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Lactecon and Duphalac

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by

Roman Matulik

on 26 March 2014

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Transcript of Lactecon and Duphalac

Duphalac and Lactecon 2013
Abbott
2003
established
2010
nr. 7
2011
nr. 7
2008
nr. 13
2012
nr. 8
TAAS
(Top advertising agencies in Slovakia)
Gross-income ranking
MARKETPLACE
SIZE
Source: MML-TGI, MEDIAN SK, 2011/12 4+1
Total population 14-79 (4 510 530)
Consumed laxatives in last 12 months
114,120 people - 2.53% of the population
SOCIODEMOGRAPHY in SK
OF TARGET GROUP
IN SLOVAKIA
CONSUMPTION OF MEDIA
(TG: LAXATIVES)
Reach %
Affinty
Source: MML-TGI, MEDIAN SK, 2011/12 4+1; CS:
LAXATIVES Did you take this kind of medicine in the past 12 months? = yes
Magazines
CONSUMPTION OF MEDIA
(TG: ALL 40-70)
Source: MML-TGI, MEDIAN SK, 2011/12 4+1
Reach %
Afinity
women
30+
TV = dominant media type
OOH
TV
Radio
Dailies
Internet
Cinema
Magazines
OOH
TV
Radio
Dailies
Internet
Cinema
TV + OOH
OF TARGET GROUP
CZECH REPUBLIC
Source: MML-TGI, MEDIAN CR, 2011/3+4
Total population 12-79 (8 463 000 people)
Consumed laxatives in last 12 months
455 000 people – 5.1% of population
SIZE
SOCIODEMOGRAPHY in CZ
women
40+
Source: MML-TGI, MEDIAN SK, 2011/12 4+1; CS:
LAXATIVES Did you take this kind of medicine in the past 12 months? = yes
Afinity and reach
(TG: all 40-70)
Source: MML-TGI, MEDIAN CR, 2011/3+4
Afinity and Reach
(TG: women 40-79)
TV = dominant media
EXPENCES SK
SALES SK
leader: Guttalax
2011: €1,36mio
Volume leader: Guttalax
2011: 207k units
EXPENCES CZ
SALES CZ
leader: Guttalax
2011: €800k*
Qualified estimate of net spendings
Prices in CZK
leader: Guttalax
2011: €260k*
Qualified estimate of net spendings
Total Market
2011: €6,1mio
Total Market
2011: €3,350k
Value leader: Duphalac
2011: €800k
Source: The Club of advertising agencies Slovakia (KRAS), the primary organization of advertising agencies in the Slovak market, the full member of The European Association of Communications Agencies (EACA).
TOP 10
Effectiveness in Effectivity
TOP 3
Effectivity is one of the only three agencies in Slovakia which got the Effie award(s) last year.
The Effie is the award for the most effective communication campaign in terms of sales/marketing/communication objectives versus overall spendings.

Source: The Club of advertising agencies Slovakia (KRAS)
Current clients
Former clients
Post Bank its daughter companies
Bank of the year in Slovakia 2010 and 2011
by The Banker, worldwide magazine, London
TOP Pharma accounts
Home appliances
IT
Other clients
Creative monitoring SK
Creative monitoring CZ
only 2.53%
only 5.1%
Best practices
The launch of Ellen – the first tampon probiotics. The campaign for SD Pharma SK.
Ellen – the guardian angel
Multilind and Mar Rhino
Other activities:
- Pharmacies (POS materials - special lighting stands, wobblers, leaflets, bags, t-shirts)
- Facebook application - Health of your facebook
Concept: "NONSTOP" = multivitamins working all-the-time
Product: Eunova - multivitamins with long-time effect
Eunova NONSTOP
Product
and its competition
MAIN COMPETITION PRODUCTS SK
LACTECON SK
OTC Medication
Active substance Lactulose
Syrup
Price:
5.80€/200 ml
11.40€/500 ml
OTHER COMPETITION PRODUCTS SK
OTHER COMPETITION PRODUCTS SK
OTHER COMPETITION PRODUCTS SK
Works for many other problems
DUPHALAC CZ
MAIN COMPETITION PRODUCTS CZ
OTHER COMPETITION PRODUCTS CZ
OTHER COMPETITION PRODUCTS CZ
OTHER COMPETITION PRODUCTS CZ
OTC Medication
Active substance Lactulose
Syrup
Strategy for CZ+SK
Big launch
Sales force - representatives
uantity
Serving all A-class and B-class pharmacies
uality
Pharmacist: "The 'waiter' convince me about nothing, I don't need a rep to read me the leaflet"
Q
Q
How many reps?
How good reps?
min. 10 reps for SR
+
min. 15 for CZ
university degree
OTC experience
relationshops with pharmacies
Consumer insight
Our key message
Source of business
Synergy
Pharmacist
ATL
Patient/Consumer
Doctor
Sales scheme
BTL
direct
"I suffer from constipation from time to time.
I don't want to use aggressive medicine.
I would prefer natural medicine that works reasonably fast."
Lactecon/Duphalac are efficacious laxatives

