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    aya shahin
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    The marketing mix document outlines the company's strategy for its pain relief product. It will pursue an intensive distribution strategy using both online and offline channels to ensure wide availability. The promotion strategy uses both push and pull tactics, emphasizing pull through ads directly to consumers. Personal selling by well-trained medical representatives and various sales promotions are also part of the promotion mix. The brand persona aims to position the product as a caring and compassionate pain reliever through family-focused imagery and an empathetic tone of voice.

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    point 3 & 4

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    The marketing mix document outlines the company's strategy for its pain relief product. It will pursue an intensive distribution strategy using both online and offline channels to ensure wide availability. The promotion strategy uses both push and pull tactics, emphasizing pull through ads directly to consumers. Personal selling by well-trained medical representatives and various sales promotions are also part of the promotion mix. The brand persona aims to position the product as a caring and compassionate pain reliever through family-focused imagery and an empathetic tone of voice.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    9 views2 pages

    Point 3 & 4

    Uploaded by

    aya shahin
    The marketing mix document outlines the company's strategy for its pain relief product. It will pursue an intensive distribution strategy using both online and offline channels to ensure wide availability. The promotion strategy uses both push and pull tactics, emphasizing pull through ads directly to consumers. Personal selling by well-trained medical representatives and various sales promotions are also part of the promotion mix. The brand persona aims to position the product as a caring and compassionate pain reliever through family-focused imagery and an empathetic tone of voice.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Marketing mix

    1- Product
    1.1. Type of product: Convenient product
    1.2. Product concept:
    1.2.1. Core customer value Treatment of pain
    1.2.2. Actual product High quality brand with affordable price
    1.2.3. Augmented product Bonus scheme & discounts to intermediaries
    2- Price Competitive parity
    3- Promotion
    3.1. promotion strategy Profile strategy
    Push (use discounts with intermediaries)
    Pull (promotional ads with end users)
    (pull more than push)
    3.2. promotion mix
    3.2.1. sales promotion i. B2C: samples & advertising specialty (giveaway)
    ii. B2B: extra commission & bonus
    3.2.2. personal selling i. Need of Well-trained field forces medical reps
    ii. Preparing a product – orientation presentation
    3.2.3. direct marketing i. Email marketing (customized according to customer’s benefit
    sought) using CRM
    ii. DRTV TV spots from 60 to 120 seconds
    3.2.4. Advertising Factual advertising

    4- Place
    4.1. distribution strategy Intensive strategy (to increase coverage & availability)
    4.2. distribution channels Manufacturer to wholesalers to retailers to consumers
    (Push with wholesaler & retailers) (pull with consumers)

    Online place:
    Facebook page: influencers campaigns to increase reach & engagement
    website: implement SEO
    Offline place: sustain availability in all geographical zones
    : participation in medical conferences & exhibition

    5- People i. Increasing filed force numbers


    ii. TNAs per each quarter
    Branding:

     Brand persona: care giver


     Building tactics:
    1. Considering the below features in our promotional activities:
     Caring
     Compassionate
     Generous
     Warm
     Nurturing
     Reassuring
    2. Highlighting Panadol in promotional activities is supportive and selfless, our ads pointing
    out pain problems and then adding Panadol as an element of giving
    3. Regarding social media imagery, it will family / community focused
    4. Panadol’s tone of voice: to be shown warm hearted & empathetic

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