ألزقها و أرتاح

By: Abdelrhman Attia Tantawy, 2009

Overview

• KEFENTECH is a new product to Egyptian market .

• Kefentech is a transdermal patch can be used while fasting.

• Safety of Kefentech make it drug of choice for pregnant , elderly, asthmatic patient …. Etc

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Objective

• Be Market leader for analgesic anti-inflammatory plasters.

• Brand awareness between : 1. Pharmacists

2. Our costumers ..

• Educate the market about new product features and indications .

• PUSH our product for trying . by:aa.tantawy

TOWS analysis

S W

•Fast

•Long lasting

•Safe

•New product

O

•Open market

•No competition

•Ramadan

•Focus our ad. before/in

Ramadan.

•Make strong position .

•Educts the market

T

•Appear of new

competition soon.

•positioning •Branding

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Target

– Pharmacist and doctors.

– Direct costumer

• Elderly

• Athletic

• Pregnant woman

• Fasting people .

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Positioning

– As the 1st “market leader” and the best.

– The long lasting pain killer.

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Promotion

• We’re going to use 3 ways ad. tools.

1. Audio media in FM radio

2. Press and in store printing.

3. Direct marketing .

• Don’t use sale promotion … will

decrease our product image …

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AUDIO AD.

Idea generation

“Past it and relax”

Past it: to inform that

our product is a

transdermal patch

not orally …

differentiation

between other

heavy competitor …

relax: coming from

the 1st impetration to

the drug … also

reflect the fast onset

of action and long

duration.

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Concept

• new product need too attractive ad. To start word of mouth and audient catching words. So using funny ad.

• Adding our position : • long duration of action. • Powerful effect • fast onset of action . • Emergence indication that can help you any time any where . • Safety for pregnant . • Kefentech don't break your feast.

• End the ad. With formal slogan with formal voice to inform the customer about indications of the product.

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Radio ad. NO 1 Ramsees ….

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Creative idea

• It will be conversation between two

persons in the street.

• Trusting the product efficacy .

• use historical character to add long

duration of action.

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Radio ad. Script

.” ت تة ... صخ ضارع اضخص ساراخ ”•

ي ارا عارف ح ذثاي رسس س ائف وذج , أدذ : ع • ؟؟!!!سح ؟؟ 100.000ضر فرد

!! ا أت ع ؟: أدذ•

...عطا داطد سلح وفره ع ضرج ساعد ا أف ا: ع•

!!..ا ف ماس ؟؟.. ا سال : أدذ •

• Vo : سلح أ ف صر أول , وفره .

اسلا أرذاح, وفره

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Radio ad. NO 2 S3edi 3la alsoor

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Creative idea

• Using Egyptian persons from “als3eed” makes good communication between Egyptian market and our product ( ice-break) .

• The idea is a conversation between a bay and his father , the boy falls from garden’s wall and start conversation in a funny way

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Radio ad. Script

• vo : ف األا ذذ وا تعة لع ع رج ع اصر تراع .عستح أتج

.” تعذ تمع صخ أ ضذذ ... صخ ذ تعة ”

آ!!!!!!!! آ ا تاتا آ رج اجعا أي :ذذ •

!! خذ أسق وفره ع رجه أد ذرذاح ؟. أطف اد :األب •

.دا اجع راح خاص ات ... . طة :ذذ •

•Vo : ذذ و تط ع اصر تراع عستد أتج, ا

• Vo : سلح أ ف صر أقىة, وفره .

.اسلا أرذاح , وفره

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Radio ad. NO 3 Alged alshoga3

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Creative idea

• For elderly segment we use grand father as a symbol.

• Boy and his grandfather .the boy see

our patch on his grand arm so ask

“what is that!!” … and ad. Begin.

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Radio ad. Script

.” ع ه عا ا ذ : صخ عجز ... صخ ذ تعة ”•

؟ !!ا أح أ ارا دطح ع دراعه د ا جذا ؟, جذا جذا :اذ • .؟ !!ا أ ؟؟

سلح وفره دج لصح أدح ، ود اض ف اصذر , ا :اجذ • .......أ اخ أ عان أال. رجاح خف 3طع عا

!؟؟؟!! عد أح ا جذا ا ؟؟؟ :اذ •

فجأج جا ادذ أت , تس أذخثط ف دراع , ضرتر طثعا :اجذ • “ أسلا أرا دررذاح”دالي أدا سلح وفره أ .ساعرا أا داطرا دراع جعص

• Vo : سلح أ ف صر أقىا , وفره .

.اسلا أرذاح , وفره

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Radio ad. NO 4 Pregnant woman

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Concept

• using pregnant woman because they need safe product for low-back-pain .

• Long duration of action also needed in this case.

• Ad. Take place between group of ladies and one complains from low-back-pain .

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Radio ad. Script

.” صخ آال ذا ”•

اذ جع ظري أع أح ش عاسج أخذ .. أذم ا تاخ :اذا • ؟!؟!؟!!!!!؟؟؟؟؟؟؟....داج خافح ع اذ

عألذ ور . جث فطح دط عا ضح فف ع ضح ضطح , تص :ح•رتع ساعح ع اار ذذفا دط ع ضره ... وثار أئطح ح ار .و دج درح

.ا وطري , فىرج ترضح , أ صخ ”: صخ خافد

.تص عى ع األتر اصح . أح ا د :عفاف•

فص ا خف .. عى ع سلح وفره ... أل ا سا أا عذي اذ :سزا • .ضح

• Vo : سلح أ ف صر أئمن , وفره .

.اسلا أرذاح , وفره

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Radio ad. NO 5 RAMADAN

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Creative idea

• Make a special ad. For Ramadan to inform Egyptian market .

• Because it’s a new information to most of customers so we going to use pure , clear , simple ad. Make serious as match as we can . That will increase our credibility.

• Ad informed as a news or spot information.

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Radio ad. Script

. و سح أر طث •

ذأدر . خاذ عاس أئي عى داجح تاسثح رضا . أا د• د . ذسرخ سلاخ وفره ذرذاح األ درى ف رضا

عطا وفره ثرمضط اصا دج تسثة اا ترأف األ .ع طرك اجذ تس

• Vo : بتتمنالك صىما هنيا و أفطار شهيا, وفره .

.اسلا أرذاح , وفره

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PRESS

Flyers & drop cards

• Flays in Egyptian Arabic language placed in all distribution channels.

• Content : clear and simple indications and advantages.

• Due to the new dosage form of pain killer , so use design looks like the patch itself from the back… and the info written in the front .

• The Stand appear like human back with a patch (also the place of flyers)

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PHARMACY STAND

Ketoprofen 30mg

KEFENTECH PLASTER

PAST it and

LIFE

RELAX YOUR

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Flyer ( front )

Ankle

pain

Hand

pain

pregn

ancy elderly

Back

pain nee

Ketoprofen 30mg KEFENTECH PLASTER

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Flyer ( back)

Ketoprofen 30mg KEFENTECH PLASTER

PAST it and RELAX

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BY.ABDULRHMAN ATTIA TANTAWY

Arhman.Tantawy@gmail.com

002 010 74 20 147