Digital week presentation for P&G
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Transcript of Digital week presentation for P&G
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DRCOM for P&G Pharmacy Channel
Account
11/01/2013
Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicolas Sarrasin
DIGICOM TEAM
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Agenda
1. Our M2L solution
2. Go further in your global digital marketing
strategy
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Master to Localization solution
For your Ipad campaign implementation
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Individual projets
Content
Cost
Timing
Heterogeous contents
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Master to LocalizationGlobaly homogeneous - Locally adapted
Content
Cost
Timing
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Success Stories
1 Master6 CountriesOn-going
2 Masters40 Countries6 months
1 Master25 Countries5 months
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Your request
Strategy to implement a new DSA iPad
15 Countries around the world
To present 14 Key products of your portfolio
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•France
•Espagne
• Italie
• Allemagne
• Venezuela
•Brésil
• Portugal
•Grèce
• Pays Bas
•Russie
• Pologne
• Australie
• Inde
• Mexique
• Belgique
Our Solution
1 Master
15 Localization
s
Language
Cultural specificitie
s
Legal features
Brands
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भा�रत
France
Let’s have a look…
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Let’s talk cost effectiveness…Option 1 : Country by Country
TOTAL : 106 400
CREA ANIM STATIC COST1
BRAND: 4*100 6*50 700 n° brands SUBTOTALFrance 12 8400Spain 11 7700Italy 9 6300Germany 11 7700Russia 8 5600Brazil 10 7000Venezuela 11 7700Australia 9 6300India 9 6300Greece 12 8400Netherlands 9 6300Poland 11 7700Portugal 9 6300Belgium 12 8400Mexico 9 6300
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Option 2: M2LLet’s talk cost effectiveness…
MASTER
LOCALIZATIONS
n° brands COST ADAPT 1 BRAND SUBTOTALFrance 12 308 3696Spain 11 308 3388Italy 9 308 2772Germany 11 308 3388Russia 8 308 2464Brazil 10 308 3080Venezuela 11 308 3388Australia 9 308 2772India 9 308 2772Greece 12 308 3696Netherlands 9 308 2772Poland 11 308 3388Portugal 9 308 2772Belgium 12 308 3696Mexico 9 308 2772
TOTAL : 66 416
TOTAL MASTER: 700*14 9800
TOTAL LOC. 56616
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Timeline
Winter
Janu
ary
01 -
15 F
ebra
ry
15 -
28 F
ebra
ry
01 -
15 M
arch
15 -
31 M
arch
01 -
15 A
pril
15 -
30 A
pril
01 -
15 M
ay
15 -
31 M
ay
01 -
15 Ju
ne
15 -
30 Ju
ne
01 -
15 Ju
ly
15 -
31 Ju
ly
01 -
15 A
ugus
t
15 -
31 A
ugus
t
01 -
15
Sept
embe
r
15 -
30
Sept
embe
r
Oct
ober
│MASTER │LOCALISATIONS │2 TESTS - PILOT COUNTRY │LAUNCHSeminar
Summer
2013F2F Ipad
BriefGlobal Marketing review of the storyboardValidation of modificationsGO for productionFinal approval
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1 :
2 3 4 5&1
2 :3 :4 :5 :
2 3 4 5 Reporting
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Global Digital StrategyMiddle term vision
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Digital multi channel approach
Strategic orientation Implementation of digital marketing
tools
Objectives• Increase sales force effectiveness • Increase sells and turnover by 10
% increasing the sell out in pharmacies
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STRATEGIC ORIENTATION
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Deployment of new digital tools
Opportunity zone:the strongest growth for P&G is taking place in emergent markets (India 10.6% of growth,Brazil…)
Western Europe where market growth remain flat However it is one of the biggest market size value for P&G
Eastern Europe where P&G has a negligeable presence however the Teva/P&G joint venture may change the positioning
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3 Key Localizations
Flat growth market
Opportunity zoneSmall market
region
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Deployment
France
India
Poland
RED Web platformSerious gameIn store tablet
Timeline
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BriefGlobal Marketing review of the storyboardValidation of modificationsGO for productionFinal approval
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1 :
2 3 4 5&1
2 :3 :4 :5 :
Reporting
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Cost of new tools developement
Creation of the web plateform 1200 K
RED 1700 K
Procter Academy 600 K
In store tablet quiz 3000K
Total=6500 K €
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Do you have any questions?
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P&G ProjectMaster to Localization
ImplementationJanuary 2013
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P&G’s request
Strategy to implement a new DSA iPad
15 Countries around the world
To present 14 Key products of your portfolio
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F2F with Ipad
Web Plateform
REDSerious Game
« Procter Academy »
In-store tablet quiz
The contract with P&G
• Merchandising• Trade• E-learning• Orders
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Project deployment
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Human ResourcesRepartition
1 PM Latina America : Mexique, Venezuela, Brasil in P&G Brazil Subsidiary
1 PM Pacific Asia : India, Australia in P&G India Subsidiary 3 PM Europe (Russia included) in DRCOM Germany, Italy and
France 1 BBC & 3 PM at DRCOM Headquarter
• Internal recruitment 1 Brand Channel Coordinator 3 Project Managers ( 2 FT, 1 PT)
Team of 11 persons
• External recruitment 5 Project Managers 2 Interns
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Intern Costs 1 BBC : 4 000€ / month : 8000*20 = 160 000 €
7 PM FT : 3500€ /month -> 7000€ *7 = 49 000 € * 20 mois = 980 000€
1 PM PT 50% * 2 months : 7 000 € 20% * 18months : 25 200 €
1 digital intern (6 months) : 2000€ *6 = 12 000 €
1 intern (2months) : 1000€ *2 = 2 000 €
Frais annexes (Frais embauche, notes de frais, consommables…) : 100 000 €
Digital creation : 4 000 000 €
TOTAL : 5 286 200 €
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Pricing
Cost : 5 286 200 €
Revenue : 7 000 000 €
BENEFICES : 1 714 000 €
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LET’S GO !!!