Répondre au brief suivant pour P&G health care: -Défendre l’intérêt du Master to Localization auprès d’une direction globale en terme d’efficacité et d’optimisation de coût - temps de développement. -Comment différentes approches multicanales 100% digitales (à proposer, dont au moins de la visite à distance RED) peuvent compléter ou se substituer à la visite médicale classique selon les cibles. Vous pourrez également proposer des stratégies de différenciation de contenu. -Quelle organisation (méthodologie, ressources humaines, etc.) préconisez-vous pour assurer la réussite du projet selon vos recommandations et accompagner le client dans sa conduite du changement vers une stratégie digitale globale?

1. DRCOM for
P&G Pharmacy Channel Account
DIGICOM TEAM
Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicolas Sarrasin
11/01/2013
1

2. Agenda
1. Our M2L solution
2. Go further in your
global digital marketing strategy
2

3. Master to Localization solution
For your Ipad campaign implementation
3

4. Individual projets
Heterogeous contents
Content
Cost
Timing
4

5. Master to Localization
Globaly homogeneous - Locally adapted
Content
Cost
Timing
5

6. Success Stories
1 Master
25 Countries
5 months
1 Master
6 Countries
On-going
2 Masters
40 Countries
6 months
6

7. Your request
 Strategy to implement a new DSA
iPad
 15 Countries around the world
 To present 14 Key products of your portfolio
7

8. •France
•Espagne
Our Solution
•Italie
• Allemagne
• Venezuela
•Brésil
•Portugal
•Grèce
•Pays Bas
•Russie
•Pologne
•Australie
•Inde
•Mexique
•Belgique
8

9. Let’s have a look…
France
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10. Let’s talk cost effectiveness…
 Option 1 : Country by Country
CREA
1 BRAND:
ANIM
4*100
STATIC
6*50
n° brands
France
Spain
Italy
Germany
Russia
Brazil
Venezuela
Australia
India
Greece
Netherlands
Poland
Portugal
Belgium
Mexico
COST
700
SUBTOTAL
12
11
9
11
8
10
11
9
9
12
9
11
9
12
9
8400
7700
6300
7700
5600
7000
7700
6300
6300
8400
6300
7700
6300
8400
6300
TOTAL : 106 400
10

11. Let’s talk cost effectiveness…
 Option 2: M2L
MASTER
TOTAL MASTER: 700*14
9800
LOCALIZATIONS
n° brands
France
Spain
Italy
Germany
Russia
Brazil
Venezuela
Australia
India
Greece
Netherlands
Poland
Portugal
Belgium
Mexico
COST ADAPT 1 BRAND SUBTOTAL
308
12
308
11
308
9
308
11
308
8
308
10
308
11
308
9
308
9
308
12
308
9
308
11
308
9
308
12
308
9
TOTAL LOC.
3696
3388
2772
3388
2464
3080
3388
2772
2772
3696
2772
3388
2772
3696
2772
56616
TOTAL : 66 416
11

12. Timeline
F2F Ipad
2013
│MASTER
│LOCALISATIONS
│2 TESTS - PILOT COUNTRY
October
15 - 30
September
01 - 15
September
15 - 31 August
01 - 15 August
15 - 31 July
01 - 15 July
15 - 30 June
01 - 15 June
15 - 31 May
01 - 15 May
15 - 30 April
01 - 15 April
15 - 31 March
01 - 15 March
January
15 - 28 Febrary
Summer
01 - 15 Febrary
Winter
│LAUNCH
Seminar
1
1:
2:
3:
4:
5:
2
3 4 5&1
2
3 4 5
Reporting
Brief
Global Marketing review of the storyboard
Validation of modifications
GO for production
Final approval
12

13. Global Digital Strategy
Middle term vision
13

14. Digital multi channel approach
Strategic orientation
Implementation of digital marketing
tools
Objectives
• Increase sales force effectiveness
• Increase sells and turnover by 10 %
increasing the sell out in pharmacies
14

15. STRATEGIC ORIENTATION
15

16. Deployment of new digital tools
Opportunity zone:the strongest growth for P&G is taking place in emergent markets
(India 10.6% of growth,Brazil…)
Western Europe where market growth remain flat However it is one of the biggest
market size value for P&G
Eastern Europe where P&G has a negligeable presence however the Teva/P&G joint
venture may change the positioning
16

17. 3 Key Localizations
Flat growth market
Opportunity zone
Small market region
17

18. Deployment
RED
Web platform Serious game In store tablet
France
India
Poland
18

19. Timeline
Reporting
1
2
3
4 5&1
1 : Brief
2 : Global Marketing review of the storyboard
3 : Validation of modifications
4 : GO for production
5 : Final approval
19
19

20. Cost of new tools developement
 Creation of the web plateform 1200 K
 RED 1700 K
 Procter Academy 600 K
 In store tablet quiz 3000K
Total=6500 K €
20

21. Do you have any questions?
21

22. P&G Project
Master to Localization
Implementation
January 2013
22

23. P&G’s request
 Strategy to implement a new DSA
iPad
 15 Countries around the world
 To present 14 Key products of your portfolio
23

24. The contract with P&G
F2F with Ipad
In-store tablet
quiz
Web Plateform
•
•
•
•
Serious Game
« Procter
Academy »
Merchandising
Trade
E-learning
Orders
RED
24

25. Project deployment
25

26. Human Resources
 Repartition
 1 PM Latina America : Mexique, Venezuela, Brasil in P&G Brazil
Subsidiary
 1 PM Pacific Asia : India, Australia in P&G India Subsidiary
 3 PM Europe (Russia included) in DRCOM Germany, Italy and France
 1 BBC & 3 PM at DRCOM Headquarter
• Internal recruitment
 1 Brand Channel Coordinator
 3 Project Managers ( 2 FT, 1 PT)
• External recruitment
 5 Project Managers
 2 Interns
Team of 11 persons
26

27. Intern Costs
 1 BBC : 4 000€ / month : 8000*20 = 160 000 €
 7 PM FT : 3500€ /month -> 7000€ *7 = 49 000 €

* 20 mois = 980 000€
 1 PM PT


50% * 2 months : 7 000 €
20% * 18months : 25 200 €
 1 digital intern (6 months) : 2000€ *6 = 12 000 €
 1 intern (2months) : 1000€ *2 = 2 000 €
 Frais annexes (Frais embauche, notes de frais, consommables…) : 100 000 €
 Digital creation : 4 000 000 €
TOTAL : 5 286 200 €
27

28. Pricing
Cost : 5 286 200 €
Revenue : 7 000 000 €
BENEFICES : 1 714 000 €
28

29. LET’S GO !!!
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