Showcase 3: DTPa Differentiation

DTPa combination vaccines were promoted mainly based on convenience of administration due to reduction of number of injections. Both manufacturers came to market almost always simultaneously and product differentiation was not very successful resulting in almost equal market shares.

Both manufacturers were to launch a larger combination, however this time with a tangeable product difference: the competitor product was ready to use whereas the own product needed reconstitution before administration.

Review of the clinical data of both products showed better immune responses for the own product. Differentiation on a scientific basis was not successful in the past however.

It was agreed to differentiate the product based on scientific differences in workshops with the leading organizations of the initial countries to launch the product. The tangeable 'disadvantage', the vial needed for reconstitution, was used to point out the product differences in immune reaction.

Together with the leading organizations a comparative trial was conducted after launch in multiple countries to demonstrate the product differences.

Differentiation:
own product: protection of infants against diseases
competitor product: ready-to-use resulting in easier administration

Both products shared the market equaly after launch. The market leader position was obtained when the comparative trial became available.

Products : 6-valent DTPa-based combination vaccines

Location : Global

Market Situation :

• Simultaneous launch of 2 direct competitor products.
• Main promotional argument for this product range: convenience

Problem : product in question showed a disadvantage in convenience compared to competitor

Timelines : 3 months

Strategy :

• Development of a clear differentiation and brand strategyFocus: protective efficacy
• Collaboration with the operating units within the core countries to launch first.

Measures of Success :

• Exceed market share expectations expressed by operating units (~15%) from start
• Dominate the market for the large DTPa combination vaccines and for all DTPa combination vaccines (>50%)
• Both objectives met withinthe 1st year after launch