rd lezione 11 marco poggesi
TRANSCRIPT
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BRAND MANAGEMENT E MERCATO FARMACEUTICO Marco Poggesi
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Agenda Il brand management Il mercato farmaceutico
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Marketing diversi
B2C B2B
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Canali distributivi
AZIENDA DISTRIBUTRICE
AZIENDA PRODUTTRICE
GROSSISTA
RETAIL
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Marketing e Vendite
BU
Marketing Vendite
Marketing Gestione dei BRAND a medio lungo termine a 360^
Marketing Generazione del fatturato per l’azienda
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Il brand Ricerca
Packaging
Prezzo
Lancio
Distribuzione
Comunicazione
Media
Redditivitá
…
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Il brand manager • E’ la figura che in azienda é responsabile di tutti gli
aspetti che riguardano i brand assegnati
• E’ inoltre responsabile della definizione della strategia di sviluppo dei propri brand e della successiva implementazione
Ricerca e sviluppo, packaging, prezzo al pubblico, prezzo al retail, conto economico del prodotto, ricerche di mercato, sviluppo comunicazione, investimenti media, monitoraggio perforance di vendita, training forza vendita, aspetti legali, aspetti regolatori,…
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Le caratteristiche
• Curiosità • Passione
• Spirito imprenditoriale
• Capacitá relazionali
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“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”
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Il percorso professionale Marketing Director
Category Manager
Sr. Brand Manager
Brand Manager
Jr. Brand Manager
Assistant Brand Manager
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Il Mondo Farmaceutico
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Il Mondo Farmaceutico
FARMACI CON PRESCRIZIONE FARMACI DA BANCO - OTC
Driver: Medico (Farmacista x generici) Marketing: Informazione medico scientifica Vietata la comunicazione diretta al consumatore
Driver: Consumatore e Farmacista Marketing: FMCG
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Il Canale Farmacia AZIENDA DISTRIBUTRICE
GROSSISTA
17.000 FARMACIE 2.000 PARAFARMACIE
200 CORNER GDO
Farmaci RX Rimborsabili Farmaci RX non Rimborsabili Farmaci OTC Integratori Cosmetici
Farmaci OTC Integratori Cosmetici
Farmaci OTC Integratori Cosmetici
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Un caso aziendale
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Correva l’anno 2001
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Un principio attivo
• Ibuprofene 200 mg
• Indicazioni: Analgesico per dolori di varia origine e natura
• Forma: softgelà azione rapida (IL PRIMO!)
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Un leader assoluto
ANTISPASTICO – MAL DI PANCIA
LEADER DI MERCATO
BRAND AWARENESS 95%
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DYSMENORRHOEA
STRONG CRAMPS INTENSE
GENERALIZED PAIN
BUSCOPAN GENERAL SPECIFIC
ANALGESICS
Il punto di vista del consumatore
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2001
85%
8%
Generalistics
Specifics for menstrual pains
7%
Generalistics used for menstrual pains
HUGE MARKET HIGH COMPETITION
Il mercato dell’analgesia
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L’obiettivo
Entrare nel mercato dell’analgesia, con un posizionamento specifico, sfruttando I valori del brand buscopan, con il primo ibuprofene softgel.
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Nasce…
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Nasce…
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Buscofen
Posizionamento: analgesico specifico per I dolori mestruali Target: donna USP: agisce più rapidamente grazie alla forma in softgel Prezzo: premium price
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La comunicazione
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Che cosa vi trasmette?
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Le vendite
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2000 2001 2002 2003
Mestrual Pain Market
2.237 2.231 2.480 2.550
BUSCOFEN - 185 8%
634 26%
856 34%
ANTALGIL 1.174 52%
1.061 47%
912 37% 807 32%
MOMENT ROSA 901 40% 864 39%
821 33% 792 31%
DOLOCYL 162 8% 121 6%
113 4% 95 3%
Source:AC Nielsen 2004
Leader nel segmento dei dolori mestruali
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2007: la nuova comunicazione
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Le prime proposte
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Il nuovo spot
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Un posizionamento che si allarga Dal Dolore Mestruale in senso stretto Ai sintomi del ciclo mestruale: mal di pancia, ma di testa, irritabilitá Un modo per allargare la SOURCE OF BUSINESS del prodotto
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Un piccola pausa
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Entrati dalla finestra…
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Per arrivare a…
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2009 Buscofen is proud to announce
2.000.000 units sold !!!!!
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Source of data: IMS
23.392 22.628 23.020 22.063-‐3,3% -‐3,3% -‐4,2%
100 100 100 100 MOMENT 200 32,6 31,9 32,3 32,2 MOMENTACT 14,1 17,3 15,4 17,4
ASPIRINA 16,9 14,8 16,0 14,1 BUSCOFEN 8,1 9,0 8,3 9,2 KETODOL 6,2 6,4 6,4 6,5
CIBALGINA DUE FAST 4,3 4,2 4,3 4,1NEOCIBALGINA 3,6 3,7 3,6 3,6
MOMENT ROSA 2,7 2,6 2,6 2,6ANTALGIL 2,5 2,2 2,4 2,2
CIBALGINAFOR 0,0 0,3 0,0 0,6 CIBALGINA DOL 0,7 0,5 0,6 0,5
MAT4 2010MAT4 2009
Total Market ('000 units)
Italy Analgesics 2008 2009
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Una scelta strategica
FOCUS TARGET Conquistare le giovani teenager
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Come faccio a contattare i giovani?
MEZZI
CONTENUTI
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Engage the youngest target
MTV & Buscofen Online (1.500.000 page views)
Gynaecologist Online: 5361 answered questions
Pink Pills 67.000 video download and viral activity
Google 89.000 clicked link to our services
Buzz activities
Promocard
Cinema
Fitness Club
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Over 33.000 facebook fan
LEISURE EDUCATIONAL NEW 2012
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From May each week
Be part of an interactive live lesson with one of the most important online makeup artist
Play a game each week and be one of the top 8 lucky girl!
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Lunastorta fan page
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Social & Viral Viral
Makeup artists promote videomakeup contest on their youtube channel and the post it on facebook page & twitter
http://www.youtube.com/MagicoTrucco https://www.facebook.com/pages/MagicoTruccoVanessa/165693913457722
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Teen TV ADV
Web & Social
lunastorta.it
32.000 facebook fan
Roar TVC + 10’’ lunastorta 2012 new activity promotion
Comunicare nei giusti territori
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Le chiavi del successo
• Il prodotto
• Il posizionamento distintivo
• La strategia di comunicazione
• LE PERSONE
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BRAND MANAGEMENT E MERCATO FARMACEUTICO Marco Poggesi [email protected]