Dow Institute of Health ManagementMBA – Fall 2014

2nd Semester’s Course Presentation

PRINCIPLES OF MARKETINGPRINCIPLES OF MARKETINGGroup Members

Adil AzizHira Shahid Kazim

Saeedullah UthmaniDr. Shahnawaz Shah

Dated

June 2, 2015Presented to

Sir Akhter Mahmood

This presentation discusses following features about

PANADOLPANADOL1. Overall market size

2. Current Market Shares

3. Positioning

a) Competitive Analysis

b) Target Market (Demo, Psycho, Attitudinal, Volumetric)

c) Promises

d) Persona

e) USP

f) Positioning Statement

4. Four Ps

5. Product Life Cycle

6. ATL, BTL, Publicity, Sales Promotion

7. Neuromarketing Application

بھروسہ بھروسہ میرا میرا

Facts about Panadol The ‘dol’ in Panadol is

derived from the Latin word ‘dolor’, meaning pain.

Panadol is the most widely available pain reliever in the world, it is marketed in over 80 countries and is the market leader in many.

Panadol was first launched in 1956, and was initially only available on prescription.

In Pakistan , Panadol was rated the first most trustworthy brand

1. Overall Market SizePanadol is 850 million brand.

Total market is of 3.8bn.

Panadol has been the market leading over-the-counter

analgesic in Pakistan for 20 years.

Four out of ten analgesic users purchasing Panadol.

Market Definition:The Potential market involves “all patients suffering from pain and

fever.”

2. Current Market Shares

Panadol makes up 42% of all over the counter (OTC)

analgesic sales.

Based on sales turnover, ranks Panadol as the

number 71 grocery brand in supermarkets, achieving

a 54% value share of the grocery analgesic market.

Children’s Panadol, with an 82% value share, is the

clear market leader within the Children’s pain reliever

segment.

3. Positioning In the late 1800s, search for less expensive synthetic substitute products for fever relief.

These searches led to discoveries including aminophenol derivatives , one of which was N-acetyl-P-aminophenol (now called paracetamol), the active ingredient in Panadol.

In the late 1930s and early 1940s, enough clinical works demonstrated the clinical safety of paracetamol.

Panadol was marketed as a prescription product for the relief of pain and fever. In the early 1970’s, for the first time Panadol was marketed directly to consumer, with

availability only through Pharmacy retail outlets. In the late 1970s with Panadol now available in supermarkets, came the introduction of

the well known television advertising featuring the presenter Dorothy Armstrong. In 1994 through worldwide acquisition, SmithKline Beecham acquired the Consumer

Health business of Sterling.

Easily approach ableLess side effectsCan be use without physician prescriptionLow cost Easily availableHigh efficiency

3.b. Target Market(Demo, Psycho, Attitudinal, Volumetric)

“All patients suffering from Pain and Fever.”

The patients, clients, customers, prospective patients, providers, staff, management – everyone – involved in the healthcare organization, facility, or practice.The people who deliver a service are a significant constituent in the product itself. Consumers evaluate service and satisfaction based on perceptions and personal interactions. Our main target market are the all customer who works in office and outdoor routine workers, because. especially panadol cold and flu offer cold and pain relief without causing drowsiness. People who are using antihistamine preparation are the brand switcher due to its competitive advantage.

3.c. PromisesNo, No, No concept that stands for;

No Alcohol No Sugar and No Aspirin.

§Stomach friendly.§Treat aches & pains.§Helps bring down the temperature.§Suitable for asthmatics who are sensitive to aspirin and NSAIDs

§Suitable for breast feeding mothers

§Gluten, Lactose and Sugar free.

3.d. PersonaPanadol is the single biggest OTC brand for 20 years, in the

grocery analgesic market.Panadol is the most Renowned Consumer Healthcare Brands

& clearly recognized as “gold standard” in pain relief, with consumer research confirming it is Pakistan’s most trusted pain reliever.

3.e. Unique selling proposition(USP)

Panadol® – Project LullabyLullaby is a quiet, gentle song sung to send a child

to sleep.

Panadol® – Project Lullaby “Project Lullaby” , a training program exclusively for mothers in rural

and urban areas of Pakistan. the Panadol® team reached out to 2 million Pakistani mothers for this project. Access was achieved through 2,500 vaccinators, who collaborated closely

with the Public Immunization Department to ensure the efficient and effective execution of this initiative.

Project Achievements: This project helped bolster Panadol’s position as the No.1 Analgesic brand in

Pakistan with the highest prescription share in this category The Project Lullaby initiative, which will be extended into 2014 aspires to

double its access to patients while communicating the significance of vaccination to mothers so they can better cater to the healthcare needs of their children.

Panadol® – Project Lullaby Children’s Panadol has launched an innovative iPhone application providing

easy-to-use assistance to ease the pressure of busy days. The free application lends a helping hand in three ways: it can track breastfeeding sessions, play a range of soothing melodies and act as a dosage calculator.

