Today Magazine December 2010 to
January 2011 Issue Page 37 of 76
Advertisements
Advertisements
Advertisements
Advertisements
Monitoring
Survey Target Market Brand Knowledge Brand Trust
Sales Trend
Market Share
Compe:tor Marke:ng Strategies
Competitors
No Adver:sement Noted by Research
Reliance on: Medical Sales
Representa:ves Giving free Product Samples Product Peripherals Sponsorship Programs
(Events, purchases)
Part 2: Step 9 of 10 Place
Available in Leading Pharmacies Na:onwide
Place
Available in Leading Pharmaceu:cal Retailers:
Part 2: Step 10 of 10 Generic Winning Strategy
Generic Winning Strategy
Differen:a:on Strategy: “Nothing’s Faster!”
Proven Faster Ac:ng Proven Shorter Treatment Dura:on Proven Low Relapse Time Prove Long-‐Las:ng Effects
Summary Steps 1 to 10
Five Steps Part I of II: PTM and Posi:oning
1. Target Market: Individuals with Athlete’s Foot 2. NWE: Effective Treatment Against Athlete’s Foot 3. Choice: Pharmaceutical: Lamifen Non-‐Pharmaceutical 4. Gap: High-‐Quality, Quick-‐Acting Product 5. Market Size: PhP5 Million (Niche)
Five Steps Part II of II: Marke:ng Mix & Strategy
6. Product: Lamisil (Novartis) 7. Price: 20% More Expensive versus Competitor 8. Promotion: Redesigning RiteMed Logo
Branding the Product Maximize Price Leadership
9. Place: Nationwide, Leading Pharmaceuticals 10. Strategy: Differentiation Strategy
(Quick Acting & Effective Product)
10 Step Marketing Plan for Lamisil 16 January 2011 By: Jose Mariano T. Tan