Advertising Plan for OTC

Presented By:-
Sanket Patel
Dr. Brijesh Patel
Manthan Vora
Devendra Pandey
Dr. Shahid Hasan
Rohan Desai
Mitul Patel
 Flow Of Presentation
Introduction Of OTC Market
Prelaunch Activity
Mission
Money
Market Analysis
Message & Marketing
Media
Measurement
What are the otc drugs?
 Moov,
Moov,
Mass
 MassAdvertised
Advertised True
TrueOTC
OTCProducts
Products Vicks,
Vicks,
Crocin
Crocin

Allowed
AllowedOTC
OTCBut
But
Digene,
Digene,
Deemed
 Deemed Promoted
Promoted
Becosules
Becosules
Through
ThroughDoctors
Doctors

Schedule
ScheduleHHDrugs
Drugs
Combiflam,
Combiflam,
with
withhigh
high
OTC-X
OTC-X Brufen,
Brufen,
consumer
consumerpull.
pull.
Voveran
Voveran
Sold
SoldW/O
W/ORxRx

Product
ProductWith
WithHigh
High
Retailer
RetailerPush.
Push.Sold
Sold Paracetamo
Paracetamo
Generics
Generics
Without
Without ll
Prescription
Prescription
 Self
Self Go
GoTo
To Go
GoToTo
Do
DoNothing(9%)
Nothing(9%) Medicate(23%) Chemist(44%) Doctor(24%)
Medicate(23%) Chemist(44%) Doctor(24%)
SOURCE: Euromonitor Report 2008 CAGR(08/04): 8.5%
SOURCE: Euromonitor Report 2008
 Indian OTC Market 2008
Category wise Market share

Sourse: ORG IMS 2008

PRELAUNCH ACTIVITIES
 Which segment do we target?

 Me too or new segment?

 Same positioning or Different positioning ?

 Doctor’s Review
 Women prefer to ask about menstrual pain.
 Symptoms- Lower back pain,
Leg pain,Associated Headache,mild
Fever,Anxiety
 Preferable Medicine-Diclofenec
Sodium,Ibuprofen,Neproxen,Smooth Muscle
Relaxant
 PRODUCT INFORMATION

From Pain ……..…..to No Pain

HAPPY DAYS
The Durable pain reliever ……………ever
No more Painful Days ever….
HAPPY DAYS Comes forever
•Sustained Release tablets.
•Absorbed rapidly and almost completely from the gastro-intestinal tract.
•Ensures Durable action.
•Better patient compliance.
Sustained Release Tablet

STRIP OF TWO TABS

DOSAGE: 1 OD
PRICE: Rs. 10
 MISSION STATEMENT
• To alleviate pain and improving women's life
 OBJECTIVES

• To introduce for the first time a product in the

market which will give relief from menstrual
pain.
Company point of view Consumer point of view
More revenue as product is out of No need of consultation with
DPCO(OTC). gynaecologist

Easy to purchase without

prescription.
 CONTD…..
 To spread awareness among masses about
such condition, so that they can easily
understand that this problem can be cured by
an OTC product.
 Improvement in the lifestyle of women.
 To enter a new market and to attract a new
group of customers.
 MONEY

• Advertising budget- Cost or Investment ?

 HOW MUCH TO SPEND ?

HIGH

Sales

A B C

LOW Promotional Spending HIGH

 BUDGETING METHOD
 Percent-of-Sales Budgeting :

Based on sales forecast, for that we need to know

1.Projected units sales
2.NIR
 TARGETING

Target Market = 7 % of Indian women.

Population Data Source:- Census of India (2009 est)

 PRICING

Cost of production ( Factory Cost) 1.5 Rs./strip

Selling & Dist, Admin, Int. & tax 3 Rs./strip

PAT (Profit after Tax) 2.5 Rs./Strip

Wholesaler 1 Rs./strip

Retailer 2 Rs./strip

M.R.P 10 Rs./strip

So, NIR = 7 Rs.

