1. “Brings down fever FAST!“ Lourdes Tan January 19, 2010

2. 5 Steps to Part 1 Dolan PTM are pediatricians and parents Who want a faster acting fever medicine for children Can chose paracetamol Gap isparacetamol has been in the market much longer than ibuprofen Ibuprofen has 20% market share, but gaining

3. 1. Primary Target Market Pediatricians who will prescribe the ibuprofen and Parents who will self-medicate their children with ibuprofen … who also want a FASTER anti-pyrectic effect

4. 2. Needs Wants and Expectations Need, want and expect the following: 1. Faster effect 2. Longer duration Makes a more convenient dosing and improves compliance In addition is cheaper than Tempra (leading brand)

5. Ibuprofen can PROTECT the body from high grade fever (which may be detrimental to the body) There is a reactive process (fever) happening to the body

6. 3. Competitors Direct: TEMPRA (Paracetamol), generic brands of paracetamol and ibuprofen Indirect: Cooling patches (Bioflu), Variables: Price, flavours available and suitability to child’s palate, convenience of use (Form: drops, syrup, tablets. Dosing: Every 8 hours, every 4 hours), availability, brand

7. Position Map

8. 4. Gap between customers and competition The TEMPRA brand paracetamol has been in the market for >30 years VERSUS DOLAN brand ibuprofen has only been in the market for <5 years BUT Ibuprofen, the newer antipyretic available for children, has been known to have a faster and longer duration of efficacy in current evidence-based research

9. 5. Dolan Market Share Dolan (probably) has 20% market share of anti-pyretics for children Quite small because of Tempra’s longer existence in the market…. Tempra (probably) has 77% market share of anti-pyretics for children

10. 5 Steps to Part 2 Dolan has a faster effect thanparacetamol More affordablethanparacetamol Pedia conferences, show cases, promotional events, print ads, tv commercials Distributed nationwide, Generic Winning Strategy: “Brings down fever FAST!”

11. 6a. Dolan “Brings down Fever FAST!”

12. Dire Direct Competitors. TEMPRA. Indirect Competitors. Cooling Gel Patches.

13. 6b. Product Description Dolan drops come in formulations of 100mg/2.5mL in 15mL glass bottles Dolan suspension come in formulations of 200mg/5mL and 100 mg/5mL in 60mL glass bottles It is BFAD, DOH approved for children Comes in orange flavour only

14. 7. Price Drops are Php 75 Suspension in Forte formulation is Php 121.5 Suspension in normal formulation is Php 72.75 Prices are 15% cheaper than the leading brand

15. 8a. Promo TV commercials Print Ads Public Relations  Conferences, Exhibit Booths in Shopping Malls, Promotional Events, Mascot Interaction Personal Selling via Med Reps

16. Creative Magazine Print-Ad Back Cover that when flipped over, can be the Newsweek Cover Page.

18. Additional page shows scientific evidence of efficacy of Ibuprofen (Dolan) Vs. Paracetamol. Time of onset of efficacy of medicine, Dolan is faster than Paracetamol Duration of lowered temperature after 8 hours, Dolan last longer compared to Paracetamol Side effects are lower in Dolan compared to Paracetamol

19. DOLAN information kiosks in shopping malls with children’s games. Here in Trinoma in May 2009. They used a background image of racing which is related to speed, alluding to how Dolan “Brings down Fever FAST.”

20. Meet and greet, picture taking with Dolan Mascot.

21. Dolan TV commercial, “Bilis-bisasamataasnalagnatngbata.”

22. Celebrities for promotional events.

23. 8b. Competitor Promo Celebrities for commercials, use of brand for years.

24. Dolan Vs. Paracetamol Dolan is a relatively newer fever-medicine compared to Paracetamol Dolan is NEWER and much evidence-based research has shown Dolan to be FASTER at affecting the body temperature and LASTS LONGER when compared to Paracetamol

25. 9. Place Product is available in most leading drug stores, hospitals, generics pharmacies Nationwide

26. 10. Winning Strategy of Dolan Dolan’s main strategy is to penetrate a larger market share of anti-pyretics for children from birth to age 18 years old. It is manufactured by Pediatrica, a subsidiary of UNILAB, benefits from the distribution leverage

27. Winning Strategy Evidence-based research has shown Dolan to be superior to Paracetamol in terms of (1) FASTER time of onset of efficacy (with in 15 minutes!) (2) Longer duration of effectivity (up to 8 hours) (3) Lesser side effects It is also more affordable than the leading brand

28. Summary Dolan PTM are pediatricians and parents Who want a faster acting fever medicine for children Can chose paracetamol Gap isparacetamol has been in the market much longer than ibuprofen Ibuprofen has 20% market share, but gaining

29. Summary Dolan has a faster effect thanparacetamol More affordablethanparacetamol Pedia conferences, show cases, promotional events, print ads, tv commercials Distributed nationwide, Generic Winning Strategy: “Brings down fever FAST!”

30. “Brings down fever FAST!“ Lourdes Tan January 19, 2010