imc of baby zinc

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TERM PAPER ON

INTEGRATED MARKETING COMMUNICATIONOF “BABY ZINC”

[THIS TERM PAPER IS PREPARED AS THE PARTIAL REQUIREMENT OF THE FULFILLMENT OF THE COURSE: INTEGRATED MARKETING COMMUNICATION (COURSE CODE #525)]

Prepared forDR. SADIA SHERMEEN

FacultyDepartment of MarketingUniversity of Dhaka

Prepared By

MOHAMMAD JASIM UDDIN

ID NO. 40611040EMBA, 11th Batch

Department of MarketingUniversity of Dhaka

Date of Submission: May 26, 2008



May 26, 2008

Dr. Sadia Shermeen

FacultyDepartment of MarketingUniversity of Dhaka

Dear Madam

Submission of term-paper

Here is the report on “Integrated Marketing Communication of BabyZinc.” you instructed me to submit as a partial requirement of as the

partial requirement of the fulfillment of the course Integrated

Marketing Communication. The study was a great opportunity for

translation of theoretical conceptions in real life situation, which will

help me a lot in my career.

I have enjoyed working on this study and have done my best toprepare this report to meet all your expectations.

I will be glad to answer any queries that may arise regarding this

report.

Yours sincerely

Mohammad Jasim UddinID No. 40611040EMBA, 11th BatchDepartment of MarketingUniversity of Dhaka

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Acknowledgement

I would first like to thank my course teacher Dr. Sadia Shermeen,

Faculty, Department of Marketing, University of Dhaka, for guiding

me throughout the course of my study. I express my gratitude to Mr.

Sajjad Zahir, Head of Product Management Department, The ACME

Laboraatories Ltd for his guidance throughout the period of preparing

this report.

I am indebted to Mr. Tomal for his information and research guidance

regarding communication strategy of Baby Zinc. Special thanks to my

entire colleague for their cooperation in completing my report.

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Executive Summary

Integrated Marketing Communications is a simple concept. It ensuresthat all forms of communications and messages are carefully linked

together. At its most basic level, Integrated Marketing

Communications, or IMC, as we'll call it, means integrating all the

promotional tools, so that they work together in harmony. Promotion

is one of the Ps in the marketing mix. Promotions have its own mix of

communications tools. Concept of this integration is to make all

aspects of marketing communication such as advertising, salespromotion, public relations, and direct marketing work together as a

unified force, rather than permitting each to work in isolation.

Although Integrated Marketing Communications requires a lot of

effort it also delivers many benefits. It can create competitive

advantage, boost sales and profits, while saving money, time and

stress.

IMC also increases profits through increased effectiveness. Despite itsmany benefits, IMC, has many barriers like Functional Silos; Stifled

Creativity; Time Scale Conflicts and a lack of Management know-how,

audience restriciton etc. In this term paper we will discuss the

Integrated Marketing Communications of BABY ZINC, their strategy,

implementation and effects.

This paper has been written on the basis of secondary date collected

from ICDDR,B & The ACME Laboratories Ltd and primary data from

chemist shop visit and doctor visit.

ICDDR,B conducted a research project named “SUZY” (Scaling up

Zinc for Young Children), which found that use of Zinc in childhood

diarrhoea reduces the length and severity of diarrhoea. The project

was financed by Bill & Melinda Gates foundation. The project’s

findings will contribute towards the achievement of the Millennium

Development Goal-4 that aims at reducing child (under five) mortality

by two-thirds by 2015. So the WHO & UNICEF approved the use of

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http://en.wikipedia.org/wiki/Marketing




Zinc in conjunction with ORS in childhood diarrhoea. As the research

partner ACME gained the permission of local manufacturing &

marketing of the medicine. This zinc dispersible tablet comes in our

market as “Baby Zinc” on 23rd November, 2006. The nutritional status

of Bangladeshi children of age bellow 5 years causes deficiency of

diffierent nutrients, about 50% of the Bangladeshi children are

suffering from moderate to severe malnutrition. This malnutrition

causes several diseases and increases the child mortality and

morbidity. The data shows that diarrhoea is the main causes of child

death under 5 years in Bangladesh. The suzi projects outcome

reveals that use of zinc in childhood diarrhoea causes substantial

development of disease condition and reduces the mortality rate.

Zinc reduces the duration of diarrhoeal suffering and prevents further

attack.

Marketing communication process of "BABY ZINC" has been

conducted by the research partner- ICDDRB, the Manufacturer and

Marketer- The ACME Laboratories Ltd. and by the media partner-

Dhanshiri. Promotions of BABY ZINC has been conducted with the

following objectives To aware the common people to give Baby Zinc

tablet with ORS in any diarrhoeal episode for their children (age

between 6 months to 5 years). To motivate the chemists to give the

customers Baby Zinc tablet while giving ORS for children. To motivate

the doctors to prescribe Baby Zinc with ORS for children.

The key messages for promotion of Baby Zinc is "Zinc in addition to

ORS, for any childhood diarrhoeal episode" The following types of

promotional strategies or marketing communication approaches are

adopted for "BABY ZINC"

Advertising: Last year the following programs or mass promotional

tools have been implemented by Dhansiri- Grant Launching Program,

Divisional Launching Program, Press Conferences, Courtyard Meeting,

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TV and Radio Ad., Poster, Billboard, Wall painting, Bus Branding, Press

Advertisements

The ACME Laboratories Ltd. conducted personal selling programs

were-Literature, Scientific Seminar & PC conference (collaboration

between ACME & ICDDR,B), Ad. in different journals & souvenirs,

Provide SUZY news letter to potential doctors, Training program for

FPs, Free Sample

Sales Promotional activities were Incentives, Samples and have been

conducted by The ACME Laboratories Ltd.

The activities to develop public awareness and to create good Public

relation have been taken both by the ICDDRB and The ACME

Laboratories Ltd. are -Sponsoring sports & cultural program, Folk

Song, Training program for Civil surgeons, UHFPO and IMCI project

related health worker with different video documentary, National

Paediatric Conference, Seminar & conference with Paeditricinas and

PCs (collaboration between ACME & ICDDR,B), International Zinc

Conference (Provide SUZY news letter to potential doctors), TV and

Radio Program, Donation of Baby Zinc in flood affected areas, Press

Articles,

Pre and post launching level of awareness of the common people and

the doctors tendency of prescription also conducted by survey, it was

found that only 7% of caregivers reported to use zinc & 90% of cases

it was syrup, rather than zinc tablets. But the use of zinc tablets more

than doubled to 18% during the second post-launch survey, and the

use of syrup decreased significantly.

