Marketing plan for lauching Abbott HBSAG Quantitative and HCV Core AG Assays in Vietnam

TR NG IH CM TP HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBAVB4 PH M M NH TU N MARKETING PLAN FOR LAUNCHING ABBOTT HBSAG QUANTITATIVE AND HCV CORE AG ASSAYS IN VIETNAM MASTER PROJECT MASTER IN BUSINESS ADMINISTRATION Tutor’s Name: PGS.TS LÊ NGUY N H U Ho Chi Minh City (2012) Marketing plan for launching Abbott HBsAg quantitative and HCV Core Ag assay in Vietnam Final Project Commitment This marketing plan is created based on my knowledge from marketing subjects in the Master Business Administration 2010-2011 course of Solvay Brussels School and HCM city Open University I commit that the contents of this plan are completed with my high honesty I will take responsibility for any mistakes or incorrect information given in this marketing plan Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott HBsAg quantitative and HCV Core Ag assay in Vietnam Final Project Acknowledgements Firstly, I would like to greatly thanks to my tutor – the professor Le Nguyen Hau who has helped me a lot in project direction, advices and comments so that I can finish this marketing plan Secondly, I would like to send my honest thanks to my Commercial Director – Mr Kyoung Yong Lee who has given me the chance to understand more deeply the hepatitis’s business of Abbott Laboratories and useful information to set up the marketing plan I also want to say thank you very much to all professors of the Master Business Administration 2010-2011 course I have already received a lot of information and knowledges from these professors Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project CONTENT 2.1 2.2 2.3 3.1 3.2 4.1 4.2 4.3 445 5.1 Page Executive Summary General Introduction 11 Vision and Objectives of the project 11 Company 173 Product .118 Situation analysis 19 External analysis 19 3.1.1 The Vietnamese IVD market overview 20 3.1.2 Environment (SLEPT) analysis 21 3.1.3 Competition analysis .30 3.1.4 Target market analysis 31 Internal analysis 327 3.2.1 Profitability .32 3.2.2 Product analysis 33 3.2.3 SWOT analysis 35 3.2.4 Key success factors of Abbott HBsAg quantitative and HCV core Ag 35 Marketing strategy 35 Targeting 36 4.1.1 Segmenting criteria 33 4.1.2 Choosing the target 36 4.1.3 Target customers .37 Re-Positioning strategy in VN market .40 Objectives of the marketing plan 43 Marketing planning Marketing program 445 5.1.1 Product 45 5.1.2 Price 49 5.1.3 Communication (Branding) 50 5.1.4 Distribution .52 5.1.5 Convincing target customers 53 5.1.6 Customer relationship management 53 5.2 Budgeting 55 5.3 Implementation and control 55 Conclution……………………………………………………………………… 61 Bibliography…………………………………………………………………… 62 Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Abbreviations ADD Abbott Diagnostics Division IVD In vitro diagnostic ID Infectious Diseases IA Immunology Assays HEMA Hematology CC Clinical Chemistry KOL Key opinion leader SWOT Strength, Weaknesses, Opportunities, Threats SLEPT Social, Legal, Economic, Political, Technical HBV Hepatitis B Virus HCV Hepatitis C Virus Ag Antigen Ab Antibody TAM Total Available Market CRM Customer Relationship Management Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Figures and Tables Page Figure 2.1: Performance graph of Abbott Laboratories in 2004-2009 17 Figure 2.2: Sales growth of ADD Vietnam in 2005-2010 18 Figure 3.1: Worldwide Hepatitis B prevalence map 22 Figure 3.2: Worldwide Hepatitis C prevalence map 23 Figure 3.3: Vietnam real GDP growth rate and Inflation rate in 2007-2023 25 Figure 3.4: National Medical budget in 2000-2008 25 Figure 3.5: International aid in 2000-2008 26 Figure 3.6: BMI short-term political stability rating – Asia Pacific 2010 28 Figure 3.7: Clinical review of a Hepatitis B patient 33 Figure 3.8: Clinical review of a Hepatitis C patient 34 Figure 4.1: The segmentation criteria based on potential customer’s characteristics Figure 4.2: Value curve of Abbott hepatitis diagnostic vs competitor (Roche) Figure 4.3: Re-positioning strategy 36 40 42 Figure 4.4: Objectives of the marketing plan 44 Figure 5.1: Abbott HBsAg quantitative and HCV core Ag assays’ major characteristics 45 Figure 5.2: The comparison of Abbott HCV core Ag assay with PCR – HCV RNA method 47 Table 1: The target of this marketing plan Table 4.1: The list of current high potential target customers in Vietnam Table 5.1: The comparison of Abbott HBsAg quantitative with competitors Table 5.2: Abbott HBsAg quantitative product generation Table 5.3: Product comparison 38 46 46 48 Table 5.4: Budget for the communication campaign 55 Table 5.5: The implementation of Abbott HBsAg quantitative and HCV core Ag 55 Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Executive Summary This part provides a brief summary about company overview, product and the vision & objectives of the project VISION & OBJECTIVES OF THE PROJECT: The project is set up a marketing plan to launch Abbott HBsAg quantitative and HCV core Ag in Vietnam in years (2012-2014) By launching Abbott HbsAg quantitative and HCV core Ag assays, Abbott Laboratories has ambitions to be recognized as a leader and pioneer in immunology field, especially in infectious disease diagnostic with a lot of advantages in hepatitis assays SCOPE / PRESUMTION: This marketing plan will be performed in the scope of Vietnam and followed up with three years (2012 – 2014) The expected outcome for the project will be as below: Table 1: The target of this marketing plan 2012 2013 2014 - Top professors of - 100% sub- - 100% hepatitis hepatitis in Vietnam clinical doctors of doctors of target - 100% sub-clinical Non- Abbott customers doctors of Abbott customers in target accounts in target customer list customers list - 50% hepatitis - 100% hepatitis doctors in non doctors in Abbott Abbott accounts in accounts in customers Awareness customers list list Sale Increase 12% reagent Increase 13% Increase 14% volume sale in Abbott reagent sale in reagent sale in immunology field Abbott immunology Abbott field immunology field Target customer is the big general hospitals of Vietnam, including about 40 Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project hospitals in North (especially in Hanoi), South (especially in Ho Chi Minh City) and hospitals in Central METHOD / PROCEDURE: Situation analysis: will be performed with external analysis and internal analysis - External analysis: is the general information about the Vietnamese (IVD) market, environment and competition, especially for hepatitis diagnostic The market analysis will perform the information about Vietnamese IVD market size, growth, profitability and trend The environment is analyzed by aspects, including social, legal, and economic and technical (SLEPT) In addition, the competitor analysis is also perform in this part with the information about key competitors’ profile; current and potential; direct and indirect competitors in hepatitis field The questionnaire can be used in this part to explore and assess customer expectation and decision making influencing factors The purpose of this analysis is to see the market opportunities for HbsAg quantitative and HBV core Ag - Internal analysis: is the information about Vietnam Abbott Diagnostic Division, including profitability (especially hepatitis B and hepatitis C assays), brand awareness, brand image, coverage and key success factors of ADD Vietnam Product analysis is performed to show the benefit, advantages and disadvantages of these products SWOT analysis is used to summary Marketing strategy: - Segmenting - Targeting: indentify the segmenting criteria, including the main segments; the number of hepatitis patient…The analysis of choosing the target market with attractiveness (segment size and growth), competitive advantages (competition, clients, substitutes, barriers to entry) and degree of risk are performed to find the target customers - Positioning strategy in Vietnamese hepatitis market: the Blue Ocean marketing model is use to draw the value curve (eliminate, reduce, rise and creation) of Abbott hepatitis with the new products (HBsAg quantitative and HCV core Ag) The curve will show the sustainable competitive advantages and Abbott core differentiates and characteristics Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project - Objectives of marketing plan: regarding to the positioning strategy, the objectives to achieve in the first years (2012, 2013, 2014) when launching HBsAg Quantitative and HCv core Ag assays is showed with the time to the market (months), brand awareness (% of target customers know the brand), brand image (% of target customers know HBsAg Quantitative and HBC core Ag assay), market penetration (% usage by target customers), profitability (% total revenue) and target market share (% market share) Marketing Planning: - Marketing program: - Product: includes marketing notion (using Levitt‘s Total Product concept) contains Generic (core benefits: good performance, good quality, installation, training, guarantee…), augmented (innovative technology, novel markers, after sales service, scientific seminars to introduce new applications ), expected and potential aspect and product portfolio management with attractiveness of the market and competitive advantage - Price: will be set up a high but reasonable price based on elements, including Abbott Diagnostics leader position in the market and the general Abbott Diagnostics Brand image perceived by customers during the past years Abbott wants to strengthen the pioneer position in hepatitis diagnostic segment - Communication (Branding strategy): with communication message is “the new option for physician in hepatitis treatment and the better care for hepatitis patients” The communication tools will be advertising materials (brochures, handbooks ), PR (group table discussion, Symposia & Seminars, Sponsoring…) The strategy will focus on brand awareness(launching events like Focus group table discussion, Symposium), exam plus (hold scientific seminars to