Palmers Stretch Marks Activation Campaign 2012

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Palmers Stretch Marks Activation Campaign 2012

  1. 1. Palmers Cocoa Butter Stretch Mark Activation Plan AbdelRhman Tantawy, Egypt 20128/12/2012 AbdelRhman Tantawy, Palmers 1
  2. 2. • Situation Analysis • Egypt Market Behavior • Critical Success Factors (CSF) Agenda • Palmer’s SM activation Plans • Palmer’s Stretch marks POS8/12/2012 AbdelRhman Tantawy, Palmers 2
  3. 3. SITUATION ANALYSIS COMPETITORS SITUATION8/12/2012 AbdelRhman Tantawy, Palmers 3
  4. 4. Competitive analysis Two Type of competitors8/12/2012 AbdelRhman Tantawy, Palmers 4
  5. 5. Competitive analysis Cosmoceutical FMCG Price Size Mustela 175 200 mL Sanosan 37 100 mL Derma Pure SM 36 60 gm Stretch Redux 500 150 mL mira jeniko 45 75 ml Palmers 48 120 mL8/12/2012 AbdelRhman Tantawy, Palmers 5
  6. 6. EGYPT MARKET BEHAVIOR FMCG VS PHARMACEUTICAL8/12/2012 AbdelRhman Tantawy, Palmers 6
  7. 7. Medicated product diversified to : Pharmaceutical Cosmo-ceutical OTC FMCGOnly can prescribe by doctors 8/12/2012 AbdelRhman Tantawy, Palmers 7
  8. 8. Medicated product diversified to : Pharmaceutical Cosmo-ceutical OTC FMCG Expensive and prescribed, but can be recommended by pharmacist8/12/2012 AbdelRhman Tantawy, Palmers 8
  9. 9. Medicated product diversified to : Pharmaceutical Cosmo-ceutical OTC FMCG Available only at pharmacies, for direct consumers, never seen @key accounts8/12/2012 AbdelRhman Tantawy, Palmers 9
  10. 10. Medicated product diversified to : Pharmaceutical Cosmo-ceutical OTC FMCG Available at pharmacies beside other trade channels, rarely prescribed by doctors.8/12/2012 AbdelRhman Tantawy, Palmers 10
  11. 11. Medicated product diversified to : Pharmaceutical Cosmo-ceutical OTC FMCG Palmer’s Stretch market treated as FMCG product.8/12/2012 AbdelRhman Tantawy, Palmers 11
  12. 12. Medicated product diversified to : Pharmaceutical Cosmo-ceutical OTC FMCG Some pharmacist recommend it, if Palmer’s Stretch market they know it treated as FMCG product.8/12/2012 AbdelRhman Tantawy, Palmers 12
  13. 13. Medicated product diversified to :We plan Palmer’s SM will be Prescribed via doctors Pharmaceutical Cosmo-ceutical OTC FMCG8/12/2012 AbdelRhman Tantawy, Palmers 13
  14. 14. Medicated product diversified to :We plan Palmer’s SM will be Prescribed via Recommended by pharmacist doctors Pharmaceutical Cosmo-ceutical OTC FMCG8/12/2012 AbdelRhman Tantawy, Palmers 14
  15. 15. Medicated product diversified to :We plan Palmer’s SM will be Prescribed via Recommended by pharmacist Known as FMCG doctors Pharmaceutical Cosmo-ceutical OTC FMCG8/12/2012 AbdelRhman Tantawy, Palmers 15
  16. 16. Medicated product diversified to :Activation Projects #1 #2 Scientific Cosmo-ceutical Pharmaceutical OTC Direct FMCG Unite awareness8/12/2012 AbdelRhman Tantawy, Palmers 16
  17. 17. PALMER’S SM ACTIVATION PLANS #1 SCIENTIFIC UNITE #2 DIRECT AWARENESS8/12/2012 AbdelRhman Tantawy, Palmers 17
  18. 18. #1 Scientific Unite PALMER’S SM ACTIVATION PLANS8/12/2012 AbdelRhman Tantawy, Palmers 18
  19. 19. #1 Scientific uniteObjective• As doctors are the main factor in prescribing any product or recommend any thing for patient health, this unit will aim to: – Doctor product awareness – Promote prescription. – Reminding and follow up – Ensure availability @pharmacies – Push sales to achieve our target.• Using #1scientific data and #2professional medical selling skills – Trials – References – Tipping point – Evidences recommended.8/12/2012 AbdelRhman Tantawy, Palmers 19
  20. 20. #1 Scientific uniteStructure• Doctor don’t respect any medical information from anyone except another doctor.• Unite structure as below: Brand manager Sales manager Assistant Brand manager Supervisor Cairo Medical representative Medical representative Medical representative #1 #2 #38/12/2012 AbdelRhman Tantawy, Palmers 20
  21. 21. #1 Scientific uniteStructure• We will start with two medical rep.s directly reported to brand manager till develop the full team Brand manager Sales manager Assistant Brand manager Supervisor Cairo Medical representative Medical representative Medical representative #1 #2 #38/12/2012 AbdelRhman Tantawy, Palmers 21
  22. 22. #1 Scientific uniteTargeted specialties• Palmer’s SM will be detailed to Customers below: Doctors Pharmacist 60% coverage 40% coverage For medical awareness and Market seeding and ensure promote prescription availability8/12/2012 AbdelRhman Tantawy, Palmers 22
  23. 23. #1 Scientific uniteTargeted specialtiesDoctors:• Palmer’s SM will be detailed to specialties below: – Gynecology : to be prescribe for pregnancy stretch marks – Dermatology: to be prescribed for skin marks and after plastic surgery – Nutritionist : for skin marks appears while dieting. Moderate Potential 10%• Doctors will be segmented as below “according to their prescription habits” – 90% high potential doctors “KOL’s” – 10% moderate potential doctors. – 0% low potential doctors. * Segmentation will be applied by medical reps after forecasting. Hign Potenial 90%8/12/2012 AbdelRhman Tantawy, Palmers 23
