Dow Institute of Health Management

MBA – Fall 2014

2nd Semester’s Course Presentation
PRINCIPLES OF MARKETING
Group Members
Adil Aziz
Hira Shahid Kazim
Saeedullah Uthmani
Dr. Shahnawaz Shah
Dated
June 2, 2015
Presented to
Sir Akhter Mahmood
 This presentation discusses following features about

PANADOL
1. Overall market size
2. Current Market Shares
3. Positioning
a) Competitive Analysis
b) Target Market (Demo, Psycho, Attitudinal, Volumetric)
c) Promises
d) Persona
e) USP
f) Positioning Statement
4. Four Ps
5. Product Life Cycle
6. ATL, BTL, Publicity, Sales Promotion
7. Neuromarketing Application
‫میرا بھروسہ‬
 Facts about Panadol
 The ‘dol’ in Panadol is
derived from the Latin word
‘dolor’, meaning pain.
 Panadol is the most widely
available pain reliever in the
world, it is marketed in over
80 countries and is the
market leader in many.
 Panadol was first launched
in 1956, and was initially
only available on
prescription.
 In Pakistan , Panadol was
rated the first most
trustworthy brand
 1. Overall Market Size
 Panadol is 850 million brand.

 Total market is of 3.8bn.

 Panadol has been the market leading over-the-counter

analgesic in Pakistan for 20 years.
 Four out of ten analgesic users purchasing Panadol.

Market Definition:
The Potential market involves “all patients suffering from pain and
fever.”
 2. Current Market Shares
 Panadol makes up 42% of all over the counter (OTC)
analgesic sales.
 Based on sales turnover, ranks Panadol as the
number 71 grocery brand in supermarkets, achieving
a 54% value share of the grocery analgesic market.
 Children’s Panadol, with an 82% value share, is the
clear market leader within the Children’s pain reliever
segment.
 3. Positioning
 In the late 1800s, search for less expensive synthetic substitute products for fever relief.
 These searches led to discoveries including aminophenol derivatives , one of
which was N-acetyl-P-aminophenol (now called paracetamol), the active
ingredient in Panadol.
 In the late 1930s and early 1940s, enough clinical works demonstrated the clinical safety
of paracetamol.
 Panadol was marketed as a prescription product for the relief of pain and fever.
 In the early 1970’s, for the first time Panadol was marketed directly to consumer, with
availability only through Pharmacy retail outlets.
 In the late 1970s with Panadol now available in supermarkets, came the introduction of
the well known television advertising featuring the presenter Dorothy Armstrong.
 In 1994 through worldwide acquisition, SmithKline Beecham acquired the Consumer
Health business of Sterling.

Easily approach able

Less side effects
Can be use without physician prescription
Low cost
Easily available
High efficiency
 3.b. Target Market
(Demo, Psycho, Attitudinal, Volumetric)

“All patients suffering from Pain and Fever.”

The patients, clients, customers, prospective patients, providers,
staff, management – everyone – involved in the healthcare
organization, facility, or practice.
The people who deliver a service are a significant constituent in
the product itself. Consumers evaluate service and satisfaction
based on perceptions and personal interactions.
Our main target market are the all customer who works in office
and outdoor routine workers, because. especially panadol cold
and flu offer cold and pain relief without causing drowsiness.
People who are using antihistamine preparation are the brand
switcher due to its competitive advantage.
 3.c. Promises
No, No, No concept that stands for;
 No Alcohol
 No Sugar and
 No Aspirin.

§Stomach friendly.
§Treat aches & pains.
§Helps bring down the temperature.
§Suitable for asthmatics who are sensitive to aspirin and
NSAIDs
§Suitable for breast feeding mothers
§Gluten, Lactose and Sugar free.
 3.d. Persona
 Panadol is the single biggest OTC brand for 20 years, in the
grocery analgesic market.
 Panadol is the most Renowned Consumer Healthcare Brands
& clearly recognized as “gold standard” in pain relief, with
consumer research confirming it is Pakistan’s most trusted pain
reliever.
3.e. Unique selling proposition
(USP)
Panadol® – Project Lullaby
Lullaby is a quiet, gentle song sung to send a child
to sleep.
 Panadol® – Project Lullaby
 “Project Lullaby” , a training program exclusively for mothers in rural
and urban areas of Pakistan.
 the Panadol® team reached out to 2 million Pakistani mothers for this project.
 Access was achieved through 2,500 vaccinators, who collaborated closely
with the Public Immunization Department to ensure the efficient and effective
execution of this initiative.
 Project Achievements:
 This project helped bolster Panadol’s position as the No.1 Analgesic brand in
Pakistan with the highest prescription share in this category
 The Project Lullaby initiative, which will be extended into 2014 aspires to
double its access to patients while communicating the significance of
vaccination to mothers so they can better cater to the healthcare needs of
their children.
 Panadol® – Project Lullaby
 Children’s Panadol has launched an innovative iPhone application providing
easy-to-use assistance to ease the pressure of busy days. The free
application lends a helping hand in three ways: it can track breastfeeding
sessions, play a range of soothing melodies and act as a dosage calculator.
 Breastfeeding Tracker : Enables a breastfeeding session to be
recorded with just a single tap. It’s easy to view the last feeding session time,
date, which side was used and a complete feeding history.
 Baby Soother: From the gentle pastoral melodies of Beethoven to the
comforting symphonies of Bach, several lullabies have been hand-picked to
help get your baby off to sleep.
 Dosage Calculator : Provides a quick and easy way to know the best
Children’s Panadol dosage requirements for your child. Simply enter your
child’s age and weight and the calculator will advise the right pain relief for
your little one.
 The application can be downloaded now by logging onto
www.childrenspanadol.com.au.
3.d. Positioning Statement

