ProTeam Egypt

MUP Organization development Project

Brand Management and Market

development

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MUP development Project

MUP is one of leading international pharmaceutical company. Based

on our size, we develop our plan which will cover three main phases:

We will start with Brand management as it is the most critical point

to start organization development plan.

Brand Development

Plan

Human Capital

Development

System management

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Brand Development Plan

In 2010, All organizations in Egypt and around the world working to attract

new customers, Searching for new ways to win their loyalty, Taking part in

people mind perceptions. They use all tools and technology available in the

market to do so.

What we want?

To catch up with the new generation technology of marketing

communication and branding, we should start using it to improve our

tools and use it to achieve MUP brand objectives with the right image

and perception we plan to.

Strategic communication Plan Elements:

For MUP new generation update, we must start with three main items:

We plan to start these entire elements together to achieve maximum impact.

MUP development project objectives:

Following the updated market

Improve MUP brand equity

Attract new customers in local and international market

Facilitate communication between MUP departments and external

market.

Branding Plan

Logo-Type

Brand Identity

Company Profile

Online communication

WebSite

Electronic CP

Communication Tools

Marketing activity

Direct Consumer Campaign

Newsletter

MUP primum membership

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MUP is a big name in the pharmaceutical field which needs big action and

modification to reflect this image and match its objectives.

MUP logos have a great looking and important message which reflect

either big brand .

Many organizations (local or multinational) update their logo design to

catch-up with the new art generation and add values.

Example: GSK, Pepsi, Smiles grill, EVA pharm …etc.

Example: Al-Ahly national Bank

Al-Ahly Bank changes the logo and Identity with new modern one and

applies brand identity protocol in all band internal and external

elements.

Branding Plan

Logo-Type Update Brand Identity Company Profile

1. Branding Plan

1.1 Logo-Type Update:

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Why we should update our logo?

New logo reflects:

Continuous improvement in the company.

Upgrade organization strategy

Sending new message.

Follow the modern trend.

Due to time and working environment, we observe huge change in brand

identity element like cards and letter lead, packs …etc. It becomes traditional

design. That lead to every MUP department while print or design any materials

related to MUP changes logo design or card design or pack design, this action

reflect brand image due to unmatched MUP identity.

1.2 Brand Identity

Implementation:

Step1: Start working in logo update.

Step2: Gradually replace all materials logo design.

Step3: Brand Protection.

The most significant step in brand management process is brand

protection. Which we need to:

Protect our brand from competition

Improve brand equity

Maintain success.

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Brand Identity Includes:

Pack signature

letter Head

Business card

envelop

Catalog Cover

Folder

Compliments Slip

CD Cover/label

PPT slides

Typography

Email Signature

Color used

One of the most critical branding points is Company profile that Internal and

external customers must know the correct image about MUP founders,

philosophy and products portfolio variation.

1.3 Company Profile.

Implementation:

Brand Identity design will done by the same consultation agency used in

Brand redesign to reduce cost.

Send Brand Identity protocol to MUP internal design department “it must be

regulated. NO one can design any MUP related Items outside MUP identity

guide lines.”

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Example: Eva-pharm, Novartis, EZZ-Steel … etc.

All this organizations have a good and new company profile with modern and

elegant design and message.

Types of Company Profile:

• For local market and sent to external market. Also in events and conferences.

Printed

• Uploaded on the website and send for distributes in external international market (use interactive company profile)

Electronic

• In new marketing tools , video company profile act as a TV advertising tool to improve image and simply send owners message, phylisophy and objectives to the market.

• EZZ steels organization use Video company profile as a TV commersion to improve brand equity.

• EVA make their own video company profile and use it as a TV adv. also the medical represintitive show it to every doctor in his list. this action make a very powerful impact in the market.

Video

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Implementation:

After logo-Type update and brand Identity, we start in:

Printed:

Internally, we start collecting data, write philosophy and MUP internal

management data.

Company profile design by Advertising agency with previous

experience in this feed.

Printing: we will print 30% copies as elegant copy for board and

special customers. 70% copies economic copies for direct consumer

Electronic:

Modify printed copy to match online viewer.

Interactive files can be used

Video:

We should start in video copy after finalizing printed version. After that

we work on the story link then story board, when approved, shooting take

place.