introduce new applications, clinical guidance…; Sponsor international & national scientific events about Hepatitis diagnosis) and beliefs (high quality & innovative product with planning to launch these products to strengthen the power of hepatitis diagnosis, good QA management system according to FDA requirements to improve the manufacturing process as well as the stability of product and controlling the product quality after Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project selling to customers - Distribution: Mutual support with current distributors by training their sales staff about new product information, engage with them by a bilateral marketing action plan to ensure the coherence; control the execution by monthly meeting…Prepare an as much as accurate forecast about sales to ensure good stock for selling - Convincing target customers: Sales force will be set up target sales and customers based on regions (North, Central, and South) and number and size of hospitals They are training on selling skills, product information, motivation and control (incentive and bonus based on performance evaluation) - Budgeting: It is depending on the increase of revenue year after year The first year is strongly focused with 10% target of revenue increase for marketing The next year is 4% and the last year is 2% - Implementation (who, what, where, when, how and why) with phases and milestones; action plan - Tracking (based on SMART objectives) with monthly review (including evaluate and correction) and yearly business review (in kick-off meeting) to identify the gaps and update the plan DATA SOURCE: Primary data: Use a questionnaire to explore & assess Customer Expectations, Decision making influencing factors and figure out the market opportunities for Abbott HBsAg Quantitative and HBC core Ag assay Secondary data: - External: internet website of Abbott, Roche (main competitor), Espicom Business Intelligence the Department of Diagnosis and Treatment Administration, The Department of Health, Vietnam Business news, WHO, National Action Plan to improve managerial competence for medical testing laboratories from now until 2020, Business Monitor International Ltd, Euromonitor International Internal: Abbott Diagnostics Division (ADD) sale report 2010 – 2011 Pham Manh Tuan 10 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam - Final Project Product comparison: show the strong points and weak point of hepatitis assays in the market Table 5.3: Product comparison Pham Manh Tuan 47 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project (source: Abbott marketing document) 5.1.2 Price: The company wants to set up a high but reasonable and affordable price for Abbott HBsAg quantitative and HCV core Ag assays based on these elements: ̇ To take the advantage of the first player in this market with new method for quantitative the number of hepatitis B and C virus ̇ High perceived brand value in IVD market during the past years with leadingscience and best quality ̇ Leading position in IVD immunological segment ̇ The acceptable price range for a hospital tender under Vietnam Ministry of Health’s regulation The pricing strategy is flexible enough to follow the objectives to gain market penetration and sales volume as high as possible The price is set up by the Regional Finance department (South Asia) and ADD Vietnam’s Country Manager - Pricing discount: Target volume of hepatitis assays Discount type Over 16,000 USD/month Buy 10 get free (tests) 8,001- 16,000 USD/month Buy 10 get free (tests) 4,000-8,000 USD/month Buy 20 get free (tests) - Pricing increase: No pricing increase in first years, but the price will be updated quarterly to USD-VND currency exchange rate accordingly Pham Manh Tuan 48 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project 5.1.3 Communication (Branding strategy) The communication strategy will follow the objectives of this marketing plan to gain high brand awareness and high perceived brand value - Brand awareness: Launching events like Round table discussions, Symposia & Seminars - Examplus (A Promise for Life, Take science into caring): Hold scientific seminars to introduce new medical applications, clinical practice guidelines… of hepatitis diseases; Sponsor international & national scientific events about hepatitis diagnosis - Beliefs (High quality & innovative product): Plan to launch HBsAg quantitative and HCV core Ag assays to complete the full menu for Abbott hepatitis diagnosis; sponsor for Vietnam Hepatitis Organization to promote HBsAg quantitative and HCV core Ag, sponsor for scientific study to compare the performance of HCV core Ag with PCR HCV RNA method Good QA management system according to FDA requirements to improve the manufacturing process as well as the stability of product Communication message: new methods for quantitating the number of Hepatitis B and C virus Communication tools: Advertising materials (posters, brochures, guidebooks, white paper – proof source, ), PR (round table