This document proposes a communications strategy and campaign for a nutraceutical brand called JP Nutraceuticals. The strategy focuses on understanding consumers, developing a strong brand identity, increasing brand presence through packaging and promotions, and engaging in public relations efforts. Key elements include crafting a brand proposition focused on intelligence and lifestyle, designing a consistent brand identity, implementing consumer and corporate promotions, distributing product samples, and conducting a media relations campaign to educate audiences on JP Nutraceuticals' products and benefits. The goal is to positively position JP Nutraceuticals in the market and support the company's objectives through strategic, audience-focused communications.

1. Intellectual property
Please note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way.
Confidentiality
The contents of this proposal are strictly confidential between Brackets and the company to whom the proposal is addressed, and
may not be shared with any other party without Brackets permission.

2. [Every product has one great campaign in it]
Mike Wells
Only with openness, nosiness & excitement, is it possible to discover something new in a product or
a brand that nobody else has discovered yet. This is the material that great ideas are made of.

3. [Our understanding of the pharmaceutical industry]

4. [Our understanding of the Nutraceutical industry]
Traditional Nutraceutical Non-Traditional Nutraceutical
Modern Nutraceuticals are available as forms of food, or
Traditionally, nutraceuticals came in a medicinal format such
included in foods or as whole food itself such as probiotic
as a capsule, tablet or powder in a prescribed dose
drinks and yogurt
Nutraceuticals can be classified on the basis of the beneficial ingredient and/or therapeutic benefit claimed
Ingredients Therapeutic Use
• Phytochemicals, • Bone & joint health • Immune system
• Antioxidants, carotenoids plant extracts
• Probiotics and prebiotics • Cancer risk reduction • Maternal & infant health
• Dairy-based ingredients
• Proteins, peptides, amino acids • Cardio health & diabetes • Respiratory health
• Fibers and carbohydrates
• Soy-based ingredients • Cognitive &mental function • Skin health
• Minerals
• Nutritional lipids and oils • Vitamins & premixes • Energy & endurance • Weight management
• Eye health
Vitamins and Minerals Food Supplement

5. [Drivers & Challenges]
Challenges
Lack of standardisation
Drivers
Increasing shift towards preventive therapies High pricing
Increase in Healthcare Spending Lack of awareness
Ageing population
Marketing and distribution challenges
Growth in pharma retail chain
Favorable pricing environment

6. [Trends]
Fortified Foods
Alternative
Foreign Tie-Ups
Medicine
Trends

7. [Building a strong OTC brand]
Understand the consumer
Change your own team’s mindset
Stand out with stand for
Create a holistic brand experience

8. [UNDERSTAND THE CONSUMER]

9. Hello!
I am your customer.
Yes, a real person, a human being.
I have my needs and wants, to get through
the day, and to achieve what I must. But also
have my hopes, dreams and ambitions.
For too long you have treated me as a name
or number.
You group me into what you call a segment,
or sometimes just a mass market.
But I’m not prepare to tolerate that any
more.
I am me, don’t treat me like somebody else.
Customer Genius, Peter Fisk

10. [What doesn’t work with consumers]

11. [What doesn’t work with consumer]
Complexity of Ice cold Fear as
medical jargon functionality Motivation

12. [What works with consumers]

13. [Genuine Interaction]
Changing perspective, seeing the situation through consumers’ eyes
Working around consumers’ drivers of demand Talking to directly to consumers, in
an accessible language

14. [Take them on a journey]
In the context of their world
With personalized information
Complexity made simple

15. [Empathy]
Being reassuring and comforting
Good visualization and good messaging
Focusing on the end benefit and minimizing the problem

16. [CHANGE YOUR TEAM’S
MINDSET]

17. [Take the consumer on board]
Specialist Solution Consumer
Specialist

18. [Take the consumer on board]
Specialist Brand Consumer

19. [Sweet spot between functional and emotional]

20. [Assuring meaningful visible design]

21. [Assuring meaningful visibility]

22. [Building the brand on its final benefit]

23. [Considering 3D innovation]

24. [Shifting from information to inspiration]

25. [Sominex Case Study]
[STAND OUT WITH STAND FOR]

26. [From the consumer perspective]

27. [With a simple and bold idea…]

28. [.. authentic to the brand]

29. [Engaging personality]

30. [Brilliantly executed]

31. [CREATE A HOLISTIC BRAND
EXPERIENCE]

32. [We call it Brandworld]
Holistic experience is built beyond packaging, as the packaging can’t
cover everything.
It starts with the Brand Idea and takes the consumer on a consistent
journey, where everything builds on and leads to the final benefit.

33. DSM Nutritional Products USA, Europe, Asia

38. [Strategy, Samples & Budget]
[OUR APPROACH]

39. [Our approach]
A roadmap encompassing short,
medium and long-term goals
[Proposition]
What we are promising to the consumers
[Brand Identity & Presence]
Establish an identity that creates a long
term position within the category
[Public Relations]
Media Relations and updates on company
[Media Plan & Budget]
Communicate with them at times where we
can be a tool for intelligent living.

