Abbott recently launched an ATL campaign for its brand “Mospel” in the months March through May followed by a BTL campaign in the same months. For ATL and BTL advertising, Abbott chose PTV media channel and OOH in order to reach a wider range of consumers. However, in Trade Marketing campaign, mostly retailers were targeted. The project is aimed at assessing the campaign effectiveness after its launch. In this regard, it entails primary research by conducting surveys with a sample of consumers from different areas (SEC A, B & C) of Karachi. Based on survey findings, Abbott will be aware of do’s and don’ts of its ATL and BTL campaigns for the next time they go for such launch. This will help Abbott plan better and formulate strategy that really works. If the findings are positive, Abbott might continue with the same strategy. On the other hand, if the findings are negative, Abbott will overcome the weaknesses highlighted by the consumers/retailers.

1. CAPTURING THE POST-LAUNCH LESSONS
Abbott Pakistan

2. OUR TEAM

3. Presentation ROADMAP
Introduction Challenges FacedResearch Design Research Findings
Conclusion &
Recommendations

4. INTRODUCTION

5. About ABBOTT
• Abbott Pakistan is part of the global healthcare corporation of Abbott
Laboratories, Chicago, USA.
• Abbott started operations in Pakistan as a marketing affiliate in 1948; the
company has steadily expanded to comprise a workforce of over 1500
employees.
• Currently two manufacturing facilities located at Landhi and Korangi in
Karachi continue to use innovative technology to produce top quality
pharmaceutical products.

6. Project at a GLANCE
Abbott launched ATL, BTL and Trade Marketing campaigns for its brand Mospel
ATL & BTL Trade Marketing
1. TV 2. Radio 3. Print 4. OOH 1. In-Store
Activations
2. Park
Presence &
Branding
3. Cricket
Match
Screenings
4. Transit
Branding
5. Visibility
Drive on Trade
OOH Strategy
1. Billboards and Pylons near grounds/ Golf Courses/
Schools and important crossroads
2. English/ Urdu Versions to be placed according to site
and area
Trade visibility in over 2,000 stores, with
Hotspots, Wall Hangers, POSM and Counter Tops
Communication Idea: Marrying the T20 World Cup fever with a mother’s concern for her children when they are outdoors
Mospel is most used brand as a mosquito
repellent
Television found to be most preferred advertising medium

7. SWOT Analysis – MOSPEL
STRENGTHS WEAKNESSES THREATSOPPORTUNITIES
Innovative & Unique
Convenient in use
Lotion & cream
categories of various
sizes
Clinically proved
Lacking rural
penetration
Negative perception
among the masses
(smell, diseases,
premium prices)
Sachet, gel, oil
categories
Pervading breeding
of mosquitoes
Increasing healthcare
awareness
Heightened
competition
High customer
switching in FMCG
brands

8. RESEARCH DESIGN

9. Research OBJECTIVES
• Find out campaign effectiveness
• Discover the media relevance
• Gauge the interest level of and viewership by
consumers and retailers
• Determine the demographics and psychographics of
the consumers

10. Target AUDIENCE
Consumer Part Retailer Part

11. Sample SIZE
SEC A SEC C
KARACHI
SEC B
Defence Clifton PECHS Gulshan NZB Saddar Landhi Malir Lyari
100100 100
300
33 33 34 34 33 33 33 34 33
Consumer Part Retailer Part
KARACHI
Randomly selected Retailers
100

12. Research METHODOLOGY
• Face-to-face interviews were
conducted from the target audience
using structured, quantitative
questionnaires.

13. Geographic COVERAGE
• Defence
• Clifton
• PECHS
• Gulshan
• Johar
• Nazimabad
• Saddar
• Landhi
• Malir
• Korangi

14. CHALLENGES FACED

15. Security threats
Respondents’ time constraint
Respondents’ campaign unawareness
Tough time managing job along with Project
1
2
3
4

16. RESEARCH FINDINGS
(Consumer Part)

17. Repellent in USE
Mospel tops the list as per findings
Which type of mosquito repellent do you use?
Base: 300 Respondents
Mospel is preferred for many reasons.
Those who use Mospel believe that it’s
safer to use it esp. indoors as compared to
coil which causes cough among children
and infants due to smoke
Mospel users’ class
SEC A-I SEC A-II SEC B SEC C
43% 33% 20% 4%

18. If Mospel were a PERSON…
GENDER PERSONALITY TRAITS PROFESSION
Male
Stylish
Caring
Active
Bold
Social Service
Philanthropy

19. Viewership
Television Yes, viewership is 64% out of 300 base of respondents
Do you watch PTV Sports?Where did you watch/listen about the campaign?
Base: 300 Respondents
64%83%
SEC A-I SEC A-II SEC B SEC C
46% 28% 20% 6%
SEC A-I SEC A-II SEC B SEC C
34% 28% 27% 11%

20. Radio LISTENING
Majority does not listen to radio
Do you listen to radio?
Base: 300 Respondents
Respondents preferred that they get
involved in things which are visual and
demonstrative. Hence, radio is on lowest
rating in preferred media on
Next Slide…
57%
SEC A-I SEC A-II SEC B SEC C
58% 27% 10% 5%

21. Media PREFERENCE
Television being the favorite medium
Which medium of advertising is your favorite?
Base: 300 Respondents
In addition to being favorite, television is
the medium which has much buying impact
on consumers (62%)
SEC A-I SEC A-II SEC B SEC C
42% 38% 10% 10%
61%

22. Best MEDIUM
Television grabs the highest share
Which medium do you think is the best for promoting products like Mospel?
Base: 300 Respondents
Mospel is a product which needs to be
more demonstrative when being promoted
in order to make people believe its benefits

