Marketing Strategy Panadol

Did you know? ? Some people expression more pain than others. The reason is probably perception. The brain works by association. ? Ibuprofen is analgesic and anti-inflammatory but Paracetamol is just analgesic. ? The dol in acetaminophen is derived from the Latin word dolor, meaning pain 3 Content ? Objectives ? acetaminophen Background ? objective lens marketplace ? Current trade Strategies ? 4 Ps ? Analysis ? Options ? Conclusions ? succeeding(prenominal) Step 4 Objectives ? Analyse the current food marketing strategies of acetaminophen ? Recommend new strategies for acetaminophen 5 6 acetaminophens History 1956 Launched Australian market as a prescription edicine 1970 1980 Panadol is marketed for Panadol is first beat in the introduced to consumers just Supermarkets. in Pharmacies 1998 2007 New packaging Panadol speedy was introduced was launched 7 Panadol ? It is the most widely available pain patronage in the world, and leader in many. ? It competes in the analgesic mark et, with generics products and registered blades. ? All Australian Panadol products are manufactured in Sydney. 8 9 Target Market ? Panadol has segmented the market into adults and children? s presentations. ? Panadol Childrens Parents ? Panadol Tab/ Caps Australians 18+. Panadol Rapid Younger female. 10 11 Panadol ? It is the most trusted brand of pain fire fighter in Australia. ? Panadol is a paracetamol, analgesic , effective temporary embossment of any benignant of pain. = ? It has led the innovation in pain relief, introducing antithetical forms and presentations tablets, caplets, capsules, suppositories, among others. ? Also Panadol has overwhelmd line extensions in different markets parky & Flu, Osteo and Childrens market. 12 Packaging ? 2 blister package ? rubber eraser seal system ? Friendly design and homogeneous. ? Relevant nurture for the patient. Introduced the break market leading innovation in design. Panadol Rapid 13 Price Product Price in Price per Price in Pharmacies tablet S/markets Price per tablet Panadol Tablets 24 2,99 0,12 2,99 0,12 Herron Capsules 24 2,99 0,12 2,56 0,11 Herron Bottle Tab 60 4,69 0,08 Panadol Tablets 50 5,69 0,11 Panadol Tablets coulomb 8,99 0,09 ? Psychological Pricing tactic. ? Cheaper prices per larger quantities. 14 Distribution 2007 69% 22% 7% 1% 2006 69% 22% 7% 1% 0% 20% 40% Pharmacies / drugstores Convenience Stores 60% 80% 100% Supermarkets / hypermarkets self-reliant Retailers ? Intensive Distribution Pharmacies are the main dissemination channel 15 Position on shelf P. Rapid Panadol Children Panadol bloodline 1 Panadol Panadol Back & Pain Line 2 Panadol Line 3 Nurofen Line 4 Nurofen Line 5 Paracetamol Coles Ibuprofen Coles Herron other products Advil Line 6 Line 7 Line 8 Line 9 ? Panadol has 43% of the pain pill shelf. It is located in lines 1,2 and 3. 16 Advertising ? Glaxo is No. 1 in the filch 10 of advertisers pharmaceuticals companies in Australia ? Glaxo invested $25. 8 cardinal durin g 2008, with 15 million supporting Panadol, across all media. ? Glaxo uses all fashion of communication to marketPanadol, emphasising the key factors of speed and effectiveness, including its suitability for all ages 17 TV ? Panadols target market covers a big pct of the Population, with TV being ideal to reach a wide geographic coverage. ? Panadol has been on TV all year, it is the biggest portion in its budget. ? Panadol commercials try to make an emotional link with the consumer and uses positives reinforcement. 18 Magazines ? This year Panadol has advertised in publications such as Cosmopolitan and NW, the 2 life style magazines most read in Australia. ? Magazines are good strategy for targets that share the ame interest. ? They are also a good alternative for reaching specialized targets such as physicians and pediatricians. 19 Outdoor ? Panadol is using effectively this media, reaching a large percentage of the population with a deplorable cost per exposure ratio. ? Pa nadol is using this media in different forms such as Buses, Metrolites and Buses stops. 20 Internet ? The Panadol brand does not surrender a website on the Internet. ? In these sites there isnt any information related to the other ranges of Panadol, or links to other Panadol sites. 21 22 Analysis Panadol is in the top 10 of the Australian most trusted brands in 2009 It has a long-standing reputation of quality and realibity. Panadol was stratified N. 1 in analgesic market during 2007, but was ranked N. 2 in 2008, proceeded by Neurofen, which is growing faster Analgesic Market Sales Var 0% Var 5% Sales +(000. 000) 60 40 20 Glaxo S. Reckitt B. 2006 2007 Which are the others 23 Analysis ? Panadol has employ good marketing strategies, achievieng good Top of Mind and maintining sales level. ? It should follow through Alternatives and original strategies, in order to recover its leadership. 24 25 frontmost Aid Kit It is indispensable at home Increase brand presence Strategic Alliance with other products or companies Any kind of promotional material. E. g. Frigde frames 26 Internet It is the media, which is going to experience the most gain (10,4%) in coming years It is the second most strategic media in Australian population. Time spent with media Average Hours per week 60 50 3 2 3 11 12 14 17 13 12 18 20 21 18-24 25-34 35-49 40 30 20 10 0 TV Internet Radio Newspapers Magazines 27 It is my choice Implement a friendly and effective website Most important to interact with the customers. Special contest What have been the best choice in their lives? . 28Environmentally friendly People more concerned about the enviroment and problems in the prospective Panadol can contribute with 2 main things Including a recycable logo in the package Eliminating the plastic protection cover 29 dickens more options ? Multi-branding strategy Take advantage of the high brand coronation Create an identity for Panadol Brand such as Trusfully Panadol or Gentle with your stomach ? Raising consumer awarness throughout pharmacies Main distribution channel (69% of sales) Implement a strong promotional campaign drawing string pharmacists 30 Conclusions ? Panadol is an excellent brand, that still maintain a ood top of mind in the Australian consumers. ? The implemented strategies are being effective, except is losing market share ? It is recommendable to implement alternatives strategies, as the ones suggested in this presentation. 31 Next Step.. ? crisp which of the 5 strategies are chosen to be implemented. (Next meeting, 30/09/09) ? Check with financial department the cost of this strategies. ? Check the promotional budget for 2010, and include this value. 32 Innovation distinguishes between a leader and a follower. Steve Jobs quotes (American enterpriser Apple co-Founder, b. 1955) 33