Marketing plan & promotional activities of prescribed drug makers: a case study of CERVARIXTM (Vaccine of Cervical Cancer) of GlaxoSmithKline Bangladesh Limited

Abstract

GlaxoSmithKline is the world leading research-based pharmaceutical company with a powerful combination of skills and resources to provide a platform for delivering strong growth in today’s rapidly changing health care environment. Recently there has been much excitement over the development of vaccinations against cervical cancer. For the first time, medical science has discovered how to protect women against the viral infections that cause cervical cancer. Now GlaxoSmithKline is lunching one of their greatest innovations- CervarixTM , the first ever cancer vaccine in Bangladesh. Cervical cancer can strike women early, often in their mid-thirties, when they are in the prime of their lives. They may be raising children, caring for their family, and contributing to the social and economic life of their community. Their death is both personal tragedy, and a loss to their family and their community. So, all ages of women including the young females (10 years and above) should be take CervarixTM in order to fight this deadly disease. In order to launching this vaccine in the market I have made a marketing plan for CervarixTM . I have also focused on the promotional activities where creating awareness among the people get priority. Various media vehicle will use for this promotional activities such as TV, newspaper, and FM radio. I have concluded with some recommendations, which I think, will be helpful for GSK to understand their lacking and how they can reach the target group.