Panadol
Some people feel more pain than others. The reason is
probably perception. The brain works by association.
Ibuprofen is analgesic and anti-inflammatory but
Paracetamol is just analgesic.
The ‘dol’ in Panadol is derived from the Latin word ‘dolor’,
meaning pain
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Content
Objectives
Panadol Background Target Market Current Marketing Strategies 4P’s Analysis Options Conclusions Next Step
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Objectives
Analyse the current marketing strategies of Panadol Recommend new strategies for Panadol
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Panadol’s History
1956
Launched Australian market as a prescription medicine
1970
1980
1998
2007
Panadol is marketed for Panadol is first time in the introduced to consumers just Supermarkets. in PharmaciesNew packaging Panadol rapid was introduced was launched
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Panadol
It is the most widely available pain reliever in the world, and
leader in many.
It competes in the analgesic market, with generics products
and registered brands.
All Australian Panadol products are manufactured in
Sydney.
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Target Market
Panadol has segmented the market into adults andchildren´s presentations. Panadol Children’s: Parents Panadol Tab/ Caps : Australians 18+. Panadol Rapid : Younger female.
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Panadol
It is the most trusted brand of pain reliever in Australia. Panadol is a paracetamol, analgesic , effective
temporary relief of any kind of pain. =?????
It has led the innovation in pain relief, introducing
different forms andpresentations: tablets, caplets, capsules, suppositories, among others.
Also Panadol has included line extensions in different
markets: Cold & Flu, Osteo and Children’s market.
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Packaging
2 blister package Safety seal system????
Friendly design and
homogeneous. Relevant information for the patient. Introduced the last market leading innovation in design. Panadol Rapid
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Product
Panadol Tablets 24 Herron Capsules 24 Herron Bottle Tab 60 Panadol Tablets 50 Panadol Tablets 100
Price in Price per Price in Pharmacies tablet S/markets
2,99 2,99 4,69 5,69 8,99 0,12 0,12 0,08 0,11 0,09 2,99 2,56
Price per tablet
0,12 0,11
Psychological Pricing tactic. Cheaper prices per larger quantities.
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Distribution
2007 69% 22% 7% 1%
200669%
22%
7% 1%
0%
20%
40%
60%
80%
100%
Pharmacies / drugstores Convenience Stores
Supermarkets / hypermarkets Independent Retailers
Intensive Distribution Pharmacies are the main distribution channel
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Position on shelf
P. Rapid Panadol Children Panadol Panadol Back & Pain Nurofen Nurofen Paracetamol Coles Herron other products Ibuprofen Coles Advil PanadolPanadol Line 1 Line 2 Line 3 Line 4 Line 5 Line 6 Line 7 Line 8 Line 9
Panadol has 43% of the Analgesic shelf. It is located in
lines 1,2 and 3.
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Advertising
Glaxo is No. 1 in the top 10 of advertiser’s
pharmaceuticals companies in Australia ?????
Glaxo invested $25. 8 million during 2008, with 15
million supporting Panadol, across all media.
Glaxo uses all means ofcommunication to market
Panadol, emphasising the key factors of speed and effectiveness, including its suitability for all ages
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TV
Panadol’s target market covers a big portion of the
Population, with TV being ideal to reach a wide geographic coverage.
Panadol has been on TV all year, it is the biggest
portion in its budget.
Panadol commercials try to make an emotionallink
with the consumer and uses positives reinforcement.
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Magazines
This year Panadol has advertised in publications such
as Cosmopolitan and NW, the 2 lifestyle magazines most read in Australia. Magazines are good strategy for targets that share the same interest. They are also a good alternative for reaching specialized targets such as physicians and pediatricians.
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