The Value of PR in Brand Building
• PR agencies are responsible for protecting, enhancing or building a brand’s
reputation through the media.
• Focus on the brand’s strengths and translate them into positive media stories.
• Incorporates the concepts of image and relationship building between brands
and their publics.
• Voice of a brand and is there to persuade all stakeholders to maintain a certain
(positive) view of a brand and its products or services.
• When a brand is in the news for the wrong reasons, proper a public relations
programme can be implemented to save them and change how the public
The Brand’s Current Situation
• “Adcock Ingram is a leading South African manufacturer, marketer and distributor
of healthcare products with a market capitalisation of R10 billion.”
(Adcock Ingram, 2013).
• Adcock Ingram has a broad range of brands under Pain (Panado) Colds and Flu,
Personal Care and Supplements.
• One of its better known brands is Panado. Panado came out number 1 in the
‘Medicine’ category of the Icon TGI Brand Survey, and also number 1 in the
‘Headaches’ category of the Sunday Times Top Brands Survey last year.
So what is it about this brand that makes it “The GP’s Choice”?
• Been around a long time
• Trusted family brand
But, we don’t see any advertising of the product anywhere and it is seen as boring.
A great way to increase awareness of the brand is to launch an interactive event. They
will be perceived in a new (and much better) light if they target a specific segment.
• Increase brand awareness and improve perception of the Panado brand amongst the
target audience by 10% within the next year.
• Develop an integrated marketing campaign that will make the Panado baby range the
no.1 mild medicine for childhood pain relief in South Africa by the following year.
• Increase sales of Panado products by 15% within the next year.
Current Target Audience
Target Audience Problem/Symptom Benefit/Solution
Babies (Parents) Fever Mild medicine
Executives Stress Fast acting pain relief
Young girls Period pain Extra strong
Students Hangover On the go
Proposed Target Audience
I have decided to focus on the paediatric range and target parents as I think there has
been a significant increase of baby expos and “mommy bloggers” in SA and it would be
beneficial for a brand like Panado to latch on to this trend.
Parents, mostly female.
They enjoy blogging and/or are active on social media.
Panado is the first choice for childhood pain relief.
Event: Exhibition Stall and Talk at the Mama Magic Baby Expo which
occurs annually in Cape Town, Durban and Johannesburg.
I would like to have a Panado stall at the expo with
ambassadors and promotion materials.
There will be a presentation in the auditorium done by the Brand Manager of Panado who
will discuss and showcase
Panado baby range: Infant Drops, Paediatric Syrup, Children Meltabs
Solutions for stress and pain relief for parents: Panado Tablets, Capsules, Meltabs and
The presentation will be comprised of:
Brand Manager introducing products and also talking about what the parent brand Adcock
Ingram has contributed to organisations and communities (Corporate Social Investment
A knowledgeable South African Paediatrician (one from each city) will give a talk, share
tips and answer any questions the parents might have.
This will be someone who has charisma like Oprah’s Dr Oz.
They will also actively recommend Panado as The GP’s Choice.
A TV presenter and parent as a celebrity endorser and brand
ambassador (e.g. Dr Michael Mol and his wife).
Complimentary food and drinks available
(e.g. decorated cupcakes from a popular bakery in each area can be
The event will be promoted mainly online, using:
Press releases sent out to associated brands.
Event listings on websites that parents are known to
frequent, e.g. Parent24.
Event listings in Your Pregnancy, Your Baby, Baba & Kleuter,
Mamas & Papas magazines.
Event listings on local radio stations during the “What’s On”
Short radio ad on family radio stations.
Insert on Great Expectations parenting television programme
Panado freebies in parenting magazines (e.g. Infant Drops in
Mommy blogger-drop invitations for event:
These will be cute and attractive hard copy invitations/packages
that contain some of the Panado baby products that match the
lifestyle or needs of each blogger (and also some stress relieving
tablets for the moms).
Bloggers will be encouraged to blog about what they received and
mention that Panado will be at all the Mama Magic Expos in the 3
Links to the blog posts will be Tweeted and Shared on Facebook by
the bloggers themselves and Panado. Bloggers will also run
Giveaways (e.g. tickets to the events) which will create hype.
Examples of popular bloggers: Natasha Clark of Raising Men,
Vanessa Lewis of Nina Say Cheese, Stacey Vee of Living Lionheart,
Celeste Barlow of The Reluctant Mom.
Budget Plan for all 3 events
Wages for representatives R 5 000
Travel expenses R 1 000
Air travel R 5 000
Printing costs R 10 000
Delivery (invites) R 500
Corporate Identity R 10 000
Display materials R 20 000
Exhibition space R 35 000
Brochures and other literature R 5 000
Radio ads R 50 000
Prizes for giveaways R 1 000
Freebies R 1 000
Celebrity endorser R 10 000
Photography/Videography R 5 000
Media relations R 5 000
Opinion research R 1 000
Catering R 5 000
Labour R 1 000
Child minder R 2 500
Asking subscribers of Panado Facebook page what they thought of event.
Asking journalists and mommy bloggers to do a write-up and give an honest
opinion of the events.
Calculating amount of times the event or anything related to Panado was searched
for online, also how many people read the mommy bloggers posts, commented on
Facebook posts or Shared and Tweeted links to the events.
Analysing sales of baby range pre and post-event to see if there was a
Opinion polls and surveys
Gain feedback through Mama Magic Expo.
Subjective internal meetings
Brand Manager and Sales and Finance departments sit down together and
discuss the effect of the events.