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Flumist Case Study
Flumist Case Study
TEAM # 1
Nahan P
Sonima P P
Prashant
Nikhil P V
Jithin Prabha P
Positioning
For healthy people aged 5 49 who value health, dont like
Pros
Emphasizes benefits
Differentiates from competition
Shows product is unique
Targets FDC permitted market
Reaches personal values of a full life
Communicates easily
FluMist is recommended for All healthy, non-pregnant persons age 49 yrs and younger who
want to reduce the likelihood of becoming ill with influenza, or of
spreading it to others who meet any of the criteria listed below
1. Working or living with at-risk people as listed in the section above.
2. Healthcare personnel or other persons who provide direct care to at-
risk people
3. Household contacts and out-of-home caregivers of children age 0
59m.
4. Travelers who may be among people from areas of the world where
FluMist is not recommended for children <24 months of age, due to increased risk of wheezing
individuals with a history of hypersensitivity to previous
influenza vaccination.
People with a medical condition that places them at high risk for
complications from influenza, including those with chronic heart
or lung disease, such as asthma or reactive airways disease
People with medical conditions such as diabetes or kidney failure
or people with illnesses that weaken the immune system, or who
take medications that can weaken the immune system
Children less than 5 years old with a history of recurrent
wheezing
Positioning #1
For children who hate getting sick or getting shots.
Flu Mist is an easy and painless way to prevent the flu
It eliminate the needle and developed a nasal-spray vaccine
Positioning #2
working professionals with no time to be sick,
FluMist is a fast way to put the flu out of business
because flumist intranasal vaccine is the modern, powerful
Positioning #3
For healthy people ages 5-49 who dont have time
FluMist is innovative, effective, and convenient
because its fast, painless, and can be administered
Target market
Healthy 5 49 yrs
FDA only approved this range
10% currently receive flu shots
Speculation: live viruses more effective , At least that of
Advantages
Prevent flu Important benefits, but provided by all leading
competitors
Benefits both important and differentiated from competitors
Painless delivery
Nasal spray
Convenient
Features distinctive to brand, but do not drive consumer
preference
Live virus
Innovative,
PPE (Personal protective equipment) not required
Disadvantages
For comparison, only Sanofi-Aventis's injectable influenza
while FluMist has not yet been tested or presented for FDA
approval for use by persons 50 or older.
FluMist is approved for individuals from 2 years to 59 years of
age in Canada.
High cost of production
Pricing Strategy
years
2003-04
2004-05
2005-06
capture rate
25%
40%
60%
customer
available
3,975,000
6,360,000
9,540,000
Doses avail
5,000,000
6,000,000
10,000,000
Product cost
$15
$12.5
$7.5
$20
$20
$20
unit profit
$5
$7.5
$12.5
Selling profit
$19,875,000
$47,700,000
$119,250,000
Advt.
$30,000,000
$20,000,000
$20,000,000
Net income
-$10,125,000
$27,700,000
$99,250,000
Launch Strategy
Health-care professionals
Advertising Samples
Appeal to different populations within target segment
Children/Teens
Parents
Students/Young Adults
Workforce/Professionals
Advertising Sample 1
This ad targets the young adult
and student populations who
are familiar with rapper
50Cent. 50Cent is famous for
being shot 9 times and
surviving. Target publications
include magazines with a music
and entertainment focus.
Dont get shot.
Advertising Sample 2
This ad targets the business
environment by highlighting
how the flu virus is spread:
shaking hands. Business
professionals, even those who
are healthy, are at risk for
catching the flu virus. Target
publications include
professional journals and
magazines.
Because shaking
hands is your
business, protecting
you is ours
Advertising Sample 3
Advertising Sample 4
Advertising Sample 6
Advertising Sample 5
This ad targets all categories of
population - at risk for catching the
flu virus.
-act as a warning .
Target publications include
-All kind of print and visual media
-Not focused
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