Nasivion - Day & Night Relief L A U N C H S T R A T E G Y ...
? The OTC market comprises of 2.2% of ...
Pilot launch Nasivion in the Southern region Create a differentiated ...
? No direct interaction with consumers ...
Direct ? and Night Cold and ...
Brand positioning strategy 1. Target audience definition ...
Segment Behaviour towards cold & cough treatment ...
Target Audience profiling Demographics Psychographics ...
Consumer Insight ? A good ni...
Rational benefits ? ...
Brand PersonalityThe Strategy ? the kind of friend who is there to pull ...
Brand Positioning True ...
Channels of promotion Distributor/ Posters, pen stand, stockist boy T-shir...
Nasivion Communication Strategy Mind ...
Rational benefit Emotional benefit Keeps symptoms of cold away ...
USP Benefit driven positioning with celebrity ...
Rational benefit Keeps symptoms of cold away during ...
Enables buying pattern change. ...
The Celebrity Endorsement advantage Establishment of Credibility ...
The Celebrities who can do the trick for us The ones that will appeal to The youn...
Creative Execution Mind ...
Assistant Director ...
Fairy (ce...
Pyjamas (non...
Creative Execution Mind ...
Cliche (ce...
Creative Execution BTL Point of purchase ...
In-store posters BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
Standees BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
Innovative Day night clocks (to be kept outside the shops) BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 ...
Hanging dispensers BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
Table top dispensers BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
Product dispensers BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
Innovative pharmacy rack tablet containers with Nasivion Day & N...
BRANDING THE BROWN PAPER TABLET PACKETS AT PHARMACIES BTLhttp...
Nasivion Branded Pen Stand BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 w...
Creative ExecutionPromos Environment ...
Day & Night men Every pharmacy can have a small kiosks manned by 2 guys inPromos ...
Drowsy pharmacists We can have pharmacy men falling asleep while talking to Vira...
of 40

Nasivion Day and Night - Launch Strategy

Published on: Mar 3, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - Nasivion Day and Night - Launch Strategy

  • 1. Nasivion - Day & Night Relief L A U N C H S T R A T E G Y Presented byhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 2. ? The OTC market comprises of 2.2% of the IPM ? muscle pain, cut & Cold & cough, burns, skin problems are common OTC product categoriesBackground ? Merck is planning to launch an OTC drug for cold and flu- Nasivion ? Tablets - 2 different tablets Day & Night for different times ? A comprehensive cold solution – for all cold symptomshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 3. Pilot launch Nasivion in the Southern region Create a differentiated image of Nasivion in an already cluttered cold and cough market Objective –Through the unique day and night formula Establish the new Day & Night formula in the customers mindshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 4. ? No direct interaction with consumers with samples etc and limited to pharmacy/shop level ? of Home remedies to OTC Preference (especially rural) generation hand me down recipes or dadi –ma recipesChallenges ? Doctor community as Alienates the they always prefer the prescribed route ? Brand positioning must be consistent – Brands such as Coldarin have failed miserably due to not only a lack of consistency in spends & positioninghttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 5. Direct ? and Night Cold and Honitus Day flu relief (direct competitor) ? N Flu Crocin ColdThe Battle field Indirect ? (with non-drowsy Dcold Total formula) Vicks Action 500 ? https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 6. Brand positioning strategy 1. Target audience definition Target profiling 2. Market Definition 3. Customer Insight 4. Brand PropositionThe Strategy Rational benefits Emotional benefits Social benefits 5. Brand Personality 6. Brand Positioning Statement 7. Creative Platformhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 7. Segment Behaviour towards cold & cough treatment Doctors on-call High Income High propensity Nasivion to self-medicate – Potential Neighbourhood chemist plays Consumer Middle Income an important role Neighbourhood GP/Dispensary Low Income Low medical accesshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 8. Target Audience profiling Demographics Psychographics Age 30-45, SEC A, B Aspires for good things in life Female & Male The target Married Watches TV Reads dailies Has a family Leads active life Working class Income ~ Rs.17,000 per monthhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 9. Consumer Insight ? A good night’s sleep is very important to gear up for the next dayThe