PHARMACY & WELLNESS EXPERTS

B R A N D M A N A G E M E N T C O U R S E

DVAGO BRAND PLAN

GROUP MEMBERS
SYED AIMEN RAZA NAQVI
MUHAMMAD RIZWAN UL HAQUE
SAMMAR IQBAL
AMEER HAMZA
TABLE OF CONTENT WHAT WAS DIFFERENTLY DONE?
LEARNINGS & GATHERINGS
INTRODUCTION - DVAGO BRAND’S 3 -5 YEARS PLAN
PRODUCT OFFERINGS
UNIQUE SELLING POINT (USP) STRATEGIES & ACTIVITIES
BRAND POSITIONING KEY CHALLENGE 1
KEY CHALLENGE 2
BRAND VALUE PROPOSITION KEY CHALLENGE 3
MARKET SUMMARY OF PHARMA INDUSTRY KEY CHALLENGE 4
MARKET GROWTH DRIVERS BRAND PLANNING
MARKET CHALLENGES BRAND TEAM ORGANIZATION
BRAND CHALLENGES
SALES TEAM ORGANIZATION
BRAND CUSTOMER PROFILING
BRAND CUSTOMER FLOW &
COMPETITOR ANALYSIS BUYING PROCESS
BRAND PRICING ANALYSIS SWOT ANALYSIS (ERRC)
VIS-A-VI COMPETITION
MARKET CHALLENGES EXTERNAL CHALLENGES MARKET BASED
ANALYSIS AND LEARNING'S INTERNAL CHALLENGES
STRATEGIES APPLIED BRAND POSITIONING (WHO, WHAT,WHY)
TABLE OF CONTENT
SUMMARIZED BRAND POSITIONING STATEMENT
MARKETING CAMPAIGN
LAUNCH CAMPAIGN
CURRENT YEAR CAMPAIGN
DVAGO CAMPAIGN IDEAS
DVAGO UNDER HOT WATER
INFERENCES
NOTE OF THANK YOU
INTRODUCTION
WHO?
IT IS A PHARMACY EXISTING AT BOTH PHYSICAL AND ONLINE PLATFORM.
LAUNCHED IN 2018 (16TH, MARCH) IN KARACHI.
IT IS A BRAND OF NOVA CARE COMPANY.

WHAT?
TO PROVIDE RELIABLE AND AUTHENTIC MEDICINE.

WHY?
THERE LAUNCH AD ”GOLINAADO” WAS ABOUT INFORMING CONSUMERS
ABOUT FAKE MEDICINE EXISTING IN MARKET AND HOW MEDICINES
ARE TRANSPORTED.
PRODUCT OFFERINGS
MEDICINES
OTC & HEALTH NEEDS
BABY & MOTHER CARE
NUTRITION & SUPPLIMENTS
MEDICAL & HEALTH CARE INSTRUMENTS
HYGIENE
PERSONAL CARE
SNACKS & BEVERAGES
UNIQUE SELLING POINTS (USP)
QUALIFIED PHARMACISTS PRESENT AT STORES

AUTHENTICITY OF MEDICINES

TRANSPORTING & STORING MEDICINES UNDER

TEMPERATURE CONTROLLED ENVIRONMENT

OPPORTUNITY GIVEN TO FEMALE PHARMACISTS

BRAND POSITIONING
A NEIGHBORHOOD HEALTH AND WELLNESS EXPERTS PLACE TACKLING PEOPLE’S

APPREHENSIONS ABOUT COUNTERFEIT MEDICINES,

PROVIDING EXPERT MEDICAL ADVICE

& CONSISTENT AVAILABILITY

BRAND VALUE PROPOSITION
Receiving guidance on spot from wellness experts
Security of knowing the medicine they are getting is not fake
Medicine handling is as per best standards

