ECCO India Case Study - GSK Pharma

8/7/2019 ECCO India Case Study - GSK Pharma

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2001, ECCO International Public Relations Ltd.

CategoryCategory :: Pharmaceutical & Healthcare; Banking/Insurance/FinancialPharmaceutical & Healthcare; Banking/Insurance/Financial

ClientClient :: GlaxoSmithKline Pharmaceuticals Ltd. (GSK India)GlaxoSmithKline Pharmaceuticals Ltd. (GSK India)

ProjectProject :: Bringing back the shine to GlaxoSmithKlineBringing back the shine to GlaxoSmithKline

PeriodPeriod :: 2004 to 20072004 to 2007

ECCO INDIAECCO INDIA CASE STUDYCASE STUDY


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ECCO INDIA Case Study Bringing back the shine to GlaxoSmithKlineBringing back the shine to GlaxoSmithKline

GlaxoSmithKline Pharmaceuticals Ltd. (GSK India)GlaxoSmithKline Pharmaceuticals Ltd. (GSK India) GSK India is the Indian subsidiary of GSK plc., the globalGSK India is the Indian subsidiary of GSK plc., the global

pharmaceutical giantpharmaceutical giant

In recent years, GSK India has been facing mounting pressures causedIn recent years, GSK India has been facing mounting pressures causedby mergers, closures of several plants in India, competition fromby mergers, closures of several plants in India, competition from

Indian generic manufacturers, etc.Indian generic manufacturers, etc. GSK Indias share price languished and the company was criticised forGSK Indias share price languished and the company was criticised for

lack of focuslack of focus

The objective was to position GSK India as a revitalised company thatThe objective was to position GSK India as a revitalised company thathad the ability to tackle difficult situations and emerge a winnerhad the ability to tackle difficult situations and emerge a winner


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ChallengesChallenges To change media perception that GSK India is going from one setbackTo change media perception that GSK India is going from one setback

to anotherto another

To build a strong foundation for understanding the rationale and fullTo build a strong foundation for understanding the rationale and fullbreadth of GSK Indias restructuring programme, the expectedbreadth of GSK Indias restructuring programme, the expected

outcomes and the strength of their product portfoliooutcomes and the strength of their product portfolio To redirect media/analyst focusTo redirect media/analyst focus from surface symptoms (negative)from surface symptoms (negative)

to underlying causes and remedies (positive)to underlying causes and remedies (positive)

To reTo re--establish GSK Indias position as the No.1 pharmaceuticalestablish GSK Indias position as the No.1 pharmaceuticalcompany in Indiacompany in India


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StrategyStrategy Draw up an integrated communications plan for the media and theDraw up an integrated communications plan for the media and the

analyst communitiesanalyst communities

To Capitalise on the considerable equity of the GSK brand and secureTo Capitalise on the considerable equity of the GSK brand and secureunderstanding for its restructuring exercise by building on Companysunderstanding for its restructuring exercise by building on Companys

reputation for technological innovation and integrityreputation for technological innovation and integrity


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TacticsTactics Agency leveraged it strong media/analyst relationships to build aAgency leveraged it strong media/analyst relationships to build a

strong foundation of understanding rather than secure intermittentstrong foundation of understanding rather than secure intermittentcoveragecoverage

Once the cognitive platform was in place, it provided the context forOnce the cognitive platform was in place, it provided the context for

media coverage, opportunities for which were identified and pursuedmedia coverage, opportunities for which were identified and pursued(on an average two story ideas were pitched every month)(on an average two story ideas were pitched every month)

Scope of story ideas widened to address industry wide issues likeScope of story ideas widened to address industry wide issues likeproductproduct--patent regime, molecular development process, advances inpatent regime, molecular development process, advances invarious therapeutic areasvarious therapeutic areas


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TacticsTactics Presentations to target media and analystsPresentations to target media and analysts

Extensive media/analyst contact programme with series ofExtensive media/analyst contact programme with series ofconferences in various cities, facility visits, interviews with CEO andconferences in various cities, facility visits, interviews with CEO andvisiting experts, etc.visiting experts, etc.

Video conferencing with GSK International heads in the UK andVideo conferencing with GSK International heads in the UK andBelgiumBelgium


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ResultsResults Media relations activities resulted in extensive coverage in over 100Media relations activities resulted in extensive coverage in over 100

newspapers, magazines, TV and online outletsnewspapers, magazines, TV and online outlets

During the period September 2004 to July 2005, the campaignDuring the period September 2004 to July 2005, the campaigngenerated over 500 million print impressions and more than 60 TVgenerated over 500 million print impressions and more than 60 TV

interview/items with a reach of over 150 million and advertisinginterview/items with a reach of over 150 million and advertisingvalue equivalence of over US$ 6 millionvalue equivalence of over US$ 6 million

Several leading broking houses and institutions came out withSeveral leading broking houses and institutions came out withresearch reports with a strong buy recommendation for Companysresearch reports with a strong buy recommendation for Companyssharesshares


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ResultsResults The media relations programme resulted in multipleThe media relations programme resulted in multiple

page cover story in Business India, the countrys leading businesspage cover story in Business India, the countrys leading businessmagazinemagazine

As a result of better understanding of Companys initiatives andAs a result of better understanding of Companys initiatives and

growth plans, GSK Indias shares weregrowth plans, GSK Indias shares wererere--rated by the market and share price increasedrated by the market and share price increasedfrom US$ 13.63 in September 2004 to US$ 20.45 infrom US$ 13.63 in September 2004 to US$ 20.45 inAugust 2005.August 2005.


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ResultsResults


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ResultsResults


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ResultsResults

ECCO India Case Study - GSK Pharma

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