DRCOM for
P&G Pharmacy Channel Account
DIGICOM TEAM
Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicol...
Agenda
1. Our M2L solution
2. Go further in your
global digital marketing strategy

2
Master to Localization solution
For your Ipad campaign implementation

3
Individual projets
Heterogeous contents

Content

Cost

Timing

4
Master to Localization
Globaly homogeneous - Locally adapted

Content

Cost

Timing

5
Success Stories
1 Master
25 Countries
5 months

1 Master
6 Countries
On-going

2 Masters
40 Countries
6 months

6
Your request
 Strategy to implement a new DSA

iPad

 15 Countries around the world

 To present 14 Key products of you...
•France
•Espagne

Our Solution

•Italie

• Allemagne

• Venezuela

•Brésil

•Portugal

•Grèce

•Pays Bas

•Russie

•Pologn...
Let’s have a look…

France

9
Let’s talk cost effectiveness…
 Option 1 : Country by Country
CREA
1 BRAND:

ANIM
4*100

STATIC
6*50
n° brands

France
Sp...
Let’s talk cost effectiveness…
 Option 2: M2L
MASTER

TOTAL MASTER: 700*14

9800

LOCALIZATIONS
n° brands
France
Spain
It...
Timeline
F2F Ipad
2013

│MASTER

│LOCALISATIONS

│2 TESTS - PILOT COUNTRY

October

15 - 30
September

01 - 15
September

...
Global Digital Strategy
Middle term vision

13
Digital multi channel approach
Strategic orientation
Implementation of digital marketing
tools
Objectives
• Increase sales...
STRATEGIC ORIENTATION

15
Deployment of new digital tools

Opportunity zone:the strongest growth for P&G is taking place in emergent markets
(India ...
3 Key Localizations
Flat growth market

Opportunity zone

Small market region

17
Deployment
RED

Web platform Serious game In store tablet

France

India

Poland
18
Timeline

Reporting

1

2

3

4 5&1

1 : Brief
2 : Global Marketing review of the storyboard
3 : Validation of modificatio...
Cost of new tools developement
 Creation of the web plateform 1200 K

 RED 1700 K
 Procter Academy 600 K
 In store tab...
Do you have any questions?

21
P&G Project
Master to Localization
Implementation
January 2013

22
P&G’s request
 Strategy to implement a new DSA

iPad

 15 Countries around the world

 To present 14 Key products of yo...
The contract with P&G
F2F with Ipad

In-store tablet
quiz

Web Plateform
•
•
•
•

Serious Game
« Procter
Academy »

Mercha...
Project deployment

25
Human Resources
 Repartition
 1 PM Latina America : Mexique, Venezuela, Brasil in P&G Brazil
Subsidiary
 1 PM Pacific A...
Intern Costs
 1 BBC : 4 000€ / month : 8000*20 = 160 000 €
 7 PM FT : 3500€ /month -> 7000€ *7 = 49 000 €


* 20 mois =...
Pricing
Cost : 5 286 200 €
Revenue : 7 000 000 €
BENEFICES : 1 714 000 €

28
LET’S GO !!!

29
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Digital week presentation for P&G

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Répondre au brief suivant pour P&G health care:

-Défendre l’intérêt du Master to Localization auprès d’une direction globale en terme d’efficacité et d’optimisation de coût - temps de développement.

-Comment différentes approches multicanales 100% digitales (à proposer, dont au moins de la visite à distance RED) peuvent compléter ou se substituer à la visite médicale classique selon les cibles. Vous pourrez également proposer des stratégies de différenciation de contenu.

-Quelle organisation (méthodologie, ressources humaines, etc.) préconisez-vous pour assurer la réussite du projet selon vos recommandations et accompagner le client dans sa conduite du changement vers une stratégie digitale globale?

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Digital week presentation for P&G