Knowing the fact that it is direct sourcing from the

original manufacturers
Convenience: Available at physical channel and
digital channel
Certain services free of cost: blood pressure,
sugar test, BMI ratings
MARKET SUMMARY OF PHARMA INDUSTRY
AROUND 9,000 ACTIVELY MARKETED DRUGS IN PAKISTAN SOLD AT
LICENSED PHARMACIES,
THE DRUG REGULATORY AUTHORITY OF PAKISTAN (DRAP) CONTROLS
THE REGISTRATION OF NEW MEDICINES
PCP IS RESPONSIBLE FOR REGISTRATION OF PHARMACISTS
45,000 - 50,000 PHARMACIES & MEDICAL STORES
45% 55%
AROUND 759 PHARMACEUTICAL MANUFACTURING UNITS MNC LMC

25 MULTI-NATIONAL COMPANIES

MARKET SHARE OF
PHARMACEUTICAL INDUSTRY
MARKET GROWTH DRIVERS
POPULATION GROWTH
INCREASE IN DEMAND FOR TELEPHARMACY
& HOME DELIVERY OF MEDICINES
BREAKING NEWS

HEADLINES

BRE
LAS AKIN
TES G N

RISING PREVALENCE OF CHRONIC DISEASES

T O D AY ’ S H E A D L I N E S NEW
S AN
D
EWS
VIDE
OS

TO ADHERE TO THE RECOMMENDED HEADLINES

PREVENTIVE MEASURES AGAINST COVID-19,

FULL-BLOWN COMMUNITY PHARMACY REA
D M
ORE

SERVICES ARE URGENTLY NEEDED T O D AY ’ S H E A D L I N E S

MARKET CHALLENGES
GOVERNMENT PRICE REGULATION AND GAPS
UN-AUTHORIZED MEDICAL PRACTITIONERS
NOT BEING TREATED AS HEALTH CARE FACILITIES
BY REGULATORY AUTHORITIES
PHARMACISTS ARE NOT RECOGNIZED AS
CAPABLE HEALTHCARE PRACTITIONERS
BRAND CHALLENGES
MARKET ACCEPTANCE
PRICING
COST OF DOING BUSINESS AND
INCREASE IN WORKING CAPITAL COST AS
SUPPLIES ARE DIRECTLY DRIVEN FROM
MANUFACTURERS

CONVINCING PHARMACISTS TO SELL AT DVAGO

STORES & RETAINING THEM
BRAND’S CUSTOMER PROFILING
DEMOGRAPHIC
MALE & FEMALE | 40 & ABOVE

GEOGRAPHIC
URBAN AREAS | CITY CENTRES

PSYCHOGRAPHIC
PARENTS AND THOSE WHO CARE ABOUT
THE HEALTH AND WELLBEING OF THEIR FAMILY,
PRICE CONSCIOUS
COMPETITOR ANALYSIS
IN KARACHI, DVAGO DOES NOT HAVE ANY COMPETITORS AS NO ONE IS WORKING ON MODEL
ON WHICH DVAGO IS OPERATING. MARKET IS CURRENTLY IN EVOLUTION PHASE WHERE NEW
ENTRANTS ARE COMING UP WITH SAME MODEL AS DVAGO AND ALSO TELEPHARMACIES AND
TELECLINICS

POTENTIAL COMPETITION
SHIFA PHARMACY
EHAD PHARMACY
DAWAAI.PK
D CHEMIST
THE CHEMIST
STORE 99
TIME MEDICOS
KAUSAR MEDICOS
BRAND PRICING ANALYSIS VIS-a-vis competition
MARKET COMPETITIVE PRICES TO ENSURE AFFORDABILITY AS PER DVAGO REPRESENTATIVE,
THERE IS NO COMPETITION AS PER THE MODEL THEY ARE FOLLOWING. HOWEVER,
WE ARE ONLY SHOWING MEDICINE CATEGORY AND COMPARING IT WITH BRANDS LIKE
SEHAT, EHAD & DAWAAI.PK PHARMACY

DVAGO - 312/-
SEHAT - 312.55/-
EHAD - 290.16/-
DAWAAI.PK - 284.14/-

DVAGO - 5835/-
SEHAT - 5835/-
EHAD - 5426.55/-
DAWAAI.PK - 5835/-
MARKET CHALLENGES ANALYSIS & LEARNINGS
TO BREAK MARKET NORMS & ESTABLISH DVAGO
AS A GO-TO ONLINE & IN-STORE PHARMACY

