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www.proteamegypt.

com
ProTeam Egypt

Zithrokan Marketing Campaign Proposal 13.8.2010


SITUATION ANALYSIS
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www.proteamegypt.com
Market situation

Primary Heavy secondary Product name Customer

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competition competition complication behavior

Busy and Well known


declining market active ingredient
due to resistance and indications

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Objective

• Our objective is to create


• Zithrokan Branding
• New product positioning

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• 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

• It is a two year campaign.


Positioning

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• Campaign preparation should be fully
Brand graving planed and designed.

• Customized sales force training programs


Competition shift for maximum implementation.

Indication hammering
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1 2 3 4 5 6 7 8 9 10 11 12

Branding

Positioning

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Brand graving

CS CS

Action Plan 7

12 month plan
Agenda

1. Branding
2. Positioning
3. Brand graving

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4. Competition shift
5. Indication hammering

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Zithrokan brand name
1. BRANDING 9
1. Branding

Zithrokan,, THE BRAND Items


• Brand name • New Iconic
• Indications • None drop brochure
• Target segments • The ½ flyer

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• USPs • GP education materials
• Compatibility .

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Iconic,, brand name
• Why Iconic
• Help in brand name reminding
• Force reader to read it as Zithrokan
• Reflect indication

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• Used as advertising tool and material
We are hammering on
• Iconic element the sub- conscious .
• Represent product name
• Reflect indication
• Catchy
• Simple and new 11
ZithroKan
People read only the small words.. Or the read the 1st part, and

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complete the rest from the sub-conscious (always the big brands)…

Pack 12
Iconic

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None drop brochure

Why non-drop content


• Concentrate production budget • The scientific materials
• Doctors mainly don’t save the • Efficacy
brochure (we will use
• Compliance

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• the ½ flyer and
• education materials or • The number 3 factor
• block-note, • Chest infections
• costars ,
• New way for delivering infection
• patent card ,
message
• leather agenda

• Cost ineffective • Safety

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½ flyer

• Each one contain one message only • Describe patient profile, multiple
• Materials will reflect product image doses complication.
• Simple and one message content

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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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Battle of your mind
2. POSITIONING 22
2. Positioning

• Focus on Patent profile


• Personalize patient situation

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• Motivated by emotional and • Let them say “NOW YOU
real life situations CAN”
• Create a local and Egyptian
atmosphere between Doctors
and the product
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Gimmicks

• costars

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Gimmicks

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• Block-Notes

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Gain more market share
COMPETITIVE SHIFT 28
Objective

• Our objective in this phase to


elevate our market share..

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• Use powerful USPs
• Hit on competitors week
points,, convert them to our
strong point

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Competition

Competition

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Primary Secondary

New
The big 5 30
generations
• Three steps:
1. Select the big name
2. Crack the big name

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3. The Swiss watch campaign

The Primary competition 31


• Two steps:
• Select the big name
• Crack the big name

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• Hit hard from the start campaign

The big 5 32
• Some say “Zithrokan develop resistance”
• We say, “they only need to make money,, we own RTI market ,,

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safe and effective ”

The New generation 33


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Back from the start
INDICATION HAMMERING 34
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MARKET SHARE AND SUSTAINED CAMPAIGN 35
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Thanks
ProTeam Egypt

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• E-mail: info@proteamegypt.com
• Mob. : (+2) 012 170 60 50 - (+2) 010 74 20 147
Contact us • Tel. & Fax. : (+2) 227 308 40 - (+2) 02 263 68 295
• Fax: (+2) 227 430 90
If you have an enquiry regarding an exciting new

www.proteamegypt.com
• Address : 34A, El-Hegaz St., Heliopolis, Cairo,
project, or would like to discuss any future Egypt
projects you may have in mind, feel free to drop
a mail, or call us on our contact: Also you can visit our website:
www.proteamegypt.com/home

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BY: ABDULRHMAN ATTIA TANTAWY
Arhman.Tantawy@gmail.com
002 010 74 20 147