GenBioPro’s internal strengths include having mifepristone in its profile. Mifepristone is a low-cost abortion medication. Mifepristone allows accessibility, as well as it being the number one generic drug for abortion, allowing for affordability.
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GenBioPro- Mifepristone
GenBioPro’s internal strengths include having mifepristone in its profile. Mifepristone is a low-cost abortion medication. Mifepristone allows accessibility, as well as it being the number one generic drug for abortion, allowing for affordability. Insurance companies mandate generic drugs as being a client’s default form of payment, so before any other brands (premium brands), mifepristone will be selected first. Being a preferred medication with any insurance company is a major driver for medical treatment selection. GenBioPro is one of two companies that have the authorization to produce mifepristone.
GenBioPro’s internal weaknesses include only having one product in their portfolio, as we mentioned before is mifepristone. Although mifepristone is a strong product, it is limited in clientele, only being of service to women who are pregnant and wanting to terminate. Only solely focused on the manufacturing and distribution of mifepristone, leaves the company at risk in the event that the law continues to restrict abortion,
GenBioPro’s external opportunities include the number of women seeking abortion as well as their preferred method. Medicated abortions account for over half of the procedures in the U.S.(Belluck, 2022). The FDA authorization for distribution via drug stores as well as telehealth has also increased and improved accessibility for women seeking abortion (Belluck, 2023). We mentioned earlier that mifepristone has a limited and specific clientele. Research shows that although it is mainly used for abortion, it can also be used for controlling high blood sugar, allowing for the drug to expand its usage and reach out to more customers. Although these are great opportunities, our group views the accessibility via corner drug stores and mail in prescriptions as its greatest opportunity.
GenBioPro experiences external threats as it is a drug pushing for abortion. With that, there is push back from parts of the community that are anti-abortion. There is also a high risk for entering markets where anti-abortion legislation is working through the state legislature, making accessibility difficult. Almost half the states have required stricter abortion laws, and pharmacies now can elect to not carry abortion medication, regardless of the FDA approval due to personal positions on abortion rights. Another threat, as discussed in our 5 C’s is that mifepristone is dependent on misoprostol to have the 97% efficacy rate for abortion. This reliance on misoprostol can cause a threat if the collaboration with misoprostol is broken. Our group deemed the ever-changing laws surrounding abortion rights as being the highest risk, as mifepristone is dependent on providing the service of abortion to women. 4) Marketing Strategy (Mission, Objectives, STP). Include only the following elements from the previous STP submission: mission, objectives, final segmentation scheme that you decided to use and evaluation of its effectiveness; chosen TMS and its evaluation based on size, growth, attractiveness, and company objectives and resources; positioning statement with explanations
of choice for each element; perceptual map with explanations of decisions for plotted locations.
Marketing Strategy:
Objectives:
The objectives for the next year to increase sales of Mifepristone while increasing satisfaction and loyalty with the drug are aggressive in the unsteady political area, we believe they will aid in successful outcomes.
Target Markets:
The target market that we are focused on is women over the age of 25 in states that allow abortions. A total of 37 states. The excluded states are These are Alabama, Arkansas, Idaho, Kentucky, Louisiana, Mississippi, Missouri, Oklahoma, South Dakota, Tennessee, Texas, West Virginia and Wisconsin.
The best option to focus our marketing plan on is the women seeking abortions in states that allow the ending of pregnancy are older than 25 and have children.
Positioning
For women seeking abortion care in the United States, generic Mifepristone, in a regimen with misoprostol, offers a reproductive health care option that is non-invasive, confidential and accessible because GenBioPro is the first FDA approved generic provider with the largest network of provider partners.
Points of Difference
Mifepristone, including the generic forms, provides an abortion care option that supports a private customer experience with an accessible option. The new FDA authorization to distribute via a local pharmacy all women now have access the medication through a local pharmacy which is not stigmatized and highly available to communities. Since pharmacies are significantly more accessible, GenBioPro can expand the availability to medical abortions. The medication packaging is the same packaging as any other medication further supporting confidentiality.
According to the Center for Disease Control (CDC), abortions in America are estimated to be over 620,000, of which medicated abortions account for 53.4% of abortions. In 2019, the CDC reports that the national case fatality rates are 0.43 deaths per 100,000 legal procedures.
(Katherine Kortsmit, et al., 2022) GenBioPro is positioned to leverage the safety record as a preferred option for legal abortions.
For early pregnancy, medicated abortion offers women an effective option that avoids the need for anesthesia and antibiotics. Recent peer reviewed studies have reported increased rates of pre-term labor in subsequent pregnancies (National Academies of Sciences, Division, Services, Practice, & A, 2018) . Medicated abortion is the preferred method of abortion for pregnancies before 10 weeks. GenBioPro can lean on the science behind product safety in its position.
Point of Parity
A medicated abortion is typically included in the evaluations of options alongside surgical abortion or alternatives as in adoption. Both medicated and surgical abortions are similar in performance with effectiveness and supporting women’s bodily autonomy. Both options have similar side effects with varying degrees of impact. All options are considered emotional decisions are considered deeply and often felt traumatic to patients.
