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