Viagra Promotion Strategy Mod 23rd April 09

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Slide 1: Viagra A Presentation on Promotion Strategy By Carat Fresh Integrated April ’09 Slide 2: Sildenafil Citrate based pills About Viagra Prescription drug for Erectile Dysfunction Highly priced Faces stiff competition from Generic brands like Penegra, Edegra, etc. Late-mover in Indian Market Has about 2-3% of Rs130cr market* es.indiatimes.com/ET_Cetera/Is_Indian_male_in_perfect_shape/articleshow/2570771.cms Slide 3: Ask anyone what is the solution for Erectile Dysfunction? a gr Via In spite of low market share, awareness is not the problem for the brand. Viagra is almost a generic name for the category. Slide 4: Total Market Average Price Rs.130 cr. Rs.25/pill Ma r t Sc ke ario en Total number of pills sold 5,20,00,000 (5.2 cr.) Market Size (in no. of men) Sexual Desire (conservative estimate) 70-90 million 2/month (24 per annum) 168,00,00,000 (168 cr.) 3.09% approx. Potential Market (in no. of pills) Estimated market penetration In spite of this, market growth rate in lower single digit! Slide 5: Huge Untapped Market Slide 6: Huge Untapped Market… Why? Lack of awareness of the problem itself Aware of the problem but hesitation in talking about it/consulting the doctor Biggest Barrier: Conservative Attitude towards Sex & Sexual Problems Slide 7: In the context of Indian Men… “Sexual problems do not afflict us. They afflict only women.” It’s about Masculinity It’s about Prestige It will go away on its own “It can’t happen to me.” No one should know about it. It’s embarrassing/down-market to seek a treatment. Will consider only if the problem is very serious. Slide 8: Specific to Erectile Dysfunction… It’s a natural process. “It’s a question-mark on my Masculinity.” It’s about Prestige What will my wife/girl-friend think? My friends will make fun of me… Slide 9: Huge Untapped Market… Why? Lack of awareness of the problem itself Aware of the problem but hesitation in talking about it/consulting the doctor To address these issues, imperative that people look at sexual-issues seriously (demands attention) but normally (isn’t a big deal) Slide 10: Imperative for Erectile Dysfunction Erectile Dysfunction evokes a fear but is seen as any other problem like common cold, fever, headache, etc. and Cases in point: Condoms, Sanitary Napkins, etc. Slide 11: Strategy for Viagra in India Viagra is the generic name of the solution for the problem. Therefore… Slide 12: Strategy for Viagra in India Market the problem. Market Erectile Dysfunction. Evoke fear but make it seem like just another problem because it has a solution. Slide 13: Key Question: How do we market the problem? Conditional factors: Huge country, low budget Scattered TG High pricing, therefore premium image of the brand Conservative Attitude M essage Mediu m Slide 14: Key Question: How do we market the problem? Conditional factors: Huge country, low budget Scattered TG High pricing, therefore premium image of the brand Conservative Attitude Message Mediu m Slide 15: What medium? #1 Cinema Hall Slides in Multiplexes A mandatory source of entertainment for people of all ages and classes Captive audience Comparatively inexpensive Women, the prime influencer in such matters, also receives the message Slide 16: What medium? #2 Human Banners Flexibility in placement of banners Comparatively inexpensive Office going prospects in big cities get the message when they are more likely to pay attention Slide 17: What medium? #3 Posters in Washrooms (in malls, multiplexes, clubs, 5-star hotels) A non-public medium to talk to the TG Comparatively inexpensive Slide 18: Key Question: How do we market the problem? Conditional factors: Huge country, low budget Scattered TG High pricing, therefore premium image of the brand Conservative Attitude M essag e Mediu m Slide 19: What kind of tone & message could work in a seemingly delicate but paradoxical situation? Talk in public about a seemingly private matter… Slide 20: It’s like… a look in one’s eyes which only a lover’s eyes can read… Slide 21: It’s like… an encoded message sent from the base to the men on the frontline… Slide 22: An encoded message Almost a teaser Triggering a curiosity, enough for the reader to SMS & ask for more details… Slide 23: Encoding the problem… Erectile Dysfunction = ED Slide 24: Code-word for those suffering from ED… ED+ve Slide 25: Is ED Are u comin’ betwn u n ur wife? ED+ve ? SMS 696969 Slide 26: Is ED encouragin’ u to smoke more? Are u ED+ve ? SMS 696969 Slide 27: Is ED Are u makin’ u older? ED+ve ? SMS 696969 Slide 28: Is ED givin’ u sleepless nights? Are u ED+ ? SMS 696969 Slide 29: Is ED forcin’ u to work late nigts? Are u ED+ve ? SMS 696969 Slide 30: Is ED Are u ripping ur family apart? ED+ve ? SMS 696969 Slide 31: Is ED Are u smilin’ on u? ? ED+ve SMS 696969 Slide 32: Is ED playin’ wid ur happiness? Are u ED+ve ? SMS 696969 Slide 33: Did u google Are u ED ? ? ED+ve SMS 696969 Slide 34: Hav u evr talked abt Are u ED ? ? ED+ve SMS 696969 Slide 35: Thank You.