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Campaign Planning1

Campaign Planning1

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Published by Darshan Shah

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Published by: Darshan Shah on Nov 05, 2011
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05/12/2014

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Cumpuign PIunning Progect

Þro[ect by ťŴ
1Ŧ urvesh 8haLL
2Ŧ karan Shah
3Ŧ 8lcha uua
4Ŧ 1rupLl kale
3Ŧ uarshan Shah
6Ŧ namraLa Shanbhag
o|| NoŦ
07
10
13
21
43
46
-out RoII On
lfe can be a pressure cookerŦ And when lL lsţ
someLlmes your forehead LlghLens and
dlscomforL seLs lnŦ
Soţ here we come wlLh our producL
ene|f N
1C healLhcare producLs caLegory was valued
aL ln8437Ŧ3m ($10Ŧ1m) ln 2009ţ represenLlng a
CAC8 of 7Ŧ7Ʒ slnce 2004Ŧ
8y Lhe end of 2014ţ oLher 1C healLhcare
producLs caLegory wlll be worLh ln8363m
($12Ŧ9m)ţ wlLh an expecLed CAC8 of 3Ŧ2Ʒ
beLween 2009 and 2014Ŧ
Clpla Ld ls Lhe markeL leader wlLh a 12Ŧ9Ʒ
share of Lhe markeLŦ
urket History
As per a reporL by lMS PealLh lndlaţ Lhe lndlan
pharmaceuLlcal markeL reached uS$ 10Ŧ04
bllllon ln slze ln !uly 2010Ŧ
A hlghly organlzed secLorţ Lhe lndlan Þharma
lndusLry ls esLlmaLed Lo be worLh $ 4Ŧ3 bllllonţ
growlng aL abouL 8 Lo 9 percenL annuallyŦ
W 1C has changed ln Lerms of Lechnologyţ
drugsţ quallLyţ lngredlenLs and range of
medlclnes manufacLured Ŧ
1C plays key role ln promoLlng and susLalnlng developmenL ln Lhe vlLal fleld of medlclnesŦ
Chunge in Trends
W rom slmple headache pllls Lo sophlsLlcaLed
anLlbloLlcs and complex cardlac compoundsţ
almosL every Lype of medlclne ls now made
lndlgenouslyŦ
ln Lhe domesLlc markeLţ Clpla reLalned lLs
leadershlp poslLlon wlLh 3Ŧ27 per cenL shareŦ
8anbaxy followed nexLŦ 1he hlghesL growLh
was for Manklnd Þharma (37Ŧ2Ʒ)Ŧ
ther Compet|tors
* Sun Þharma * AbboLL (23Ʒ) * Zydus Cadlla (24Ŧ1Ʒ)
* Alkem aboraLorles * Þflzer (23Ŧ6 Ʒ) * CSk lndla (19Ʒ)
* Þlramal PealLhcare * upln (18Ŧ8 Ʒ)
Competitors
@he threat from subst|tute products
depends onť
W 1he exlsLence of close subsLlLuLes
W SwlLchlng cosLs
W Þercelved level of producL dlfferenLlaLlon
W 8uyer's propenslLy Lo subsLlLuLes
$u-stitute nuIysis
trengthsť
1Ŧ 8eachlng mlddle class ln fasL changlng llfesLyles ln urbanŦ
2Ŧ 1he 1C ls growlng rapldly aL Lhe raLe of 12Ʒ annuallyţ and so ls Lhe raLe of
prospecL buyersţ Lhus wldenlng Lhe markeL each slngle dayŦ
Weaknessesť
1Ŧ 1C sLlll has hurdles ln reachlng rural markeL and Lhus flrmlng lLs grlpŦ
2Ŧ 1C producLs sLlll need awareness as people Loday also prefer prescrlbed
medlclnes over 1C Ŧ
pportun|t|esť
1Ŧ unLapped rural markeL opens up Lhe doors for beLLer scopeŦ
2Ŧ AvallablllLy wlLhouL prescrlpLlon helps Lo aLLaln qulcker rellefŦ
@hreatsť
1Ŧ Lasy swlLch over Lo prescrlbed medlclne plllsŦ
2Ŧ AvallablllLy of a varleLy of subsLlLuLe producLsŦ
$OT nuIysis
$eneif RoII On

