Kefentech || Abdelrhman Tantawy

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pharmaceutical product campaign in pharmacy and direct consumer

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Kefentech || Abdelrhman Tantawy

  1. 1. ‫ألزقها و أرتاح‬ By: Abdelrhman Attia Tantawy, 2009
  2. 2. Overview • KEFENTECH is a new product to Egyptian market . • Kefentech is a transdermal patch can be used while fasting. • Safety of Kefentech make it drug of choice for pregnant , elderly, asthmatic patient …. Etc by:aa.tantawy
  3. 3. Objective • Be Market leader for analgesic anti- inflammatory plasters. • Brand awareness between : 1. Pharmacists 2. Our costumers .. • Educate the market about new product features and indications . • PUSH our product for trying . by:aa.tantawy
  4. 4. TOWS analysis S W •Fast •New product •Long lasting •Safe •Open market •Focus our ad. before/in O •No competition Ramadan. •Educts the market •Ramadan •Make strong position . •Appear of new T competition soon. •positioning •Branding by:aa.tantawy
  5. 5. Target – Pharmacist and doctors. – Direct costumer • Elderly • Athletic • Pregnant woman • Fasting people . by:aa.tantawy
  6. 6. Positioning – As the 1st “market leader” and the best. – The long lasting pain killer. by:aa.tantawy
  7. 7. Promotion • We’re going to use 3 ways ad. tools. 1. Audio media in FM radio 2. Press and in store printing. 3. Direct marketing . • Don’t use sale promotion … will decrease our product image … by:aa.tantawy
  8. 8. AUDIO AD.
  9. 9. Idea generation “Past it and relax” Past it: to inform that relax: coming from our product is a the 1st impetration to transdermal patch the drug … also not orally … reflect the fast onset differentiation of action and long between other duration. heavy competitor … by:aa.tantawy
  10. 10. Concept • new product need too attractive ad. To start word of mouth and audient catching words. So using funny ad. • Adding our position : • long duration of action. • Powerful effect • fast onset of action . • Emergence indication that can help you any time any where . • Safety for pregnant . • Kefentech don't break your feast. • End the ad. With formal slogan with formal voice to inform the customer about indications of the product. by:aa.tantawy
  11. 11. Radio ad. NO 1 Ramsees …. by:aa.tantawy