“Gentle to the Stomach”

In 1956, Panadol was marketed as a prescription
product for the relief of pain and fever. It became
the first significant challenge to aspirin and the
aspirin/phenacetin combinations and was
promoted with the clinically proven “gentle to the
stomach” benefit over other pain relievers.
4 Ps of Panadol
 Product
 In 1956, after its introduction in tablet form, there has
been a consistent flow of new presentations and forms
introduced to offer the consumer a variety of choice to
satisfy their particular preference for pain relief.
 Panadol range include:
§ Tablets,
§ Capsules,
§ Caplets (Capsule shaped Tablets),
§ Gel Caps and Soluble.
 Panadol Tablets and Caplets are film coated with
smooth edges for ease of swallowing with no
unpleasant aftertaste.
 Product
 Line extensions into the cough cold market include:
1. Panadol Sinus,
2. Panadol Cold and Flu,
3. Panadol Night, (a night time pain reliever with
antihistamine to allow rest, was launched in 1997.
 The range of Children’s Panadol presentations include:
1. Drops,
2. Elixir,
3. Colourfree Suspension,
4. Chewable Tablets and Soluble.
Varieties of Panadol

Doctor Panadol, Your Personel Doctor!

 Price
 Competitive pricing is adopted where the price per dose is
at parity with the key competitor.
 The medication comes in two pack sizes, 10-caplet pack
and 20-caplet pack with the smaller pack particularly priced
lower than its key competitor to induce brand switching,
especially from key competitor.
 The 20's pack offers lower price per caplet with its bigger
volume per pack.
 Other insights from extensive marketing research also
prompted Panadol Cold & Flu to adopt wide distribution
coverage and prominent product display strategies, which
are essential factors influencing purchase decision of cold
& flu medicine.
 Place
 Panadol will be listed in all major sales channels.
 The sales split between "drugstores" and "supermarket" sectors is also
similar to the overall market volume split.
 Our first priority is to provide the product to all distribution across the country
 Majority of the business (75% in volume) comes from "drugstore" sector,
including both chain drugstores and general trade independent drugstores.
 The rest of the business comes from the "supermarket" sector .
 The company is also far-sighted enough to anticipate an increase in
consumer demand after the new advertising campaign will be launched.
Therefore, special trade deal promotions will be arranged even before the
campaign to prevent any out-of-stock situation
 Efforts will be made to gain extra display area for the product in all
distribution channels
 Check-out rack display rental and other point-of-sales materials which are
displayed together with the whole Panadol range are displayed for maximum
brand awareness and exposure.
 Promotion
 The communication campaign supporting the new positioning consists of
1. Television
2. Outdoor advertising and
3. In-store display materials.
 This three prong approach ensures that the maximum number of customers
can be reached.
 At the same time, the message of non-drowsiness and the ultimate
elimination of any disturbance of flu and cold to work can be reinforced
 In the new TV commercial, for example, after taking Panadol Cold & Flu, an
airport control tower operator can continue to perform her duty successfully
in spite of suffering from cold and flu.
 The tag line "Doctor Panadol, Your Personal Doctor" at the end of the story
also intended to boost customers' confidence by positioning Panadol's
medical heritage.
 Our first responsibility is you and your family. That’s why we only make
Panadol products that meet our stringent demands for quality.
3.a. Competitive Analysis
6. ATL
 7. Neuromarketing
Application

Neuromarketing is the next

generation of market research, and the
most accurate method of gaining
customer intelligence. The aim
of Neuromarketing is to understand
customer behavior and to be able to
predict, as much as possible, their
future purchasing decisions.
 References
 https://www.panadol.com.au/cold-and-flu-pain/cold-and-flu.html
 http://www.panadol.com/me/products/panadol-cold-flu-all-in-one.html
 http://www.drugs.com/uk/panadol-cold-and-flu-leaflet.html
 http://www.medicines.ie/medicine/12141/SPC/Panadol+Cold+and+Flu+Relief
+500mg+65mg+Film+Coated+Tablets/
 http://www.medicines.ie/medicine/12141/SPC/Panadol+Cold+and+Flu+Relief
+500mg+65mg+Film+Coated+Tablets/
 http://www.nps.org.au/medicines/respiratory-system/cough-and-cold-
medicines/for-individuals/cough-and-cold-medicines-active-
ingredients/paracetamol-phenylephrine-hydrochloride-dextromethorphan-
hydrobromide/panadol-cold-and-flu-relief-cough-tablets.
 file:///C:/Users/Hira%20Shahid
%20Kazim/Downloads/GSK_Annual_Report_2013.pdf