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’,
Current Marketing Strategies
Analyse the current marketing strategies of Panadol
Recommend new strategies for Panadol
market as a
first time in the introduced to
consumers just Supermarkets.
New packaging Panadol rapid
was introduced was launched
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
Panadol has segmented the market into adults and
Panadol Children’s: Parents
Panadol Tab/ Caps : Australians 18+.
Panadol Rapid : Younger female.
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.
2 blister package
Safety seal system????
Friendly design and
Relevant information for
Introduced the last
innovation in design.
Price in Price per Price in
Pharmacies tablet S/markets
Panadol Tablets 24
Herron Capsules 24
Herron Bottle Tab 60
Panadol Tablets 50
Panadol Tablets 100
Psychological Pricing tactic.
Cheaper prices per larger quantities.
Pharmacies / drugstores
Supermarkets / hypermarkets
Pharmacies are the main distribution channel
Position on shelf
Panadol Back & Pain
Panadol has 43% of the Analgesic shelf. It is located in
lines 1,2 and 3.
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
Panadol’s target market covers a big portion of the
Population, with TV being ideal to reach a wide
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.
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...