Chew GumThe pain relief Gum “Say Goodbye to Pain”

Group Members:

Muhammad Hammad L1F11MBAM1073

Syed Mustahsan Ali L1F11MBAM1098

Samran Abbas L1F11MBAM

Muhtashim Riast L1S11MBAM0043

Submitted to: Prof. Muhammad Ali

Subject: Brand Management

Section: A

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ContentsWhat this project all about:..........................................................................................................................3

Introduction of GSK....................................................................................................................................3

Glaxo’s Mission Statement..........................................................................................................................3

Glaxo’ Vision Statement.............................................................................................................................3

The Company’s Slogan...............................................................................................................................4

R&D of company:.......................................................................................................................................4

Global Interface -Transforming Research & Development.....................................................................4

R&D Themes under the GSK strategy:....................................................................................................4

R&D PROCESS......................................................................................................................................5

Introduction of the product..........................................................................................................................6

The Product.................................................................................................................................................6

Logo............................................................................................................................................................6

Slogan..........................................................................................................................................................6

Product Usage and Features........................................................................................................................6

What is this medicine?.............................................................................................................................6

What should I tell my health care provider before I take this medicine?.................................................6

How should I use this medicine?.............................................................................................................7

What should I watch for while using this medicine?...............................................................................7

The Points of Parities...................................................................................................................................8

The points of difference...............................................................................................................................8

Target market..............................................................................................................................................8

Price............................................................................................................................................................9

Placement....................................................................................................................................................9

Push and pull...............................................................................................................................................9

Distribution.................................................................................................................................................9

Promotion....................................................................................................................................................9

Essential points to be focused on:..............................................................................................................10

Brand ambassador:....................................................................................................................................10

SWOT analysis of the Company/Chew-Gum............................................................................................11

Product Portfolio.......................................................................................................................................12

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CSR Activities...........................................................................................................................................15

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What this project all about:This project is basically a pharmaceutical product which is a chewing gum that is added on with a feature of pain relief. The product is being researched by the R&D department of GSK (GlaxoSmithKline) and the report will take care of everything the company needs to market their product.

Introduction of GSKGlaxoSmithKline Pakistan Limited was created January 1st, 2001 through the merger of SmithKline and French of Pakistan Limited, Beecham Pakistan (Private) Limited and Glaxo Welcome (Pakistan) Limited- standing today as the largest pharmaceutical company in Pakistan. As an industry leader we are committed to our mission of providing patients quality products to help improve their lives. Take a look through our About Us section to learn more. GlaxoSmithKline Pakistan is one of the leading pharmaceutical companies in Pakistan and the it's the world's second largest company with high ranking stands for Employee Cares. GSK International is a United Kingdom-based pharmaceutical, biological, and healthcare company. It is the world's second largest pharmaceutical company and a research-based company with a wide portfolio of pharmaceutical products covering anti-infectives, central nervous system (CNS), respiratory, gastro-intestinal/metabolic, oncology, and vaccines products. It also has a Consumer Healthcare operation comprising leading oral healthcare products, nutritional drinks, and over the counter (OTC) medicines.

Glaxo’s Mission StatementGlaxoSmithKline – one of the world's leading research-based pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, feel better and live longer.

Glaxo’ Vision StatementGSK values are deeply embedded in every function, across the globe. Strategic development, operations, and customer engagement are based on our values of Patient focus, Transparency, Integrity and Respect for people.

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The Company’s Slogan

R&D of company:

Global Interface -Transforming Research & Development

Medical research has come a long way in the last hundred years, yet there are still many diseases for which there are no effective treatments.

That's why GlaxoSmithKline is committed to discovering and developing new medicines and vaccines. Being a large company, we can truly make a difference because we can devote vast resources to discover and develop new medicines and vaccines.

GSK has more than 20 research and development (R&D) facilities around the world, with an annual R&D budget of around $7 billion and more than 16,000 people employed in R&D.

R&D Themes under the GSK strategy:

Best Science: Focusing our efforts in areas where the science is most fertile to discover new medicines of value to both patients and payers

Re-personalize R&D: Creating small teams, where an individual can have a personal impact and be intimate with the project

Diversify through Externalization: We will scout the world to find new science and ideas

Focus on Return on Investment: We will spend less on buildings and infrastructure and more on our growing late stage pipeline

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R&D PROCESS

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Introduction of the productThe basic idea by GSK is to come up with a product which is a chewing gum plus a pain relief medicine. For this reason the company has worked as per above mentioned procedure and came up with wonder product that will relief pain (headache) plus the mouth refreshing taste to the consumer. The product will be explained thoroughly in its respective section which is yet to come.

