Marketing Plan Final

Arab Academy for Science and Technology MBA course Seminar in Marketing Dr. Hany Abd El-Khalik Marketing plan Prepared by Tarek Mostafa Ahmed Group C Introduction Wyeth is a global leader in pharmaceuticals, consumer health care products and animal health care products. Wyeth has a long history of pioneering developments in pharmaceuticals and biotechnology, with leading products in the areas of women’s health care, neuroscience, musculoskeletal disorders, vaccines and infectious disease, haemophilia, and oncology. Wyeth also is a leader in the development of nutritionals since 1811. Wyeth improves the lives of millions of people around the world with its outstanding products. And new, innovative medicines are on the way. With research and development (R&D) programs focused on small molecules, vaccines, and biotechnology, Wyeth is exploring more than 90 new therapies for medical conditions such as diabetes, breast cancer, multiple sclerosis, Alzheimer’s disease, and schizophrenia. ,[object Object]

All our products are in the growing phase, except for Effexor which began to decline, and nutritional products which became in the mature phase. ,[object Object]

Enbrel is a new innovation in treating Rheumatoid and Psoriasis; here we will concentrate on Psoriasis (PSO).

Psoriasis is an autoimmune disease of prevalence of 1 % of the population, 20 % of the cases are moderate to severe and needs treatment, and about 10 % of the cases are diagnosed by the physicians and treated.

It is a chronic disease so any treatment will be for life.

Psoriasis affects the patient’s quality of life; it causes depression and disturbs the social life of the patient, so the psychological states of the patient should be considered when treating PSO. This is the market size of total patients treated = 15,000 psoriatic patients and these are the different therapies used in treatment (including phototherapy, topical, & systemic drugs) and Enbrel share of the total pie. What I need to do is to penetrate the market as 0.1 % share means that I am still outside the market. This is my position in the hierarchy of the company: ,[object Object], Market study Enbrel has 2 main indications: Rheumatoid Arthritis (RA) and Psoriasis (PSO). There is a difference in the 2 markets, one is Rheuma and the other is Derma. The use of biologics including Enbrel is more established in the Rheuma market than Derma market which is still in the awareness phase and no one penetrated it yet except for Enbrel which started its awareness campaign for the use of biologics in general in treating PSO. Market Share Our market share in these 2 markets is as follows Where Mabthera, Remicad, & Orencia are Enbrel competitors. Where DMARDs (Disease Modifying Anti Rheumatic Drugs), NSAID (Non Steroidal Anti Inflammatory Drugs), & Steroids are other therapies than Biologics (which include Enbrel & competitors) used for treating Rheumatoid. Where Phototherapy, Topical, & Systemic drugs are other therapies than Biologics(including Enbrel) used in treatment of PSO. Total market share of Enbrel vs. Other biologics in the market (our competitors) is 66 %, where Enbrel is the only biologic used in Derma ,[object Object]

StrengthNew innovation 50% 30%Safety 30% 30%Tolerability 10% 10%Wyeth reputation 10% 10% 80%OpportunityInsurance 50% 20%Awareness 35% 25%Growing market 15% 15% 60% WeaknessTaken for life 50% 40%High cost 30% 15%Not registered 20% 10% -35%ThreatNew company (Wyeth 40% 35% is acquired by Pfizer) 2 new competitors 30% 20%Financial crisis 30% 25% -20%

Opportunities and strength score = 140

Weakness and threat score = -55

Total SWOT score = 140-55 = 85%

BCG matrixStarQuestion markCash cowDog The Enbrel is considered a Star product as it is still a new product with new innovation in treating PSO effectively. It didn’t yet generate money but if well investment is done, it will be very profitable product. Marketing mix matrix Geographic areaProductPlacePricePromotion Market segment Cairo/AlexACairoBMansouraCAlexandria Market segments: A = insured patient, B = not insured patient but can afford, C = not insured patient and can’t afford A= 80% Product + 20% Place A= 50% Cairo + 35% Alex + 15% Mansoura B= 35% Product + 1% Place + 35% Price + 29% Promotion B= 60% Cairo + 30% Alex + 10% Mansoura C= 8% Product + 2% Place + 50% Price + 40% Promotion C= 15% Cairo + 25% Alex + 60% Mansoura Market segmentation Macro environment should be considered while doing segmentation as it will affect it: ,[object Object]

Political-Legal: here the registration of the drug in the ministry of health will allow us to enter hospital tenders (kasr Aini, Demerdash, Mansoura university hospital, etc….), and so a new segment will be added as these hospitals will cover the cost of treatment of patients treated in it.

Social-cultural: some patients can hardly afford Enbrel but doctors don’t care to prescribe it for them as they aren’t aware of how Enbrel will affect their social life, so awareness campaign will add a new segment of patients who can hardly afford.

And sure micro environment is the base of segmentation depending on the 4 Ps as mentioned in the marketing mix.

Considering the awareness campaign that should be organized well, we should study customer needs.

Marketing Plan Final

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Marketing Plan Final