Video company profile contains:

General information

Organization owners

Organization size

Philosophy

Product variation and identification

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MUP website is the official gat for external communication and the 1st impact

with others; Customers, International customers, new employees and other

governments use the website as a source of information about the company.

This 1st impact last forever.

Problems of the current website:

No up data information and data.

Old design

No news feeds

Contain old products only

Slow interaction and week interference

Examples: AstraZeneca, GSK, American chamber … etc.

What we need in MUP new website?

Home page contains news feeds , talk about the company

MUP company profile

New product lunches

Job vacancies (reflect company size)

Products

Customer awareness materials and information

Contact us : helps customers , consumer , distributes and international

needs

2. Online communications

2.1 Website

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It is important to contact your direct consumer about health and how it

improves your life.

MUP Customer health contain general health information and data can

help direct consumer in daily life and activity

These materials will included with direct consumer campaigns in

pharmacy and doctor clinics.

We need to be connected with our clients and distributes with newsletters and

mailing shots to follow up the news and new product arrivals,, this methods

increase sales and distribution worldwide.

MUP marketing activity managed to improve marketing and branding issues,

so we generate new cannel called MUP GENERAL MARKETING ACTIVITY.

“MUP GENERAL MARKETING ACTIVITY”

It is a communication between three main elements of health care community

2.2 MUP Direct consumer campaign

2.3 Communication

3. Marketing Activity

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It’s not a product awareness campaign; it’s an indication campaign.

Example:

Angina campaign Reflect on MUP angina products sale

HTN campaign Reflect

on MUP HTN products sale

Diabetes campaign Reflect

on MUP diabetes products sale

Use general health information about

the selected topic in clinics and

pharmacies.

Example of tools will be used:

Posters, Flyer, Stands, danglers

…etc. Which will place in clinics

waiting area, patient will hear about

the indication and his diagnosis and

connect it with our brand name, and

MUP

Patient

Physicant

3.1 Direct Consumer campaign

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Poster Stand

these tools will help doctors in his communication with patients.

Example of company work in

customer awareness:

AstraZeneca.

All this tools will be connected

with the hotline for customer

and consumer service to ask

about product or design or

any side effect through the

marketing team.

MUP newsletter is a small magazine distributed by medical representative and

distributors to reach booth doctors and pharmacists.

Newsletter contains:

Medical knowledge

New product arrival

New product indication

Organization knowledge

Covering events and conferences.

Recent direct consumer campaign

3.2 MUP newsletter

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The core element in branding is BRAND LOYALITY PROGRAM which we will call

it MUP premium membership.

MUP deliver all kind of services to all doctor, but they need to feel special .

Some doctor need to be treated as special customers even with the same

service.

This program aims to increase sale by increase prescription by loyal doctors.

Example: Dolcyl campaign, Vodafone one programs and giveaways …..etc.

Personalized MUP membership card give the member access for the

club free services

Membership card give the doctor the accessibility directly to the product

manager and marketing manager to help him in his request and gets his

complains.

Member will feel deferent and special with this card

Material and design of member ship card will be selected to be very

unique to reflect our objective.

membership card

Special servicies

MUP Annual conference

3.3 MUP premium membership (loyalty program)

Membership card

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What is MUP membership card serve?

1. Direct access to product manager.

2. Conferences: he will know about all conferences we attend and can join

for free.

3. Annual MUP branding Pack:

Contain special branded element customized for him as

Leather block note and agenda

Branded Pen

Wallet and Business card holder

New year calendar

This entire element will be branded with booth MUP logo and member

name.

Aim to have a direct contact between MUP management and owners with

doctors and physicians involved in MUP health care community in MUP

factory.

Special services

MUP Annual conference

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Action plan

1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w

Logotype

Brand identi ty

Company profi le

Webs ite update

Electronic Company profi le

Communication tools

Direct consumer campaign

Newsletter

MUP primum membership

DecemberAugust September

Month

October November

Marketing

activi ty

Branding olan

Onl ine

communicatio

n

July

Implementation:

For implementation we need critical requirements:

Financial requirement

Financial support for the all development stages which can be

covered by IMC (cost 10%-20% from total cost)

Technical requirements:

Direct and access