MIRAVO HEALTHCARE: MARKETING RESULTZ
CASE STUDY SOLUTION
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SYNOPSIS
In August 2022, Meshwa Pandya and Tung Nguyen, two interns at the Canadian health care company Miravo
Sa
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.
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OBJECTIVES
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• Understand some of the nuances of the OTC pharmaceutical industry.
So
• Analyze a company’s capabilities and make decisions that leverage those capabilities.
• Identify the competitive advantage of a business.
• Evaluate decisions quantitatively and draw conclusions.
• Create a comprehensive marketing plan with consideration of the target market, price, promotion,
product, and placement.
The Case Solution Starts From page 5
,ASSIGNMENT QUESTIONS
1. Identify the marketing challenge and Miravo’s goals. Are there any constraints to be considered?
2. Evaluate the company’s corporate capabilities.
3. Analyze the external environment. What opportunities and threats is the company facing?
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4. Perform a competitor and consumer analysis. What is the company’s competitive advantage?
5. Create a comprehensive marketing plan for Miravo. Justify your decisions with qualitative and
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quantitative analyses.
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OR
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Assume the role of an external consultant to Pandya and Nguyen and perform whatever analysis you deem
necessary to make a recommendation. Create a comprehensive marketing plan that is fully justified and
supported by your findings.
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tio
lu
So
ANALYSIS
1. Identify the marketing challenge and Miravo’s goals. Are there any constraints to be
considered?
Miravo wants to increase brand awareness of its Resultz product through a targeted marketing campaign
and subsequently boost sales. To achieve a positive and favourable return on investment (ROI), Miravo’s
budget constraint for this initiative is CA$70,000. There is a significant amount of ambiguity with this
The Case Solution Starts From page 5
,2. Evaluate the company’s corporate capabilities.
Finance
Miravo is a multi-million-dollar company that earned $69.4 million in revenue in 2021. Students should
note that this is sizable and that Miravo is not constrained in budget the same way a small business would
be and can therefore pursue higher-priced promotional strategies such as the pharmacist education program.
Considering that Miravo’s commercial business segment continues to grow year over year, the marketing
e
plan for Resultz has the potential to set a precedent for other OTC drug products in the future. Based on the
fact that pharmacists occupy a key role in the buying process, targeting them may be the best way for
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Miravo to achieve its goals.
Marketing
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Sa
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The Case Solution Starts From page 5
, EXHIBIT -1: WEIGHTED AVERAGE UNIT CONTRIBUTION FOR CURRENT DRUGSTORE
DISTRIBUTION
120 ml 240 ml
Manufacturer selling price (CA$) 12.65 24.66
Margin (%) 59.68 64.76
Unit contribution (CA$) 7.55 15.97
Sales weight (%) 50 50
Unit contribution × Sales weight (CA$) 3.78 $7.99
WAUC (CA$) 11.76
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pl
m
Sa
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tio
lu
So
The Case Solution Starts From page 5
CASE STUDY SOLUTION
e
pl
m
SYNOPSIS
In August 2022, Meshwa Pandya and Tung Nguyen, two interns at the Canadian health care company Miravo
Sa
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.
n
tio
OBJECTIVES
lu
• Understand some of the nuances of the OTC pharmaceutical industry.
So
• Analyze a company’s capabilities and make decisions that leverage those capabilities.
• Identify the competitive advantage of a business.
• Evaluate decisions quantitatively and draw conclusions.
• Create a comprehensive marketing plan with consideration of the target market, price, promotion,
product, and placement.
The Case Solution Starts From page 5
,ASSIGNMENT QUESTIONS
1. Identify the marketing challenge and Miravo’s goals. Are there any constraints to be considered?
2. Evaluate the company’s corporate capabilities.
3. Analyze the external environment. What opportunities and threats is the company facing?
e
4. Perform a competitor and consumer analysis. What is the company’s competitive advantage?
5. Create a comprehensive marketing plan for Miravo. Justify your decisions with qualitative and
pl
quantitative analyses.
m
OR
Sa
Assume the role of an external consultant to Pandya and Nguyen and perform whatever analysis you deem
necessary to make a recommendation. Create a comprehensive marketing plan that is fully justified and
supported by your findings.
n
tio
lu
So
ANALYSIS
1. Identify the marketing challenge and Miravo’s goals. Are there any constraints to be
considered?
Miravo wants to increase brand awareness of its Resultz product through a targeted marketing campaign
and subsequently boost sales. To achieve a positive and favourable return on investment (ROI), Miravo’s
budget constraint for this initiative is CA$70,000. There is a significant amount of ambiguity with this
The Case Solution Starts From page 5
,2. Evaluate the company’s corporate capabilities.
Finance
Miravo is a multi-million-dollar company that earned $69.4 million in revenue in 2021. Students should
note that this is sizable and that Miravo is not constrained in budget the same way a small business would
be and can therefore pursue higher-priced promotional strategies such as the pharmacist education program.
Considering that Miravo’s commercial business segment continues to grow year over year, the marketing
e
plan for Resultz has the potential to set a precedent for other OTC drug products in the future. Based on the
fact that pharmacists occupy a key role in the buying process, targeting them may be the best way for
pl
Miravo to achieve its goals.
Marketing
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
, EXHIBIT -1: WEIGHTED AVERAGE UNIT CONTRIBUTION FOR CURRENT DRUGSTORE
DISTRIBUTION
120 ml 240 ml
Manufacturer selling price (CA$) 12.65 24.66
Margin (%) 59.68 64.76
Unit contribution (CA$) 7.55 15.97
Sales weight (%) 50 50
Unit contribution × Sales weight (CA$) 3.78 $7.99
WAUC (CA$) 11.76
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