After huge campaigning for last one year, common people has known

about Baby Zinc tablet but has not become aware of administering

Baby Zinc tablet with ORS in diarrhoea for their children upto the

optimum label. Till now, a large portion of people giving ORS to their

children in diarrhoea but not giving Baby Zinc tablet. In some cases,

they are giving both ORS & Baby Zinc but when diarrhoea stops, they

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also stop giving Baby Zinc as like as stopping ORS. But Baby Zinc is

recommended to take one tablet each day for 10 days, although

diarrhoea stops.

Baby Zinc is available almost in all chemist shops & almost all

chemists know about Baby Zinc. But the chemists are not yet

motivated to give Baby Zinc tablet along with ORS to the customers

who come to take ORS for the diarrhoea of their children. Doctors’

community has accepted the new invention of using Baby Zinc in

conjunction with ORS in childhood diarrhoea. An eminent doctor

termed “Baby Zinc as the Best Invention of this century” in a

seminar.

The communication tools or programs have been taken for BABY ZINC

covers all the target market segment of the product. Its main

promotional or brand messages "Zinc in addition to ORS, for any

childhood diarrhoeal episode" states it positioning clearly. All the

promotional campaign and tools have been integrated efficiently and

effectively. The promotional programs are parallel to each other to

covers all the target market and convey the same message.

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TABLE OF CONTENTS

CHAPTER 1..................................................................................... ........................1INTRODUCTION.............................................................................................. .........1

1.1 Origin of the Paper................................................................................. .........11.2 Objectives of the Study.................................................... ...............................11.3 Methodology.................................................................... ...........................11.4 Limitation of the Report............................................................... ....................22.1 Introduction........................................................................................ ...........42.2 Goals of Integrated Marketing Communications...................................... .............52.3 Benefits of IMC........................................................................................ .......62.4 Barriers to IMC ................................................................................. .............72.5 Communications Theory ....................................................................... .........10

CHAPTER 3............................................................................................................ 14IMC of BABY ZINC..................................................................................... .............14

3.1 Background of BABY ZINC............................................................... ...............14

3.2 IMC of BABY ZINC.............................................................................. ...........163.3 Promotional message..................................................................................... 173.4 Promotional Acvities For Baby Zinc..................................................................17

3.4.1 Advertising..................................................................... .......................213.4.2 Personal Selling......................................................................... .............283.4.3 Sales Promotion.......................................................... ...........................353.4.4 Public Relation...................................................................................... ..35

3.5 Role of Bangladesh Government........................................................... ...........443.6 Levels of Awareness............................................................... .......................45

CHAPTER 4............................................................................................................ 48CONCLUSION AND RECOMMENDATION.....................................................................48Appendix I................................................................................................ ..............1PRODUCT PROFILE............................................................................................ .......1Appendix II.................................................................................................... .........2

Product benefit........................................................................................... .............2Appendix III........................................................................................................ ....3REFERENCES....................................................................................................... ....3

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CHAPTER 1

INTRODUCTION

1.1 Origin of the Paper

This report is prepared as a requirement for the completion of the

Evening MBA Program of the Department of Marketing, University of

Dhaka. The primary goal of study is to provide an opportunity for

translation of theoretical conceptions in real life situation.

As a requirement for the completion of the course I needed to submit

this report, which would include an overview of the organization I

was attached with and elaboration of the study I was supposed to

conduct during the study period.

I, Mohammad Jasim Uddin, have been serving in The ACME

Laboratories Ltd. in International Business Division since May, 2005.

After consultation with my course instructor I decided to do a study

on Integrated Marketing Communication of Baby Zinc, a product

manufactured and marketed by ACME, to accomplish my term paper.

1.2 Objectives of the Study

The objectives of the paper are:

To give a brief account of Baby Zinc, a research product of

ICDDR,B

To know communication strategy of Baby Zinc

To study Integrated marketing communication of Baby Zinc

To study Implementation and effects of IMC of this product

1.3 Methodology

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This paper has been written on the basis of secondary date collected

from ICDDR,B & The ACME Laboratories Ltd. I have visited several

chemist shops in Dhaka City to know how much positive is their

attitude toward Baby Zinc. I also visited The Dhaka Shishu Hospital &

02 (two) childcare clinics to survey prescriptions in order to know

whether the doctors are prescribing Baby Zinc along with ORS or not.

I also got some data & information from Internet & SUZY News

(published by ICDDR,B).

1.4 Limitation of the Report

Here I have used the secondary data collected from ICDDR,B & The

ACME Laboratories Ltd. and some primary data which may no be

sufficient. I could not reveal all the exact information due to the

company secrecy.

Finally the analysis was performed to have a sound understanding of

the study.

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CHAPTER 2

INTEGRATED MARKETING COMMUNICAATIONS:

THE THEORIES

2.1 Introduction

Integrated Marketing Communications is a simple concept. It ensures

that all forms of communications and messages are carefully linked

together.

At its most basic level, Integrated Marketing Communications, or

IMC, as we'll call it, means integrating all the promotional tools, so

that they work together in harmony.

Promotion is one of the Ps in the marketing mix. Promotions have its

own mix of communications tools.

All of these communications tools work better if they work together

in harmony rather than in isolation. Their sum is greater than their

parts - providing they speak consistently with one voice all the time,

every time.

This concept includes many online and offline marketing channels.

Online marketing channels include any e-marketing campaigns or

programs, from search engine optimization (SEO), pay-per-click,

affiliate, email, banner to latest web related channels for webinar,

blog, RSS, podcast, and Internet TV. Offline marketing channels aretraditional print (newspaper, magazine), mail order, public relations,

industry analyst relations billboard, radio, and television.This is

enhanced when integration goes beyond just the basic

communications tools.

There are other levels of integration such as Horizontal, Vertical,

Internal, External and Data integration. Here is how they help tostrengthen Integrated Communications.

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Horizontal Integration occurs across the marketing mix and across

business functions - for example, production, finance, distribution

and communications should work together and be conscious that

their decisions and actions send messages to customers.

