‫ألزقها و أرتاح‬

By: Abdelrhman Attia Tantawy, 2009

 Overview

• KEFENTECH is a new product to

Egyptian market .

• Kefentech is a transdermal patch can

be used while fasting.

• Safety of Kefentech make it drug of

choice for pregnant , elderly,
asthmatic patient …. Etc
by:aa.tantawy
 Objective

• Be Market leader for analgesic anti-

inflammatory plasters.

• Brand awareness between :

1. Pharmacists
2. Our costumers ..

• Educate the market about new product

features and indications .

• PUSH our product for trying .

by:aa.tantawy
 TOWS analysis

S W

•Fast
•New product
•Long lasting
•Safe

•Open market •Focus our ad. before/in

O •No competition Ramadan. •Educts the market
•Ramadan •Make strong position .

•Appear of new
T competition soon. •positioning •Branding

by:aa.tantawy
 Target

– Pharmacist and doctors.

– Direct costumer
• Elderly
• Athletic
• Pregnant woman
• Fasting people .

by:aa.tantawy
 Positioning

– As the 1st “market leader” and the best.

– The long lasting pain killer.

by:aa.tantawy
 Promotion

• We’re going to use 3 ways ad. tools.

1. Audio media in FM radio
2. Press and in store printing.
3. Direct marketing .

• Don’t use sale promotion … will

decrease our product image …
by:aa.tantawy
AUDIO AD.
 Idea generation

“Past it and relax”

Past it: to inform that relax: coming from

our product is a the 1st impetration to
transdermal patch the drug … also
not orally … reflect the fast onset
differentiation of action and long
between other duration.
heavy competitor …

by:aa.tantawy
 Concept

• new product need too attractive ad. To start word of

mouth and audient catching words. So using funny ad.

• Adding our position :

• long duration of action.
• Powerful effect
• fast onset of action .
• Emergence indication that can help you any time any where .
• Safety for pregnant .
• Kefentech don't break your feast.

• End the ad. With formal slogan with formal voice to

inform the customer about indications of the product.
by:aa.tantawy
Radio ad. NO 1
Ramsees ….

by:aa.tantawy
 Creative idea

• It will be conversation between two

persons in the street.

• Trusting the product efficacy .

• use historical character to add long

duration of action.
by:aa.tantawy
 ‫‪Radio ad. Script‬‬

‫• ”ص‪ٛ‬خ ضارع ‪ ٚ‬اضخص ‪ ٚ‬سٍاراخ ‪ ...‬تً تٍٍة ” ‪.‬‬

‫عًٍ ‪ :‬أدّذ ‪ٛ٘ ,‬ي أرا عارٌف ٌٍح ذّثاي رِسٍس ٌسٗ ‪ٚ‬ائف وذج ‪ٚ‬‬ ‫•‬
‫ض‪ٙ‬ر ِفر‪ٚ‬د ِٓ ‪ 100.000‬سٕح ؟؟!!!؟؟‬
‫أدّذ‪ٌ ٌٍٗ :‬ا أت‪ ٛ‬عًٍ ؟!!‬ ‫•‬
‫عًٍ‪ :‬عٍطاْ داطٍد ٌسلح وٍفٕره عًٍ ض‪ٙ‬رج ِٓ ساعد ِا ‪ٚ‬أف ٕ٘ا‪...‬‬ ‫•‬
‫أدّذ ‪ٌ :‬ا سالَ ‪ٛ٘ ..‬ا فً ِماس‪ ٛ‬؟؟!!‪..‬‬ ‫•‬

‫• ‪ : Vo‬وٍفرٍه ‪ ,‬أول ٌسلح أٌُ فً ِصر ‪.‬‬

‫وٍفٕره ‪ ,‬اٌسل‪ٙ‬ا ‪ ٚ‬أرذاح‬
‫‪by:aa.tantawy‬‬
Radio ad. NO 2
S3edi 3la alsoor

by:aa.tantawy
 Creative idea

• Using Egyptian persons from “als3eed”

makes good communication between
Egyptian market and our product ( ice-
break) .

• The idea is a conversation between a

bay and his father , the boy falls from
garden’s wall and start conversation in a
funny way
by:aa.tantawy
 ‫‪Radio ad. Script‬‬

‫• ‪ :vo‬فً ٌ‪ ِٓ َٛ‬األٌاَ ِذّذٌٓ واْ تٍٍعة ‪ٚ ٚ‬لع عًٍ رجٍٗ ِٓ عًٍ اٌص‪ٛ‬ر تراع‬
‫عستح أت‪ٛ‬ج‪.‬‬

