www.proteamegypt.com
    ProTeam Egypt

Zithrokan Marketing Campaign Proposal   13.8.2010
SITUATION ANALYSIS
    2




                     www.proteamegypt.com
Market situation



    Primary     Heavy secondary      Product name       Customer




                                 ...
Objective

• Our objective is to create
  •   Zithrokan Branding
  •   New product positioning




                       ...
ACTION PLAN
  5




              www.proteamegypt.com
Zithrokan Campaign

Branding


                                  • It is a two year campaign.
  Positioning




          ...
1   2              3   4   5       6         7   8    9        10    11   12

        Branding

                          ...
Agenda

1.   Branding
2.   Positioning
3.   Brand graving




                            www.proteamegypt.com
4.   Compet...
www.proteamegypt.com
Zithrokan brand name
1. BRANDING                   9
1. Branding

     Zithrokan,, THE BRAND                  Items
•   Brand name               •   New Iconic
•   Indications...
Iconic,, brand name
• Why Iconic
  •   Help in brand name reminding
  •   Force reader to read it as Zithrokan
  •   Refle...
ZithroKan
  People read only the small words.. Or the read the 1st part, and




                                         ...
Iconic




         www.proteamegypt.com
13
None drop brochure

            Why non-drop                         content
• Concentrate production budget   • The scien...
½ flyer

• Each one contain one message only      • Describe patient profile, multiple
• Materials will reflect product im...
½ flyer




     www.proteamegypt.com
16
½ flyer




     www.proteamegypt.com
17
Education - Chest infection
• GP are mainly fresh graduated doctors.




                                           www.pr...
19
20
21
www.proteamegypt.com
Battle of your mind
2. POSITIONING          22
2. Positioning


• Focus on Patent profile
• Personalize patient situation




                                           ...
www.proteamegypt.com
24
www.proteamegypt.com
25
Gimmicks




               • costars




     www.proteamegypt.com
26
Gimmicks




                           www.proteamegypt.com
           • Block-Notes



                             27
www.proteamegypt.com
Gain more market share
COMPETITIVE SHIFT          28
Objective


• Our objective in this phase to
  elevate our market share..




                                   www.prote...
Competition


              Competition




                                          www.proteamegypt.com
         Primar...
• Three steps:
  1.   Select the big name
  2.   Crack the big name




                                             www.p...
• Two steps:
  • Select the big name
  • Crack the big name




                                        www.proteamegypt.c...
• Some say “Zithrokan develop resistance”
• We say, “they only need to make money,, we own RTI market ,,




             ...
www.proteamegypt.com
Back from the start
INDICATION HAMMERING     34
www.proteamegypt.com
MARKET SHARE AND SUSTAINED CAMPAIGN     35
www.proteamegypt.com
Thanks
ProTeam Egypt

                  36
•   E-mail: info@proteamegypt.com
                                                   •   Mob. : (+2) 012 170 60 50 - (+2) ...
BY: ABDULRHMAN ATTIA TANTAWY
Arhman.Tantawy@gmail.com
002 010 74 20 147
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Zithrokan marketing campaign || ATantawy