While different departments such as sales, direct mail and

advertising can help each other through Data Integration. This

requires a marketing information system which collects and shares

relevant data across different departments.

Vertical Integration means marketing and communications objectives

must support the higher level corporate objectives and corporate

missions. Check out the Hall Of Fame later for more about missions.

Meanwhile Internal Integration requires internal marketing - keeping

all staff informed and motivated about any new developments from

new advertisements, to new corporate identities, new service

standards, new strategic partners and so on.

External Integration, on the other hand, requires external partners

such as advertising and PR agencies to work closely together to

deliver a single seamless solution - a cohesive message - an

integrated message.

The many benefits of IMC are examined in the section called,

'Benefits of IMC'.

2.2 Goals of Integrated MarketingCommunications

A management concept that is designed to make all aspects of

marketing communication such as advertising, sales promotion,

public relations, and direct marketing work together as a unified

force, rather than permitting each to work in isolation. In practice,

the goal of IMC is to create and sustain a single look or message in

all elements of a marketing campaign. A successful integrated

marketing communication plan will customize what is needed for theclient based on time, budget and resources to reach target or goals.

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Small business can start an integrated marketing communication

plan on a small budget using a website, email and SEO. Large

corporation can start an integrated marketing communication plan

on a large budget using print, mail order, radio, TV plus many other

online ad campaigns.

2.3 Benefits of IMC

Although Integrated Marketing Communications requires a lot of

effort it delivers many benefits. It can create competitive advantage,

boost sales and profits, while saving money, time and stress.

IMC wraps communications around customers and helps them move

through the various stages of the buying process. The organisation

simultaneously consolidates its image, develops a dialogue and

nurtures its relationship with customers.

This 'Relationship Marketing' cements a bond of loyalty with

customers which can protect them from the inevitable onslaught of

competition. The ability to keep a customer for life is a powerfulcompetitive advantage.

IMC also increases profits through increased effectiveness. At its

most basic level, a unified message has more impact than a

disjointed myriad of messages. In a busy world, a consistent,

consolidated and crystal clear message has a better chance of

cutting through the 'noise' of over five hundred commercial

messages which bombard customers each and every day.At another level, initial research suggests that images shared in

advertising and direct mail boost both advertising awareness and

mail shot responses. So IMC can boost sales by stretching messages

across several communications tools to create more avenues for

customers to become aware, aroused, and ultimately, to make a

purchase

Carefully linked messages also help buyers by giving timelyreminders, updated information and special offers which, when

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presented in a planned sequence, help them move comfortably

through the stages of their buying process... and this reduces their

'misery of choice' in a complex and busy world.

IMC also makes messages more consistent and therefore more

credible. This reduces risk in the mind of the buyer, which in turn,

shortens the search process and helps to dictate the outcome of

brand comparisons.

Consistent images and relevant, useful, messages help nurture long

term relationships with customers. Here, customer databases can

identify precisely which customers need what information when...

and throughout their whole buying life.

Finally, IMC saves money as it eliminates duplication in areas such as

graphics and photography since they can be shared and used in say,

advertising, exhibitions and sales literature. Agency fees are reduced

by using a single agency for all communications and even if there

are several agencies, time is saved when meetings bring all the

agencies together - for briefings, creative sessions, tactical or

strategic planning. This reduces workload and subsequent stress

levels - one of the many benefits of IMC.

2.4 Barriers to IMC

Despite its many benefits, Integrated Marketing Communications, or

IMC, has many barriers.

In addition to the usual resistance to change and the specialproblems of communicating with a wide variety of target audiences,

there are many other obstacles which restrict IMC. These include:

Functional Silos; Stifled Creativity; Time Scale Conflicts and a lack of

Management know-how.

Take functional silos. Rigid organisational structures are infested with

managers who protect both their budgets and their power base.

Sadly, some organisational structures isolate communications, data,and even managers from each other. For example the PR department

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often doesn't report to marketing. The sales force rarely meet the

advertising or sales promotion people and so on. Imagine what can

happen when sales reps are not told about a new promotional offer!

And all of this can be aggravated by turf wars or internal power

battles where specific managers resist having some of their

decisions (and budgets) determined or even influenced by someone

from another department.

Here are two difficult questions - What should a truly integrated

marketing department look like? And how will it affect creativity?

It shouldn't matter whose creative idea it is, but often, it does. An

advertising agency may not be so enthusiastic about developing a

creative idea generated by, say, a PR or a direct marketing

consultant.

IMC can restrict creativity. No more wild and wacky sales promotions

unless they fit into the overall marketing communications strategy.

The joy of rampant creativity may be stifled, but the creative

challenge may be greater and ultimately more satisfying when

operating within a tighter, integrated, creative brief.

Add different time scales into a creative brief and you'll see Time

Horizons provide one more barrier to IMC. For example, image

advertising, designed to nurture the brand over the longer term, may

conflict with shorter term advertising or sales promotions designed

to boost quarterly sales. However the two objectives can be

accommodated within an overall IMC if carefully planned.

But this kind of planning is not common. A survey in 1995, revealed

that most managers lack expertise in IMC. But its not just managers,

but also agencies. There is a proliferation of single discipline

agencies. There appear to be very few people who have real

experience of all the marketing communications disciplines. This lack

of know how is then compounded by a lack of commitment.

For now, understanding the barriers is the first step in successfully

implementing IMC.

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9



2.5 Communications Theory

How do we communicate? How do customers process information?

There are many models and theories. Let's take a brief look at some

of them.

Simple communications models show a sender sending a message to

a receiver who receives and understands it. Real life is less simple -

many messages are misunderstood, fail to arrive or, are simply

ignored.

Thorough understanding of the audience's needs, emotions, interests

and activities is essential to ensure the accuracy and relevance of

any message.

Instead of loud 'buy now' advertisements, many messages are often

designed or 'encoded' so that the hard sell becomes a more subtle

soft sell. The sender creates or encodes the message in a form that

can be easily understood or decoded by the receiver.

Clever encoding also helps a message to cut through the clutter of

other advertisements and distractions, what is called 'noise'. If successful, the audience will spot the message and then decode or

interpret it correctly. The marketer then looks for 'feedback' such as

coupons returned from mailshots, to see if the audience has decoded

the message correctly.

The single step model - with a receiver getting a message directly

from a sender - is not a complete explanation.

