Operation Brand Pharma India PRASAD MANGIPUDI- V. P- AUROBINDO PHARMA PROF ARVIND SAHAY- IIM AHMEDABAD
The idea To launch a Well thought through, well funded muti-media, mutliactivity medium term ( 3 -5 yr) global campaign Fully supported by all the stakeholders To establish India firmly as “ the first choice pharma partner” for the entire global pharma fraternity For the entire spectrum of pharma services Brand Pharma India
Key objectives To raise the awareness of Indian pharma success story To improve the credibility of the industry To showcase India’s entire set of strengths- both tangible and intangible To protect if from dubious attacks To position India as “premium value destination” Brand Pharma India
Target audience Decision makers of leading pharma companies of the world Mo. H and policy makers of various countries Members of regulatory bodies Local pharma bodies Distributors in regulated markets Local media Brand Pharma India
Brand India- what it stands for The approach An umbrella brand message Specific customised “sub-brand messages” to various target audiences mentioned earlier Brand message will be the combination of functional as well as emotional, tangible and intangible elements Functional elements will differentiate it from the other players Emotional elements will help in “connecting” Brand Pharma India
Umbrella brand message Always get it right with Indian pharma Leave it to Indian 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 Mo. H 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 confidence Brand 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 campaign Will be implemented in a very professional way after extensive ground work Phase I will last 3 -4 years A 360 degree exercise touching the TA in more ways than one to create lasting impact Industry 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 size Growth rates Market share of Indian pharma Growth of Indian pharma share India 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 barriers Will go on lot of material including the packaging material Brand Pharma India
Ad campaign Ads in leading pharma journals and magazines On line ads on important pharma portals Brand Pharma India
Website An exclusive website to promote Brand India Will be single point source of “quality Indian products & services” Will promote success stories, case studies Will 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 stall Promote India’s strengths on one basis Might 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 markets Planting stories in local media Technical articles from Indian experts Regular press conferences Orientation 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 Mo. C 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
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