prasad mangipudi-v.p-aurobindo pharma prof arvindsahay-iim...
TRANSCRIPT
Operation Brand Operation Brand Pharma IndiaPharma India
P R A S A D M A N G I P U D I - V . P - A U R O B I N D O P H A R M AP R O F A R V I N D S A H A Y - I I M A H M E D A B A D
The ide a
To launch aTo launch aWell thought through, well funded muti-media, mutli-activity medium term ( 3-5yr) global campaign Fully supported by all the stakeholdersTo establish India firmly as the first choice pharma partner for the entire global pharma fraternitypartner for the entire global pharma fraternityFor the entire spectrum of pharma services
Brand Pharma India
Ke y o bje ctive s
To raise the awareness of Indian pharma success storyTo raise the awareness of Indian pharma success storyTo improve the credibility of the industryTo showcase Indias entire set of strengths- both tangible To showcase Indias entire set of strengths- both tangible and intangibleTo protect if from dubious attacksTo position India as premium value destination
Brand Pharma India
Targe t audie n ce
Decision makers of leading pharma companies of the Decision makers of leading pharma companies of the worldMoH and policy makers of various countriesMembers of regulatory bodiesLocal pharma bodiesDistributors in regulated marketsLocal media
Brand Pharma India
Bran d In dia- w hat it s tan ds fo r
The approachThe approachAn umbrella brand messageSpecific customised sub-brand messages to various Specific customised sub-brand messages to various target audiences mentioned earlierBrand message will be the combination of functional as well as emotional, tangible and intangible elementswell as emotional, tangible and intangible elementsFunctional elements will differentiate it from the other playersplayersEmotional elements will help in connecting
Brand Pharma India
Um bre lla bran d m e ssage
Brand Pharma India
TA spe cific m e ssage s
Target Audience Sub Brand messageTarget Audience Sub Brand message
MNCs Reliable, cost effective & efficient partner for CRAMs & other support services
Large Pharma cos The place for any product, any quantity for any Large Pharma cos The place for any product, any quantity for any specifications at competitive value
Regulators We can be sure about their quality, the compliance of best practicescompliance of best practices
MoH officials Indian pharma understands our health care needs & can deliver right solutions which benefit our people
Consumers I can get highly affordable drugs with world class quality! I can choose Indian pharmaproducts with absolute confidence
Brand Pharma India
Ke y po in ts o f the cam paign
It s a campaign of the industry, by the industry and for the industryindustryGoing to be a truly global campaignWill be implemented in a very professional way after Will be implemented in a very professional way after extensive ground workPhase I will last 3-4 yearsPhase I will last 3-4 yearsA 360 degree exercise touching the TA in more ways than one to create lasting impactIndustry need to come together to put down dos and donts
Brand Pharma India
Im ple m e n tatio n plan
Categorise markets and prioritise them based in the Categorise markets and prioritise them based in the following parameters:Market sizeGrowth ratesMarket share of Indian pharmaGrowth of Indian pharma shareIndia friendliness
Brand Pharma India
Ele m e n ts o f the cam paign
Visual logo or Mnemonic on the lines of intel insideVisual logo or Mnemonic on the lines of intel insideVisual representation of Brand Pharma India to cut across the language barriersWill go on lot of material including the packaging material
Brand Pharma India
Ad cam paign
Ads in leading pharma journals and magazinesAds in leading pharma journals and magazinesOn line ads on important pharma portals
Brand Pharma India
W e bs ite
An exclusive website to promote Brand IndiaAn exclusive website to promote Brand IndiaWill be single point source of quality Indian products & servicesWill promote success stories, case studiesWill be interactive
Brand Pharma India
Bran d In dia film
A video film showcasing Indias strengths and capabilities A video film showcasing Indias strengths and capabilities & success storiesWill be screened at various events, exhibitions, road shows, conferencesshows, conferencesCDs of the film will also be distributed amongst the target audienceaudience
Brand Pharma India
Exhibitio n s
Taking part in select exhibitions with Brand India stallTaking part in select exhibitions with Brand India stallPromote Indias strengths on one on one basisMight tie up with someone like UBM media for special Might tie up with someone like UBM media for special promotional packages
Brand Pharma India
Spe ake rs at co n fe re n ce s
Will create a pool of expert speakers on various Will create a pool of expert speakers on various topics/areas from the industryThey will be taking part in various international conferences/seminars/workshops to showcase Indias conferences/seminars/workshops to showcase Indias strengthsAlso conduct exclusive workshops in select countriesAlso conduct exclusive workshops in select countries
Brand Pharma India
PR cam paign
Will be using the press /media extensively to create a Will be using the press /media extensively to create a strong positive word of mouthCultivating key media personnel in key marketsPlanting stories in local mediaTechnical articles from Indian expertsRegular press conferencesOrientation visits for the international media people
Brand Pharma India
Ro ad sho w s an d gro un d e ve n ts
Exclusive brand India shows/events for the various Exclusive brand India shows/events for the various Target Audience in select countries- combination of exhibitions/seminars/presentations/ press conference
Brand Pharma India
Spo n so re d vis its
Organised sponsored visits of key Target Audience to Organised sponsored visits of key Target Audience to experience brand India
Brand Pharma India
Bran d Am bassado r
We could have a brand ambassador someone like Nobel We could have a brand ambassador someone like Nobel chemistry prize winner _ Prof V Ramkrishnan to promote Indias science strengths- loud thought
Brand Pharma India
Othe r ke y po in ts
We will be launching it to the industry through a formal We will be launching it to the industry through a formal launch functionThere will be orientation programs for the sales and marketing teams as to how to contribute to this exercisemarketing teams as to how to contribute to this exerciseCirculation of dos & donts for the industry to ensure that there is no gap between brand promise and that there is no gap between brand promise and delivery !
Brand Pharma India
H o w do w e m e asure
Through a perception shift studyThrough a perception shift studyThrough feedback from the industry personnel
Brand Pharma India
Fun din g an d te am
The projected out lay for the phase-1 ( 3 years) is around The projected out lay for the phase-1 ( 3 years) is around Rs. 30 croresMoC has agreed to fund the majority of the funds required and the balance from the industryrequired and the balance from the industryThere will be a Brand India team leader to drive this whole exercise + IIM- Ahmedabadwhole exercise + IIM- AhmedabadA no of professional agencies brand identity, advertising, PR, on line, event management- agencies will advertising, PR, on line, event management- agencies will be involved in the implementationTo ensure a very professional implementationTo ensure a very professional implementation
Brand Pharma India
Fin al w o rd
It s the campaign by the industry, of the industry for the It s the campaign by the industry, of the industry for the industryUnless the entire industry comes on board and supports it wholeheartedly this campaign will not succeedit wholeheartedly this campaign will not succeedGovt is keen and willing to support now its up to us
Brand Pharma India