 INR
PROJECTED UNITS/month 40.7 mn
* NIR * 7 Rs
= TOTAL SALES VALUE = 284.9 mn
-- COGS -- 61.05 mn
= CONTRIBUTION MARGIN-1 =223.85 mn
-- COFS, SPE*, LOGISTICS, ISS --85.47mn
= CONTRIBUTION MARGIN-2 =138.38 mn
-- ADMIN COST -- 6.105 mn
= EBIT = 132.27 mn
-- INTEREST & TAX -- 39.75 mn
= PROFIT AFTER TAX =92.52 mn

*Sales promotional expence ( Ad budget ) :- 25 % of total Value of sales i.e 71.22mn

MARKET ANALYSIS
 PRETESTING METHODS

1.Consumer Feedback Method

2.Portfolio Tests
3.Laboratory Tests
 Interpretation Of Consumer About
Advertisement
FINDINGS
1.Majority of our consumers saying that this advertisement has
executed the message of Pain Relief for menstrual pain.

2.Majority of the population has told that this advertisement is

informative.

3.The 27% of population is agree that this advertisement will

influence them to take action and 20% of population is strongly
agree to undertake the action.

4. The 56.67% of population is suggesting that there is no need to

any change.
Market Analysis Of Consumers About Product
FINDINGS
1.The 36.66% of population have experienced pain with
Menstrual Cycle and 30% of population was saying that there
is pain but sometimes.

2. The 60% of population was not consulted the Gynaecologist

and rest of them was consulted the Gynaecologist.

3. The 67% of population saying that Doctors prescribing the

tablet and 26.67% of population saying that Doctors
prescribing the Injection.

4. Majority of the population uses allopathic drugs for such

condition.

5. Majority of consumers will purchase such kind of OTC

Product if a pharmaceutical company launch.
MArketing
 Branding
Application of marketing techniques to a specific
product, Product line.
A Good Brand Name should be-
• be easy to pronounce.
• be easy to remember.
• be easy to recognize.
• be easy to translate
 HappyDays TableTs

The Durable Pain reliever ……………ever

Now no more Painful Days

 Sustained Release Tablets.

 Ensures Durable Relief
 Better patient compliance
Menstrual Pain
Associated Headache
Associated pain
 ABOUT ADVERTISEMENT

Brand Positioning Target USP Benefits

Customers
Tablet For Females First Pain Pain
Durable Between the reliever for Associated
HappyDays Menstrual age of 14-45 Pain with
Tablets pain Relief. associated Menstrual
with Cycle.
Menstrual
Cycle.
 Market

What does the market look like?

What is the size of the market.

Forecast based on facts.

 Changed mind of Indian Consumer
 About Advertisement & services
• Customer Pain
What problem does our idea solve?
• What is new about our idea?
• How far have we come?
• What can we offer of value to the customers?
 COMPETITION
No Any Competition As we are First............
Top Manufacturers of Diclofenac Sodium Tablets

Novartis Lupin

Wings
UniChem Labs

• Strengths and weaknesses of competitors?

 Has your perioD’s pain
ever GoT you inTo Trouble ?

WanT revenGe ?
HappyDays s.r. TableTs
No More Painful Days
Use HappyDays
HappyDays Tablets

The Durable pain reliever........ever

Now Painful periods never.......never

HappyDays Tablets

Use Tablet…… HappyDays

Say no to ……..Painful days

महिहिन्याच्या दिदिवसाना दका दघाबरायचे?
जेव्हिा दहिॅपी दडेझ दवापरायचे
HappyDays Tablets

अब दइस्तेमहाल दकीजिजए दहिैप्पीडेज

और दभूल दजाइए दपेनफु ल दडेज
 Deciding on the Media
• It involves three steps
a) Deciding on Reach, Frequency and Impact

b) Choosing among major media types.

c) Selecting specific Media Vehicle.

 Deciding on the Media
a) Deciding on Reach, Frequency and Impact: It
involves most cost effective media to deliver the
desired number of exposures to the target audience.
• Reach

• Frequency

• Impact
 Reach of Media
• The best media to reach the customer is the television.

• TRP of various channels.

 Deciding on the Media
b) Choosing among major media types: The
important variables here are
• Target audience media habits

• Product

• Message

• Cost.
 Deciding on the Media Cont…
c) Selecting Specific Media Vehicle: Audience size has
several possible measures..
• Circulation

• Audience

• Effective audience: Target audience.

• Effective ad exposed audience.

