Chew Gum

The pain relief Gum Say Goodbye to

Pain

Group Members:
Muhammad
L1F11MBAM1073
Syed Mustahsan Ali
L1F11MBAM1098
Samran Abbas
Muhtashim Riast
L1S11MBAM0043

Submitted to: Prof. Muhammad Ali

Subject: Brand Management

Hammad

Section: A

L1F11MBAM

Chew-Gum........Say Goodbye To Pain

Contents
What this project all about:................................................................................................. 3
Introduction of GSK......................................................................................................... 3
Glaxos Mission Statement................................................................................................. 3
Glaxo Vision Statement.................................................................................................... 3
The Companys Slogan...................................................................................................... 4
R&D of company:............................................................................................................ 4
Global Interface -Transforming Research & Development.......................................................4
R&D Themes under the GSK strategy:............................................................................... 4
R&D PROCESS........................................................................................................... 5
Introduction of the product................................................................................................. 6
The Product.................................................................................................................... 6
Logo............................................................................................................................ 6
Slogan.......................................................................................................................... 6
Product Usage and Features................................................................................................ 6
What is this medicine?................................................................................................... 6
What should I tell my health care provider before I take this medicine?.......................................6
How should I use this medicine?....................................................................................... 7
What should I watch for while using this medicine?...............................................................7
The Points of Parities........................................................................................................ 8
The points of difference..................................................................................................... 8
Target market.................................................................................................................. 8
Price............................................................................................................................. 9
Placement...................................................................................................................... 9
Push and pull.................................................................................................................. 9
Distribution.................................................................................................................... 9
Promotion...................................................................................................................... 9
Essential points to be focused on:....................................................................................... 10
Brand ambassador:......................................................................................................... 10
SWOT analysis of the Company/Chew-Gum.........................................................................11
Product Portfolio........................................................................................................... 12
CSR Activities.............................................................................................................. 15

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What this project all about:

This project is basically a pharmaceutical product which is a chewing gum that is added on with
a feature of pain relief. The product is being researched by the R&D department of GSK
(GlaxoSmithKline) and the report will take care of everything the company needs to market their
product.
Introduction of GSK
GlaxoSmithKline Pakistan Limited was created January 1st, 2001 through the merger of
SmithKline and French of Pakistan Limited, Beecham Pakistan (Private) Limited and Glaxo
Welcome (Pakistan) Limited- standing today as the largest pharmaceutical company in
Pakistan. As an industry leader we are committed to our mission of providing patients quality
products to help improve their lives. Take a look through our About Us section to learn more.
GlaxoSmithKline Pakistan is one of the leading pharmaceutical companies in Pakistan and the
it's the world's second largest company with high ranking stands for Employee Cares. GSK
International is a United Kingdom-based pharmaceutical, biological, and healthcare company. It
is the world's second largest pharmaceutical company and a research-based company with a wide
portfolio of pharmaceutical products covering anti-infectives, central nervous system (CNS),
respiratory, gastro-intestinal/metabolic, oncology, and vaccines products. It also has a Consumer
Healthcare operation comprising leading oral healthcare products, nutritional drinks, and over
the counter (OTC) medicines.
Glaxos Mission Statement
GlaxoSmithKline one of the world's leading research-based pharmaceutical and healthcare
companies is committed to improving the quality of human life by enabling people to do more,
feel better and live longer.
Glaxo Vision Statement
GSK values are deeply embedded in every function, across the globe. Strategic development,
operations, and customer engagement are based on our values of Patient focus, Transparency,
Integrity and Respect for people.

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The Companys Slogan

R&D of company:
Global Interface -Transforming Research & Development
Medical research has come a long way in the last hundred years, yet there are still many diseases
for which there are no effective treatments.
That's why GlaxoSmithKline is committed to discovering and developing new medicines and
vaccines. Being a large company, we can truly make a difference because we can devote vast
resources to discover and develop new medicines and vaccines.
GSK has more than 20 research and development (R&D) facilities around the world, with an
annual R&D budget of around $7 billion and more than 16,000 people employed in R&D.
R&D Themes under the GSK strategy:
Best Science: Focusing our efforts in areas where the science is most fertile to discover new
medicines of value to both patients and payers
Re-personalize R&D: Creating small teams, where an individual can have a personal impact and
be intimate with the project
Diversify through Externalization: We will scout the world to find new science and ideas
Focus on Return on Investment: We will spend less on buildings and infrastructure and more on
our growing late stage pipeline

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Chew-Gum........Say Goodbye To Pain

R&D PROCESS

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Chew-Gum........Say Goodbye To Pain