Positioning Map (Appendix A)
Currently generic Mifepristone is considered very non-invasive and moderately accessible. The quickly shifting legal grounds surrounding medicated abortion has caused providers to pause on turning to medicated abortions. Ideally, the medication would be legal across the country and available in every pharmacy. Reasonably soon, the medication will be available in nationwide pharmacies in states that allow for the procedure.
The two primary competitors include the name brand version of Mifepristone and the surgical procedure option. Mifepristone provides the exact same level of non-invasiveness, but accessibility is difficult due to the increased cost and insurance rules on subsidizing premium medications. Surgical abortion is more invasive and difficult to access due to the availability of clinics and increased expense. Many women must travel hundreds of miles to reach a clinic which means increased opportunity cost related to lost wages or travel expenses.
To achieve the ideal state, GenBioPro can invest in supporting abortion rights legislation and lawsuits and solidify supplier agreements with the national pharmacy chains. The national chains have indicated that they are applying for the license to dispense the medication. GenBioPro should partner with them to encourage strong supplier relationships.
Brand Positioning Bullseye (Appendix B)
Women seeking legal abortions are looking for care that is respectful and safe. They are in the middle of a very stressful and emotional stage of life. Empathy to the experience of this life event is critical for women to feel the medical portion of the procedure was not problematic. In the end, the women are looking for safe abortions that are accessible, confidential and supports bodily autonomy.
Strategies:
Marketing Mix:
Marketing Objectives:
The mission of GenBioPro is to provide safe and effective Mifepristone in an accessible way to those in need. GenBioPro is committed to providing the best quality Mifepristone while ensuring that its product is accessible and affordable. They aim to provide their customers with the highest level of care and service while ensuring they comply with all relevant laws and regulations. 1. Increase brand awareness for GenBioPro and its Mifepristone product within the target market by 25% within three months: Increasing brand awareness is important for GenBioPro as it helps build trust and familiarity with the product. By increasing brand awareness, GenBioPro can connect with its target market, leading to higher sales and more customers. 2. Increase sales of Mifepristone by 20% within six months: Increasing sales of Mifepristone is essential for GenBioPro, as it helps the company make more money and become more competitive in the market. GenBioPro can expand its reach and become a more successful company by increasing sales.
3. Improve customer satisfaction with Mifepristone by 10% within two months: Improving customer satisfaction is important for GenBioPro, as it shows that the company provides its customers with the best products and services based on affordability and accessibility. By improving customer satisfaction, GenBioPro can build trust and loyalty with its customers, leading to higher sales and more customers. 4. Increase customer loyalty by 15% within four months: Increasing customer loyalty is essential for GenBioPro, as loyal customers will be more likely to purchase the product and recommend it to others. By increasing customer loyalty, GenBioPro can ensure that its customers are satisfied and will continue to purchase Mifepristone.
Over the course of our plan, from the second quarter of 2023 to the first quarter of 2024 we will ensure that we meet our objectives by following the more specific breakdown listed below.
May 2023 – Launch partnership with ‘Shout your Abortion’ to leverage testimonies and expand into peer-to-peer interactions on social media, launch follow up review tracking to obtain client satisfaction data from current providers.
June 2023- Launch radio and television marketing to increase general population awareness. Analyze satisfaction data and develop a plan to improve customer satisfaction. Launch short term lottery directed to the women who will use our product. Improve customer satisfaction with Mifepristone by 10% (#3)
July 2023 Increase brand awareness for GenBioPro and its Mifepristone product within the target market by 25% (#1) Canvas OBGYN clinics and promote affordability and easy access, education and training support. Provide small gifts for customers in clinics.
August 2023. Increase customer loyalty by 15% (#4)
September 2023 Review the following launches for improvements:
October 2023 Increase sales of Mifepristone by 20% (#2)
November 2023
December 2023
January through April 2023
High level – Expand direct marketing to family practitioners/OBGYN and support women-to-women connection. Ensure doctors are on board with providing medication and get women to take early action when this drug can be used.
Work with OBGYN’s across the country – education, training support
Partner with organization that works to normalize and support abortion care.
of these two action programs is consistent with your Marketing Strategy and (ii) how the Marketing Mix elements used in each of these two action programs are consistent with the other Marketing Mix elements in your overall Marketing Plan. (1.5 points)
* Partner with Shout your Abortion to leverage testimonies and expand into peer-to-peer interactions on social media – similar to She Run
* Direct marketing to OBGYN doctors with education campaign, training support
* Potential uninsured medication access support
7) Focusing only on your chosen TMS, calculate realistic estimates for Annual Market Potential, Annual Market Demand, and Annual Company Demand for the specific marketing challenge that you are working on. For example, if your marketing challenge is at the level of a specific product or service, perform these estimations only for the specific product category and product or service. Remember that Market Potential and Market Demand are estimated at the
Estimated Market Potential, Market Demand and Company Demand
The average retail price of mifepristone is $83.08 as of the date of this report. (GoodRX, 2023) The medicate abortion protocol requires one pill. For the purposes of this report, assume a consumer would not require more than abortion per year. The estimated number of women in the United States between the age of 25 and 44 totals 74.0 million. The annual market potential totals $6,151,215,297 ($83.08 x 1 x 74,039,664).