The ProductThe name of a product is an essential part and one can say a ground for doing any sort of business. Likewise GSK’s great success of CHEW-CAL which was directly targeted to consumer helped them to extend that category of CHEW-GUM. Chew-Cal is a flavored calcium tablet and Chew-Gum is an Aspirin formula Chewing gum that will take care of the pains that Aspirin natural formula deals.

Logo

SloganChew-Gum… ” Say Goodbye to Pain”

Product Usage and Features

What is this medicine?ASPIRIN, ASA (AS pir in) is a pain reliever. It is used to treat mild pain and fever. This medicine may be used for other purposes; ask your health care provider or pharmacist if you have questions.

What should I tell my health care provider before I take this medicine?They need to know if you have any of these conditions like:

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• Anemia

• Asthma

• Child with chickenpox, the flu, or other viral infection

• Diabetes

• Liver disease

• Low level of vitamin K

• Lupus

• Stomach ulcers or other problems

• An unusual or allergic reaction to aspirin, atrazine dye, other medicines, dyes, or preservatives

How should I use this medicine?Chew this medicine. Do not swallow whole. Follow the directions on the package or prescription label. Take your medicine at regular intervals. Do not take your medicine more often than directed.Talk to your pediatrician regarding the use of this medicine in children. While this drug may be prescribed for children as young as 12 years of age for selected conditions, precautions do apply. Children and teenagers should not use this medicine to treat chicken pox or flu symptoms unless directed by a doctor.Patients over 65 years old may have a stronger reaction and need a smaller dose.Over dosage: If you think you have taken too much of this medicine contact a poison control center or emergency room at once.

What should I watch for while using this medicine?If you are treating yourself for pain, tell your doctor or health care professional if the pain lasts more than 5 days, if it gets worse, or if there is a new or different kind of pain. Tell your doctor if you see redness or swelling. Also, check with your doctor if you have a fever that lasts for more than 3 days.Do not take aspirin or aspirin-like medicines with this medicine. Too much aspirin can be dangerous. Always read the labels carefully.

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This medicine can irritate your stomach or cause bleeding problems. Do not smoke drink alcohol while taking this medicine. Do not lie down for 30 minutes after taking this medicine to prevent irritation to your throat.

The Points of Parities

1. The point of parity includes the basic formula which is evoked in all pain killer tablets i-e C9 H8 O4 and the atoms are arranged according to the following diagram.

2. As our indirect competitors will be all those chewing gums or refreshing gums which are available in the market.

The points of differenceThe point of difference is that Chew-Gum contains the pain relief formula along with a gum which gives a vibrant and refreshing taste. Chew-Gum can be consumed normally too. But over dosage is a prohibiting factor because it’s a gum which will harmonize your muscles that makes you feel better. Therefore the Gum is a point of difference as are no competitors with such a product.

Target marketGSK has decided to target Chew-Gum to the working class and the people with age limit of minimum 16. The purpose of the drug chewing gum is to give relief at the hour of need. The doctors are the segment creator when it comes to the medicine industry. The doctors have highlighted the issue that working class is mostly suffering from diseases like headache’s and stuff, so in order to fill this gap, GSK has come up with a product to fulfill the need of the un attended market. So the defined market is the working class and the students who normally gets stressed out on small matters and are immune to take aspirin formula on actual notes.

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PriceGSK will be following cost based pricing strategy as they are coming with the completely innovative product which has no direct competitors so far. So, they are unaware that how the consumer will respond to that. Moreover, the product is entirely new in the market, and the company believes that they have to create awareness among the people and let the consumers know the working of the product. So in consideration of all these factors GSK has decided to come with a price penetration strategy in which they will generate trial first and then they will increase the prices. The introductory price will be Rs30/pack which contains 10 tablets.

PlacementWe will place this product exclusively by stores only, all over Pakistan. We will be placing this product on all big medical stores like, servaid, fazal din and sons, clinics and other large stores like Al Fattah, Pot Puri etc.

Push and pullGSK will be focusing to follow Push strategy through doctors and retailers. As, this product is not like other products which any one can have it at any place. As company is planning for exclusive distribution so by keeping the push in mind company will use its push strategy with the help of doctors.

