Lantus rev


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Lantus rev

  1. 1. Project Lantus Trigger
  2. 2. Where are we today <ul><li>Diabetes is a silent killer </li></ul><ul><li>More than 40 million Indians have diabetes </li></ul><ul><li>Lack of awareness in people who have diabetes is 64% (Source : PODIS study) </li></ul><ul><li>Recent studies show 15% of Mumbaites are potential diabetics </li></ul><ul><li>Most patients are not conversant with the long term effects of this condition </li></ul><ul><li>Doctors prescribing for diabetics choose diet & exercise as first line of treatment & oral medication as the next. </li></ul><ul><li>Patients often not cooperative about lifestyle restrictions associated with insulin </li></ul><ul><li>Low cost insulin options available in the market </li></ul>
  3. 3. Who are we talking to <ul><li>Doctors </li></ul><ul><li>Patients </li></ul><ul><li>The distribution channel e.g Chemists </li></ul><ul><li>Public </li></ul><ul><li>Government & regulatory authorities </li></ul>
  4. 4. What are we saying <ul><li>Maintain your quality of life with this new international, tried & tested drug </li></ul><ul><li>Feel so much better than you ever have before </li></ul><ul><li>Desired response :“ I cannot imagine life before Lantus” </li></ul>
  5. 5. Why should we be believed <ul><li>Aventis is a world leader in discovery, development & marketing of innovative pharma products </li></ul><ul><li>Heritage of oral medication for diabetics </li></ul><ul><li>Inspires faith & confidence in Lantus because it has been clinically proven in the Europe & US markets </li></ul>
  6. 6. <ul><li>We're going to try & change the way the market perceives insulin </li></ul><ul><li>We're going to try & change the expectation of the market from insulin </li></ul><ul><li>Competition will be closely watching our every move </li></ul><ul><li>We will need to hence – plan & move with speed </li></ul>Lantus – The next revolution begins……
  7. 7. The Brand’s Primary Characteristics <ul><li>At the heart of the brand is a certain “Smartness” </li></ul><ul><li>The fact it is new, has its own seduction </li></ul><ul><li>Add to that the fact that its a lifestyle booster, the seduction is enhanced </li></ul><ul><li>It is a fact that the current user base consider diabetes an impediment & the medication yet another barrier </li></ul><ul><li>At this point we bring in a brand that promises to alter lifestyle </li></ul><ul><li>The brand must cue - helpful and convenience . </li></ul><ul><li>At the soul of Hotmail lies its sheer convenience </li></ul>
  8. 8. The Common Factors <ul><li>Marketing is increasingly about creating buzz </li></ul><ul><li>When brands and habits become the buzz, brands spread through consumers like a potent virus </li></ul><ul><li>A recent case of buzz marketing is SMS </li></ul><ul><li>The Internet and e-mail were other ones </li></ul><ul><li>Lantus stands a good chance by getting onto the buzz bus </li></ul><ul><li>The game is about boosting life, bettering lifestyle </li></ul><ul><li>Lantus must be made Fashionable </li></ul>
  9. 9. The Opportunity <ul><li>Lifestyles are changing. Leisure time’s compressed irrespective of age </li></ul><ul><li>Add to that the convenience angle </li></ul><ul><li>The opportunity therefore is not just to reinvent the wheel but to launch Lantus with all the buzz of its core brand values </li></ul><ul><li>Got to get Lantus to be the shorthand of being convenient, lifestyle enhancer & that is being informed, being ahead, being in </li></ul>
  10. 10. Relevant trends currently affecting the category <ul><li>The opportunity is to create a lifestyle brand. Not just a medical product. </li></ul><ul><li>From the users perspective , Lantus may well present an opportunity to recapture “life as it once was” </li></ul><ul><li>Age is no longer a consideration. </li></ul><ul><li>When the largest adopters of a new products , Internet, belong in the 25-44 age group, age takes a backseat </li></ul><ul><li>Once again, SMS a buzz classic nods in that direction </li></ul>
