Creativity requires the courage to let go of certainties.

& It is better to have enough ideas for some of them to be wrong, than to be always right by

having no ideas at all.

Calcium Supplement

CALMAX

Nexgen Pharma Pvt. Ltd.

CALMAX

Product Logo Ad AgencyCREATORS

Market Analysis

Market Analysis

1.Market structure: Highly competitive

market

• Calcium Sandoz women - Novartis

• Maximin Forte Tablet - Anglo French

• Shelcal - Elder

• Market Follower

• Follow the market leaders

Market Position:

Age --------35 and aboveGender --------FemalesIncome level ------- Lower middle class can

also afford the product

Market Segment

•Pricing strategy: Penetration

•Product Differentiation: calcium

supplement made from natural

sources

Market objectives

CREATIVE BRIEF…

1. The Objective: To increase

brand awareness and build

brand image of the product

CALMAX.

2. The Target Audience: The

ad is designed for young and

middle age females who have

an active lifestyle but are

deficient in calcium.

3. The Message Theme: The

power idea is to depict how a

tiny piece of advice given by

the doctor can help customers

at right moment in life

4. CALMAX will focus on

effective communication by

creating purchase intent in

them, hence making the new

brand known among the

target audience.

Contd…

5. The support-medical findings and testimonials from

patients with calcium deficiency

6. The Constraints-mandatory restrictions

DOSAGE: ONE TABLET PER DAY or

AS DIRECTED BY PHYSICIAN

Contd…

AD PROMOTION AD PROMOTION THROUGH….THROUGH…. 1.PRINT MEDIA.1.PRINT MEDIA.

2.DIGITAL MEDIA.2.DIGITAL MEDIA.

3.SALES PROMOTION.3.SALES PROMOTION.

4.PRINT AD.4.PRINT AD.

5.RADIO AD.5.RADIO AD.

6.VISUAL AD.6.VISUAL AD.

7.SMS AD.7.SMS AD.

8.TRADE PROMOTION8.TRADE PROMOTION

AD THROUGH Trade promotionAD THROUGH Trade promotionMEDIA MEDIA

BUY 50 BOTTELS GET

10 FREE!

20% SCHEME

FOR WHOLE SALERS

BUY 50 BOTTELS GET

5 FREE! 10% SCHEME

FOR RETAILERS

The moment when you first wake up in the morning is the most wonderful of the twenty-four hours. No matter how weary or dreary you may feel, you possess the certainty that, during the day that lies before you, absolutely anything may happen. And the fact that practically will matter is that – CALMAX with always be available to you at the nearest pharmacy, if you don’t have 1….