10 step marketing plan (oxivir)

1

10 STEP Marketing Plan for

Oxivir Cleaner Disinfectant

Restituto R. Mines Jr.

June 21, 2010

Agenda:

� 5 Steps for Part 1 (PTM & Positioning)

� 5 Steps for Part 2 (Marketing Mix and Strategy)

� Positioning to the Primary Target Market

� Oxivir Primary Target Market

� PTMs Needs, Wants, Expectations

� Oxivir Competition

� Oxivir Positioning

� Market Size

� Marketing Mix Strategy

5 Steps for Part 1

(PTM and Positioning)

1. Oxivir PTM are Infection Control Nurses� Housekeepers, Cleaners, Staff Nurses

2. Who want to have a safe, broad-spectrum and fast-acting disinfectant product

3. Can choose Lysol, Domex, Greenex, Presept as alternatives

4. Gap is all other brands focus on disinfection capability alone

5. The Infection Control market size is Php400 Million.

5 Steps for Part 2

(Marketing Mix & Strategy)

6. Oxivir is a one step cleaner disinfectant available in ready-to-use and superconcentrates

7. Is 15% Premium over the leading brand8. Uses face to face selling, experiences

through trials, round table discussions, symposium, road shows and presentations

9. Distribution nationwide and Micronesia10. Uses a differentiation approach

5

Positioning to the

Primary Target Market

Part 1:

Steps 1 to 5

1. Oxivir primary target

market (PTM) are the

Infection Control NursesInfection Control NursesInfection Control NursesInfection Control Nurses

� Demographics (23-60, Male/Female, Single/Married, Hospital workforce, Infection control department members)

� Lifestyle (Decision-makers, influencers, hygiene-compliant, high expectation on hygiene )

� Behavior (Cleaning & Disinfection process -3 times a day, general disinfection, after discharge, intensive, critical cleaning)

Patient, Guest, Staff needs to be protectedfrom bacteria and viruses

Infection Control Nurses first user mentality

2. My PTM’s NWE

Infection Control Nurses need

Patient, visitors and hospital staff needs to be protected, Safety and Protection

Infection Control Nurses first user prestige, Esteem needs and recognition

Nurses choose Oxivir over other disinfectants because of Disinfection capability, cleaning effectiveness, personal health and safety and

environment responsibility; brand

Nurses expect with the application of Oxivir

One step Cleaner and Disinfectant with faster kill time of 1 minute, simple and easy to use, safer, effective, no need for rework, safe for all surfaces, does not affect air quality, leaves no residue and safe for uses

3a. Oxivir has many

formidable competitors

� Direct: Lysol, Domex, Greenex, Presept

� Indirect: Zonrox, Clorox, Isopropyl alcohol

� Variables: Price, packaging, safety, cleaning & disinfectant efficacy, kill time, convenience of use, availability, environment impact brand

2 Examples of Position Map

1. Price vs. Efficacy

2. Position vs. Branding

OxivirOxivir

Lysol

Oxivir is an innovation product:

New in the Phil. Market

Greenex

Price vs. Efficacy

Oxivir

Greenex

Oxivir

Price/ Age Matrix

Cleaner Bactericidal Virucidal Tuberculocidal

High price

Low Price Zonrox

Lysol

Zonrox

Oxivir positioning

Positioning vs. Brand Matrix

++++++++++++++++- Biodegradable

Environment effect

+++++++++++++++++++++- No harmful residue

+++++++++++++- No VOC's

++++++++++++++++- No lingering odor

++++++++++++++++- Non-irritating

Personal Safety

++++++++++++++++++Cleaning Efficacy

3 minutes10 minutes1 minute- Kill time

Not TbNot Tb++++++++++- Tuberculocidal

+++++++++++++++++++++++- Bactericidal/Virucidal

Disinfectant Efficacy

CLOROXDOMEX

ZONROXLYSOLOXIVIRPARAMETERS

4. Oxivir positions strongly in a

differentiation market opportunity

Oxivir is the only one step cleaner and disinfectant in the market

� that gives faster kill on microbes in 1 minute

� for all surface disinfection by Infection Control Nurses

� who want safe, effective and an environment friendly product

Others focus on disinfection capability alone

5a. Market size using competitor

data

1. SEC/DTI Data

� Total Sales annually

2. vs. known Industry size comparisons

3. vs. suppliers (Instrument disinfection, dispensers)

