Kefentech is introducing a new transdermal pain relief patch for the Egyptian market. The document discusses Kefentech's objectives to become the market leader and increase brand awareness, especially among pharmacists and customers. It analyzes Kefentech's strengths, weaknesses, opportunities, and threats. The target audience includes pharmacists, doctors, the elderly, athletes, pregnant women, and fasting people. Kefentech will position itself as the long-lasting pain killer and market leader. Promotion strategies include radio advertisements, print media, and direct marketing. Five radio advertisement scripts are proposed focusing on different audiences and occasions like Ramadan.
2. Overview
• KEFENTECH is a new product to
Egyptian market .
• Kefentech is a transdermal patch can
be used while fasting.
• Safety of Kefentech make it drug of
choice for pregnant , elderly,
asthmatic patient …. Etc
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3. Objective
• Be Market leader for analgesic anti-
inflammatory plasters.
• Brand awareness between :
1. Pharmacists
2. Our costumers ..
• Educate the market about new product
features and indications .
• PUSH our product for trying .
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4. TOWS analysis
S W
•Fast
•New product
•Long lasting
•Safe
•Open market •Focus our ad. before/in
O •No competition Ramadan. •Educts the market
•Ramadan •Make strong position .
•Appear of new
T competition soon. •positioning •Branding
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5. Target
– Pharmacist and doctors.
– Direct costumer
• Elderly
• Athletic
• Pregnant woman
• Fasting people .
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6. Positioning
– As the 1st “market leader” and the best.
– The long lasting pain killer.
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7. Promotion
• We’re going to use 3 ways ad. tools.
1. Audio media in FM radio
2. Press and in store printing.
3. Direct marketing .
• Don’t use sale promotion … will
decrease our product image …
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9. Idea generation
“Past it and relax”
Past it: to inform that relax: coming from
our product is a the 1st impetration to
transdermal patch the drug … also
not orally … reflect the fast onset
differentiation of action and long
between other duration.
heavy competitor …
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10. Concept
• new product need too attractive ad. To start word of
mouth and audient catching words. So using funny ad.
• Adding our position :
• long duration of action.
• Powerful effect
• fast onset of action .
• Emergence indication that can help you any time any where .
• Safety for pregnant .
• Kefentech don't break your feast.
• End the ad. With formal slogan with formal voice to
inform the customer about indications of the product.
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12. Creative idea
• It will be conversation between two
persons in the street.
• Trusting the product efficacy .
• use historical character to add long
duration of action.
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15. Creative idea
• Using Egyptian persons from “als3eed”
makes good communication between
Egyptian market and our product ( ice-
break) .
• The idea is a conversation between a
bay and his father , the boy falls from
garden’s wall and start conversation in a
funny way
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18. Creative idea
• For elderly segment we use grand
father as a symbol.
• Boy and his grandfather .the boy see
our patch on his grand arm so ask
“what is that!!” … and ad. Begin.
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21. Concept
• using pregnant woman because they
need safe product for low-back-pain .
• Long duration of action also needed in
this case.
• Ad. Take place between group of ladies
and one complains from low-back-pain .
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24. Creative idea
• Make a special ad. For Ramadan to inform
Egyptian market .
• Because it’s a new information to most of
customers so we going to use pure , clear ,
simple ad. Make serious as match as we can .
That will increase our credibility.
• Ad informed as a news or spot information.
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27. Flyers & drop cards
• Flays in Egyptian Arabic language placed in all
distribution channels.
• Content : clear and simple indications and
advantages.
• Due to the new dosage form of pain killer , so use
design looks like the patch itself from the back…
and the info written in the front .
• The Stand appear like human back with a patch
(also the place of flyers)
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28. PHARMACY STAND
PS
ATt
i a
d
n RA
EX
L
Y
O
U
R
L
F
I
E
KEFENTECH30mg PLASTER
Ketoprofen
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29. Flyer ( front )
KEFENTECH
Ketoprofen 30mg
PLASTER
Ankle Hand Back pregn
nee elderly
pain pain pain ancy
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30. Flyer ( back)
PAST it
and RELAX
KEFENTECH PLASTER
Ketoprofen 30mg
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