Introduction of the product

The basic idea by GSK is to come up with a product which is a chewing gum plus a pain relief
medicine. For this reason the company has worked as per above mentioned procedure and came
up with wonder product that will relief pain (headache) plus the mouth refreshing taste to the
consumer. The product will be explained thoroughly in its respective section which is yet to
come.
The Product
The name of a product is an essential part and one can say a ground for doing any sort of
business. Likewise GSKs great success of CHEW-CAL which was directly targeted to consumer
helped them to extend that category of CHEW-GUM. Chew-Cal is a flavored calcium tablet and
Chew-Gum is an Aspirin formula Chewing gum that will take care of the pains that Aspirin
natural formula deals.
Logo

Slogan
Chew-Gum Say Goodbye to Pain
Product Usage and Features
What is this medicine?
ASPIRIN, ASA (AS pir in) is a pain reliever. It is used to treat mild pain and fever. This
medicine may be used for other purposes; ask your health care provider or pharmacist if you
have questions.
What should I tell my health care provider before I take this medicine?
They need to know if you have any of these conditions like:
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Anemia
Asthma
Child with chickenpox, the flu, or other viral infection
Diabetes
Liver disease
Low level of vitamin K
Lupus
Stomach ulcers or other problems
An unusual or allergic reaction to aspirin, atrazine dye, other medicines, dyes, or preservatives
How should I use this medicine?
Chew this medicine. Do not swallow whole. Follow the directions on the package or prescription
label. Take your medicine at regular intervals. Do not take your medicine more often than
directed.
Talk to your pediatrician regarding the use of this medicine in children. While this drug may be
prescribed for children as young as 12 years of age for selected conditions, precautions do apply.
Children and teenagers should not use this medicine to treat chicken pox or flu symptoms unless
directed by a doctor.
Patients over 65 years old may have a stronger reaction and need a smaller dose.
Over dosage: If you think you have taken too much of this medicine contact a poison control
center or emergency room at once.
What should I watch for while using this medicine?
If you are treating yourself for pain, tell your doctor or health care professional if the pain lasts
more than 5 days, if it gets worse, or if there is a new or different kind of pain. Tell your doctor if
you see redness or swelling. Also, check with your doctor if you have a fever that lasts for more
than 3 days.
Do not take aspirin or aspirin-like medicines with this medicine. Too much aspirin can be
dangerous. Always read the labels carefully.

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This medicine can irritate your stomach or cause bleeding problems. Do not smoke drink alcohol
while taking this medicine. Do not lie down for 30 minutes after taking this medicine to prevent
irritation to your throat.
The Points of Parities
1. The point of parity includes the basic formula which is evoked in all pain killer tablets i-e C9
H8 O4 and the atoms are arranged according to the following diagram.
2. As our indirect competitors will be all those chewing gums or refreshing gums which are
available in the market.

The points of difference

The point of difference is that Chew-Gum contains the pain relief formula along with a gum
which gives a vibrant and refreshing taste. Chew-Gum can be consumed normally too. But over
dosage is a prohibiting factor because its a gum which will harmonize your muscles that makes
you feel better. Therefore the Gum is a point of difference as are no competitors with such a
product.

Target market
GSK has decided to target Chew-Gum to the working class and the people with age limit of minimum 16.
The purpose of the drug chewing gum is to give relief at the hour of need. The doctors are the segment
creator when it comes to the medicine industry. The doctors have highlighted the issue that working class
is mostly suffering from diseases like headaches and stuff, so in order to fill this gap, GSK has come up
with a product to fulfill the need of the un attended market. So the defined market is the working class
and the students who normally gets stressed out on small matters and are immune to take aspirin formula
on actual notes.

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Price
GSK will be following cost based pricing strategy as they are coming with the completely
innovative product which has no direct competitors so far. So, they are unaware that how the
consumer will respond to that. Moreover, the product is entirely new in the market, and the
company believes that they have to create awareness among the people and let the consumers
know the working of the product. So in consideration of all these factors GSK has decided to
come with a price penetration strategy in which they will generate trial first and then they will
increase the prices. The introductory price will be Rs30/pack which contains 10 tablets.
Placement
We will place this product exclusively by stores only, all over Pakistan. We will be placing this
product on all big medical stores like, servaid, fazal din and sons, clinics and other large stores
like Al Fattah, Pot Puri etc.

Push and pull

GSK will be focusing to follow Push strategy through doctors and retailers. As, this product is
not like other products which any one can have it at any place. As company is planning for
exclusive distribution so by keeping the push in mind company will use its push strategy with the
help of doctors.

