ألزقها و أرتاح
By: Abdelrhman Attia Tantawy, 2009
Overview
• KEFENTECH is a new product to
Egyptian market .
• Kefentech is a transdermal patch can
be used while fasting.
• Safety of Kefentech make it drug of
choice for pregnant , elderly,
asthmatic patient …. Etc
by:aa.tantawy
Objective
• Be Market leader for analgesic anti-
inflammatory plasters.
• Brand awareness between :
1. Pharmacists
2. Our costumers ..
• Educate the market about new product
features and indications .
• PUSH our product for trying .
by:aa.tantawy
TOWS analysis
S W
•Fast
•New product
•Long lasting
•Safe
•Open market •Focus our ad. before/in
O •No competition Ramadan. •Educts the market
•Ramadan •Make strong position .
•Appear of new
T competition soon. •positioning •Branding
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Target
– Pharmacist and doctors.
– Direct costumer
• Elderly
• Athletic
• Pregnant woman
• Fasting people .
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Positioning
– As the 1st “market leader” and the best.
– The long lasting pain killer.
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Promotion
• We’re going to use 3 ways ad. tools.
1. Audio media in FM radio
2. Press and in store printing.
3. Direct marketing .
• Don’t use sale promotion … will
decrease our product image …
by:aa.tantawy
AUDIO AD.
Idea generation
“Past it and relax”
Past it: to inform that relax: coming from
our product is a the 1st impetration to
transdermal patch the drug … also
not orally … reflect the fast onset
differentiation of action and long
between other duration.
heavy competitor …
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Concept
• new product need too attractive ad. To start word of
mouth and audient catching words. So using funny ad.
• Adding our position :
• long duration of action.
• Powerful effect
• fast onset of action .
• Emergence indication that can help you any time any where .
• Safety for pregnant .
• Kefentech don't break your feast.
• End the ad. With formal slogan with formal voice to
inform the customer about indications of the product.
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Radio ad. NO 1
Ramsees ….
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Creative idea
• It will be conversation between two
persons in the street.
• Trusting the product efficacy .
• use historical character to add long
duration of action.
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Radio ad. Script
• ”صٛخ ضارع ٚاضخص ٚسٍاراخ ...تً تٍٍة ” .
عًٍ :أدّذ ٛ٘ ,ي أرا عارٌف ٌٍح ذّثاي رِسٍس ٌسٗ ٚائف وذج ٚ •
ضٙر ِفرٚد ِٓ 100.000سٕح ؟؟!!!؟؟
أدّذٌ ٌٍٗ :ا أت ٛعًٍ ؟!! •
عًٍ :عٍطاْ داطٍد ٌسلح وٍفٕره عًٍ ضٙرج ِٓ ساعد ِا ٚأف ٕ٘ا... •
أدّذ ٌ :ا سالَ ٛ٘ ..ا فً ِماس ٛ؟؟!!.. •
• : Voوٍفرٍه ,أول ٌسلح أٌُ فً ِصر .
وٍفٕره ,اٌسلٙا ٚأرذاح
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Radio ad. NO 2
S3edi 3la alsoor
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Creative idea
• Using Egyptian persons from “als3eed”
makes good communication between
Egyptian market and our product ( ice-
break) .
• The idea is a conversation between a
bay and his father , the boy falls from
garden’s wall and start conversation in a
funny way
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Radio ad. Script
• :voفً ٌ ِٓ َٛاألٌاَ ِذّذٌٓ واْ تٍٍعة ٚ ٚلع عًٍ رجٍٗ ِٓ عًٍ اٌصٛر تراع
عستح أتٛج.
”صٛخ ٌٚذ تٍٍعة ٚ ...تعذٌٓ تٍمع ٚصٛخ أٌُ ضذٌذ ” .
آٖ ٌا تاتا آٖ رجًٍ ٚاجعأً أٚي !!!!!!!! آٖ • ِذّذٌٓ :
أٔطف ٌاد .خذ أٌسق وٍفٕرٍه عًٍ رجٍه ٚأٔد ذرذاح ؟!! • األب :
طٍة ... ٖٚ .دا اٌٛجع راح خاٌص ٌات. ٛ • ِذّذٌٓ :
• ٌٍِٙٛ ِٓ ٚ : Voا ِ ,ذّذٌٓ وً ٌ َٛتٍٕط ِٓ عًٍ اٌصٛر تراع عستد أتٛج
: Voوٍفرٍه ,أقىة ٌسلح أٌُ فً ِصر . •
وٍفٕره ,اٌسلٙا ٚأرذاح .
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Radio ad. NO 3
Alged alshoga3
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Creative idea
• For elderly segment we use grand
father as a symbol.
• Boy and his grandfather .the boy see
our patch on his grand arm so ask
“what is that!!” … and ad. Begin.
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Radio ad. Script
• ”صٛخ ٌٚذ تٍٍعة ٚ ...صٛخ عجٛز :عًٍ ٍِٙه عٍٍا ٌا ٌٚذ ” .
