Advertising and communication: Advertising campaign for a new allergy medicine

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Advertising and communication: Advertising campaign for a new allergy medicine

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Lecture
Résumé
Sommaire
Extraits

Résumé du document

I have just been hired to take over as the marketing director of a major international pharmaceutical company, Merck & Co. We are a global research driven pharmaceutical company. The company was established in 1891 and we are based in New Jersey. We are currently one of the seven largest pharmaceutical companies in the world in terms of market capitalization and revenue. Our worldwide turnover was about $22 billion in 2005. We develop and sell many different medicines to improve human and animal health. We sell medicine such as Gardasail, Singulair,
Propecia…The company makes extensive efforts to increase access to medicine through social programs. Merck & Co is committed to developing and delivering innovative medicines and vaccines.

Our research and development area have just invented vaccines to prevent HIV. This is a tremendous success for Merck & Co because we have been investing huge amounts of money in HIV programs. We know that more and more people are suffering from HIV and AIDS. We are going to revolutionize the market and make our brand famous as we discovered the vaccine. Furthermore, we are going to set up a HIV program to help people who will take our product. This program will help people living with HIV or AIDS by advising them on how to take the pills and how to get better.

So, I am in charge of introducing the HIV vaccine in the United States market. The following steps will show us the strategy I am going to set up and how we are going to make the HIV vaccine sell all around the world.

Sommaire

Definition of the product and service
1. What is its function?
2. What problem or opportunity does it solve?
3. What is its name / brand?
Reaching the audience
1. Who is your target audience ?
2. What drivers will they respond to ?
Delievering the message
1. What Integrated Marketing Communications mix will you select?
2. What specific media will you use?
Regulatory issues
1. What regulatory or trade association issues or restrictions do you operate under?
Final campaign
1. Present a completed example of an advertising/commercial/alternate media campaign

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Extraits

[...] Merck & Co is committed to develop and deliver innovative medicines and vaccines. Our research and development area just found the vaccines to prevent the HIV. This is a tremendous success for Merck & Co because we have been investing huge amount of money in HIV programs. We know that more and more people are suffering from the HIV and AIDS. We are going to revolutionize the market and make our brand famous because we discovered the vaccine. Furthermore, we are going to set up a HIV program to help people who will take our product. [...]

[...] Moreover, the word “Immunis” is easy to remember, this is not a complicated word as often use to name medicine. “Immunis” give information about the fact that this product can be use by everybody. As AIDS reach all group of people, we had to find a brand image recognizable by every social group. We are not targeting a specific group but everybody. I might add that physicians will give prescriptions to people who suffer from AIDs. Moreover, we are committed to provide quality medicine and vaccine to people who need them. [...]

[...] We are going to market our product according to the healthcare professionals in United States. There are pharmaceutical prescribers in US according to James T. Robinson who is the president of the Healthbanks Inc. So we need to be focused on them to reach our target. This is the key to integrate the market and get a leading position for selling the AIDS medicine. Moreover, we have to reach the purchasing advisor. There are many associations in the pharmaceutical business. Merck should be present in meetings do advert about the new product. [...]

[...] We think that “Immunis” will show that we have ethical working practices and strong corporate policies. Our aim is to be recognized as a “healthier life provider” From the thesaurus dictionary Reaching your audience Who is your target audience? In million of peoples were living with the AIDS and the disease killed 2 million. AIDS is now considering as a pandemic. According to the United States market, there are approximately one million people which are living with HIV. And since AIDS was first identified, about peoples were killed. [...]

[...] We decided to be focused on building strong relationship with physicians in order to sell our vaccine. We will use public relation to make our brand known but we will not create a communication campaign. The only thing we decided to do is to create a buzz on Internet. We know that AIDS concern lot of young people that are Internet users. So, it will take the form of short clip with celebrities. We would like to hire worldwide celebrities such as Madonna or Georges Clooney to be part of our buzz promotion. [...]

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