Download - 10 step marketing plan for aforvir
10 Step Marketing Plan forAforvir (Cetirizine HCl)
Raymund C. PiñonAteneo Graduate School of Business
2012 Edition
2
10 STEP Marketing Plan for Aforvir (Cetirizine HCl)
Raymund C. PiñonJuly 2012
http://raymundcpinon.blogspot.com/
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
1. PTM for Aforvir are Physicians who prescribe antihistamines for children 6 months to 5 years of age who suffer from allergies
2. Physicians need a fast-acting antihistamine that has minimal drowsiness effect, is affordable and has a pleasant taste
3. 86 branded and unbranded products currently crowd this market, but the top brands come from 3 major companies – United Laboratories, GSK and Schering Plough
4. Most competitors focus on rational appeal to attract attention and engender recall and trial usage. Aforvir will use emotional appeal to create Point-of-Difference by highlighting the idea that “Love and Aforvir will re-unite children to their beloved pets” because of its fast-action, safety profile, affordability and great-tasting green-grape flavor
5. Market is currently P116 million and is growing at a CAGR of 16%
Aforvir PTM and Market
6. Aforvir (Cetirizine HCl) 5mg/5ml is an antihistamine that is bioequivalent to innovator drugs, but is more affordable and comes in great-tasting green-grape flavor
7. SRP of Aforvir is only P184.00 per 60ml bottle
8. Promotions efforts will center on highly skilled Medical Representatives who will regularly visit target physicians to “detail” pre-planned communications messages and use tools, such as samples and give-aways, to grab attention, create interest, persuade to try, and sustain prescriptions for Aforvir.
9. Aforvir is available in all major drugstore outlets nationwide
10. Aforvir will differentiate itself through its innovative emotional promotional campaign centered on the theme: “Love and Aforvir will keep us together – Reunited.”
Aforvir Marketing Mix and Strategy
Aforvir Primary Target Market
Physicians: Pediatricians, Allergologists, ENT, Dermatologists, General Practitioners who see children 6 months to 5 years of age who suffer from allergies
Highly educated professionals whose life’s work involves treating sick people to restore them to health
They are heavy users of antihistamines, writing more than 6 million antihistamine prescriptions for more than 4 million allergy patients (PMDI 2009 projected to 2012). The rapid growth in usage of antihistamines can be attributed to advances in medical science, and the introduction of more affordable brands.
Describe your PTM needs
7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
2. PTM’s needs, wants & demands
Needs: To gain recognition as a competent physician among patients and peers; to feel appreciated and loved by patients for their compassion and help; to achieve high success rates in treating patients with allergies
Wants: Efficacy, minimal or no sedation, affordable, pleasant taste for children, reputable manufacturer, supported by clinical studies, professional staff, samples, promotional “noise,” practice support
Demands: Proven effective, affordable, pleasant tasting for children’s compliance, available, samples
3a. Direct and Indirect Competitors
The antihistamine market is valued at P116 million with a 5-year CAGR of 16%. There are 82 branded and generic products competing for this therapeutic class. The top 10 brands are:
Allerkid (UL) Alnix (UL) Virlix (GSK) Benadryl (J&J) Iterax (UCB) Zyrtec (UCB) Aerius (SP) Xyzal (GSK) Allerta (UL) Claritin (SP)
Factors that affect choice of brand include proven efficacy, side-effects profile, affordability, taste, company reputation, relationships, samples, promotional effort, practice support, clinical studies
Position Map for AntihistaminesPrice vs. Quality Matrix as of
2012High Price
Low Price
Highquality
Lowquality
UnbrandedGenerics
Benadryl
Alnix Allerkid
Virlix
Iterax
ZyrtecAerius
Xyzal
Allerta
Claritin
Aforvir
Benefit Positioning vs. Brand Map for Antihistamines as of
2012
Functional Benefit
Aforvir
Allerkid
Alnix
Virlix
Benadry
l
Iterax
Zyrtec
Aerius
Xyzal
Allerta
Claritin
Perceived Quality
Fast Acting
Non-Sedating
Pleasant Taste
Affordable
4. Gap between Customers and Competition
An opportunity is found in the unclaimed affordability and bioequivalence segment
Aforvir addresses the need for an affordable and pleasant-tasting antihistamine (Cetirizine) that is bioequivalent with innovator brands
Positioning: for children 6 months to 5 years of age who suffer from allergies, Aforvir (cetirizine) syrup is the antihistamine that meets the need for an affordable remedy that is also bioequivalent to innovator drugs. Unlike other antihistamines, Aforvir comes in unique green-grape flavor that children will love.
