PANADOL

BRAND PLAN
EXECUTIVE SUMMARY
GlaxoSmithKline Pakistan is one of the
leading pharmaceutical companies in
Pakistan and the it's the world's second
largest company with high ranking stands for
Employee Cares.
Brand plan includes Situation
Analysis,Objectives,Strategy
,Positioning,Marketing
programs,Financials,Contigency plans.
 Situation Analysis
■MACROENVIRONMENT
PEST Analysis
Political: Political environment of Pakistan always
in a crisis situation for last 2-3 years that is a threat
for growing businesses,
Economic analysis: The national economy has
not been strong and gaining momentum for last 2
years.National unemployment rate has been.
 Situation Analysis
In Medical field there is big competition b/c of
local pharma.Pakistan have more than 600
pharma companies facing great competition.
Socio-Cultural Environment: People awareness
about health increases in last few years,people
want to be healthy and looks fresh.People use
pain killers that give safe and rapid relief.
 SWOT ANALYSIS
Strength: Weaknesses:
Panadol availalable in five variants Huge capital investment will be
▪Panadol CF,Panadol Extra, required for aggressive promotion.
Plan tablet,Liquid and Drops
▪Panadol is Non Norcotic Analgesic

Oppurtinities: Threats:
Large patient segment Mild/Moderate Political instability of country and crisis
and severe. can affect smooth running business
Pakistan economic condition
Competitors offensive strategy can give
us tough time.
Situation Analysis

Market Analysis:
Market Oppurtunities:
Panadol is 850million brand.
Total market is of 3.8bn.
Market Definition:
The Potential market involves “all patients
suffering from pain and fever.”
Situation Analysis
 Market Size &Segmentation:
 Total market in Paracetamol category is of 3.8bn

 Target Market:
 “All patients suffering from Pain and Fever.”
 Competitor Analysis:
i) Drops/Liquids Category: Brufen,Disprol
ii) Panadol Extra Category:
Ponstan,Brufen,Disprol
Situation Analysis
■ INTERNAL ANALYSIS
Resourcing:
Attractive literature prepare showing
differantiative product characteristics.
Messages of product usage in form of
testimonials.
Distributing folders.
OBJECTIVES
Market Share:
Current market share is 8%.Our target is to
get market share upto 10%.
Sales:
Our sales target is 10% incrase in sales from
last year.
Rank:
Our objective is to exist Panadol at
no.1 rank brand.
 STRATEGY
PLC Management:
We will launch line extensions of
Panadol
 100mg,200mg,250mg.
STRATEGY

Product Improvement:
Owing to visual similarities of competing
product Panadol believe in clear
differentiation and lookalikes.
Launch Gentle to Stomach safety profile of
Panadol.
STRATEGY

Sales Force Resourcing:

 40 raps to cover big cities like Karachi
 We see the products cover/rap.Optimum two
products one Panadol and other to effectively
concertrate on Panadol.
 Give testimonials which have clear and
understandable messages.
 STRATEGY
Public Awareness Campaigns:
Doctors awareness by raps using effective
testimonials and differentiative messages.
Free sampling.
Public awareness for effective and safe pain
killers.
Make contracts with govt health sector in
different programs.
 STRATEGY
Patient teaching
 • Advise patient, parents, or other caregivers to
contact prescriber if fever or other symptoms persist
despite taking recommended amount of drug.
STRATEGY

• Inform patients with chronic alcoholism

that drug may increase risk of severe liver
damage.
• As appropriate, review all other
significant and life-threatening adverse
reactions and interactions, especially
those related to the drugs, tests, and
behaviors.
STRATEGY
ROUTE Onset Peak Duration
P.O 0.5-1 hr 10-60 min 3-8 hr (dose
dependent)

P.R 0.5-1 hr 10-60 min 3-8 hr (dose

dependent)
STRATEGY

Distributors:
More sales commission will be given
Retailors:
As a motivational factor we will nominate
best retailor of the year and give bonuses.
POSITIONING

WHO:
Panadol Extra for Pain and Fever patients.
Panadol CF for Cold and Flu.
WHY:
Panadol is the best Mild and Moderate
Pain and Fever brand .
Panadol is stomach friendly.
POSITIONING

Panadol have attractive packaging and

differentiative effects
People want rapid and safe reaction.
PROMOTION

Panadol is Non technical product

MOH approve to promote panadol through
Lady Health workers, RMOs,Vaccinators,
physicians.
MARKETING PROGRAMS
 Patient awareness created to target
Mild/Moderate pain and fever patients.
 Different seminars and conferences organized
on board of Panadol.
 We will make sponsorships on International
platforms /Seminars.
 A total cost of 1 million should allocate for
marketing programs for 1st year.
FINANCIAL SUMMARY

P&L:
Profit before tax—about3bn
Profit after tax -----about 2.7bn
Net Sales-------------7.1%from last year
A&P Expenses:
Our target is to keep A&P expenses 10%
of Annual sales.
New Product Launch Plan
Awareness campaigns start to aware
Doctors,Chemist,Distributors about new
product features and comparative
advantages.
A new sessions countrywide for fieldforce
trainings about panadol marketing and
effective messages to doctors.
Seminars and meetings organized .