discussions, symposia, sponsoring…) Stages of the communication strategy: ̇ Stage 1: Hold round table discussions with the invitees of top KOLs in hepatitis fields (3 separate round table discussions with top KOLs in Hanoi, Central and Ho Chi Minh City, final round table discussions with integration of top KOLs in Vietnam) Objectives: Introduce new assays of hepatitis B and C diagnosis in international healthcare industry (clinical studies and successful stories); n Introduce Abbott HBsAg quantitative with new value “new methods for quantitating the number of Hepatitis B and C virus”; Pham Manh Tuan 49 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Discuss its application into Vietnam healthcare industry å Through these round table discussions, the concept about the utilization of Abbott HbsAd quantitative and HCV core AG assays is created in top KOLs’ mind and it will give reference information to all clinical physicians in hepatitis fields ̇ Stage 2: Hold scientific symposia with the invitees of top clinical physicians in hepatitis fields (1 in North, in Central, in South) Objectives: Introduce new trend of hepatitis diagnosis in international healthcare industry (clinical studies and successful stories); Introduce Abbott HbsAg quantitative and HCV core AG assays with new value “new methods for quantitating the number of Hepatitis B and C virus”; n Highlight the Quality – Productivity – Cost characteristics Abbott HbsAg quantitative and HCV core AG assays : Quality: Clinical sensitivity, Reliable & Consistent performance, provide the international research about the comparison of Abbott HBsAg quantitative with other companies (Dr.Ly’s research), the comparison of Abbott HCV core Ag with PCR in hepatitis therapy monitoring Productivity: The comparison of Abbott HBsAg quantitative and HCV core Ag with PCR in result delivering time Cost: The comparison of Abbott HbsAg quantitative and HCV core AG assays with PCR methods in cost and time å Through these demand creation symposium, the concept about the utilization of Abbott HbsAg quantitative and HCV core AG assays is created in top clinical physicians’ mind and it will give reference information to their decision making in future HEPATITIS diagnosis and treatment activities ̇ Stage 3: Hold a national utilization symposium with the invitees of lab managers of sub-clinical departments (immunological testing laboratories) of target hospitals and clinics Pham Manh Tuan 50 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Objectives: Introduce new trend of hepatitis diagnosis in international healthcare industry (clinical studies and successful stories); Introduce the innovative Abbott new assays which are Abbott HBsAg quantitative and HCV core Ag assays to complete Abbott hepatitis diagnostic menu Highlight the customer’s benefits when choosing Abbott products based on its high quality, innovative technology and strong product portfolio: result reliability, reagent stability, excellent assay performance, good support service, saving total operating cost and personnel with innovative systems… å Through this utilization symposium, sub-clinical laboratories are aware of the utilization of Abbott HBsAg quantitative and HCV core Ag assays and it helps to push the clinical physicians to create demand of usage ̇ Scientific sponsoring: After these symposia at launching time, ADD Vietnam focus to promote the sponsoring activities for international and national scientific events in hepatitis fields during years 2011-2013 This PR strategy wants to draw the target customers’ attention as much as possible and it is used as a leverage to demand creation in the market 5.1.4 Distribution In the current situation, ADD Vietnam will the marketing activities and support service while the distributors will follow ADD Vietnam’s pricing strategy to negotiate with customers, sign contract with them and then import products, keep inventory and delivery to customers With launching Abbott HBsAg quantitative and HCV core Ag assays, ADD Vietnam needs to strengthen the distribution systems to support the marketing strategy as describe above: ̇ Improve distribution relationship management: Mutual support (training their sales staff about new product information, training warehousing staff about ADD quality management system…); Engage with them by a bilateral marketing action plan to ensure the coherence, control the execution by monthly meeting; Pham Manh Tuan 51 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Well cooperation in maintaining a good inventory management to ensure enough stock for selling ̇ Review the distribution agreement: Add stricter terms to decrease risks in inventory management, warehousing & QA management and pricing changes due to instable currency exchange rate; Re-calculating the margin by balancing the total revenue with the total expenses in distribution process 5.1.5 Convincing target customers The final step in the marketing program of Abbott HBSAG QUANTITATIVE AND HCV CORE AG is to convince the target