4. Logistics capability

RBSD-Marketing Department

INFECTION CONTROL INFECTION CONTROL INFECTION CONTROL INFECTION CONTROL

COMPETITOR SIZECOMPETITOR SIZECOMPETITOR SIZECOMPETITOR SIZE

EthiconPascualAniosGreen CrossBode ChemieOthers

Ethicon200 MPascual

50 M

Anios30 M

Green Cross 30 M

B. Chemie20 M

Others 30 M

PhpPhpPhpPhp 350 Million350 Million350 Million350 Million

5b. Market size using company

data

1. Claimed market share

2. Estimate on market share

� Fair share of market

3. Historical sales

5b. Based on JohnsonDiversey data

* JohnsonDiversey Philippines data: Oxivir Sales is

PhpPhpPhpPhp 8.0 Million8.0 Million8.0 Million8.0 Million

* JohnsonDiversey claims market share of 2% for Oxivir

* Total Infection Control Market is Php400 Million

5c. Market size using

customer data

1. Annual Application

� Per Hospital - Private and Public

� Spend (Budget) by Infection Control Department

� Cleaning Application Frequency (Standard)

� Price per Spray of Disinfectant

5c. Consumer data indicates

a size of Php 520 Million

Disinfection Application:

Number of Hospitals X Application Frequency X Price/Spray X No. of days

1,828 x 3 x P0.26 X 365 =

PhpPhpPhpPhp 520 Million520 Million520 Million520 Million

5. Concluded that infection

control market is:

1. Competitor data= Php 350 Million

2. Company data = Php 400 Million

3. Application data = Php 520 Million

21

The Marketing Mix Strategy

Part 2:

Steps 6 to 10

6a. Photo of Product

OxivirOxivir TbTb

The Science of Compliance

The 1The 1stst New Disinfectant New Disinfectant

Technology in 20 Years!Technology in 20 Years!

6a. Infection Control Surface

Disinfection is dominated by

Lysol Brand

Surface Disinfectant

Category

Clorox Company

Unilever

Reckitt

Green Cross

Green Cross

Green Cross

Clorox

Domex

Lysol

Zonrox

Green Cross Alcohol

Greenex

Industry PlayersBrand

6a. Competitors

Direct

6a. Competitors

Indirect

6b. Product Description

� Oxivir is a hospital-grade, one-step cleaner disinfectant that is EPA and FDA approved. The 1st disinfectant technology after 20 years. The Active ingredient is Accelerated Hydrogen Peroxide

� There are 2 pack sizes- 1 quart Ready to Use, 1 gallon Oxivir Concentrate

OxivirTbOxivirTb

The Science of Compliance

Oxivir Tb has a unique blend of hydrogen peroxide and cleaning agents that deliver greater

CLEANING

POWER

OxivirTbOxivirTb

Advantage of OxivirTb

� Provides excellent cleaning performance

� Non-corrosive

� Compatible with micro-fiber

Cleaning Staff Prefer

OxivirTb

� It’s a safer alternative with all 0’s for HMIS Ratings

� Pleasant and mild odor

� Versatile and safe on surfaces

OxivirTb Has A Stellar

Environmental Profile

� Active ingredients breakdown to O2 and

H2O (that’s oxygen and water!)

� No VOCs (Volatile Organic Compounds)

OxivirTbOxivirTb

7. Price

� Oxivir RTU quart = Php 250.00

� Oxivir Concentrate = Php 2,702.50* Lysol RTU – Php 220.00

* Lysol Concentrate – Php 2,350.00

15% premium versus the biggest competitor based on 4 distinct advantages:� Disinfection Capability

� Cleaning Efficacy

� Personal Health & Safety

� Environment Responsibility

8a. Promo

Launch to Sales

8a. Promo

8a. Promo

Demonstration Trial

Makati Medical Center

8a. Promo

Road Shows

October 2008Presentation to Distributors (Camewell Marketing,

Micel Marketing, Subic Bay Workers, Octagene,

CUT) Janitorial Services (CBM), Key accounts

(Baguio Country Club, Far East Hotel)

October 2008Launch to JD Sales Team

October 2008Start of Roadshow to Top Luzon Hospitals

September 2008Account trial (Makati Medical Center) - laboratory

test and application usage

TIMELINESACTIVITIES

Schedules

November 2008Rizal Medical Center, Quirino Hospital, Sto. Nino

Hospital, Nazareth Hospital, Saint Lucy Hospital, Benguet

General Hospital, Ilocos Training Medical Center-La

Union, Lorma Hospital, Pines Hospital, Benguet Gen.

