ألزقها و أرتاح
By: Abdelrhman Attia Tantawy, 2009
• 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
• Be Market leader for analgesic anti-
• Brand awareness between :
2. Our costumers ..
• Educate the market about new product
features and indications .
• PUSH our product for trying .
•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
– Pharmacist and doctors.
– Direct costumer
• Pregnant woman
• Fasting people .
– As the 1st “market leader” and the best.
– The long lasting pain killer.
• 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 …
“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 …
• 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.
• Using Egyptian persons from “als3eed”
makes good communication between
Egyptian market and our product ( ice-
• The idea is a conversation between a
bay and his father , the boy falls from
garden’s wall and start conversation in a
• using pregnant woman because they
need safe product for low-back-pain .
• Long duration of action also needed in
• Ad. Take place between group of ladies
and one complains from low-back-pain .
• 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.
Flyers & drop cards
• Flays in Egyptian Arabic language placed in all
• Content : clear and simple indications and
• 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)
Flyer ( front )
Ankle Hand Back pregn
pain pain pain ancy
Flyer ( back)