PANADOL

BRAND PLANEXECUTIVE SUMMARYGlaxoSmithKline Pakistan is one of the

leading pharmaceutical companies in Pakistan and the it's the world's second largest company with high ranking stands for Employee Cares.

Brand plan includes Situation Analysis,Objectives,Strategy ,Positioning,Marketing programs,Financials,Contigency plans.

Situation Analysis

■MACROENVIRONMENTPEST AnalysisPolitical: Political environment of Pakistan always

in a crisis situation for last 2-3 years that is a threat for growing businesses,

Economic analysis: The national economy has not been strong and gaining momentum for last 2 years.National unemployment rate has been.

Situation Analysis

In Medical field there is big competition b/c of local pharma.Pakistan have more than 600 pharma companies facing great competition.

Socio-Cultural Environment: People awareness about health increases in last few years,people want to be healthy and looks fresh.People use pain killers that give safe and rapid relief.

SWOT ANALYSIS Strength:

Panadol availalable in five variants

▪Panadol CF,Panadol Extra,

Plan tablet,Liquid and Drops ▪Panadol is Non Norcotic Analgesic

Weaknesses:

Huge capital investment will be required for aggressive promotion.

Oppurtinities:

Large patient segment Mild/Moderate and severe.

Threats:

Political instability of country and crisis can affect smooth running business

Pakistan economic condition

Competitors offensive strategy can give us tough time.

Situation Analysis

Market Analysis:Market Oppurtunities:Panadol is 850million brand.Total market is of 3.8bn.Market Definition:The Potential market involves “all patients

suffering from pain and fever.”

Situation AnalysisMarket Size &Segmentation: Total market in Paracetamol category is of 3.8bn

Target Market: “All patients suffering from Pain and Fever.”Competitor Analysis:

i) Drops/Liquids Category: Brufen,Disprol

ii) Panadol Extra Category:

Ponstan,Brufen,Disprol

Situation Analysis

■ INTERNAL ANALYSISResourcing:Attractive literature prepare showing

differantiative product characteristics.Messages of product usage in form

of testimonials.Distributing folders.

OBJECTIVES

Market Share:Current market share is 8%.Our target is to

get market share upto 10%.Sales:Our sales target is 10% incrase in sales from

last year.Rank: Our objective is to exist Panadol at

no.1 rank brand.

STRATEGY

PLC Management:We will launch line extensions of

Panadol 100mg,200mg,250mg.

STRATEGY

Product Improvement:Owing to visual similarities of competing

product Panadol believe in clear differentiation and lookalikes.

Launch Gentle to Stomach safety profile of Panadol.

STRATEGY

Sales Force Resourcing:40 raps to cover big cities like KarachiWe see the products cover/rap.Optimum two

products one Panadol and other to effectively concertrate on Panadol.

Give testimonials which have clear and understandable messages.

STRATEGY

Public Awareness Campaigns:Doctors awareness by raps using effective

testimonials and differentiative messages.Free sampling.Public awareness for effective and safe pain

killers.Make contracts with govt health sector in

different programs.

STRATEGYPatient teaching• Advise patient, parents, or other caregivers to

contact prescriber if fever or other symptoms persist despite taking recommended amount of drug.

STRATEGY

• Inform patients with chronic alcoholism that drug may increase risk of severe liver damage.• As appropriate, review all other significant and life-threatening adverse reactions and interactions, especially those related to the drugs, tests, and behaviors.

STRATEGY

ROUTE Onset Peak Duration

P.O 0.5-1 hr 10-60 min 3-8 hr (dose dependent)

P.R 0.5-1 hr 10-60 min 3-8 hr (dose dependent)

STRATEGY

Distributors:More sales commission will be given Retailors:As a motivational factor we will nominate

best retailor of the year and give bonuses.

POSITIONING

WHO: Panadol Extra for Pain and Fever

patients.Panadol CF for Cold and Flu.WHY:Panadol is the best Mild and Moderate

Pain and Fever brand .Panadol is stomach friendly.

POSITIONING

Panadol have attractive packaging and differentiative effects

People want rapid and safe reaction.

PROMOTION

Panadol is Non technical productMOH approve to promote panadol through

Lady Health workers, RMOs,Vaccinators, physicians.

MARKETING PROGRAMS

Patient awareness created to target Mild/Moderate pain and fever patients.

Different seminars and conferences organized on board of Panadol.

We will make sponsorships on International platforms /Seminars.

A total cost of 1 million should allocate for marketing programs for 1st year.

FINANCIAL SUMMARY

P&L:Profit before tax—about3bnProfit after tax -----about 2.7bnNet Sales-------------7.1%from last yearA&P Expenses:Our target is to keep A&P expenses 10%

of Annual sales.

New Product Launch Plan

Awareness campaigns start to aware Doctors,Chemist,Distributors about new product features and comparative advantages.

A new sessions countrywide for fieldforce trainings about panadol marketing and effective messages to doctors.

Seminars and meetings organized .