‫”ص‪ٛ‬خ ‪ٌٚ‬ذ تٍٍعة ‪ ٚ ...‬تعذٌٓ تٍمع ‪ ٚ‬ص‪ٛ‬خ أٌُ ضذٌذ ” ‪.‬‬

‫آٖ ٌا تاتا آٖ رجًٍ ‪ٚ‬اجعأً أ‪ٚ‬ي !!!!!!!! آٖ‬ ‫• ِذّذٌٓ ‪:‬‬

‫أٔطف ٌاد ‪ .‬خذ أٌسق وٍفٕرٍه عًٍ رجٍه ‪ ٚ‬أٔد ذرذاح ؟!!‬ ‫• األب ‪:‬‬
‫طٍة‪ ... ٖٚ .‬دا اٌ‪ٛ‬جع راح خاٌص ٌات‪. ٛ‬‬ ‫• ِذّذٌٓ ‪:‬‬

‫• ‪ٌٍِٙٛ ِٓ ٚ : Vo‬ا ‪ِ ,‬ذّذٌٓ وً ٌ‪ َٛ‬تٍٕط ِٓ عًٍ اٌص‪ٛ‬ر تراع عستد أت‪ٛ‬ج‬

‫‪ : Vo‬وٍفرٍه ‪ ,‬أقىة ٌسلح أٌُ فً ِصر ‪.‬‬ ‫•‬

‫وٍفٕره ‪ ,‬اٌسل‪ٙ‬ا ‪ ٚ‬أرذاح ‪.‬‬
‫‪by:aa.tantawy‬‬
Radio ad. NO 3
Alged alshoga3

by:aa.tantawy
 Creative idea

• For elderly segment we use grand

father as a symbol.

• Boy and his grandfather .the boy see

our patch on his grand arm so ask
“what is that!!” … and ad. Begin.

by:aa.tantawy
 ‫‪Radio ad. Script‬‬

‫• ”ص‪ٛ‬خ ‪ٌٚ‬ذ تٍٍعة ‪ٚ ...‬ص‪ٛ‬خ عج‪ٛ‬ز ‪ :‬عًٍ ِ‪ٍٙ‬ه عٍٍا ٌا ‪ٌٚ‬ذ ” ‪.‬‬

‫جذ‪ٚ‬ا جذ‪ٚ‬ا ‪ٛ٘ ,‬ا أٌح أًٌ أرا دطح عًٍ دراعه دٖ ٌا جذ‪ٚ‬ا ؟!!؟‬ ‫اٌ‪ٌٛ‬ذ ‪:‬‬ ‫•‬
‫٘ا أ‪ ًٌٚ‬؟؟!!؟ ‪.‬‬
‫ٌاٖ ‪ٌ ,‬سلح وٍفٕرٍه دج لصح أدٌّح ‪ ،‬وٕد ِاضً فً اٌصذرٖ ‪ٚ‬‬ ‫• اٌجذ ‪:‬‬
‫طٍع عٍٍا ‪ 3‬رجاٌح ِخٍفٍٓ ‪ٚ .‬أٌ‪٘ ًٌٛ‬اخ أًٌ ِعان ‪ٚ‬أال‪.......‬‬
‫‪ ٚ‬عٍّد أٌح ٌا جذ‪ٚ‬ا ٘ا ؟؟؟!!؟؟؟!‬ ‫• اٌ‪ٌٛ‬ذ ‪:‬‬
‫ضرتر‪ ُٙ‬طثعا ‪ ,‬تس أذخثط فً دراعً ‪ ,‬فجأج جاًٌ ‪ٚ‬ادذ أتٓ‬ ‫• اٌجذ ‪:‬‬
‫دالي ‪ ٚ‬أدأً ٌسلح وٍفٕرٍه ‪ ٚ‬أًٌ ”أٌسل‪ٙ‬ا ‪ ٚ‬أٔرا دررذاح“ ‪ِٓ ٚ‬‬
‫ساعر‪ٙ‬ا‪ ٚ‬أٔا داطر‪ٙ‬ا ‪ ٚ‬دراعً ِ‪ٛ‬جعٍٕص‪.‬‬

‫‪ : Vo‬وٍفرٍه ‪ ,‬أقىا ٌسلح أٌُ فً ِصر ‪.‬‬ ‫•‬

‫وٍفٕره ‪ ,‬اٌسل‪ٙ‬ا ‪ ٚ‬أرذاح ‪.‬‬
‫‪by:aa.tantawy‬‬
Radio ad. NO 4
Pregnant woman

by:aa.tantawy
 Concept

• using pregnant woman because they

need safe product for low-back-pain .

• Long duration of action also needed in

this case.

