Prasad mangipudi- V.P- Aurobindo Pharma

1
Operation Brand Pharma India

• Prasad mangipudi- V.P- Aurobindo Pharma
• Prof Arvind Sahay- IIM Ahmedabad

2
The idea

• To launch a
• Well thought through, well funded muti-media,
  mutli-activity medium term ( 3-5yr) 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

3
Key objectives

• To raise the awareness of Indian pharma success
  story
• To improve the credibility of the industry
• To showcase Indias entire set of strengths- both
  tangible and intangible
• To protect if from dubious attacks
• To position India as premium value destination

4
Target audience

• Decision makers of leading pharma companies of
  the world
• MoH and policy makers of various countries
• Members of regulatory bodies
• Local pharma bodies
• Distributors in regulated markets
• Local media

5
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

6
Umbrella brand message

• Always get it right with Indian pharma
• Leave it to Indian Pharma
• Indian Pharma can do it for you

7
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
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 pharma products with absolute confidence

8
Key points of the campaign

• Its 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

9
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

10
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

11
Ad campaign

• Ads in leading pharma journals and magazines
• On line ads on important pharma portals

12
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

13
Brand India film

• A video film showcasing Indias 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

14
Exhibitions

• Taking part in select exhibitions with Brand
  India stall
• Promote Indias strengths on one on one basis
• Might tie up with someone like UBM media for
  special promotional packages

15
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
  Indias strengths
• Also conduct exclusive workshops in select
  countries

16
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

17
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

18
Sponsored visits

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

19
Brand Ambassador

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

20
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!

21
How do we measure

• Through a perception shift study
• Through feedback from the industry personnel

22
Funding and team

• The projected out lay for the phase-1 ( 3 years)
  is around Rs. 30 crores
• MoC 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

23
Final word

• Its 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