  11. 11. Consumer-category relationship <ul><li>Right now, There isn’t any </li></ul><ul><li>But unlike other medical products where criticality of the relationship is not a factor, we must tie in loyalty, stickiness & convenience into the brand </li></ul><ul><li>Lantus must be “ the thing” to do </li></ul><ul><li>People like being part of the buzz. They adopt more vociferously when they are the buzz or part of it </li></ul><ul><li>Lantus must become the buzz </li></ul>
  12. 12. Lantus Brand Wheel ATTRIBUTES From Aventis, tried & tested, innovative BENEFITS Recapture Lifestyle, Maintain quality of life, Self Empowerment , Feel good factor, Confidence booster VALUES Enrichment, Superior PERSONALITY Sophisticated, Leader BRAND ESSENCE ‘ Blend of smartness,convenience & quality of life’ Attributes Benefits Values Personality Brand Essence
  13. 13. What should Brand Lantus do - 1 <ul><li>Communication Objectives : </li></ul><ul><li>If Lantus wants acceptance amongst target audience, it will have to </li></ul><ul><ul><li>Position itself sharply and uniquely. </li></ul></ul><ul><li>Critical to develop “Positioning” based on its inherent strengths i.e. give Product a brand status </li></ul>
  14. 14. What should Brand Lantus do - 2 <ul><li>Communication Objectives : </li></ul><ul><li>Highlight the importance of quality of life </li></ul><ul><li>Sharpfocus on present lifestyle restrictions of insulin therapy i.e before Lantus </li></ul><ul><li>Position Lantus sharply and uniquely as being the catalyst that helps recapture lifestyle for diabetics </li></ul><ul><li>Be Seen. Be Heard. Be Talked About </li></ul>
  15. 15. In summation…. <ul><li>Need for building a distinct brand in a me-too category </li></ul><ul><li>Educate market about Lantus & benefits </li></ul><ul><li>Lantus to become the currency of speech </li></ul><ul><li>Generic to insulin usage </li></ul><ul><li>Get media to expose the brand values. </li></ul><ul><li>Get beyond the flesh and bones of product Lantus and build an enduring bond with the users </li></ul><ul><li>Create brand associations that are uniquely Lantus and are based on user insights/experiences </li></ul><ul><li>Equate expense with quality enhanced lifestyle </li></ul>
  16. 16. Creative Platform Sharply differentiate quality of life Before & after Lantus
  17. 17. Creative Platform “ LIFE WITHOUT LANTUS”
  18. 18. Creative Rendition - 1 “ What’s in your Lunch Box” “Imagine Life Without Lantus 1” “Imagine Life Without Lantus 2”
  19. 19. Creative Rendition - 2 “ Rewind your Life” “Imagine Life Without Lantus ”
  20. 20. How will we get there <ul><li>Multi pronged campaign </li></ul><ul><li>Multi media presence </li></ul><ul><li>Below the line activities </li></ul><ul><ul><li>Tie ups </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Booklet/brochure at POS with product </li></ul></ul><ul><ul><li>Community forum amongst doctors </li></ul></ul><ul><ul><li>Club Lantus – across forums </li></ul></ul><ul><li>Direct Mail </li></ul>
  21. 21. ‘ LANTUS’ - India Launch Plan <ul><li>Phase I : Pre Launch </li></ul><ul><ul><li>Create interest and curiosity about the ‘new product’ </li></ul></ul><ul><ul><li>Make India look forward to the latest medical innovation </li></ul></ul><ul><ul><li>Liaise with Govt & regulatory authorities </li></ul></ul><ul><ul><li>Media : Tease with slow burn – 3 weeks </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><li>Phase II : Launch </li></ul><ul><ul><li>Generate enquiries </li></ul></ul><ul><ul><li>Generate trials </li></ul></ul><ul><ul><li>Make patients ask & Doctors prescribe Lantus </li></ul></ul><ul><ul><li>Media : Blast phase – 4 – 6 weeks </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><li>Phase III : Post Launch </li></ul><ul><ul><li>Generate PR </li></ul></ul><ul><ul><li>Convert trials to regular usage </li></ul></ul><ul><ul><li>Creation of Club Lantus </li></ul></ul><ul><ul><li>Media : Slow burn – 6 weeks tapering </li></ul></ul><ul><ul><li>PR </li></ul></ul>
