New Product Development & Launch Strategy for JANUVIA

REASONS FOR THE LAUNCH

……..To cover the losses incurred due to the failure of the drug Vioxx

……..To regain it’s Market share.

…….Expiry of the Patent.

Plan 2 Win…

BECAME THE MOST TRUSTED INDUSTRY LEADER IN DELIVERING VALUE TO CUSTOMERS

CREATE A LEAN & FLEXIBLE BUSINESS MODEL

CREATE A HIGH PERFORMANCE ORGANIZATION

DELIVER INNOVATIVE & DIFFERENTIATED

PRODUCTS

OPTIMIZE PORTFOLIO VALUE AND LIFECYCLE

MANAGEMENT

ESTABLISH AN INDUSTRY LEADING

COMMERCIAL MODEL

LAUNCH OF…….

.....Target customers were diabetes specialists and primary care physicians.

….Programs with Medical organization

…Lower price

….Visual techniques

….Online communities

KEY FACTORS BEHIND ‘ S SUCCESS

…..New Commercial Strategy of Merck & Co.

…..Speed through development.

…..First Mover Advantage.

…..Approval from the US FDA in a time span of 7 years.

It has cured only the symptoms not the disease.

Side-effects related to the intake of drug.

Aggressive marketing strategy can backfire, as in case of Vioxx.

Commercial liability of the company can fall in danger.

Criticisms.....

OUTCOMES......

Speedy Brand Awareness

Influenced target mass…. Januvia became a “Pen

Habit”

Helped in capturing the market

GROUP Learning's........

Innovation has to be backed by good marketing in order to gain

success.

4P’s + 1P (Pace) = 5P’s of Marketing Mix.

Smart acquisition helped the Company to speed up the research

process.

Parallel preclinical studies assisted in gaining the first mover

advantage.

Presented by – Group 4