COME HOME WITH ME
<ul><li>In today’s complex ,  </li></ul><ul><li>ever changing marketplace,  </li></ul><ul><li>retailing is both an art  & ...
<ul><li>The principles behind building a </li></ul><ul><li>winning retail strategy are  </li></ul><ul><li>fundamental, str...
Critical factors <ul><li>Identifying “focus” markets  </li></ul><ul><li>Determining optimum number of stores  </li></ul><u...
<ul><ul><ul><ul><ul><li>79 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>37 </li></ul></ul></ul></ul></ul>
Branding our community <ul><li>Branding is not just about developing a catchy phrase or fun design </li></ul><ul><li>It is...
Current market dynamics <ul><li>Change is constant </li></ul><ul><li>At the bottom of this is the consumer who is continua...
Need for speed <ul><li>It is about the speed of change </li></ul><ul><li>However, speed is nothing without direction </li>...
Shift in focus <ul><li>Successful retailers have shifted from a product/store focus to a business/brand building focus </l...
Unlock the potential <ul><li>Move from where our brand has been, where it is now, and where we want it to go starts with a...
The Brand Wheel ATTRIBUTES From sanofi - aventis, tried & tested BENEFITS Recapture normalcy, Maintain quality of  life, S...
Communication Objectives  <ul><li>Push </li></ul><ul><li>Pull </li></ul><ul><li>Percolate </li></ul>
Communication Objectives - Push Influence at chemist level with ideas &  activities that will make him push  my brands to ...
<ul><li>Attract the customer who walks into a chemist in two ways </li></ul><ul><ul><li>By opening their mind to suggestio...
<ul><li>Create ripples that boost awareness in the public domain through activities that will trigger association of “my” ...
Creative Platform Must be a part of the monthly shopping list
Creative Rendition “ Ghar mein hain na”
<ul><li>Super A chemist attendant training programs – for pain/ inflammation & cuts, wounds, burns </li></ul><ul><li>Tri V...
<ul><li>At low clearance/areas with low ceilings i.e. stairs, entrances etc, stickers with the message “Mind your head” br...
<ul><li>Use radio for focused, localized messages, dentist call in shows, chat shows with housewives recounting “painful” ...
Promotional Ideas –  Secondary sales force : franchisee to chemist   <ul><li>Push button Tata Indicom phones at Chemist : ...
Promotional Ideas –  Secondary sales force : franchisee to chemist   <ul><li>Localized sweep stakes – all retailers, pool ...
Promotional Ideas –  Secondary sales force : franchisee to chemist   <ul><li>Dovetail it all into loyalty club – point sys...
In summation… <ul><li>Need to effectively communicate the convenience of safe, reliable healthcare brand at hand. HEALTH I...
Thank you
Upcoming SlideShare
Loading in …5
×

Aventis combiflam& soframycin pos strategy-feb_2005.pptrevised

833 views

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
833
On SlideShare
0
From Embeds
0
Number of Embeds
31
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Aventis combiflam& soframycin pos strategy-feb_2005.pptrevised

