Usv Asprin Final Presentation Pitch
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Transcript of Usv Asprin Final Presentation Pitch
USV- Ecosprin
Strengthening the heart of the brand A Business Expansion Strategy
ByMudra Brand Therapist
Sept. 27, 2006
Brief Recap
Ecosprin-A Position of Strength– market leader aspirin brand – generic to the category – highly recommended/prescribed by doctors for
patients of heart disease and those at high risk The Problem-Growth Stagnation
– since it is a prescription drug the prescription route has reached a ceiling
The Opportunity-Heightening Patient Awareness– widening the base for the brand by bringing in
patient pull/influence in its use and prescription
The key communication task
To evince consumer (potential patient) interest in the importance and simplicity of the drug (aspirin, where Ecospirin is the generic support brand) in their day to day lives to combat the risk of heart disease
To make a strong connect with their lives to demonstrate that the use of aspirin can lead to a healthy, risk free heart
Who will we talk to
People who are at high risk of suffering a heart attack– Medical risk-
• high cholesterol, hyper tension, over weight, diabetes
– Lifestyle risk- • stressed and time starved, no or inadequate
exercise, high indulgence in alcohol & smoking, improper diet
Why do we need to talk to them
India at risk – startling incidence and growth of heart disease
The increasing ubiquity of cardiovascular disease – Not just a disease of the stressed middle aged, but
almost 12-15% amongst the below 40 group and alarmingly predicted grow to 20% by the end of the decade (in India)
– The paradox of heightened life expectancy but the epidemic form of lifestyle related coronary diseases
• 16 million people afflicted in the Indian subcontinent as against 1.6 mn in the US and 1 mn in the UK
• Three fold higher incidence of coronary heart aretery disease as compared to Americans and six fold as compared to the Chinese
• Projected deaths arising from coronary artery disease – 10.3% in men and 9% in women by 2015
– Growing adversary – appearance of multiple and diffuse blockages to the extent of 40%
Contd… High incidence of the GNB3 gene which is
associated with the development of the obesity and metabolic syndrome. This triggered by our lifestyle of affluence in the middle classes who have seen sudden prosperity and so called development – TV watching, couch potatoes– Fast food junkies- Imbalanced diets high in calorie
and low in vitamin and mineral– Stress of keeping up the career that provides the
material growth Heightened premature ageing of the body
cells largely due to lifestyle changes
In sum
Heart disease has crossed all traditional notions of socio economic class, gender and age and thus can afflict just about anyone
Understanding what are the common perceptions of
aspirinin this frightening scenario
The common knowledge…
A mild, daily pill for – Headaches– Fever– Body ache
“Its like Crocin, Disprin types, for fever and headache” “Can be taken without any fear …bacche ko bhi khila
sakte hain” “Like vitamins …needs no real doctor to tell us how to
take it”
Believability and acceptance as a pill for healthy heart
All said they would appreciate the advise but would need more credible reasons on why they should take aspirin on a daily basis
Doctor’s intervention essential…“My GP has to prescribe Aspirin and convince me more about the benefits. Why should I just pop a drug?”
“I was told by my GP once to have half a crocin everyday to maintain the blood flow for healthy heart but I don’t do it as I am not convinced enough by the doctor to practice it.”
“I would not consume medicines just like that as I have fear side effects”
“Since I have family history of heart problems, to avoid it I will definitely go for it”
Trepidation when it comes to popping a pill…especially for the
heart Building high relevance a must The fear of dependency on a pill must
be dispelled The fear of side effects nullified The role of the doctor never lessened
Is the problem as simple?
No association of Aspirin with a healthy heart
Thus dispel the common myth …aspirin is for headaches, not for heart aches!
Is this substantial enough Is this substantial enough to become a communication route?to become a communication route?