Breastfeeding Tracker : Enables a breastfeeding session to be recorded with just a single tap. It’s easy to view the last feeding session time, date, which side was used and a complete feeding history.

Baby Soother: From the gentle pastoral melodies of Beethoven to the comforting symphonies of Bach, several lullabies have been hand-picked to help get your baby off to sleep.

Dosage Calculator : Provides a quick and easy way to know the best Children’s Panadol dosage requirements for your child. Simply enter your child’s age and weight and the calculator will advise the right pain relief for your little one.

The application can be downloaded now by logging onto www.childrenspanadol.com.au.

3.d. Positioning Statement

“Gentle to the Stomach”

In 1956, Panadol was marketed as a prescription product for the relief of pain and fever. It became the first significant challenge to aspirin and the

aspirin/phenacetin combinations and was promoted with the clinically proven “gentle to the

stomach” benefit over other pain relievers.

4 Ps of Panadol4 Ps of Panadol

ProductIn 1956, after its introduction in tablet form, there has been a consistent flow of new presentations and forms introduced to offer the consumer a variety of choice to satisfy their particular preference for pain relief.

Panadol range include:§ Tablets, § Capsules, § Caplets (Capsule shaped Tablets), § Gel Caps and Soluble. Panadol Tablets and Caplets are film coated with

smooth edges for ease of swallowing with no unpleasant aftertaste.

ProductLine extensions into the cough cold market include:

1. Panadol Sinus,

2. Panadol Cold and Flu,

3. Panadol Night, (a night time pain reliever with antihistamine to allow rest, was launched in 1997.

The range of Children’s Panadol presentations include:1. Drops,

2. Elixir,

3. Colourfree Suspension,

4. Chewable Tablets and Soluble.

Varieties of Panadol

Doctor Panadol, Your Personel Doctor!

PriceCompetitive pricing is adopted where the price per dose is at parity with the key competitor.

The medication comes in two pack sizes, 10-caplet pack and 20-caplet pack with the smaller pack particularly priced lower than its key competitor to induce brand switching, especially from key competitor.

The 20's pack offers lower price per caplet with its bigger volume per pack.

Other insights from extensive marketing research also prompted Panadol Cold & Flu to adopt wide distribution coverage and prominent product display strategies, which are essential factors influencing purchase decision of cold & flu medicine.

Place Panadol will be listed in all major sales channels. The sales split between "drugstores" and "supermarket" sectors is also

similar to the overall market volume split. Our first priority is to provide the product to all distribution across the country Majority of the business (75% in volume) comes from "drugstore" sector,

including both chain drugstores and general trade independent drugstores. The rest of the business comes from the "supermarket" sector . The company is also far-sighted enough to anticipate an increase in

consumer demand after the new advertising campaign will be launched. Therefore, special trade deal promotions will be arranged even before the campaign to prevent any out-of-stock situation

Efforts will be made to gain extra display area for the product in all distribution channels

Check-out rack display rental and other point-of-sales materials which are displayed together with the whole Panadol range are displayed for maximum brand awareness and exposure.

Promotion The communication campaign supporting the new positioning consists of

1. Television

2. Outdoor advertising and

3. In-store display materials.

This three prong approach ensures that the maximum number of customers can be reached.

At the same time, the message of non-drowsiness and the ultimate elimination of any disturbance of flu and cold to work can be reinforced

In the new TV commercial, for example, after taking Panadol Cold & Flu, an airport control tower operator can continue to perform her duty successfully in spite of suffering from cold and flu.

The tag line "Doctor Panadol, Your Personal Doctor" at the end of the story also intended to boost customers' confidence by positioning Panadol's medical heritage.

Our first responsibility is you and your family. That’s why we only make Panadol products that meet our stringent demands for quality.

3.a. Competitive Analysis

6. ATL

7. NeuromarketingApplication

Neuromarketing is the next generation of market research, and the most accurate method of gaining customer intelligence. The aim of Neuromarketing is to understand customer behavior and to be able to predict, as much as possible, their future purchasing decisions.

References

https://www.panadol.com.au/cold-and-flu-pain/cold-and-flu.html http://www.panadol.com/me/products/panadol-cold-flu-all-in-one.html http://www.drugs.com/uk/panadol-cold-and-flu-leaflet.html http://www.medicines.ie/medicine/12141/SPC/Panadol+Cold+and+Flu+Relief

+500mg+65mg+Film+Coated+Tablets/ http://www.medicines.ie/medicine/12141/SPC/Panadol+Cold+and+Flu+Relief

+500mg+65mg+Film+Coated+Tablets/ http://www.nps.org.au/medicines/respiratory-system/cough-and-cold-

medicines/for-individuals/cough-and-cold-medicines-active-ingredients/paracetamol-phenylephrine-hydrochloride-dextromethorphan-hydrobromide/panadol-cold-and-flu-relief-cough-tablets.

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