Project Lantus

Trigger

Where are we today• Diabetes is a silent killer• More than 40 million Indians have diabetes• Lack of awareness in people who have diabetes is 64%

(Source : PODIS study)• Recent studies show 15% of Mumbaites are potential

diabetics• Most patients are not conversant with the long term effects

of this condition• Doctors prescribing for diabetics choose diet & exercise as

first line of treatment & oral medication as the next.• Patients often not cooperative about lifestyle restrictions

associated with insulin• Low cost insulin options available in the market

Who are we talking to

• Doctors• Patients• The distribution channel e.g Chemists• Public• Government & regulatory authorities

What are we saying

• Maintain your quality of life with this new international, tried & tested drug

• Feel so much better than you ever have before

• Desired response :“ I cannot imagine life before Lantus”

Why should we be believed

• Aventis is a world leader in discovery, development & marketing of innovative pharma products

• Heritage of oral medication for diabetics • Inspires faith & confidence in Lantus because it

has been clinically proven in the Europe & US markets

• We're going to try & change the way the market perceives insulin

• We're going to try & change the expectation of the market from insulin

• Competition will be closely watching our every move

• We will need to hence – plan & move with speed

Lantus – The next revolution begins…… Lantus – The next revolution begins……

The Brand’s Primary Characteristics

• At the heart of the brand is a certain “Smartness”

• The fact it is new, has its own seduction

• Add to that the fact that its a lifestyle booster, the seduction is enhanced

• It is a fact that the current user base consider diabetes an impediment & the medication yet another barrier

• At this point we bring in a brand that promises to alter lifestyle

• The brand must cue - helpful and convenience.

• At the soul of Hotmail lies its sheer convenience

The Common Factors

• Marketing is increasingly about creating buzz

• When brands and habits become the buzz, brands spread through consumers like a potent virus

• A recent case of buzz marketing is SMS

• The Internet and e-mail were other ones

• Lantus stands a good chance by getting onto the buzz bus

• The game is about boosting life, bettering lifestyle

• Lantus must be made Fashionable

The Opportunity

• Lifestyles are changing. Leisure time’s compressed irrespective of age

• Add to that the convenience angle

• The opportunity therefore is not just to reinvent the wheel but to launch Lantus with all the buzz of its core brand values

• Got to get Lantus to be the shorthand of being convenient, lifestyle enhancer & that is being informed, being ahead, being in

Relevant trends currently affecting the category

• The opportunity is to create a lifestyle brand. Not just a medical product.

• From the users perspective , Lantus may well present an opportunity to recapture “life as it once was”

• Age is no longer a consideration.

• When the largest adopters of a new products , Internet, belong in the 25-44 age group, age takes a backseat

• Once again, SMS a buzz classic nods in that direction

Consumer-category relationship

• Right now, There isn’t any

• But unlike other medical products where criticality of the relationship is not a factor, we must tie in loyalty, stickiness & convenience into the brand

• Lantus must be “the thing” to do

• People like being part of the buzz. They adopt more vociferously when they are the buzz or part of it

• Lantus must become the buzz

Lantus Brand Wheel

Attributes

Benefits

Values

Personality

Brand

Essence

ATTRIBUTESFrom Aventis, tried & tested, innovative

BENEFITSRecapture Lifestyle, Maintain quality of life,Self Empowerment , Feel good factor, Confidence booster

VALUESEnrichment, Superior

PERSONALITYSophisticated, Leader

BRAND ESSENCE‘Blend of smartness,convenience & quality of life’

What should Brand Lantus do - 1

Communication Objectives :

• If Lantus wants acceptance amongst target audience, it will have to – Position itself sharply and uniquely.

• Critical to develop “Positioning” based on its inherent strengths i.e. give Product a brand status

What should Brand Lantus do - 2

Communication Objectives :• Highlight the importance of quality of life• Sharpfocus on present lifestyle restrictions of

insulin therapy i.e before Lantus• Position Lantus sharply and uniquely as being

the catalyst that helps recapture lifestyle for diabetics

• Be Seen. Be Heard. Be Talked About

In summation….