Distribution
GSK has registered distributor for their products named as Babar Medical Company in Pakistan.
They pick the products from GSK and deliver it to all the big medical stores and retail outlets
twice a week. As GSK has good distribution so, we will be having no difficultly in the placement
of our product (Chew-Gum) all over Pakistan.
Promotion
We are going to promote Chew-Gum by multiple ways by keeping the value of IMC (Integrated
Marketing Communication) program that each tool has its own strength to achieve different
objectives.
1. Personal selling:
In the personal selling, we will be following one to one marketing strategy that we will
go directly to well renowned doctors for our product. We will distribute samples so that
when doctors have passed the product then defiantly we will be having ease to attract
customers.
2. Advertising:
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We will develop TVC for our product as there is a perception in consumers mind that the
product having a TV commercial will be of a good or quality product. This creates value
in consumer mind and creates good positioning for the product. So by keeping this fact in
mind we will advertise chew-gum on big channels like, Dawn new, ARY GEO and
Express.
3. Print ads:
We will also do advertisement through print ads as most of the people which are on jobs
or doing there businesses hard have time to watch TV, but they do read newspapers to get
informed what is happening in their surroundings. So, print ad will also be an effective
tool for us to use.
Essential points to be focused on:
We will be taking care of all those point which are mandatory to launch any promotional tool
like:
-

Right product should be offered to the right consumer at the right time at the right place.
Should differentiate consumer as per the needs and values
Remain cost effective
Properly expose the product to consumer to let them inform about the product and any
can create consumer attention and intention at the time of purchase.

Brand ambassador:
The company has considered Shan as a brand ambassador because of the fact that he has a well
repute among the general public. Ambassador matters a lot when it comes to the marketing of the
product. If the ambassador has a unique and strong personality, it may effect somehow on the
sales of the product. If not, then at least a trial can be generated well due to its fan following.
Therefore the personality is an essential part for the promotion of any sort of a product.

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SWOT analysis of the Company/Chew-Gum

Strengths

Strong parent company

Strong financial background
Effective R&D department
Strong distribution Channel
Goodwill of the company

It has a competitive advantage over any other chewing gum.

Have a skilled and committed team
It has an advantage over other Pain relief medicines.
More acceptability to new products

Weakness

Our target market is limited

As we are new in market so we have low market share
Less awareness among people
We have to build our name in the minds of customers which may take some time
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Opportunities

Large potential market

Currently, no National or International competition.
Can patent this formula to get the copy rights.
Can introduce different flavors after its first reflection of Chew-Gum.

Threats

Lack of acceptability
The high prices
People might consider it a medicine more.
Chewing gum companies can reduce prices to drive down our sales.

Product Portfolio

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CSR Activities
GlaxoSmithKline (GSK) strives to be a valued corporate citizen no matter where it does business. GSK has always
shown strong commitment and support for public health and awareness initiatives and championed many social
causes.
GSK believes that a successful and sustainable business is can only be achieved by fulfilling the social
responsibilities, making the company more responsive, more flexible and more open to societys expectations.
Moreover the company is working towards improving access to the medicines, enhancing research opportunities for
neglected tropical diseases, raising the ethical standards for conducting the research and business activities, and
being more open and transparent in the way it runs the business. GSK is adapting the business model to adopt a
more open approach to R&D for diseases of the developing world.

GSK has put many of its important resources including a pool of patents, research know-how and technology
assets into an open knowledge pool. Researchers outside of GSK can now use this information, which will
hopefully stimulate cutting-edge research on medicines for neglected diseases, including malaria. The knowledge
pool is now being administered by the not-for-profit BIO Ventures for Global Health.
As part of this initiative, GSK announced in January 2010, the establishment of the first ever Open Lab to act as an
engine room of scientific innovation for neglected tropical diseases. GSK has created capacity for up to 60 scientists
from around the world to have access to the Open Lab, which will be based at the companys research center at the
Tres Cantos Campus, Spain. In the Open Lab, scientists will be encouraged to tap into the expertise, knowledge
and infrastructure of the company, while pursuing their own projects as part of an integrated drug discovery team.
In June 2010 GSK was ranked top in the Access to Medicine Index for the second successive time. The Access to
Medicine Index is a ranking of worlds largest pharmaceutical companies on their efforts to increase access to
medicine for societies in need. GSK also announced the formation of a new operating unit dedicated to expanding
access to medicines for people living in Least Developed Countries (LDCs) in 2010.
GSK believes in working as partners with under-served communities in the developed and developing world
supporting programs that are innovative, sustainable and bring real benefit to these communities.
GSKs programs are organized into global, regional and local activities.

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