Napi fit IMC campaign || A.Tantawy
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NAPIFIT Red Box makes you love more By: Abdelrhman Attia Tantawy, 2009
MARKET SITUATION Where We are ??!!
Ansoff’s Grids
Market Penetration
Strategy
Product Development
Strategy
Market Development
Strategy
Diversification
Strategy
New Products
New
M
arke
ts
Cu
rren
t M
arke
t
Current Products
BCG
Relative market share
Mar
ket
Gro
wth
Rat
e
Competitive Advantage
Deg
ree
of
dif
fere
nti
atio
n
Relative Cost
Product Life Cycle
Maintain
Specialty
Outstanding
Success
Hope for market
Growth
Maintain Cost
advantage
Objective:
Form product life cycle we placed in emerging phase.
Market Situation:
Busy market.
A lot of Competitors.
Our target segment can't recognize any product name.
1.Branding “brand awareness phase”
2.Word of mouth
3.Attractive message in consumer peception.
Communication Strategy
Brand awareness with catchy materials
1st
ph
ase
Reminding and inspire to use.
2n
d p
has
e
Brand awareness phase Objective
Very busy market and hard to use channels (a lot of regulation) Challenge
Communication Phases
Branding Phase
Xtra Communication Phase
PR
phase
Communication Message
Red pack makes you love better.
TV Radio
Campaign Press
Campaign
Pharmacy Doctors
mails Distributors
Others
IMC CHANNELS
We need to maximize our reach for maximum awareness.
Target segment need special treatment and special channels.
Easy, Simple and attractive message and materials will be a must.
TV AD -TV Creative idea generation.
TV Creative idea
Version 1
RADIO ADS
- Creative idea Generation
Creative IDEA generation
PRESS CAMPAIGN
Launching notification.
Magazine Ad “Demo”
Press campaign focused into medical
magazines “launching
campaign” in attractive
informative message.
Seha magazine
PharmaToday magazine
ONLINE
Word of mouth
Face book sky bar ad
Upload
TV ads versions
Radio Ads Versions
Face book Group
Funny and creative
Online campaign Comments
Share
Word of mouth
Built brand awareness and
recognition
PHARMACY MATERIALS
Final decision place.
Flyers.
Stand
Dangler
Giveaways
Stickers.
Flyers “Demo”
Only 21x 10 size flyer required for
this campaign.
Flyer design the unique red color
and in love theme.
Stand “Demo”
Metallic color stand with our special color
theme.
One peace stand can be use
“minimize cost of production”
Dangler “Demo”
Stickers “Demo”
Door stickers should be used to remind the
customers about the
product and Built the image in people minds
Giveaways “Demo”
Note book.
Pens.
2010 Calendars.
STANDS
DOCTORS
One of the decision maker in drug market.
Doctors Visits
Special design flyer and brochures for doctors and assistant in all categories important for
branding phase of the product.
Giveaways should be branded and within the same theme.
NB: Doctors visits & giveaways are important to create loyalty toward NAPIFIT.
DISTRIBUTORS
Fast way to reach the pharmacies.
TeleSales
Telesales have the power to reach all pharmacies in only a few days by motivate
them to inform pharmacists about NAPIFIT as a new good quality product.
Distributors giveaways includes: •Mugs. •Pens •Calendars. •Notes. •etc
OTHER CHANNELS
Barbers – café
Barbers
Effective male decision making
location.
Take extra share of voice between male market in attractive
and funny way
Cafe
The cafes “MEN CLUB” can targeted by special giveaways
that stays in their hands for very long
time.
1-Easy and cheap item like cards are
very effective in this case.
2- Branded TAWLA also can be used in
this case.
Streets
Bus, microbus and taxi drivers are
important target segment we must
consider.
Taxi Ads Rent no. of taxi body
for ads
Microbus stickers
Attractive color and message sticker
distributed between drivers in main
stations.
Budget analysis
We plan to create word of mouth
between market segment by
appear in unusual channels.
Channel Budget % CPM Duration
TV Production 320,000 13% 50 M Year
TV airing 1,500,000 61% 50 M Year
Radio campaign 160,000 7% 30 M 2 month
Online 55,000 2% 7 M 2 month
Press campaign 80,000 3% 2 M one month
Pharmacy materials 150,000 6% 4 month
Doctors mail 15,000 1%
Distributors 25,000 1%
Barbers 15,000 1%
Café 25,000 1%
Car Outdoors 100,000 4%
Car stickers 15,000 1%
total 2,460,000 100%
By: Abdulrhman Attia Tantawy
Arhman.Tantawy@gmail.com
002 010 74 20 147
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