  1. 1. COME HOME WITH ME
  2. 2. <ul><li>In today’s complex , </li></ul><ul><li>ever changing marketplace, </li></ul><ul><li>retailing is both an art & a science </li></ul>
  3. 3. <ul><li>The principles behind building a </li></ul><ul><li>winning retail strategy are </li></ul><ul><li>fundamental, straightforward, </li></ul><ul><li>time tested. </li></ul>We now need to add EQ
  4. 4. Critical factors <ul><li>Identifying “focus” markets </li></ul><ul><li>Determining optimum number of stores </li></ul><ul><li>In existing markets, chemists/attendants need inputs to help “push” our products </li></ul><ul><li>Increasing footfall to chemist outlets </li></ul><ul><li>Increasing brand awareness & customer loyalty </li></ul><ul><li>Tie in, complement & converge all advertising efforts including the web </li></ul><ul><li>Harness technology to help us become highly productive </li></ul><ul><li>Focus on the basic strategic direction & be distinctly superior </li></ul><ul><li>Strive to exceed customer expectation by adding the WOW factor </li></ul>
  5. 5. <ul><ul><ul><ul><ul><li>79 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>37 </li></ul></ul></ul></ul></ul>
  6. 6. Branding our community <ul><li>Branding is not just about developing a catchy phrase or fun design </li></ul><ul><li>It is about clearly identifying who we are trying to reach and what will make them notice our brands </li></ul>
  7. 7. Current market dynamics <ul><li>Change is constant </li></ul><ul><li>At the bottom of this is the consumer who is continually demanding more </li></ul><ul><li>While chemists are directly impacted by this, we must be prepared to be part of these changes </li></ul><ul><li>The face & style of chemists is fast changing. There is the emergence of the quasi chemist. </li></ul><ul><li>There is a need to move our brand into multi channel </li></ul><ul><li>Today a Mumbai phenomena - Chemists are dispensing more than just medicine & at most times other products providing higher margins </li></ul><ul><li>What consumers & chemists were like a few years ago has nothing to do with where they are today & where they will be tomorrow </li></ul>
  8. 8. Need for speed <ul><li>It is about the speed of change </li></ul><ul><li>However, speed is nothing without direction </li></ul><ul><li>Research shows that there are very significant shifts in shoppers attitudes </li></ul><ul><li>This is reflective of where they shop, how they shop and hence where we should also be targeting </li></ul>
  9. 9. Shift in focus <ul><li>Successful retailers have shifted from a product/store focus to a business/brand building focus </li></ul><ul><ul><li>E.g. local kirana to Akbarallys to Big bazaar to In Orbit. </li></ul></ul><ul><ul><li>Soon malls will give way to hyper malls </li></ul></ul><ul><li>From a “sell” attitude to a “service” attitude that provides lifestyle solutions & build customers for life </li></ul><ul><li>Large retail brands connect with their customers & provide a total rational, emotional & sensory experience </li></ul><ul><ul><li>Shoppers Stop, Lifestyle, McDonalds </li></ul></ul>
  10. 10. Unlock the potential <ul><li>Move from where our brand has been, where it is now, and where we want it to go starts with an understanding of our brands strengths </li></ul><ul><li>There is a need for consistency at every touch point </li></ul>
  11. 11. The Brand Wheel ATTRIBUTES From sanofi - aventis, tried & tested BENEFITS Recapture normalcy, Maintain quality of life, Self help, Feel good factor, Confidence booster VALUES Safe & Superior PERSONALITY Reliable Leader BRAND ESSENCE Blend of trust, reliable, safe & superior Attributes Benefits Values Personality Brand Essence
  12. 12. Communication Objectives <ul><li>Push </li></ul><ul><li>Pull </li></ul><ul><li>Percolate </li></ul>
  13. 13. Communication Objectives - Push Influence at chemist level with ideas & activities that will make him push my brands to more customers
  14. 14. <ul><li>Attract the customer who walks into a chemist in two ways </li></ul><ul><ul><li>By opening their mind to suggestions from the chemist </li></ul></ul><ul><ul><li>By influencing them to a degree that they ask for “me” by name </li></ul></ul>Communication Objectives - Pull
  15. 15. <ul><li>Create ripples that boost awareness in the public domain through activities that will trigger association of “my” brand with the ailment </li></ul><ul><ul><li>Notices in houses with dogs “ Beware of Dogs” co branded with Rabipur logo </li></ul></ul>Communication Objectives - Percolate
  16. 16. Creative Platform Must be a part of the monthly shopping list
  17. 17. Creative Rendition “ Ghar mein hain na”
