A Presentation on Promotion StrategyByCarat Fresh IntegratedApril ’09

Viagra

Sildenafil Citrate based pills

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*

*http://economictimes.indiatimes.com/ET_Cetera/Is_Indian_male_in_perfect_shape/articleshow/2570771.cms

About Viagra

Ask anyone what is the solution for Erectile Dysfunction?

Viagra

In spite of low market share, awareness is not the problem for

the brand.

Viagra is almost a generic name for the category.

Total Market Rs.130 cr.

Average Price Rs.25/pill

Total number of pills sold 5,20,00,000 (5.2 cr.)

Market Size (in no. of men) 70-90 million

Sexual Desire (conservative estimate)

2/month (24 per annum)

Potential Market (in no. of pills) 168,00,00,000 (168 cr.)

Estimated market penetration 3.09% approx.

In spite of this, market growth rate in lower single digit!

Market Scenario

Huge Untapped Market

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

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.

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…

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)

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.

Strategy for Viagra in India

Viagra is the generic name of the solution for the problem.

Therefore…

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.

How do we market the problem?

Key Question:

Huge country, low budget

Scattered TG

Conservative Attitude

Conditional factors:

High pricing, therefore premium image of the brand

Medium

Message

How do we market the problem?

Key Question:

Huge country, low budget

Scattered TG

Conservative Attitude

Conditional factors:

High pricing, therefore premium image of the brand

Message

Medium

What medium?

Cinema Hall Slides in Multiplexes

# 1

A mandatory source of entertainment for people of all ages and classes

Captive audienceComparatively inexpensive

Women, the prime influencer in such matters, also receives the message

What medium?

Human Banners

# 2

Flexibility in placement of bannersComparatively inexpensive

Office going prospects in big cities get the message when they are more likely to pay attention

What medium?

Posters in Washrooms (in malls, multiplexes, clubs, 5-star hotels)

# 3

A non-public medium to talk to the TGComparatively inexpensive

Message

How do we market the problem?

Key Question:

Huge country, low budget

Scattered TG

Conservative Attitude

Conditional factors:

High pricing, therefore premium image of the brand

Medium

What kind of tone & message could work in a seemingly delicate but

paradoxical situation?

Talk in public about a seemingly private matter…

It’s like…

a look in one’s eyes which only a lover’s eyes can

read…

It’s like…

an encoded message sent

from the base to the men on the

frontline…

An encoded message

Almost a teaser

Triggering a curiosity, enough for the reader to

SMS & ask for more details…

Encoding the problem…

Erectile Dysfunction =

ED

Code-word for those suffering from ED…

ED+ve

ED

comin’ betwn u n ur wife? Is

SMS 696969

Are u

ED+ve

?

ED

encouragin’ u to smoke more?Is

SMS 696969

Are u

ED+ve

?

ED

makin’ u older?

Is

SMS 696969

Are u

ED+ve

?

ED

givin’ u sleepless nights?

Is

SMS 696969

Are u

ED+

?

ED

forcin’ u to work late nigts?

Is

SMS 696969

Are u

ED+ve

?

ED

ripping ur family apart?

Is

SMS 696969

Are u

ED+ve

?

ED

smilin’ on u?

Is

SMS 696969

Are u

ED+ve

?

ED

playin’ wid ur happiness?

Is

SMS 696969

Are u

ED+ve

?

ED

Did u google

SMS 696969

?

Are u

ED+ve

?

ED

Hav u evr talked abt

SMS 696969

?

Are u

ED+ve

?

Thank You.