Marketing Strategy Panadol

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  • Topic: Metropolitana di Napoli, Madrid Metro, Ibuprofen
  • Pages : 14 (1065 words )
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  • Published : December 2, 2012
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Did you know?
 Some people feel more pain than others. The reason is

probably perception. The brain works by association.
 Ibuprofen is analgesic and anti-inflammatory but

Paracetamol is just analgesic.
 The ‘dol’ in Panadol is derived from the Latin word ‘dolor’,

meaning pain

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Content
 Objectives
 Panadol Background
 Target Market
 Current Marketing Strategies
 4 P’s
 Analysis
 Options
 Conclusions
 Next Step
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Objectives
 Analyse the current marketing strategies of Panadol
 Recommend new strategies for Panadol

5

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Panadol’s History
1956
Launched
Australian
market as a
prescription
medicine

1970

1980

Panadol is
marketed for
Panadol is
first time in the introduced to
consumers just Supermarkets.
in Pharmacies

1998

2007

New packaging Panadol rapid
was introduced was launched

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Panadol
 It is the most widely available pain reliever in the world, and

leader in many.
 It competes in the analgesic market, with generics products

and registered brands.
 All Australian Panadol products are manufactured in

Sydney.

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Target Market
 Panadol has segmented the market into adults and

children´s presentations.
 Panadol Children’s: Parents
 Panadol Tab/ Caps : Australians 18+.
 Panadol Rapid : Younger female.

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Panadol
 It is the most trusted brand of pain reliever in Australia.  Panadol is a paracetamol, analgesic , effective

temporary relief of any kind of pain. =?????
 It has led the innovation in pain relief, introducing

different forms and presentations: tablets, caplets,
capsules, suppositories, among others.
 Also Panadol has included line extensions in different

markets: Cold & Flu, Osteo and Children’s market.
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Packaging
 2 blister package
 Safety seal system????

 Friendly design and

homogeneous.
 Relevant information for
the patient.
 Introduced the last
market leading
innovation in design.
Panadol Rapid
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Price
Product

Price in Price per Price in
Pharmacies tablet S/markets

Price
per
tablet

Panadol Tablets 24

2,99

0,12

2,99

0,12

Herron Capsules 24

2,99

0,12

2,56

0,11

Herron Bottle Tab 60

4,69

0,08

Panadol Tablets 50

5,69

0,11

Panadol Tablets 100

8,99

0,09

 Psychological Pricing tactic.
 Cheaper prices per larger quantities.

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Distribution
2007

69%

22%

7% 1%

2006

69%

22%

7% 1%

0%

20%

40%

Pharmacies / drugstores
Convenience Stores

60%

80%

100%

Supermarkets / hypermarkets
Independent Retailers

 Intensive Distribution
 Pharmacies are the main distribution channel
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Position on shelf
P. Rapid

Panadol Children

Panadol

Line 1

Panadol
Panadol Back & Pain

Line 2
Panadol

Line 3

Nurofen

Line 4

Nurofen

Line 5

Paracetamol Coles

Ibuprofen Coles
Herron
other products

Advil

Line 6
Line 7
Line 8
Line 9

 Panadol has 43% of the Analgesic shelf. It is located in

lines 1,2 and 3.
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Advertising
 Glaxo is No. 1 in the top 10 of advertiser’s

pharmaceuticals companies in Australia ?????
 Glaxo invested $25. 8 million during 2008, with 15

million supporting Panadol, across all media.
 Glaxo uses all means of communication to market

Panadol, emphasising the key factors of speed and
effectiveness, including its suitability for all ages
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TV
 Panadol’s target market covers a big portion of the

Population, with TV being ideal to reach a wide
geographic coverage.
 Panadol has been on TV all year, it is the biggest

portion in its budget.
 Panadol commercials try to make an emotional link

with the consumer and uses positives reinforcement.
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Magazines
 This year Panadol has advertised in publications such

as Cosmopolitan and NW, the 2 lifestyle magazines
most read in Australia.
 Magazines are good strategy for...
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