  12. 12. Creative idea • It will be conversation between two persons in the street. • Trusting the product efficacy . • use historical character to add long duration of action. by:aa.tantawy
  13. 13. ‫‪Radio ad. Script‬‬ ‫• ”صٛخ ضارع ٚ اضخص ٚ سٍاراخ ... تً تٍٍة ” .‬ ‫عًٍ : أدّذ , ٘ٛي أرا عارٌف ٌٍح ذّثاي رِسٍس ٌسٗ ٚائف وذج ٚ‬ ‫•‬ ‫ضٙر ِفرٚد ِٓ 000.001 سٕح ؟؟!!!؟؟‬ ‫أدّذ: ٌٍٗ ٌا أتٛ عًٍ ؟!!‬ ‫•‬ ‫عًٍ: عٍطاْ داطٍد ٌسلح وٍفٕره عًٍ ضٙرج ِٓ ساعد ِا ٚأف ٕ٘ا...‬ ‫•‬ ‫أدّذ : ٌا سالَ .. ٘ٛا فً ِماسٛ ؟؟!!..‬ ‫•‬ ‫• ‪ : Vo‬وٍفرٍه , أول ٌسلح أٌُ فً ِصر .‬ ‫وٍفٕره , اٌسلٙا ٚ أرذاح‬ ‫‪by:aa.tantawy‬‬
  14. 14. Radio ad. NO 2 S3edi 3la alsoor by:aa.tantawy
  15. 15. Creative idea • Using Egyptian persons from “als3eed” makes good communication between Egyptian market and our product ( ice- break) . • The idea is a conversation between a bay and his father , the boy falls from garden’s wall and start conversation in a funny way by:aa.tantawy
  16. 16. ‫‪Radio ad. Script‬‬ ‫• ‪ :vo‬فً ٌَٛ ِٓ األٌاَ ِذّذٌٓ واْ تٍٍعة ٚ ٚلع عًٍ رجٍٗ ِٓ عًٍ اٌصٛر تراع‬ ‫عستح أتٛج.‬ ‫”صٛخ ٌٚذ تٍٍعة ... ٚ تعذٌٓ تٍمع ٚ صٛخ أٌُ ضذٌذ ” .‬ ‫آٖ ٌا تاتا آٖ رجًٍ ٚاجعأً أٚي !!!!!!!! آٖ‬ ‫• ِذّذٌٓ :‬ ‫أٔطف ٌاد . خذ أٌسق وٍفٕرٍه عًٍ رجٍه ٚ أٔد ذرذاح ؟!!‬ ‫• األب :‬ ‫طٍة. ٖٚ ... دا اٌٛجع راح خاٌص ٌاتٛ .‬ ‫• ِذّذٌٓ :‬ ‫• ‪ٌٍِٙٛ ِٓ ٚ : Vo‬ا , ِذّذٌٓ وً ٌَٛ تٍٕط ِٓ عًٍ اٌصٛر تراع عستد أتٛج‬ ‫‪ : Vo‬وٍفرٍه , أقىة ٌسلح أٌُ فً ِصر .‬ ‫•‬ ‫وٍفٕره , اٌسلٙا ٚ أرذاح .‬ ‫‪by:aa.tantawy‬‬
  17. 17. Radio ad. NO 3 Alged alshoga3 by:aa.tantawy
  18. 18. Creative idea • For elderly segment we use grand father as a symbol. • Boy and his grandfather .the boy see our patch on his grand arm so ask “what is that!!” … and ad. Begin. by:aa.tantawy
  19. 19. ‫‪Radio ad. Script‬‬ ‫• ”صٛخ ٌٚذ تٍٍعة ... ٚصٛخ عجٛز : عًٍ ٍِٙه عٍٍا ٌا ٌٚذ ” .‬ ‫جذٚا جذٚا , ٘ٛا أٌح أًٌ أرا دطح عًٍ دراعه دٖ ٌا جذٚا ؟!!؟‬ ‫اٌٌٛذ :‬ ‫•‬ ‫٘ا أًٌٚ ؟؟!!؟ .‬ ‫ٌاٖ , ٌسلح وٍفٕرٍه دج لصح أدٌّح ، وٕد ِاضً فً اٌصذرٖ ٚ‬ ‫• اٌجذ :‬ ‫طٍع عٍٍا 3 رجاٌح ِخٍفٍٓ . ٚأًٌٌٛ ٘اخ أًٌ ِعان ٚأال.......‬ ‫ٚ عٍّد أٌح ٌا جذٚا ٘ا ؟؟؟!!؟؟؟!‬ ‫• اٌٌٛذ :‬ ‫ضرترُٙ طثعا , تس أذخثط فً دراعً , فجأج جاًٌ ٚادذ أتٓ‬ ‫• اٌجذ :‬ ‫دالي ٚ أدأً ٌسلح وٍفٕرٍه ٚ أًٌ ”أٌسلٙا ٚ أٔرا دررذاح“ ٚ ِٓ‬ ‫ساعرٙاٚ أٔا داطرٙا ٚ دراعً ِٛجعٍٕص.‬ ‫‪ : Vo‬وٍفرٍه , أقىا ٌسلح أٌُ فً ِصر .‬ ‫•‬ ‫وٍفٕره , اٌسلٙا ٚ أرذاح .‬ ‫‪by:aa.tantawy‬‬
  20. 20. Radio ad. NO 4 Pregnant woman by:aa.tantawy
