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Kayleigh Duggan

on 25 April 2010

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Transcript of Prevacid

P r e v a c i d
Prevacid is a heartburn medication that reduces the amount of acid produced by the stomach, as well as treats and prevents stomach ulcers and erosive esophagus.
The medication in generic form is called lansoprazole.
It is a registered trademark of Takeda Pharmaceuticals North America.
The patent was granted in May 1995.

Prevacid 24Hr In May of 2009 Takeda Pharmaceuticals released Prevacid 24 Hr, an over-the-counter delayed release acid reducer formulated from prescription Prevacid. Prevacid users were happy
to see an over-the-counter
alternative. Since its release, Prevacid 24Hr
has exceeded sales of prescription
Prevacid. Competitors Swot Analysis Strengths Both over-the-counter and prescription
formulas available
First PPI to heal and reduce the risk of
non-steroidal anti-inflammatory drug-related
gastric ulcers Weaknesses Not the most affordable PPI on the market
Prescription Prevacid recently lost its patent Opportunities Release of Prevacid 24Hr
Expanding southern markets Threats Emergence of the public's desire to lead a more health-conscious lifestyle Creative Introducing "Tummy", a fanciful organ/patient personality "Tummy" is a cloth and plastic sculpture of the stomach, duodenum,
and esophogus. industry structure map target audience Women age who are married with children 18-49 with a high school degree or some college who make around $50,000 a year. She is a stay-at-home mom who lives in the South Demographics She likes the outdoors and creative projects, is technologically savvy, likes to cook and eat and keep things tidy Spot Markets We have chosen 10 spot markets covering 12% of the United States Atlanta, GA
Charlotte, NC
Dallas/Ft. Worth, TX
Greenville, SC-NC
Houston, TX
Miami-Ft. Lauderdale, FL
Nashville, TN
Orlando, FL
Raleigh, NC
Tampa, FL
fun fact GERD (gastroesophogeal reflux disease) is most prevalent in pregnant
women and mothers. It is estimated that 80% of pregnant women have GERD symptoms. Once they get it, it is likely that it will reoccur
throughout their lives. PPIs have only been tested on animals not humans. Reach and Frequency Goals Reach 65 with a frequency of 2 for the first 6 months Reach of 70 with a frequency of 3 for the second 6 month budget Total Budget- $20 million "Tummy" takes on the role of different everyday people finding
themselves in situations where they are suffering from heartburn,
so the general public can relate. Prevacid 24 Hr will alert customers of
its forthcomings with stand-up displays
in stores and pharmacies with information
regarding Prevacid 24Hr as well as coupons. print ad Scheduling and Timing We have chosen a continuous pulsing schedule, because we
will advertise all year but put specific focus on some months.
Pulsing months March

December Kayleigh Duggan Elizabeth Baston Ashley Wofford reach and frequency accomplishment ratio 62/2.5 for the first six months 57/2.3 for the second six months Goals and Estimated Performance Evaluation Media mix We are using the $669,500 we have left over after our media buy to
sponsor several promotional events. Pregnancy fair Premiums during tax season Hot dog eating contest Turkey Trot Questions? comments? concerns? Thank you for being patient during our presentation! Here's a lollipop!
Full transcript