MedImmune:FluMist

Team #1:Mike AlcantaraWilliam BuckleyMichelle DennisMax Weiss

9/9/06 FluMist OEM Team 1

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Agenda

Recommend:

• Brand Positioning

• Pricing Strategy

• Launch Strategy

• Advertising Samples

9/9/06 FluMist OEM Team 1

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Positioning Recommendation

Pros• Emphasizes driver benefits

• Differentiates from competition

• Shows product is unique

• Targets FDC permitted market

• Reaches personal values of a full life

• Communicates easily

Cons• Not focused

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.

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.

9/9/06 FluMist OEM Team 1

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Positioning Rationale

• Target market Healthy 5 – 49 yrs FDA only approved this range

• 10% currently receive flu shots So competition is

Flu shot or No shot

• Efficacy• Speculation: live viruses more effective• At least that of other flu vaccine

9/9/06 FluMist OEM Team 1

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Positioning Rationale

Relevance / Importance

High “Antes”

Important benefits, but provided by all leading competitors

“Drivers”

Benefits both important and differentiated from competitors

Low

“Neutrals”

Irrelevant benefits

“Fool’s Gold”

Features distinctive to brand, but do not drive consumer preference

Low High

Determinance

Prevents fluPrevents flu Painless deliveryNasal sprayConvenient

Painless deliveryNasal sprayConvenient

Live virusInnovativePPE not required

Live virusInnovativePPE not required

9/9/06 FluMist OEM Team 1

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Positioning #1

Pros• Emphasizes painless delivery

• Differentiates from competition

• Shows product is unique

Cons• Only targets ages 5 – 18

• Doesn’t reach personal values

• Efficacy not resonating

For children who hate getting sick or getting shots,

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 proven to be effective.

For children who hate getting sick or getting shots,

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 proven to be effective.

9/9/06 FluMist OEM Team 1

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Positioning #2

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

For working professionals with no time to be sick,

FluMist is a fast way to put the flu out of business

because our new intranasal vaccine is the modern, powerful replacement for the flu shot.

For working professionals with no time to be sick,

FluMist is a fast way to put the flu out of business

because our new intranasal vaccine is the modern, powerful replacement for the flu shot.

9/9/06 FluMist OEM Team 1

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Positioning #3

Pros• Targets total marketable range

• Lists driver product benefits

Cons• Doesn’t reach personal values

• Doesn’t cut through “wall of indifference”

For healthy people ages 5-49 who don’t have time or enjoy being sick,

FluMist is innovative, effective, and convenient

because it’s fast, painless, and can be administered wherever you are.

For healthy people ages 5-49 who don’t have time or enjoy being sick,

FluMist is innovative, effective, and convenient

because it’s fast, painless, and can be administered wherever you are.

9/9/06 FluMist OEM Team 1

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Pricing Strategy

Healthy children and adults ages 5-49159,000,00015,900,000

Years 03-04 04-05 05-06Capture Rate: 25% 40% 60%# Customers 3,975,000 6,360,000 9,540,000

Doses Avail. 5,000,000 6,000,000 10,000,000Product Cost $15.00 $12.50 $7.50Unit Sell Price $20.00 $20.00 $20.00Unit Profit $5.00 $7.50 $12.50Selling Profit $19,875,000 $47,700,000 $119,250,000Advertising $20,000,000 $20,000,000 $20,000,000Net Income -$125,000 $27,700,000 $99,250,000

Tgt Market:

# Vaccinations in 2002:Total Population:

9/9/06 FluMist OEM Team 1

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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

9/9/06 FluMist OEM Team 1

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Advertising Samples

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

Don’t get shot.Don’t get shot.

Get mistified.Get mistified.

Because shaking hands is your Because shaking hands is your business,business,

protecting you from the flu virus is protecting you from the flu virus is ours.ours.

Get mistified. Learn more at www.flumist.com

FLUMIST NASAL SPRAY

FLU SHOT

How would you rather feel? Avoid the flu this

year. Look and feel great. Get

mistified.

Get mistifie

d.

The flu can feel like paddling nowhere in a pool.

A flu shot can make you look like this!!!

Be FLU FREE this flu season with FLUMIST NASAL SPRAY.

“2 thumbs up” says Heather and Michelle.

Get mistifie

d.

Get mistifie

d.