Marketing of Halt Dengue Product - Case Study Example

Marketing of “Halt Dengue” Roll No of Product: The product we have chosen is a new product which we have thought to not only market but launch in near future. The name of company chosen is “H & S Enterprises” and the product itself is a medicated product that is used to treat Dengue which is a newly emerged disease more common in developing countries. This product will focus on the treatment and even prevention of dengue and contains natural ingredients only. This will be available in a variety of dosage forms like lotions, creams, ointments, powders etc and will be safe and effective to use. So starting from the name of the product “Halt Dengue” till its logo design, marketing strategies, product packaging design, and brochures for education purposes all work has been done from scrap. We will be launching this product in a small developing country from South East Asia “Pakistan”, which is located near Arabian Sea and has the highest disease burden, then we will be spreading the market to other countries of South East Asia and then to the whole world. Marketing Plan Launching And Marketing of “Halt Dengue” Mission, Vision and Goals Of “H & S Enterprises”: 1. a) Mission: The mission of H & S Enterprise is to enhance the capacity in countries and specifically in the Asia pacific regions through partnerships, so that the therapeutic interventions can be applied in a sustainable manner through better planning, prediction and early detection, characterization and prompt control and containment of dengue outbreaks and epidemics. b) Vision: The vision of launching this anti-dengue medicament is a spread of our therapeutic innovation to all parts of the worlds to help minimizing the health, economic and social impact by reversing the mounting trend of dengue. 2. a) Goals: The ultimate goal of this marketing strategy will be the decrease in mortality and morbidity rate of dengue and the ultimate establishment of a dengue free environment. b) Need of the product: Dengue is emerging as a serious disease. Globally, there are approximately 2.5 billion people around the world who are at risk of contacting dengue fever. More than 500,000 cases of dengue complications are reported that leads to dengue hemorrhages and shock syndrome. About 12 to 24 thousands death occur each year with the maximum targeted group of children aged less than 15 years. The 75% of the total disease burden of dengue fever is concentrated in South East Asia and the Western Pacific Region, but it is found more in tropical areas (Oxitec ebook, 2014). Due to its fast and extensive spreading, its serious complications, overwhelming disease burden and an increase in morbidity and mortality rate, urgent steps are needed to initiate for the prevention and cure of this dangerous devastation (W.H.O., 2014). c) Marketing Strategies and Tactics: This era is the era of prevention. Health service providers take more steps to combat the ailment in the earlier period even before the outbreak and devastating effects of the disease. Keeping in view the health marketing trend, our spray would work both as a preventive and therapeutic agent that can be useful to fight the prior or even after the occurrence of disease. Marketing brand representatives and a specific task force will be selected that will spread the awareness about the disease, several public service messages for the prevention of dengue will be circulated via print and e-marketing, thus creating a positive brand image of our product and providing hallway for more customers. We will work on taking launching initiative from Pakistan and then spreading the campaign throughout the world. 3. Target Market: The target population will be the areas where the disease burden is high and have epidemiological data of high prevalence of the disease. Only the population with high dengue risks will be focused first. The highest disease burden was noted to be Asia Pacific region and among these states, Pakistan has highest rate of disease in past couple of years, these figures targeted our market to be Pakistan and after that all region will be focused with the spread of the product in the whole world. Pakistan has a high incident of dengue spread since 2011. The high endemic areas are internal unprivileged areas of central Punjab, Lahore, Faisalabad, Rawalpindi, Islamabad, Swat, Attock district, Coastal areas of Sindh. Targeted areas will remain the urban households, lower middle and lower class areas for a rapid fight against the monster of dengue. These will need an economical and cost effective brand which can serve the purpose of eradicating disease.  (W.H.O., 2014) Logo, Slogan, Colors, Positioning Statement: 4. Logo: 5. Slogan: “Your protection is our priority” 6. Product Packaging Colors: Green and Purple color has been chosen. This is due to the fact that green depicts health and wellness; this is our primary motive i.e. combating dengue to ensure healthy and happy life. Purple imparts soothing and calming effect that also depicts that use of “Halt Dengue” has decreased the pain of patient and patient has transformed into relax mode. 7. Positioning Statement: Range of Dengue control products with natural ingredients which are safe, effective and economical. It will cover aerosol sprays, creams, ointment, and medicated powder. Sprays can be used both for human beings and for surrounding for killing and preventing dengue. Marketing Needs, Demographics Trends: 8. Marketing Demand: Market has other antipesticides but launching an innovative pesticide with only focus on the cure of dengue will be a novel step. The awareness campaigns about dengue and its complications will be circulated via pamphlets and preventive measures will be spread on a regular basis as public service messages. Introduction of brand will be cost effective and targeting pharmacies and doctors for brand promotion will also serve the purpose. 