palmers stretch marks activation campaign 2012

Palmers Cocoa Butter Stretch Mark Activation Plan

AbdelRhman Tantawy, Egypt 2012

8/12/2012 AbdelRhman Tantawy, Palmer's 1

Agenda

• Situation Analysis

• Egypt Market Behavior

• Critical Success Factors (CSF)

• Palmer’s SM activation Plans

• Palmer’s Stretch marks POS


SITUATION ANALYSIS COMPETITORS SITUATION


Competitive analysis

Two Type of competitors


Competitive analysis

Cosmoceutical FMCG


Price Size

Mustela 175 200 mL

Sanosan 37 100 mL

Derma Pure SM 36 60 gm

Stretch Redux 500 150 mL

mira jeniko 45 75 ml

Palmer's 48 120 mL

EGYPT MARKET BEHAVIOR FMCG VS PHARMACEUTICAL


Medicated product diversified to :

Pharmaceutical Cosmo-ceutical OTC FMCG


Only can prescribe by doctors




Expensive and prescribed, but can be

recommended by pharmacist




Available only at pharmacies, for direct consumers, never seen

@key accounts




Available at pharmacies beside other trade

channels, rarely prescribed by doctors.




Palmer’s Stretch market treated as FMCG product.




Palmer’s Stretch market treated as FMCG product.

Some pharmacist recommend it, if

they know it




We plan Palmer’s SM will be

Prescribed via doctors






Recommended by pharmacist






Recommended by pharmacist Known as FMCG




Activation Projects

#1 Scientific

Unite

#2 Direct

awareness

PALMER’S SM ACTIVATION PLANS #1 SCIENTIFIC UNITE #2 DIRECT AWARENESS


PALMER’S SM ACTIVATION PLANS


#1 Scientific Unite

#1 Scientific unite Objective

• As doctors are the main factor in prescribing any product or recommend any thing for patient health, this unit will aim to:

– Doctor product awareness

– Promote prescription.

– Reminding and follow up

– Ensure availability @pharmacies

– Push sales to achieve our target.

• Using #1scientific data and #2professional medical selling skills

– Trials

– References

– Tipping point

– Evidences recommended.


Brand manager

Supervisor Cairo

Medical representative #1



Assistant Brand manager

#1 Scientific unite Structure

• Doctor don’t respect any medical information from anyone except another doctor.

• Unite structure as below:


Sales manager

Brand manager

Supervisor Cairo




Assistant Brand manager

#1 Scientific unite Structure

• We will start with two medical rep.s directly reported to brand manager till develop the full team


Sales manager

#1 Scientific unite Targeted specialties

• Palmer’s SM will be detailed to Customers below:


Doctors

60% coverage

Pharmacist

40% coverage

For medical awareness and promote prescription

Market seeding and ensure availability

#1 Scientific unite Targeted specialties

Doctors:

• Palmer’s SM will be detailed to specialties below: – Gynecology : to be prescribe for pregnancy stretch marks

– Dermatology: to be prescribed for skin marks and after plastic surgery

– Nutritionist : for skin marks appears while dieting.

• Doctors will be segmented as below “according to their prescription habits” – 90% high potential doctors “KOL’s”

– 10% moderate potential doctors.

– 0% low potential doctors.

* Segmentation will be applied by medical reps after forecasting.


Hign Potenial

90%

Moderate Potential

10%

#1 Scientific unite Medical rep. list #Demographic


• In the 1st phase, medical reps will target areas below

– Medical rep #1: Cairo #1 : Naser City , Heliopolis and New Cairo + rehab ...etc

– Medical rep #2: Cairo #2: Mohandseen, Zamalek and Dokky …etc

• Each one will visit all potential doctors frequently based on their classification

– Visit about 8-10 visit /day

– After listing the doctors we will put target visits for each doctor

#1 Scientific unite Scientific unit target PHASE I


• Deliver the core message

• Build reputation with the customers (doctors)

• Generation and growth of prescriptions

• Have a consistent sales curve**

• Marketing Intelligence to give us future vision

To give us actual vision {on earth vision)

• To create loyalty to the brand

* Elevate Palmer’s Cocoa Butter image + Position in the market

PALMER’S SM ACTIVATION PLANS


#2 Direct awareness

#2 Direct awareness

• To improve recommendation and educate direct consumer about product benefit, direct communication throw channels below


Pharmacy Chains

Medical Centers Health care magazines

#2 Direct awareness Concept

To create reminding tagline for Palmer’s Stretch Marks with objectives as below:

– Acceptable among gynecologist

– Related to pregnancy.

– Prescribing habit reminding tool

– Feature/benefit tagline

– Indication related


#2 Direct awareness tagline


benefit

indication

catchy

Time bonded

Promote action

#2 Direct awareness Why The Fourth Month

To decide when doctor should prescribe Palmer’s Stretch market we analyze two source of information.

1. Doctors review:

After meeting with serial gyna doctors All agreed the pregnancy symptoms appears between 2nd and 3rd month. But the tummy size start to increase between 4th and 5th month.

They recommend stretch marks products starting from 5th month mainly and some time for skinny women they start from 4th month.



1. /

2. Consumer review

In photos below we can find the tommy size increased between 15-22week from pregnancy.


PALMER’S STRETCH MARKS POS


#2 Direct awareness The POS materials

Palmer’s POS materials will be applies as below:

1. The RDA (Retained detailing Aid)

multiple pages booklet, content : • Medical Data about Stretch marks

• Statistical data about stretch marks

• Product information and ingredients F/B

• Direction and indication

• Product Clinical Evidence

The RDA used in doctors detailing by product specialist and never give it to them as each call they will till the doctors new message from it.



1. The RDA (Retained detailing Aid)



1. .

2. Drop-Card

it is a medical flyer for doctors our product specialist give it to the doctor as “more information reminding tool” but with one message , content :

• Medical Data about Stretch marks



The drop-Card mainly much simplified content also in English



2. Drop-Card



1. .

2. .

3. Consumer Flyer and stand

flyers and stand for direct consumer to be distributed in pharmacies and clinics. Content:



The Consumer flyer will be in arabic



3. Consumer Flyer



1. .

2. .

3. .

4. Pharmacy Drop-Card

A small flyer reminding the product and promote contacting distributers for ordering

5. Sampling pack

pack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctors for patient trail and give us the feed back.

this pack will promote trial and recruiting.



1. . 2. . 3. . 4. . 5. Sampling pack pack for doctors contains 4 stretch marks 30gm our product specialist give it to gyna doctors for patient trail and give us the feed back. this pack will promote trial and recruiting. And also collecting feedback from users through doctors.


THANKS


palmers stretch marks activation campaign 2012

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