...Marketing Plan: Phase II MKT 412 Marketing Plan: Phase II As a continuation of Facebook’s Marketing Plan: Phase I, Phase II will begin. As Facebook grows from the new product line, Phase II will identify segmentation criteria that will impact our target market selection. Phase II will describe the organizational buyers and consumers of Facebook and factors that influence their purchasing behavior and discuss how these factors impact Facebook’s marketing strategy. Finally, this phase will analyze current competitors and define the competitive landscape for Facebook. Facebook approaches the geographic, demographic, psychographic, and behavioral segmentation variables for the consumer market. The next three months, from the release date, Facebook will start a series of advertisements such as, on the website itself, commercials, radio, and even in magazines and newspapers. The release of the new t-shirts will coincide with the holiday season. The t-shirts are first offered in the United States, Canada, and Mexico. Research is conducted to determine where it will be most effective to expand locations in various countries in which to conduct business. Facebook will continue to sell more t-shirts that will help to meet the needs of our consumers in various counties and states by providing a quick, convenient location, just around the corner. The demographic variable will be easy enough to cover considering the product has so many...
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...Marketing Plan Phase II MKT/421 November 25, 2013 Pareesa Naveed Marketing Plan Phase II Starbucks Corporation's new services recently announced to the public received a warm welcome. Catering and home delivery services selected by this organization in addition to services already provided by Starbucks to customers received nice reviews. Working on how best to get others in the community to begin using the services is part of phase two of this marketing plan. According to smallbusiness.chron by Fraser Sherman, Demand Media, “Market segmentation breaks customers down into categories based on income, age, race, lifestyles, location, and other factors to craft marketing strategies tailored to each segment.” There are different, sufficient techniques to run an operation smoothly. One key step is to understand the customer base. That is simply gathering the information on the consumers who may be in a particular area of where the business will be. The market is to target individuals who share special preferences through advertising and campaigning. The selected locations of Starbucks stores take careful consideration and planning also. The focus is primarily on selling delicious coffee and pastries while providing remarkable service. The corporation has to stay on top of their goals and constantly create new strategies aiming to fulfill the needs of each customer. It is very important to carry out each step of is process thoroughly because each plays a critical...
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...PHASES OF CLINICAL TRIALS Introduction Clinical Trial Definition: “Clinical trial” means a systematic study of new drug(s) in human subject(s) to generate data for discovering and / or verifying the clinical, pharmacological (including pharmacodynamic and pharmacokinetic) and /or adverse effects with the objective of determining safety and / or efficacy of the new drug. “ Drug Development Process: The process of drug development can be broadly classified as pre-clinical and clinical Pre- clinical refers to experimentation that occurs before it is given to human subjects; whereas, clinical refers to experimentation with humans. Within the realm of clinical research, clinical trials are classified into four phases. [pic] Classification of Various phases of clinical trials: There are five different phases of clinical trials, which include: ➢ Phase 0 Trials (Micro dosing trials) ➢ Phase I Trials (Human Pharmacology/ First time in Man Studies) ➢ Phase II Trials (Pilot Trials/ Therapeutic Exploratory trials) ➢ Phase III Trials ( Expanded clinical trials/Therapeutic Confirmatory trials) ➢ Phase IV Trials ( Post Marketing trials) 1. Phase 0 Trails/Micro dosing Trials: Micro dosing, or human phase 0 clinical trials, is a technique whereby sub pharmacological doses of prospective drug candidates are administered to human volunteers. A micro dose study provides early pharmacokinetic data in humans and only requires minimal preclinical...
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...MARKETING PLAN for Capital Campaign 1 TABLE OF CONTENTS Summary……………………………………………………………………………………….3 SWOT analysis………………………………………………………………………….……3 Goal of the plan…………………………………………………………………………….4 Campaign Strategy………………………………………………………………………..4 Major Gifts & Nucleus Fund…………………………………………………………..6 Target audience(s)………………………………………………………………………..7 Campaign Leadership……………………………………………………………………7 Key messages……………………………………………………………………………….7 Specific actions…………………………………………………………………………….8 Appendix I Budgets Appendix II Timelines 2 Summary The Executive Director and the Board of Directors have decided to embark on a capital campaign to raise funds for a new state‐of‐the‐art facility that will house Pediatric, Behavioral Health, and Education quality services for children and families. The Campaign is more than just raising funds for a building. It is the vision of linking children and services at one location. The new building will allow the organization to expand the capacity of community based comprehensive service delivery. With the special lease option provided to us by the county we saw an incredible opportunity to enhance the lives of the underprivileged in our community by constructing a state‐of‐the‐art comprehensive facility that will house pediatrics, behavioral, & educational services at one location. The North West area of Miami‐Dade County is a multiracial, ethnically and linguistically diverse part of our community that includes significant numbers of low...