Many messages are received indirectly through a friend or throughan opinion leader.

Communications are in fact multifaceted, multi-step and multi-

directional. Opinion leaders talk to each other. Customers talk to

opinion leaders and they talk to each other.

Add in 'encode, decode, noise and feedback' and the process

appears more complex still.

Understanding multiphase communications helps marketerscommunicate directly through mass media and indirectly through

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targeting opinion leaders, opinion formers, style leaders, innovators,

and other influential people.

How messages are selected and processed within the minds of the

target market is a vast and complex question. Although it is over

seventy years old, rather simplistic and too hierarchical, a message

model, like AIDA, attempts to map the mental processes through

which a buyer passes en route to making a purchase.

There are many other models that attempt to identify each stage. In

reality the process is not always a linear sequence. Buyers often loop

backwards at various stages perhaps for more information. There are

other much more complex models that attempt to map the inner

workings of the mind.

In reality, marketers have to select communications tools that are

most suitable for the stage which the target audience has reached.

For example, advertising may be very good at raising awareness or

developing interest, while free samples and sales promotions may be

the way to generate trial. This is just a glimpse into some of the

theory. Serious marketers read a lot more.

Golden Rules:

Despite the many benefits of Integrated Marketing Communications

(or IMC); there are also many barriers. Here's how you can ensure

you become integrated and stay integrated - 10 Golden Rules of

Integration.

(1) Get Senior Management Support for the initiative by ensuring

they understand the benefitsof IMC.

(2) Integrate At Different Levels of management. Put 'integration' on

the agenda for various types of management meetings - whether

annual reviews or creative sessions. Horizontally - ensure that all

managers, not just marketing managers understand the importance

of a consistent message - whether on delivery trucks or product

quality. Also ensure that Advertising, PR, Sales Promotions staff are

11



integrating their messages. To do this you must have carefully

planned internal communications, that is, good internal marketing.

(3) Ensure the Design Manual or even a Brand Book is used to

maintain common visual standards for the use of logos, type faces,

colours and so on.

(4) Focus on a clear marketing communications strategy. Have

crystal clear communications objectives; clear positioning

statements. Link core values into every communication. Ensure all

communications add value to (instead of dilute) the brand or

organisation. Exploit areas of sustainable competitive advantage.

(5) Start with a Zero Budget. Start from scratch. Build a new

communications plan. Specify what you need to do in order to

achieve your objectives. In reality, the budget you get is often less

than you ideally need, so you may have to prioritise communications

activities accordingly.

(6) Think Customers First. Wrap communications around the

customer's buying process. Identify the stages they go through

before, during and after a purchase. Select communication tools

which are right for each stage. Develop a sequence of

communications activities which help the customer to move easily

through each stage.

(7) Build Relationships and Brand Values. All communications should

help to develop stronger and stronger relationships with customers.

Ask how each communication tool helps to do this. Remember:

customer retention is as important as customer acquisition.

(8) Develop a Good Marketing Information System which defines who

needs what information when. A customer database for example,

can help the telesales, direct marketing and sales force. IMC can help

to define, collect and share vital information.

(9) Share Artwork and Other Media. Consider how, say, advertising

imagery can be used in mail shots, exhibition stands, Christmas

cards, news releases and web sites.

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(10) Be prepared to change it all. Learn from experience. Constantly

search for the optimum communications mix. Test. Test. Test.

Improve each year. 'Kaizen'.

Just a few ways to beat the barriers and enjoy the benefits of

integrated marketing communications.

In this term paper we will discuss the Integrated Marketing

Communications of BABY ZINC, their strategy,

implementation and effects.

13



CHAPTER 3

IMC of BABY ZINC

3.1 Background of BABY ZINC

ICDDR,B conducted a research project named “SUZY” (Scaling up

Zinc for Young Children), which found that use of Zinc in childhood

diarrhoea reduces the length and severity of diarrhoea. The project

was financed by Bill & Melinda Gates foundation. The project’s

findings will contribute towards the achievement of the Millennium

Development Goal-4 that aims at reducing child (under five)

mortality by two-thirds by 2015. So the WHO & UNICEF approved the

use of Zinc in conjunction with ORS in childhood diarrhoea. After that

Rodael Pharmaceuticals Laboratories & Nutriset, France-based

pharmaceutical company, invent Zinc tablet as Dispersible Tablet

form which is easily administrable, cheap and an easy-to-carryformulation with longer shelf-life. The SUZY Project, with the

assistance of a local advertising firm Dhansiri, prepared material for

a mass media campaign to popularize the new dispersible zinc

tablet.

Nutriset is the only patent of Zinc dispersible tablet in the world. In

2005, through an agreement between Nutriset & ICDDR,B, ICDDR,Bbought the patent sub-license from Nutriset for Bangladesh. In

another agreement among Nutriset, ICDDR,B & ACME, the

formulation of Baby Zinc dispersible tablet is transferred to ACME &

ACME gained the permission of local manufacturing & marketing of

the medicine. This zinc dispersible tablet comes in our market as

“Baby Zinc” on 23rd November, 2006.

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Baby Zinc has a significant impact on reducing child mortality, not

only in our country, but also across the globe. Now, Baby Zinc has

crossed the Bangladesh border and has started becoming popular

among paediatricians in Chad and Indonesia. New horizons for Baby

Zinc are being explored.

The nutritional status of Bangladeshi children of age bellow 5 years

causes deficiency of diffierent nutrients, about 50% of the

Bangladeshi children are suffering from moderate to severe

malnutrition. This malnutrition causes several diseases and increases

the child mortality and morbidity.

The data shows that diarrhoea is the main causes of child death

under 5 years in Bangladesh. The suzi projects outcome reveals that

use of zinc in childhood diarrhoea causes substantial development of

disease condition and reduces the mortality rate. Zinc reduce the

duration of diarrhoeal suffering and prevents further attack.

This research outcome and child mortality and morbidity condition

influence Bangladesh Governments to introduction the revised

“Golden Rules” of diarrhea treatment.

Considering the importance of zinc treatment for childhood

diarrhoea, the Ministry of Health & Family Planning revised its policy

15



guidelines and has included zinc treatment as the second golden

rule, right after ORS.

