Panadol

Did you know?
 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
13Price
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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