• Need for building a distinct brand in a me-too category• Educate market about Lantus & benefits • Lantus to become the currency of speech• Generic to insulin usage• Get media to expose the brand values.• Get beyond the flesh and bones of product Lantus and build

an enduring bond with the users• Create brand associations that are uniquely Lantus and are

based on user insights/experiences• Equate expense with quality enhanced lifestyle

Creative Platform

Sharply differentiate quality of life Before & after Lantus

Creative Platform

“LIFE WITHOUT LANTUS”

Creative Rendition - 1

“What’s in your Lunch Box”

“Imagine Life Without Lantus 1”“Imagine Life Without Lantus 2”

Creative Rendition - 2

“Rewind your Life”

“Imagine Life Without Lantus”

How will we get there

• Multi pronged campaign• Multi media presence• Below the line activities

– Tie ups– Direct Mail– Booklet/brochure at POS with product– Community forum amongst doctors– Club Lantus – across forums

• Direct Mail

‘LANTUS’ - India Launch Plan• Phase I : Pre Launch

– Create interest and curiosity about the ‘new product’– Make India look forward to the latest medical innovation– Liaise with Govt & regulatory authorities– Media : Tease with slow burn – 3 weeks– PR

• Phase II : Launch– Generate enquiries– Generate trials– Make patients ask & Doctors prescribe Lantus– Media : Blast phase – 4 – 6 weeks– PR

• Phase III : Post Launch– Generate PR – Convert trials to regular usage– Creation of Club Lantus– Media : Slow burn – 6 weeks tapering– PR

• Sell “ State of Mind”

• Mass Media– TV, FM Radio, Outdoor, Press

• On-Ground Activation

• PR

‘LANTUS’ - India Launch Plan

Media

Media Spend - Research

Costing for Research : ( Approx indication)Panel of 50 per monthTG: Male , SEC AB , 30+ or Female, SEC AB, 30+

Probe Area: Ad Recall, Comprehension Intension to buy/ Purchase behaviourLocation: 5 Metros Reporting : every three months for two cycles

Total Cost : 75000 per month x 6 = four lac fifty thousand only

Media - Press Rates

PressPublication Edition Circu Rate/cc Rate/cc

000s Bw Col

Times of India All Editions 2118 6800 9500

Mumbai 531 3500 6000

Delhi 880 2700 3300

Bangalore 302 1500 2000

Hindustan Times Delhi 955 3000 3500

Deccan Herald Bangalore 148 990 1700

Hindu all south edition 851 2750 3650

Telegraph Kolkata 1287 1795 3590

Eenadu Hyderabad 194 510 1275

India Today National 461 530000

Outlook National 252 290000

Business India National 82 193000

Business Today National 120 248000

Femina National 113 225000

Sananda National 121 160000

All the rates above are current card rates

Media – TV & FM Radio Rates

Television/RadioPrime Time Effective rate

Rs/ 10 sec

General Entertainment Channels

Star Plus 150000-300000

Sony Entertainment Television 85000-100000

Zee TV 40000-75000

News Channels Prime Time Effective rate

Aaj Tak* 11200-15500

Zee News 4000-6000

Star News 7000-9000

CNBC 2200-2500

BBC 3000-4000

FM Radio Prime Time Effective rate

Radio City 91 FM 1400

Radio Mirchi 1400

These are approximate market rates and will depend on the investment on the channel/station

Prime Time : 19:00-23:00 Hrs approx (TV) & 0800 - 1000 & 1700 - 2000 hrs (FM Radio)

Media – Press Launch PlanClient : ABC

Brand : XXX

Markets : Mumbai , Delhi, Kolkata, Chennai, Bangalore, Hyderabad,

TG : All Adults, 25+yrs,SEC-AB

Size - 250 , 120 cc colour

Markets Publication Lang Editions Rate/cc Size # Ins Total Cost Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8

Col CC

Mumbai Times Of India Eng Mumbai 6000 250 2 3000000 1 1

6000 120 4 0 1 1 1 1

Delhi Hindustan Times Eng Delhi 3500 250 2 1750000 1 1

120 4 0 1 1 1 1

Kolkatta Anand Bazar Patrika Ben Kolkatta 6790 250 2 3395000 1 1

Telegraph Eng Kolkatta Comb 250 2 1 1

Kolkatta Anand Bazar Patrika Ben Kolkatta 6790 120 4 3259200 1 1 1 1

Telegraph Eng Kolkatta Comb 120 4 1 1 1 1

Chennai Hindu Eng Chennai 3650 250 2 1200000 1 1

120 4 1200000 1 1 1 1

Bangalore Deccan Herald Eng Bangalore 1700 250 2 480000 1 1

1700 120 4 0 1 1 1 1

Hyderabad Eenadu Tel Hyderabad 1275 250 2 255000 1 1

1275 120 4 255000 1 1 1 1

22 14794200

Add Service Taxes ~ 8% 177530

Total Plan Cost 14971730

Above mentioned sizes are for billing purposes and not material sizes

All the rates mentioned are Card rates as of date

Through negotiations rates will come down by 6-8 % for Kolkatta and Bangalore papers