People need more to believe before they accept the need to take any pill
Thus the need to find the right connect
The key
Is to find the core vulnerability …that will make us believe in the importance of this tiny but vital health support
And convince that aspirin is an effective weapon to counter the risk of heart disease – but not the substitute for healthy living
Thereby understanding and promoting the need for a healthier lifestyle
Mudra team chats with the TG…Age 40 plus (mandatory), Urban,
working and non working, M/F At least one medical and one lifestyle
criteria
An eye into today’s prospective consumers
lifestyle…finding the insightful connect
Tracking today’s life needs towards health
Physiological needs – biological/what my body can’t do without
Physical needs-what I can do physically
Social needs What I have to do to live/
be accepted in society
Self /individual needs What I need for my
own balance and peace of mind
Heightened Awareness Most people today are highly aware of the risk of heart problems and a healthy lifestyle is aspirational. However…
A majority said that they tried in some way to adopt healthy eating habits– Vegetarian food, home cooked, less fatty, avoid sugar,
smoke less– But what can I do, there is so much of outside food
that we cannot control-fast food, cheese, snacks…I can’t be unsocial. Besides often both of us work…so there is no option”
The need for a fitness routine is high, but few actually get around to putting in adequate hours of exercise – I try and walk at least on weekends– “Where is the time I get back home in this city…I try
aerobics or some form of planned exercise, but it is hard to keep up”
The need for an active social life is also high as it is the new attitude to life –work hard, play hard – “Yes we do socialize a lot and we have to be part
of the crowd”…justifying the need to indulge
The need for time for self high (…but it is only the new generation that is putting it’s foot down)– The 40’s of today are competing to be ahead in their
career’s …many succumbing to the pressures of their jobs/lives
– “I keep trying to rejuvenate by taking weekends off. I also joined yoga, tried meditation & art of living …but it really takes a lot to keep up with all this”
Thus a gap between aspiration Thus a gap between aspiration and perspiration and perspiration
Shortcuts are the way…
I try and eat salad at least once a
day
I can’t exercise regularly –so I eat veg food twice a week
I only smoke
when I step out of office – that helps me reduce
intake
I get my check ups …nothing is
abnormal so why should I
worry
I use Equal in my tea –
now I don’t feel so bad
After all we are only human and we will find rationalizations
I usually don’t drink –but
socially I let go
The reality
The fact is that people stop listening if another message comes along and tells them to inculcate healthy lifestyles…a mental wall gets gradually built
There is thus, a need to find a sharper trigger and ride with a real need
Attitude to life post forty
The rush to keep up Life in a consumerist society has pressures to keep
up and all of us are guilty Competition intense and so are our insecurities
– At 40 the key insecurity is to be overtaken by the younger lot …thus the need to stay youthful and in touch
– At 40 most of us have responsibilities & dreams too…house loan, car loan, personal loan, kids education, travel abroad. And the fear “will I be able to provide for all these”
Post forty is the threat of a mid-life crisis that will urge me to dwell within and realize that the younger part of my life is gone and there is yet much to be achieved
The poor heart is keeping up with these fears and vulnerabilities
Need to fit into children’s lives Parental relationships are not the traditional
top-down structure …friends is the definition of today
Strong need to keep up and fit into the kid’s life & doing things together …a 50 year old wants to hike with his kids and keep up. Today it is shameful to self admit one cannot keep up
Look at the way people dress today-the walls defining age have dissolved to a more universal look– Capri's and tees for mom and daughter – Same sneakers & jeans for dad and son
High need to be as youthful – look and feel
18 till I die Today age is no criteria to curtail living a
full life. Most 40 pluses are living it up– Having the health to do all the things young
people traditionally did – People have far active lives – travel more, are
out of home more – Breaking of the archetypical roles – decorum
and dignity of doing youthful things after a certain age …its now ok to let your hair down
There is also social pressure to look good (youthful & fit) and in turn feel good
The definition and criteria for being young has expanded beyond 40
The key fears on the risk of heart problems
A life of part dependency-on family, drugs, etc An active full life – I should be able to play
cricket with my son, take my family on picnics, travel, eat normal food…you are young but once
To look and feel as youthful…a heart disease can age you prematurely as the restrictions post are not the way of a youthful life
Of being burned out –a heart problem spells that you have to slow down
Of becoming old before my time – what will people say, “heart trouble hai usko. They only said that of old people”?
Fit for the future – as my kids are dependant on me, I have to fulfill their dreams
The fear A life curtailed before its time…
The fear of old age catching up and not letting people do the things they have
dreamed and wished to do
The Medical Fact
Today the age of the organs has nothing to do with the chronological age of the person
Recently the oldest man in the world died. Post mortem declared the age of all his organs was much younger than his chronological age of 123 yrs
The heart too can age prematurely if not kept healthy and fit
The Brand
The elixir for a youthful heart Keeps blood pumping into it keeping it
healthy and fit The upholder of all good things to
keep young
Making the connections to arrive at the brand proposition
The Promise Aspirin for
Young Hearts
ProductRational benefitClears arteries for uninterrupted blood flow to the heart keeping it youthful
Human insight The fear of growing old before one’s time
The Brand ValuesThe elixir of a youthful heart Proponent of a healthy lifestyle
Creative Approach 1
AspirinJawaa dil ka pill
Introducing – Yo the young heart
Film
Other Young Heart Ideas
Young Hearts Health check up camps – Get your ECG and check theage of your heart
Young hearts Laughter Clubs at major parks across the city
Yo merchandise
Route 2
Web and interactive ideas
Website – [email protected]– How forty are you – 40 good things to start today – Message board – Blogs – Hearty 40 community– Forty great books to read – Page 40– 40th birthday wish– Friends referrals – over 40ies receive a gift on
your behalf