TO GAIN TRUST OF CUSTOMERS WITH AUTHENCTICITY

OF MEDICINES & QUALITY PRODUCTS

TO DELIVER MEDICINES ON TIME

AVAILABILITY OF PRODUCTS AT ALL TIME

STRATEGIES APPLIED
DVAGO AGGRESIVELY OPENED MORE THAN 14 STORES IN KARACHI WITHIN
THE FIRST YEAR OF BUSINESS UPTILL NOW THEY HAVE MORE THAN 40
BRANCHES IN MULTIPLE CITIES

DVAGO ALWAYS BUYS MEDICINES

FROM GENUINE & AUTHENCTIC SOURCES

TO CONTROL PRICES AND STAY FINANCIALY

VIABLE, DVAGO TARGETED CORPORATE
FIRMS THROUGH B2B CHANNELS TO
PROVIDE MEDICINES AT A DISCOUNTED RATE
WHAT WAS DIFFERENTLY DONE?
DVAGO COLLABORATED WITH OTHER QUICK COMMERCE
COMPANIES TO INCREASE THEIR ONLINE PRESENCE
THEY HIRED QUALIFIED PHARMACISTS TO PROVIDE ASSURITY
ABOUT THE SAFETY OF MEDICINES.
DVAGO INSTALLED STORAGE EQUIPMENT AND FACILITIES THAT
COULD STORE THE MEDICINES IN THE STANDARDIZED TEMPERATURE
APPROVED BY D.R.A.P
LEARNINGS & GATHERINGS
DVAGO SEES ITSELF AS A COMMUNITY PHARMACY
FOR ITS CUSTOMERS

DVAGO’S MAIN OBJECTIVE IS TO MAKE AUTHENTIC

MEDICINES AVAILABLE FOR EVERYONE

THEIR COMMERCE CHANNEL IS NOT

UP TO THE MARK
BRAND’S 3 - 5 YEARS PLAN
 BRAND’S 3 - 5 YEARS PLAN
QUICK TELE-
COMMERCE MEDICINES
make collaboration Start up a new
with telehealth division of the
company for online brand focusing on
business & improve Telemedicines & its
quick commerce

2022 2024
promotion
services

MOBILE APP 2023 EXPAND 2025

Create mobile NETWORK
application for android
Grow into rural areas
and Iphone &
and small cities of
promote application
country & become
and increase number
major supplier of
of customers on
medicines in rural and
mobile application
urban areas hospitals.
 strategies & activities
KEY CHALLENGE 1: MARKET ACCEPTANCE

ACTIVITY TARGET EXPECTED RETURN SMART KPI

ESTABLISHING CONSUMERS CREATE CHAIN PHARMACY IN MEASURING FINANCIAL

PRESENCE AT MULTIPLE
LOCATIONS KARACHI VIABILITY
MANUFACTURERS
MAXIMIZE PATIENT REACH BRAND EQUITY INDEX

ANALYSIS AT AND AFTER

LAUNCH CONSUMER USAGE

AND ATTITUDE TOWARDS

DVAGO
 strategies & activities
KEY CHALLENGE 1: MARKET ACCEPTANCE

ACTIVITY TARGET EXPECTED RETURN SMART KPI

CAMPAIGN DESIGN CONSUMERS BRAND SPECTRUM COVERAGE CAMPAIGN EFFECTIVENESS

& DEVELOPMENT MANUFACTURERS WITH RESPECT TO MESSAGE RECALL

INSTITUTIONS PROMOTIONAL STRATEGIES

CORPORATIONS
 strategies & activities
KEY CHALLENGE 2: PRICING

ACTIVITY TARGET EXPECTED RETURN SMART KPI

CONSUMERS GAIN TRUST MEASURING CUSTOMER

MEDICINE GENUINITY
TRADE RELATIONSHIPS SATISFACTION
AUTHORIZED STORES
& REGULATORY BODIES LESS SWITCHING BRAND RATE CUTOMER RETENTION
INSTITUTIONS
CORPORATIONS
 strategies & activities
KEY CHALLENGE 2: PRICING