United States Population as of 2022 333,287,557
Female Population Ratio (United States Census
Bureau, 2022) 50.50%
Estimated Female Population 168,310,216
Rate of Women Age 25-44 (Statista, 2021) 43.99%
Estimated Maximum Number of Buyers (Nmax) 74,039,664
Of course, every potential woman is not expected to seek an abortion every year. To gain insight on the actual expected number of this group to seek an abortion, we further factored in the rate of births in the United States, the ratio of abortion to live births, the portion of abortions that occur in the first 13 week of gestation when a medical abortion is an option and the share of abortions for women who have had a previous live birth. These filters reduce the estimated actual buyers to 411,467. The estimated actual buyer represents the target segment market of the population potentially pregnant, selecting an abortion, between the ages of 25-44 and with one or more prior births. The annual market demand totals $34,184,661 ($83.08 x 1 x 411,467).
Estimated TMS Population (Nmax) 74,039,664
Rate of Live Births (56 per 1000/year) (Brady E. Hamilton, 2022) 5.60%
Estimated TMS Population expected to be pregnant 4,146,221
Ratio of Abortion to Live Births (Centers for Disease Control and
Prevention, 2022) 19.80%
Estimated Population expected to opt for abortion 820,952
Portion of abortions prior to 13 weeks (Centers for Disease Control and
Prevention, 2022) 82.30%
Estimated Abortions eligible for medicated abortion (less than 13 weeks
gestation) 675,643
Share of abortions by women with more than one prior birth (Centers for
Disease Control and Prevention, 2022) 60.90%
Estimated Actual Number of Buyers (N) 411,467
GenBioPro and the competitors are all private companies that are not required to disclose financials that could be used to estimate market share. In a 2019 lawsuit, GenBioPro reported “GenBioPro sells and ships its mifepristone tablets to providers in 45 states and the District of Columbia. GenBioPro does not currently sell
Nebraska, Oklahoma, or Wyoming. Since GenBioPro received FDA-approval in April 2019 to market and sell mifepristone, GenBioPro has captured a significant share of the nationwide market for mifepristone.” (Novielli, 2022) GenBioPro has secured all prescriber agreements with the planned parenthood network – the largest provider for abortion services. Factoring in the chance that consumers elect for the name brand medication or obtain the medication from providers without prescriber agreements, the assumed market share is 80%. The company demand is estimated at $27,347,729 (85% x $34,184,661).
8) Based on your estimate of Company Demand, create a Projected Income Statement. Again, this should be at the company level, the specific product or service level, etc. as appropriate to your marketing challenge. (1.5 points).
Projected Income Statement
GenBioPro is a private corporation that has not disclosed any financial reporting. For demonstration purposes, the below income statement has been modeled based on a company demand of $27 million. The income forecast assumes that sales are increased by 20% at year one and then 5% for each year after. Cost of goods sold is a variable cost estimated at 37% of sales. The marketing overhead expenses are assumed at 10% of sales for the current financial posit
expenses, the budget drops 15% each year as the sales force achieves scale and provider relationships are settled. Administration overhead expenses are estimated at 2.7 million with no added requirements expected.
By implementing this marketing plan, the forecasted net income would be an increase of $2.05 or 17.7%. In addition, future years would continue to grow and benefit from the increased investment from year one.
Incremental Break-Even Volume
The unit price is not expected to increase over the next three years for this break-even analysis. All revenue growth is assumed to be driven by an increase in market share. The increase in marketing expense is expected to be $1.35 million in year one, which requires an additional 25,793 units in sales to break-even. The estimated buyers for the TMS totals 411,467 of which GenBioPro has captured approximately 329,000 leaving over 82,000 buyers or 31%. The increase of 25,793 is a reasonable increase to accomplish.
10) The estimations in (7) and (8) are based on a number of assumptions. Critically examine each of these assumptions and perform two sensitivity analyses. For the first one, loosen or relax appropriate assumptions to estimate the best-case Company Demand and Projected Income and, for the second one, tighten or restrict appropriate assumptions to estimate the worst-case Company Demand and Projected Income. Based on these best-case and worst-case outcomes, how confident are you about your original estimates for Company Demand and Projected Income? (2 points)
Helpful hints
Nmax assumptions – used 2022 population but 2020 rates of gender/age data due to the availability of data.
Share of abortions prior to 13 weeks includes all surgical and medical abortions prior to 13 weeks per CDC 2020 report
11) Limitations, Risks, and Contingency Planning associated with your Marketing Plan. (1 point)
Helpful hints:
* Social media trolls and anti-abortion activist attacks.
* Texas lawsuit- https://www.nbcnews.com/news/amp/rcna70207
* Locking in contracts with nation pharmacy-
https://www.usnews.com/news/business/articles/2023-03-08/california-to-end-walgreens-contract-after-abortion-dispute
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