Previous Golden Rules Present

Golden Rules

3.2 IMC of BABY ZINC

Marketing communication process of "BABY ZINC" has been

conducted by the research partner- ICDDRB, the Manufacturer and

Marketer- The ACME Laboratories Ltd. and by the media partner-

Dhanshiri.

"BABY ZINC" is a medicinal product, usually medicinal products

promotional and marketing activities are regulated by the Drug

Administration and mass promotion is not allowed for medicinal

products. But "BABY ZINC" is different than other medicinal products,

its type, requirements and need for mass awareness provide it to

promote from all possible ways to develop mass awareness. As a

medicinal products doctor prescription is also required, so doctor

promotion is also done for "BABY ZINC".

Considering all these factor the following Promotional objectives are

set for "BABY ZINC":

16

1. Give the liquid food repeatedly.

2. Besides breast feeding, give the

regular food.

3. If necessary, contact with the

doctor or nearest health care center.

1. Give the liquid food repeatedly.

2. Give Zinc dispersible tablet.

3. Beside breast feeding, give the

regular food.

4. If necessary, contact with the

doctor or nearest health care center.



To aware the common people to give Baby Zinc tablet with ORS in

any diarrhoeal episode for their children (age between 6 months to 5

years).

To motivate the chemists to give the customers Baby Zinc tablet

while giving ORS for children.

To motivate the doctors to prescribe Baby Zinc with ORS for children.

3.3 Promotional message

The key messages for promotion of Baby Zinc are:

Zinc in addition to ORS, for any childhood diarrhoeal episode

Zinc treatment can prevent future episodes of diarrhoea, but the zinc

treatment must last 10 days.

The following types of promotional strategies or marketing

communication approaches are adopted for "BABY ZINC"

3.4 Promotional Acvities For Baby Zinc

"BABY ZINC" is a medicinal product, usually medicinal products

promotional and marketing activities are regulated by the Drug

Administration and mass promotion is not allowed for medicinal

products. But "BABY ZINC" is different than other medicinal products,

its type, requirements and need for mass awareness provide it to

promote from all possible ways to develop mass awareness. As a

medicinal products doctor prescription is also required, so doctor

promotion is also done for "BABY ZINC".

There are four main aspects of a promotional mix (or communication

mix ).

These are:

Advertising-

Any paid form of non-personal presentation and promotion of ideas,

goods, or services by an identified sponsor. Examples: Print ads,

17

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Advertising



radio, television, billboard, direct mail, brochures and catalogs,

signs, in-store displays, posters, motion pictures, Web pages, banner

ads, and emails.

Personal selling -

A process of helping and persuading one or more prospects to

purchase a good or service or to act on any idea through the use of

an oral presentation. Examples: Sales presentations, sales meetings,

sales training and incentive programs for intermediary salespeople,

samples, and telemarketing. Can be face-to-face or via telephone.

Sales promotion-

Incentives designed to stimulate the purchase or sale of a product,

usually in the short term. Examples: Coupons, sweepstakes,

contests, product samples, rebates, tie-ins, self-liquidating

premiums, trade shows, trade-ins, and exhibitions.

Public relations -

Non-paid non-personal stimulation of demand for a product, service,

or business unit by planting significant news about it or a favorable

presentation of it in the media. Examples: Newspaper and magazine

articles/reports, TVs and radio presentations, charitable

contributions, speeches, issue advertising, and seminars.

The following types of promotional activities have been taken for

"BABY ZINC":

Implemented Communication Program/Tools:

Communication programs are now being implemented by Dhansiri

Media production House with the prior approval of SUZY (Scaling Up

Zinc for Young Children) communication team. ACME, ICDDR,B and

Dhansiri are the partner of this communication. The aim of

communication campaign is to disseminate the message to all

segments of the Bangladeshi population including health providers,

parents/caretakers.

18

http://en.wikipedia.org/wiki/Personal_selling

http://en.wikipedia.org/wiki/Sales_promotion

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Personal_selling

http://en.wikipedia.org/wiki/Sales_promotion

http://en.wikipedia.org/wiki/Public_relations



Last year the following programs or mass promotional tools have

been implemented by Dhansiri-

o Grand Launching Program

o Divisional Launching Program

o Press Conferences

o Courtyard Meeting

o TV and Radio Ad.

o Poster

o

Billboardo Wall painting

o Bus Branding

o Press Advertisements

Grand Launching of Baby Zinc

In an unprecedented partnership between public health and business

in Bangladesh, The ACME Laboratories Ltd, Dhansiri and ICDDR,Blaunched Baby Zinc on 23 November 2006 at Bangladesh-China

Friendship Conference Center in Dhaka. National Professor Dr. MR

Khan was present as chief guest & renowned vocalist Runa Laila who

is also a spokeperson of the UNAIDS in Bangladesh against HIV/AIDS,

was present in the program as the guest of honor.

19Picture from the Grand Launching program



The objective of the program was to create a positive awareness and

image of BABY ZINC, where the professor MR Khan's speech created

a trusted value to all. The launching program was very much

successful are the new was telecasted to different TV channels and

published in different newspapers.

Divisional Launching Programs

After the grand launching program Divisional launching programs are

arranged sequentially to all (Rajshahi, Khulna, Cittagong, Barsha and

Sylhet) divisional cities. Usually the launching program was presided

the Civil Surgeon of the Divisional Hospitals and opinion leaderpediatricians of that division. Discussion on the role of zinc in

childhood diarrhea was the prime issue of the programs and along

with that some promotional materials like literate, pen, news letters

are provided to the doctors.

Press Conferences

Press conferences are conducted several times for the press release

of the information, news and events of BABY ZINC.

Courtyard Meeting

Courtyard Meeting is the type of promotional campaign, where a

social gathering of mothers in the villages was arranged. In this

meeting the moderators discussed with the mothers about their

children's health from different angle and from that discussion

basically childhood diarrhea related things are discussed. In these

20



cases roles of BABY ZINC (Zinc) in diarrhea are discussed.

Requirement and advantages of BABY ZINC are also highlighted in

the courtyard meeting. A special coordinated team has conducted

this meeting throughout the country.

3.4.1 Advertising

3.4.1.1 TV and Radio Ad

TV and radio advertisement has been developed with the same

promotional message ' Zinc in addition to ORS, for any childhood

21

Sample of Courtyard Meeting



diarrhoeal episode' where the disease condition and the solution has

been stated as mean-end chain theory of advertisement.

