Kefentech is introducing a new transdermal pain relief patch for the Egyptian market. The document discusses Kefentech's objectives to become the market leader and increase brand awareness, especially among pharmacists and customers. It analyzes Kefentech's strengths, weaknesses, opportunities, and threats. The target audience includes pharmacists, doctors, the elderly, athletes, pregnant women, and fasting people. Kefentech will position itself as the long-lasting pain killer and market leader. Promotion strategies include radio advertisements, print media, and direct marketing. Five radio advertisement scripts are proposed focusing on different audiences and occasions like Ramadan.

1. ‫ألزقها و أرتاح‬
By: Abdelrhman Attia Tantawy, 2009

2. Overview
• KEFENTECH is a new product to
Egyptian market .
• Kefentech is a transdermal patch can
be used while fasting.
• Safety of Kefentech make it drug of
choice for pregnant , elderly,
asthmatic patient …. Etc
by:aa.tantawy

3. Objective
• Be Market leader for analgesic anti-
inflammatory plasters.
• Brand awareness between :
1. Pharmacists
2. Our costumers ..
• Educate the market about new product
features and indications .
• PUSH our product for trying .
by:aa.tantawy

4. TOWS analysis
S W
•Fast
•New product
•Long lasting
•Safe
•Open market •Focus our ad. before/in
O •No competition Ramadan. •Educts the market
•Ramadan •Make strong position .
•Appear of new
T competition soon. •positioning •Branding
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5. Target
– Pharmacist and doctors.
– Direct costumer
• Elderly
• Athletic
• Pregnant woman
• Fasting people .
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6. Positioning
– As the 1st “market leader” and the best.
– The long lasting pain killer.
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7. Promotion
• We’re going to use 3 ways ad. tools.
1. Audio media in FM radio
2. Press and in store printing.
3. Direct marketing .
• Don’t use sale promotion … will
decrease our product image …
by:aa.tantawy

8. AUDIO AD.

9. Idea generation
“Past it and relax”
Past it: to inform that relax: coming from
our product is a the 1st impetration to
transdermal patch the drug … also
not orally … reflect the fast onset
differentiation of action and long
between other duration.
heavy competitor …
by:aa.tantawy

10. Concept
• new product need too attractive ad. To start word of
mouth and audient catching words. So using funny ad.
• Adding our position :
• long duration of action.
• Powerful effect
• fast onset of action .
• Emergence indication that can help you any time any where .
• Safety for pregnant .
• Kefentech don't break your feast.
• End the ad. With formal slogan with formal voice to
inform the customer about indications of the product.
by:aa.tantawy

11. Radio ad. NO 1
Ramsees ….
by:aa.tantawy

12. Creative idea
• It will be conversation between two
persons in the street.
• Trusting the product efficacy .
• use historical character to add long
duration of action.
by:aa.tantawy

13. ‫‪Radio ad. Script‬‬
‫• ”صٛخ ضارع ٚ اضخص ٚ سٍاراخ ... تً تٍٍة ” .‬
‫عًٍ : أدّذ , ٘ٛي أرا عارٌف ٌٍح ذّثاي رِسٍس ٌسٗ ٚائف وذج ٚ‬ ‫•‬
‫ضٙر ِفرٚد ِٓ 000.001 سٕح ؟؟!!!؟؟‬
‫أدّذ: ٌٍٗ ٌا أتٛ عًٍ ؟!!‬ ‫•‬
‫عًٍ: عٍطاْ داطٍد ٌسلح وٍفٕره عًٍ ضٙرج ِٓ ساعد ِا ٚأف ٕ٘ا...‬ ‫•‬
‫أدّذ : ٌا سالَ .. ٘ٛا فً ِماسٛ ؟؟!!..‬ ‫•‬
‫• ‪ : Vo‬وٍفرٍه , أول ٌسلح أٌُ فً ِصر .‬
‫وٍفٕره , اٌسلٙا ٚ أرذاح‬
‫‪by:aa.tantawy‬‬

14. Radio ad. NO 2
S3edi 3la alsoor
by:aa.tantawy

15. Creative idea
• Using Egyptian persons from “als3eed”
makes good communication between
Egyptian market and our product ( ice-
break) .
• The idea is a conversation between a
bay and his father , the boy falls from
garden’s wall and start conversation in a
funny way
by:aa.tantawy