  22. 22. <ul><li>Sell “ State of Mind” </li></ul><ul><li>Mass Media </li></ul><ul><ul><li>TV, FM Radio, Outdoor, Press </li></ul></ul><ul><li>On-Ground Activation </li></ul><ul><li>PR </li></ul>‘ LANTUS’ - India Launch Plan
  23. 23. Media
  24. 24. Media Spend - Research
  25. 25. Media - Press Rates
  26. 26. Media – TV & FM Radio Rates
  27. 27. Media – Press Launch Plan
  28. 28. Media – Press Follow up plan
  29. 29. Media - Summary of Spends <ul><li>Surround sound for longer impact & percolation effect </li></ul>
  30. 30. Advertising Agency - Deliverables <ul><li>Creative thinking ability - Print, Radio, TV, Outdoor </li></ul><ul><li>Visualizing </li></ul><ul><li>Speed of servicing </li></ul><ul><li>Creative calls on client’s behalf </li></ul><ul><li>Client Interactions </li></ul><ul><li>Production capability </li></ul><ul><li>Production deadlines </li></ul><ul><li>Brand development / Proactive ideation </li></ul>
  31. 31. PR - Deliverables <ul><li> Introduce & launch ‘LANTUS” in India </li></ul><ul><li> Build consumer awareness of Lantus and its benefits through media relations </li></ul><ul><li> Develop and support the launch initiatives in each city </li></ul><ul><li> Build awareness & excitement around the innovation. Advise and support consumer outreach activities to draw attention to the product benefit </li></ul><ul><li> Position Lantus in a leadership role, setting new standards in the diabetic environment </li></ul>
  32. 32. <ul><li> Position key company spokespersons as knowledge leaders </li></ul><ul><li> Provide for any contingency planning requirements </li></ul><ul><li> Organise familiarization meetings (one-on-one interviews) in all key markets with journalists that write on the pharma industry </li></ul><ul><li> Proactively create platforms for knowledge sharing on the pharma industry through reports, trends, international learning's etc </li></ul><ul><li> Arrange to expose “ Lantus heroes” with one on ones & attract media coverage </li></ul>PR - Deliverables
  33. 33. <ul><li>Generate excitement, hype and hoopla associated with the launch of Lantus </li></ul><ul><li>Publicise/ Create frenzy around the launch and drive aggressive enquiries, word of mouth for the product </li></ul><ul><li>Organise Press Conferences </li></ul>PR - Deliverables
  34. 34. Promotional Idea – 1 <ul><li>Put your money where your mouth is </li></ul><ul><li>Offer free Cadbury hamper with first Lantus purchase </li></ul><ul><li>Desired result </li></ul><ul><li>Driving home confidence & credibility </li></ul>
  35. 35. Club Lantus – A brand-building tool <ul><li>Club Lantus is an opportunity for Lantus users to meet </li></ul><ul><li>An event organised once every quarter, bringing the benefits, real life success stories of Lantus. </li></ul><ul><li>Free Executive medical check ups </li></ul><ul><li>Free subscription to health newsletter incl recipes, exercise tips, discounts on health equipment </li></ul><ul><li>Entry by invitation only – (plus 2 friends) of a super mega Radio contest </li></ul><ul><li>Over time, it will help build our core brand value of ‘smartness, convenience & quality of life. </li></ul>
  36. 36. What do we hope to achieve <ul><ul><li>Reliable Product </li></ul></ul><ul><ul><li>Credible heritage </li></ul></ul><ul><ul><li>Will recapture life as it used to be </li></ul></ul><ul><ul><li>The only product of its kind </li></ul></ul><ul><ul><li>Worth the expense </li></ul></ul>Ideal perception of Lantus in the user’s mind :
  37. 37. One final thought <ul><li>“ We are so busy measuring public opinion that we forget we can mold it. </li></ul><ul><li>We are so busy listening to statistics we forget we can create them” </li></ul><ul><li>- Bill Bernbach </li></ul>
  38. 38. Thank you