In this TV commercial a new health message ' we will be able, we will

win' by using BABY ZINC in child hood diarrhea disseminating

throughout the country by two cute children.

22

A snap from the TV advertisement

A snap from the TV ad



This is a TV cartoon advertisement expressed the necessity of zinc or

BABY ZINC in case of childhood diarrhea.

3.4.1.2 Poster

As a promotional material several poster of BABY ZINC has been

developed with the key message in Bangla. In the poster some

information like the advantages, the highlighting points, and intake

procedure is used additional along with the main message. Posters

are published in Bangla, because this awareness program or

information were provided to the common people of Bangladesh.

23



3.4.1.3 Billboard

Two types of billboards are throughout the country at roadsides,

public places, high ways highlighting the main promotional message

and some related highlighting points.

24

Poster in Bangla Poster in Bangla



3.4.1.4 Wall painting

Wall paintings are done basically in divisional cities highlighting the

key message ' Zinc in addition to ORS, for any childhood diarrheal

episode '. Walls of the major roadsides are selected for painting.

25

Billboard - 1

Billboard -2



3.4.1.5 Bus Branding

Bus Branding was an effective tool; some busses in Dhaka city and

some busses of highways are branded with the key message of BABY

ZINC. Mass people observe the busses run in the Dhaka city and

throughout the country, people can then get to know the

promotional message of baby zinc.

3.4.1.6 Press Advertisements

Other than press release, press conferences and articles in health

page several press advertisements have been published in popular

daily and weekly newspapers. These press advertisements were

26

Wall painting

Wall painting

Bus Branding (Inside Dhaka)



published several times, which contains mainly the indications,

highlighting points, key message, target groups etc.

27



3.4.2 Personal Selling

The ACME Laboratories Ltd. through field persons has conducted

personal promotional programs.

Last year the following programs or promotional tools have been

implemented through ACME'S channel-

o Literature

o Scientific Seminar & PC conference (collaboration

between ACME & ICDDR,B)

o Ad. in different journals & souvenirs

o Provide SUZY news letter to potential doctors

o Training program for FPs

o Free Sample

o Sticker

3.4.2.1 Literature

Literature is a type of promotional items used for the pharmaceutical

products contains all the related information with color and design.

This literature is detailed to the target doctors by the Medical

Representatives. Literatures contain all the prescribing information.

A literature is introduced on a theme related to the products feature

or advantages. In BABY ZINC literature front page is designed with a

group of carton children flying the kite and at the bottom there the

main brand slogan cring.....cring... is started and BABY ZINC shows at

the next page. In the next pages of the literature different

highlighting points are arranged with explanation.

28



29



30

Pages from Literature of



A page from Literature of Baby Zinc

3.4.2.2 Scientific Seminar & PC conference (collaboration

between ACME & ICDDR,B)

Scientific seminars are arranged with the participation of doctors and

researcher of BABY ZINC. In this seminar different research out

comes and some post-marketing patient response are discussed.

Scientific seminars for BABY ZINC are arranged mainly in the medical

colleges.

3.4.2.3 Ad. in different journals & souvenirs

Different medical journals and souvenirs, which are especially

published and read by medical professionals, so it work as a direct

influential factor. These journals also disseminate to different target

doctor.

3.4.2.4 Provide SUZY news letter to potential doctors

31



SUZY newsletter is especially contains the new, clinical trials, articles

related to childhood diarrhea and use of zinc in this cases both in

Bangla and English. This new letter is published by the ICDDRB. This

SUZY newsletter published quarterly. These newsletter are

disseminate to the doctors by the MRs of ACME.

3.4.2.5 Training program for FPs

Field persons of ACME are trained on BABY ZINC regularly, who

contract to the doctors and Chemists. Sales representatives are also

trained six monthly as they regularly meet the chemists.

3.4.2.6 Free Sample

Free sample is a good promotional item. Medical representatives

provide free samples to the doctors in their regular visit. Doctors are

requested to use these samples to their next patients, if the patient

gets satisfactory result, the doctor is then requested to prescribe the

drugs.

3.4.2.7 Sticker

Sticker is a small printing promotional item, especially for the

doctors and chemist and for the customer to remember the name of

32

Physician sample



the product with the main message to the product. In the bellow

picture the sticker of BABY ZINC, which contains the main

promotional message of the product, which are basically, affixed at

the doctor chamber and chemist shops.

33

Sticker



Sticker

34



3.4.3 Sales Promotion

The following Sales Promotional activities have been conducted by

The ACME Laboratories Ltd.o Incentives

o Samples

3.4.3.1 Incentives

The incentive program taken as a sales promotional policy for BABY

ZINC is cash incentives. The Medical Representatives are offered a

cash incentives on their monthly and quarterly target achievements. The discount incentives also offered to the chemists on a minimum

amount of order. These amounts are selected as per company policy

in different times.

3.4.3.2 Samples

BABY ZINC is OTC product and no prescription is obligatory to sell or

buy it. So some times free samples are offered to the chemists tofaceplate their sales.

3.4.4 Public Relation

The activities to develop public awareness and to create good Public

relation have been taken both by the ICDDRB and The ACME

Laboratories Ltd.-

o Sponsoring sports & cultural program

o Folk Song

o Training program for Civil surgeons, UHFPO and IMCI

project related health worker with different Video

documentary

o National Paediatric Conference

o Seminar & conference with Paeditricinas and PCs

(collaboration between ACME & ICDDR,B)

35



o International Zinc Conference (Provide SUZY news letter

to potential doctors)

o TV and Radio Program

o Donation of Baby Zinc in flood affected areas

o Press Articles

36



3.4.4.1 Sponsoring sports & cultural program

BABY ZINC has sponsored some sport and cultural programs like The

National Tennis Champion Cup 2007 at Rajshahi, National Children

Poem Festival 2007 at Dhaka and such many local sports are also

sponsored.

3.4.4..2 Folk Song

Folk songs are favorite tradition to our local people. So promotional

campaign through folk song was implemented to develop public

awareness. This approach was taken to make the process favorite

and easy memorable. It was also effective to create brand relation

and brand image with the general people.

3.4.4.3 Training program for Civil surgeons, UHFPO and IMCI

project related health worker with different video

documentary

Health workers of UHFPO and IMCI and civil surgeons meet the mass

people regularly, so their approach to mass awareness development

would be more effective. So Health workers and civil surgeons were

motivated through training to play this role. Many training modules,

promotional items were also supplied to them time to time.