 TOTAL MEDIA BUDGET

Media Charges /month in Rs

Electronic Media 5,76,00000/-

Print Media(Newspapers) 76,35,000/-

Print Media(Magazines) 3,32,000/-

Outdoor Media(Trains) 6,84,000/-

Outdoor Media(Bus Panels) 34,90,000/-

Outdoor Media(Bus Hoardings) 14,84,000/-

TOTAL 7,12,25,000
 ELECTRONIC MEDIA
Name of Timings Rates for Ads/week No. of Amount
channel in pm 20Sec month/s (Rs)

Star Plus 9.30-10 6,00,000 8 1 1,92,00,000

Colors 8-8.30 3,00,000 8 1 96,00,000

Zee 9.30-10 3,00,000 8 1 96,00,000

Star Plus 9-9.30 6,00,000 8 1 1,92,00,000

TOTAL 5,76,00,000
 PRINT MEDIA
Name of Rate/sq cm No of No. of Amount/20
Paper (Rs.) Exposures/ month/s sq cm
month (Rs)
TOI 3240 25 1 16,20,000

Midday 255 15 1 76,500

Sakaal 775 25 1 3,87,500

Lokmat 1050 20 1 4,20,000

Gujarat 3000 25 1 15,00,000

Samachar
Rajasthan 625 20 1 2,50,000
Patrika
Name of Rate/sq cm No of No of Amount/20
Paper (Rs) Exposures/ month/s sq cm
month (Rs.)
Dainik 1818 25 1 9,13,000
Jagaran
Dainik 1645 20 1 6,58,000
Bhaskar

Statesman 330 20 1 1,32,000

The Hindu 1025 20 1 4,10,000

Indian 770 20 1 3,18,000

Express

HT 1900 25 1 9,50,000

TOTAL 76,35,000
 Bus Stand Hoardings
Location Size Rent/month No. of Amount
(Rs) bus stand (Rs)

Punjab 20ʹ×10ʹ 400 235 94,000

Uttaranchal 20ʹ×10ʹ 950 200 1,90,000

Kerala 20ʹ×10ʹ 1200 120 1,44,000

Rajasthan 20ʹ×10ʹ 400 120 4,80,000

Gujarat 20ʹ×10ʹ 2400 120 2,88,000

Maharashtra 20ʹ×10ʹ 2400 120 2,88,000

TOTAL 14,84,000
 Bus Panel
Name of Size(in Rate in No of No of Amount
State/City inches/cm) Rs/- Buses months (Rs.)
Bangalore 40ʺ×32ʺ 615 200 1 1,23,000

Hyderabad 40ʺ×32ʺ 1390 200 1 2,78,000

Maharasht 4.5ʹ×2.5ʹ 3300 200 1 2,78,000

ra
Mumbai 88ʺ×24ʺ 1050 200 1 6,60,000
(BEST)
Madhya 88ʺ×24ʺ 2000 200 1 2,10,000
Pradesh
Ahemdaba 4ʹ×3ʹ 1200 200 1 3,38,000
d
 Bus Panel
Name of Size Rate in No of No of Amount
State/City Rs/- Buses months (Rs.)

Chennai 4ʹ×3ʹ 1200 200 1 2,40,000

UP 3ʹ×2ʹ 620 200 1 1,24,000

Kolkata 7ʹ×3ʹ 1175 200 1 2,35,000

South 4ʹ×3ʹ 570 200 1 1,14,000

Bengal
Gujarat 4ʹ×3ʹ 660 200 1 1,32,000

Kerala 88ʺ×24ʺ 1050 200 1 2,10,000

 Bus Panel
Name of Size Rate in No of No of Amount
State/City Rs/- Buses months (Rs.)

Tamil 7ʹ×3ʹ 620 200 1 1,24,000

Nadu

Andhra 7ʹ×3ʹ 700 200 1 1,40,000

Pradesh

Punjab 40ʺ×32ʺ 640 200 1 1,28,000

Jaipur 7ʹ×3ʹ 1390 200 1 2,78,000

TOTAL 34,90,000
 Print Media(Magazines)
 Double Spread- Rs. 2,42,000/- per month
 Island- Rs. 90,000/- per month
 TOTAL cost- Rs. 3,32,000/- per month

Outdoor Media
 Railways Panel- Rs. 6,84,000/- per month
 Measurement
(Post Launch Measurement)

• Consumer Analysis

• Retailers Analysis

• Advertisement Effectiveness Analysis

SPECIAL THANKS TO
-Mr. Navneet Modi
Director,Tripada Healthcare ,
Ahmedabad
-Mr. Ashvin Gandhi
Paras Pharmaceutical ( I ) Ltd., Ahmedabad
-Dr. Dilip Moradia
Polymorphs Laboratories, Bhavnagar