Plan Cost

Month 1 Month 2

Media – Press Follow up plan

Client : ABC

Brand : XXX

Markets : Mumbai , Delhi, Kolkata, Chennai, Bangalore, Hyderabad,

TG : All Adults, 25+yrs,SEC-AB

Size - Double spread colour

Markets Publication Lang Editions Rate/cc Size # Ins Total Cost Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk5 Wk6 Wk7 Wk8

B&W CC

National India Today Eng National 530000 Double Spread 6 3180000 1 1 1 1 1 1

Outook Eng National 290000 Double Spread 6 1740000 1 1 1 1 1 1

Business Today Eng National 248000 Double Spread 3 744000 1 1 1

Business India Eng National 193000 Double Spread 3 579000 1 1 1

Femina Eng National 225000 Double Spread 3 675000 1 1 1

Sanada Ben National 160000 Double Spread 3 480000 1 1 1

22 7398000

Add Service Taxes ~ 8% 88776.00

Total Plan Cost 7486776

All the rates mentioned are Card rates as of date

We may be able to get a discount of on 15-20% the overall plan cost

Plan Cost

Month 1 Month 2 Month 3

Media - Summary of Spends

• Surround sound for longer impact & percolation effect

Summary of SpendsPre Launch Phase Launch Phase Follow up phase Total Spends

Duration of campaign One Month Two months two monthsDuration mix 10 sec 30 & 10 Sec 20 & 10 SecTelevision 3302640 23373360 7908408PressDailies 14971730Magazines 7486776Total Spends 3302640 38345090 15395184 57042914Spends in Rs Lacs 33 383 154 570

Advertising Agency - Deliverables

• Creative thinking ability - Print, Radio, TV, Outdoor• Visualizing• Speed of servicing • Creative calls on client’s behalf • Client Interactions• Production capability• Production deadlines• Brand development / Proactive ideation

PR - Deliverables Introduce & launch ‘LANTUS” in India Build consumer awareness of Lantus and its benefits

through media relations Develop and support the launch initiatives in each city Build awareness & excitement around the innovation. Advise

and support consumer outreach activities to draw attention to the product benefit

Position Lantus in a leadership role, setting new standards in the diabetic environment

Position key company spokespersons as knowledge leaders Provide for any contingency planning requirements Organise familiarization meetings (one-on-one interviews) in all

key markets with journalists that write on the pharma industry Proactively create platforms for knowledge sharing on the

pharma industry through reports, trends, international learning's etc

Arrange to expose “Lantus heroes” with one on ones & attract media coverage

PR - Deliverables

• Generate excitement, hype and hoopla associated with the launch of Lantus

• Publicise/ Create frenzy around the launch and drive aggressive enquiries, word of mouth for the product

• Organise Press Conferences

PR - Deliverables

Promotional Idea – 1

Put your money where your mouth is

• Offer free Cadbury hamper with first Lantus purchase

Desired result

• Driving home confidence & credibility

Club Lantus – A brand-building tool

• Club Lantus is an opportunity for Lantus users to meet

• An event organised once every quarter, bringing the benefits, real life success stories of Lantus.

• Free Executive medical check ups• Free subscription to health newsletter incl recipes, exercise

tips, discounts on health equipment• Entry by invitation only – (plus 2 friends) of a super

mega Radio contest• Over time, it will help build our core brand value of

‘smartness, convenience & quality of life.

What do we hope to achieve

– Reliable Product– Credible heritage– Will recapture life as it used to be– The only product of its kind– Worth the expense

Ideal perception of Lantus in the user’s mind :

One final thought

“We are so busy measuring public opinion that we forget we can mold it.

We are so busy listening to statistics we forget we can create them”

- Bill Bernbach

Thank you