COME HOME WITH ME

In today’s complex , ever changing marketplace,

retailing is both an art & a science

The principles behind building awinning retail strategy are

fundamental, straightforward, time tested.

We now need to add EQ

Critical factors

• Identifying “focus” markets • Determining optimum number of stores • In existing markets, chemists/attendants need inputs to help

“push” our products • Increasing footfall to chemist outlets• Increasing brand awareness & customer loyalty• Tie in, complement & converge all advertising efforts including

the web• Harness technology to help us become highly productive • Focus on the basic strategic direction & be distinctly superior• Strive to exceed customer expectation by adding the WOW

factor

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Branding our community

• Branding is not just about developing a catchy phrase or fun design

• It is about clearly identifying who we are trying to reach and what will make them notice our brands

Current market dynamics

• Change is constant• At the bottom of this is the consumer who is continually

demanding more • While chemists are directly impacted by this, we must be

prepared to be part of these changes• The face & style of chemists is fast changing. There is the

emergence of the quasi chemist. • There is a need to move our brand into multi channel• Today a Mumbai phenomena - Chemists are dispensing more

than just medicine & at most times other products providing higher margins

• What consumers & chemists were like a few years ago has nothing to do with where they are today & where they will be tomorrow

Need for speed

• It is about the speed of change• However, speed is nothing without direction• Research shows that there are very significant shifts in

shoppers attitudes• This is reflective of where they shop, how they shop and

hence where we should also be targeting

Shift in focus

• Successful retailers have shifted from a product/store focus to a business/brand building focus– E.g. local kirana to Akbarallys to Big bazaar to In Orbit.– Soon malls will give way to hyper malls

• From a “sell” attitude to a “service” attitude that provides lifestyle solutions & build customers for life

• Large retail brands connect with their customers & provide a total rational, emotional & sensory experience– Shoppers Stop, Lifestyle, McDonalds

Unlock the potential

• Move from where our brand has been, where it is now, and where we want it to go starts with an understanding of our brands strengths

• There is a need for consistency at every touch point

The Brand Wheel

Attributes

Benefits

Values

Personality

Brand

Essence

ATTRIBUTESFrom sanofi - aventis, tried & tested

BENEFITSRecapture normalcy, Maintain quality of life, Self help, Feel good factor, Confidence booster

VALUESSafe & Superior

PERSONALITYReliable Leader

BRAND ESSENCEBlend of trust, reliable, safe & superior

Communication Objectives

•Push•Pull•Percolate

Communication Objectives - Push

Influence at chemist level with ideas & activities that will make him push

my brands to more customers

• Attract the customer who walks into a chemist in two ways• By opening their mind to suggestions

from the chemist• By influencing them to a degree that

they ask for “me” by name

Communication Objectives - Pull

• Create ripples that boost awareness in the public domain through activities that will trigger association of “my” brand with the ailment• Notices in houses with dogs “ Beware of

Dogs” co branded with Rabipur logo

Communication Objectives - Percolate

Creative Platform

Must be a part of the monthly shopping list

Creative Rendition

“Ghar mein hain na”

• Super A chemist attendant training programs – for pain/ inflammation & cuts, wounds, burns

• Tri Vision & other signage for brand saliency (company wide initiative with brand sharing parameter) at POS.

• Infra red activated voice boxes (talking posters) with embedded messages ( at all touch points – clinics, dentists, chemists, pain source centers – gyms, clubs, barber shops, cigarette shops, hardware stores, kirana stores

• Mnemonic device to denote freedom from pain

• Use mnemonic device instead of brand name with messages across a range – T shirts, smart stickers

• No pain, only gain[contd; 2]

Promotional Ideas

• At low clearance/areas with low ceilings i.e. stairs, entrances etc, stickers with the message “Mind your head” branded with the “No entry for pain” logo

• Fridge stickers, mini memo boards with message on how to handle burns,branded with the soframycin “ghar mein ha na” logo

• Pre packaged, low cost first aid box with savlon, cotton balls, combiflam, soframycin, festal, alcohol swabs

• Road shows : template format and roll out with pertinent brand messages. Tie up with ngo’s , do street theatre

• Embed messages in entertainment: eg, TV serials, cinema, radio

• Jackie Shroff cell no. : fast aid

[contd: 3 ]

Promotional Ideas

• Use radio for focused, localized messages, dentist call in shows, chat shows with housewives recounting “painful” incidents, or “burning issues”

• 30 sec fillers on radio with “no pain, only gain” e.g.: root canal experience.Could use any emotion, even humour.

• Children’s schools, buses with customized stickers / voice box messages e.g.: “bus mein math khade ho. Giro ge to chot lage ga “Sign off with Combiflam line: “no pain, only gain” in language adaptation

• Advertorials using a medical category illuminary to “inform” consumer about relevant need: eg,dentist or ortho for pain

• Own Personal Healthcare category (PHC)

• Start PHC website linked to present company site

• Put up touch screens at affluent footfall areas ( airports, malls, skin & wellness centres etc

• [contd: 4 ]

Promotional Ideas

Promotional Ideas – Secondary sales force : franchisee to chemist

• Push button Tata Indicom phones at Chemist : IVRS {integrated voice response system} or locked into our PBX or a helpline; 9 to 5 to begin with

• Flip book

• Talking poster

• Computer to the best retailer in the area after six months sale evaluation. Less if joins our education plan

• Family Health Insurance

• Family Medical check-up

• Chemists meets – movies, coupons with popcorn, coke & our logo printed on the tickets / envelope

• Paint his shop / shutters

• Because health matters : home appliances like mixer, lemon squeezers, water filter etc.

Promotional Ideas – Secondary sales force : franchisee to chemist

• Localized sweep stakes – all retailers, pool entire budget, for every 20 retailers in every market : holiday abroad with family/ jewellery/gold/scooters. Winning parameters to include off take, brand visibility, pop, counterspace.

• Branded mobile phones as give aways. Burn our logo as screen saver.

• School bags, exam boards

• Umbrellas for monsoon. Umbrellas for vendors.

• Quasi-chemist:visi coolers

• Radios in the shop

• Mirrors: in private moments everyone looks

• Childrens scholarship fund – 100 kids of retailers are given Rs.10000/- every year. Immense goodwill.

Promotional Ideas – Secondary sales force : franchisee to chemist

• Dovetail it all into loyalty club – point system in a catalogue e.g. Raymond bonus stamp and now Oberoi Club

• Detailing kit to secondary sales force: standardized information & make chemist feel like a “doctor”.

• Branded paper bags for dispensing medicine to customers.

• Heat activated logos on coffee or tea mugs.

In summation…

• Need to effectively communicate the convenience of safe, reliable healthcare brand at hand. HEALTH IN YOUR OWN HANDS.

• Empower chemist to push

• Remind/educate customer about the need to have our brands

• Make Combiflam & Soframycin generic to category

• Expose brand values through collaterals.

• Create brand associations that build awareness through activities that will trigger association of the brand with the ailment

• Launch “FAST AID ” as our umbrella property for PHC/OTC

Thank you