customers to buy the products by implementing a direct marketing action plan for sales force ̇ Strengthen sales force team: Training carefully on selling skills, product information Set up target sales Motivation & control (interesting incentive and bonus scheme based on quarterly performance evaluation) ̇ Field action plan: Distribute brochures, guidebooks about Abbott HBsAg quantitative and HCV core Ag assays Weekly plan to visit target customers: clinical physicians and sub-clinical laboratories Local seminars for clinical physicians and sub-clinical laboratories in each hospital if necessary to educate much more about the product knowledge as well as hepatitis diagnosis solutions Explore & customize their needs by offering an appropriate assay menu and price based on the company’s flexible pricing strategy and strong product portfolio 5.1.6 Customer relationship management It is B2B business, so the customer relationship management (CRM) is very important to gain customer satisfaction and loyalty Abbott Global also concern about CRM They has created a customer database which is salesforce.com From Pham Manh Tuan 52 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project this website, each Abbott members in over the world have to update the information about their customers such as total available market (TAM), action plan, customer segmentation, target customers, competitors’ information day by day ADD Vietnam must also follow this strategy and update the website database every day The sales and marketing teams provides input for this database via their daily activities Launching Abbott HBsAg quantitative and HCV core Ag assays with the aim to be a leader in hepatitis segment, especially in strong competition environment, this project also provide more tools to improve the management of customer relationship: - Measure customer satisfaction: a special team which is marketing specialists will quarterly surveys about customer satisfaction index The index is measured by ADD’s support service, delivery and quality of products supplied to customers - Key account management: there will be a new position which is Enterprise Account Manager in sales team to take care key customer relationship which contribute 80% to ADD Vietnam’s sales every year (understand deeply the stakeholder behaviors, expectations, influencing decision making factors of these accounts) Pham Manh Tuan 53 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam 5.2 Final Project Budgeting The revenue of Abbott immunology in Vietnam which is planned to increase 12% in the first year of launch (2012 vs 2011) is estimated at $1.3M, 13% in the second year (2013 vs 2012) with about $1.6M and 14% in the third year ((2014 vs 2013) with about $1.9M Table 5.4: Budget for the communication campaign Revenue est.$1.3M (+12%) Year 2011 Budget (%) 10% Remarks Very strong communication campaign with many events to gain high brand awareness est.$1.6M (+13%) Year 2012 4% Strong communication campaign to gain high brand identity (perceived brand value) est.$1.9M (+14%) Year 2013 2% Limited communication campaign to maintain brand identity and image 1% is the average percentage of total expenses for all communication campaigns per total ADD Vietnam’s revenue every year 5.3 Implementation and control ̇ Action plan Timeline: The marketing plan starts on January 2012 and lasts till 30 March 2015 The financial year of ADD Vietnam starts from April this year to 30 March of the following year January 2012 April 2012 Time to market April 2013 Financial year 2011 April 2014 Financial year 2012 30 March 2015 Financial year 2013 Table 5.5: The implementation of Abbott HBsAg quantitative and HCV core Ag Phases & Key people Milestones concern Preparation Pham Manh Tuan Scientific Actions 54 Planned start date Prepare Planned deadline Jan 2012 30 Jan 2012 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Affairs team, advertising Product materials Specialists Final Project (posters, brochures, guidebooks, brand video ) Finance - Review the department and Jan 2012 30 Jan 2012 Jan 2012 30 Jan 2012 Jan 2012 30 Jan 2012 30 Jan 2012 Feb 2012 distribution the management agreement team - Set up target sales and incentive/bonus scheme Scientific Trainings about Affairs team, selling skills, Product product Specialists & information Sales team, Distributors Sales team - Create special team to train on how to measure customer satisfaction index - Assign one person as Key account manager 1st meeting Scientific - To review review Affairs team, collected data Pham Manh Tuan 55 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Product - Analyse to Specialists & give directions Sales team Final Project for setting price range and detailed communication plan Stage – Scientific - Select the list Communication Affairs team 28 Feb 2012 28 Feb 2012 20 Mar 2012 of the invitees plan Feb 2011\2 - Prepare for the round table discussions (3 separate round table discussions with top KOLs in C, M, R fields, final round table