10 Step Marketing Plan for Lamisil by TanJM

1. 10
Step
Marketing
Plan
for
Lamisil
16
January
2011
By:
Jose
Mariano
T.
Tan

2. 
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)

3. 
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)

4. Advirtisement
 Health
Today
Magazine
December
2010
to
January
2011
Issue
 Appropriate
Choice
of
Media
 Magazine
Appeals
to
Healthy
Living
Among
its
Readers

5. Part
1:
Step
1
of
5
Positioning
to
the
Primary
Target
Market

6. Primary
Target
Market
 Individuals
Suffering
From
Athlete’s
Foot
 Demographics:

>
20
years
old

Social
Class
A
to
B

7. Primary
Target
Market
 Lifestyle:
 Regular
Use
of
Closed
Shoes
 Frequent
&
Prolonged
Soaking
of
Feet
 Sweaty
Feet
 Athletes
 Office
Workers
 Service
Men

8. Primary
Target
Market
 Lifestyle:
 Athlete’s
Foot
(Alipunga)
 Ringworm
(Buni)
 White
Spots
(An-­‐an)
 Jock
Itch
(Hadhad)

9. Primary
Target
Market
 Consump:on
Behavior:

Apply
once
daily
for
seven
days!

10. Part
1:
Step
2
of
5
Needs
Wants
and
Expectations
of
Target
Market

11. 
Needs,
Wants
and
Expectations
Maslow’s
Hierarchy
of
Needs
Realiza:on
of
Goals
“I
can
focus
on
achieving
my
daily
goals!”
Worry-­‐Free
Day!
“I
don’t
have
itchy
or
Smelly
Feet!”
Of
Self
&
Others
“I
keep
the
infec=on
from
spreading.”
A
Founda:on
of
Good
Health

12. 
Needs,
Wants
and
Expectations
Developmental
Stages
of
Erik
Erikson

13. 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!

14. Needs,
Wants
and
Expectations
 Wants:

Quality
Assurance:

Efficacy

Fast-­‐Ac:ng

No
Relapse

Limited
Side
Effects

15. Needs,
Wants
and
Expectations
 Expecta:ons:
 Eliminate
Infec:on
 Removes
Odor
 Remedies
Skin
Flaking
 No
Disease
Progression
 No
Side
Effects

16. Part
1:
Step
3
of
5
Direct
and
Indirect
Competitors

17. Competitors
 Direct
Compe:tors:

Lamifen
(Zuellig)

18. Competitors
 Indirect
Compe:tors:
 Miconazole
 Clotrimazole
 Ketoconazole
 Tolnadate
 BioFresh
Socks
 Fissan
Foot
Powder

19. Competitors
 Variables:
 Efficacy:
 Treatment
of
Infec:on
 Relief
of
Itch
 Control
of
Odor
 Healing
of
Skin
 Safety:
 Minimal
Side
Effects

20. Competitors
 Variables:

Price

Ease
of
Treatment
Regimen

Brand
Percep:on

Name
Recall

Physician
Prescrip:on
Prac:ce

Accessibility

Availability

21. Position
Map
 Variables:

Price

Quality
 Not
Available
in
Adver:sement!

22. Part
1:
Step
4
of
5
Customer-­‐Competition
Gap

23. Demand-­‐Supply
Gap
 Lamisil
is
the
only
product
that:
 Provides
Fastest
Treatment
 Short
Treatment
Dura:on
 Low
Relapse
Time
 Long-­‐Las:ng
Effects

24. Part
1:
Step
5
of
5
Market
Size

25. 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

26. 
Marketing
Mix
Strategy
Part
II
of
II

27. Part
2:
Step
6
of
10
Product

28. Metformin
HCl
Leaders

29. 
RiteMed
Metformin
HCl
Product
Feature

30. 
RiteMed
Metformin
HCl
Product
Feature

31. 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

32. 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

33. Product
Information
 Adverse
Drug
Reac:ons:
 Redness,
Itching
 Pruritus,
Rash,
Bullous
Erup:ons
and
Hives
 Prepara:on:
 Tubes:
3,
5
and
10
grams

34. Part
2:
Step
7
of
10
Price

35. Price
 20%
More
Expensive
Compared
to
Equivalents
Brand
Price
Percentage
(10
mg
Preparation)
(PhP)
Price
Difference
Lamisil
250.45
-­‐
Zuellig:
Lamifen
201.19
-­‐20.00%

36. 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

37. Part
2:
Step
8
of
10
Promotion

38. Promotional
Strategies
 Adver:sements
 Tri-­‐Media
 Marke:ng
 Sales
Representa:ves

39. Promotional
Strategies
 Health
Today
Magazine
 December
2010
to
January
2011
Issue
 Page
37
of
76

40. Promotional
Strategies
 Health
Today
Magazine
 December
2010
to
January
2011
Issue
 Page
37
of
76

41. Promotional
Strategies
 Health
Today
Magazine
 December
2010
to
January
2011
Issue
 Page
37
of
76

42. Promotional
Strategies
 Health
Today
Magazine
 December
2010
to
January
2011
Issue
 Page
37
of
76

43. Advertisements

44. Advertisements

45. Advertisements

46. Advertisements

47. Monitoring
 Survey
Target
Market
 Brand
Knowledge
 Brand
Trust
 Sales
Trend
 Market
Share
 Compe:tor
Marke:ng
Strategies

48. Competitors
 No
Adver:sement
Noted
by
Research
 Reliance
on:
 Medical
Sales
Representa:ves
 Giving
free
Product
Samples
 Product
Peripherals
 Sponsorship
Programs
(Events,
purchases)

49. Part
2:
Step
9
of
10
Place

50. 
Place
Available
in
Leading
Pharmacies
Na:onwide
 Available
in
Leading
Pharmaceu:cal
Retailers:

51. Part
2:
Step
10
of
10
Generic
Winning
Strategy

52. 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

53. 
Summary
Steps
1
to
10

54. 
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)

55. 
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)

56. 10
Step
Marketing
Plan
for
Lamisil
16
January
2011
By:
Jose
Mariano
T.
Tan