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Jamjoom Pharma Nutraceuticals consumer communication plan

Jamjoom Pharma Nutraceuticals consumer communication plan

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  • Dear Mr Faris

    I just found your presentation about JP Nutraceuticals , a brand I work for since 2014 .I think your work is very interesting , creative , I don't know what happened with it but I think it will be nice to met if you are in Jeddah and exchange some ideas .
    Kind regards
    Horia Vilcu
    horia.vilcu@jamjoompharma.com
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  • 1. Intellectual propertyPlease note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way.ConfidentialityThe contents of this proposal are strictly confidential between Brackets and the company to whom the proposal is addressed, andmay not be shared with any other party without Brackets permission.
  • 2. [Every product has one great campaign in it] Mike WellsOnly with openness, nosiness & excitement, is it possible to discover something new in a product ora brand that nobody else has discovered yet. This is the material that great ideas are made of.
  • 3. [Our understanding of the pharmaceutical industry]
  • 4. [Our understanding of the Nutraceutical industry] Traditional Nutraceutical Non-Traditional Nutraceutical Modern Nutraceuticals are available as forms of food, orTraditionally, nutraceuticals came in a medicinal format such included in foods or as whole food itself such as probiotic as a capsule, tablet or powder in a prescribed dose drinks and yogurt Nutraceuticals can be classified on the basis of the beneficial ingredient and/or therapeutic benefit claimed Ingredients Therapeutic Use • Phytochemicals, • Bone & joint health • Immune system• Antioxidants, carotenoids plant extracts • Probiotics and prebiotics • Cancer risk reduction • Maternal & infant health• Dairy-based ingredients • Proteins, peptides, amino acids • Cardio health & diabetes • Respiratory health• Fibers and carbohydrates • Soy-based ingredients • Cognitive &mental function • Skin health• Minerals• Nutritional lipids and oils • Vitamins & premixes • Energy & endurance • Weight management • Eye health Vitamins and Minerals Food Supplement
  • 5. [Drivers & Challenges] Challenges Lack of standardisation DriversIncreasing shift towards preventive therapies High pricingIncrease in Healthcare Spending Lack of awarenessAgeing population Marketing and distribution challengesGrowth in pharma retail chainFavorable pricing environment
  • 6. [Trends] Fortified FoodsAlternative Foreign Tie-Ups Medicine Trends
  • 7. [Building a strong OTC brand] Understand the consumer Change your own team’s mindset Stand out with stand forCreate a holistic brand experience
  • 8. [UNDERSTAND THE CONSUMER]
  • 9. Hello!I am your customer.Yes, a real person, a human being.I have my needs and wants, to get throughthe day, and to achieve what I must. But alsohave my hopes, dreams and ambitions.For too long you have treated me as a nameor number.You group me into what you call a segment,or sometimes just a mass market.But I’m not prepare to tolerate that anymore.I am me, don’t treat me like somebody else.Customer Genius, Peter Fisk
  • 10. [What doesn’t work with consumers]
  • 11. [What doesn’t work with consumer] Complexity of Ice cold Fear asmedical jargon functionality Motivation
  • 12. [What works with consumers]
  • 13. [Genuine Interaction]Changing perspective, seeing the situation through consumers’ eyesWorking around consumers’ drivers of demand Talking to directly to consumers, inan accessible language
  • 14. [Take them on a journey] In the context of their world With personalized information Complexity made simple
  • 15. [Empathy] Being reassuring and comforting Good visualization and good messagingFocusing on the end benefit and minimizing the problem
  • 16. [CHANGE YOUR TEAM’SMINDSET]
  • 17. [Take the consumer on board]Specialist Solution Consumer Specialist
  • 18. [Take the consumer on board]Specialist Brand Consumer
  • 19. [Sweet spot between functional and emotional]
  • 20. [Assuring meaningful visible design]
  • 21. [Assuring meaningful visibility]
  • 22. [Building the brand on its final benefit]
  • 23. [Considering 3D innovation]
  • 24. [Shifting from information to inspiration]
  • 25. [Sominex Case Study][STAND OUT WITH STAND FOR]
  • 26. [From the consumer perspective]
  • 27. [With a simple and bold idea…]
  • 28. [.. authentic to the brand]
  • 29. [Engaging personality]
  • 30. [Brilliantly executed]
  • 31. [CREATE A HOLISTIC BRANDEXPERIENCE]
  • 32. [We call it Brandworld]Holistic experience is built beyond packaging, as the packaging can’tcover everything.It starts with the Brand Idea and takes the consumer on a consistentjourney, where everything builds on and leads to the final benefit.
  • 33. DSM Nutritional Products USA, Europe, Asia
  • 34. [Strategy, Samples & Budget][OUR APPROACH]
  • 35. [Our approach]A roadmap encompassing short, medium and long-term goals [Proposition] What we are promising to the consumers [Brand Identity & Presence] Establish an identity that creates a long term position within the category [Public Relations] Media Relations and updates on company [Media Plan & Budget] Communicate with them at times where we can be a tool for intelligent living.
