NAPIFIT

Red Box makes you love more By: Abdelrhman Attia Tantawy, 2009
MARKET SITUATION
Where We are ??!!
 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
 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.
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)
Communication Phases

PR
Branding
Xtra phase
Communication Phase
Phase
Communication Message

Red pack makes you love better.

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
TV AD
-TV Creative idea generation.
TV Creative idea

Version 1
RADIO ADS
- Creative idea Generation
Creative IDEA generation
PRESS CAMPAIGN
Launching notification.
Magazine Ad “Demo”

Press campaign
focused into medical
magazines
“launching
campaign” in
attractive
informative message. Seha magazine

PharmaToday
magazine
ONLINE
Word of mouth
 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
PHARMACY MATERIALS
Final decision place.
 Flyers.
Stand
Dangler
Giveaways
Stickers.
Flyers “Demo”

Only 21x 10 size

flyer required for
this campaign.

Flyer design the

unique red color
and in love
theme.
Stand “Demo”

Metallic color
stand with our
special color
theme.

One peace stand

can be use
“minimize cost of
production”
Dangler “Demo”
Stickers “Demo”

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

 Note book.
 Pens.
 2010 Calendars.
 STANDS
DOCTORS
One of the decision maker in drug market.
 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.
DISTRIBUTORS
Fast way to reach the pharmacies.
 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
OTHER CHANNELS
Barbers – café
Barbers

Effective male
decision making
location.

Take extra share of

voice between male
market in attractive
and funny way
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.
 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.
 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%

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