Panadol Marketing Report
Product Analysis Project
PANADOL
Table of contents
Executive Summary 1
Introduction 2
1Analysis of the company and industry 3
1.1The “Non-prescription analgesic” Industry in Australia 3
1.2 SWOT analysis: 4
2 Creating customer value, market segmentation, targeting and positioning 5
2.1 Creating customer value 5
2.1.1 Understanding needs 5
2.1.2 Building differential advantage 6
2.1.3 Building long-term relationships with customers 7
2.2 Market segmentation 7
2.3 Targeting market segments 8
2.4 Positioning 9
3 Evaluation of the marketing mix of Panadol® 10
Product 11
Pricing 12
Place 12
Promotion 12
Conclusion and Recommendation 13
References list: 14
Executive Summary
This Product Analysis Project is about the famous non-prescription analgesic manufacturer Panadol. Unlike its competitors, Panadol has a remarkable reputation and lower prices which are good for extending market share.
In order to create customers value, Panadol understands customers’ needs by providing different products contain different percentage of Paracetamol for adults and kids. Panadol also builds differential advantages as having more ranges than its major competitor Nurofen. It also builds their websites and joined in the Facebook to know more about their customers for sake of building long term customer relationship.
There are three recommendations to Panadol target customers and positioning. First, Women aged 20-35 have active, busy and highly socialized lives, they don’t appreciate any pain get in their way. They prefer carrying pain killers in their bag. It is a great chance for Panadol giving more insights into modern female’s life and produce stylish products get in touch with their modern lives. Second, for women suffer from period pain, a research criticizes Nurofen period pain products are not specifically for relieving pain from period. It works in the same way as killing tension headache. Panadol should seize the opportunity to investigate more
PANADOL
Table of contents
Executive Summary 1
Introduction 2
1Analysis of the company and industry 3
1.1The “Non-prescription analgesic” Industry in Australia 3
1.2 SWOT analysis: 4
2 Creating customer value, market segmentation, targeting and positioning 5
2.1 Creating customer value 5
2.1.1 Understanding needs 5
2.1.2 Building differential advantage 6
2.1.3 Building long-term relationships with customers 7
2.2 Market segmentation 7
2.3 Targeting market segments 8
2.4 Positioning 9
3 Evaluation of the marketing mix of Panadol® 10
Product 11
Pricing 12
Place 12
Promotion 12
Conclusion and Recommendation 13
References list: 14
Executive Summary
This Product Analysis Project is about the famous non-prescription analgesic manufacturer Panadol. Unlike its competitors, Panadol has a remarkable reputation and lower prices which are good for extending market share.
In order to create customers value, Panadol understands customers’ needs by providing different products contain different percentage of Paracetamol for adults and kids. Panadol also builds differential advantages as having more ranges than its major competitor Nurofen. It also builds their websites and joined in the Facebook to know more about their customers for sake of building long term customer relationship.
There are three recommendations to Panadol target customers and positioning. First, Women aged 20-35 have active, busy and highly socialized lives, they don’t appreciate any pain get in their way. They prefer carrying pain killers in their bag. It is a great chance for Panadol giving more insights into modern female’s life and produce stylish products get in touch with their modern lives. Second, for women suffer from period pain, a research criticizes Nurofen period pain products are not specifically for relieving pain from period. It works in the same way as killing tension headache. Panadol should seize the opportunity to investigate more
References: Research, 2013, GSK, viewed on < http://www.gsk.com/research.html > 2008, ‘PR positions Panadol Rapid Handipak as the must have accessory for every girl’s handbag’, Pusle Communications company, viewed on 30th September, 2013 http://www.lib.uts.edu.au/gta/14237/pr-positions-panadol-rapid-handipak-must-have-accessory-every-girls-handbag 2012, ‘Do more, feel better, live longer’, GlaxoSmithKline, viewed on 30th September, 2013 http://www.gsk.com/content/dam/gsk/globals/documents/pdf/corporateresponsibility/cr-report-2012/gsk-cr-2012-report.pdf 2013, ‘Panadol Alternate’, Piglobal, viewed on 30th September, 2013