  • 36. [Proposition]
  • 37. Market Proposition:The tool that helps intelligently navigate through your day.
  • 38. Intelligence“the aggregate or global capacity of the individual to act purposefully, to think rationally, and to deal effectively with his environment." -David Wechsler, Psychologist and creator of the Wechsler Adult Intelligence Scale (WAIS) "...goal-directed adaptive behavior." -Robert Sternberg, Psychologist and Dean of Arts and Sciences at Tufts University
  • 39. Tools for Intelligence Living
  • 40. Tools for Intelligence Living
  • 41. [Brand identity & Presence]
  • 42. [Packaging]The packaging is relevant with the study conducted previously:• Friendly• Visible• Informative• Consistent
  • 43. [Corporate Oriented Promotions]
  • 44. [Consumer Oriented Promotions]
  • 45. Product Leaflet
  • 46. In-Store POS Materials
  • 47. [Mall Stands]
  • 48. [Distribution]JeddahRed Sea Mall 3 daysMall of Arabia 3 daysRiyadhAl Mamlaka 3 daysFaisaliya 3 daysRiyadh Gallery 3 daysHayat Mall 3 daysDammamAl Rashid Mall 3 daysDhahran Mall 3 days
  • 49. [Public Relations]
  • 50. [Key Messages] JP Nutraceuticals has a positive impact on your lifestyle JP Nutraceuticals JP Nutraceuticals JP Nutraceuticals provides customized provides high quality can have a positive nutraceuticals that improvenutraceuticals in association impact on the overall your overall health with the best in the field health of the community and lifestyle
  • 51. [Strategic Approach]Objectives StrategiesTo support JP Nutraceuticals Run internal , media & stakeholder’s audits to benchmark the JPcommunications department to build the Nutraceuticals’ current statusfoundation and prepare annual strategy to According to audits results, benchmark and set clear runsupport the JP Nutraceuticals’s objectives communications objectives Draft/prepare background collateralInform & educate the target audience on Build JP Nutraceuticals’s Brand identity by focusing key messagesJP Nutraceuticals, background and to tailored target audiencesproducts Development of all media and stakeholder documents Build a media relations campaign to increase the information flow and interaction with the mediaDevelop a long-lasting and positive Demonstrate best practice and its implementation within theperception (image) of JP Nutraceuticals , business to key target audience through high profile activitiesits products across target audience Establish brand presence in the Saudi online communityProtect JP Nutraceuticals reputation and Develop an issues management approachact proactively should any issue arises to Provide ongoing monitoring & evaluate the program to maintainprevent any potential crisis effective communications Develop internal brand advocates
  • 52. [Communications Campaign Timeline] Media Relations - Proactive Message Reputation development protectionPreparation Results Evaluate, review, Audits to refine benchmark Internal communications programme Stakeholder, CSR, governmental engagement programme
  • 53. [Media Plan & Budget]
  • 54. TV Press Wireless Direct Mail Email MagazinesAdvertising Loyalty Competitions Schemes In store Event Cause Promotions POS Sponsorship Related Content SMS/Mobile Sponsorship/ Creation Partnership Online Advertorials/ PublicAdvertising Expert CONSUMER Vouchers Transportation Editorial On Pack Viral / WOM Email Consumer Online Consumer Lifestyle Trade Content Entertainment Shows Member Interviews Schemes Websites Product Placement (TV) Radio Posters Outdoor Ambient Key : Awareness Conversations Experiental Personal
  • 55. Activity 1 2 3 4 5 6 7 8 9 10 11 12 TotalsBrand Identity: Logo and Packaging (3 a a a a a a a a a a a apacks/month)Cost 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 136,800.00BTL Materials ( Leaflets/ Brochure) a a a a a a a a a a a aCost 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 300,000.00Website Development / Online a a a a a a a a a a a amarketingCost 50,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 380,000.00Magazine Ads ( Lifestyle/ Business a a a a a a a a a a a amagazine)Cost 120,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 780,000.00Public Relations (Press releases,interviews, press kit, press a a a a a a a a a a a aconference, featuresCost 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 480,000.00Press Ads ( Corporate) a a a a a a a a a a a aCost 100,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 650,000.00Point of Sale (Stands,Posters, Window a a a a a a a a a a a astickers, danglers, shelf talkersCost 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 300,000.00Mall Booths aCost 200,000 200,000.00Mall Mupi (240 faces/2 weeks) aCost 200,000 200,000.00Tactical Unipole (8 faces) aCost 180,000 180,000.00Radio Sponsorship ( MBC FM, - 1 amonth)Cost 140,000 140,000.00Market ResearchCost -Direct Marketing & Email Shots a a a a a a a a a a a aCost -TVC 30"/60" & TV Bumper 10"Cost -Events/SponsorshipCost - Totals 1,091,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 3,746,800.00 % of Quarterly Budget 69 15 15 33 33 33 33 33 33 33 33 33 1,574,200 724,200 724,200 724,200
  • 56. Thank You