Hospital, Baguio General Hospital

December 2008Cebu Doctors Hospital, Chong Hua Medical Center, Cebu

North and South General Hospital, Silliman Medical

Center, Mactan Doctor’s Hospital, Perpetual Succor Hospital, Davao Doctors Hospital, Davao Med. Center,

San Pedro Hospital, Davao Regional Hospital, Tagum

Regional Hospital, Brokenshire, Bishop Reagan

October 2008San Juan Medical Center, Angeles University Hospital,

Pampanga Medical Specialist, JBL Hospital, Quezon City

Gen. Hospital, East Avenue Medical Center, Tala

Leprosarium, San Lazaro Hospital, Valenzuela Med. Center

TIMELINESHOSPITALS

Schedules

Strategies For OxivirTb

1) Key decision makers and influencers

2) Buyer hot buttons

3) Key questions to ask (CNA)

4) Elevator Speech (card)

Key decision makers and influencers

� Infection Control

� Environmental Services

� Healthcare CEO’s

� Hospital Staff / Nursing

� Cleaning Staff

ConvincingInfection ControlIs the key

Strategies For OxivirTb

Infection Control Hot Buttons

1. Claims

� Efficacy data

� Contact time

� Ease of compliance

� Safety

2. Cleaning Ability

3. 3rd Party Testimonials / Referrals

4. Peer Reviewed Data / Studies

5. Convenient Format

Strategies For OxivirTb

Proof Sources to Support Infection to Support Infection to Support Infection to Support Infection

Control PresentationsControl PresentationsControl PresentationsControl Presentations

� Oxivir Tb Efficacy Data

� Technical Bulletins

� 3rd Party Referrals

� Peer Reviewed Studies

� Previous Studies on AHP by academics such as Dr. SyedSattar (Canada’s preeminent authority on surface disinfection)

� List of Canadian healthcare institutions using AHP

� Suburban Hospital- FDA Study (Bethesda, MD.)

Effects of an Environmental Services Professional Training Course and CleaningProducts on the Rates of Infection Seen at Large Suburban Hospital

(Cannot disclose name of Hospital until study is published)

BACKGROUND

In 2000, National Institutes of Health (NIH) and U.S. Food & Drug Administration (FDA) personnel conducted a survey at 10 percent of the District of Columbia (DC) hospitals. The investigators found that hospital housekeeping practices varied widely between institutions and there was no standardized training program for environmental services (ES) personnel. For example, cleaning practices did not allow for the appropriate contact time when disinfectants were applied to surfaces. This study evolved from the results of that survey.

OBJECTIVESThe purpose of this study was to determine whether a formal eight-hour training course for Environmental Services (ES) personnel, and the addition of a new disinfection product would effect a change in the overall healthcare associated infection rate.

METHODS

ES personnel received eight hours of occupational safety and health, infection control and prevention and environmental management training prior to the introduction of a new disinfection product.

Monthly antimicrobial use rates twelve months before the training were compared to the monthly antimicrobial use rates eight months after the training and four months after introducing the new disinfection product.

CONCLUSION

The evidence suggests that the use of a structured, comprehensive occupational safety and health and environmental management training program for ES personnel with the addition of a cleaning product that requires less contact time can have a statistically significant impact on the healthcare acquired infection rate in hospitals.

ACKNOWLEDGEMENTSWe are very thankful to the Environmental Services Cleaning Professionals at Suburban Hospital for their participation in this study and commitment to reducing HAI. Thanks also to CAPT Edward Pfister at the National institutes of Health for his assistance during the ESP training phase of this study. We would also like to thank Virox Technologies Inc. and JohnsonDiversey Inc. for providing the Oxivir Tb disinfectant to Suburban Hospital for use in our study.

RESULTS

The average rate of decrease in antimicrobial use was 10.1% after implementation of the training program and the introduction of the new disinfection product (p=0.0065).

Training of ES personnel increased confidence levels and, along with the new product, enhanced over-all performance in cleaning and the proper use of disinfection products.

