Print Ad Dolan by Lourdes Tan

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  • From: Newsweek Magazine, Nov 2007. Found on back side of magazine which can be flipped to look as if was the actual Newsweek cover. 
Product: Ibuprofen (Dolan) Pediatrica, Inc. Subsidiary of UNILABPositioning: “Brings Down Fever Fast!” “Bilis-bisasamataasnalagnatngbata.”Summary: Dolan is an ibuprofen-based fever medicine for children. It is superior to paracetamol in providing faster (within 15 minutes) and longer relief from fever (works up to 8 hours)
  • From: Newsweek Magazine, Nov 2007. Found on back side of magazine which can be flipped to look as if was the actual Newsweek cover. 
Product: Ibuprofen (Dolan) Pediatrica, Inc. Subsidiary of UNILABPositioning: “Brings Down Fever Fast!” “Bilis-bisasamataasnalagnatngbata.”Summary: Dolan is an ibuprofen-based fever medicine for children. It is superior to paracetamol in providing faster (within 15 minutes) and longer relief from fever (works up to 8 hours)
  • Print Ad Dolan by Lourdes Tan

    1. 1. “Brings down fever FAST!“<br />Lourdes Tan<br />January 19, 2010<br />
    2. 2. 5 Steps to Part 1<br />Dolan PTM are pediatricians and parents<br />Who want a faster acting fever medicine for children<br />Can chose paracetamol<br />Gap isparacetamol has been in the market much longer than ibuprofen<br />Ibuprofen has 20% market share, but gaining<br />
    3. 3. 1. Primary Target Market<br />Pediatricians who will prescribe the ibuprofen<br /> and<br />Parents who will self-medicate their children with ibuprofen<br /> … who also want a FASTER anti-pyrectic effect<br />
    4. 4. 2. Needs Wants and Expectations<br />Need, want and expect the following:<br />1. Faster effect<br />2. Longer duration<br />Makes a more convenient dosing and improves compliance<br />In addition is cheaper than Tempra (leading brand)<br />
    5. 5. Ibuprofen can PROTECT the body from high grade fever (which may be detrimental to the body)<br />There is a reactive process (fever) happening to the body<br />
    6. 6. 3. Competitors<br />Direct: TEMPRA (Paracetamol), generic brands of paracetamol and ibuprofen<br />Indirect: Cooling patches (Bioflu), <br />Variables: Price, flavours available and suitability to child’s palate, convenience of use (Form: drops, syrup, tablets. Dosing: Every 8 hours, every 4 hours), availability, brand <br />
    7. 7. Position Map<br />
    8. 8. 4. Gap between customers and competition<br />The TEMPRA brand paracetamol has been in the market for >30 years <br /> VERSUS<br />DOLAN brand ibuprofen has only been in the market for <5 years<br /> BUT<br />Ibuprofen, the newer antipyretic available for children, has been known to have a faster and longer duration of efficacy in current evidence-based research<br />
    9. 9. 5. Dolan Market Share <br />Dolan (probably) has 20% market share of anti-pyretics for children<br />Quite small because of Tempra’s longer existence in the market….<br />Tempra (probably) has 77% market share of anti-pyretics for children<br />
    10. 10. 5 Steps to Part 2<br />Dolan has a faster effect thanparacetamol<br />More affordablethanparacetamol<br />Pedia conferences, show cases, promotional events, print ads, tv commercials<br />Distributed nationwide,<br />Generic Winning Strategy: “Brings down fever FAST!”<br />
    11. 11. 6a. Dolan “Brings down Fever FAST!”<br />
    12. 12. Dire<br />Direct Competitors. TEMPRA.<br />Indirect Competitors. Cooling Gel Patches.<br />
    13. 13. 6b. Product Description<br />Dolan drops come in formulations of 100mg/2.5mL in 15mL glass bottles<br />Dolan suspension come in formulations of 200mg/5mL and 100 mg/5mL in 60mL glass bottles<br />It is BFAD, DOH approved for children <br />Comes in orange flavour only<br />
    14. 14. 7. Price<br />Drops are Php 75<br />Suspension in Forte formulation is Php 121.5<br />Suspension in normal formulation is Php 72.75<br />Prices are 15% cheaper than the leading brand<br />
    15. 15. 8a. Promo<br />TV commercials<br />Print Ads<br />Public Relations  Conferences, Exhibit Booths in Shopping Malls, Promotional Events, Mascot Interaction<br />Personal Selling via Med Reps<br />
    16. 16. Creative Magazine Print-Ad Back Cover that when flipped over, can be the Newsweek Cover Page.<br />
    17. 17.
    18. 18. Additional page shows scientific evidence of efficacy of Ibuprofen (Dolan) Vs. Paracetamol.<br />Time of onset of efficacy of medicine, Dolan is faster than Paracetamol<br />Duration of lowered temperature after 8 hours, Dolan last longer compared to Paracetamol<br />Side effects are lower in Dolan compared to Paracetamol<br />
    19. 19. DOLAN information kiosks in shopping malls with children’s games. Here in Trinoma in May 2009.<br />They used a background image of racing which is related to speed, alluding to how Dolan “Brings down Fever FAST.”<br />
    20. 20. Meet and greet, picture taking with Dolan Mascot.<br />
    21. 21. Dolan TV commercial, “Bilis-bisasamataasnalagnatngbata.”<br />
    22. 22. Celebrities for promotional events. <br />
    23. 23. 8b. Competitor Promo<br />Celebrities for commercials, use of brand for years.<br />
    24. 24. Dolan Vs. Paracetamol<br />Dolan is a relatively newer fever-medicine compared to Paracetamol<br />Dolan is NEWER and much evidence-based research has shown Dolan to be FASTER at affecting the body temperature and LASTS LONGER when compared to Paracetamol<br />
    25. 25. 9. Place<br />Product is available in most leading drug stores, hospitals, generics pharmacies<br />Nationwide<br />
    26. 26. 10. Winning Strategy of Dolan<br />Dolan’s main strategy is to penetrate a larger market share of anti-pyretics for children from birth to age 18 years old.<br />It is manufactured by Pediatrica, a subsidiary of UNILAB, benefits from the distribution leverage<br />
    27. 27. Winning Strategy<br />Evidence-based research has shown Dolan to be superior to Paracetamol in terms of <br />(1) FASTER time of onset of efficacy (with in 15 minutes!)<br />(2) Longer duration of effectivity (up to 8 hours)<br />(3) Lesser side effects<br />It is also more affordable than the leading brand<br />
    28. 28. Summary<br />Dolan PTM are pediatricians and parents<br />Who want a faster acting fever medicine for children<br />Can chose paracetamol<br />Gap isparacetamol has been in the market much longer than ibuprofen<br />Ibuprofen has 20% market share, but gaining<br />
    29. 29. Summary<br />Dolan has a faster effect thanparacetamol<br />More affordablethanparacetamol<br />Pedia conferences, show cases, promotional events, print ads, tv commercials<br />Distributed nationwide,<br />Generic Winning Strategy: “Brings down fever FAST!”<br />
    30. 30. “Brings down fever FAST!“<br />Lourdes Tan<br />January 19, 2010<br />

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