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pharmaceutical product IMC marketing campaign
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ProTeam Egypt
Zithrokan Marketing Campaign Proposal 13.8.2010
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SITUATION ANALYSIS
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Market situation
Primary competition
Heavy secondary competition
Product name complication
Customer behavior
Busy and declining market due to resistance
Well known active ingredient and indications w
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Objective
• Our objective is to create
• Zithrokan Branding
• New product positioning
• Unique selling points
• Increase market share
• Create new tool to memorize Zithrokan name.
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ACTION PLAN
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Zithrokan Campaign
Branding
Positioning
Brand graving
Competition shift
Indication hammering
• It is a two year campaign.
• Campaign preparation should be fully planed and designed.
• Customized sales force training programs for maximum implementation.
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Action Plan
12 month plan
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1 2 3 4 5 6 7 8 9 10 11 12
Branding
Positioning
Brand graving
CS CS
1. Branding
2. Positioning
3. Brand graving
4. Competition shift
5. Indication hammering
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Agenda
1. BRANDING
Zithrokan brand name ww
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1. Branding
Zithrokan,, THE BRAND
• Brand name
• Indications
• Target segments
• USPs
• Compatibility .
Items
• New Iconic
• None drop brochure
• The ½ flyer
• GP education materials
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Iconic,, brand name
• Why Iconic
• Help in brand name reminding
• Force reader to read it as Zithrokan
• Reflect indication
• Used as advertising tool and material
We are hammering on the sub- conscious .
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• Iconic element
• Represent product name
• Reflect indication
• Catchy
• Simple and new
Pack
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ZithroKan
People read only the small words.. Or the read the 1st part, and complete the rest from the sub-conscious (always the big brands)…
Iconic
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None drop brochure
Why non-drop
• Concentrate production budget
• Doctors mainly don’t save the brochure (we will use • the ½ flyer and
• education materials or
• block-note,
• costars ,
• patent card ,
• leather agenda
• Cost ineffective
content
• The scientific materials
• Efficacy
• Compliance • The number 3 factor
• Chest infections • New way for delivering infection
message
• Safety
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½ flyer
• Each one contain one message only
• Materials will reflect product image
• Simple and one message content
• Describe patient profile, multiple doses complication.
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½ flyer
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½ flyer
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Education - Chest infection
• GP are mainly fresh graduated doctors.
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2. POSITIONING
Battle of your mind ww
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2. Positioning
• Focus on Patent profile
• Personalize patient situation
• Motivated by emotional and real life situations
• Create a local and Egyptian atmosphere between Doctors and the product
• Let them say “NOW YOU CAN”
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Gimmicks
• costars
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Gimmicks
• Block-Notes
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COMPETITIVE SHIFT
Gain more market share ww
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Objective
• Our objective in this phase to elevate our market share..
• Use powerful USPs
• Hit on competitors week points,, convert them to our strong point
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Competition
Competition
Primary Secondary
The big 5 New
generations
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The Primary competition
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• Three steps:
1. Select the big name
2. Crack the big name
3. The Swiss watch campaign
The big 5
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• Two steps:
• Select the big name
• Crack the big name
• Hit hard from the start campaign
The New generation
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• Some say “Zithrokan develop resistance”
• We say, “they only need to make money,, we own RTI market ,, safe and effective ”
INDICATION HAMMERING
Back from the start ww
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MARKET SHARE AND SUSTAINED CAMPAIGN
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Thanks ProTeam Egypt
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Contact us
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• Address : 34A, El-Hegaz St., Heliopolis, Cairo, Egypt
Also you can visit our website:
www.proteamegypt.com/home
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