Task
This service was offered in conjunction with our partners, a marketing communications firm, for Cipla Pharmaceuticals Nigeria. Our mandate was to evaluate the marketing communication developed by our client, in line with its client’s policy and strategy requirements, regulatory expectations, and best business practices. The advertisement was aimed at effective 80:480 ACT antimalarial product launch into the Nigerian market.
Action
Various meetings were scheduled and attended to analyse the strategy documents which included the types of media selected, rationale for their selection, and how much market analysis went into the below and above the line (BTL/ATL) marketing implementation plan. We examined advertisement regulation, reviewed the entire budget (financial plan) and defended the readiness of my partners to implement the communications plan across Nigeria.
Services Provided
- BTL/ATL Advertisement Analysis
- Policy Analysis and Interpretation
- Advert Critiquing
- Competitive Analysis
- Budget Review and Defense
Result
The proposal was strategically positioned with client’s approval for implementation. A change in strategy followed and its implementation was put on hold following a change in leadership of the marketing function.
