Pharma advertising
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Transcript of Pharma advertising
Advertising Plan for OTC
Presented By:-
Sanket Patel
Dr. Brijesh Patel
Manthan Vora
Devendra Pandey
Dr. Shahid Hasan
Rohan Desai
Mitul Patel
Flow Of Presentation
Introduction Of OTC Market Prelaunch Activity Mission Money Market Analysis Message & Marketing Media Measurement
What are the otc drugs?
Mass AdvertisedMass Advertised
DeemedDeemed
OTC-XOTC-X
GenericsGenerics
True OTC ProductsTrue OTC Products
Allowed OTC But Promoted Through
Doctors
Allowed OTC But Promoted Through
Doctors
Schedule H Drugs with high
consumer pull. Sold W/O Rx
Schedule H Drugs with high
consumer pull. Sold W/O Rx
Product With High Retailer Push. Sold
Without Prescription
Product With High Retailer Push. Sold
Without Prescription
Moov,Vicks,Crocin
Moov,Vicks,Crocin
Digene,Becosules
Digene,Becosules
Combiflam,Brufen,Voveran
Combiflam,Brufen,Voveran
Paracetamol
Paracetamol
Do Nothing(9%)Do Nothing(9%)Self
Medicate(23%)Self
Medicate(23%)Go To
Chemist(44%)Go To
Chemist(44%)Go To
Doctor(24%)Go To
Doctor(24%)
SOURCE: Euromonitor Report 2008 CAGR(08/04): 8.5%
SOURCE: Euromonitor Report 2008
Indian OTC Market 2008Indian OTC Market 2008Category wise Market shareCategory wise Market share
Sourse: ORG IMS 2008
PRELAUNCH ACTIVITIES
Which segment do we target?
Me too or new segment?
Same positioning or Different positioning ?
Doctor’s Review
Women prefer to ask about menstrual pain.Symptoms- Lower back pain,
Leg pain,Associated Headache,mild Fever,Anxiety
Preferable Medicine-Diclofenec Sodium,Ibuprofen,Neproxen,Smooth Muscle Relaxant
From Pain ……..…..to No Pain
HAPPY DAYS
The Durable pain reliever ……………everNo more Painful Days ever….HAPPY DAYS Comes forever•Sustained Release tablets. •Absorbed rapidly and almost completely from the gastro-intestinal tract.•Ensures Durable action.•Better patient compliance.
PRODUCT INFORMATION
Sustained Release Tablet
STRIP OF TWO TABSDOSAGE: 1 ODPRICE: Rs. 10
MISSION STATEMENT
• To alleviate pain and improving women's life
OBJECTIVES
• To introduce for the first time a product in the market which will give relief from menstrual pain.
Consumer point of viewNo need of consultation with gynaecologist
Easy to purchase without prescription.
Company point of viewMore revenue as product is out of DPCO(OTC).
CONTD…..
To spread awareness among masses about such condition, so that they can easily understand that this problem can be cured by an OTC product.
Improvement in the lifestyle of women.To enter a new market and to attract a new
group of customers.
MONEY
• Advertising budget- Cost or Investment ?
HOW MUCH TO SPEND ?
HIGH
A B C
Promotional SpendingLOW HIGH
Sales
BUDGETING METHOD
Percent-of-Sales Budgeting :
Based on sales forecast, for that we need to know
1.Projected units sales
2.NIR
TARGETING
Population Data Source:- Census of India (2009 est)
Target Market = 7 % of Indian women.
PRICING
Cost of production ( Factory Cost) 1.5 Rs./strip
Selling & Dist, Admin, Int. & tax 3 Rs./strip
PAT (Profit after Tax) 2.5 Rs./Strip
Wholesaler 1 Rs./strip
Retailer 2 Rs./strip
M.R.P 10 Rs./strip
So, NIR = 7 Rs.
