viagra promotion strategy mod 23rd april 09

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A Presentation on Promotion Strategy By Carat Fresh Integrated April ’09 Viagra

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Got an opportunity some time back to present a promotion strategy for the wonder drug VIAGRA in India. So here's what I presented. Did it get implemented? No! I heard that Pfizer works like a bureaucracy... Can't say anything about the veracity of the claim but if it's true, by any chance, then they need to pop the same drug that they prescribe :).

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Page 1: Viagra Promotion Strategy Mod 23rd April 09

A Presentation on Promotion StrategyByCarat Fresh IntegratedApril ’09

Viagra

Page 2: Viagra Promotion Strategy Mod 23rd April 09

Sildenafil Citrate based pills

Prescription drug for Erectile Dysfunction

Highly priced

Faces stiff competition from Generic brands like Penegra, Edegra, etc.

Late-mover in Indian Market

Has about 2-3% of Rs130cr market*

*http://economictimes.indiatimes.com/ET_Cetera/Is_Indian_male_in_perfect_shape/articleshow/2570771.cms

About Viagra

Page 3: Viagra Promotion Strategy Mod 23rd April 09

Ask anyone what is the solution for Erectile Dysfunction?

Viagra

In spite of low market share, awareness is not the problem for

the brand.

Viagra is almost a generic name for the category.

Page 4: Viagra Promotion Strategy Mod 23rd April 09

Total Market Rs.130 cr.

Average Price Rs.25/pill

Total number of pills sold 5,20,00,000 (5.2 cr.)

Market Size (in no. of men) 70-90 million

Sexual Desire (conservative estimate)

2/month (24 per annum)

Potential Market (in no. of pills) 168,00,00,000 (168 cr.)

Estimated market penetration 3.09% approx.

In spite of this, market growth rate in lower single digit!

Market Scenario

Page 5: Viagra Promotion Strategy Mod 23rd April 09

Huge Untapped Market

Page 6: Viagra Promotion Strategy Mod 23rd April 09

Huge Untapped Market… Why?

Lack of awareness of the problem itself

Aware of the problem but hesitation in talking about

it/consulting the doctor

Biggest Barrier: Conservative Attitude towards Sex & Sexual

Problems

Page 7: Viagra Promotion Strategy Mod 23rd April 09

In the context of Indian Men…

“Sexual problems do not afflict us. They afflict only women.”

It’s about Masculinity

It’s about Prestige

It will go away on its own

“It can’t happen to me.”

No one should know about it.

It’s embarrassing/down-market to seek a treatment.

Will consider only if the problem is very serious.

Page 8: Viagra Promotion Strategy Mod 23rd April 09

Specific to Erectile Dysfunction…

It’s a natural process.

“It’s a question-mark on my Masculinity.”

It’s about Prestige

What will my wife/girl-friend think?

My friends will make fun of me…

Page 9: Viagra Promotion Strategy Mod 23rd April 09

Huge Untapped Market… Why?

Lack of awareness of the problem itself

Aware of the problem but hesitation in talking about

it/consulting the doctor

To address these issues, imperative that people look at sexual-issues seriously

(demands attention) but normally (isn’t a big deal)

Page 10: Viagra Promotion Strategy Mod 23rd April 09

Imperative for Erectile Dysfunction

Erectile Dysfunction evokes a fear but is seen as any other problem

like common cold, fever, headache, etc. and

Cases in point: Condoms, Sanitary Napkins, etc.

Page 11: Viagra Promotion Strategy Mod 23rd April 09

Strategy for Viagra in India

Viagra is the generic name of the solution for the problem.

Therefore…

Page 12: Viagra Promotion Strategy Mod 23rd April 09

Strategy for Viagra in India

Market the problem.Market Erectile Dysfunction.

Evoke fear but make it seem like just another problem because it has a solution.

Page 13: Viagra Promotion Strategy Mod 23rd April 09

How do we market the problem?

