ProTeam Egypt

MUP Organization development Project

Brand Management and Market
development
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MUP development Project

MUP is one of leading international pharmaceutical company. Based

on our size, we develop our plan which will cover three main phases:

Brand Human
System
Development Capital
management
Plan Development

We will start with Brand management as it is the most critical point

to start organization development plan.
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Brand Development Plan

In 2010, All organizations in Egypt and around the world working to attract
new customers, Searching for new ways to win their loyalty, Taking part in
people mind perceptions. They use all tools and technology available in the
market to do so.

What we want?

To catch up with the new generation technology of marketing

communication and branding, we should start using it to improve our
tools and use it to achieve MUP brand objectives with the right image
and perception we plan to.

Strategic communication Plan Elements:

For MUP new generation update, we must start with three main items:

Branding Plan Online communication Marketing activity

Logo-Type WebSite Direct Consumer Campaign

Brand Identity Electronic CP Newsletter

Company Profile Communication Tools MUP primum membership

We plan to start these entire elements together to achieve maximum impact.

MUP development project objectives:

 Following the updated market
 Improve MUP brand equity
 Attract new customers in local and international market
 Facilitate communication between MUP departments and external
market.
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1. Branding Plan

MUP is a big name in the pharmaceutical field which needs big action and
modification to reflect this image and match its objectives.

Branding Plan

Logo-Type Update Brand Identity Company Profile

1.1 Logo-Type Update:

MUP logos have a great looking and important message which reflect
either big brand .

Many organizations (local or multinational) update their logo design to

catch-up with the new art generation and add values.
Example: GSK, Pepsi, Smiles grill, EVA pharm …etc.

Example: Al-Ahly national Bank

Al-Ahly Bank changes the logo and Identity with new modern one and
applies brand identity protocol in all band internal and external
elements.
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Why we should update our logo?

New logo reflects:
 Continuous improvement in the company.
 Upgrade organization strategy
 Sending new message.
 Follow the modern trend.

Implementation:
Step1: Start working in logo update.

Step2: Gradually replace all materials logo design.

Step3: Brand Protection.

The most significant step in brand management process is brand
protection. Which we need to:

 Protect our brand from competition

 Improve brand equity
 Maintain success.

1.2 Brand Identity

Due to time and working environment, we observe huge change in brand

identity element like cards and letter lead, packs …etc. It becomes traditional
design. That lead to every MUP department while print or design any materials
related to MUP changes logo design or card design or pack design, this action
reflect brand image due to unmatched MUP identity.
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Brand Identity Includes:

 Pack signature
 letter Head
 Business card
 envelop
 Catalog Cover
 Folder
 Compliments Slip
 CD Cover/label
 PPT slides
 Typography
 Email Signature
 Color used

Implementation:

Brand Identity design will done by the same consultation agency used in
Brand redesign to reduce cost.

Send Brand Identity protocol to MUP internal design department “it must be
regulated. NO one can design any MUP related Items outside MUP identity
guide lines.”

1.3 Company Profile.

One of the most critical branding points is Company profile that Internal and
external customers must know the correct image about MUP founders,
philosophy and products portfolio variation.
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Example: Eva-pharm, Novartis, EZZ-Steel … etc.

All this organizations have a good and new company profile with modern and
elegant design and message.

Types of Company Profile:

Printed
• For local market and sent to external market. Also in
events and conferences.
Electronic
• Uploaded on the website and send for distributes in
external international market (use interactive
company profile)
Video
• In new marketing tools , video company profile act as
a TV advertising tool to improve image and simply
send owners message, phylisophy and objectives to
the market.
• EZZ steels organization use Video company profile as
a TV commersion to improve brand equity.
• EVA make their own video company profile and use it
as a TV adv. also the medical represintitive show it to
every doctor in his list. this action make a very
powerful impact in the market.
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Implementation:

After logo-Type update and brand Identity, we start in:

Printed:

 Internally, we start collecting data, write philosophy and MUP internal

management data.
 Company profile design by Advertising agency with previous
experience in this feed.
 Printing: we will print 30% copies as elegant copy for board and
special customers. 70% copies economic copies for direct consumer

Electronic:

 Modify printed copy to match online viewer.

 Interactive files can be used

Video:

We should start in video copy after finalizing printed version. After that
we work on the story link then story board, when approved, shooting take
place.

