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    The Headaches of Glaxowellcome

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    Riffat Al Imam
    Glaxowellcome is a British pharmaceutical company that launched the first migraine medication in the "triptan" class called Imigran in the UK and Imitrex in the US. In 1997, Glaxo wanted to launch their second-generation triptan Naramig in the UK and Amerge in the US. They successfully used a replacement strategy to launch Naramig in the UK by discontinuing Imigran, but were unsure how to position Amerge in the US market due to differences between the US and UK healthcare systems and competition from rival drug Zomig. Several options for launching Amerge in the US are considered and clinical segmentation is selected as the best strategy.

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    The Headaches of Glaxowellcome

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    Riffat Al Imam
    22 views11 pages
    Glaxowellcome is a British pharmaceutical company that launched the first migraine medication in the "triptan" class called Imigran in the UK and Imitrex in the US. In 1997, Glaxo wanted to launch their second-generation triptan Naramig in the UK and Amerge in the US. They successfully used a replacement strategy to launch Naramig in the UK by discontinuing Imigran, but were unsure how to position Amerge in the US market due to differences between the US and UK healthcare systems and competition from rival drug Zomig. Several options for launching Amerge in the US are considered and clinical segmentation is selected as the best strategy.

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    The Headaches Of Glaxowellcome

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    Glaxowellcome is a British pharmaceutical company that launched the first migraine medication in the "triptan" class called Imigran in the UK and Imitrex in the US. In 1997, Glaxo wanted to launch their second-generation triptan Naramig in the UK and Amerge in the US. They successfully used a replacement strategy to launch Naramig in the UK by discontinuing Imigran, but were unsure how to position Amerge in the US market due to differences between the US and UK healthcare systems and competition from rival drug Zomig. Several options for launching Amerge in the US are considered and clinical segmentation is selected as the best strategy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    22 views11 pages

    The Headaches of Glaxowellcome

    Uploaded by

    Riffat Al Imam
    Glaxowellcome is a British pharmaceutical company that launched the first migraine medication in the "triptan" class called Imigran in the UK and Imitrex in the US. In 1997, Glaxo wanted to launch their second-generation triptan Naramig in the UK and Amerge in the US. They successfully used a replacement strategy to launch Naramig in the UK by discontinuing Imigran, but were unsure how to position Amerge in the US market due to differences between the US and UK healthcare systems and competition from rival drug Zomig. Several options for launching Amerge in the US are considered and clinical segmentation is selected as the best strategy.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    THE HEADACHES OF

    GLAXOWELLCOME
    Group members
    Name Id#
    1.Md.Tarek Rahman 1030305530
    2.Md.Musfiqur Rahman 1021214030
    3.Nazmul Hasan 1030124030
    4.Aaquib Musfeq Chowdhury 1030514530
    5.Ashik Reza 1030519030
    6.Riffat Al Imam 1030234530
    CASE SUMMARY
     Glaxowellcome Inc. is a Britain based pharmaceutical
    company.
     It was formed in 1995.

     First company to launch “triptan”.A new class of prescription


    medication for migraine.
     Launched Imigran in U.K and Imitrex in U.S.

     Both were very successful in their respective markets

     In 1997 Glaxo wanted to launch Naramig in U.K and Amerge


    in U.S, their second generation triptan.
     They were successful launching Naramig in U.K choosing
    replacement strategy, where they discontinued market for
    Imigran.
     But they were confused how to launch Amerge in U.S.
    PROBLEM STATEMENT
     First problem was Glaxo was confused how to position
    Amerge in U.S market.
     Second problem was the competition from the rival
    Zeneca.
     Third problem was market share of Naramig: although
    Naramig did pretty well in U.K market but still 90%
    market was untapped.
     Fourth problem was the differentiation between the
    Pharmaceuticals markets in U.S and U.K: Where U.K
    Opted for socialized health care system U.S opted for a
    insurance based health care system.
    ACTION
    In the case we can already see that Glaxo had chosen five
    positioning strategy: They are

     Clinical/patient based segmentation


     Distribution based segmentation

     An alternative to Imitrex

     A replacement for Imitrex

     Don’t launch Amerge at all


    CLINICAL/PATIENT BASED
    SEGMENTATION
    We have chosen Clinical/patient based segmentation as our
    solution to our problem
     Less powerful then Imitrex.

     Less Expensive then Imitrex.

     Lower recurrence rate.

     Using the DTC in U.S and delivering the medicines


    directly to them :for example, the elderly people who
    cannot go to clinics.
     Because health care system in U.S was different we
    offered insurance packages to Migraine patients.
    We have segmented the patients in above criteria.
    DISTRIBUTION BASED SEGMENTATION
    Advantages
     Better known product

     Popularity gain

     Market share

    Disadvantages
     Strong logistic support

     Ethical issues

     Patients may misunderstand the product

     Promotional cost
    AN ALTERNATIVE
    Advantages
     Effective way to combat zomig

     Having both medicines running at the same time

     More flexibility

    Disadvantages
     Confusion among patients

     Hurting Glaxo’s image

     Production cost
    REPLACEMENT STRATEGY
    Advantages
     Result already known to Glaxo

     Worked well in U.K

     Less production cost

    Disadvantages
     U.S market is different from U.K market

     Creating new brand image

     Losing loyal patients


    DON’T LAUNCH
    Advantages
     No production cost
     Ignoring Zomig

     Can work in an emergency situation

    Disadvantages
     Waste of all the research into developing the medicine

     Leaving zomig with an open market


    CONTINGENCY PLAN
    We should have a contingency plan in case of an
    emergency and we have chosen “don’t launch” strategy
     As imitrex is doing really well, it will not have any effect
    on our market share
     No production cost

     No further promotional cost

     Can spend all the money on Imitrex to get more market


    share
    CONCLUSION
    It was a challenging problem for us as we had to answer a
    lot of questions regarding the market positioning strategy
    of Amerge. For us clinical based segmentation is the best
    strategy because it takes advantages of the DTC and
    insurance based health care system in U.S.

    Preparing a strategy and implementing it on real time


    marketing environment is two different things. We must
    set our plan that support our recourses and management. It
    should be logical and realistic. And we hope that our plan
    will help Glaxo to increase its market share and sales.
    THANK YOU

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