PROJECTED UNITS/month 40.7 mn
* NIR * 7 Rs
= TOTAL SALES VALUE = 284.9 mn
-- COGS -- 61.05 mn
= CONTRIBUTION MARGIN-1 =223.85 mn
-- COFS, SPE*, LOGISTICS, ISS --85.47mn
= CONTRIBUTION MARGIN-2 =138.38 mn
-- ADMIN COST -- 6.105 mn
= EBIT = 132.27 mn
-- INTEREST & TAX -- 39.75 mn
= PROFIT AFTER TAX =92.52 mn
*Sales promotional expence ( Ad budget ) :- 25 % of total Value of sales i.e 71.22mn
INR
MARKET ANALYSIS
PRETESTING METHODS
1.Consumer Feedback Method
2.Portfolio Tests
3.Laboratory Tests
Interpretation Of Consumer About Advertisement
FINDINGS
1.Majority of our consumers saying that this advertisement has executed the message of Pain Relief for menstrual pain.
2.Majority of the population has told that this advertisement is informative.
3.The 27% of population is agree that this advertisement will influence them to take action and 20% of population is strongly agree to undertake the action.
4. The 56.67% of population is suggesting that there is no need to any change.
FINDINGS1.The 36.66% of population have experienced pain with Menstrual Cycle and 30% of population was saying that there is pain but sometimes.
2. The 60% of population was not consulted the Gynaecologist and rest of them was consulted the Gynaecologist. 3. The 67% of population saying that Doctors prescribing the tablet and 26.67% of population saying that Doctors prescribing the Injection.
4. Majority of the population uses allopathic drugs for such condition.
5. Majority of consumers will purchase such kind of OTC Product if a pharmaceutical company launch.
Market Analysis Of Consumers About Product
Marketing
Branding
Application of marketing techniques to a specific product, Product line.
A Good Brand Name should be-
• be easy to pronounce.
• be easy to remember.
• be easy to recognize.
• be easy to translate
HappyDays Tablets
The Durable Pain reliever ……………
ever Now no more Painful Days
Sustained Release Tablets. Ensures Durable Relief Better patient compliance Menstrual Pain Associated Headache Associated pain
ABOUT ADVERTISEMENT
Brand Positioning Target Customers
USP Benefits
HappyDaysTablets
Tablet For Durable Menstrual pain Relief.
Females Between the age of 14-45
First Pain reliever forPain associated with Menstrual Cycle.
Pain Associated with Menstrual Cycle.
Market
What does the market look like?
What is the size of the market.
Forecast based on facts.
Changed mind of Indian Consumer
About Advertisement & services
• Customer Pain What problem does our idea solve?
• What is new about our idea?
• How far have we come?
• What can we offer of value to the customers?
COMPETITIONNo Any Competition As we are First............
Top Manufacturers of Diclofenac Sodium Tablets
• Strengths and weaknesses of competitors?
UniChem Labs
Novartis
Wings
Lupin
Has Your Period’s Pain Ever Got You into Trouble ?
WANT REVENGE ?
HappyDays S.R. Tablets No More Painful Days
Use HappyDays
HappyDays Tablets
The Durable pain reliever........ever
Now Painful periods never.......never
HappyDays Tablets
Use Tablet…… HappyDays
Say no to ……..Painful days
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HappyDays Tablets
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Deciding on the Media
• It involves three steps
a) Deciding on Reach, Frequency and Impact
b) Choosing among major media types.
c) Selecting specific Media Vehicle.
Deciding on the Media
a) Deciding on Reach, Frequency and Impact: It involves most cost effective media to deliver the desired number of exposures to the target audience.
• Reach
• Frequency
• Impact
Reach of Media• The best media to reach the customer is the television.
• TRP of various channels.
Deciding on the Mediab) Choosing among major media types: The
important variables here are• Target audience media habits
• Product
• Message
• Cost.
Deciding on the Media Cont…
c) Selecting Specific Media Vehicle: Audience size has several possible measures..
• Circulation
• Audience
• Effective audience: Target audience.
• Effective ad exposed audience.
TOTAL MEDIA BUDGET
Media Charges /month in Rs
Electronic Media 5,76,00000/-
Print Media(Newspapers) 76,35,000/-
Print Media(Magazines) 3,32,000/-
Outdoor Media(Trains) 6,84,000/-
Outdoor Media(Bus Panels) 34,90,000/-
Outdoor Media(Bus Hoardings) 14,84,000/-
TOTAL 7,12,25,000
ELECTRONIC MEDIA Name of channel
Timings
in pm
Rates for
20Sec
Ads/week No. of month/s
Amount (Rs)
Star Plus 9.30-10 6,00,000 8 1 1,92,00,000
Colors 8-8.30 3,00,000 8 1 96,00,000
Zee 9.30-10 3,00,000 8 1 96,00,000
Star Plus 9-9.30 6,00,000 8 1 1,92,00,000
TOTAL 5,76,00,000
PRINT MEDIAName of Paper
Rate/sq cm
(Rs.)