9. Identifying Customer’s Need: Customer needs will vary on the basis of location but the thing that lacks in our society is proper awareness and education about public health with the help of professionals. When patients are properly guided in an educated manner, giving special attention to cost effectiveness will boost up the chances of sale of our product. 10. Potential Customers: Potential Customers will be children and women who are more prone to disease especially children of less than 15 years of age. 11. Product and Current trend: We have used Andrographis paniculata and Carica papaya methanolic extracts. Both are natural medicinal plants with proven anti-dengue property with the help of literature (Siti Latifah Abad Kadir, 2013 and Leon IC Tang, 2012). These agents are purely from natural origin and therefore do not possess any side effects. International market sale trend has been shifted greatly in recent years by substituting synthetic moieties with natural ones. Also extensive dosage forms i.e. powders, aerosol sprays, dermatological preparations i.e. creams, ointments and lotions will be made to serve the purpose of patients of all ages. Market Growth: 12. Market Size: Our market size is large as we target Asia pacific region. 13. Market Share: The shares of different companies in industry are as under: Mortein 52% Baygon 25% Kingstox 13% Others 10% The above mentioned market share of different products are reference to our survey in which we asked consumer`s choice regarding use of Halt Dengue. We conclude market share on the basis of questionnaire results. Our product has no direct competitor with already available brands but still it may face certain problems at initial stage as existing brands are well established and have strong market value. Halt Dengue is initially expected to get 10% market share. Internally, business is forecasted to grow almost 15% for the first year and it must raise to about 25% for the next 3 years. 14. How we will attract customers and hold share: Regular seminars and informative sessions will be carried out and strategies will be demonstrated to stop the spread of the disease. Special focus on community health education; encouraging health promotion; strengthening research on dengue; and mobilization of external resources for disease prevention will be done as a priority. Rather than putting focus on brand promotion, customer care will be focused which will be an indirect way of generating revenue. SWOT Analysis: Strength 1. Product available in natural form adding a variety of dosage forms including aerosol sprays, powders, ointments creams and lotions etc. 2. Strong brand image by advertising and distribution media. 3. Dengue control moiety with natural ingredients i.e. safe to use for kids and family. 4. Cost effective product with less price yet no compromise over quality. Weakness 1. Limited Budget 2. Limiting research funding Opportunity 1. Introduce product line in other countries of Asia like Srilanka, India, Nepal, Buthan, China, Bangladesh etc 2. Extensive research after funding from International NGOs Threats 1. Mosquito nets 2. Other Competitive brands present in market. Competition: 15. Who are our competitors? Mortein® Kingstox® Baygon ® Services/ Benefits: 16. Product: We will offer our product “Halt Dengue” in different forms which are listed below: Aerosol Spray Powder Dermatological preparations Ointment Creams Lotions 17. Benefits of our product: Benefits of our product: There are no side effects from product as natural sources are used. The focus is not confined for treatment of disease but also for dengue prevention. Benefits of Services: Free awareness programs, education of community health and disease prevention, well educated and trained professionals as task force. Brand Image: 18. Customers perception: Brand image of “Halt Dengue” will be a community friendly figure which will be available to assist patient at door step and which has a prime focus on patient care and wellbeing. 19. Our values, expertise and quality: We expect to deliver promising patient care by outreaching them at their door steps, delivering natural ingredient with minimal side effects at the cost effective rates by following SOPs of ISO 9001:2000. Marketing Mix, 4Ps Product, Promotion, Placement, Price: 20. Demand for product/service: The alarming figures of dengue patients are indicative of high demand of product for combating this havoc. 21. Promotion: Promotion will be made through task force that will be focused to cover every door in urban areas of the country. 22. Advertising Media: We will focus more towards indirect advertising i.e. spreading public services messages through radio, television, internet and print media. 23. Price of product and Services: Introductory price of our product will be low keeping in view the target customers who are all from urban, lower middle and middle class back ground. 24. Supplier: We will hire distribution companies for the distribution of our products. The top most will be Muller and Philips® which is amongst top most distribution chain in Pakistan. Broachers Design for Education and Awareness Purposes: References: i. Leon IC Tang, K. (2012). Screening of anti-dengue activity in methanolic extracts of medicinal plants. BMC Complementary and Alternative Medicine, [online] 12, p.3. Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3269354/ [Accessed 3 July. 2014]. ii. Oxitec ebook., D. (2014). Dengue Epidemiology. [online] Oxitec.com. Available at: http://www.oxitec.com/health/dengue-information-centre/epidemiology/ [Accessed 2 July. 2014]. iii. Siti Latifah Abd Kadir, R. (2013). Potential anti-dengue medicinal plants: a review. Journal of Natural Medicines, [online] 67, p.677. Available at: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3765846/ [Accessed 30 Jun. 2014]. iv. W.H.O, E. (2014). [online] Applications.emro.who.int. Available at: http://applications.emro.who.int/dsaf/epi/2013/Epi_Monitor_2013_6_37.pdf?ua=1 [Accessed 1 July. 2014]. Read More