Post on 20-Jun-2015
transcript
“BRINGS DOWN FEVER FAST!“
Lourdes Tan
January 19, 2010
5 STEPS TO PART 1
① Dolan PTM are pediatricians and parents② Who want a faster acting fever medicine for
children③ Can chose paracetamol④ Gap is paracetamol has been in the market
much longer than ibuprofen⑤ Ibuprofen has 20% market share, but
gaining
1. PRIMARY TARGET MARKET
Pediatricians who will prescribe the ibuprofen and Parents who will self-medicate their children
with ibuprofen … who also want a FASTER anti-pyrectic
effect
2. NEEDS WANTS AND EXPECTATIONS
Need, want and expect the following: 1. Faster effect 2. Longer duration Makes a more convenient
dosing and improves compliance
In addition is cheaper than Tempra (leading brand)
There is a reactive process
(fever) happening to the body
Ibuprofen can PROTECT the
body from high grade fever
(which may be detrimental
to the body)
3. COMPETITORS
Direct: TEMPRA (Paracetamol), generic brands of paracetamol and ibuprofen
Indirect: Cooling patches (Bioflu), Variables: Price, flavours available and
suitability to child’s palate, convenience of use (Form: drops, syrup, tablets. Dosing: Every 8 hours, every 4 hours), availability, brand
POSITION MAPDolan Tempra Other
paracetamol
Other ibuprofen
Antipyretic
Longer Duration of effectivity
Faster onset of effectivity
Lesser side effects
More flavors
Cheaper Php 72.75 Php 85.89 <Php 85 <PHp75
More forms (syrup, drops, tablet)
Has a “Forte” Formulation
4. GAP BETWEEN CUSTOMERS AND COMPETITION
The TEMPRA brand paracetamol has been in the market for >30 years
VERSUS DOLAN brand ibuprofen has only been in the
market for <5 yearsBUT
Ibuprofen, the newer antipyretic available for children, has been known to have a faster and longer duration of efficacy in current evidence-based research
5. DOLAN MARKET SHARE
Dolan (probably) has 20% market share of anti-pyretics for children Quite small because of Tempra’s longer
existence in the market…. Tempra (probably) has 77% market share of
anti-pyretics for children
5 STEPS TO PART 2
⑥ Dolan has a faster effect than paracetamol⑦ More affordable than paracetamol⑧ Pedia conferences, show cases, promotional
events, print ads, tv commercials⑨ Distributed nationwide,⑩ Generic Winning Strategy: “Brings down
fever FAST!”
6A. DOLAN “BRINGS DOWN FEVER FAST!”
Dire
Direct Competitors. TEMPRA.
Indirect Competitors. Cooling Gel Patches.
6B. PRODUCT DESCRIPTION
Dolan drops come in formulations of 100mg/2.5mL in 15mL glass bottles
Dolan suspension come in formulations of 200mg/5mL and 100 mg/5mL in 60mL glass bottles
It is BFAD, DOH approved for children Comes in orange flavour only
7. PRICE
Drops are Php 75 Suspension in Forte formulation is Php 121.5 Suspension in normal formulation is Php
72.75
Prices are 15% cheaper than the leading brand
8A. PROMO
TV commercials Print Ads Public Relations Conferences, Exhibit
Booths in Shopping Malls, Promotional Events, Mascot Interaction
Personal Selling via Med Reps
Creative Magazine Print-Ad Back Cover that when flipped over, can be the Newsweek Cover Page.
Additional page shows scientific evidence of efficacy of Ibuprofen (Dolan) Vs. Paracetamol.
Time of onset of efficacy of medicine, Dolan is faster than Paracetamol
Duration of lowered temperature after 8 hours, Dolan last longer compared to Paracetamol
Side effects are lower in Dolan compared to Paracetamol
DOLAN information kiosks in shopping malls with children’s games. Here in Trinoma in May 2009.
They used a background image of racing which is related to speed, alluding to how Dolan “Brings down Fever FAST.”
Meet and greet, picture taking with Dolan Mascot.
Dolan TV commercial, “Bilis-bisa sa mataas na lagnat ng bata.”
Celebrities for promotional events.
8B. COMPETITOR PROMO
Celebrities for commercials, use of brand for years.
DOLAN VS. PARACETAMOL
Dolan is a relatively newer fever-medicine compared to Paracetamol
Dolan is NEWER and much evidence-based research has shown Dolan to be FASTER at affecting the body temperature and LASTS LONGER when compared to Paracetamol
9. PLACE
Product is available in most leading drug stores, hospitals, generics pharmacies
Nationwide
10. WINNING STRATEGY OF DOLAN
Dolan’s main strategy is to penetrate a larger market share of anti-pyretics for children from birth to age 18 years old.
It is manufactured by Pediatrica, a subsidiary of UNILAB, benefits from the distribution leverage
WINNING STRATEGY
Evidence-based research has shown Dolan to be superior to Paracetamol in terms of (1) FASTER time of onset of efficacy (with in
15 minutes!) (2) Longer duration of effectivity (up to 8
hours) (3) Lesser side effects
It is also more affordable than the leading brand
SUMMARY
① Dolan PTM are pediatricians and parents② Who want a faster acting fever medicine for
children③ Can chose paracetamol④ Gap is paracetamol has been in the market
much longer than ibuprofen⑤ Ibuprofen has 20% market share, but
gaining
SUMMARY
⑥ Dolan has a faster effect than paracetamol⑦ More affordable than paracetamol⑧ Pedia conferences, show cases, promotional
events, print ads, tv commercials⑨ Distributed nationwide,⑩ Generic Winning Strategy: “Brings down
fever FAST!”
“BRINGS DOWN FEVER FAST!“
Lourdes Tan
January 19, 2010