No of Exposures/month
No. of month/s
Amount/20 sq cm
(Rs)
TOI 3240 25 1 16,20,000
Midday 255 15 1 76,500
Sakaal 775 25 1 3,87,500
Lokmat 1050 20 1 4,20,000
Gujarat Samachar
3000 25 1 15,00,000
Rajasthan Patrika
625 20 1 2,50,000
Name of Paper
Rate/sq cm (Rs)
No of Exposures/month
No of month/s
Amount/20 sq cm
(Rs.)
Dainik Jagaran
1818 25 1 9,13,000
Dainik Bhaskar
1645 20 1 6,58,000
Statesman 330 20 1 1,32,000
The Hindu 1025 20 1 4,10,000
Indian Express
770 20 1 3,18,000
HT 1900 25 1 9,50,000
TOTAL 76,35,000
Bus Stand HoardingsLocation Size Rent/month
(Rs)
No. of bus stand
Amount
(Rs)
Punjab 20ʹ×10ʹ 400 235 94,000
Uttaranchal 20ʹ×10ʹ 950 200 1,90,000
Kerala 20ʹ×10ʹ 1200 120 1,44,000
Rajasthan 20ʹ×10ʹ 400 120 4,80,000
Gujarat 20ʹ×10ʹ 2400 120 2,88,000
Maharashtra 20ʹ×10ʹ 2400 120 2,88,000
TOTAL 14,84,000
Bus PanelName of State/City
Size(in inches/cm)
Rate in Rs/-
No of Buses
No of months
Amount
(Rs.)
Bangalore 40ʺ×32ʺ 615 200 1 1,23,000
Hyderabad 40ʺ×32ʺ 1390 200 1 2,78,000
Maharashtra
4.5ʹ×2.5ʹ 3300 200 1 2,78,000
Mumbai (BEST)
88ʺ×24ʺ 1050 200 1 6,60,000
Madhya Pradesh
88ʺ×24ʺ 2000 200 1 2,10,000
Ahemdabad
4ʹ×3ʹ 1200 200 1 3,38,000
Bus PanelName of State/City
Size Rate in Rs/-
No of Buses
No of months
Amount
(Rs.)
Chennai 4ʹ×3ʹ 1200 200 1 2,40,000
UP 3ʹ×2ʹ 620 200 1 1,24,000
Kolkata 7ʹ×3ʹ 1175 200 1 2,35,000
South Bengal
4ʹ×3ʹ 570 200 1 1,14,000
Gujarat 4ʹ×3ʹ 660 200 1 1,32,000
Kerala 88ʺ×24ʺ 1050 200 1 2,10,000
Bus PanelName of State/City
Size Rate in Rs/-
No of Buses
No of months
Amount
(Rs.)
Tamil Nadu
7ʹ×3ʹ 620 200 1 1,24,000
Andhra Pradesh
7ʹ×3ʹ 700 200 1 1,40,000
Punjab 40ʺ×32ʺ 640 200 1 1,28,000
Jaipur 7ʹ×3ʹ 1390 200 1 2,78,000
TOTAL 34,90,000
Print Media(Magazines) Double Spread- Rs. 2,42,000/- per month Island- Rs. 90,000/- per monthTOTAL cost- Rs. 3,32,000/- per month
Outdoor MediaRailways Panel- Rs. 6,84,000/- per month
Measurement(Post Launch Measurement)
• Consumer Analysis
• Retailers Analysis
• Advertisement Effectiveness Analysis
SPECIAL THANKS TO
-Mr. Navneet Modi
Director,Tripada Healthcare , Ahmedabad
-Mr. Ashvin Gandhi
Paras Pharmaceutical ( I ) Ltd., Ahmedabad
-Dr. Dilip Moradia
Polymorphs Laboratories, Bhavnagar