Operation Brand Operation Brand Pharma IndiaPharma India

P R A S A D M A N G I P U D I - V . P - A U R O B I N D O P H A R M AP R O F A R V I N D S A H A Y - I I M A H M E D A B A D

The ide a

To launch aTo 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 fraternitypartner for the entire global pharma fraternityFor the entire spectrum of pharma services

Brand Pharma India

Ke y o bje ctive s

To raise the awareness of Indian pharma success storyTo raise the awareness of Indian pharma success storyTo improve the credibility of the industryTo showcase Indias entire set of strengths- both tangible To showcase Indias entire set of strengths- both tangible and intangibleTo protect if from dubious attacksTo position India as premium value destination

Brand Pharma India

Targe t audie n ce

Decision makers of leading pharma companies of the Decision makers of leading pharma companies of the worldMoH and policy makers of various countriesMembers of regulatory bodiesLocal pharma bodiesDistributors in regulated marketsLocal media

Brand Pharma India

Bran d In dia- w hat it s tan ds fo r

The approachThe approachAn umbrella brand messageSpecific customised sub-brand messages to various Specific customised sub-brand messages to various target audiences mentioned earlierBrand message will be the combination of functional as well as emotional, tangible and intangible elementswell as emotional, tangible and intangible elementsFunctional elements will differentiate it from the other playersplayersEmotional elements will help in connecting

Brand Pharma India

Um bre lla bran d m e ssage

Brand Pharma India

TA spe cific m e ssage s

Target Audience Sub Brand messageTarget 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 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 practicescompliance 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 pharmaproducts with absolute confidence

Brand Pharma India

Ke y po in ts o f the cam paign

It s a campaign of the industry, by the industry and for the industryindustryGoing to be a truly global campaignWill be implemented in a very professional way after Will be implemented in a very professional way after extensive ground workPhase I will last 3-4 yearsPhase 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

Im ple m e n tatio n plan

Categorise markets and prioritise them based in the 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

Ele m e n ts o f the cam paign

Visual logo or Mnemonic on the lines of intel insideVisual logo or Mnemonic on the lines of intel insideVisual representation of Brand Pharma India to cut across the language barriersWill go on lot of material including the packaging material

Brand Pharma India

Ad cam paign

Ads in leading pharma journals and magazinesAds in leading pharma journals and magazinesOn line ads on important pharma portals

Brand Pharma India

W e bs ite

An exclusive website to promote Brand IndiaAn exclusive website to promote Brand IndiaWill be single point source of quality Indian products & servicesWill promote success stories, case studiesWill be interactive

Brand Pharma India

Bran d In dia film

A video film showcasing Indias strengths and capabilities A video film showcasing Indias strengths and capabilities & success storiesWill be screened at various events, exhibitions, road shows, conferencesshows, conferencesCDs of the film will also be distributed amongst the target audienceaudience

Brand Pharma India

Exhibitio n s

Taking part in select exhibitions with Brand India stallTaking part in select exhibitions with Brand India stallPromote Indias strengths on one on one basisMight tie up with someone like UBM media for special Might tie up with someone like UBM media for special promotional packages

Brand Pharma India

Spe ake rs at co n fe re n ce s

Will create a pool of expert speakers on various Will create a pool of expert speakers on various topics/areas from the industryThey will be taking part in various international conferences/seminars/workshops to showcase Indias conferences/seminars/workshops to showcase Indias strengthsAlso conduct exclusive workshops in select countriesAlso conduct exclusive workshops in select countries

Brand Pharma India

PR cam paign

Will be using the press /media extensively to create a Will be using the press /media extensively to create a strong positive word of mouthCultivating 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

Ro ad sho w s an d gro un d e ve n ts

Exclusive brand India shows/events for the various Exclusive brand India shows/events for the various Target Audience in select countries- combination of exhibitions/seminars/presentations/ press conference

Brand Pharma India

Spo n so re d vis its

Organised sponsored visits of key Target Audience to Organised sponsored visits of key Target Audience to experience brand India

Brand Pharma India

Bran d Am bassado r

We could have a brand ambassador someone like Nobel We could have a brand ambassador someone like Nobel chemistry prize winner _ Prof V Ramkrishnan to promote Indias science strengths- loud thought

Brand Pharma India

Othe r ke y po in ts

We will be launching it to the industry through a formal We will be launching it to the industry through a formal launch functionThere will be orientation programs for the sales and marketing teams as to how to contribute to this exercisemarketing teams as to how to contribute to this exerciseCirculation of dos & donts for the industry to ensure that there is no gap between brand promise and that there is no gap between brand promise and delivery !

Brand Pharma India

H o w do w e m e asure

Through a perception shift studyThrough a perception shift studyThrough feedback from the industry personnel

Brand Pharma India

Fun din g an d te am

The projected out lay for the phase-1 ( 3 years) is around The projected out lay for the phase-1 ( 3 years) is around Rs. 30 croresMoC has agreed to fund the majority of the funds required and the balance from the industryrequired and the balance from the industryThere will be a Brand India team leader to drive this whole exercise + IIM- Ahmedabadwhole exercise + IIM- AhmedabadA no of professional agencies brand identity, advertising, PR, on line, event management- agencies will advertising, PR, on line, event management- agencies will be involved in the implementationTo ensure a very professional implementationTo ensure a very professional implementation

Brand Pharma India

Fin al w o rd

It s the campaign by the industry, of the industry for the It s the campaign by the industry, of the industry for the industryUnless the entire industry comes on board and supports it wholeheartedly this campaign will not succeedit wholeheartedly this campaign will not succeedGovt is keen and willing to support now its up to us

Brand Pharma India