  1. 1. DRCOM for P&G Pharmacy Channel Account DIGICOM TEAM Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicolas Sarrasin 11/01/2013 1
  2. 2. Agenda 1. Our M2L solution 2. Go further in your global digital marketing strategy 2
  3. 3. Master to Localization solution For your Ipad campaign implementation 3
  4. 4. Individual projets Heterogeous contents Content Cost Timing 4
  5. 5. Master to Localization Globaly homogeneous - Locally adapted Content Cost Timing 5
  6. 6. Success Stories 1 Master 25 Countries 5 months 1 Master 6 Countries On-going 2 Masters 40 Countries 6 months 6
  7. 7. Your request  Strategy to implement a new DSA iPad  15 Countries around the world  To present 14 Key products of your portfolio 7
  8. 8. •France •Espagne Our Solution •Italie • Allemagne • Venezuela •Brésil •Portugal •Grèce •Pays Bas •Russie •Pologne •Australie •Inde •Mexique •Belgique 8
  9. 9. Let’s have a look… France 9
  10. 10. Let’s talk cost effectiveness…  Option 1 : Country by Country CREA 1 BRAND: ANIM 4*100 STATIC 6*50 n° brands France Spain Italy Germany Russia Brazil Venezuela Australia India Greece Netherlands Poland Portugal Belgium Mexico COST 700 SUBTOTAL 12 11 9 11 8 10 11 9 9 12 9 11 9 12 9 8400 7700 6300 7700 5600 7000 7700 6300 6300 8400 6300 7700 6300 8400 6300 TOTAL : 106 400 10
  11. 11. Let’s talk cost effectiveness…  Option 2: M2L MASTER TOTAL MASTER: 700*14 9800 LOCALIZATIONS n° brands France Spain Italy Germany Russia Brazil Venezuela Australia India Greece Netherlands Poland Portugal Belgium Mexico COST ADAPT 1 BRAND SUBTOTAL 308 12 308 11 308 9 308 11 308 8 308 10 308 11 308 9 308 9 308 12 308 9 308 11 308 9 308 12 308 9 TOTAL LOC. 3696 3388 2772 3388 2464 3080 3388 2772 2772 3696 2772 3388 2772 3696 2772 56616 TOTAL : 66 416 11
  12. 12. Timeline F2F Ipad 2013 │MASTER │LOCALISATIONS │2 TESTS - PILOT COUNTRY October 15 - 30 September 01 - 15 September 15 - 31 August 01 - 15 August 15 - 31 July 01 - 15 July 15 - 30 June 01 - 15 June 15 - 31 May 01 - 15 May 15 - 30 April 01 - 15 April 15 - 31 March 01 - 15 March January 15 - 28 Febrary Summer 01 - 15 Febrary Winter │LAUNCH Seminar 1 1: 2: 3: 4: 5: 2 3 4 5&1 2 3 4 5 Reporting Brief Global Marketing review of the storyboard Validation of modifications GO for production Final approval 12
  13. 13. Global Digital Strategy Middle term vision 13
  14. 14. Digital multi channel approach Strategic orientation Implementation of digital marketing tools Objectives • Increase sales force effectiveness • Increase sells and turnover by 10 % increasing the sell out in pharmacies 14
  15. 15. STRATEGIC ORIENTATION 15
  16. 16. Deployment of new digital tools Opportunity zone:the strongest growth for P&G is taking place in emergent markets (India 10.6% of growth,Brazil…) Western Europe where market growth remain flat However it is one of the biggest market size value for P&G Eastern Europe where P&G has a negligeable presence however the Teva/P&G joint venture may change the positioning 16
  17. 17. 3 Key Localizations Flat growth market Opportunity zone Small market region 17
  18. 18. Deployment RED Web platform Serious game In store tablet France India Poland 18
  19. 19. Timeline Reporting 1 2 3 4 5&1 1 : Brief 2 : Global Marketing review of the storyboard 3 : Validation of modifications 4 : GO for production 5 : Final approval 19 19
  20. 20. Cost of new tools developement  Creation of the web plateform 1200 K  RED 1700 K  Procter Academy 600 K  In store tablet quiz 3000K Total=6500 K € 20
  21. 21. Do you have any questions? 21
  22. 22. P&G Project Master to Localization Implementation January 2013 22
  23. 23. P&G’s request  Strategy to implement a new DSA iPad  15 Countries around the world  To present 14 Key products of your portfolio 23
  24. 24. The contract with P&G F2F with Ipad In-store tablet quiz Web Plateform • • • • Serious Game « Procter Academy » Merchandising Trade E-learning Orders RED 24
  25. 25. Project deployment 25
  26. 26. Human Resources  Repartition  1 PM Latina America : Mexique, Venezuela, Brasil in P&G Brazil Subsidiary  1 PM Pacific Asia : India, Australia in P&G India Subsidiary  3 PM Europe (Russia included) in DRCOM Germany, Italy and France  1 BBC & 3 PM at DRCOM Headquarter • Internal recruitment  1 Brand Channel Coordinator  3 Project Managers ( 2 FT, 1 PT) • External recruitment  5 Project Managers  2 Interns Team of 11 persons 26
  27. 27. Intern Costs  1 BBC : 4 000€ / month : 8000*20 = 160 000 €  7 PM FT : 3500€ /month -> 7000€ *7 = 49 000 €  * 20 mois = 980 000€  1 PM PT   50% * 2 months : 7 000 € 20% * 18months : 25 200 €  1 digital intern (6 months) : 2000€ *6 = 12 000 €  1 intern (2months) : 1000€ *2 = 2 000 €  Frais annexes (Frais embauche, notes de frais, consommables…) : 100 000 €  Digital creation : 4 000 000 € TOTAL : 5 286 200 € 27
  28. 28. Pricing Cost : 5 286 200 € Revenue : 7 000 000 € BENEFICES : 1 714 000 € 28
  29. 29. LET’S GO !!! 29

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