Nasivion Day and Night - Launch Strategy

Nasivion - Day & Night Relief

L A U N C H S T R A T E G Y

Presented by

https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in

?
The OTC market comprises of 2.2% of
the IPM

? muscle pain, cut &
Cold & cough,
burns, skin problems are common OTC
product categories

Background ?
Merck is planning to launch an OTC
drug for cold and flu- Nasivion

? Tablets - 2 different tablets
Day & Night
for different times

?
A comprehensive cold solution – for all
cold symptoms


Pilot launch Nasivion in the Southern region

Create a differentiated image of Nasivion in
an already cluttered cold and cough market
Objective
–Through the unique day and night formula

Establish the new Day & Night formula
in the customers' minds


?
No direct interaction with consumers
with samples etc and limited to
pharmacy/shop level

? of Home remedies to OTC
Preference
(especially rural) generation hand me
down recipes or dadi –ma recipes

Challenges ? Doctor community as
Alienates the
they always prefer the prescribed
route

?
Brand positioning must be consistent –
Brands such as Coldarin have failed
miserably due to not only a lack of
consistency in spends & positioning


Direct

? and Night Cold and
Honitus Day
flu relief (direct competitor)

? N Flu
Crocin Cold

The Battle field
Indirect

? (with non-drowsy
D'cold Total
formula)

Vicks Action 500
?


Brand positioning strategy
1. Target audience definition
Target profiling

2. Market Definition

3. Customer Insight

4. Brand Proposition
The Strategy
Rational benefits
Emotional benefits
Social benefits
5. Brand Personality

6. Brand Positioning Statement

7. Creative Platform


Segment Behaviour towards
cold & cough treatment

Doctors on-call
High
Income
High propensity
Nasivion to self-medicate –
Potential Neighbourhood
chemist plays
Consumer Middle Income
an important role

Neighbourhood
GP/Dispensary
Low Income
Low medical
access


Target Audience profiling
Demographics Psychographics

Age 30-45, SEC A, B Aspires for good
things in life
Female & Male
The target Married
Watches TV
Reads dailies
Has a family
Leads active life
Working class

Income ~ Rs.17,000
per month


Consumer Insight

?
A good night’s sleep is very important to gear
up for the next day
The Strategy ?multi-task as a spouse, working
I need to
person, parent

? to catch a cold as my life gets
I don’t want
disrupted, I am irritable and inefficient


Rational benefits
?
Keeps symptoms of cold away during the day
?
Sleep interruption is lessened due to sleep
inducing content of the product

Emotional benefits
The Strategy ? and productive during the day in
Feel active
spite of a cold
?
Sleep peacefully at night to get up fresh and
active

Social benefits
?
An effective worker, spouse and parent in
spite of a cold. Therefore appreciated by all.


Brand Personality

The Strategy ? the kind of friend who is there to pull
Nasivion is
you out of a state of feeling unwell

? and springs you back to normal routine
Energizes


Brand Positioning

True
Believable due to drug composition

Simple
Easy to understand by the TG
Work during days, sleep well at night
The Strategy
Relevant
TG needs to keep active as he/she
multitasks throughout the day

Differentiated
Differentiated day & night formulations


Channels of promotion

Distributor/ Posters, pen stand, stockist boy T-shirts,
Stockist bicycle branding, bike branding

Order books, medicine storage box,
Chemist
poster, dangler, dispensers, pen stand
The Strategy

Consumer ATL: Print, TVC
/Patient

Visual aid, prescription pad, samples,
Doctor
gimmick table top with clock


Nasivion Communication Strategy

Mind
Attract
TVC

The Strategy Environment
Engage
BTL Promos, Virals

Point of purchase
Connect
Owning PHARMACIES/OTC
counters


Rational benefit Emotional benefit

Keeps symptoms of cold away
? ? and productive
Feel active
during the day during the day in spite of a cold
Sleep interruption is lessened
? ?
Sleep peacefully at night to get
due to sleep inducing content of up fresh and active
the product

Insight
Day & Night relief
The Strategy
Positioning Route 1
USP Benefit driven positioning with
celebrity brand endorsement.
24 hour relief from cold and flu
AM PM relief from cold and flu
Sleep well to get well soon

Stress free nights for brighter days


USP Benefit driven
positioning with celebrity
brand endorsement

The Strategy Simple & Direct

Highly
campaignable


Rational benefit
Keeps symptoms of cold away during
?
the day
Sleep interruption is lessened due to
?
sleep inducing content of the product

Positioning Route 2

The Startegy
Strategy Change the way you
tackle cold
A new formula to
combat cold

Insight
Why buy specific day & night tablets
when there are other tablets for cold?


Enables buying
pattern change.

Positioning Route 2

Change the way Helps the product stay
The Strategy you tackle cold away from the usual
cold & flu clutter.
A new formula to
combat cold.

