Viagra Promotion Strategy Mod 23rd April 09

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Got an opportunity some time back to present a promotion strategy for the wonder drug VIAGRA in India. So here's what I presented.

Did it get implemented? No! I heard that Pfizer works like a bureaucracy... Can't say anything about the veracity of the claim but if it's true, by any chance, then they need to pop the same drug that they prescribe :).

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Viagra Promotion Strategy Mod 23rd April 09

  1. 1. A Presentation on Promotion Strategy By Carat Fresh Integrated April ’09 Viagra
  2. 2. Sildenafil Citrate based pills Prescription drug for Erectile Dysfunction Highly priced Faces stiff competition from Generic brands like Penegra, Edegra, etc. Late-mover in Indian Market Has about 2-3% of Rs130cr market* *http://economictimes.indiatimes.com/ET_Cetera/Is_Indian_male_in_perfect_shape/articleshow/2570771.cms About Viagra
  3. 3. Ask anyone what is the solution for Erectile Dysfunction? Viagra In spite of low market share, awareness is not the problem for the brand. Viagra is almost a generic name for the category.
  4. 4. Total Market Rs.130 cr. Average Price Rs.25/pill Total number of pills sold 5,20,00,000 (5.2 cr.) Market Size (in no. of men) 70-90 million Sexual Desire (conservative estimate) 2/month (24 per annum) Potential Market (in no. of pills) 168,00,00,000 (168 cr.) Estimated market penetration 3.09% approx. In spite of this, market growth rate in lower single digit! Market Scenario
  5. 5. Huge Untapped Market
  6. 6. Huge Untapped Market… Why? Lack of awareness of the problem itself Aware of the problem but hesitation in talking about it/consulting the doctor Biggest Barrier: Conservative Attitude towards Sex & Sexual Problems
  7. 7. In the context of Indian Men… “ Sexual problems do not afflict us. They afflict only women.” It’s about Masculinity It’s about Prestige It will go away on its own “ It can’t happen to me.” No one should know about it. It’s embarrassing/down-market to seek a treatment. Will consider only if the problem is very serious.
  8. 8. Specific to Erectile Dysfunction… It’s a natural process. “ It’s a question-mark on my Masculinity.” It’s about Prestige What will my wife/girl-friend think? My friends will make fun of me…
  9. 9. Huge Untapped Market… Why? Lack of awareness of the problem itself Aware of the problem but hesitation in talking about it/consulting the doctor To address these issues, imperative that people look at sexual-issues seriously (demands attention) but normally (isn’t a big deal)
  10. 10. Imperative for Erectile Dysfunction Erectile Dysfunction evokes a fear but is seen as any other problem like common cold, fever, headache, etc. and Cases in point: Condoms, Sanitary Napkins, etc.
  11. 11. Strategy for Viagra in India Viagra is the generic name of the solution for the problem. Therefore…
  12. 12. Strategy for Viagra in India Market the problem. Market Erectile Dysfunction. Evoke fear but make it seem like just another problem because it has a solution.
  13. 13. How do we market the problem? Key Question: Huge country, low budget Scattered TG Conservative Attitude Conditional factors: High pricing, therefore premium image of the brand Medium Message
  14. 14. How do we market the problem? Key Question: Huge country, low budget Scattered TG Conservative Attitude Conditional factors: High pricing, therefore premium image of the brand Message Medium
  15. 15. What medium? Cinema Hall Slides in Multiplexes # 1 A mandatory source of entertainment for people of all ages and classes Captive audience Comparatively inexpensive Women, the prime influencer in such matters, also receives the message
  16. 16. What medium? Human Banners # 2 Flexibility in placement of banners Comparatively inexpensive Office going prospects in big cities get the message when they are more likely to pay attention
  17. 17. What medium? Posters in Washrooms (in malls, multiplexes, clubs, 5-star hotels) # 3 A non-public medium to talk to the TG Comparatively inexpensive
  18. 18. Message How do we market the problem? Key Question: Huge country, low budget Scattered TG Conservative Attitude Conditional factors: High pricing, therefore premium image of the brand Medium
  19. 19. What kind of tone & message could work in a seemingly delicate but paradoxical situation? Talk in public about a seemingly private matter…
  20. 20. It’s like… a look in one’s eyes which only a lover’s eyes can read…
  21. 21. It’s like… an encoded message sent from the base to the men on the frontline…
  22. 22. An encoded message Almost a teaser Triggering a curiosity, enough for the reader to SMS & ask for more details…
  23. 23. Encoding the problem… Erectile Dysfunction = ED
  24. 24. Code-word for those suffering from ED… ED+ve
  25. 25. ED comin’ betwn u n ur wife? Is SMS 696969 Are u ED+ve ?
  26. 26. ED encouragin’ u to smoke more? Is SMS 696969 Are u ED+ve ?
  27. 27. ED makin’ u older? Is SMS 696969 Are u ED+ve ?
  28. 28. ED givin’ u sleepless nights? Is SMS 696969 Are u ED+ ?
  29. 29. ED forcin’ u to work late nigts? Is SMS 696969 Are u ED+ve ?
  30. 30. ED ripping ur family apart? Is SMS 696969 Are u ED+ve ?
  31. 31. ED smilin’ on u? Is SMS 696969 Are u ED+ve ?
  32. 32. ED playin’ wid ur happiness? Is SMS 696969 Are u ED+ve ?
  33. 33. ED Did u google SMS 696969 ? Are u ED+ve ?
  34. 34. ED Hav u evr talked abt SMS 696969 ? Are u ED+ve ?
  35. 35. Thank You.

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