Case Detail

Case Summary

MedImmune: FluMist Introduction

Case Number: 5-104-046, Year Published: 2004, Revision Date: August 13, 2004

HBS Number: KEL012

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Authors: Timothy Calkins; Rajnish Changrani

Key Concepts

Positioning, New Products, Pricing

Abstract

This case examines the launch of FluMist, the first significant innovation in influenza vaccines in over fifty years. The head of sales and marketing for MedImmune is working through the launch plan for FluMist. In particular, he is struggling with the question of how best to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing.

Number of Pages: 4

Extended Case Information

Teaching Areas: Biotechnology, Marketing, Strategy

Teaching Note Available: Yes

Geographic: US

Industry: Pharmaceuticals

Organization Name: MedImmune

Organization Department: Sales & Marketing

Organization Size: Medium

Decision Maker Position: Sr VP Sales & Marketing

Decision Maker Gender: Male

Year of Case: 2003