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DRCOM for P&G Pharmacy Channel

Account

11/01/2013

Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicolas Sarrasin

DIGICOM TEAM

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Agenda

1. Our M2L solution

2. Go further in your global digital marketing

strategy

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Master to Localization solution

For your Ipad campaign implementation

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Individual projets

Content

Cost

Timing

Heterogeous contents

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Master to LocalizationGlobaly homogeneous - Locally adapted

Content

Cost

Timing

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Success Stories

1 Master6 CountriesOn-going

2 Masters40 Countries6 months

1 Master25 Countries5 months

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Your request

Strategy to implement a new DSA iPad

15 Countries around the world

To present 14 Key products of your portfolio

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•France

•Espagne

• Italie

• Allemagne

• Venezuela

•Brésil

• Portugal

•Grèce

• Pays Bas

•Russie

• Pologne

• Australie

• Inde

• Mexique

• Belgique

Our Solution

1 Master

15 Localization

s

Language

Cultural specificitie

s

Legal features

Brands

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भा�रत

France

Let’s have a look…

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Let’s talk cost effectiveness…Option 1 : Country by Country

TOTAL : 106 400

CREA ANIM STATIC COST1

BRAND: 4*100 6*50 700  n° brands SUBTOTALFrance 12 8400Spain 11 7700Italy 9 6300Germany 11 7700Russia 8 5600Brazil 10 7000Venezuela 11 7700Australia 9 6300India 9 6300Greece 12 8400Netherlands 9 6300Poland 11 7700Portugal 9 6300Belgium 12 8400Mexico 9 6300

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Option 2: M2LLet’s talk cost effectiveness…

MASTER

LOCALIZATIONS

  n° brands COST ADAPT 1 BRAND SUBTOTALFrance 12 308 3696Spain 11 308 3388Italy 9 308 2772Germany 11 308 3388Russia 8 308 2464Brazil 10 308 3080Venezuela 11 308 3388Australia 9 308 2772India 9 308 2772Greece 12 308 3696Netherlands 9 308 2772Poland 11 308 3388Portugal 9 308 2772Belgium 12 308 3696Mexico 9 308 2772

TOTAL : 66 416

TOTAL MASTER: 700*14 9800

TOTAL LOC. 56616

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Timeline

Winter

Janu

ary

01 -

15 F

ebra

ry

15 -

28 F

ebra

ry

01 -

15 M

arch

15 -

31 M

arch

01 -

15 A

pril

15 -

30 A

pril

01 -

15 M

ay

15 -

31 M

ay

01 -

15 Ju

ne

15 -

30 Ju

ne

01 -

15 Ju

ly

15 -

31 Ju

ly

01 -

15 A

ugus

t

15 -

31 A

ugus

t

01 -

15

Sept

embe

r

15 -

30

Sept

embe

r

Oct

ober

│MASTER │LOCALISATIONS │2 TESTS - PILOT COUNTRY │LAUNCHSeminar

Summer

2013F2F Ipad

BriefGlobal Marketing review of the storyboardValidation of modificationsGO for productionFinal approval

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1 :

2 3 4 5&1

2 :3 :4 :5 :

2 3 4 5 Reporting

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Global Digital StrategyMiddle term vision

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Digital multi channel approach

Strategic orientation Implementation of digital marketing

tools

Objectives• Increase sales force effectiveness • Increase sells and turnover by 10

% increasing the sell out in pharmacies

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STRATEGIC ORIENTATION

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Deployment of new digital tools

Opportunity zone:the strongest growth for P&G is taking place in emergent markets (India 10.6% of growth,Brazil…)

Western Europe where market growth remain flat However it is one of the biggest market size value for P&G

Eastern Europe where P&G has a negligeable presence however the Teva/P&G joint venture may change the positioning

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3 Key Localizations

Flat growth market

Opportunity zoneSmall market

region

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Deployment

France

India

Poland

RED Web platformSerious gameIn store tablet

Timeline

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BriefGlobal Marketing review of the storyboardValidation of modificationsGO for productionFinal approval

1

1 :

2 3 4 5&1

2 :3 :4 :5 :

Reporting

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Cost of new tools developement

Creation of the web plateform 1200 K

RED 1700 K

Procter Academy 600 K

In store tablet quiz 3000K

Total=6500 K €

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Do you have any questions?

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P&G ProjectMaster to Localization

ImplementationJanuary 2013

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P&G’s request

Strategy to implement a new DSA iPad

15 Countries around the world

To present 14 Key products of your portfolio

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F2F with Ipad

Web Plateform

REDSerious Game

« Procter Academy »

In-store tablet quiz

The contract with P&G

• Merchandising• Trade• E-learning• Orders

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Project deployment

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Human ResourcesRepartition

1 PM Latina America : Mexique, Venezuela, Brasil in P&G Brazil Subsidiary

1 PM Pacific Asia : India, Australia in P&G India Subsidiary 3 PM Europe (Russia included) in DRCOM Germany, Italy and

France 1 BBC & 3 PM at DRCOM Headquarter

• Internal recruitment 1 Brand Channel Coordinator 3 Project Managers ( 2 FT, 1 PT)

Team of 11 persons

• External recruitment 5 Project Managers 2 Interns

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Intern Costs 1 BBC : 4 000€ / month : 8000*20 = 160 000 €

7 PM FT : 3500€ /month -> 7000€ *7 = 49 000 € * 20 mois = 980 000€

1 PM PT 50% * 2 months : 7 000 € 20% * 18months : 25 200 €

1 digital intern (6 months) : 2000€ *6 = 12 000 €

1 intern (2months) : 1000€ *2 = 2 000 €

Frais annexes (Frais embauche, notes de frais, consommables…) : 100 000 €

Digital creation : 4 000 000 €

TOTAL : 5 286 200 €

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Pricing

Cost : 5 286 200 €

Revenue : 7 000 000 €

BENEFICES : 1 714 000 €

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LET’S GO !!!