4. Colombia cough, cold and allergy category
is a £81 billion pounds annual market
CLIENT PROJECT NAME / 4
13,1
6,7
4,5
6,2
11,8
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
2010-11 2011-12 2012-13 2013-14 2014-15
Cough, Cold and Allergy (Hay Fever) Remedies
% Of growth
Source: Euromonitor international
5. Brand Market
Share 2013
CLIENT PROJECT NAME / 5
Halls
15,8%
Dolex
10,9%
Noraver
8,9%
Noxpirin
8,6%
Vicks
8,3%
Dristan
7,6%
Pax Max
Gel
6,1%
Isodine
2,8%
Descongel
2,7%
Sinutab
3,0%
Robitussets
1,8%
Others
23,7%
Source: Euromonitor international
The leader of the category
is not a flu medicine.
6. Brand Market
Share 2014
CLIENT PROJECT NAME / 6
Halls
16,5%
Dolex
10,8%
Noraver
9,2%
Noxpirin
8,9%
Vicks
7,4%
Dristan
7,5%
Pax Max Gel
5,6%
Isodine
2,7%
Descongel
2,7%
Sinutab
2,6%
Robitussets
2,0%
Others
24,1%
Source: Euromonitor international
The leader of the category
is not a flu medicine.
7. Brand Market
Share 2015
CLIENT PROJECT NAME / 7
Halls
16,8%
Dolex
10,0%
Noraver
8,9%
Noxpirin
8,4%
Vicks
7,1%
Dristan
7,0%
Pax Max Gel
4,8%
Isodine
2,6%
Descongel
2,5%
Sinutab
2,3%
Robitussets
2,1%
Others
27,5%
Source: Euromonitor international
The leader of the category
is not a flu medicine.
8. DOLEX FLU IS THE
LEADER OF THE
MARKET, BUT WHAT
IS THE PERCEPTION
OF THE CONSUMER
ABOUT THE BRAND?
CLIENT PROJECT NAME / 8
11. DOLEX FLU
POWER GRID
2004 - 2015
CLIENT PROJECT NAME / 11
65
94 96 96
Source: Colombia total adults BAV FULL YEARS
Dolex flu its close to becoming a Life
Brand, but it must develop Differentiation
Dolex Gripa 2015
Dolex Gripa 2013
Dolex Gripa 2010Dolex Gripa 2007
Dolex Gripa 2004
0
25
50
75
100
0 25 50 75 100
Fortaleza
Estatura
12. BRAND EQUITY IS BUILT WITH 48
ATRIBUTES AND PERSONALITY
DIMENSIONS
TRUSTWORTHY FRIENDLY DYNAMIC UNAPPROACHABLE DISTINCTIVE HIGH QUALITY AUTHENTIC
INNOVATIVE GOOD VALUE CARES CUSTOMERS ORIGINAL ARROGANT FUN RELIABLE PRESTIGIOUS
UNIQUE DIFFERENT STYLISH TRAIGHTFORWARD UP TO DATE TRADITIONAL HELPFUL PROGRESSIVE
BEST BRAND DOWN TO EARTH DARING INTELLIGENT UPPER CLASS RESTRAINED SIMPLE TRENDY
GLAMOROUS HEALTHY CHARMING VISIONARY KIND ENERGETIC LEADER RUGGED CAREFREE
OBLIGING GAINING IN POPULARITY HIGH PERFORMANCE WORTH MORE SOCIALLY RESPONSIBLE
SOCIAL SENSUOUS INDEPENDENT
13. CLIENT PROJECT NAME / 13
DOLEX FLU ATRIBUTES VS. CATEGORY
0
25
50
75
100
Dolex Gripa Cat. Average
14. DOLEX FLU HAS DEVELOPED MOST OF ITS EQUITY IN
THE CATEGORY ON TRADITIONAL COMMUNICATION,
BUT WHAT IS THE ROLE OF THE BRAND ON THE
DIGITAL WORLD?
CLIENT PROJECT NAME / 14
15. LISTENING
PLATFORMS
• Radian 6 &
Social Bakers
MODELS
• Linguistic Model
• Statistic Model
BAV
• Differentiation
• Relevance
• Esteem
• Knowledge
SOCIAL BAV
• Evolution of
BAV in digital
CLIENT PROJECT NAME / 15
Pioneers in combining BAV with social platforms, we are
looking to predict traditional BAV in a digital context.
=
+ - Adj. Verbs Feelings
++
16. CLIENT PROJECT NAME / 16
Dolex is a Cultural icon for colombians
and they tallk about it in their daily
life, they also have a connection with
the brand when the topic is being
sick. Making it a LIFE BRAND
23. ➢Trend "share" apply to
category.
➢ They TELL US what to
take to cure or treat the
flu.
advertising by public
24. CLIENT PROJECT NAME / 24
People have flu!
Social "places" in which they share it
25. ➢ Channels that allow validate "what people search“
➢ Brands can be carriers of the public opinion if they want. If
they speak from the emotional insights, non from
commercial position
the age of reviews
26. Wholesalers do their part!!
They provide spaces and interesting social
conversations
27. ➢ Valuable content driven from social networks
➢ “Sneaks peeks” for the digital communities in events
organized in store.
