Project done in Principles of Marketing class in Fall 2011. Abstract is given below:
We, ASH’s Pharmaceuticals have designed a marketing and manufacturing plan to produce Malcure, a vaccination to treat and protect people from Malaria. Our targeted country is Laos, a Malaria infested country where the majority deaths are due to Malaria. Our mission is to discover, develop and successfully market innovative products to prevent and cure diseases, to ease suffering and to enhance the quality of life and eradicate Malaria completely from Laos.
Our product vaccinates people against Malaria through an injection dose after every 6 months or treats Malaria through tablets. We have set a very economical price for our product so that everyone in Laos can afford it. We will place our products through consumer and business marketing channels. Our promotion will be done through TV advertisements, print advertisements, health camps, billboards, magazines, and Campaigns (Malaria Fighters).
Our positioning statement is “Mosquitoes can attack but so can we! Let’s kill Malaria before it kills us!” We have segmented our market into infants, children, adult and old residing in all areas of Laos, be it male or female. . We will also be targeting various business consumers such as hospitals, private doctors and medicine distribution agencies for wide-spread of our product.
Our strength is in the low-cost and good quality. Our weaknesses are in the lack of resources in Laos. We are threatened from new entrants and we will gain opportunities from the big market, high literacy rate and economic growth. Political factors that may affect us are conservative monarchy, taxation policy and international trade. Economically we are affected from high interest rates and unemployment. Socially, Communist state and the need for environmental justice affect us. Technologically we have risks and reward both.
In our quest to eradicate Malaria completely from Laos, we highly recommend the regular use of our vaccine Malcure. We encourage the people of Laos to get regularly vaccinated by Malcure after every 6 months to protect themselves from Malaria.
For full report please click: MALCURE
Sundas Liaqat 