MedImmune: FluMist Introduction
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.
Timothy Calkins, Rajnish Changrani
Calkins, Timothy, and Rajnish Changrani. MedImmune: FluMist Introduction. Case 5-104-046 (KEL012).