Introduction

The thesis is an essential part of the IPMI Magister Manajemen Program that all students must undertake this as a part of the end-of-the two year course for the graduate Magister Management program. The objectives of thesis are to exercise the application of some concepts learned in the program, to analyzing and translating static data, to foster teamwork and also to requirement, IPMI student did a market study on GlaxoSmithKline - vaccine division.

From GlaxoSmithKline, it was known that despite the high disease burden of cervical cancer in Indonesia and aggresive educational campaign since the last 2 years, the number of women who take action to consult to doctors for cervical cancer prevention is relatively minimal. Based on preliminary market survey which is done by GlaxoSmithKline, the lack of self-relevance and sense of urgency were the key issues regardless of the high level of consumers' awareness about the disease.

The objective of the study is to understand in-dpeth insight from consumer point of view on cervical cancer, specifically their self relevance and level of urgency to take action. The study will also determine effectiveness of current marketing campaign. The writer will recommend a new marketing strategy/new campaign that can tackle the issues of self-relevance and sense of urgency among target segments.



Methods

The study was using two kinds of research methodologies :

1. Qualitative research, by conducting in-depth interview with two different kinds of respondents:

1. Consumers: grouped by 3 age range, which each group have 6 respondents

b. Mediary: which represented by specialist doctors (SpOg), with total respondents are 5 doctors



The result from qualitative research wil be used for the basis to form the questionnaire for quantitative research (field survey0

2. Quantitative research, by conducting Field Survey, with total respondents are 120 woman in random age range.



Result

Research result indicated that most women are still having a low level of health consciousness and really concerned about health care costs since the vaccination is not covered by health insurance. For married women, low level of health consciousness, cost, fear, and embarrassment were identified as the top barrier to do the screening (Pap smear) before taking a vaccination.



Conclusion

Understanding the reasons why women do not take action to do any prevention for cervical cancer, writers believe that marketing campaign through office-to-office and social networking (with celebrity as the icon) could be the most effective way to influence people to take the vaccination.



Research Location : GlaxoSmithKline



Confidential until 2013.