PANADOL

BRAND PLAN
EXECUTIVE SUMMARY GlaxoSmithKline Pakistan is one of the leading pharmaceutical companies in Pakistan and the it's the world's second largest company with high ranking stands for Employee Cares. Brand plan includes Situation Analysis,Objectives,Strategy ,Positioning,Marketing programs,Financials,Contigency plans.

Situation Analysis
MACROENVIRONMENT PEST Analysis Political: Political environment of Pakistan always
in a crisis situation for last 2-3 years that is a threat for growing businesses,

Economic analysis: The national economy has

not been strong and gaining momentum for last 2 years.National unemployment rate has been.

Situation Analysis
In Medical field there is big competition b/c of local pharma.Pakistan have more than 600 pharma companies facing great competition. Socio-Cultural Environment: People awareness about health increases in last few years,people want to be healthy and looks fresh.People use pain killers that give safe and rapid relief.

SWOT ANALYSIS
Strength: Panadol availalable in five variants Panadol CF,Panadol Extra, Plan tablet,Liquid and Drops Panadol is Non Norcotic Analgesic Weaknesses: Huge capital investment will be required for aggressive promotion.

Oppurtinities: Threats: Large patient segment Mild/Moderate Political instability of country and crisis and severe. can affect smooth running business Pakistan economic condition Competitors offensive strategy can give us tough time.

Situation Analysis
Market Analysis: Market Oppurtunities:
Panadol is 850million brand. Total market is of 3.8bn. Market Definition: The Potential market involves ³all patients suffering from pain and fever.´

Situation Analysis
Market Size &Segmentation:
Total market in Paracetamol category is of 3.8bn

Target Market: ³All patients suffering from Pain and Fever.´ Competitor Analysis: i) Drops/Liquids Category: Brufen,Disprol ii) Panadol Extra Category: Ponstan,Brufen,Disprol

Situation Analysis
INTERNAL ANALYSIS Resourcing: Attractive literature prepare showing differantiative product characteristics. Messages of product usage in form of testimonials. Distributing folders.

OBJECTIVES
Market Share: Current market share is 8%.Our target is to get market share upto 10%. Sales: Our sales target is 10% incrase in sales from last year. Rank: Our objective is to exist Panadol at no.1 rank brand.

STRATEGY
PLC Management: We will launch line extensions of Panadol 100mg,200mg,250mg.

STRATEGY
Product Improvement:
Owing to visual similarities of competing product Panadol believe in clear differentiation and lookalikes. Launch Gentle to Stomach safety profile of Panadol.

STRATEGY
Sales Force Resourcing:
40 raps to cover big cities like Karachi We see the products cover/rap.Optimum two products one Panadol and other to effectively concertrate on Panadol. Give testimonials which have clear and understandable messages.

STRATEGY
Public Awareness Campaigns:
Doctors awareness by raps using effective testimonials and differentiative messages. Free sampling. Public awareness for effective and safe pain killers. Make contracts with govt health sector in different programs.

STRATEGY
Patient teaching
‡ Advise patient, parents, or other caregivers to contact prescriber if fever or other symptoms persist despite taking recommended amount of drug.

STRATEGY
‡ Inform patients with chronic alcoholism that drug may increase risk of severe liver damage. ‡ As appropriate, review all other significant and life-threatening adverse reactions and interactions, especially those related to the drugs, tests, and behaviors.

STRATEGY
ROUTE P.O P.R Onset 0.5-1 hr 0.5-1 hr Peak
10-60 min

Duration
3-8 hr (dose dependent) 3-8 hr (dose dependent)

10-60 min

STRATEGY
Distributors: More sales commission will be given Retailors: As a motivational factor we will nominate best retailor of the year and give bonuses.

POSITIONING
WHO: Panadol Extra for Pain and Fever patients. Panadol CF for Cold and Flu. WHY: Panadol is the best Mild and Moderate Pain and Fever brand . Panadol is stomach friendly.

POSITIONING
Panadol have attractive packaging and differentiative effects People want rapid and safe reaction.

PROMOTION
Panadol is Non technical product MOH approve to promote panadol through Lady Health workers, RMOs,Vaccinators, physicians.

MARKETING PROGRAMS
Patient awareness created to target Mild/Moderate pain and fever patients. Different seminars and conferences organized on board of Panadol. We will make sponsorships on International platforms /Seminars. A total cost of 1 million should allocate for marketing programs for 1st year.

FINANCIAL SUMMARY
P&L: Profit before tax²about3bn Profit after tax -----about 2.7bn Net Sales-------------7.1%from last year A&P Expenses: Our target is to keep A&P expenses 10% of Annual sales.

New Product Launch Plan

Awareness campaigns start to aware Doctors,Chemist,Distributors about new product features and comparative advantages. A new sessions countrywide for fieldforce trainings about panadol marketing and effective messages to doctors. Seminars and meetings organized .