Communicating Value of GSK
Communicating Value of GSK
Communicating Value of GSK
and immediate
development
and
overall
success
of
the
approach
to
achieve
desired
communication
effect.
CURRENT COMMUNICATION
PROGRAM OF PANADOL
Upon our visit to GSK for our final term report, we met the
Assistant Brand Manager of The Wellness Program, which
includes Panadol, Eno and Iodex. We questioned him about the
communication programs that were carried out for Panadol, that
how the firm does promotes the product, maintain sales, advertises,
creates and maintains PR and how effectively is all of this carried
out. We asked a few questions related the topic, to which he
answered as follows.
Q1. How do you communicate your message?
Panadol promotes its safety profile. We make sure our consumers
are aware of the benefits Panadol has over other competitive
products. We cant say that there are no side effects of Panadol, but
they are very less as compared to other products in the market that
promise the same results.
Q2. The Manager told us that Panadol is recommended by the
doctors to their patients when they complain of pain and
headaches. On this we posed the question that an average man
ANALYSIS AND
RECOMMENDATIONS FOR GSK
IMPROVING ADVERTISEMENTS
IMPROVING CONSUMER
CONTACT
DTCPA (Direct to Consumer Pharmaceutical advertising) has
grown rapidly in the past few years and is one of the most
prominent health communications that the public encounters.
Through DTCPA, companies promote their prescription products
directly to consumers. Although many are against this method,
several vote in its favor as it helps create immediate awareness in
the consumers.
This cannot be done for all pharma products, however, in case of
Panadol; this could prove to be beneficial for the company as well
as the consumers. GSK Pakistan Ltd should carry out campaigns to
not only recommend their product, but also to gain feedback on
how the already present consumers feel about the effectiveness of
the product. Thus GSK Pakistan Ltd. should focus on direct
communication with the consumers.
CONCLUSION
GSK is one of the leading pharmaceutical companies of Pakistan
and Panadol is arguably its biggest source of revenue. In this report
we analyzed the product of panadol through the three major
modules of marketing,defining-creating-communicating value.
After the analysis we provided recommendations and upgrades
which might help the product prosper further in future. However
the analysis is based upon the information provided by the
companys marketing department only and for complete feasibility
analysis of the problem and recommendations the financials of the
company would also be required.