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