23. Buying IMPACT
The ad was believable & did not seem to be deceiving (64%)
Did you feel convinced to buy the product?
Base: 300 Respondents

24. Actual BUYING
It was right time and season to buy it
Did you buy the product after viewing the ad?
Base: 300 Respondents

25. Ad’s LIKING
It was an ‘Informative’ and ‘Creative’ ad
How’d you describe the ad if you were to someone?
Base: 300 Respondents
51% of the respondents viewed the ad as better
than competing ads because it was more
demonstrative
However, the ad was also rated as boring (27%)
and irritating (2%) because of its repeated
appearance

26. Ad’s Visual POWER
The ad was too short to be appealing and engaging
Do you think the ad was visually appealing & engaging?
Base: 300 Respondents
That could be the reason only 13% people
remembered the entire ad fully
It was commented that the ad was
rationally appealing, but not emotionally
appealing
It was also commented the ad lacked a
powerful headline

27. Ad’s DURATION
94% said the ad was perfectly timed
Was the ad appropriately timed?
Base: 300 Respondents

28. Comments COLLECTION
What People Say… Mospel & Its Campaign
• Keeps mosquitoes away (not kills)
• Easy to use
• Resembles a cosmetic product
• Causes skin diseases
• Better than smoky repellents
• Power of word-of-mouth
• Call-to-Action missing

29. RESEARCH FINDINGS
(Retailer Part)

30. Repellent brands on SHELVES
Base: 100 Respondents
• Mospel
• Mortein
• Tiger
• Mosquit
• King’s
• Adore

31. Beating repellent on SHELVES
That’s Mospel!
Which particular repellent outnumbers other repellents on shelves?
Base: 100 Respondents

32. Mospel’s AVAILABILITY
Adequate Availability
How is Mospel in terms of its availability?
Base: 100 Respondents

33. Mospel’s brand NAME
100% confident!
Do customers buy Mospel by referring to its brand name?
Base: 100 Respondents

34. Mospel’s PRICE
Majority retailers say No!
Do you think Mospel’s price is reasonable?
Base: 100 Respondents

35. Buyers of Mospel – GENDER
It’s not gender-specific
Who is the buyer of Mospel?
Base: 100 Respondents

36. Buyers of Mospel – socio-economic CLASS
Upper class for the most part
Who is the buyer of Mospel?
Base: 100 Respondents

37. Buyers of Mospel – AGE
Seemingly not age-specific, yet the youngsters outnumber
Who is the buyer of Mospel?
Base: 100 Respondents

38. Mospel as monthly grocery ITEM
50% do!
Do customers buy Mospel as a monthly grocery item?
Base: 100 Respondents

39. Mospel as monthly item–before or after CAMPAIGN?
80% had it as monthly item before campaign
Was Mospel a monthly item before the Trade Marketing, or became so after the campaign?
Base: 100 Respondents

40. Mospel’s sale with regard to COMPETITORS
Mospel outsells
What is Mospel’s sale as compared to other repellents?
That could be the reason only 13% people remembered
t
Mospel being the Market Leader
Medium (25%) & Lower (5%) are responses
from backward areas where Tiger outperforms
for the fact that its bottle costs Rs. 85 only – far
cheaper than that of Mospel
Serne Mosquit sells cheaper too – Rs. 100 per
bottle
Though Market Leader, why yet forgo 30%?
Base: 100 Respondents

41. Mospel’s sale with regard to Trade MARKETING
Base: 100 Respondents
Before Trade Marketing After Trade Marketing At present
(Sales in number of bottles)

42. Mospel’s high/low sales – contributing FACTORS
Base: 100 Respondents

43. Ways to increase sales – retailers SPEAK OUT
Base: 100 Respondents
That could be the reason only
13% people remembered the
t
Abbott should think of
strategies to tap poor class by
introducing sachets

44. Strategies for Mospel as suggested by RETAILERS
What should be distribution strategy for Mospel? Advertising strategy? Positioning strategy?
Base: 100 Respondents
Distribution:
• Retailers should be targeted more than consumers
Advertising:
• TV & Social Media are effective for promotion
Positioning:
• Due to premium price, Mospel should be for upper class only

45. Complaints about MOSPEL
Base: 100 Respondents
• Bottle leakage complaint
• Smell complaint

46. CONCLUSION & RECOMMENDATIONS

47. Conclusion
• The time to launch the campaign was perfect
• Television being the most preferred medium of advertising, but radio is not at all
• Overall, the campaigns were effective because people felt convinced to buy the product
• The ad was informative and reflected creative effort by Abbott
• Majority of the Mospel consumers belong to SEC A-I, SEC A-II and SEC B
• Word-of-mouth works well in endorsing products like Mospel
• Mospel is preferred by majority consumers because it is safer applying on infants
• Mospel is also preferred because of its quality
• Mospel is an all-purpose product – can be used indoors and outdoors, which makes its
Unique Selling Proposition (USP)

48. Recommendations
• Besides PTV Sports, advertisement should be done on other channels as well
• Also consider advertising on social media as it ranks 2nd in preference after TV
• Based on the finding that majority TV viewers fit in SEC A-I and SEC A-II, advertisement of highly
priced variants of Mospel through TV should be exploited
• The ad needs to be more emotionally appealing besides rationally appealing
• It is highly recommended to clearly mention that Mospel’s use, by no means, causes any diseases,
especially needs to be stated in the advertisement and on the packaging
• Stay social all year to stay top of the mind even when it is off-season
• Fragrance of Mospel should be made pleasant
• Abbott should consider Mospel packing in sachets or other variants which make it affordable,
especially to penetrate rural areas
• Add Call-to-Action in the ad