SlideShare a Scribd company logo
DRCOM for
P&G Pharmacy Channel Account
DIGICOM TEAM
Emy Goy | Nejmeddine Jemaa | Guillmette Joubert | Marion Peroy | Nicolas Sarrasin

11/01/2013

1
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 your portfolio

7
•France
•Espagne

Our Solution

•Italie

• Allemagne

• Venezuela

•Brésil

•Portugal

•Grèce

•Pays Bas

•Russie

•Pologne

•Australie

•Inde
•Mexique
•Belgique

8
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
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
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
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
Global Digital Strategy
Middle term vision

13
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
STRATEGIC ORIENTATION

15
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
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 modifications
4 : GO for production
5 : Final approval

19
19
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
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 your portfolio

23
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
Project deployment

25
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
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
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

  • 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. Agenda 1. Our M2L solution 2. Go further in your global digital marketing strategy 2
  • 3. Master to Localization solution For your Ipad campaign implementation 3
  • 5. Master to Localization Globaly homogeneous - Locally adapted Content Cost Timing 5
  • 6. Success Stories 1 Master 25 Countries 5 months 1 Master 6 Countries On-going 2 Masters 40 Countries 6 months 6
  • 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. •France •Espagne Our Solution •Italie • Allemagne • Venezuela •Brésil •Portugal •Grèce •Pays Bas •Russie •Pologne •Australie •Inde •Mexique •Belgique 8
  • 9. Let’s have a look… France 9
  • 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. 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. 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
  • 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
  • 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. 3 Key Localizations Flat growth market Opportunity zone Small market region 17
  • 18. Deployment RED Web platform Serious game In store tablet France India Poland 18
  • 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. 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. Do you have any questions? 21
  • 22. P&G Project Master to Localization Implementation January 2013 22
  • 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. 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
  • 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. 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. Pricing Cost : 5 286 200 € Revenue : 7 000 000 € BENEFICES : 1 714 000 € 28