  18. 18. <ul><li>Super A chemist attendant training programs – for pain/ inflammation & cuts, wounds, burns </li></ul><ul><li>Tri Vision & other signage for brand saliency (company wide initiative with brand sharing parameter) at POS. </li></ul><ul><li>Infra red activated voice boxes (talking posters) with embedded messages ( at all touch points – clinics, dentists, chemists, pain source centers – gyms, clubs, barber shops, cigarette shops, hardware stores, kirana stores </li></ul><ul><li>Mnemonic device to denote freedom from pain </li></ul><ul><li>Use mnemonic device instead of brand name with messages across a range – T shirts, smart stickers </li></ul><ul><ul><ul><li>No pain, only gain </li></ul></ul></ul><ul><ul><ul><li>[contd; 2] </li></ul></ul></ul>Promotional Ideas
  19. 19. <ul><li>At low clearance/areas with low ceilings i.e. stairs, entrances etc, stickers with the message “Mind your head” branded with the “No entry for pain” logo </li></ul><ul><li>Fridge stickers, mini memo boards with message on how to handle burns,branded with the soframycin “ghar mein ha na” logo </li></ul><ul><li>Pre packaged, low cost first aid box with savlon, cotton balls, combiflam, soframycin, festal, alcohol swabs </li></ul><ul><li>Road shows : template format and roll out with pertinent brand messages. Tie up with ngo’s , do street theatre </li></ul><ul><li>Embed messages in entertainment: eg, TV serials, cinema, radio </li></ul><ul><li>Jackie Shroff cell no. : fast aid </li></ul><ul><li>[contd: 3 ] </li></ul>Promotional Ideas
  20. 20. <ul><li>Use radio for focused, localized messages, dentist call in shows, chat shows with housewives recounting “painful” incidents, or “burning issues” </li></ul><ul><li>30 sec fillers on radio with “no pain, only gain” e.g.: root canal experience.Could use any emotion, even humour. </li></ul><ul><li>Children’s schools, buses with customized stickers / voice box messages e.g.: “bus mein math khade ho. Giro ge to chot lage ga “Sign off with Combiflam line: “no pain, only gain” in language adaptation </li></ul><ul><li>Advertorials using a medical category illuminary to “inform” consumer about relevant need: eg,dentist or ortho for pain </li></ul><ul><li>Own Personal Healthcare category (PHC) </li></ul><ul><ul><ul><li>Start PHC website linked to present company site </li></ul></ul></ul><ul><ul><ul><li>Put up touch screens at affluent footfall areas ( airports, malls, skin & wellness centres etc </li></ul></ul></ul><ul><ul><ul><li>[contd: 4 ] </li></ul></ul></ul>Promotional Ideas
  21. 21. Promotional Ideas – Secondary sales force : franchisee to chemist <ul><li>Push button Tata Indicom phones at Chemist : IVRS {integrated voice response system} or locked into our PBX or a helpline; 9 to 5 to begin with </li></ul><ul><li>Flip book </li></ul><ul><li>Talking poster </li></ul><ul><li>Computer to the best retailer in the area after six months sale evaluation. Less if joins our education plan </li></ul><ul><li>Family Health Insurance </li></ul><ul><li>Family Medical check-up </li></ul><ul><li>Chemists meets – movies, coupons with popcorn, coke & our logo printed on the tickets / envelope </li></ul><ul><li>Paint his shop / shutters </li></ul><ul><li>Because health matters : home appliances like mixer, lemon squeezers, water filter etc. </li></ul>
  22. 22. Promotional Ideas – Secondary sales force : franchisee to chemist <ul><li>Localized sweep stakes – all retailers, pool entire budget, for every 20 retailers in every market : holiday abroad with family/ jewellery/gold/scooters. Winning parameters to include off take, brand visibility, pop, counterspace. </li></ul><ul><li>Branded mobile phones as give aways. Burn our logo as screen saver. </li></ul><ul><li>School bags, exam boards </li></ul><ul><li>Umbrellas for monsoon. Umbrellas for vendors. </li></ul><ul><li>Quasi-chemist:visi coolers </li></ul><ul><li>Radios in the shop </li></ul><ul><li>Mirrors: in private moments everyone looks </li></ul><ul><li>Childrens scholarship fund – 100 kids of retailers are given Rs.10000/- every year. Immense goodwill. </li></ul>
  23. 23. Promotional Ideas – Secondary sales force : franchisee to chemist <ul><li>Dovetail it all into loyalty club – point system in a catalogue e.g. Raymond bonus stamp and now Oberoi Club </li></ul><ul><li>Detailing kit to secondary sales force: standardized information & make chemist feel like a “doctor”. </li></ul><ul><li>Branded paper bags for dispensing medicine to customers. </li></ul><ul><li>Heat activated logos on coffee or tea mugs. </li></ul>
  24. 24. In summation… <ul><li>Need to effectively communicate the convenience of safe, reliable healthcare brand at hand. HEALTH IN YOUR OWN HANDS. </li></ul><ul><li>Empower chemist to push </li></ul><ul><li>Remind/educate customer about the need to have our brands </li></ul><ul><li>Make Combiflam & Soframycin generic to category </li></ul><ul><li>Expose brand values through collaterals. </li></ul><ul><li>Create brand associations that build awareness through activities that will trigger association of the brand with the ailment </li></ul><ul><li>Launch “FAST AID ” as our umbrella property for PHC/OTC </li></ul>
  25. 25. Thank you

×