  24. 24. #1 Scientific uniteMedical rep. list #Demographic• In the 1st phase, medical reps will target areas below – Medical rep #1: Cairo #1 : Naser City , Heliopolis and New Cairo + rehab ...etc – Medical rep #2: Cairo #2: Mohandseen, Zamalek and Dokky …etc• Each one will visit all potential doctors frequently based on their classification – Visit about 8-10 visit /day – After listing the doctors we will put target visits for each doctor8/12/2012 AbdelRhman Tantawy, Palmers 24
  25. 25. #1 Scientific uniteScientific unit target PHASE I• Deliver the core message• Build reputation with the customers (doctors)• Generation and growth of prescriptions• Have a consistent sales curve**• Marketing Intelligence to give us future vision To give us actual vision {on earth vision)• To create loyalty to the brand* Elevate Palmer’s Cocoa Butter image + Position in the market8/12/2012 AbdelRhman Tantawy, Palmers 25
  26. 26. #2 Direct awareness PALMER’S SM ACTIVATION PLANS8/12/2012 AbdelRhman Tantawy, Palmers 26
  27. 27. #2 Direct awareness• To improve recommendation and educate direct consumer about product benefit, direct communication throw channels below Pharmacy Health care Medical Centers Chains magazines8/12/2012 AbdelRhman Tantawy, Palmers 27
  28. 28. #2 Direct awarenessConceptTo create reminding tagline for Palmer’s Stretch Marks with objectives as below: – Acceptable among gynecologist – Related to pregnancy. – Prescribing habit reminding tool – Feature/benefit tagline – Indication related8/12/2012 AbdelRhman Tantawy, Palmers 28
  29. 29. #2 Direct awarenesstagline benefit Promote indication action Time bonded catchy8/12/2012 AbdelRhman Tantawy, Palmers 29
  30. 30. #2 Direct awarenessWhy The Fourth MonthTo decide when doctor should prescribe Palmer’s Stretch market we analyze twosource of information. 1. Doctors review: After meeting with serial gyna doctors All agreed the pregnancy symptoms appears between 2nd and 3rd month. But the tummy size start to increase between 4th and 5th month. They recommend stretch marks products starting from 5th month mainly and some time for skinny women they start from 4th month.8/12/2012 AbdelRhman Tantawy, Palmers 30
  31. 31. #2 Direct awarenessWhy The Fourth Month 1. / 2. Consumer review In photos below we can find the tommy size increased between 15-22week from pregnancy.8/12/2012 AbdelRhman Tantawy, Palmers 31
  32. 32. #2 Direct awarenessWhy The Fourth Month8/12/2012 AbdelRhman Tantawy, Palmers 32
  33. 33. #2 Direct awarenessWhy The Fourth Month8/12/2012 AbdelRhman Tantawy, Palmers 33
  34. 34. PALMER’S STRETCH MARKS POS8/12/2012 AbdelRhman Tantawy, Palmers 34
  35. 35. #2 Direct awarenessThe POS materialsPalmer’s POS materials will be applies as below:1. The RDA (Retained detailing Aid) multiple pages booklet, content : • Medical Data about Stretch marks • Statistical data about stretch marks • Product information and ingredients F/B • Direction and indication • Product Clinical EvidenceThe RDA used in doctors detailing by productspecialist and never give it to them as each callthey will till the doctors new message from it.8/12/2012 AbdelRhman Tantawy, Palmers 35
  36. 36. #2 Direct awareness 1. The RDA (Retained detailing Aid)The POS materials8/12/2012 AbdelRhman Tantawy, Palmers 36
  37. 37. #2 Direct awarenessThe POS materials1. .2. Drop-Card it is a medical flyer for doctors our product specialist give it to the doctor as “more information reminding tool” but with one message , content : • Medical Data about Stretch marks • Product information and ingredients F/B • Direction and indication The drop-Card mainly much simplified content also in English8/12/2012 AbdelRhman Tantawy, Palmers 37
  38. 38. #2 Direct awareness 2. Drop-CardThe POS materials8/12/2012 AbdelRhman Tantawy, Palmers 38
  39. 39. #2 Direct awarenessThe POS materials1. .2. .3. Consumer Flyer and stand flyers and stand for direct consumer to be distributed in pharmacies and clinics. Content: • Product information and ingredients F/B • Direction and indication The Consumer flyer will be in arabic8/12/2012 AbdelRhman Tantawy, Palmers 39
  40. 40. #2 Direct awareness 3. Consumer FlyerThe POS materials8/12/2012 AbdelRhman Tantawy, Palmers 40
  41. 41. #2 Direct awarenessThe POS materials1. .2. .3. .4. Pharmacy Drop-Card A small flyer reminding the product and promote contacting distributers for ordering5. Sampling pack pack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctors for patient trail and give us the feed back. this pack will promote trial and recruiting.8/12/2012 AbdelRhman Tantawy, Palmers 41
  42. 42. #2 Direct awarenessThe POS materials1. .2. .3. .4. .5. Sampling packpack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctorsfor patient trail and give us the feed back.this pack will promote trial and recruiting. And also collecting feedback from users throughdoctors.8/12/2012 AbdelRhman Tantawy, Palmers 42
  43. 43. THANKS8/12/2012 AbdelRhman Tantawy, Palmers 43

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