prasad mangipudi- v.p- aurobindo pharma prof arvind sahay- iim ahmedabad operation brand pharma...
TRANSCRIPT
PRASAD MANGIPUDI- V.P- AUROBINDO PHARMAPROF ARVIND SAHAY- IIM AHMEDABAD
Operation Brand Pharma India
The idea
To launch aWell thought through, well funded muti-media, mutli-
activity medium term ( 3-5yr) global campaign Fully supported by all the stakeholdersTo establish India firmly as “ the first choice pharma
partner” for the entire global pharma fraternityFor the entire spectrum of pharma services
Brand Pharma India
Key objectives
To raise the awareness of Indian pharma success storyTo improve the credibility of the industryTo showcase India’s entire set of strengths- both tangible
and intangibleTo protect if from dubious attacksTo position India as “premium value destination”
Brand Pharma India
Target audience
Decision makers of leading pharma companies of the world
MoH and policy makers of various countriesMembers of regulatory bodiesLocal pharma bodiesDistributors in regulated marketsLocal media
Brand Pharma India
Brand India- what it stands for
The approachAn umbrella brand messageSpecific customised “sub-brand messages” to various
target audiences mentioned earlierBrand message will be the combination of functional as
well as emotional, tangible and intangible elementsFunctional elements will differentiate it from the other
playersEmotional elements will help in “connecting”
Brand Pharma India
Umbrella brand message
Always get it right with Indian pharma
Leave it to Indian PharmaIndian Pharma can do it for you
Brand Pharma India
TA specific messages
Target Audience Sub Brand message
MNCs Reliable, cost effective & efficient partner for CRAMs & other support services
Large Pharma cos The place for any product, any quantity for any specifications at competitive value
Regulators We can be sure about their quality, the compliance of best practices
MoH officials Indian pharma understands our health care needs & can deliver right solutions which benefit our people
Consumers I can get highly affordable drugs with world class quality! I can choose Indian pharma products with absolute confidenceBrand Pharma India
Key points of the campaign
It’s a campaign of the industry, by the industry and for the industry
Going to be a truly global campaignWill be implemented in a very professional way after
extensive ground workPhase I will last 3-4 yearsA 360 degree exercise touching the TA in more ways than
one to create lasting impactIndustry need to come together to put down “dos and
donts”
Brand Pharma India
Implementation plan
Categorise markets and prioritise them based in the following parameters:
Market sizeGrowth ratesMarket share of Indian pharmaGrowth of Indian pharma shareIndia friendliness
Brand Pharma India
Elements of the campaign
Visual logo or Mnemonic on the lines of “intel inside”Visual representation of Brand Pharma India to cut across
the language barriersWill go on lot of material including the packaging
material
Brand Pharma India
Ad campaign
Ads in leading pharma journals and magazinesOn line ads on important pharma portals
Brand Pharma India
Website
An exclusive website to promote Brand IndiaWill be single point source of “quality Indian products &
services”Will promote success stories, case studiesWill be interactive
Brand Pharma India
Brand India film
A video film showcasing India’s strengths and capabilities & success stories
Will be screened at various events, exhibitions, road shows, conferences
CDs of the film will also be distributed amongst the target audience
Brand Pharma India
Exhibitions
Taking part in select exhibitions with Brand India stallPromote India’s strengths on one on one basisMight tie up with someone like UBM media for special
promotional packages
Brand Pharma India
Speakers at conferences
Will create a pool of expert speakers on various topics/areas from the industry
They will be taking part in various international conferences/seminars/workshops to showcase India’s strengths
Also conduct exclusive workshops in select countries
Brand Pharma India
PR campaign
Will be using the press /media extensively to create a strong positive word of mouth
Cultivating key media personnel in key marketsPlanting stories in local mediaTechnical articles from Indian expertsRegular press conferencesOrientation visits for the international media people
Brand Pharma India
Road shows and ground events
Exclusive “brand India” shows/events for the various Target Audience in select countries- combination of exhibitions/seminars/presentations/ press conference
Brand Pharma India
Sponsored visits
Organised sponsored visits of key Target Audience to experience “brand India”
Brand Pharma India
Brand Ambassador
We could have a brand ambassador – someone like Nobel chemistry prize winner _ Prof V Ramkrishnan to promote India’s science strengths- loud thought
Brand Pharma India
Other key points
We will be launching it to the industry through a formal launch function
There will be orientation programs for the sales and marketing teams as to how to contribute to this exercise
Circulation of “dos & donts” for the industry to ensure that there is no gap between “brand promise and delivery”!
Brand Pharma India
How do we measure
Through a “perception shift study”Through feedback from the industry personnel
Brand Pharma India
Funding and team
The projected out lay for the phase-1 ( 3 years) is around Rs. 30 crores
MoC has agreed to fund the majority of the funds required and the balance from the industry
There will be a Brand India team leader to drive this whole exercise + IIM- Ahmedabad
A no of professional agencies – brand identity, advertising, PR, on line, event management- agencies will be involved in the implementation
To ensure a very professional implementation
Brand Pharma India
Final word
It’s the campaign by the industry, of the industry for the industry
Unless the entire industry comes on board and supports it wholeheartedly this campaign will not succeed
Govt is keen and willing to support– now its up to us
Brand Pharma India