A marketing plan for LifeScan, Inc.'s OneTouch® Ultra
Date of Publication
2005
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Luz T. Suplico
Defense Panel Chair
Ma. Luisa C. Delayco
Defense Panel Member
Benison Y. Cu
Abstract/Summary
OneTouch® Ultra™ is a brand under lifeScan, Inc., a franchise of Johnson & Johnson Medical Philippines, that was launch last 2002. Lifescan, Inc. is dedicated in improving the quality of life for people with diabetes by developing, manufacturing and marketing a wide range of glucose monitoring systems and software for the use of people with diabetes and health care providers.
OneTouch® Ultra™ is not just any ordinary brand of meter. It is a premium product with full features that is positioned to deliver less pain, less blood, and less time test results to diagnosed diabetes. Some of the features of OneTouch® Ultra™ are the 5-seconds test results, 1µl of blood sample size, alternate site testing, and 14-day and 30-day averaging.
The project of this paper is to develop a marketing plan for the re-introduction of OneTouch® Ultra™ to the country. The thesis proponents worked for the company as on-the-job trainees and conducted research for the company.
The paper includes short-, medium-, and long-term objectives for the product. The goal of the company is to make OneTouch® Ultra™ as the brand meter choice among diabetes. In order to do this, short-term to long-term objectives includes convincing a total of 550 endocrinologists and diabetologists to prescribe Self-Monitoring Blood Glucose (SMBG) usage to patients and recommended OneTouch® Ultra™, penetrating 9,324 non-SMBG users to use OneTouch® Ultra™, offering an upgrade to 2,200 current users of OneTouch® Basic ™to OneTouch® Ultra™, and increase the frequency of blood glucose testing among diabetes from the current 4 times a week to twice a day.
Investments for the whole program would be around Php 27,170,645 which includes costs for customer service improvement, advertising, sales promotions, and public relations. After the whole program, the company would yield an estimate of Php408.391,465.40 ending gross income balance for the year 2010.
Abstract Format
html
Language
English
Format
Accession Number
TU16214
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Cheng, S. G., Ching, K. G., & So, J. C. (2005). A marketing plan for LifeScan, Inc.'s OneTouch® Ultra. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/17604