16. ‫‪Radio ad. Script‬‬
‫• ‪ :vo‬فً ٌَٛ ِٓ األٌاَ ِذّذٌٓ واْ تٍٍعة ٚ ٚلع عًٍ رجٍٗ ِٓ عًٍ اٌصٛر تراع‬
‫عستح أتٛج.‬
‫”صٛخ ٌٚذ تٍٍعة ... ٚ تعذٌٓ تٍمع ٚ صٛخ أٌُ ضذٌذ ” .‬
‫آٖ ٌا تاتا آٖ رجًٍ ٚاجعأً أٚي !!!!!!!! آٖ‬ ‫• ِذّذٌٓ :‬
‫أٔطف ٌاد . خذ أٌسق وٍفٕرٍه عًٍ رجٍه ٚ أٔد ذرذاح ؟!!‬ ‫• األب :‬
‫طٍة. ٖٚ ... دا اٌٛجع راح خاٌص ٌاتٛ .‬ ‫• ِذّذٌٓ :‬
‫• ‪ٌٍِٙٛ ِٓ ٚ : Vo‬ا , ِذّذٌٓ وً ٌَٛ تٍٕط ِٓ عًٍ اٌصٛر تراع عستد أتٛج‬
‫‪ : Vo‬وٍفرٍه , أقىة ٌسلح أٌُ فً ِصر .‬ ‫•‬
‫وٍفٕره , اٌسلٙا ٚ أرذاح .‬
‫‪by:aa.tantawy‬‬

17. Radio ad. NO 3
Alged alshoga3
by:aa.tantawy

18. Creative idea
• For elderly segment we use grand
father as a symbol.
• Boy and his grandfather .the boy see
our patch on his grand arm so ask
“what is that!!” … and ad. Begin.
by:aa.tantawy

19. ‫‪Radio ad. Script‬‬
‫• ”صٛخ ٌٚذ تٍٍعة ... ٚصٛخ عجٛز : عًٍ ٍِٙه عٍٍا ٌا ٌٚذ ” .‬
‫جذٚا جذٚا , ٘ٛا أٌح أًٌ أرا دطح عًٍ دراعه دٖ ٌا جذٚا ؟!!؟‬ ‫اٌٌٛذ :‬ ‫•‬
‫٘ا أًٌٚ ؟؟!!؟ .‬
‫ٌاٖ , ٌسلح وٍفٕرٍه دج لصح أدٌّح ، وٕد ِاضً فً اٌصذرٖ ٚ‬ ‫• اٌجذ :‬
‫طٍع عٍٍا 3 رجاٌح ِخٍفٍٓ . ٚأًٌٌٛ ٘اخ أًٌ ِعان ٚأال.......‬
‫ٚ عٍّد أٌح ٌا جذٚا ٘ا ؟؟؟!!؟؟؟!‬ ‫• اٌٌٛذ :‬
‫ضرترُٙ طثعا , تس أذخثط فً دراعً , فجأج جاًٌ ٚادذ أتٓ‬ ‫• اٌجذ :‬
‫دالي ٚ أدأً ٌسلح وٍفٕرٍه ٚ أًٌ ”أٌسلٙا ٚ أٔرا دررذاح“ ٚ ِٓ‬
‫ساعرٙاٚ أٔا داطرٙا ٚ دراعً ِٛجعٍٕص.‬
‫‪ : Vo‬وٍفرٍه , أقىا ٌسلح أٌُ فً ِصر .‬ ‫•‬
‫وٍفٕره , اٌسلٙا ٚ أرذاح .‬
‫‪by:aa.tantawy‬‬

20. Radio ad. NO 4
Pregnant woman
by:aa.tantawy

21. Concept
• using pregnant woman because they
need safe product for low-back-pain .
• Long duration of action also needed in
this case.
• Ad. Take place between group of ladies
and one complains from low-back-pain .
by:aa.tantawy

