Entos Pharmaceuticals Inc. – Entos is one of the leading biotechnology companies in Canada with offices in Edmonton and San Diego. They develop next generation genetic medicines using proprietary Fusogenix proteolipid vehicle (PLV) drug delivery system. Fusogenix PLVs are formulated with proteins and lipids to enable the delivery of mRNA or DNA into target cells through direct fusion. Several companies, including BioMarin and Eli Lily, have shown active interest in Entos’s delivery system technology and, subsequently, entered into multi-million-dollar collaborations. Entos vaccine for SARS-CoV-2 – One of the key applications of Entos’s technology is in the development of vaccine for SARS-CoV-2 (aka Covid-19). Entos has developed a DNA-based vaccine candidate for Covid-19 that is currently under the Phase-2 trial and expecting to undertake Phase-3 trial later this year. Once Entos’s vaccine candidate successfully completes these trials, the company aims to launch it. Covid-19 vaccines and consumers – While vaccines are purchased by governments, consumer concern with Covid-19 vaccines and its different brands is arguably higher than most other diseases (e.g., flu). It is reasonable to assume that Canada’s federal and provincial governments may not engage in an exclusive vaccine contract with Entos. It has never been done in the past with existing vaccine developers for Covid-19. Consequently, consumers will have access to at least two, if not more, vaccines to obtain their periodic booster doses. So what brand of the booster dose will consumers prefer – a familiar brand (e.g., Moderna, Pfizer, etc.) or a new brand (i.e., Entos)? Compounding the issue of non-familiarity, Entos’s DNA-based vaccine is different and less traditional than currently available mRNA-based vaccines (e.g., Pfizer, Moderna, AztraZeneca, and Johnson among others). Although Entos’s delivery platform and the use of DNA in their vaccines has unique advantages, it can put consumers on a new learning curve. Moreover, consumer behavior research is replete with studies demonstrating that consumers are likely to prefer familiar products and brands. Taken together, this suggests that Entos may have an uphill battle in becoming a preferred vaccine brand for future booster doses. Project objectives – The objectives of the project can be condensed into the following questions: 1. What is the nature and extent of challenge that Entos’s faces in becoming a preferred brand of vaccine for consumers in Canada? 2. How should Entos launch the product in Canada? Project deliverables – Each group is expected to develop a five-page report (not including appendices and references) and a give a 10-minute presentation that identifies the following plans in a clear and elaborate manner. • Market research plan • Market segmentation and positioning strategy • Detailed integrated marketing communications (IMC) plan