ACTIVITY TARGET EXPECTED RETURN SMART KPI

CONSUMERS GAIN TRUST MEASURING CUSTOMER

DISCOUNT CREATION
TRADE RELATIONSHIPS SATISFACTION
BANKS
LESS SWITCHING BRAND RATE CUTOMER RETENTION
 strategies & activities
KEY CHALLENGE 3:
CONVINCING PHARMACISTS TO SELL AT DVAGO STORES & RETAINING THEM

ACTIVITY TARGET EXPECTED RETURN SMART KPI

INSTITUTES & PHARMACISTS PHARMACY PATTERNS ACADEMIC

ACADEMIC STUDENTS AGAINST THE ESTABLISHED COLLABORATIONS WITH
PROGRAMS HEADS OF EDUCATIONAL MARKET DRIVERS UNIVERSITIES &
& REGULATORY BODIES REGULATORY BODIES
BRAND ADVOCACY AT
UNDER SPECIFIC
INSTITUTES & REGULATORY
PROGRAMS
BODIES

BROADER UNIVERSE & SESSIONS AND TRAININGS

UNDERSTANDING OF FUTURE FEMALE PHARMACISTS
OF PHARMACIES EMPOWERMENT
 strategies & activities
KEY CHALLENGE 4:
COST OF DOING BUSINESS

ACTIVITY TARGET EXPECTED RETURN SMART KPI

FUND SHARING BY BANKS FINANCIAL VIABILITY NUMBER OF CUSTOMERS

COLLABORATING FINANCIAL INSTITUTIONS FROM B2B CHANNEL
WITH B2B
INCREASE IN SALES DUE
CORPORATIONS TO B2B CHANNELS
LIKE BANKS
 BRAND PLANNING
Digitalization: Working on E-commerce Platform focusing on Digital Sales
E-commerce Store in Lahore
Expanding into Markets- South Punjab (Multan), Baluchistan (Quetta),
Khyber Pakhtunkhwa (Abbottabad, Peshawar)
Working on becoming Distributors
Dvago alliances with different business channels like KE Electric,
Engro and State Bank
Collaborating with different brands (FoodPanda)
Sanofi and Dvago
 BRAND TEAM ORGANIZATION

HOD MARKETING

ATL / BTL DIGITAL TEAM third party teams

 SALES TEAM ORGANIZATION

RETAIL HEADS

REIGONAL AREA TERRITORY BRANCH OPERATION

MANAGERS MANAGERS MANAGER
 BRAND PROFIT & LOSS STATEMENT

CONFIDENTIAL NOT SHARED. THEY SHARED DURING COVID DESPITE

INCREASE IN DEMAND OF MEDICINES; DVAGO SUFFERED LOSS FY20

CMGR (COMPOUND MONTHLY GROWTH RATE) FY20 5.4%

(AS SHARED BY PERSON WORKING AT TRADE SIDE OF DVAGO)
Brand Customer Flow & BUYING PROCESS
FEMALES ARE ABOUT (45% TO 50%) BUYERS & CONSUMERS
BECAUSE OF PRESENCE OF FEMALE PHARMACISTS IN STORES
 Brand Customer Flow & BUYING PROCESS