3.4.4.4 National Paediatric Conference

National paediatric conference is the conference of the

paediatricians of the country. Maximum paediatritians united there.

They are the key opinion leader and role player of child health, so if

they are aware and motivated the total society will be conscious

about the danger of childhood diarrhea and role of zinc in the

diarrhea. In these conferences BABY ZINC is also highlighted with its

key message, advantages and treatment guidelines.

37



3.4.4.5 Seminar & conference with Paeditricinas and PCs

(collaboration between ACME & ICDDR,B)

Workshops with the Paediatricians

The SUZY Project organized a series of workshops with the leading

paediatricians of Bangladesh that updated them on the scaling up

zinc for the treatment of childhood diarrhoea in Bangladesh.

Professors, associate professors and assistant professors of

paediatrics in medical colleges across the country attended the

workshop.

The liveliest part of the workshop was the open discussion session

where the pediatricians came up with their views and shared their

experiences. Overall, they expressed their satisfaction with the

scaling up activities.

They suggested to include the efficacy of zinc in childhood diarrhoea

in the medical education curriculum.

They also supported the need to emphasize the use of ORS along

with zinc whenever promoting Baby Zinc in the mass media. In that

way caregivers will not have the misconception that zinc is a

substitute for ORS

38



Orientation & Information sharing with the front line health

managers of districts & sub-districts

Under the auspices of Integrated Management of Childhood Illnesses

(IMCI), Directorate General of Health Services (DGHS) and the SUZY

Project of ICDDR,B organized an orientation and information sharing

session in ICDDR,B, Dhaka. It was a series of half-day sessions for

front line healthcare managers of the public health sector in districts

and ’upazilas’ (sub-districts) on zinc treatment for young children

with diarrhoea in Bangladesh. All the civil surgeons, who act as the

focal points of the districts, and upazila health and family planning

officers (UH&FPOs), who act as the focal points at the sub-district

level, were included as participants in the orientation programme.

The divisional directors were also invited in the programme.

In Bangladesh, there are 464 UH&FPOs, 64 civil surgeons and 6

divisional directors in the public health sector. The programme was

conducted over nine days between May 31 and June 13, 2007 to

include all the public health sector health managers in different

sessions.

39



The Director General of DGHS inaugurated the nine-day programme.

From the same department, the Director of primary health care and

Line Director, essential services delivery, Programme Manager of

child health and Programme Manager of IMCI were present in various

sessions to discuss important issues with participants.

The sessions comprised an overview and updates of the scale up

activities of zinc treatment in Bangladesh, detailed information on its

use in childhood diarrhoea and the public sector initiative on

management of diarrhoea among under-five children.

The liveliest part of the session was the open discussion where the

participants ask their questions and interact. They came up with

many questions related to use of zinc in diarrhoea, distribution to the

public health facilities, and the side effects of zinc. They also shared

their thoughts on this type of treatment for childhood diarrhoea. The

SUZY Project Head Dr Charles P Larson and Programme Manager of

IMCI Dr Altaf Hossain responded to the queries during the open

discussion, and Mr Rafiqul Islam, Director (Marketing & Sales) of the

ACME Laboratories Limited - the Baby Zinc manufacturer in the

country - was also present in some sessions to answer questions.

40



3.4.4.6 International Zinc Conference (Provide SUZY news

letter to potential doctors)

1. Conference in April 2004

"Recent Research Findings in Support of Scaling Up Zinc"

The First International Conference on Scaling Up Zinc Treatment for

Young Children (SUZY) with Diarrhoea, entitled "Recent Research

Findings in Support of Scaling Up Zinc", was held at ICDDR,B’s

Sasakawa Auditorium on 19 April 2004.


"Bringing Zinc to the People"

The Second International Conference of the SUZY project was held on

17 and 18 April 2005 at ICDDR,B’s Sasakawa Auditorium, entitled

"Bringing Zinc to the People".


"Recent Advances in Scaling Up Zinc"

The Third International Conference of the SUZY project was held on

24 and 25 April 2006 at ICDDR,B’s Sasakawa Auditorium, entitled "

Recent Advances in Scaling Up Zinc".

41



4. Conference in May 2007

Scaling Up Zinc - The Way Forward

The Forth International Conference of the SUZY Project was held on

6 and 7 May 2007 at the Sasakawa Auditorium of ICDDR,B. The title

of the confeerence was "Scaling Up Zinc - The Way Forward".

3.4.4.7 TV and Radio Program

Some TV and radio programs like the mini drama, serial drama, and

discussion programs broadcasted and telecasted several times. Inmost of the programs the same key message was used Zinc in

addition to ORS, for any childhood diarrhoeal episode

In this social awareness program the theme was to raise the

requirement of BABBY ZINC in diarrhea. Objective is to develop

awareness in different diarrhea related maters and its solution.

3.4.4.8 Donation of Baby Zinc in flood affected areas

Diarrhea occurs as epidemic in flood affected areas especially when

flood water decreased. In that the free BABY ZINC tablets are

provided to the flood affected people and to the patients.

3.4.4.9 Press Articles

Press articles are published from the expert and professional

opinions in health page of the different newspapers. These articles

are especially published during the diarrhea seasons. Main objective

42



is to develop awareness of the common people. Newspapers have a

valued credibility; this credibility is used to develop awareness.

43



3.5 Role of Bangladesh Government

Introduction of revised Golden Rules:

Considering the importance of zinc treatment for childhood

diarrhoea, the Ministry of Health & Family Planning revised its policy

guidelines and has included zinc treatment as the second golden

rule, right after ORS. The addition of zinc tablet with ORS will help to

reduce child mortality due to diarrhoea.

Providing training & distribution of Baby Zinc tablet in all Thana

Health Complexes (THC): To ensure the use of zinc tablet in diarrhoea for children throughout

Bangladesh, the Health Ministry in collaboration with ICDDR,B has

provided training to all Civil Surgeons & Upazila Health & Family

Planning Officers (UHFPO) & after that it has given free Baby Zinc

tablets to all Government Hospitals & THCs.