  21. 21. Concept • using pregnant woman because they need safe product for low-back-pain . • Long duration of action also needed in this case. • Ad. Take place between group of ladies and one complains from low-back-pain . by:aa.tantawy
  22. 22. ‫‪Radio ad. Script‬‬ ‫”صٛخ آالَ ٌذاًِ ” .‬ ‫•‬ ‫أٌذمًٛٔ ٌا تٕاخ .. اٌذًّ ٚجعًٍ ظٙري أعًّ أٌح ٚ ِٛش عاٌسج أخذ‬ ‫اٌذاًِ :‬ ‫•‬ ‫داجٗ خاٌفح عًٍ اٌذًّ ....؟؟؟؟؟؟؟!!!!!؟!؟!؟‬ ‫تصً , جٍثً فٛطح ٚ دطً عٍٍٙا ضٌٛح فٍفً ِع ضٌٛح ضطح . ٚ ِعألذٍٓ وٍٛر‬ ‫ٌٍٍح:‬ ‫•‬ ‫وثار ٚ ٔأئطح ٍِح ٔار ... رتع ساعح عًٍ إٌار ذٍذفا ٚ دطٍٗ عًٍ ضٙرٌه‬ ‫ٚوً دج دٍرٚح.‬ ‫صٛخ خافد : ”أٖ صخ , فىرج ترضح , ٘ٛا وطري .‬ ‫أٌح ٌا ٌٍٍٍٙٗ دٖ . تٛصً عٍٍىً ٚ عًٍ األتر اٌصٍٍٕح .‬ ‫عفاف:‬ ‫•‬ ‫أل ٌا سٙا أٔا عٕذي اٌذً ... عٍٍىً ٚ عًٍ ٌسلح وٍفٕره .. ِفٍص ِٕٙا خٛف ٚ‬ ‫سٛزاْ :‬ ‫•‬ ‫ِضّٛٔح .‬ ‫‪ : Vo‬وٍفرٍه , أئمن ٌسلح أٌُ فً ِصر .‬ ‫•‬ ‫وٍفٕره , اٌسلٙا ٚأرذاح .‬ ‫‪by:aa.tantawy‬‬
  23. 23. Radio ad. NO 5 RAMADAN by:aa.tantawy
  24. 24. Creative idea • Make a special ad. For Ramadan to inform Egyptian market . • Because it’s a new information to most of customers so we going to use pure , clear , simple ad. Make serious as match as we can . That will increase our credibility. • Ad informed as a news or spot information. by:aa.tantawy
  25. 25. ‫‪Radio ad. Script‬‬ ‫• وً سٕح ٚأٔرُ طٍثٍٓ .‬ ‫• أٔا د. خاٌذ ٚ عاٌس أئٛي عٍى داجح ِّٙٗ تّٕاسثح رِضاْ . ذأدر‬ ‫ذسرخُ ٌسلاخ وٍفٕره ٚ ذرذاح ِٓ األٌُ درى فً رِضاْ . ٚ دٖ‬ ‫عٍطاْ وٍفٕره ِثرٕمضطً اٌصٍاَ ٚ دج تسثة أٙا ترٛأف األٌُ‬ ‫عٓ طرٌك اٌجٍذ تس.‬ ‫• ‪ : Vo‬وٍفرٍه , بتتمنالك صىما هنيُ و أفطار شهيُ.‬ ‫ا‬ ‫ا‬ ‫وٍفٕره , اٌسلٙا ٚ أرذاح .‬ ‫‪by:aa.tantawy‬‬
  26. 26. PRESS
  27. 27. Flyers & drop cards • Flays in Egyptian Arabic language placed in all distribution channels. • Content : clear and simple indications and advantages. • Due to the new dosage form of pain killer , so use design looks like the patch itself from the back… and the info written in the front . • The Stand appear like human back with a patch (also the place of flyers) by:aa.tantawy
  28. 28. PHARMACY STAND PS ATt i a d n RA EX L Y O U R L F I E KEFENTECH30mg PLASTER Ketoprofen by:aa.tantawy
  29. 29. Flyer ( front ) KEFENTECH Ketoprofen 30mg PLASTER Ankle Hand Back pregn nee elderly pain pain pain ancy by:aa.tantawy
  30. 30. Flyer ( back) PAST it and RELAX KEFENTECH PLASTER Ketoprofen 30mg by:aa.tantawy
  31. 31. Arhman.Tantawy@gmail.com 002 010 74 20 147 BY.ABDULRHMAN ATTIA TANTAWY

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