30. eXploring is Based on the Principle...If You Want to
UNDERSTAND
How a Lion Hunts...Don’t Go To the Zoo
GO TO THE JUNGLE
31. Milena Arias. Pharmacist
CLIENT PROJECT NAME / 31
“People don’t take medicines to prevent the flu, they ask
for medicines just when they are sick.”
“I recommend flu medicines to my costumers, like
Descongel, Noxpirin, Dolex flu. And also medicine to
increase defenses and recovering the immune system.”
“When someone says to me that the medicines don’t
work, I recommend them to visit the doctor.”
“When someone have a "little flu" I recommend flu medicines,
but when the flu is serious and they have many symptoms, I
recommend them to visit the doctor.”
32. Nubia Gomez - Grand Mother
CLIENT PROJECT NAME / 32
“I can't take any flu medicine with many components, because
I suffer high blood pressure.”
“There is something known that consists in applying Vick
Vaporub in the palm of feets and you wrap it in blankets .
Vick Vaporub is very popular and the people will continue
using it.”
“When my kids had flu, I gave them dolex and a pill that I
don’t remember how is it called.”
“For me the ginger is very good to solve breathing problems.”
33. CLIENT PROJECT NAME / 33
Barbara Plazas- Young Woman
“When I feel that the flu is starting I fight, I drink orange
juice and I take vitamin C. The objective is to don’t get
to the point I have to take medicines.”
“I think that Oscillococcinum is the most natural option
to treat the flu, before medicine.”
“If the home remedies and the ´natural medicines´ don’t
work, I take any product. Dolex, Docefal, Noxpirin,
whatever, to try to stop the flu.”
“I don’t like stop my life for the flu. I don’t want to
stay at home, I don’t eat chicken soup and stay all
day in bed for three days, I don’t do all the things
that people is supposed to do when they are sick.”
34. CLIENT PROJECT NAME / 34
Quote slide style option.”
Juliana Vallejo- Young Mother
“My mother taught me all home remedies for my kids, like
ginger, natural herbs and the traditional aguapanela.”
“Because the health system in Colombia is very bad, I am
an irresponsible mom with my kids. I give them medicines
for the flu without medical recommendation.”
“The Pharmacist are very reliable, many times they know
what to recommend before the doctors give a prescription.”
“I only go to the doctor with my kids when the situation is
critical, for example when the medicines that I gave them
do not work and many days of feeling sick have passed.”
35. CLIENT PROJECT NAME / 35
Rafael Sanchez - Father
“I do a mix between medicines and home remedies for the flu.”
“If the kids have a high fever around 38°C degrees, we
control the temperature and give them Dolex.”
“We never take PAX because we heard that medicine causes
tachycardia”.
“Only when the fever is high we take the kids to the doctor,
because maybe is an inflammation or an infection”.
36. Colombians have the recipe for the flu and if not, they invent it!
CLIENT PROJECT NAME / 36
Lemon Orange & Juice Honey Ginger Panela* & panela water* Aguardiente*
Mint Mint candy “Gelatina de pata” Butter Jelly Coke
Onion Garlic Tomato Elderberry Thymus Milk
We discovered homemade remedies that are complementary to the flue medicines.
37. They talk about it in
social media
CLIENT PROJECT NAME / 37
28%
21%
14%
13%
8%
8%
8%
HOME REMEDIES
panela
lemon
vitamin
acetaminofen
aguapanela
ginger
orange
Colombia Cough, cold & flu Share of voice
38. CLIENT PROJECT NAME / 38
Because people hate being sick
• Hate
• Pain
• Damn it
• Life
• Bad
• Good
• Body
• Mom
• Worst
• Fiber
• Head
• Sick
• Tomorrow
• Morning
• Throat
• Defenses
• Weeks
• Sleep
• Cold
• Days
• Nose
• Night
• Salt
• Ice Cream
• Water
• Horrible
• Snot
• Thanks
• Cough
• Alone
• Many
• Die
• Feel
• Gum
• Voice
• Love
• Heart
• Health
• With me
• Lemon
• Happy
• Things
• Tropical
• Out
• Home
• Each
• Bed
Colombia Cough, cold & flu conversations
40. • cough, cold and allergy
• Dolex is the first at the category of cough, cold and allergy,
• Dolex es el #1 de la categoría antigripales y el ranking de posiciones para las otras marcas se ha mantenido en los últimos 3 años
• Dolex es una marca tradicional, conocida, y relevante en la vida de las personas, pero no ha logrado diferenciarse lo suficiente para estar en el
cuadrante de marcas lideres. La oportunidad de diferenciarse esta en la comunicación.
• Social bav pendiente
• Digital Pendiente
• En general el colombiano se resiste a la gripa, en un principio opta por remedios naturales y caseros, luego pasa a los antigripales y si nada de
esto funciona visita al medico.
• No hay conciencia de la gripa como una enfermedad seria de la cual la gente deba cuidarse. Tal vez esto se deba a la falta de estaciones en el país
y por eso la gente no se prepara por temporadas. Las temporadas de lluvia pueden ser en cualquier momento del año.
• La solidaridad de gripa y dentro de esto la automedicación
• La importancia de a farmacia en el proceso de gripe y la confianza depositada en el farmaceuta
CLIENT PROJECT NAME / 40
