Zithrokan Marketing Campaign

www.proteamegypt.
com
ProTeam Egypt
Zithrokan Marketing Campaign Proposal 13.8.2010

SITUATION ANALYSIS
2
www.proteamegypt.com
Market situation
Primary Heavy secondary Product name Customer
competition competition complication behavior
Busy and Well known

declining market active ingredient
due to resistance and indications
3
Objective
• Our objective is to create

• Zithrokan Branding
• New product positioning
• Unique selling points
• Increase market share
• Create new tool to memorize Zithrokan name.
4
ACTION PLAN
5
Zithrokan Campaign
Branding
• It is a two year campaign.

Positioning
• Campaign preparation should be fully
Brand graving planed and designed.
• Customized sales force training programs

Competition shift for maximum implementation.
Indication hammering
6
1 2 3 4 5 6 7 8 9 10 11 12
Branding
Positioning
Brand graving
CS CS
Action Plan 7
12 month plan
Agenda
1. Branding
2. Positioning
3. Brand graving
4. Competition shift
5. Indication hammering
8
Zithrokan brand name
1. BRANDING 9
1. Branding
Zithrokan,, THE BRAND Items

• Brand name • New Iconic
• Indications • None drop brochure
• Target segments • The ½ flyer
• USPs • GP education materials
• Compatibility .
10
Iconic,, brand name
• Why Iconic
• Help in brand name reminding
• Force reader to read it as Zithrokan
• Reflect indication
• Used as advertising tool and material
We are hammering on
• Iconic element the sub- conscious .
• Represent product name
• Reflect indication
• Catchy
• Simple and new 11
ZithroKan
People read only the small words.. Or the read the 1st part, and
complete the rest from the sub-conscious (always the big brands)…
Pack 12
Iconic
13
None drop brochure
Why non-drop content

• Concentrate production budget • The scientific materials
• Doctors mainly don’t save the • Efficacy
brochure (we will use
• Compliance
• the ½ flyer and
• education materials or • The number 3 factor
• block-note, • Chest infections
• costars ,
• New way for delivering infection
• patent card ,
message
• leather agenda
• Cost ineffective • Safety
14
½ flyer
• Each one contain one message only • Describe patient profile, multiple
• Materials will reflect product image doses complication.
• Simple and one message content
15
½ flyer
16
½ flyer
17
Education - Chest infection
• GP are mainly fresh graduated doctors.
18
19
20
21
Battle of your mind
2. POSITIONING 22
2. Positioning
• Focus on Patent profile

• Personalize patient situation
• Motivated by emotional and • Let them say “NOW YOU
real life situations CAN”
• Create a local and Egyptian
atmosphere between Doctors
and the product
23
24
25
Gimmicks
• costars
26
Gimmicks
• Block-Notes
27
Gain more market share
COMPETITIVE SHIFT 28
Objective
• Our objective in this phase to

elevate our market share..
• Use powerful USPs
• Hit on competitors week
points,, convert them to our
strong point
29
Competition
Competition
Primary Secondary
New
The big 5 30
generations
• Three steps:
1. Select the big name
2. Crack the big name
3. The Swiss watch campaign
The Primary competition 31

• Two steps:
• Select the big name
• Crack the big name
• Hit hard from the start campaign
The big 5 32
• Some say “Zithrokan develop resistance”
• We say, “they only need to make money,, we own RTI market ,,
safe and effective ”
The New generation 33

Back from the start
INDICATION HAMMERING 34
MARKET SHARE AND SUSTAINED CAMPAIGN 35
Thanks
ProTeam Egypt
36
• E-mail: info@proteamegypt.com
• Mob. : (+2) 012 170 60 50 - (+2) 010 74 20 147
Contact us • Tel. & Fax. : (+2) 227 308 40 - (+2) 02 263 68 295
• Fax: (+2) 227 430 90
If you have an enquiry regarding an exciting new
• Address : 34A, El-Hegaz St., Heliopolis, Cairo,
project, or would like to discuss any future Egypt
projects you may have in mind, feel free to drop
a mail, or call us on our contact: Also you can visit our website:
www.proteamegypt.com/home
37
BY: ABDULRHMAN ATTIA TANTAWY
Arhman.Tantawy@gmail.com
002 010 74 20 147

Zithrokan Marketing Campaign

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Zithrokan Marketing Campaign

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www.proteamegypt.

Zithrokan Marketing Campaign Proposal 13.8.2010

Primary Heavy secondary Product name Customer

Busy and Well known

• Our objective is to create

• Create new tool to memorize Zithrokan name.

• It is a two year campaign.

• Customized sales force training programs

Zithrokan,, THE BRAND Items

Why non-drop content

• Cost ineffective • Safety

• Focus on Patent profile

• Our objective in this phase to

The Primary competition 31

The New generation 33

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