The campaign will incorporate an integrated marketing experience using smart phone devices that will engage new and existing consumers with a fun and rewardable point of difference, unique to the pharmacy market.

1. Proposed Marketing Plan
Christmas
Paul Guy
Competing to Engage

2. Executive Summary
Doc Morris is preparing to launch a new campaign to the Irish
Christmas market using the theme of the ‘12 days of Christmas’, but
with a difference. The campaign will incorporate an integrated
marketing experience using smart phone devices that will engage
new and existing consumers with a fun and rewardable point of
difference, unique to the pharmacy market.
The proposition of the campaign
is value and loyalty. The call to
action offers a fun and
experiential way for consumers
to get involved and get
rewarded in return.

3. The branded theme will be to engage with customers in a unique
way through their smart phones. The audience from analysis
determines an age sementation
between 25-34 of whom 770,000
use smartphones to purchase and
search online.
The Theme
Competing to Engage
The campaign will encourage customers
to join in on a ‘treasure hunt’ type
experience by finding hidden QR Codes in
all branches Nationwide. By scanning the
codes they can win spot prizes or
discounts on instore products.
They will be encouraged to go further by
entering into the draw for 1 of the 12
special holidays on offer.

4. The Objective
The objective will be the retention of existing customer base and
acquisition of new potential customers, showcasing the new brand
strategy by reinvigorating the brand in a direct manner and lastly
to align the franchise partners with a collabrative approach built
on community and innovation.

5. The Strategy
This December DocMorris will release a new campaign for all stakeholders (consumers
and partners) in the retail market place. It will encourage localised businesses to look at
the brand as an oportunistic way forward for their own startegy.
1. Customers will be aligned to
advertisements/radio/print to engage
with the campaign. The concept is to
discover QR scans in stores and online
to discover spot prizes.
2. Customers will also receive
communication about 12 special codes
that if found will then be entered into
a national draw for 12 exclusive
holidays, possibly health related, Yoga.

6. The Concept
Once consumers hear and read about the new campaign the
following steps will occcur for the experience to be complete.
Users will search their local
outlet for QR codes placed
around store, each code
when scanned will display
a product with either a
discount or free CTO with
image of the product.
When product is
displayed, the user shows
to store rep to recieve
reward for clairification.
The rep then exlains about
the campaign and pushes
user to enter the
competition.
After clicking to enter
competition the user will
simply fill in three details
and will be entered into
the draw. User will be told
which day they have been
selected for.

7. The Budget
The marketing budget will be spent using the following:
Radio adverts on Today FM guiding people to the new DocMorris portal campaign.
A Metro Herald Ad for the week leading up to campaign.
A PPC Google campaign targeting localised areas around nearest store.
Create a Facebook Ad to targeted audiences and demographics.
A POS instore and within footfall areas leading up to store.
 Interior design amendments, using colour Pantone TPX.
Outdoor advert on bus shelters around strategic areas.
Web presence on corporate brand site.
Development of QR Media on smart phones.

8. External Analysis
According to a recent 2013 survey by the
IPU, 54% of pharmacies are less optimistic about
business prospects.
Number of pharmacies expecting fall in sales
increases from 46% to 58% in past three months.
Since Tesco have entered into the pharmacy
market the stakes are now higher with prices and
stock being the main difficulties.
This will encourage operators to differentiate
to gain more brand awareness and better
sales avenues.
No other pharmacy chain has used an
integrated strategy like this, it is
modern, instant and ties web and real-time
analytics together than simple discounts with
no consumption.

9. Internal Analysis
Each member of Marketing dept. will have a strategic input to the
success of campaign with regards to:
Social media content and content data
consumption.
Buying advertisement space and radio slots.
Working with our strategic agency partners.
Monitoring CRM current database.
Consistency with theme in retail outlets and
analysing data customer communications.
Bi-weekly meeting on progress of campaign
build up.

10. A new portal site will be created www.12daysdm.ie. This site will link with
existing loyalty scheme to convey the traction on existing or new customers.
The existing corporate website home page will need to
change to highlight the new campaign.
By creating the new portal, products on offer for
Campaign will be shown as free or as discounts.
Further Discussion

11.  Profile the brand as a market leader in their field.
 Increase sales by 15% throughout the tournament.
 Grow the Facebook fanbase from 7,590 to 10,000.
 Take 30% of brand aquisation from rival Boots.
 Gain more franchise partners and retain existing.
Aimed Results & Analysis

12. Thank You