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MedImmune: FluMist

MedImmune: FluMist. Team #1: Mike Alcantara William Buckley Michelle Dennis Max Weiss. Agenda. Recommend: Brand Positioning Pricing Strategy Launch Strategy Advertising Samples. Pros Emphasizes driver benefits Differentiates from competition Shows product is unique

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MedImmune: FluMist

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  1. MedImmune:FluMist Team #1: Mike Alcantara William Buckley Michelle Dennis Max Weiss

  2. Agenda Recommend: • Brand Positioning • Pricing Strategy • Launch Strategy • Advertising Samples

  3. Pros Emphasizes driver benefits Differentiates from competition Shows product is unique Targets FDC permitted market Reaches personal values of a full life Communicates easily Doggie-style Positioning Recommendation For healthy people aged 5 – 49 who value health, don’t like shots, and want to live life to the fullest, FluMist is an easy and painless way to prevent the flu this winter because we eliminated the needle and developed a nasal-spray vaccine that’s 90% effective. Get mistified. Cons • Not focused

  4. Positioning Rationale • Target market • Healthy 5 – 49 yrs • FDA only approved this range • 10% currently receive flu shots • So competition is Flu shot or Noshot • Efficacy • Speculation: live viruses more effective • At least that of other flu vaccine

  5. Positioning Rationale Painless delivery Nasal spray Convenient Prevents flu Live virus Innovative PPE not required

  6. Pricing Strategy

  7. Launch Strategy • Health-care professionals • Engage consultant sales force for face-face contact • Provide incentives to physicians to use product on trial basis • Major corporations • Provide quantity discounts to major corporations that provide flu shots to employees • General advertising • Market via magazine ads to target segments • Get brand recognition

  8. Advertising Samples • Appeal to different populations within target segment • Children/Teens • Parents • Students/Young Adults • Workforce/Professionals

  9. Don’t get shot. Get mistified.

  10. Because shaking hands is your business, protecting you from the flu virus is ours. Get mistified. Learn more at www.flumist.com

  11. FLUMIST NASAL SPRAY FLU SHOT How would you rather feel? Avoid the flu this year. Look and feel great. Get mistified.

  12. The flu can feel like paddling nowhere in a pool. A flu shot can make you look like this!!! Get mistified. Be FLU FREE this flu season with FLUMIST NASAL SPRAY. “2 thumbs up” says Heather and Michelle.

  13. Any Questions? http://mywebpages.comcast.net/alca1099/vaccine/

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