40. [Proposition]

41. Market Proposition:
The tool that helps intelligently navigate through your day.

42. Intelligence
“the aggregate or global capacity of the individual to act purposefully, to think rationally, and
to deal effectively with his environment."
-David Wechsler, Psychologist and creator of the Wechsler Adult Intelligence Scale (WAIS)
"...goal-directed adaptive behavior."
-Robert Sternberg, Psychologist and Dean of Arts and Sciences at Tufts University

43. Tools for Intelligence Living

44. Tools for Intelligence Living

45. [Brand identity & Presence]

49. [Packaging]
The packaging is relevant with the study conducted previously:
• Friendly
• Visible
• Informative
• Consistent

51. [Corporate Oriented Promotions]

61. [Consumer Oriented Promotions]

66. Product Leaflet

67. In-Store POS Materials

68. [Mall Stands]

69. [Distribution]
Jeddah
Red Sea Mall 3 days
Mall of Arabia 3 days
Riyadh
Al Mamlaka 3 days
Faisaliya 3 days
Riyadh Gallery 3 days
Hayat Mall 3 days
Dammam
Al Rashid Mall 3 days
Dhahran Mall 3 days

72. [Public Relations]

73. [Key Messages]
JP Nutraceuticals has a positive
impact on your lifestyle
JP Nutraceuticals
JP Nutraceuticals JP Nutraceuticals
provides customized
provides high quality can have a positive
nutraceuticals that improve
nutraceuticals in association impact on the overall
your overall health
with the best in the field health of the community
and lifestyle

74. [Strategic Approach]
Objectives Strategies
To support JP Nutraceuticals Run internal , media & stakeholder’s audits to benchmark the JP
communications department to build the Nutraceuticals’ current status
foundation and prepare annual strategy to According to audits results, benchmark and set clear run
support the JP Nutraceuticals’s objectives communications objectives
Draft/prepare background collateral
Inform & educate the target audience on Build JP Nutraceuticals’s Brand identity by focusing key messages
JP Nutraceuticals, background and to tailored target audiences
products Development of all media and stakeholder documents
Build a media relations campaign to increase the information
flow and interaction with the media
Develop a long-lasting and positive Demonstrate best practice and its implementation within the
perception (image) of JP Nutraceuticals , business to key target audience through high profile activities
its products across target audience Establish brand presence in the Saudi online community
Protect JP Nutraceuticals reputation and Develop an issues management approach
act proactively should any issue arises to Provide ongoing monitoring & evaluate the program to maintain
prevent any potential crisis effective communications
Develop internal brand advocates

75. [Communications Campaign Timeline]
Media
Relations - Proactive
Message Reputation
development protection
Preparation Results
Evaluate, review,
Audits to refine
benchmark
Internal
communications
programme Stakeholder, CSR,
governmental engagement
programme

76. [Media Plan & Budget]

77. TV Press
Wireless
Direct Mail Email Magazines
Advertising
Loyalty
Competitions
Schemes
In store Event Cause
Promotions
POS Sponsorship Related
Content SMS/Mobile Sponsorship/
Creation Partnership
Online Advertorials/ Public
Advertising Expert CONSUMER Vouchers
Transportation
Editorial On Pack
Viral / WOM Email
Consumer
Online Consumer Lifestyle
Trade
Content Entertainment
Shows Member
Interviews
Schemes
Websites Product Placement (TV)
Radio Posters
Outdoor Ambient
Key : Awareness Conversations Experiental Personal

78. Activity 1 2 3 4 5 6 7 8 9 10 11 12 Totals
Brand Identity: Logo and Packaging (3
a a a a a a a a a a a a
packs/month)
Cost 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 11,400 136,800.00
BTL Materials ( Leaflets/ Brochure) a a a a a a a a a a a a
Cost 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 300,000.00
Website Development / Online
a a a a a a a a a a a a
marketing
Cost 50,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 30,000 380,000.00
Magazine Ads ( Lifestyle/ Business
a a a a a a a a a a a a
magazine)
Cost 120,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 780,000.00
Public Relations (Press releases,
interviews, press kit, press a a a a a a a a a a a a
conference, features
Cost 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 480,000.00
Press Ads ( Corporate) a a a a a a a a a a a a
Cost 100,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 650,000.00
Point of Sale (Stands,Posters, Window
a a a a a a a a a a a a
stickers, danglers, shelf talkers
Cost 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 300,000.00
Mall Booths a
Cost 200,000 200,000.00
Mall Mupi (240 faces/2 weeks) a
Cost 200,000 200,000.00
Tactical Unipole (8 faces) a
Cost 180,000 180,000.00
Radio Sponsorship ( MBC FM, - 1
a
month)
Cost 140,000 140,000.00
Market Research
Cost -
Direct Marketing & Email Shots a a a a a a a a a a a a
Cost -
TVC 30"/60" & TV Bumper 10"
Cost -
Events/Sponsorship
Cost -
Totals 1,091,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 241,400 3,746,800.00
% of Quarterly Budget 69 15 15 33 33 33 33 33 33 33 33 33
1,574,200 724,200 724,200 724,200

79. Thank You