TRAINING

All ES staff at Suburban Hospital, Bethesda, MD, participated in the formal training program at the initiation of the study. Experience in performing healthcare environmental services work among the staff ranged from a few weeks to 26 years. Eight months after the initial training, ES staff received in-service training on the use of the product, Oxivir Tb/Oxivir Tb AHP.

COURSE CONTENT

�Occupational Hazards�Types of Infectious Agents and Infection Waste�Infection Control and Prevention�Cleaning for Health�Hazardous Material Safety�Needle-stick and Injury Prevention�Spill Response�Regulated Medical Waste Transportation Requirements

NEW DISINFECTANT

Oxivir Tb/Oxivir Tb - Accelerated Hydrogen Peroxide (AHP) product approved by USEPA for use as a one-step cleaner disinfectant.

Contact Time – the product carries a 30 sec. broad-spectrum sanitizing claim, a 1-min. bactericidal claim against vegetative bacteria, a 1-min. virucidal claim against both enveloped and non-enveloped viruses, a 5-min. Tuberculocidal claim, and a 10-min. fungicidal claim.

Safety Profile – most favorable category allow by USEPA

OTHER INTERVENTIONS

1. Infection control personnel introduced new measures to encourage staff and visitor hand washing.

2. Durable hand washing signs were posted in restrooms and at staff and public hand washing areas.

3. “It’s OK to ASK” hand washing brochure was distributed to patients in admissions packets.

4. Alcohol foam dispensers were installed throughout the hospital.

Table 1. Antibiotic use rates before and after training course.

-0.0600Average

-0.15221.5321.807March

-0.18321.5161.856February

-0.11091.5631.758January

0.00721.5341.523December

-0.06051.7541.867November

0.02321.8531.811October

0.05331.9171.820September

-0.05721.7961.905August

% changepost-coursepre-courseMonth

The rates show an average decrease of 6.0%, which was a borderline statistically significant difference (p = 0.0839).

Table 2. Antibiotic use rates before and after training course plus Oxivir Tb/Oxivir AHP.

-0.1842Average

-0.08991.7521.925July

-0.15711.5781.872June

-0.31001.3701.985May

-0.17981.5331.869April

% change

post-course + Oxivir Tbpre-course Month

There was an average decrease of 10.1%, and a statistically significant reduction in antibiotic use rate for the post-training and Oxivir Tb/Oxivir AHP period (p = 0.0065).

24 month study based on EVS training and new disinfectant intervention, AHP technology, shows significant reduction in Hospital Acquired Infections (HAI’s) and associated costs…

OxivirTb Marketing Support

� Brochures and Sell Sheets

� Training Materials

� Consolidate to order Sample of product

� Ads for Trade Journal Advertising

� Launch binder

� Direct Mail Campaign to pre-selected contacts

Managing Infection

Control Ad(APIC Show Issue), and Infection

Control Today

Trade Advertising

OxivirTb Elevator Speech

8b. Competitor promo

•Partnership program

•Umbrella Scheme

•Equipment Support Program

•Discount

9. Oxivir is distributed nationwide

using JohnsonDiversey

distribution network

� 26 Distributors – Nationwide

� Direct delivery/shipment to tertiary hospital accounts and small hospital accounts through Distributors

� Cash and 30-day credit transaction

� Electronic Fund Transfer System (EFTS)

10. Oxivir is an innovation

Oxivir’s main strategy is differentiation.

It also benefits from the supply and distribution leverage of JohnsonDiversey.

Has an excellent quality and technology, premium priced, product distributed nationwide.

Summary

• Oxivir Primary Target Market are Infection Control Nurses

• PTM Needs – Protection & Safety, Recognition Wants – Disinfection Capability, Cleaning Efficacy, Personal Health and Safety, Environment Responsibility

• Competition – Direct (Lysol) and Indirect (Zonrox)

• Oxivir Positioning – the only one step cleaner disinfectant in the market

Summary

• Market Size – Consumer (Php 520 M), Competition (Php 350 M), Company (Php 400 M)

• Marketing Mix Strategy

• Price is 15% premium over direct competitor Lysol

• Promo – Demo trials, Road Shows, Trade Advertising, Presentation, Face to Face Selling, Direct Mail, Symposium

• Distribution is nationwide

• Main Strategy is differentiation

53

10 STEP Marketing Plan for

Oxivir Cleaner Disinfectant

Restituto R. Mines Jr.

June 21, 2010