Dorland advertising agency

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Case Study - MUCOSIN® With Honey

Marketing Situation And Marketing Goals

Marketing situation on the Czech and Slovak markets:

  • In the segment of expectorans (preparations for making expectoration easier) can be found medicaments (90%) as well as various herbal preparations, e.g. teas or syrups (10%)
  • The whole market is highly fragmented (about 50 brands), but as few as 6 brands hold 75% of the market
  • The size of the whole segment in the Czech Republic is CZK 440 million and it shows a volume growth of 11% (comparison between 2001 and 2000)
  • The leading brands are Bromhexin - 29% market share (Meuselbach and Berlin Chemie) and Mucosolvan - 2 % market share (Boehringer)
  • The direct competitor of MUCOSIN® With Honey is Mucosolvan (the same active substance), which enjoys a high awareness on the market

Marketing goals:

  • To enter the Cough segment
  • To become number 1 brand in customer health care (over-the-counter sale) on the Czech and Slovak markets
  • To build up the awareness of the brand with both specialists and general public
  • To introduce MUCOSIN® With Honey as an effective preparation which alleviates air passage and at the same time tastes good

Campaign Goals

The main goal of the campaign consisted in introduction a new product which alleviates air passage...

...and also in emphasizing its benefits - the crucial one is a honey taste, which will be appreciated not only by children, but also by adults.

Target Group

The strategy was executed as a nation-wide implementation campaign with the aim of a general impact on the target group divided into two groups:

  1. the pool of specialists: physicians, pharmacists, specialized medical staff
  2. general public/consumer: people at the age of 20-49 living in a family or in a household with at least one child under 14, focusing on mothers

Communication Strategy

The basis of the campaign was the media mix of TV and print in the ratio of 90% : 10%, complemented by sales promotion:

At pharmacies

  • leaflets
  • ledges into a stand with the product
  • shop window
  • direct mail for pharmacists
  • gift for pharmacists - honey with honey ladle
  • gift for pharmacists - honey cookery book
  • stand for a tare

In waiting rooms at the doctor´s

  • B1 poster

At the general practitioners´

  • direct mail
  • stamp sheet
  • rubber stamp

We chose TV as the main communication channel. It was supported in professional journals. Communication with a pharmacist and at a point of sale was an inseparable part of the campaign. The sales representatives of the company Leciva a.s. (now Zentiva) were given presentation materials, using which the representatives of the individual pharmacies got acquainted with the new preparation MUCOSIN® With Honey.

Creative Strategy

The strategy draws on the product characteristics and its indication. The goal of the creative strategy consisted in describing the healing effects of MUCOSIN® With Honey in an original way.

The central characters of the spot are a daddy and a sick daughter. Both of them suffer from cough. We demonstrate cough with the help of frightening curves. We present a problem and immediately bring in a solution. The colorful character enhances the efficiency. Moreover, the blissful face of the two remedied characters stresses another benefit of the preparation - thanks to honey it is also tasty.

Media Strategy

The media strategy makes a predominant use of TV, owing to the intention of entering the expectorans segment and of becoming at least an equivalent competitor to the Mucosolvan brand.

The TV campaign was formed by twenty-second TV spots, which made up about 90% of the financial volume of the campaign. The TV campaign was complemented by print advertisements in professional journals.

The goal of the print campaign consisted in familiarizing the professional part of the target group with a new product in the expectorans segment of the market. The creativity makes use of the motifs from the graphic of the box.

Results

MUCOSIN® With Honey recorded the highest growth in the expectorans segment.

MUCOSIN® With Honey reached in the fourth quarter of 2002 (immediately after the launch) 4.5% market share.