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Case
MedImmune: FluMist Introduction
Author(s)
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.
Date Published:
01/01/2004
Discipline:
Biotechnology;Marketing;Strategy
Key Concepts:
Positioning, New Products, Pricing
Citations:
Calkins, Timothy, Rajnish Changrani. MedImmune: FluMist Introduction. 5-104-046 (KEL012).