The document outlines a communication strategy for a product called NAPIFIT. It begins by noting the market situation has many competitors and the target segment does not recognize many brand names. The strategy has two phases - a branding phase focused on brand awareness using catchy materials across TV, radio, press, online and other channels. The second phase will remind and inspire people to use the product. Key messages will be that the red pack "makes you love better." The budget allocates most funds to TV production and airing, with additional allocation to radio, online, press, pharmacy materials and other channels to maximize awareness of the new product.

1. NAPIFIT
Red Box makes you love more By: Abdelrhman Attia Tantawy, 2009

2. MARKET SITUATION
Where We are ??!!

3. BCG
Ansoff’s Grids
Current Products New Products
Market Growth Rate
Current
Markets Market Market Penetration Product Development
Strategy Strategy
New
Market Development Diversification
Strategy Strategy
Relative market share
Competitive Advantage
Product Life Cycle
Degree of differentiation
Maintain Outstanding
Specialty Success
Hope for market Maintain Cost
Growth advantage
Relative Cost

4. Objective:
 Form product life cycle we
placed in emerging phase.
1.Branding “brand awareness
2.Word of mouth
phase”
 Market Situation:
 Busy market.
 A lot of Competitors.
 Our target segment can't
recognize any product name.
3.Attractive message in
consumer peception.

5. Communication Strategy
Objective Brand awareness phase
2nd phase
1st phase
Brand awareness with catchy
Reminding and inspire to use.
materials
Challenge Very busy market and hard to use channels (a lot of regulation)

6. Communication Phases
PR
Branding
Xtra phase
Communication Phase
Phase

7. Communication Message
Red pack makes you love better.

8. IMC CHANNELS
Radio Press
TV
Campaign Campaign
 We need to maximize our
reach for maximum
awareness.
Target segment need special Doctors
 Distributors Pharmacy
treatment and special mails
channels.
 Easy, Simple and attractive
message and materials will be
a must. Others

9. TV AD
-TV Creative idea generation.

10. TV Creative idea
Version 1

12. RADIO ADS
- Creative idea Generation

13. Creative IDEA generation

14. PRESS CAMPAIGN
Launching notification.

15. Magazine Ad “Demo”
Press campaign
focused into medical
magazines
“launching
campaign” in
attractive
informative message. Seha magazine
PharmaToday
magazine

16. ONLINE
Word of mouth

17. Upload
TV ads versions
Word of
mouth
Radio Ads Versions
Built brand
Funny and
Face book sky bar ad creative Comments
awareness and
Online campaign recognition
Share
Face book Group

18. PHARMACY MATERIALS
Final decision place.

19. Flyers.
Stand
Dangler
Giveaways
Stickers.

20. Flyers “Demo”
Only 21x 10 size
flyer required for
this campaign.
Flyer design the
unique red color
and in love
theme.

21. Stand “Demo”
Metallic color
stand with our
special color
theme.
One peace stand
can be use
“minimize cost of
production”

22. Dangler “Demo”

23. Stickers “Demo”
Door stickers
should be used
to remind the
customers
about the
product and
Built the image
in people minds

24. Giveaways “Demo”
 Note book.
 Pens.
 2010 Calendars.
 STANDS

25. DOCTORS
One of the decision maker in drug market.

26. Doctors Visits
Special design flyer and brochures for doctors
and assistant in all categories important for
branding phase of the product. NB: Doctors visits & giveaways are important
to create loyalty toward NAPIFIT.
Giveaways should be branded and within the
same theme.

27. DISTRIBUTORS
Fast way to reach the pharmacies.

28. TeleSales
Telesales have the power to reach all Distributors giveaways includes:
pharmacies in only a few days by motivate •Mugs.
•Pens
them to inform pharmacists about NAPIFIT as •Calendars.
a new good quality product. •Notes.
•etc

29. OTHER CHANNELS
Barbers – café

30. Barbers
Effective male
decision making
location.
Take extra share of
voice between male
market in attractive
and funny way

31. Cafe
The cafes “MEN
CLUB” can targeted
by special giveaways
that stays in their
hands for very long
time.
1-Easy and cheap
item like cards are
very effective in this
case.
2- Branded TAWLA
also can be used in
this case.

32. Streets
Rent no. of taxi body
Taxi Ads
for ads
Bus, microbus and
taxi drivers are
important target
segment we must
consider.
Attractive color and
message sticker
Microbus stickers distributed between
drivers in main
stations.

33. Channel Budget % CPM Duration
TV Production 320,000 13% 50 M Year
Budget analysis TV airing 1,500,000 61% 50 M Year
Radio campaign 160,000 7% 30 M 2 month
Online 55,000 2% 7M 2 month
Press campaign 80,000 3% 2M one month
Pharmacy materials 150,000 6% 4 month
We plan to create Doctors mail 15,000 1%
word of mouth
between market Distributors 25,000 1%
segment by
Barbers 15,000 1%
appear in unusual
channels. Café 25,000 1%
Car Outdoors 100,000 4%
Car stickers 15,000 1%
total 2,460,000 100%

34. By: Abdulrhman Attia Tantawy
Arhman.Tantawy@gmail.com
002 010 74 20 147