  1. 1. www.proteamegypt.com ProTeam Egypt Zithrokan Marketing Campaign Proposal 13.8.2010
  2. 2. SITUATION ANALYSIS 2 www.proteamegypt.com
  3. 3. Market situation Primary Heavy secondary Product name Customer www.proteamegypt.com competition competition complication behavior Busy and Well known declining market active ingredient due to resistance and indications 3
  4. 4. Objective • Our objective is to create • Zithrokan Branding • New product positioning www.proteamegypt.com • Unique selling points • Increase market share • Create new tool to memorize Zithrokan name. 4
  5. 5. ACTION PLAN 5 www.proteamegypt.com
  6. 6. Zithrokan Campaign Branding • It is a two year campaign. Positioning www.proteamegypt.com • Campaign preparation should be fully Brand graving planed and designed. • Customized sales force training programs Competition shift for maximum implementation. Indication hammering 6
  7. 7. 1 2 3 4 5 6 7 8 9 10 11 12 Branding Positioning www.proteamegypt.com Brand graving CS CS Action Plan 7 12 month plan
  8. 8. Agenda 1. Branding 2. Positioning 3. Brand graving www.proteamegypt.com 4. Competition shift 5. Indication hammering 8
  9. 9. www.proteamegypt.com Zithrokan brand name 1. BRANDING 9
  10. 10. 1. Branding Zithrokan,, THE BRAND Items • Brand name • New Iconic • Indications • None drop brochure • Target segments • The ½ flyer www.proteamegypt.com • USPs • GP education materials • Compatibility . 10
  11. 11. Iconic,, brand name • Why Iconic • Help in brand name reminding • Force reader to read it as Zithrokan • Reflect indication www.proteamegypt.com • Used as advertising tool and material We are hammering on • Iconic element the sub- conscious . • Represent product name • Reflect indication • Catchy • Simple and new 11
  12. 12. ZithroKan People read only the small words.. Or the read the 1st part, and www.proteamegypt.com complete the rest from the sub-conscious (always the big brands)… Pack 12
  13. 13. Iconic www.proteamegypt.com 13
  14. 14. None drop brochure Why non-drop content • Concentrate production budget • The scientific materials • Doctors mainly don’t save the • Efficacy brochure (we will use • Compliance www.proteamegypt.com • the ½ flyer and • education materials or • The number 3 factor • block-note, • Chest infections • costars , • New way for delivering infection • patent card , message • leather agenda • Cost ineffective • Safety 14
  15. 15. ½ flyer • Each one contain one message only • Describe patient profile, multiple • Materials will reflect product image doses complication. • Simple and one message content www.proteamegypt.com 15
  16. 16. ½ flyer www.proteamegypt.com 16
  17. 17. ½ flyer www.proteamegypt.com 17
  18. 18. Education - Chest infection • GP are mainly fresh graduated doctors. www.proteamegypt.com 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. www.proteamegypt.com Battle of your mind 2. POSITIONING 22
  23. 23. 2. Positioning • Focus on Patent profile • Personalize patient situation www.proteamegypt.com • Motivated by emotional and • Let them say “NOW YOU real life situations CAN” • Create a local and Egyptian atmosphere between Doctors and the product 23
  24. 24. www.proteamegypt.com 24
  25. 25. www.proteamegypt.com 25
  26. 26. Gimmicks • costars www.proteamegypt.com 26
  27. 27. Gimmicks www.proteamegypt.com • Block-Notes 27
  28. 28. www.proteamegypt.com Gain more market share COMPETITIVE SHIFT 28
  29. 29. Objective • Our objective in this phase to elevate our market share.. www.proteamegypt.com • Use powerful USPs • Hit on competitors week points,, convert them to our strong point 29
  30. 30. Competition Competition www.proteamegypt.com Primary Secondary New The big 5 30 generations
  31. 31. • Three steps: 1. Select the big name 2. Crack the big name www.proteamegypt.com 3. The Swiss watch campaign The Primary competition 31
  32. 32. • Two steps: • Select the big name • Crack the big name www.proteamegypt.com • Hit hard from the start campaign The big 5 32
  33. 33. • Some say “Zithrokan develop resistance” • We say, “they only need to make money,, we own RTI market ,, www.proteamegypt.com safe and effective ” The New generation 33
  34. 34. www.proteamegypt.com Back from the start INDICATION HAMMERING 34
  35. 35. www.proteamegypt.com MARKET SHARE AND SUSTAINED CAMPAIGN 35
  36. 36. www.proteamegypt.com Thanks ProTeam Egypt 36
  37. 37. • E-mail: info@proteamegypt.com • Mob. : (+2) 012 170 60 50 - (+2) 010 74 20 147 Contact us • Tel. & Fax. : (+2) 227 308 40 - (+2) 02 263 68 295 • Fax: (+2) 227 430 90 If you have an enquiry regarding an exciting new www.proteamegypt.com • Address : 34A, El-Hegaz St., Heliopolis, Cairo, project, or would like to discuss any future Egypt projects you may have in mind, feel free to drop a mail, or call us on our contact: Also you can visit our website: www.proteamegypt.com/home 37
  38. 38. BY: ABDULRHMAN ATTIA TANTAWY Arhman.Tantawy@gmail.com 002 010 74 20 147

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