Marketing Strategy Panadol

Did you know? ? Some people feel more pain than opposites. The reason is probably perception. The head teacher 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 ? draw a bead on market ? Current Marketing Strategies ? 4 Ps ? Analysis ? Options ? Conclusions ? Next Step 4 Objectives ? Analyse the current marketing strategies of acetaminophen ? Recommend new strategies for acetaminophen 5 6 acetaminophens History 1956 Launched Australian market as a prescription edicine 1970 1980 acetaminophen is marketed for acetaminophen is introductory time in the introduced to consumers just Supermarkets. in Pharmacies 1998 2007 New packaging acetaminophen rapid was introduced was launched 7 Panadol ? It is the roughly widely available pain respite in the world, and draw in many. ? It competes in the analgesic market, with generics products and registered brands. ? 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 reliever in Australia. ? Panadol is a paracetamol, analgesic , effective temporary relief of any kind of pain. = ? It has lead the innovation in pain relief, introducing different forms and presentations pads, caplets, capsules, suppositories, among others. ? Also Panadol has included line extensions in different markets Cold & Flu, Osteo and Childrens market. 12 Packaging ? 2 blister package ? Safety seal governance ? Friendly design and homogeneous. ? Relevant information for the patient. Introduced the last 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 100 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 Independent Retailers ? Intensive Distribution Pharmacies are the main distribution channelise 15 Position on shelf P. Rapid Panadol Children Panadol delineate 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 Analgesic shelf. It is located in lines 1,2 and 3. 16 publicise ? Glaxo is No. 1 in the cash in ones chips 10 of advertisers pharmaceuticals companies in Australia ? Glaxo invested $25. 8 one thousand thousand during 20 08, with 15 million supporting Panadol, across all media. ? Glaxo uses all means of communication to marketPanadol, emphasising the key factors of step on it and effectiveness, including its suitability for all ages 17 TV ? Panadols target market trades a considerable portion 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 lifestyle magazines most read in Australia. ? Magazines are healthy strategy for targets that share the ame interest. ? They are also a mature alternative for reaching specialized targets such as physicians and pediatricians. 19 Outdoor ? Panadol is using in effect this media, reaching a large percentage of the population with a low cost per exposure ratio. ? Panadol is using this media in different forms such as Buses, Metrolites and Buses stops. 20 Internet ? The Panadol brand does not have 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 be N. 1 in analgesic market during 2007, but was ranked N. 2 in 2008, proceeded by Neurofen, which is development 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 implemented good marketing strategies, achievieng good Top of Mind and maintining sales level. ? It should implement Alternatives and original strategies, in order to recover its leadership. 24 25 First Aid Kit It is indispensable at home Increase brand presence strategical Alliance with othe r products or companies Any kind of promotional material. E. g. Frigde frames 26 Internet It is the media, which is going to run across the most growth (10,4%) in coming years It is the second most important 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 natural selection 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 future Panadol potful contribute with 2 main things Including a recycable logo in the package Eliminating the plastic protection cover 29 Two more options ? Multi-branding strategy Take advantage of the high brand investment have an identity for Panadol Brand such as Trusfully Panadol or Gentle with your stomach ? rise consumer awarness throughout pharmacies Main distribution channel (69% of sales) Implement a strong promotional campaign ask 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, however is losing market share ? It is recommendable to implement alternatives strategies, as the ones suggested in this presentation. 31 Next Step.. ? Check which of the 5 strategies are chosen to be implemented. (Next meeting, 30/09/09) ? Check with financial division 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 Entrepreneur Apple co-Founder, b. 1955) 33