Video company profile contains:

 General information
 Organization owners
 Organization size
 Philosophy
 Product variation and identification
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2. Online communications

2.1 Website

MUP website is the official gat for external communication and the 1st impact
with others; Customers, International customers, new employees and other
governments use the website as a source of information about the company.
This 1st impact last forever.

Problems of the current website:

 No up data information and data.

 Old design
 No news feeds
 Contain old products only
 Slow interaction and week interference

Examples: AstraZeneca, GSK, American chamber … etc.

What we need in MUP new website?

 Home page contains news feeds , talk about the company

 MUP company profile
 New product lunches
 Job vacancies (reflect company size)
 Products
 Customer awareness materials and information
 Contact us : helps customers , consumer , distributes and international
needs
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2.2 MUP Direct consumer campaign

It is important to contact your direct consumer about health and how it

improves your life.

 MUP Customer health contain general health information and data can
help direct consumer in daily life and activity
 These materials will included with direct consumer campaigns in
pharmacy and doctor clinics.

2.3 Communication

We need to be connected with our clients and distributes with newsletters and
mailing shots to follow up the news and new product arrivals,, this methods
increase sales and distribution worldwide.

3. Marketing Activity

MUP marketing activity managed to improve marketing and branding issues,

so we generate new cannel called MUP GENERAL MARKETING ACTIVITY.

“MUP GENERAL MARKETING ACTIVITY”

It is a communication between three main elements of health care community
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Physica
MUP
nt

Patient

3.1 Direct Consumer campaign

It’s not a product awareness campaign; it’s an indication campaign.

Example:

 Angina campaign Reflect on MUP angina products sale

 HTN campaign Reflect
on MUP HTN products sale
 Diabetes campaign Reflect
on MUP diabetes products sale

Use general health information about

the selected topic in clinics and
pharmacies.

Example of tools will be used:

Posters, Flyer, Stands, danglers

…etc. Which will place in clinics
waiting area, patient will hear about
the indication and his diagnosis and
connect it with our brand name, and
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these tools will help doctors in his communication with patients.

Poster
Stand
Example of company work in
customer awareness:
AstraZeneca.

All this tools will be connected

with the hotline for customer
and consumer service to ask
about product or design or
any side effect through the
marketing team.

3.2 MUP newsletter

MUP newsletter is a small magazine distributed by medical representative and

distributors to reach booth doctors and pharmacists.

Newsletter contains:

 Medical knowledge
 New product arrival
 New product indication
 Organization knowledge
 Covering events and conferences.
 Recent direct consumer campaign
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3.3 MUP premium membership (loyalty program)

The core element in branding is BRAND LOYALITY PROGRAM which we will call
it MUP premium membership.

MUP deliver all kind of services to all doctor, but they need to feel special .

Some doctor need to be treated as special customers even with the same
service.

This program aims to increase sale by increase prescription by loyal doctors.

Example: Dolcyl campaign, Vodafone one programs and giveaways …..etc.

membership Special MUP Annual

card servicies conference

Membership card

 Personalized MUP membership card give the member access for the
club free services
 Membership card give the doctor the accessibility directly to the product
manager and marketing manager to help him in his request and gets his
complains.
 Member will feel deferent and special with this card
 Material and design of member ship card will be selected to be very
unique to reflect our objective.
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Special services

What is MUP membership card serve?

1. Direct access to product manager.

2. Conferences: he will know about all conferences we attend and can join
for free.
3. Annual MUP branding Pack:

Contain special branded element customized for him as

 Leather block note and agenda

 Branded Pen
 Wallet and Business card holder
 New year calendar

This entire element will be branded with booth MUP logo and member
name.

MUP Annual conference

Aim to have a direct contact between MUP management and owners with
doctors and physicians involved in MUP health care community in MUP
factory.
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Action plan

Jul y Augus t September October November December

Month
1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w 1w 2w 3w 4w

Logotype

Bra ndi ng ol a n Bra nd i dentity

Compa ny profi l e

Webs i te upda te
Onl i ne
communi ca tio El ectroni c Compa ny profi l e
n
Communi ca tion tool s

Di rect cons umer ca mpa i gn

Ma rketing
News l etter
a ctivi ty

MUP pri mum members hi p

Implementation:

For implementation we need critical requirements:

Financial requirement

 Financial support for the all development stages which can be

covered by IMC (cost 10%-20% from total cost)

Technical requirements:

 Direct and access