Strategy ?multi-task as a spouse, working I need to person, parent ? to catch a cold as my life gets I don’t want disrupted, I am irritable and inefficienthttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 10. Rational benefits ? Keeps symptoms of cold away during the day ? Sleep interruption is lessened due to sleep inducing content of the product Emotional benefitsThe Strategy ? and productive during the day in Feel active spite of a cold ? Sleep peacefully at night to get up fresh and active Social benefits ? An effective worker, spouse and parent in spite of a cold. Therefore appreciated by all.https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 11. Brand PersonalityThe Strategy ? the kind of friend who is there to pull Nasivion is you out of a state of feeling unwell ? and springs you back to normal routine Energizeshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 12. Brand Positioning True Believable due to drug composition Simple Easy to understand by the TG Work during days, sleep well at nightThe Strategy Relevant TG needs to keep active as he/she multitasks throughout the day Differentiated Differentiated day & night formulationshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 13. Channels of promotion Distributor/ Posters, pen stand, stockist boy T-shirts, Stockist bicycle branding, bike branding Order books, medicine storage box, Chemist poster, dangler, dispensers, pen standThe Strategy Consumer ATL: Print, TVC /Patient Visual aid, prescription pad, samples, Doctor gimmick table top with clockhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 14. Nasivion Communication Strategy Mind Attract TVCThe Strategy Environment Engage BTL Promos, Virals Point of purchase Connect Owning PHARMACIES/OTC countershttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 15. Rational benefit Emotional benefit Keeps symptoms of cold away ? ? and productive Feel active during the day during the day in spite of a cold Sleep interruption is lessened ? ? Sleep peacefully at night to get due to sleep inducing content of up fresh and active the product Insight Day & Night reliefThe Strategy Positioning Route 1 USP Benefit driven positioning with celebrity brand endorsement. 24 hour relief from cold and flu AM PM relief from cold and flu Sleep well to get well soon Stress free nights for brighter dayshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 16. USP Benefit driven positioning with celebrity brand endorsementThe Strategy Simple & Direct Highly campaignablehttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 17. Rational benefit Keeps symptoms of cold away during ? the day Sleep interruption is lessened due to ? sleep inducing content of the product Positioning Route 2The Startegy Strategy Change the way you tackle cold A new formula to combat cold Insight Why buy specific day & night tablets when there are other tablets for cold?https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 18. Enables buying pattern change. Positioning Route 2 Change the way Helps the product stayThe Strategy you tackle cold away from the usual cold & flu clutter. A new formula to combat cold. Opens up consumers mind to this new Day & Night concepthttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 19. The Celebrity Endorsement advantage Establishment of Credibility Ensured AttentionEndorsement PR coverage Higher degree of recall Psychographic Connect: Demographic Connect Mass Appeal https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 20. The Celebrities who can do the trick for us The ones that will appeal to The young and famous ones: housewives/working women and multi-tasking women: Anushka shetty Celebs Suhasini Maniratnam Kajal Agarwal Ramya Krishnan Hansika Motwani Simran Tamanna Asinhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 21. Creative Execution Mind Attract TVCThe Strategy Positioning Route 1 - Benefit driven 24 hour relief from cold and flu AM PM relief from cold and flu Sleep well to get well soon Stress free nights for brighter dayshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 22. Assistant Director (celeb route) The scene starts off with Anushka having a serious talk with the hero of the movie. The discussion gets really intense. With tears in her eyes, she asks the hero whether he loves her TVC1 The hero is just about to answer her, when the duo is interrupted by a very loud sneeze. (Zoom out and only then do we see that its actually a shoot in progress) The whole crew looks around to find the source of all the commotion This is when we see a drowsy and puffy-eyed assistant director Assistant Director: Got this terrible cold. Not able to sleep at night. Anushka: Dont worry; try the new Nasivion Day and Night, for effective relief from cold that keeps your nights peaceful and days active. Super: Nasivion - Day and Night 24 hr relief from