22. ‫‪Radio ad. Script‬‬
‫”صٛخ آالَ ٌذاًِ ” .‬ ‫•‬
‫أٌذمًٛٔ ٌا تٕاخ .. اٌذًّ ٚجعًٍ ظٙري أعًّ أٌح ٚ ِٛش عاٌسج أخذ‬ ‫اٌذاًِ :‬ ‫•‬
‫داجٗ خاٌفح عًٍ اٌذًّ ....؟؟؟؟؟؟؟!!!!!؟!؟!؟‬
‫تصً , جٍثً فٛطح ٚ دطً عٍٍٙا ضٌٛح فٍفً ِع ضٌٛح ضطح . ٚ ِعألذٍٓ وٍٛر‬ ‫ٌٍٍح:‬ ‫•‬
‫وثار ٚ ٔأئطح ٍِح ٔار ... رتع ساعح عًٍ إٌار ذٍذفا ٚ دطٍٗ عًٍ ضٙرٌه‬
‫ٚوً دج دٍرٚح.‬
‫صٛخ خافد : ”أٖ صخ , فىرج ترضح , ٘ٛا وطري .‬
‫أٌح ٌا ٌٍٍٍٙٗ دٖ . تٛصً عٍٍىً ٚ عًٍ األتر اٌصٍٍٕح .‬ ‫عفاف:‬ ‫•‬
‫أل ٌا سٙا أٔا عٕذي اٌذً ... عٍٍىً ٚ عًٍ ٌسلح وٍفٕره .. ِفٍص ِٕٙا خٛف ٚ‬ ‫سٛزاْ :‬ ‫•‬
‫ِضّٛٔح .‬
‫‪ : Vo‬وٍفرٍه , أئمن ٌسلح أٌُ فً ِصر .‬ ‫•‬
‫وٍفٕره , اٌسلٙا ٚأرذاح .‬
‫‪by:aa.tantawy‬‬

23. Radio ad. NO 5
RAMADAN
by:aa.tantawy

24. Creative idea
• Make a special ad. For Ramadan to inform
Egyptian market .
• Because it’s a new information to most of
customers so we going to use pure , clear ,
simple ad. Make serious as match as we can .
That will increase our credibility.
• Ad informed as a news or spot information.
by:aa.tantawy

25. ‫‪Radio ad. Script‬‬
‫• وً سٕح ٚأٔرُ طٍثٍٓ .‬
‫• أٔا د. خاٌذ ٚ عاٌس أئٛي عٍى داجح ِّٙٗ تّٕاسثح رِضاْ . ذأدر‬
‫ذسرخُ ٌسلاخ وٍفٕره ٚ ذرذاح ِٓ األٌُ درى فً رِضاْ . ٚ دٖ‬
‫عٍطاْ وٍفٕره ِثرٕمضطً اٌصٍاَ ٚ دج تسثة أٙا ترٛأف األٌُ‬
‫عٓ طرٌك اٌجٍذ تس.‬
‫• ‪ : Vo‬وٍفرٍه , بتتمنالك صىما هنيُ و أفطار شهيُ.‬
‫ا‬ ‫ا‬
‫وٍفٕره , اٌسلٙا ٚ أرذاح .‬
‫‪by:aa.tantawy‬‬

26. PRESS

27. Flyers & drop cards
• Flays in Egyptian Arabic language placed in all
distribution channels.
• Content : clear and simple indications and
advantages.
• Due to the new dosage form of pain killer , so use
design looks like the patch itself from the back…
and the info written in the front .
• The Stand appear like human back with a patch
(also the place of flyers)
by:aa.tantawy

28. PHARMACY STAND
PS
ATt
i a
d
n RA
EX
L
Y
O
U
R
L
F
I
E
KEFENTECH30mg PLASTER
Ketoprofen
by:aa.tantawy

29. Flyer ( front )
KEFENTECH
Ketoprofen 30mg
PLASTER
Ankle Hand Back pregn
nee elderly
pain pain pain ancy
by:aa.tantawy

30. Flyer ( back)
PAST it
and RELAX
KEFENTECH PLASTER
Ketoprofen 30mg
by:aa.tantawy

31. Arhman.Tantawy@gmail.com
002 010 74 20 147
BY.ABDULRHMAN ATTIA TANTAWY