جذٚا جذٚا ٛ٘ ,ا أٌح أًٌ أرا دطح عًٍ دراعه دٖ ٌا جذٚا ؟!!؟ اٌٌٛذ : •
٘ا أ ًٌٚ؟؟!!؟ .
ٌاٖ ٌ ,سلح وٍفٕرٍه دج لصح أدٌّح ،وٕد ِاضً فً اٌصذرٖ ٚ • اٌجذ :
طٍع عٍٍا 3رجاٌح ِخٍفٍٓ ٚ .أٌ٘ ًٌٛاخ أًٌ ِعان ٚأال.......
ٚعٍّد أٌح ٌا جذٚا ٘ا ؟؟؟!!؟؟؟! • اٌٌٛذ :
ضرتر ُٙطثعا ,تس أذخثط فً دراعً ,فجأج جاًٌ ٚادذ أتٓ • اٌجذ :
دالي ٚأدأً ٌسلح وٍفٕرٍه ٚأًٌ ”أٌسلٙا ٚأٔرا دررذاح“ ِٓ ٚ
ساعرٙا ٚأٔا داطرٙا ٚدراعً ِٛجعٍٕص.
: Voوٍفرٍه ,أقىا ٌسلح أٌُ فً ِصر . •
وٍفٕره ,اٌسلٙا ٚأرذاح .
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Radio ad. NO 4
Pregnant woman
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Concept
• using pregnant woman because they
need safe product for low-back-pain .
• Long duration of action also needed in
this case.
• Ad. Take place between group of ladies
and one complains from low-back-pain .
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Radio ad. Script
”صٛخ آالَ ٌذاًِ ” . •
أٌذمٌ ًٔٛا تٕاخ ..اٌذًّ ٚجعًٍ ظٙري أعًّ أٌح ِٛ ٚش عاٌسج أخذ اٌذاًِ : •
داجٗ خاٌفح عًٍ اٌذًّ ....؟؟؟؟؟؟؟!!!!!؟!؟!؟
تصً ,جٍثً فٛطح ٚدطً عٍٍٙا ضٌٛح فٍفً ِع ضٌٛح ضطح ِ ٚ .عألذٍٓ وٍٛر ٌٍٍح: •
وثار ٔ ٚأئطح ٍِح ٔار ...رتع ساعح عًٍ إٌار ذٍذفا ٚدطٍٗ عًٍ ضٙرٌه
ٚوً دج دٍرٚح.
صٛخ خافد ” :أٖ صخ ,فىرج ترضح ٛ٘ ,ا وطري .
أٌح ٌا ٌٍٍ ٍٗٙدٖ .تٛصً عٍٍىً ٚعًٍ األتر اٌصٍٍٕح . عفاف: •
أل ٌا سٙا أٔا عٕذي اٌذً ...عٍٍىً ٚعًٍ ٌسلح وٍفٕره ِ ..فٍص ِٕٙا خٛف ٚ سٛزاْ : •
ِضّٔٛح .
: Voوٍفرٍه ,أئمن ٌسلح أٌُ فً ِصر . •
وٍفٕره ,اٌسلٙا ٚأرذاح .
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Radio ad. NO 5
RAMADAN
by:aa.tantawy
Creative idea
• Make a special ad. For Ramadan to inform
Egyptian market .
• Because it’s a new information to most of
customers so we going to use pure , clear ,
simple ad. Make serious as match as we can .
That will increase our credibility.
• Ad informed as a news or spot information.
by:aa.tantawy
Radio ad. Script
• وً سٕح ٚأٔرُ طٍثٍٓ .
• أٔا د .خاٌذ ٚعاٌس أئٛي عٍى داجح ِ ّٗٙتّٕاسثح رِضاْ .ذأدر
ذسرخُ ٌسلاخ وٍفٕره ٚذرذاح ِٓ األٌُ درى فً رِضاْ ٚ .دٖ
عٍطاْ وٍفٕره ِثرٕمضطً اٌصٍاَ ٚدج تسثة أٙا ترٛأف األٌُ
عٓ طرٌك اٌجٍذ تس.
• : Voوٍفرٍه ,بتتمنالك صىما هنياُ و أفطار شهياُ.
وٍفٕره ,اٌسلٙا ٚأرذاح .
by:aa.tantawy
PRESS
Flyers & drop cards
• Flays in Egyptian Arabic language placed in all
distribution channels.
• Content : clear and simple indications and
advantages.
• Due to the new dosage form of pain killer , so use
design looks like the patch itself from the back…
and the info written in the front .
• The Stand appear like human back with a patch
(also the place of flyers)
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PHARMACY STAND
PASTit a
d
n RELAX
Y
O
U
R
LIFE
KEFENTECH
Ketoprofen 30mg
PLASTER
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Flyer ( front )
KEFENTECH
Ketoprofen 30mg
PLASTER
Ankle Hand Back pregn
nee elderly
pain pain pain ancy
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Flyer ( back)
PAST itand
RELAX
KEFENTECH PLASTER
Ketoprofen 30mg
by:aa.tantawy
[email protected]
002 010 74 20 147
BY.ABDULRHMAN ATTIA TANTAWY