cold and flu.https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 23. Fairy (celeb route) The scene starts off with Anushka Shetty heading home after shoot She gets home, begins to relax when she is startled by the sound of her son sneezing as TVC2 he is struggling to get some sleep She just goes over to his bed, and points a fairy like wand in his direction, and the next second hes sleeping like a baby Cut to shot of drowsy looking husband leaving for office. She hands him his laptop bag. Takes out a wand from her bag and points in his direction, and the next second hes fresh and active. As he leaves the scene she looks at the camera & then does the swish again and product pack shot appears. Super: Just Shoo (or) Shoo the Flu. Nasivion - AM PM relief from cold and flu (with graphic of how nasivion works playing)https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 24. Pyjamas (non-celeb route) Ad opens with a shot of guy tossing on bed, sneezing, finding it hard to sleep. TVC3 Cut to morning. Tight close up Shots of a guy tying shoe lace, tightening tie, picking up laptop bag, starting bike. Shots of security saluting with “whats-wrong-with-him” look, colleagues looking at him and laughing… woman looking at him and calling another woman… Cut to full length shot of this guy wearing his night dress and walking into office. VO : It happens when you have cold… Introducing Nasivion Day & Night. Cut to a graphic explanation on how it works with voice over “Night tablet helps you sleep peacefully, Day tablets keep you active during the day Nasivion - Day & Night 24hr relief.https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 25. Creative Execution Mind Attract TVC TVC Positioning Route 2 Change the way you tackle cold A new formula to combat coldhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 26. Cliche (celeb route) Ad opens with a clichéd scene of hero lying on ground totally beaten up and his family TVC1 (mom and girl friend) tied up to a pillar… Villain then repeatedly slaps the heroine and laughs thunderously…. The villain then goes to heros mom and slaps her. Mom then starts lets out a loud cry and calls heros name … on hearing his mothers call hero gets up and bashes up all the baddies. As he tries to shoot the villain he sneezes…At this point our celeb enters the frame (the action continues in the background) and says there are few formulas you can never change. But when it comes to tackling cold… there is a new formula you can rely on. Nasivion Day and night tablets… Day tablets keep you active during the day and Night tablet helps you sleep peacefully at night (with graphic of how nasivion works playing)https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 27. Creative Execution BTL Point of purchase Connect Owning PHARMACIES/OTChttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 28. In-store posters BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 29. BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 30. Standees BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 31. Innovative Day night clocks (to be kept outside the shops) BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 32. Hanging dispensers BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 33. Table top dispensers BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 34. Product dispensers BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 35. Innovative pharmacy rack tablet containers with Nasivion Day & Night branding BTL LABLE spacehttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 36. BRANDING THE BROWN PAPER TABLET PACKETS AT PHARMACIES BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 37. Nasivion Branded Pen Stand BTLhttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 38. Creative ExecutionPromos Environment Engage BTL Promoshttps://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 39. Day & Night men Every pharmacy can have a small kiosks manned by 2 guys inPromos skin tight outfits. One sporting a night look and another one a day look. These guys can distribute free samples and leaflets with doctors testimonials, how it works etc... to create awareness. We can have a guys sporting half pyjama and half corporate attire sneezing and coughing with tissues in hand carrying a Nasivion Day & Night standee.https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in
  • 40. Drowsy pharmacists We can have pharmacy men falling asleep while talking to Viral customers, pharmacist falling asleep after collecting cash a la just for laughs. We can have people sleeping in shops without attending to the customers etc. and when the customer loses cool they can deliver the nasivion pamphlet. This could be filmed and posted across various social networking and video sharing sites.https://www.facebook.com/pages/WPC-India/158478267513713 www.wpcindia.in

Related Documents