10 Step Marketing Plan forOrlistat (Xenical)Junnosuke KatoJanuary 25, 2011

The Print Ad

Taken from YES! Magazine, December 2009 Issue, p. 187

Outline

1. Primary Target Market (PTM)2. Needs, Wants &Demands of the Primary

Target Market3. Competition &Competitive Position Map4. Gap, Opportunity & Positioning5. Market Size

Outline

6. Product7. Promotion8. Price9. Distribution10.Generic Winning Strategy

1. Who is it intended for?•Over-the-Counter Clients

▫Individuals who self-medicate w/ the intention of losing weight regardless of reason (but primarily aesthetic)

•Patients▫Obese (BMI ≥ 25 kg/m2)▫Obese w/ risk factors (high blood

cholesterol, hypertension & cardiovascular disease)

•Doctors▫Physicians who handle such patients

2. What does it satisfy? Psychological Needs: Reduction of weight at a desired level boosts confidence and self-esteem, and somehow has a favorable impact on certain relationships.

Basic Needs: Reduction of excess body fat also decreases the chances of a person to develop certain types of illnesses

3. Who competes w/ Xenical?• Lesofat

▫ Main competitor after expiry of patent

• Smuggled generic formulations

• Counterfeit products• Other anti-obesity agents

(Sibutramine HCl)

3. How does its competitors fair?

PRICE/QUALITYMATRIX

LOW-END QUALITY

MID-RANGE QUALITY

PREMIUM QUALITY

HIGH PRICE

LOW PRICE

Xenical

Lesofat

Salbutramine HCl

Generics

Counterfeit

4. Where is the gap?

•Xenical patented Orlistat▫Greatest exposure time to clients among its

competitors ▫A certain level of quality & trust is

perceived to the original producer

5. What is the size of its market?•No information was extracted from the

print ad•Given the sheer number of distributors

(e.g. Mercury Drug Store), a relatively huge market size primarily from over-the-counter clients is expected

6. What is the product?

•Anti-obesity agent▫Taken once a day during meals▫Prevents the absorption of fat from diet

Reduces caloric intake▫Moderately lowers blood pressure▫Moderately decreases risk of diabetes

7. How much is it?

•Not in the print ad•1 capsule (120 mg) costs P41 (MIMS)

8. Adopting the across-the-line promotion•Internet-based marketing

▫Social network•Other media

▫Magazine and newspaper print ads▫TV commercials▫Billboard posters▫Text contact

9. Where to buy?

•All major drug stores in the country

10. The generic winning strategy•Indicate more studies to back up claims•Maintain marketing the aesthetic benefits

of the product•Bank on the fact that Xenical was the

patent holder of Orlistat

The Print Ad

Taken from YES! Magazine, December 2009 Issue, p. 187

Outline

1. Primary Target Market (PTM)2. Needs, Wants &Demands of the Primary

Target Market3. Competition &Competitive Position Map4. Gap, Opportunity & Positioning5. Market Size

Outline

6. Product7. Promotion8. Price9. Distribution10.Generic Winning Strategy

10 Step Marketing Plan forOrlistat (Xenical)Junnosuke KatoJanuary 25, 2011