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

महि�न्या�च्या� दिवसा�ना� का� घा�बरा�याचे�?जे�व्�� ��पी� डे�झ व�पीरा�याचे�

HappyDays Tablets

अब इस्ते�म�ल का!जिजेए �$प्पी�डे�ज़औरा भू)ल जे�इए पी�नाफु+ ल डे�ज़

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