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

Print

Accession Number

TU16214

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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