Viagra Promotion Strategy Mod 23rd April 09
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Transcript of Viagra Promotion Strategy Mod 23rd April 09
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.