Medimmune-

Flumist

TEAM # 1
Nahan P
Sonima P P
Prashant
Nikhil P V
Jithin Prabha P


Positioning
For healthy people aged 5 49 who value health, dont like
shots, and want to live life to the fullest.
Flu Mist is an easy and painless way to prevent the flu.
because it eliminated the needle and developed a nasal-
spray vaccine thats 90% effective
Even though the virus in LAIV is attenuated (low in
virulence), it is still a living virus, and may cause an
infection with complications in people with weakened
immune systems or other underlying medical conditions so
it is better to avoid those groups.
Pros
Emphasizes benefits
Differentiates from competition
Shows product is unique
Targets FDC permitted market
Reaches personal values of a full life
Communicates easily

FluMist is recommended for -
All healthy, non-pregnant persons age 49 yrs and younger who
want to reduce the likelihood of becoming ill with influenza, or of
spreading it to others who meet any of the criteria listed below
1. Working or living with at-risk people as listed in the section above.
2. Healthcare personnel or other persons who provide direct care to at-
risk people
3. Household contacts and out-of-home caregivers of children age 0
59m.
4. Travelers who may be among people from areas of the world where
there is current influenza activity
5. Students or other persons in institutional settings

FluMist is not recommended for -
children <24 months of age, due to increased risk of wheezing
individuals with a history of hypersensitivity to previous
influenza vaccination.
People with a medical condition that places them at high risk for
complications from influenza, including those with chronic heart
or lung disease, such as asthma or reactive airways disease
People with medical conditions such as diabetes or kidney failure
or people with illnesses that weaken the immune system, or who
take medications that can weaken the immune system
Children less than 5 years old with a history of recurrent
wheezing

FluMist is not recommended for -
Children or adolescents receiving aspirin
People with a history of Guillain-Barr syndrome , a rare
disorder of the nervous system
Pregnant women
People who have a severe allergy to chicken eggs or who are
allergic to any of the nasal spray vaccine components
It is possible for individuals vaccinated with FluMist to spread
the virus to others for up to 21 days after vaccination. For this
reason it is recommended that those vaccinated with FluMist
avoid close contact with individuals with weak immune systems
during that time.
Positioning #1
For children who hate getting sick or getting shots.
Flu Mist is an easy and painless way to prevent the flu
It eliminate the needle and developed a nasal-spray vaccine
thats proven to be effective.
Pros
Emphasizes painless delivery
Differentiates from competition
Shows product is unique
Cons
Only targets ages 5 18
Doesnt reach personal values
Efficacy not resonating


Positioning #2
working professionals with no time to be sick,
FluMist is a fast way to put the flu out of business
because flumist intranasal vaccine is the modern, powerful
replacement for the flu shot.
Pros
Emphasizes illness avoidance
Differentiates from competition
Shows product is unique
Reaches personal values of power and control
Cons
Targets only portion of total market, predominantly middle-aged
men
Efficacy not mentioned


Positioning #3
For healthy people ages 5-49 who dont have time
FluMist is innovative, effective, and convenient
because its fast, painless, and can be administered
wherever you are.
Pros
Targets total marketable range
Lists product benefits
Cons
Doesnt reach personal values
Not focused



Target market
Healthy 5 49 yrs
FDA only approved this range

10% currently receive flu shots
Speculation: live viruses more effective , At least that of
other flu vaccine



Advantages
Prevent flu Important benefits, but provided by all leading
competitors
Benefits both important and differentiated from competitors
Painless delivery
Nasal spray
Convenient
Features distinctive to brand, but do not drive consumer
preference
Live virus
Innovative,
PPE (Personal protective equipment) not required


Disadvantages
For comparison, only Sanofi-Aventis's injectable influenza
vaccine is approved for children 7 months of age and older
FluMist is approved after the second year, and other injectable
vaccines from four years of age onward.
Injectable influenza vaccine approvals have no upper age limit,
while FluMist has not yet been tested or presented for FDA
approval for use by persons 50 or older.
FluMist is approved for individuals from 2 years to 59 years of
age in Canada.
High cost of production
Pricing Strategy
years 2003-04 2004-05 2005-06
capture rate 25% 40% 60%
customer
available
3,975,000 6,360,000 9,540,000
Doses avail 5,000,000 6,000,000 10,000,000
Product cost $15 $12.5 $7.5
Unit sell price $20 $20 $20
unit profit $5 $7.5 $12.5
Selling profit $19,875,000 $47,700,000 $119,250,000
Advt. $30,000,000 $20,000,000 $20,000,000
Net income -$10,125,000 $27,700,000 $99,250,000
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

Advertising Samples
Appeal to different populations within target segment
Children/Teens
Parents
Students/Young Adults
Workforce/Professionals
Advertising Sample 1
Dont get shot.
This ad targets the young adult
and student populations who
are familiar with rapper 50Cent.
50Cent is famous for being shot
9 times and surviving. Target
publications include magazines
with a music and entertainment
focus.
Advertising Sample 2
Because shaking hands is
your business, protecting
you is ours
This ad targets the business
environment by highlighting
how the flu virus is spread:
shaking hands. Business
professionals, even those who
are healthy, are at risk for
catching the flu virus. Target
publications include
professional journals and
magazines.
Advertising Sample 3
This ad targets the children and student
populations.
Advertising Sample 4
This ad targets families
- at risk for catching the flu
virus. Target publications
include magazines and other
print and visual medias.

Advertising Sample 6
Avoid the flu
feel great.
Advertising Sample 5
This ad targets all categories of
population - at risk for catching the
flu virus.
-act as a warning .
Target publications include
-All kind of print and visual media
-Not focused