Thanks to bensette, in comments, to bringing my attention to what my category is, which helps me redefine my competitors. If my category is "HPV prevention" rather than vaccines, then here are my Key "competitors"
- Condoms: Help prevent HPV, but not 100%, especially since HPV is spread by skin to skin contact, and condoms do not cover all skin, but do reduce risk.
- Abstinence: works, but is unrealistic.
- Reduction of partners: work, but again, is unrealistic. HPV goes symptomless for a lot of people, completely in men, and occasionally leading to abnormal paps in women. There is no test for men, and they would only even know if they had warts, and by then it's too late.
So the vaccine is MOST effective for the worst types of HPV, and is only three shots as opposed to a perfect condom use and reduction of partners, which are still less effective.
MV: HPV Prevention
DV: Effectiveness, Efficiency
Gardasil is more effective than just condoms and just reduction of partners, Gardasil is easier in that it is three shots for a lifetime of less risk.
Target Audience Definition:
Jamie is a mother of two boys, aged 9 and 15. She has been paying attention to the news concerning Gardasil, but is afraid because of the horror stories of the young girls with severe allergic reactions. Even so, Jamie has always gotten her sons vaccinated, and believes that vaccines make a difference. Once Jamie sees the ads for Gardasil promoting it for boys, she goes to hpv.com to find out more about the vaccine, and decides, based on the facts, that getting both of her boys vaccinated is worth while. She makes an appointment for both of them to get the shot.
Tommy just started college and is 18 years old. He's been seeing ads for Gardasil, but doesn't know much about HPV. He's too embarrassed to ask his friends or go to the doctor for more information. Then he visits the website and finds out that Gardasil can prevent genital warts, which is something he's always been afraid of. He decides to make an appointment at his University Health Services to get a shot.
5-box: See previous post
Path to Purchase: ?
4Ps:
Product Attributes: Reliable, easy, early form of prevention for HPV, the vaccine Garasil approved for boys age 9-26.
Channel emphasis:
Product: Gardasil
Place: Ads on tv & online promoting that young men get it, along with a website to go to for more information
Time: Ads at different times throughout the day, mornings for parents/certain shows targeting moms, and then evenings & during different shows targeting 18-26 yo men.
Pricing:
Value/Competitive: I'm not sure what this means, but this is the only vaccine for HPV available, and it's more expensive then just using condoms, but then again is a one-time cost, might be covered by insurance, and has a greater effect/benefit
Trial/Continuity: Using same pricing as what is currently used for Gardasil for women
Communications Objective:
Awareness: For parents/young men to know that Gardasil is now available for young men and effective at preventing (most) genital warts and (most) of the forms of HPV that cause cervical cancer
Information: know what the website is to learn more, know it's only three shots, know what ages boys should be to get it, know that it's highly effective
Image: ? That's it's reliable and effective
Behavior: Promotion campaign to help people get vaccinated with Gardasil to help prevent HPV
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