Key Question:

Huge country, low budget

Scattered TG

Conservative Attitude

Conditional factors:

High pricing, therefore premium image of the brand

Medium

Message

Page 14: Viagra Promotion Strategy Mod 23rd April 09

How do we market the problem?

Key Question:

Huge country, low budget

Scattered TG

Conservative Attitude

Conditional factors:

High pricing, therefore premium image of the brand

Message

Medium

Page 15: Viagra Promotion Strategy Mod 23rd April 09

What medium?

Cinema Hall Slides in Multiplexes

# 1

A mandatory source of entertainment for people of all ages and classes

Captive audienceComparatively inexpensive

Women, the prime influencer in such matters, also receives the message

Page 16: Viagra Promotion Strategy Mod 23rd April 09

What medium?

Human Banners

# 2

Flexibility in placement of bannersComparatively inexpensive

Office going prospects in big cities get the message when they are more likely to pay attention

Page 17: Viagra Promotion Strategy Mod 23rd April 09

What medium?

Posters in Washrooms (in malls, multiplexes, clubs, 5-star hotels)

# 3

A non-public medium to talk to the TGComparatively inexpensive

Page 18: Viagra Promotion Strategy Mod 23rd April 09

Message

How do we market the problem?

Key Question:

Huge country, low budget

Scattered TG

Conservative Attitude

Conditional factors:

High pricing, therefore premium image of the brand

Medium

Page 19: Viagra Promotion Strategy Mod 23rd April 09

What kind of tone & message could work in a seemingly delicate but

paradoxical situation?

Talk in public about a seemingly private matter…

Page 20: Viagra Promotion Strategy Mod 23rd April 09

It’s like…

a look in one’s eyes which only a lover’s eyes can

read…

Page 21: Viagra Promotion Strategy Mod 23rd April 09

It’s like…

an encoded message sent

from the base to the men on the

frontline…

Page 22: Viagra Promotion Strategy Mod 23rd April 09

An encoded message

Almost a teaser

Triggering a curiosity, enough for the reader to

SMS & ask for more details…

Page 23: Viagra Promotion Strategy Mod 23rd April 09

Encoding the problem…

Erectile Dysfunction =

ED

Page 24: Viagra Promotion Strategy Mod 23rd April 09

Code-word for those suffering from ED…

ED+ve

Page 25: Viagra Promotion Strategy Mod 23rd April 09

ED

comin’ betwn u n ur wife? Is

SMS 696969

Are u

ED+ve

?

Page 26: Viagra Promotion Strategy Mod 23rd April 09

ED

encouragin’ u to smoke more?Is

SMS 696969

Are u

ED+ve

?

Page 27: Viagra Promotion Strategy Mod 23rd April 09

ED

makin’ u older?

Is

SMS 696969

Are u

ED+ve

?

Page 28: Viagra Promotion Strategy Mod 23rd April 09

ED

givin’ u sleepless nights?

Is

SMS 696969

Are u

ED+

?

Page 29: Viagra Promotion Strategy Mod 23rd April 09

ED

forcin’ u to work late nigts?

Is

SMS 696969

Are u

ED+ve

?

Page 30: Viagra Promotion Strategy Mod 23rd April 09

ED

ripping ur family apart?

Is

SMS 696969

Are u

ED+ve

?

Page 31: Viagra Promotion Strategy Mod 23rd April 09

ED

smilin’ on u?

Is

SMS 696969

Are u

ED+ve

?

Page 32: Viagra Promotion Strategy Mod 23rd April 09

ED

playin’ wid ur happiness?

Is

SMS 696969

Are u

ED+ve

?

Page 33: Viagra Promotion Strategy Mod 23rd April 09

ED

Did u google

SMS 696969

?

Are u

ED+ve

?

Page 34: Viagra Promotion Strategy Mod 23rd April 09

ED

Hav u evr talked abt

SMS 696969

?

Are u

ED+ve

?

Page 35: Viagra Promotion Strategy Mod 23rd April 09

Thank You.