Digital week presentation for P&G

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Répondre au brief suivant pour P&G health care: …

Répondre au brief suivant pour P&G health care:

-Défendre l’intérêt du Master to Localization auprès d’une direction globale en terme d’efficacité et d’optimisation de coût - temps de développement.

-Comment différentes approches multicanales 100% digitales (à proposer, dont au moins de la visite à distance RED) peuvent compléter ou se substituer à la visite médicale classique selon les cibles. Vous pourrez également proposer des stratégies de différenciation de contenu.

-Quelle organisation (méthodologie, ressources humaines, etc.) préconisez-vous pour assurer la réussite du projet selon vos recommandations et accompagner le client dans sa conduite du changement vers une stratégie digitale globale?

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  • 1. DRCOM for P&G Pharmacy Channel Account DIGICOM TEAM Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicolas Sarrasin 11/01/2013 1
  • 2. Agenda 1. Our M2L solution 2. Go further in your global digital marketing strategy 2
  • 3. Master to Localization solution For your Ipad campaign implementation 3
  • 4. Individual projets Heterogeous contents Content Cost Timing 4
  • 5. Master to Localization Globaly homogeneous - Locally adapted Content Cost Timing 5
  • 6. Success Stories 1 Master 25 Countries 5 months 1 Master 6 Countries On-going 2 Masters 40 Countries 6 months 6
  • 7. Your request  Strategy to implement a new DSA iPad  15 Countries around the world  To present 14 Key products of your portfolio 7
  • 8. •France •Espagne Our Solution •Italie • Allemagne • Venezuela •Brésil •Portugal •Grèce •Pays Bas •Russie •Pologne •Australie •Inde •Mexique •Belgique 8
  • 9. Let’s have a look… France 9
  • 10. Let’s talk cost effectiveness…  Option 1 : Country by Country CREA 1 BRAND: ANIM 4*100 STATIC 6*50 n° brands France Spain Italy Germany Russia Brazil Venezuela Australia India Greece Netherlands Poland Portugal Belgium Mexico COST 700 SUBTOTAL 12 11 9 11 8 10 11 9 9 12 9 11 9 12 9 8400 7700 6300 7700 5600 7000 7700 6300 6300 8400 6300 7700 6300 8400 6300 TOTAL : 106 400 10
  • 11. Let’s talk cost effectiveness…  Option 2: M2L MASTER TOTAL MASTER: 700*14 9800 LOCALIZATIONS n° brands France Spain Italy Germany Russia Brazil Venezuela Australia India Greece Netherlands Poland Portugal Belgium Mexico COST ADAPT 1 BRAND SUBTOTAL 308 12 308 11 308 9 308 11 308 8 308 10 308 11 308 9 308 9 308 12 308 9 308 11 308 9 308 12 308 9 TOTAL LOC. 3696 3388 2772 3388 2464 3080 3388 2772 2772 3696 2772 3388 2772 3696 2772 56616 TOTAL : 66 416 11
  • 12. Timeline F2F Ipad 2013 │MASTER │LOCALISATIONS │2 TESTS - PILOT COUNTRY October 15 - 30 September 01 - 15 September 15 - 31 August 01 - 15 August 15 - 31 July 01 - 15 July 15 - 30 June 01 - 15 June 15 - 31 May 01 - 15 May 15 - 30 April 01 - 15 April 15 - 31 March 01 - 15 March January 15 - 28 Febrary Summer 01 - 15 Febrary Winter │LAUNCH Seminar 1 1: 2: 3: 4: 5: 2 3 4 5&1 2 3 4 5 Reporting Brief Global Marketing review of the storyboard Validation of modifications GO for production Final approval 12
  • 13. Global Digital Strategy Middle term vision 13
  • 14. Digital multi channel approach Strategic orientation Implementation of digital marketing tools Objectives • Increase sales force effectiveness • Increase sells and turnover by 10 % increasing the sell out in pharmacies 14
  • 15. STRATEGIC ORIENTATION 15
  • 16. Deployment of new digital tools Opportunity zone:the strongest growth for P&G is taking place in emergent markets (India 10.6% of growth,Brazil…) Western Europe where market growth remain flat However it is one of the biggest market size value for P&G Eastern Europe where P&G has a negligeable presence however the Teva/P&G joint venture may change the positioning 16
  • 17. 3 Key Localizations Flat growth market Opportunity zone Small market region 17
  • 18. Deployment RED Web platform Serious game In store tablet France India Poland 18
  • 19. Timeline Reporting 1 2 3 4 5&1 1 : Brief 2 : Global Marketing review of the storyboard 3 : Validation of modifications 4 : GO for production 5 : Final approval 19 19
  • 20. Cost of new tools developement  Creation of the web plateform 1200 K  RED 1700 K  Procter Academy 600 K  In store tablet quiz 3000K Total=6500 K € 20
  • 21. Do you have any questions? 21
  • 22. P&G Project Master to Localization Implementation January 2013 22
  • 23. P&G’s request  Strategy to implement a new DSA iPad  15 Countries around the world  To present 14 Key products of your portfolio 23
  • 24. The contract with P&G F2F with Ipad In-store tablet quiz Web Plateform • • • • Serious Game « Procter Academy » Merchandising Trade E-learning Orders RED 24
  • 25. Project deployment 25
  • 26. Human Resources  Repartition  1 PM Latina America : Mexique, Venezuela, Brasil in P&G Brazil Subsidiary  1 PM Pacific Asia : India, Australia in P&G India Subsidiary  3 PM Europe (Russia included) in DRCOM Germany, Italy and France  1 BBC & 3 PM at DRCOM Headquarter • Internal recruitment  1 Brand Channel Coordinator  3 Project Managers ( 2 FT, 1 PT) • External recruitment  5 Project Managers  2 Interns Team of 11 persons 26
  • 27. Intern Costs  1 BBC : 4 000€ / month : 8000*20 = 160 000 €  7 PM FT : 3500€ /month -> 7000€ *7 = 49 000 €  * 20 mois = 980 000€  1 PM PT   50% * 2 months : 7 000 € 20% * 18months : 25 200 €  1 digital intern (6 months) : 2000€ *6 = 12 000 €  1 intern (2months) : 1000€ *2 = 2 000 €  Frais annexes (Frais embauche, notes de frais, consommables…) : 100 000 €  Digital creation : 4 000 000 € TOTAL : 5 286 200 € 27
  • 28. Pricing Cost : 5 286 200 € Revenue : 7 000 000 € BENEFICES : 1 714 000 € 28
  • 29. LET’S GO !!! 29