Antihistamine (IMS) Pediatric Preparations
Company Value Share % Growth Content
Segment 116,010,204 100% 9%
Allerkid Pediatrica 32,792,500 28.3% 30% Cetirizine
AlnixAlnix Westmont 29,825,000 25.7% 24% Cetirizine
Virlix GSK 10,480,000 9.0% -15% Cetirizine
Benadryl J&J 10,315,000 8.9% -19% Diphenhydramine
Iterax UCB 8,375,000 7.2% 30% Hydroxyzine
Zyrtec UCB 6,200,000 5.3% -19% Cetirizine
Aerius Schering 5,365,000 4.6% -16% Desloratadine
Xyzal UCB 4,432,500 3.8% -0.5% Levocetirizine
Allerta United American 3,527,500 3.0% -21% Loratadine
Claritin Schering 2,377,500 2.0% -26% Loratadine
Aforvir POGI 2,125,000 1.8% 160% Cetirizine
5b. Market Size and Aforvir Market Share (IMS)
1. Market Size P 116 million2. Aforvir sales P 2.1 million3. Aforvir market share 1.8%
5c. Estimate the market size using customer data
1. Usage per day or per year Per person
1 tsp (5ml) 3 times/day @ 7 days Ave cost per ml = P4.60 Ave. treatment cost per day = P13.80 Ave. treatment cost per week = P96.60 Ave. cost of allergy treatment per person per year
= P193.00 Number of patients treated (PMDI data) 4,000,000 Market size estimate = P 386,000,000
5. Actual Market Size
1. Competitor data= P116 million
2. Company data = P116 million P2,125,000/ 1.8%
3. Customer Usage data = P386 million
6b. Product Features
Aforvir (Cetirizine HCl) syrup 5mg/5ml 60ml bottle is an antihistamine that is indicated treatment of perennial and seasonal allergic rhinitis, chronic idiopathic urticaria and allergic conjunctivitis for children 6 months to 5 years of age. It comes in delicious green-grape flavor that kids will love
7. Price
P184.00 per 60ml bottle We use penetration pricing
strategy to grab market shares
MDC Price Cost/ dose Total Cost Savings
Aforvir Syr 5mg/5ml x60mlCetirizine (Pedia OG Care)
184.00 15.33 107.31 -
Alnix Syr 5mg/5ml x60mlCetirizine (Westmont)
243.25 20.27 141.89 34.56
Zyrtec Sol'n 1mg/ml x60mlCetirizine (UCB)
392.50 32.70 228.95 121.62
Allerkid Syr 5mg/5ml x30mlCetirizine (Pediatrica)
136.75 22.79 159.54 52.20
Claritin Syr 5mg/5ml x30ml Loratadine (Schering)
293.50 48.91 342.41 235.10
Aerius Syr 2.5mg/5ml x60mlDesloratadine (Schering)
457.00 38.08 266.58 159.27
Xyzal Sol'n 0.5mg/ml x75mlLevocetirizine (UCB)
255.50 17.03 119.23 11.92
Virlix Sol’n 1mg/ml x30ml Cetirizine (GSK)
232.00 38.66 270.66 163.35
Allerta Syr 5mg/5ml x60mlLoratadine (United American)
202.25 16.85 117.97 10.64
8a. Modes of Communication
1
1
23
8a. PromotionsTheme: Love and Aforvir will keep us together – Reunited! Medical Representative Visits and Detailing
4x for VIP MDs 3x for Junior Consultants with potential 2x for Fellows and Resident physicians
Sampling and Starter Dose Programs Premium and Service Item give away Sponsorship with Booth Exhibit in selected
medical conventions Personalized prescription pads Gifts for special occasion
Tissue Box
LiteratureSports Shirt
Banner
PatientRecordCard
SamplesEvents
Brand Availability Claims SRP Segments MRs
Aforvir Syr 60ml Cetirizine (POGI)
Syrup 60mlTaste,
Affordability184.00
Pedia, GP, FM
35
Alnix Syr 60ml Cetirizine (Westmont)
Drops, Syrup 30ml & 60ml
Effective and Affordable
243.00GP, FM,
Pedia60-70
Allerkid Syr 30ml Cetirizine (Pediatrica)
Drops, Syrup 30ml
Effective and Affordable
136.75GP, FM,
Pedia60-70
Zyrtec Sol’n 60ml Cetirizine (UCB)
Sol’n 30ml & 60ml
Quality, Innovator,
Tested392.50 GP, FM, Pedia,
Derma, ENT 60-70
Xyzal Sol’n 75mlLevocetirizine (UCB)
Drops, Sol’n 30ml & 60ml
Improved Cetirizine,
Non-sedating198.21
Derma? ENT?
60-70
8b. Competitor Promotions
Aforvir campaign stands out because of its distinctive emotional appeal
9. Place
Aforvir is available in all major drugstores nationwide
10. Generic Winning Strategy
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
1. PTM for Aforvir are Physicians who prescribe antihistamines for children 6 months to 5 years of age who suffer from allergies
2. Physicians need a fast-acting antihistamine that has minimal drowsiness effect, is affordable and has a pleasant taste
3. 86 branded and unbranded products currently crowd this market, but the top brands come from 3 major companies – United Laboratories, GSK and Schering Plough
4. Most competitors focus on rational appeal to attract attention and engender recall and trial usage. Aforvir will use emotional appeal to create Point-of-Difference by highlighting the idea that “Love and Aforvir will re-unite children to their beloved pets” because of its fast-action, safety profile, affordability and great-tasting green-grape flavor
5. Market is currently P116 million and is growing at a CAGR of 16%
Aforvir PTM and Market
6. Aforvir (Cetirizine HCl) 5mg/5ml is an antihistamine that is bioequivalent to innovator drugs, but is more affordable and comes in great-tasting green-grape flavor
7. SRP of Aforvir is only P184.00 per 60ml bottle
8. Promotions efforts will center on highly skilled Medical Representatives who will regularly visit target physicians to “detail” pre-planned communications messages and use tools, such as samples and give-aways, to grab attention, create interest, persuade to try, and sustain prescriptions for Aforvir.
9. Aforvir is available in all major drugstore outlets nationwide
10. Aforvir will differentiate itself through its innovative emotional promotional campaign centered on the theme: “Love and Aforvir will keep us together – Reunited.”
Aforvir Marketing Mix and Strategy