Print Ad Dolan by Lourdes Tan

“BRINGS DOWN FEVER FAST!“

Lourdes Tan

January 19, 2010

5 STEPS TO PART 1

① Dolan PTM are pediatricians and parents② Who want a faster acting fever medicine for

children③ Can chose paracetamol④ Gap is paracetamol has been in the market

much longer than ibuprofen⑤ Ibuprofen has 20% market share, but

gaining

1. PRIMARY TARGET MARKET

Pediatricians who will prescribe the ibuprofen and Parents who will self-medicate their children

with ibuprofen … who also want a FASTER anti-pyrectic

effect

2. NEEDS WANTS AND EXPECTATIONS

Need, want and expect the following: 1. Faster effect 2. Longer duration Makes a more convenient

dosing and improves compliance

In addition is cheaper than Tempra (leading brand)

There is a reactive process

(fever) happening to the body

Ibuprofen can PROTECT the

body from high grade fever

(which may be detrimental

to the body)

3. COMPETITORS

Direct: TEMPRA (Paracetamol), generic brands of paracetamol and ibuprofen

Indirect: Cooling patches (Bioflu), Variables: Price, flavours available and

suitability to child’s palate, convenience of use (Form: drops, syrup, tablets. Dosing: Every 8 hours, every 4 hours), availability, brand

POSITION MAPDolan Tempra Other

paracetamol

Other ibuprofen

Antipyretic

Longer Duration of effectivity

Faster onset of effectivity

Lesser side effects

More flavors

Cheaper Php 72.75 Php 85.89 <Php 85 <PHp75

More forms (syrup, drops, tablet)

Has a “Forte” Formulation

4. GAP BETWEEN CUSTOMERS AND COMPETITION

The TEMPRA brand paracetamol has been in the market for >30 years

VERSUS DOLAN brand ibuprofen has only been in the

market for <5 yearsBUT

Ibuprofen, the newer antipyretic available for children, has been known to have a faster and longer duration of efficacy in current evidence-based research

5. DOLAN MARKET SHARE

Dolan (probably) has 20% market share of anti-pyretics for children Quite small because of Tempra’s longer

existence in the market…. Tempra (probably) has 77% market share of

anti-pyretics for children

5 STEPS TO PART 2

⑥ Dolan has a faster effect than paracetamol⑦ More affordable than paracetamol⑧ Pedia conferences, show cases, promotional

events, print ads, tv commercials⑨ Distributed nationwide,⑩ Generic Winning Strategy: “Brings down

fever FAST!”

6A. DOLAN “BRINGS DOWN FEVER FAST!”

Dire

Direct Competitors. TEMPRA.

Indirect Competitors. Cooling Gel Patches.

6B. PRODUCT DESCRIPTION

Dolan drops come in formulations of 100mg/2.5mL in 15mL glass bottles

Dolan suspension come in formulations of 200mg/5mL and 100 mg/5mL in 60mL glass bottles

It is BFAD, DOH approved for children Comes in orange flavour only

7. PRICE

Drops are Php 75 Suspension in Forte formulation is Php 121.5 Suspension in normal formulation is Php

72.75

Prices are 15% cheaper than the leading brand

8A. PROMO

TV commercials Print Ads Public Relations Conferences, Exhibit

Booths in Shopping Malls, Promotional Events, Mascot Interaction

Personal Selling via Med Reps

Creative Magazine Print-Ad Back Cover that when flipped over, can be the Newsweek Cover Page.

Additional page shows scientific evidence of efficacy of Ibuprofen (Dolan) Vs. Paracetamol.

Time of onset of efficacy of medicine, Dolan is faster than Paracetamol

Duration of lowered temperature after 8 hours, Dolan last longer compared to Paracetamol

Side effects are lower in Dolan compared to Paracetamol

DOLAN information kiosks in shopping malls with children’s games. Here in Trinoma in May 2009.

They used a background image of racing which is related to speed, alluding to how Dolan “Brings down Fever FAST.”

Meet and greet, picture taking with Dolan Mascot.

Dolan TV commercial, “Bilis-bisa sa mataas na lagnat ng bata.”

Celebrities for promotional events.

8B. COMPETITOR PROMO

Celebrities for commercials, use of brand for years.

DOLAN VS. PARACETAMOL

Dolan is a relatively newer fever-medicine compared to Paracetamol

Dolan is NEWER and much evidence-based research has shown Dolan to be FASTER at affecting the body temperature and LASTS LONGER when compared to Paracetamol

9. PLACE

Product is available in most leading drug stores, hospitals, generics pharmacies

Nationwide

10. WINNING STRATEGY OF DOLAN

Dolan’s main strategy is to penetrate a larger market share of anti-pyretics for children from birth to age 18 years old.

It is manufactured by Pediatrica, a subsidiary of UNILAB, benefits from the distribution leverage

WINNING STRATEGY

Evidence-based research has shown Dolan to be superior to Paracetamol in terms of (1) FASTER time of onset of efficacy (with in

15 minutes!) (2) Longer duration of effectivity (up to 8

hours) (3) Lesser side effects

It is also more affordable than the leading brand

SUMMARY

① Dolan PTM are pediatricians and parents② Who want a faster acting fever medicine for

children③ Can chose paracetamol④ Gap is paracetamol has been in the market

much longer than ibuprofen⑤ Ibuprofen has 20% market share, but

gaining

SUMMARY

⑥ Dolan has a faster effect than paracetamol⑦ More affordable than paracetamol⑧ Pedia conferences, show cases, promotional

events, print ads, tv commercials⑨ Distributed nationwide,⑩ Generic Winning Strategy: “Brings down

fever FAST!”

“BRINGS DOWN FEVER FAST!“

Lourdes Tan

January 19, 2010