Opens up consumers'
mind to this new
Day & Night concept


The Celebrity Endorsement advantage

Establishment of Credibility

Ensured Attention
Endorsement PR coverage

Higher degree of recall

Psychographic Connect: Demographic Connect

Mass Appeal


The Celebrities who can do the trick for us

The ones that will appeal to The young and famous ones:
housewives/working women
and multi-tasking women: Anushka shetty
Celebs
Suhasini Maniratnam Kajal Agarwal

Ramya Krishnan Hansika Motwani

Simran Tamanna
Asin


Creative Execution

Mind
Attract
TVC

The Strategy Positioning Route 1 - Benefit driven

24 hour relief from cold and flu
AM PM relief from cold and flu
Sleep well to get well soon

Stress free nights for brighter days


Assistant Director
(celeb route)

The scene starts off with Anushka having a serious talk with the hero of the movie. The
discussion gets really intense.

With tears in her eyes, she asks the hero whether he loves her
TVC1 The hero is just about to answer her, when the duo is interrupted by a very loud sneeze.

(Zoom out and only then do we see that it's actually a shoot in progress)

The whole crew looks around to find the source of all the commotion

This is when we see a drowsy and puffy-eyed assistant director

Assistant Director: Got this terrible cold. Not able to sleep at night.

Anushka: Don't worry; try the new Nasivion Day and Night, for effective relief from
cold that keeps your nights peaceful and day's active.

Super: Nasivion - Day and Night 24 hr relief from cold and flu.


Fairy
(celeb route)

The scene starts off with Anushka Shetty heading home after shoot

She gets home, begins to relax when she is startled by the sound of her son sneezing as
TVC2 he is struggling to get some sleep

She just goes over to his bed, and points a fairy like wand in his direction, and the next
second he's sleeping like a baby

Cut to shot of drowsy looking husband leaving for office. She hands him his laptop bag.
Takes out a wand from her bag and points in his direction, and the next second he's
fresh and active.

As he leaves the scene she looks at the camera & then does the swish again and product
pack shot appears.

Super: Just Shoo (or) Shoo the Flu. Nasivion - AM PM relief from cold and flu (with
graphic of how nasivion works playing)


Pyjamas
(non-celeb route)

Ad opens with a shot of guy tossing on bed, sneezing, finding it hard to sleep.

TVC3 Cut to morning. Tight close up Shots of a guy tying shoe lace, tightening tie, picking up
laptop bag, starting bike.

Shots of security saluting with “what's-wrong-with-him” look, colleagues looking at
him and laughing… woman looking at him and calling another woman…

Cut to full length shot of this guy wearing his night dress and walking into office.

VO : It happens when you have cold… Introducing Nasivion Day & Night.

Cut to a graphic explanation on how it works with voice over “Night tablet helps you
sleep peacefully, Day tablets keep you active during the day'

Nasivion - Day & Night 24hr relief.


Creative Execution

Mind
Attract
TVC
TVC
Positioning Route 2
Change the way you tackle cold
A new formula to combat cold


Cliche
(celeb route)

Ad opens with a clichéd scene of hero lying on ground totally beaten up and his family
TVC1 (mom and girl friend) tied up to a pillar… Villain then repeatedly slaps the heroine and
laughs thunderously…. The villain then goes to hero's mom and slaps her. Mom then
starts lets out a loud cry and calls hero's name … on hearing his mother's call hero gets
up and bashes up all the baddies. As he tries to shoot the villain he sneezes…At this
point our celeb enters the frame (the action continues in the background) and says
'there are few formulas you can never change. But when it comes to tackling cold…
there is a new formula you can rely on.'

Nasivion Day and night tablets… Day tablets keep you active during the day and
Night tablet helps you sleep peacefully at night (with graphic of how nasivion works
playing)


Creative Execution

BTL Point of purchase
Connect
Owning PHARMACIES/OTC


In-store posters

BTL


BTL


Standees

BTL


Innovative Day night clocks (to be kept outside the shops)

BTL


Hanging dispensers

BTL


Table top dispensers

BTL


Product dispensers

BTL


Innovative pharmacy rack tablet containers
with Nasivion Day & Night branding

BTL

LABLE space


BRANDING THE BROWN PAPER
TABLET PACKETS AT PHARMACIES

BTL


Nasivion Branded Pen Stand

BTL


Creative Execution

Promos Environment
Engage
BTL Promos


Day & Night men

Every pharmacy can have a small kiosks manned by 2 guys in
Promos skin tight outfits. One sporting a night look and another one a
day look. These guys can distribute free samples and leaflets
with doctors' testimonials, how it works etc... to create
awareness.

We can have a guys sporting half pyjama and half corporate
attire sneezing and coughing with tissues in hand carrying a
Nasivion Day & Night standee.


Drowsy pharmacists

We can have pharmacy men falling asleep while talking to
Viral customers, pharmacist falling asleep after collecting cash a la
'just for laughs'.

We can have people sleeping in shops without attending to the
customers etc. and when the customer loses cool they can
deliver the nasivion pamphlet. This could be filmed and posted
across various social networking and video sharing sites.


Nasivion Day and Night - Launch Strategy

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Nasivion Day and Night - Launch Strategy