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...Merck had a 14% increase in sales between 1997 and 1998 and 22% increase in sales from 1998 – 1999, and a 13% annual increase in earnings over the same period. Merck’s business strategy consists of two parts: (1) developing and marketing new drugs through internal research, and (2) developing partnerships with smaller biotechnology companies. Since 1995, Merck had launched 15 new products that earned $5.9 billion on sales of $32.7 billion. Furthermore, Merck may agree to license new drugs from other firms and with its larger capital and greater assets, can assume the risk of submitting the drug through various regulatory approval phases. If the drug becomes profitable, Merck can earn significant cash flows while paying a royalty to the licensor. However, most important is the option that Merck has in deciding when to abandon or continue on this project (deferability or optionality). If Merck reaches a point when its expected NPV is negative, it can simply abandon the project. As a licensee, Merck can allow smaller biotechnology firms to focus on research and development. These smaller firms often have smaller budgets and are not financially or personnel equipped to handle the costly and long FDA approval process, and the subsequent marketing, distribution, and sales of new drugs. This task is better suited for a larger company, such as Merck, which has more resources and money. 2. Build a decision-tree that shows the cash flows and probabilities at all stages of...
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...into the US market. The key challenges that lie in front of James McDowell, VP Marketing at BMW (NA) to launch a Phase II program for BMW Z3 Roadster are: a. Design a marketing campaign to create a sustained product excitement, continuing what was generated from Z3 Phase I program, until product is available at dealer stores b. Attract consumers based only the demand that can be met with production c. Choosing between Non-Traditional and Traditional media 1. Was the Z3 Phase I launch successful? In order to understand whether Z3 Phase 1 launch was successful, we need to look at different pieces TG, Objective, Creative Strategy, tactics and end-result first and then combine them to view the holistic success. Target Group and its need: NA consumer who is Luxury/Performance driven, has lover of life mindset and propensity to seek unique expression of individuality. Further he/she is looking for ultimate driving machine that provides excitement similar to what can be derived from driving a motorbike. Includes everyone from aspirational GenX to nostalgic baby boomers. For this target group, the communication objective of the Z3 Phase 1 Launch were as follows: a. Get people talking and excited about BMW Z3 in the context of American culture b. Stimulate the dealer network c. Build an order bank to enable the Spartanburg plant to build specification according to customers Marketing Plan: The Z3 Phase 1 Launch Program used a 40:60 TM/NTM split and majorly revolved around using...
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...THE MEANING OF PROJECT: A project is a unique venture with specific start and end dates. This is different from an ongoing task that doesn't have an end date. Projects often involve different parts of an organization. Constraints on project include cost, schedule, resources, and quality. There is a give and take between these items i.e. you can't have it all. Usually projects are divisible into stages or phases each with their own set of priorities and goals. A project is an important and carefully planned piece of work that is intended to build or produce something new, or to deal with a problem. The Project Management Institute, U.S.A. has a good definition for it. According to the Institute, a project is a one-shot, time-limited, goal-directed, major undertaking, requiring the commitment of varied skills and resources. It also describes a project as: a combination of human and non-human resources pooled together in a temporary organization to achieve a fixed set of objectives The aforementioned descriptions emphasize that a project does not mean a material body or form, rather it denotes an operation undertaken temporarily to achieve a goal-directed objective within a limited time. In contrast, the Oxford English Dictionary states that a project is "a plan, scheme or table of something; a tabulated statement; a design or pattern according to which something is made; something projected or proposed for execution; a proposal." It is, therefore correct to...
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...Should Merck license the compound? Merck would be responsible for 1) the approval of Davanrik 2) the manufacture of Danavrik 3) marketing of Danavrik Merck would pay LAB for 1) initial fee 2) royalty on all sales 3) make additional pymts as Danavrik completed each stage of approval process (3 Phases) Additional facts: approval process should take 7 years patent will cover 17 years (7 of approval process nad 10 yr period of exclusivity beginning in yr 7) 1 Assumptions: All Cash flows are expressed as after tax present values discounted to time zero, including capital expenditures At any point "failure," investment decision is to stop funding Assuming Standard deviation of 0.5 Using T= 7 years in Black-Scholes Valuation 2 Decision Tree See worksheet "Decision Tree" 3 Detailed description of Real Option Technique "First, using a decision tree, I came up with a simple expected value of $13,980,000 based on the costs to complete each phase, the probabilities of completing each phase, and the costs and probabilities associated with failure at each step in the approval process. The expected value of successful completion with Depression only was $36,390,000, for weight only $1,200,000 and for both $26,880,000. The expected value of failure (including failure at any phase) was ($59,490,000). Next, I calculated the Valuations of each successful outcome using the decision tree analysis and the spectrum of outcomes with an asymetric distribution of rewards....