for long-term use.
Sales predictions - xls
flowchart
All activities in € and time
visits
calls
PR
e-mails
TV as dominant media
- OTC, not RX
- Gutallax (not heavy users)
- lactulose OTC laxatives
TREND SK of market:
VOLUME: started to rise very slighty in units
VALUE: rapidly rising in euros
TREND of CZ market:
VOLUME: slightly declining in units
VALUE: turned to rise in euros
Qualitative
interviews
learnings
why together:
because markets are similar:
in trends
one long-term leader
common buyer behavior
- effectivity, cost saving
Gastroval = medicament for improving digestion.
It contains natural enzymes and plant extracts.

We have prepared the creative concept, TVC 30”, POSMs at pharmacies, PR and B2B communication (for doctors and pharmacists).
Gastroval launch
Softec eye
Only Boehringer ingelheim is spending
Special TG
Pregnant women
Approx. 55% of pregnant women suffers from obstipation in the first trimester
Health Center Pharmacy Laboratorian
Hospital Pharmacist
Pharmacy Owner

(june/july 2012)
FACE TO FACE INTERVIEWS
TWO TYPES
OF PATIENTS
Affinity to accept advices
Patients with urgent problem
Patients open to suggestions
Advertising TV
Purchase
decision
The PERFECT medicine
Patients are not price sensitive due to expected short-term healing process
PRICE SENSITIVITY
Productive Age People
Accept higher price
Cheap medicine would probably be low quality
Old-Age Pensioner
Prefer the cheapest option because of low income
(-6.2%, +0.8%, +3.7%)
(+1.8%, +9.1%, +8.8%)
(-5.8%, -3.1%, -1.2%)
(-2.5%, +10.8%, +9.4%)
Affinity to refuse advices
Patients with chronic problems
Patients with permanent medicine
Factors influencing decision of patients
Own experience
Recommendations of friends
Pharmacist’s advice
Natural product
Tradition
Gentle to organism
Safe long-term use
Efficacious remedy
Quick effect
Solve the cause,
not only consequence
Elena, 48-year old office manager, Bratislava
OTC
RX
16,4%
4
2
11,4%
3,0%
5,2%
2,3%
3,8%
13,9%
12,0%
4,2%
0,9%
2,3%
1,0%
Lactulose Syrup
Picosuphate Tablets/Powder
Picosulphate Tablets & Drops
Bisacodylum Tablets
Suppository
0,5%
Lactulose Syrup
Herbal
2,1%
Makrogol
Slovak Republic
OTC
RX
23,3%
25,0%
5,9%
6,2%
4,6%
3,2%
2,0%
5,9%
3,8%
3,0%
1,9%
6,4%
Picosulphate Drops & Tablets
Bisacodylum Tablets
Lactulose Syrup
Suppository
Markrogol
Sorbitolum Rectal
Czech Republic
Approx. 80% Gynecologist advise NOT to use any laxatives
REALLY gentle to organism
Desired change of consumer insight
"XXX"
Elena, 48-year old office manager, Bratislava
Price:92 CZK/200 ml155 CZK/500 ml
TV Commercial:
(hard sell)
TV Commerial
1 pilot project in Slovakia
2 on-air in Lithuania
3 plans to start in Bulgaria and Romania
4 planned european launch
Inter
nationality
How the communication
above
expectations!
worked?
parameters
Most of the communicaton
above
benchmark
- prompted ad awareness
- likeability
- motivation to purchase
- messsage take-out
Gastroval defeated Pancreolan
(20 years on market)
(Ad tracking study - quantitative research,
online, representative sample,
February 2012, GfK Slovakia)
- Sales force:
Key learnings:
- Quantity – enough reps to serve pharmacies
- Quality – educated, OTC experienced, long-term relationships
- Dedication – OTC = primary product
- Loading
- Pharmacy cash desk =
crucial point for buying decision
Adapted also to Czech Republic
Sponsorings 10"
RX is declining and becoming more regulated
why now? the more we wait the higher is price (more and more players will enter)
Use the first OTC product to set up sales force, relationships, proceses …
Reasons for
entering the OTC market:
Full transcript