• Ad. Take place between group of ladies

and one complains from low-back-pain .

by:aa.tantawy
 ‫‪Radio ad. Script‬‬

‫”ص‪ٛ‬خ آالَ ٌذاًِ ” ‪.‬‬ ‫•‬

‫أٌذم‪ٌ ًٔٛ‬ا تٕاخ ‪ ..‬اٌذًّ ‪ٚ‬جعًٍ ظ‪ٙ‬ري أعًّ أٌح ‪ِٛ ٚ‬ش عاٌسج أخذ‬ ‫اٌذاًِ ‪:‬‬ ‫•‬
‫داجٗ خاٌفح عًٍ اٌذًّ ‪....‬؟؟؟؟؟؟؟!!!!!؟!؟!؟‬
‫تصً ‪ ,‬جٍثً ف‪ٛ‬طح ‪ ٚ‬دطً عٍٍ‪ٙ‬ا ض‪ٌٛ‬ح فٍفً ِع ض‪ٌٛ‬ح ضطح ‪ِ ٚ .‬عألذٍٓ وٍ‪ٛ‬ر‬ ‫ٌٍٍح‪:‬‬ ‫•‬
‫وثار ‪ٔ ٚ‬أئطح ٍِح ٔار ‪ ...‬رتع ساعح عًٍ إٌار ذٍذفا ‪ ٚ‬دطٍٗ عًٍ ض‪ٙ‬رٌه‬
‫‪ٚ‬وً دج دٍر‪ٚ‬ح‪.‬‬
‫ص‪ٛ‬خ خافد ‪” :‬أٖ صخ ‪ ,‬فىرج ترضح ‪ٛ٘ ,‬ا وطري ‪.‬‬
‫أٌح ٌا ٌٍٍ‪ ٍٗٙ‬دٖ ‪ .‬ت‪ٛ‬صً عٍٍىً ‪ ٚ‬عًٍ األتر اٌصٍٍٕح ‪.‬‬ ‫عفاف‪:‬‬ ‫•‬
‫أل ٌا س‪ٙ‬ا أٔا عٕذي اٌذً ‪ ...‬عٍٍىً ‪ ٚ‬عًٍ ٌسلح وٍفٕره ‪ِ ..‬فٍص ِٕ‪ٙ‬ا خ‪ٛ‬ف ‪ٚ‬‬ ‫س‪ٛ‬زاْ ‪:‬‬ ‫•‬
‫ِضّ‪ٔٛ‬ح ‪.‬‬

‫‪ : Vo‬وٍفرٍه ‪ ,‬أئمن ٌسلح أٌُ فً ِصر ‪.‬‬ ‫•‬

‫وٍفٕره ‪ ,‬اٌسل‪ٙ‬ا ‪ٚ‬أرذاح ‪.‬‬
‫‪by:aa.tantawy‬‬
Radio ad. NO 5
RAMADAN

by:aa.tantawy
 Creative idea

• Make a special ad. For Ramadan to inform

Egyptian market .

• Because it’s a new information to most of

customers so we going to use pure , clear ,
simple ad. Make serious as match as we can .
That will increase our credibility.

• Ad informed as a news or spot information.

by:aa.tantawy
 ‫‪Radio ad. Script‬‬

‫• وً سٕح ‪ٚ‬أٔرُ طٍثٍٓ ‪.‬‬

‫• أٔا د‪ .‬خاٌذ ‪ ٚ‬عاٌس أئ‪ٛ‬ي عٍى داجح ِ‪ ّٗٙ‬تّٕاسثح رِضاْ ‪ .‬ذأدر‬

‫ذسرخُ ٌسلاخ وٍفٕره ‪ ٚ‬ذرذاح ِٓ األٌُ درى فً رِضاْ ‪ ٚ .‬دٖ‬
‫عٍطاْ وٍفٕره ِثرٕمضطً اٌصٍاَ ‪ ٚ‬دج تسثة أ‪ٙ‬ا تر‪ٛ‬أف األٌُ‬
‫عٓ طرٌك اٌجٍذ تس‪.‬‬

‫• ‪ : Vo‬وٍفرٍه ‪ ,‬بتتمنالك صىما هنياُ و أفطار شهياُ‪.‬‬

‫وٍفٕره ‪ ,‬اٌسل‪ٙ‬ا ‪ ٚ‬أرذاح ‪.‬‬
‫‪by:aa.tantawy‬‬
PRESS
 Flyers & drop cards

• Flays in Egyptian Arabic language placed in all

distribution channels.

• Content : clear and simple indications and

advantages.

• Due to the new dosage form of pain killer , so use

design looks like the patch itself from the back…
and the info written in the front .

• The Stand appear like human back with a patch

(also the place of flyers)
by:aa.tantawy
 PHARMACY STAND

PASTit a
d
n RELAX
Y
O
U
R
LIFE
KEFENTECH
Ketoprofen 30mg
PLASTER

by:aa.tantawy
 Flyer ( front )

KEFENTECH
Ketoprofen 30mg
PLASTER

Ankle Hand Back pregn

nee elderly
pain pain pain ancy

by:aa.tantawy
 Flyer ( back)

PAST itand
RELAX
KEFENTECH PLASTER
Ketoprofen 30mg

by:aa.tantawy
Arhman.Tantawy@gmail.com
002 010 74 20 147

BY.ABDULRHMAN ATTIA TANTAWY