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...Thorr Motorcycles MKT/421 April 14, 2014 Using Perceptual Maps in Marketing: Thorr Motorcycles Thorr Motorcycles, Inc. has a current worth in excess of five billion dollars and is manufacturing over 200,000 units annually. Thorr represents 40% of the total market which makes this company a leading name within the industry. Thorr don’t only sell motorcycles but offers dealership training, dealer software support and mechanical training. For customers, Thorr offers motorcycle rentals and biker training. The projected image of CruiserThorr is of “masculinity, mobility, and freedom”. Currently Thorr is experiencing a decline in sales and wants to know the reason. Thorr can survey customers as to their needs and desires in a motorcycle and then change accordingly (University of Phoenix, 2014). Phase I: Where is the Thunder? The problem is decreasing sales. “The motorcycle industry is growing annually, but sales of Thorr Motorcycles' existing product, CruiserThorr are decreasing.” Thorr's target market is mature individuals, over 40 years of age. Younger persons are generally less likely to afford the “Cruiser Thorr". Thorr needs to redesign the marketing strategy to increase its sales and attract new customers (University of Phoenix, 2014). Market position of CruiserThorr will be determined by using a perceptual map. Positioning on the map will be based on four fundamental parameters that can be used to promote Thorr...
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...9-201-023 REV: MARCH 25, 2003 RICHARD S. RUBACK Merck & Company: Evaluating a Drug Licensing Opportunity Rich Kender, Vice President of Financial Evaluation & Analysis at Merck, was working with his team to decide whether his company should license Davanrik, a new drug with the potential to treat both depression and obesity. The small pharmaceutical concern that developed the drug, LAB Pharmaceuticals, lacked the resources to complete the lengthy approval process, manufacture the compound, and market the drug. LAB had approached Merck with an offer to license the compound. Under this agreement, Merck would be responsible for the approval of Davanrik, its manufacture, and its marketing. The company would pay LAB an initial fee, a royalty on all sales, and make additional payments as Davanrik completed each stage of the approval process. Merck In 2000, Merck & Co., Inc. was a global research-driven pharmaceutical company that discovers, develops, manufactures and markets a broad range of human and animal health products, directly and through its joint ventures, and provides pharmaceutical benefit management services (PBM) through Merck-Medco Managed Care. Since 1995, Merck had launched 15 new products including Vioxx™ for the treatment of osteoarthritis, Fosamax™ for the treatment of osteoporosis and Singulair™ for treating asthma. The Company earned $5.9 billion on 1999 sales1 of $32.7 billion, about a 20% increase from 1998. Exhibits 1 and 2 contain Merck’s Income...
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...9-201-023 R E V: M A R C H 25, 2003 RI CH A R D S. R U B A CK Merck & Company: Evaluating a Drug Licensing Opportunity Rich Kender, Vice President of Financial Evaluation & Analysis at Merck, was working with his team to decide whether his company should license Davanrik, a new drug with the potential to treat both depression and obesity. The small pharmaceutical concern that developed the drug, LAB Pharmaceuticals, lacked the resources to complete the lengthy approval process, manufacture the compound, and market the drug. LAB had approached Merck with an offer to license the compound. Under this agreement, Merck would be responsible for the approval of Davanrik, its manufacture, and its marketing. The company would pay LAB an initial fee, a royalty on all sales, and make additional payments as Davanrik completed each stage of the approval process. Merck In 2000, Merck & Co., Inc. was a global research-driven pharmaceutical company that discovers, develops, manufactures and markets a broad range of human and animal health products, directly and through its joint ventures, and provides pharmaceutical benefit management services (PBM) through Merck-Medco Managed Care. Since 1995, Merck had launched 15 new products including Vioxx™ for the treatment of osteoarthritis, Fosamax™ for the treatment of osteoporosis and Singulair™ for treating asthma. The Company earned $5.9 billion on 1999 sales1 of $32.7 billion, about a 20% increase from 1998. Exhibits 1 and 2 contain Merck’s...