discussions with integration of top KOLs in all C, M, R fields) Stage – Scientific Communication Affairs team, - Select the list of the invitees Product - Prepare for the Specialists & scientific Sales team symposia with (North, Central, the invitees of South) plan top clinical physicians in HEPATITIS Pham Manh Tuan 56 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project fields (1 in North, in Central, in South at the same time) Stage – Scientific Communication Affairs team, - Select the list 30 Mar 2012 Apr 2012 Apr 2012 Apr 2012 30 Mar 2015 of the invitees Product - Prepare for the Specialists & national Sales team plan 20 Mar 2012 utilization symposium with the invitees of lab managers of sub-clinical departments (immunological testing laboratories) of target hospitals and clinics 2nd meeting Scientific - Analyse and review Affairs team, evaluate the Product results/ ideas Specialists & from stages Sales team - Discuss detailed Field action plan Field action Sales team, - Weekly plan plan (bilateral distributors to visit target with customers distributors) - Local Pham Manh Tuan 57 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project seminars - Explore & customize their needs - Offer the contracts - Coordinate with logistics team to prepare inventory Quarterly Special team Measure customer Apr 2012 30 Mar 2015 satisfaction surveys 30 Mar 2015 customer satisfaction Apr 2012 index Scientific - Evaluate and Affairs team, correct the field Product action plan Specialists & - Review Sales team, inventory Distributors Monthly review management - Evaluate customer satisfaction index and give corrective & preventive actions - Review key customer relationship management Pham Manh Tuan 58 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project - Evaluate achievements vs objectives Yearly Kick-off Whole - Review 30 Mar 2013 meeting company, business 30 Mar 2014 distributors achievements of 30 Mar 2015 a whole year (end of - Identify the financial year) gaps and update the plan ̇ Tracking Weekly meeting: Sale and Marketing team report the customer feedbacks and discuss about objection handling Monthly review: Regional Sale Managers, Market specialists, Finance Manager, Operation Manager and Service Manager review about the sale growth, market trend, key issues and the next month focus to evaluation and correction the marketing plan Yearly business review (kick-off meeting): Identify the gaps and update the plan Post-market surveys: carried out by the end of each year (2012-2014) to evaluate the brand identity indexes (awareness, perceived values) and market penetration (usage %) compared with objectives Planning Phases & Milestones Pham Manh Tuan Planned deadline Tracking Problems to solve Recommendations 59 Decisions Revised deadline MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Conclusions With these new assays, Abbott Diagnostics wants to bring for physicians new method in hepatitis B and C diagnosis and treatment monitoring Moreover, the new method can help physicians more flexible and faster in healthcare service; for patients, the new method can help to save cost and time With this marketing plan, Abbott Diagnostics Vietnam wants to maintain our leading position in Immunology segment and recover the market share from competitors (50%) Aligning to Abbott Diagnostics’ global marketing strategy, this marketing plan wants to “protect Infectious diseases market”, to “grow Immunology assays” and the next step is “leverage Hematology and Clinical Chemistry” Pham Manh Tuan 60 MBAVB4 Marketing plan for launching Abbott CMR in Vietnam Final Project Bibliography Prof Jean-Pierre Aerts – Business & Marketing Planning course materials – Master of Business & Marketing Management (2009-2010) Prof Jean-Pierre BAEYENS – Strategic Marketing course materials – Master of Business & Marketing Management (2009-2010) Prof Christian Bluemelhuber – Creating & Managing Brands course materials – Master Of Business & Marketing Management (2009-2010) Prof Alain Van den Eynde – Marketing & Business Communication, P.R and Advertising course materials – Master Of Business & Marketing Management (2009-2010) Prof Claire Gruslin – Market Research, BIS & Competitive Intelligence course materials – Master of Business & Marketing Management (2009-2010) W Chan Kim & Renée Mauborgne – Blue Ocean Strategy – Harvard Business School Press 2005 Pham Manh Tuan 61 MBAVB4 ... responsibility for any mistakes or incorrect information given in this marketing plan Pham Manh Tuan MBAVB4 Marketing plan for launching Abbott HBsAg quantitative and HCV Core Ag assay in Vietnam Final... IgM, HbeAg, HBsAg confirmation, HBsAg qualitative, HBsAg quantitative and HCV core Ag; therefore, target customers of Abbott HBsAg quantitative and HCV core Ag are hospitals and diagnostic clinics/.. .Marketing plan for launching Abbott HBsAg quantitative and HCV Core Ag assay in Vietnam Final Project Commitment This marketing plan is created based on my knowledge from marketing subjects in