44



3.6 Levels of Awareness

Before the launching of the new zinc dispersible tablet a pre-launch

survey was conducted in 2006 by ICDDR,B. Thereafter, post-launch

surveys are taking place every three months & will continue until

May,2008. Thus far two post-launch surveys’ reports have been

collected – one from December 2006 to February 2007 & the other

from March to May 2007. In these nationally representative, cross-

sectional cluster-sample surveys the target population was sub-

grouped under three strata: city corporation (metropolitan), district

municipality (urban) & rural populations. The respondents are

caregivers of a child who has had a diarrhoeal illness of at least two

days’ duration in the past two weeks.

Analyzing the data, it was found that with the passing of time, the

use of zinc as a treatment for childhood diarrhoea has been

increasing. In the pre-launch survey, it was found that only 7% of

caregivers reported to use zinc & 90% of cases it was syrup, rather

than zinc tablets. But the use of zinc tablets more than doubled to

18% during the second post-launch survey, and the use of syrup

decreased significantly. The data of the second post-launch survey

also shows that knowledge about zinc treatment in childhood

45

Change in zinc use in childhood diarrhoea after Baby Zinc

launching

7.3

12.2

17.5

0

2

4

6

8

10

12

14

16

18

20

3 months before 3 months after 6 months after % o

f c h i l d r e n u s i n g z i n



diarrhoea increased tremendously, almost doubling compared to the

first post-launch survey.

The level of awareness of individual group of population is

discussed below.

To the consumers (caretakers/parents of diarrhoea patients):

After huge campaigning for last one year, common people has

known about Baby Zinc tablet but has not become aware of

administering Baby Zinc tablet with ORS in diarrhoea for their

children upto the optimum label. Till now, a large portion of people

giving ORS to their children in diarrhoea but not giving Baby Zinc

tablet. In some cases, they are giving both ORS & Baby Zinc but

when diarrhoea stops, they also stop giving Baby Zinc as like as

stopping ORS. But Baby Zinc is recommended to take one tablet

each day for 10 days, although diarrhoea stops.

To the chemists (medicine sellers/dispensers):

Baby Zinc is available almost in all chemist shops & almost all

chemists know about Baby Zinc. But the chemists are not yet

motivated to give Baby Zinc tablet along with ORS to the customers

who come to take ORS for the diarrhoea of their children.

To the doctors (medicine prescribers):

Doctors’ community has accepted the new invention of using Baby

Zinc in conjunction with ORS in childhood diarrhoea. An eminent

doctor termed “Baby Zinc as the Best Invention of this century” in a

seminar. In different scientific seminars, eminent doctors of our

country highly appreciated this medicine & they are prescribing the

medicine in their regular practices. But the doctors’ prescription

habit is not yet up to optimum level. All doctors are well-informed

about this medicine through mass media & continuous hammering

by the medical representatives of The ACME Laboratories Ltd.

46



A mother/caretaker being interviewed to collect information

on any side-effects after feeding Baby Zinc to her child

47



CHAPTER 4

CONCLUSION AND RECOMMENDATION

The communication tools or programs have been taken for BABY

ZINC covers all the target market segment of the product. Its main

promotional or brand messages "Zinc in addition to ORS, for any

childhood diarrhoeal episode" states it positioning clearly. All the

promotional campaign and tools have been integrated efficiently and

effectively. The promotional programs are parallel to each other to

covers all the target market and convey the same message.

Through the mass media campaign & active promotion throughout

the last one & a half years, Baby Zinc has been reached almost to all

sectors of Bangladeshi population. But the practice of giving Baby

Zinc in conjunction with ORS for the children of 6 months to five

years has not yet been reached to the optimum level. So there must

be continuous follow-up promotion through mass media as well as

active promotion. Thus such a day will come when the consumers

will be habituated to buy a Baby Zinc while buying ORS for any

diarrhoeal episode of their children.

The Baby Zinc Communication team should involve national and

international NGOs, Institute for Child and Mother Health & other

opinion leaders in rural areas & also should arrange seminar and

symposium frequently in rural, urban & sub-urban areas. It is very

much positive that the Ministry of Health & Family Planning has

concrete working relations with the ICDDR,B and is continuing

support to its activities for Baby Zinc communication campaign. If

Baby Zinc can be successfully established for childhood diarrhoea in

all levels of Bangladeshi population, this would substantially

contribute towards the achievement of the Millennium Development

48



Goal-4 that aims at reducing child (under five) mortality by two-

thirds by 2015, as Bangladesh is committed to achieving this goal.

49



Appendix I

PRODUCT PROFILE

Brand Name: Baby Zinc

Generic: Zinc (as Zinc Sulfate Monohydrate)

Dosage Form & Strength: Dispersible tablet, Zinc 20 mg.

Indication: Baby Zinc is indicated for the treatment of diarrhoea with

Oral Rehydration

Salts (ORS) in children between 6 months and 5 years of

age.

Dosage & Administration: Zinc should be given as soon as diarrhoea

starts. Children (between 6 months to 5 years): 1 tablet once daily

for 10 consecutive days.If the child vomits after giving zinc wait for

one hour. If there is no further vomiting give the child another dose

of zinc. or as directed by the physician.

Pack Size: Each box contains 10 x 10 tablets in blister pack.

Unit Price (MRP with VAT):Tk.1.75/Tablet

Prescription Status: OTC

Direction for use:

1



Appendix II

Product benefit

Baby Zinc is used in the treatment of childhood diarrhoea as it

reduces the length & severity of diarrhoea & ensures quicker

recovery whereas ORS only rehydrates the body in diarrhoea.

Besides, Baby Zinc provides the children immunity against future

episodes of diarrhoea for at least three months.

As a dispersible tablet form, it is easily administrable. If one Baby

Zinc tablet is kept in tablespoonful water, it dissolves quickly which

children can swallow easily.

It is cheap and an easy-to-carry formulation with longer shelf-life.

Children-loving vanilla flavored tablet.

2



Appendix III

REFERENCES

1. www.icddrb.org

2. www.acmeglobal.com

3. SUZU News, Vol.4, No.1, published in August 2007

4. The Daily Star, Fri. November 24, 2006

5. The New Nation, Sun, 6 May 2007.

6. Fri. November 24, 2006Fri. November 24, 2006

http://www.icddrb.org/

http://www.acmeglobal.com/

http://www.icddrb.org/

http://www.acmeglobal.com/

imc of baby zinc

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