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Miravo Healthcare: Marketing Resultz
內容大綱
In August 2022, two interns at Miravo Healthcare (Miravo) needed to present a comprehensive marketing plan for Miravo’s over-the-counter (OTC) head lice treatment product, Resultz, to two vice-presidents of the company. Resultz had not been actively advertised in recent years, and the company identified an opportunity to capitalize on an increasing need for head lice products as a result of children returning to school after the COVID-19 pandemic.
學習目標
This case is recommended for an undergraduate introductory business course that focuses on marketing management. The case is best positioned at the end of the unit. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand some of the nuances of the OTC pharmaceutical industry.</li><li>Analyze a company’s capabilities and make decisions that leverage those capabilities.</li><li>Identify the competitive advantage of a business.</li><li>Evaluate decisions quantitatively and draw conclusions.</li><li>Create a comprehensive marketing plan with consideration of the target market, price, promotion, product, and placement.</li></ul>