Launching a brand range across multiple markets Case Study: Sigma-Tau

1. 1 A member of Alliance Boots Launching a brand range across multiple marketsCase Study: Sigma-Tau Imogen Poliszczuk, International Marketing Manager, Alliance Healthcare Shirley Peet, Account Manager, Brand Action Group Agency

2. 2 A member of Alliance Boots Agenda Setting the scene: Our working relationship with sigma-tau Our goal Why sigma-tau needed a partnership Case Study: Process we followed in engaging all markets Marketing activity undertaken Key Learnings to share Revised approach in UK using key learnings All within 25 minutes so get ready for a whirlwind tour�..

3. 3 A member of Alliance Boots Our working relationship

4. 4 A member of Alliance Boots Our goal To launch six nutraceutical products in to 3 markets(France, Spain, The Netherlands) To convince pharmacists & consumers on the range: Male Health (Proxeed, Proxana & Ezerex) = x 3 products Immune (Resvis Forte & Resvis Junior) = x 2 products Energy (B Record Plus) = x 1 product

5. 5 A member of Alliance Boots Why sigma-tau needed a partnership ST is a leading research-based pharmaceutical company headquartered in Italy Dedicated to creating new medicines for rare diseases/specific conditions Health Science is a new division of sigma-tau using same science to produce  OVER THE COUNTER products that are nutraceutical Sales Team sell to doctors and not independent pharmacists

6. 6 A member of Alliance Boots What we offered the partnership How Alliance Healthcare helped: Experienced local teams in over 25 countries (distribution/sales/marketing) National reach to Independent Pharmacies by sales team and distribution network One point of contact to consolidate all the market�s feedback Consumer & Trade understanding, through Boots and Alliance Healthcare experience Understanding of all OTC categories, including nutraceuticals Strong links with European agencies and suppliers, such as Brand Action Group How Brand Action Group helped: European network of PR, Creative and Advertising ~ Trade & Consumer Local teams who understand local markets Promotional planning experience One point of contact to oversee all market activity Consistency of branding across all markets Cost efficiencies for media space buying

7. 7 A member of Alliance Boots Process we followed: 6 steps

8. 8 A member of Alliance Boots 1. Research Competitor Research Who the competitors are and how they work with Healthcare Professionals Marketing investment by competitors; Full market landscape Consumer Research Who buys these products and how they buy them; Perception on nutraceuticals Health Care Professionals Research Understand how to encourage pharmacists and doctors to recommend the products Testing their existing perception of nutraceuticals and the sigma-tau products Packaging Review All packaging revised, to ensure that the packs work as a range. Visuals tested in the shopper environment Pricing Research Perception of pricing compared to product benefits, with pharmacists and consumers Local Market Team Research Experience with other manufacturers, tools needed for sales reps and pharmacists, local regulatory issues, cultural differences in market that may affect perception of products.

9. 9 A member of Alliance Boots 2. Brand Positioning High efficacy

10. 10 A member of Alliance Boots Brand Positioning Statements

11. 11 A member of Alliance Boots Brand Design to stand out

12. 12 A member of Alliance Boots 3. Packaging Learnings taken from Trade and Consumer research: Need to reflect credible pharmaceutical credentials of sigma-tau Design to be acceptable to both pharmacists and consumers Need a modern design so attractive to consumers Range design consistency Recognisable on shelf from distance Clear labelling on pack on what the product is Flexible design so adaptable to new future added products Work undertaken: Redesign of packaging Regulatory applications (including pack claims & PIL content ) Registering of products and relevant codes in each country

13. 13 A member of Alliance Boots Before & After Packaging

14. 14 A member of Alliance Boots 4. Sell-In Learnings taken from Trade and Consumer research: Pharmacists need good education to believe in products & to endorse Sales reps need to understand science to relay to pharmacists High Price positioning needs to be explained Work undertaken: Set-up distribution network and process Trained the Trainer, so available expert in market Educated sales team on science and commercial benefits Incentives for sales reps related to volume and geographic distribution Developed materials to educate pharmacists, including scientific studies Developed in store materials to support pharmacists in attracting consumers Provided pharmacists with A+P plan Developed promotional calendar for trade Trade Advertising implemented to back up the sales rep�s visits

15. 15 A member of Alliance Boots Sell-In tools

16. 16 A member of Alliance Boots 5. Sell-Out Learnings taken from Consumer research: Lack of understanding and awareness of nutraceuticals Sigma-tau company/brand not known Product not of interest to everyone, so need to identify target audience Approach undertaken: Consumer leaflets provided to aid pharmacists to explain to consumers Phased approach with target audience Consumer website with link to purchase online Consumer Promotional calendar to complement the sell-in promotion

17. 17 A member of Alliance Boots

18. 18 A member of Alliance Boots Sell-Out: Target Concerned Seekers

19. 19 A member of Alliance Boots Profiling & Finding �The Concerned�

20. 20 A member of Alliance Boots Sell�Out Approach Need integration for all purchase points : in-store & online The brand needs to �come alive� in all areas with consistency

21. 21 A member of Alliance Boots Sell�Out tools

22. 22 A member of Alliance Boots 6. Review & Ongoing support Data review : Quantitative Sales and distribution reach results Google analytics Online advertising results � CTR and source Data review : Qualitative Journalist feedback Pharmacist and KOL feedback Consumer feedback Local team feedback (Local HQ teams & sales reps)

23. 23 A member of Alliance Boots Key Learnings Launching in 3 markets at same time is challenging Better to phase country launches if a challenging product/category Ensure consumers can find product (e.g. Store locator added to website) Phased product launch needed, as different target audience for each category Launched all six products at once covering all 3 product categories Limited budget must still include key research learnings KOLs dropped as no budget, but these are necessary depending on product Don�t underestimate investment and time needed to launch Regulatory approval takes a long time Legal needs V local expectations may vary (e.g. codes expectations in trade) Importance of social media and online communities We had limited budget so we didn�t focus on this, but proven to be important Convince decision makers of marketing expertise Stand firm on needs despite budget & document risks (e.g. sampling activity)

24. 24 A member of Alliance Boots Revised Approach in UK using data learningsONLINE

25. 25 A member of Alliance Boots Revised Approach in UK using data learningsOFFLINE TO DRIVE ONLINE

26. 26 A member of Alliance Boots