Operation Brand Pharma India

1. Operation Brand Pharma India Prasad mangipudi- V.P- Aurobindo Pharma Prof ArvindSahay- IIM Ahmedabad

2. The idea To launch a • Well thought through, well funded muti-media, mutli-activity medium term ( 3-5yr) global campaign • Fully supported by all the stakeholders • To establish India firmly as “ the first choice pharma partner” for the entire global pharma fraternity • For the entire spectrum of pharma services Brand Pharma India

3. Key objectives • To raise the awareness of Indian pharma success story • To improve the credibility of the industry • To showcase India’s entire set of strengths- both tangible and intangible • To protect if from dubious attacks • To position India as “premium value destination” Brand Pharma India

4. Target audience • Decision makers of leading pharma companies of the world • MoH and policy makers of various countries • Members of regulatory bodies • Local pharma bodies • Distributors in regulated markets • Local media Brand Pharma India

5. Brand India- what it stands for The approach • An umbrella brand message • Specific customised “sub-brand messages” to various target audiences mentioned earlier • Brand message will be the combination of functional as well as emotional, tangible and intangible elements • Functional elements will differentiate it from the other players • Emotional elements will help in “connecting” Brand Pharma India

6. Umbrella brand message • Always get it right with Indian pharma • Leave it to Indian Pharma • Indian Pharma can do it for you Brand Pharma India

7. TA specific messages Brand Pharma India

8. Key points of the campaign • It’s a campaign of the industry, by the industry and for the industry • Going to be a truly global campaign • Will be implemented in a very professional way after extensive ground work • Phase I will last 3-4 years • A 360 degree exercise touching the TA in more ways than one to create lasting impact • Industry need to come together to put down “dos and donts” Brand Pharma India

9. Implementation plan • Categorise markets and prioritise them based in the following parameters: • Market size • Growth rates • Market share of Indian pharma • Growth of Indian pharma share • India friendliness Brand Pharma India

10. Elements of the campaign • Visual logo or Mnemonic on the lines of “intel inside” • Visual representation of Brand Pharma India to cut across the language barriers • Will go on lot of material including the packaging material Brand Pharma India

11. Ad campaign • Ads in leading pharma journals and magazines • On line ads on important pharma portals Brand Pharma India

12. Website • An exclusive website to promote Brand India • Will be single point source of “quality Indian products & services” • Will promote success stories, case studies • Will be interactive Brand Pharma India

13. Brand India film • A video film showcasing India’s strengths and capabilities & success stories • Will be screened at various events, exhibitions, road shows, conferences • CDs of the film will also be distributed amongst the target audience Brand Pharma India

14. Exhibitions • Taking part in select exhibitions with Brand India stall • Promote India’s strengths on one on one basis • Might tie up with someone like UBM media for special promotional packages Brand Pharma India

15. Speakers at conferences • Will create a pool of expert speakers on various topics/areas from the industry • They will be taking part in various international conferences/seminars/workshops to showcase India’s strengths • Also conduct exclusive workshops in select countries Brand Pharma India

16. PR campaign • Will be using the press /media extensively to create a strong positive word of mouth • Cultivating key media personnel in key markets • Planting stories in local media • Technical articles from Indian experts • Regular press conferences • Orientation visits for the international media people Brand Pharma India

17. Road shows and ground events • Exclusive “brand India” shows/events for the various Target Audience in select countries- combination of exhibitions/seminars/presentations/ press conference Brand Pharma India

18. Sponsored visits • Organised sponsored visits of key Target Audience to experience “brand India” Brand Pharma India

19. Brand Ambassador • We could have a brand ambassador – someone like Nobel chemistry prize winner _ Prof V Ramkrishnan to promote India’s science strengths- loud thought Brand Pharma India

20. Other key points • We will be launching it to the industry through a formal launch function • There will be orientation programs for the sales and marketing teams as to how to contribute to this exercise • Circulation of “dos & donts” for the industry to ensure that there is no gap between “brand promise and delivery”! Brand Pharma India

21. How do we measure • Through a “perception shift study” • Through feedback from the industry personnel Brand Pharma India

22. Funding and team • The projected out lay for the phase-1 ( 3 years) is around Rs. 30 crores • MoC has agreed to fund the majority of the funds required and the balance from the industry • There will be a Brand India team leader to drive this whole exercise + IIM- Ahmedabad • A no of professional agencies – brand identity, advertising, PR, on line, event management- agencies will be involved in the implementation • To ensure a very professional implementation Brand Pharma India

23. Final word • It’s the campaign by the industry, of the industry for the industry • Unless the entire industry comes on board and supports it wholeheartedly this campaign will not succeed • Govt is keen and willing to support– now its up to us Brand Pharma India