DVAGO CUSTOMER FLOW - MEDICINES FOR DIABETIC PATIENTS

POPULATION TOTAL POPULATION OF COUNTRY - PAKISTAN 220,892,331 100 %
ORIGIN

URBAN POPULATION - PAKISTAN 82,094,635 37.165 %

POPULATION 40 YEARS AND ABOVE 51,183,886 23.175 %

DIAGNOSIS PREVELANCE OF DIABETES IN ADULTS 19,369,800 8.76 %

TREATMENT TREATMENT RATE - INSULIN ONLY

CHOICE 581,094 3%
 SWOT ANALYSIS (ERRC)
ELIMINATE
STATUS QUO

REDUCE S
MEDICINE SHORTAGE

RAISE W O
T
CUSTOMER SERVICE

CREATE
DIGITAL CLINICS AS THEY ARE THE FUTURE
EXTERNAL CHALLENGES MARKET BASED

DISCOUNT OFFERINGS

QR CODING

TELE-CONSULTANCY
INTERNAL CHALLENGES

LACK OF AN UP TO DATE APP

COST OF DOING BUSINESS

COMPETENT HIRING
BRAND POSITIONING
WHO?
EVERY MAN, WOMAN AND CHILD TO TRULY FEEL WELL
AND LOOKED AFTER

WHAT?
A MODERN PHARMACY STORE

WHY?
TACKLE COUNTERFEIT MEDICINES, REACH OF EVERYONE,
LACK OF AVAILABILITY OF MEDICINE, TO CHANGE THE PHARMACY LANDSCAPE OF KARACHI
SUMMARIZED BRAND POSITION STATEMENT
DVAGO PHARMACY & WELLNESS EXPERTS IS BASED ON MODERN PHARMACY CONCEPT

WHERE MEDICINE IS SOLD FOLLOWING THE BEST INTERNATIONAL STANDARDS BY ENSURING

OUR CUSTOMERS BUY 100% AUTHENTIC PRODUCT.

WE CONSIDER MEDICINE HANDLING A VERY CRUCIAL FACTOR FOR

HUMAN LIVES SO ALL THE MEDICINE IS TRANSPORTED AND STORED

UNDER CONTROLLED TEMPERATURES. WE HAVE QUALIFIED

PHARMACISTS ON-BOARD AT EACH OF OUR PHARMACIES AND

AT OUR CALL CENTER FOR THE BEST POSSIBLE GUIDANCE.

MARKETING CAMPAIGN
BILL BOARDS
SOCIAL MEDIA
CORPORATE VIDEOS
DVC CAMPAIGNS
SIGNAGES
SMS MARKETING
LAUNCH campaign
CURRENT YEAR CAMPAIGN
CURRENT YEAR CAMPAIGN
 DVAGO campaign ideas
Create dvago awareness through straightforward videos such as DVAGO kia hai?
Initialize with the pain. Ending with a tag line “Dava chaiye? Dvago Jaiye”

Initial campaign would begin with, imported dawaiyan? Scandals, naqli dawaoun
ka jhaansa? Sab ka torr humare paas. Dvago de apko 100% authentic dawaiyan,
reasonable prices men. Guarantee? Hum denge.
 INFERENCES
Despite the brand’s reach and constant expansion, many potential customers
do not know about it, its scope and quality of services
There are no defined communications strategies, plan of action with clear set of
success measuring tools
Impact is created when Dvago showcases Partners and Customers Testimonials
Overall, Dvago is expanding too fast which can have negative impact
(as per Branding laws of Expansion and Contraction)
Initial campaign would begin with, imported dawaiyan? Scandals, naqli dawaoun
ka jhaansa? Sab ka torr humare paas. Dvago de apko 100% authentic dawaiyan,
reasonable prices men. Guarantee? Hum denge.
DVAGO UNDER HOT WATER
A SOCIAL MEDIA POST ONCE WENT VIRAL SHOWING A SECURITY GUARD OF

DVAGO STORE STANDING ON DUTY AND HAD NOT EVEN A SEAT

TO SIT ON WHILE THE STORE REMAINED CLOSED.

IMMEDIATELY AFTER THE POST WENT VIRAL, DVAGO RAN ITS

OWN POSTS SHOWING SECURITY GUARDS OF DIFFERENT

DVAGO STORES SITTING WITH CHAIRS PROVIDED BY THE

COMPANY ALONG WITH WATER BOTTLES.

 THANK YOU!
SPECIAL THANKS TO
M . W AQ A S Z A I B , H E A D O F O P E R AT I O N S , D V AG O

SYED HUZAIR , HUMAN RESOURCES LEAD, DVAGO