DistributionGSK has registered distributor for their products named as Babar Medical Company in Pakistan. They pick the products from GSK and deliver it to all the big medical stores and retail outlets twice a week. As GSK has good distribution so, we will be having no difficultly in the placement of our product (Chew-Gum) all over Pakistan.

PromotionWe are going to promote Chew-Gum by multiple ways by keeping the value of IMC (Integrated Marketing Communication) program that each tool has its own strength to achieve different objectives.

1. Personal selling: In the personal selling, we will be following one to one marketing strategy that we will go directly to well renowned doctors for our product. We will distribute samples so that when doctors have passed the product then defiantly we will be having ease to attract customers.

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2. Advertising:We will develop TVC for our product as there is a perception in consumer’s mind that the product having a TV commercial will be of a good or quality product. This creates value in consumer mind and creates good positioning for the product. So by keeping this fact in mind we will advertise chew-gum on big channels like, Dawn new, ARY GEO and Express.

3. Print ads:We will also do advertisement through print ads as most of the people which are on jobs or doing there businesses hard have time to watch TV, but they do read newspapers to get informed what is happening in their surroundings. So, print ad will also be an effective tool for us to use.

Essential points to be focused on:We will be taking care of all those point which are mandatory to launch any promotional tool like:

- Right product should be offered to the right consumer at the right time at the right place.

- Should differentiate consumer as per the needs and values

- Remain cost effective

- Properly expose the product to consumer to let them inform about the product and any can create consumer attention and intention at the time of purchase.

Brand ambassador:The company has considered Shan as a brand ambassador because of the fact that he has a well repute among the general public. Ambassador matters a lot when it comes to the marketing of the product. If the ambassador has a unique and strong personality, it may effect somehow on the sales of the product. If not, then at least a trial can be generated well due to its fan following. Therefore the personality is an essential part for the promotion of any sort of a product.

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SWOT analysis of the Company/Chew-Gum

Strengths

Strong parent company Strong financial background Effective R&D department Strong distribution Channel Goodwill of the company

It has a competitive advantage over any other chewing gum. Have a skilled and committed team It has an advantage over other Pain relief medicines. More acceptability to new products

Weakness

Our target market is limited As we are new in market so we have low market share Less awareness among people

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We have to build our name in the minds of customers which may take some time

Opportunities

Large potential market Currently, no National or International competition. Can patent this formula to get the copy rights. Can introduce different flavors after its first reflection of Chew-Gum.

Threats

Lack of acceptability The high prices People might consider it a medicine more. Chewing gum companies can reduce prices to drive down our sales.

Product Portfolio

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CSR ActivitiesGlaxoSmithKline (GSK) strives to be a valued corporate citizen no matter where it does business. GSK has always shown strong commitment and support for public health and awareness initiatives and championed many social causes.

GSK believes that a successful and sustainable business is can only be achieved by fulfilling the social responsibilities, making the company more responsive, more flexible and more open to society’s expectations. Moreover the company is working towards improving access to the medicines, enhancing research opportunities for neglected tropical diseases, raising the ethical standards for conducting the research and business activities, and being more open and transparent in the way it runs the business. GSK is adapting the business model to adopt a more open approach to R&D for diseases of the developing world.

GSK has put many of its important resources –including a pool of patents, research ‘know-how’ and technology assets –into an open ‘knowledge pool.’ Researchers outside of GSK can now use this information, which will hopefully stimulate cutting-edge research on medicines for neglected diseases, including malaria. The knowledge pool is now being administered by the not-for-profit BIO Ventures for Global Health.

As part of this initiative, GSK announced in January 2010, the establishment of the first ever ‘Open Lab’ to act as an engine room of scientific innovation for neglected tropical diseases. GSK has created capacity for up to 60 scientists from around the world to have access to the ‘Open Lab’, which will be based at the company’s research center at the Tres Cantos Campus, Spain. In the ‘Open Lab’, scientists will be encouraged to tap into the expertise, knowledge and infrastructure of the company, while pursuing their own projects as part of an integrated drug discovery team.

In June 2010 GSK was ranked top in the ‘Access to Medicine Index’ for the second successive time. The Access to Medicine Index is a ranking of world´s largest pharmaceutical companies on their efforts to increase access to medicine for societies in need. GSK also announced the formation of a new operating unit dedicated to expanding access to medicines for people living in Least Developed Countries (LDCs) in 2010.

GSK believes in working as partners with under-served communities in the developed and developing world supporting programs that are innovative, sustainable and bring real benefit to these communities.GSK’s programs are organized into global, regional and local activities.

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