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...company on the 8 September 2001 with estimation of RM 40 million debts. The operations of Air Asia began on 8 December 2001 until now. There are many continuous transformations that Air Asia makes in order to succeed, to achieve its strategic mission and vision and also to sustain in the industry. According to the continuous transformations by the Air Asia, we can classify it into three main phases which are Phase I (from the year 2001- 2004), Phase II (from the year 2005 to 2008) and Phase III (from the year 2009 to present). For further overview, we narrow down the changes based on the: 1. The company and its marketing 2. The customer relationship management The company is includes how Air Asia planning the changes they want to implement and what Air Asia do in order to increase its effectiveness. Then, the marketing is refers to the changes in terms of marketing. Lastly, the customer relationship management is refers to the ways and strategies that Air Asia used to build and maintain its relationship with its customers. 2.1 THE COMPANY AND ITS MARKETING PHASE I * Tune Air Sdn. Bhd. Signs a Sales & Purchase Agreement with DRB-HICOM for the takeover of Air Asia. * Officially take over by Tune Air Sdn. Bhd. * Rebranding and re-launching as Asia’s first low cost carrier * Start first partnering with domestic entrepreneurs in Thailand to establish Thai...
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...Lab to Market Charly Batson March 28, 2014 These days thousands and thousands of dollars are being poured into the development of new drugs and new research to use these drugs effectively. Drug companies run a substantial amount of tests before finding one that works effectively through all the different phases of testing. The process of drug approval is controlled in most countries by a governmental regulatory agency. In the U.S., the Food and Drug Administration (FDA) governs this process. The FDA requires the following phases to be achieved successfully before a drug can be sent to market, preclinical testing, investigational new drug application, phases I clinical trials, phase II clinical trials, phases III clinical trials, new drug application, and post marketing studies. A preclinical trial is the testing that begins before human testing can be conducted and which important feasibility, iterative testing and drug safety data is collected. This type of data research allows scientists to come up with a safe dosage for humans; typically this is done with animal testing. These tests can usually take around 3 to 4 years, before moving on to the next step. If there are no adverse effects then the drug moves on to the next step, which is investigational new drug application (IND). The pharmaceutical company files an IND with the FDA to begin testing the drug in people. The IND becomes effective if the FDA does not disapprove it within 30 days (medicine.net, 1999)...
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...9-201-023 REV: MARCH 25, 2003 RICHARD S. RUBACK Merck & Company: Evaluating a Drug Licensing Opportunity Rich Kender, Vice President of Financial Evaluation & Analysis at Merck, was working with his team to decide whether his company should license Davanrik, a new drug with the potential to treat both depression and obesity. The small pharmaceutical concern that developed the drug, LAB Pharmaceuticals, lacked the resources to complete the lengthy approval process, manufacture the compound, and market the drug. LAB had approached Merck with an offer to license the compound. Under this agreement, Merck would be responsible for the approval of Davanrik, its manufacture, and its marketing. The company would pay LAB an initial fee, a royalty on all sales, and make additional payments as Davanrik completed each stage of the approval process. Merck In 2000, Merck & Co., Inc. was a global research-driven pharmaceutical company that discovers, develops, manufactures and markets a broad range of human and animal health products, directly and through its joint ventures, and provides pharmaceutical benefit management services (PBM) through Merck-Medco Managed Care. Since 1995, Merck had launched 15 new products including Vioxx™ for the treatment of osteoarthritis, Fosamax™ for the treatment of osteoporosis and Singulair™ for treating asthma. The Company earned $5.9 billion on 1999 sales1 of $32.7 billion, about a 20% increase from 1998. Exhibits 1 and 2 contain Merck’s...
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...focused on developing biotechnological pharmaceutical products based on a class of proteins known as cell regulating factors. The company has been in the market for five years, and currently, they are in the process of human trials for their first potential product, “cell regulating protein-1” (CRP-1). Overcoming these phases, Nucleon has to decide among several alternatives on producing CRP-1. Knowing that the process involved a tremendous amount of time and money, Nucleon has to choose the right decision for their long-term survival in the intensively competitive and high-stakes drug industry. II. Problem Analysis Before a drug is launched to the market, it has to pass human trials to get approval from the FDA. There are three phases on human trials: (I) basic safety assessment, where the drug was administered to healthy volunteers to find out any adverse reactions. This phase would require 6-12 months and if there is no serious side effect, the product then (II) administered to patients having disease the drug was presumed to treat to find out whether the patients’ condition improved or suffered by any adverse side effects. This phase would require 1-2 years and then, (III) the product’s efficacy is assessed with a relatively large sample of patients on statically rigorous basis that involved multiple hospitals and required 2-5 years. It would take around 8 years to complete these trials and would cost around 30-100 million. While the drug is promising...
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