Þrob|em ť
lŦ ess awareness abouL 8oll n as an 1C producLŦ
llŦ Lasy swlLch over Lo subsLlLuLe medlclnesŦ
lllŦ SLlff compeLlLlon of already esLabllshed 8oll n'sŦ
b[ect|ves ť
lŦ 1o creaLe awareness abouL Senelf 8oll n as an 1C
producL as 1C producL need noL be prescrlbed
llŦ 1o reach Lhe rural markeLŦ
lllŦ 1o esLabllsh Senelf as a key player ln Lhe roll on caLegoryŦ
lvŦ 1o creaLe Lop of Lhe head recall valueŦ
O-gectives & Pro-Iems
of $eneif RoII on
egment|ngť
1Ŧ MeLro's ţ Seml Ŷ urban and Small 1ownsŦ
2Ŧ All cllmaLlcally challenged reglonsŦ
@arget|ngť
1Ŧ All age group ţ 12 years and aboveŦ
2Ŧ Servlce class Ŧ
Þos|t|on|ngť
1Ŧ AromaLlc LherapyŦ
2Ŧ 1o creaLe a hlgh degree 1op of Lhe mlnd recallŦ
$egmenting ¸Turgeting¸ Positioning
Calendar
Communicution TooIs
dvert|sements
Þersona| e|||ng
a|es Þromot|on
Þub||c e|at|ons
D|g|ta|
vents Undertuken
Þromot|on at @raff|c |gna| Iunct|ons ť
W A speclal booLh ls Lo be erecLed on roads Lo demonsLraLe Lhe producL
W 1le up wlLh 81 Lo promoLe Lhe producL along wlLh 81 offlcers
@ uses ť
W A speclal vldeo Lo be released on 8LS1 1v Lo promoLe Lhe producL along
wlLh Lhe evenL of maklng Lhe bus drlver he wear 1 Ŷ ShlrLs of Lhe brand
name
vents Undertuken
Þromot|on outs|de tock change ť
W 1o demonsLraLe Lhe producL Lo all posslble people worklng ouL ln sLock premlses as Lo
relleve Lhem of Lhe ever lasLlng problem of Lhe headacheŦ
@o set up road shows outs|de D|spensar|esť
W Lo seL up an evenL ouLslde dlspensarles Lo show Lhe usefulness of Lhe 8oll n and also Lo
help all Lhe ÞaLlenLs relaLlves heal ouL of Lenslons and probable headache of Lhe paLlenLs
vents Undertuken
sma|| one day camp |n schoo|s]co||egesť
W 1o conducL a free LesLlng of Lhe producL so as Lo relleve Lhe klds of Lhe headache due
Lo Lhe pressures of Lhe exams Lo be conducLedŦ
@o undertake a camp |n rura| areasť
W 1o demonsLraLe Lhe producL ln rural areas durlng a 5obho/Ponchoyot so as
Lell Lhem Lhe usefulness of Lhe producL and also educaLe Lhem Lowards lLs
usesŦ
lnnovaLlve AdverLlslng
Pu-Iic ReIutions
W rganlze a tress e||ef @herapy on Wor|d nea|th Day for a known company under
Lhe guldellnes of professlonal docLorsţ and work ouL a sLory ln leadlng newspapersŦ
W Je creaLe a medla byLe based on Lhe evenL conducLed ouLslde SLock MarkeL and
o|| n a sLoryŦ
W ÞroducL revlew's ln PealLhcare magazlnesŦ
lnnovaLlve AdverLlslng
igituI
Webs|tesť
1Ŧ Þop Ŷ up Jlndowsţ eader boardţ adverLlsemenLs on Lop 3 SLock MarkeLs web
pages
2Ŧ nllne ulspensarles and ChemlsL's webslLeŦ
3Ŧ Medl Ŵ Clalm webslLes
D|rect Ma||ersť
1Ŧ 1le up wlLh !usL ulal Lo send dlrecL malls Lo all uocLors and ÞharmaclsLŦ
2Ŧ SMS campalgnŦ
Creutive $trutegy
vlslLlng Card
MascoL and ÞroducL
ÞrlnL Ad
ÞrlnL Ad
ÞrlnL Ad
ÞrlnL Ad
|rst d ťŴ
MVo (havlng headache) ťŴ uff! yeh slr dardŦ
ż dlfferenL sounds from dlfferenL cornersŽ
|rst Vo (ShouLlng) ťŴ 8alm lagaoo
|rst MVo (ShouLlng) ťŴ Slr pe kapada bandhoo
econd Vo (ShouLlng) ťŴ uaval khaoo
econd MVo (ShouLlng) ťŴ Caram 8oLLle 8akhoo
ťŴ ?elllng Muslc
MVo (havlng headache) ťŴ uff!!
ťŴ SmooLh Calm Muslc
Narrator ťŴ Sabkl Sunoge kl apnl akal lagaoge
Senelf 8oll n lagaoo aur
Slr dard ko karo Clean 8oldŦ
Rudio JingIe
8rochure
econd d
SlLuaLlon 1rafflc Slgnal
f ťŴ Car Ponklngţ 8us Ponklngţ PonklngŦŦPonklngŧŦPonklngŧŦŦ
Narrator ťŴ Are vehlcles Ponklng ln your Pead?
now don'L worry
8oll away your headache ln 3 sec wlLh
Senelf 8oll n
Peadache 8ellever
@h|rd dť
ťŴ Pappy Muslc
MV ťŴ 8hul Caye! ţ 8hul Caye!
Aab 8alm kl chlp chlp ko 8hul Caye
kyunklŧŧŦŦ
8oll n Peadache 8ellever
!o Slrr dard bhagaye 3 sec melnŦ
aab Senelf laya hal
ÞrlnL Ad
ediu $trutegy
1elevlslon
ÞrlnL
8adlo
LvenL
ulglLal
@he nd

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