Zithrokan marketing campaign || ATantawy
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Zithrokan marketing campaign || ATantawy
- 1. www.proteamegypt.com ProTeam Egypt Zithrokan Marketing Campaign Proposal 13.8.2010
- 2. SITUATION ANALYSIS 2 www.proteamegypt.com
- 3. Market situation Primary Heavy secondary Product name Customer www.proteamegypt.com competition competition complication behavior Busy and Well known declining market active ingredient due to resistance and indications 3
- 4. Objective • Our objective is to create • Zithrokan Branding • New product positioning www.proteamegypt.com • Unique selling points • Increase market share • Create new tool to memorize Zithrokan name. 4
- 5. ACTION PLAN 5 www.proteamegypt.com
- 6. Zithrokan Campaign Branding • It is a two year campaign. Positioning www.proteamegypt.com • Campaign preparation should be fully Brand graving planed and designed. • Customized sales force training programs Competition shift for maximum implementation. Indication hammering 6
- 7. 1 2 3 4 5 6 7 8 9 10 11 12 Branding Positioning www.proteamegypt.com Brand graving CS CS Action Plan 7 12 month plan
- 8. Agenda 1. Branding 2. Positioning 3. Brand graving www.proteamegypt.com 4. Competition shift 5. Indication hammering 8
- 9. www.proteamegypt.com Zithrokan brand name 1. BRANDING 9
- 10. 1. Branding Zithrokan,, THE BRAND Items • Brand name • New Iconic • Indications • None drop brochure • Target segments • The ½ flyer www.proteamegypt.com • USPs • GP education materials • Compatibility . 10
- 11. Iconic,, brand name • Why Iconic • Help in brand name reminding • Force reader to read it as Zithrokan • Reflect indication www.proteamegypt.com • 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
- 12. ZithroKan People read only the small words.. Or the read the 1st part, and www.proteamegypt.com complete the rest from the sub-conscious (always the big brands)… Pack 12
- 13. Iconic www.proteamegypt.com 13
- 14. 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 www.proteamegypt.com • 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 14
- 15. ½ flyer • Each one contain one message only • Describe patient profile, multiple • Materials will reflect product image doses complication. • Simple and one message content www.proteamegypt.com 15
- 16. ½ flyer www.proteamegypt.com 16
- 17. ½ flyer www.proteamegypt.com 17
- 18. Education - Chest infection • GP are mainly fresh graduated doctors. www.proteamegypt.com 18
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- 22. www.proteamegypt.com Battle of your mind 2. POSITIONING 22
- 23. 2. Positioning • Focus on Patent profile • Personalize patient situation www.proteamegypt.com • Motivated by emotional and • Let them say “NOW YOU real life situations CAN” • Create a local and Egyptian atmosphere between Doctors and the product 23
- 26. Gimmicks • costars www.proteamegypt.com 26
- 27. Gimmicks www.proteamegypt.com • Block-Notes 27
- 28. www.proteamegypt.com Gain more market share COMPETITIVE SHIFT 28
- 29. Objective • Our objective in this phase to elevate our market share.. www.proteamegypt.com • Use powerful USPs • Hit on competitors week points,, convert them to our strong point 29
- 30. Competition Competition www.proteamegypt.com Primary Secondary New The big 5 30 generations
- 31. • Three steps: 1. Select the big name 2. Crack the big name www.proteamegypt.com 3. The Swiss watch campaign The Primary competition 31
- 32. • Two steps: • Select the big name • Crack the big name www.proteamegypt.com • Hit hard from the start campaign The big 5 32
- 33. • Some say “Zithrokan develop resistance” • We say, “they only need to make money,, we own RTI market ,, www.proteamegypt.com safe and effective ” The New generation 33
- 34. www.proteamegypt.com Back from the start INDICATION HAMMERING 34
- 35. www.proteamegypt.com MARKET SHARE AND SUSTAINED CAMPAIGN 35
- 37. • 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 37
- 38. BY: ABDULRHMAN ATTIA TANTAWY Arhman.Tantawy@gmail.com 002 010 74 20 147