Advertisement Management for Haemorrhoids- MyAssignmenthelp.com

Question: Discuss about theAdvertisement Management for Haemorrhoids. Answer: Introduction: One of the most embarrassing and neglected ailments an individual can face in his lifetime is haemorrhoids or which is also commonly known as piles. Generally people tend to avoid this topic discussing in public or even seek medical attention until the situation worsen and they fall victim of the pain and discomfort due to haemorrhoids. In a recent study by American Society of Colon and Rectal Surgeons, the haemorrhoids is going to become one of the most common medical alignment that will be faced by average American after the age of thirty years. Most of the reported case about haemorrhoids in United States, the average age of the patients are between 45 to 65 years of age and it constitute a 4.04% of the total population. According to Centre of Digestive Diseases, Australia, haemorrhoids is a swollen vein in the anal root which can be both external as well as internal (Yamada, 2011). It now, doctors and researchers have not pin pointed the exact causes of haemorrhoids but some of the anticipated conditions that can contribute to the conditions are- prolonged sitting, aging, chronic constipation, faulty bowel function, etc. (Gami, 2011). The Ulbaxy is a multinational pharmaceutical firm which has proposed to launch a new haemorrhoids medication product, which is a haemorrhoid relief cream in the market. In the following report the author is going to plan and strategies an advertising campaign for the new haemorrhoids medication product, Hemo-Relief 2X. The Problem: After analysing different studies conducted over haemorrhoids, the author has identified mainly two problems that patients suffering from haemorrhoids faces- firstly they feel embarrassed to discuss the problem with any third person and secondly generally haemorrhoids associates with physical pain and uneasiness. There has been a number of misinformation about treatments about haemorrhoids and as most of the patients feel ashamed to discuss the matter in public so they mostly rely on home remedies which ultimately worsen the situation and needs immediate medical attention. Objective: The Ulbaxy is one of the most prominent market players in the pharmaceutical industry and the organization has proposed to launch a new haemorrhoids medication ointment product in the market. Generally, most of the haemorrhoids treatment creams are purchased from medical stores as over the counter medicines. The Ulbaxy has decided to communicate with the sufferers about haemorrhoids and create awareness and benefits of Ulbaxys Hemo-Relax 2x ointment for curing the haemorrhoids and influence the target audience to buy the product. Thus, the main objective of this advertising campaign of Hemo-Relax 2X is to create awareness about the haemorrhoids and its medication options, also to create a brand or product desire among the target audience. Demographics: Examining the demographics of the haemorrhoid medicine industry, the author has analysed and relates a number of important information and trends about the target audience. The data utilized in this examination was primary data which was collected from different sources through various previous medical records and data resources conducted in Australia. In the study the author has observed that most of the users of haemorrhoids medications are adults aged between 30 to 65 years of age. Most of them are high school graduates but not necessarily university passouts. The men are slightly more likely to suffer from haemorrhoids. People associated with business finance and management are more likelihood to suffer from this illness. Target Audience: Analysing different data resources in the study the author is suggesting that targeting the senior age group of the population will be likely assists in the overall growth of the total number of sales figure and market share for Hemo-Relief 2X as the percentage of the particular age group is growing faster than any other age group in the country in the last decade. Hemo-Relief 2X as a Solution to Haemorrhoids Problems- The Hemo-Relief 2X is designed to solve both the issues faced generally by haemorrhoids patients. The management has decided to start a awareness campaign so that more and more people are aware about this illness and people does not feel shame while sharing the discomfort with others. The product itself is very prudent and comprehensive while it has been proved as the most effective solution for haemorrhoids through various lab tests conducted by Ulbaxy at different international levels. Industry Analysis: SWOT Analysis: Strength Exceptional product design Manufactured by internationally renowned brand. Effective solution for haemorrhoids pains and discomforts Weakness Expansive than home remedies Very little colour and odour variety Opportunity Possibility of expansion in new markets. Growing number of target population Easy and catchy jingle Threat Substitute or similar product in the market Increasing manufacturing cost Unique Selling Point of Hemo-Relief 2X- The Unique Selling Point or USP is the product feature that helps it to differentiate itself from the competitors in the market such as its effectiveness, low cost, unique appearances etc. Thus, a USP is the product quality that a particular product has but others do not and help in building a brand image (Kapferer, 2012). It has also got ingredients that have anti-inflammatory properties that ease the pain, irritation and discomfort. Execution: Branding: To create public awareness is the concept that is quite similar with promotional activities. The basic task of this promotional activity of branding is to create an apex of brand awareness so that next time an individual goes to a medical shop to buy haemorrhoids relief medication he will ask for Hemo-Relief 2X by default (Edelman, 2010). Thus, the brand should be well-known and replace the generic name for similar products. Pricing: Advertising and promotional budget is the financial resource a business organization set aside for spending in its marketing objective (Moriarty,et al . 2014). While, a business organization is strategizing an advertising budget for a product, it must consider the trade-off among the expenditure on additional promotional revenue with the amount of the revenue that will be earned as revenue profit (). The Hemo-Relief 2X promotional and advertising budget will be considered according to the distribution of resources at the optimal level on the basis of Marginal Cost Analysis, Opportunity Cost Analysis and Differential Cost Analysis. Promotional Strategy: In the contemporary era, internet is one of the most favourable place through which Hemo-Relief 2X can be promoted. This makes a complete sense as it has been a recent trend that people often search websites and social networking sites when they experience pain or any other kind of medical discomfort to find the best solution available for them. The organization should start promoting the product extensively through internet so that it can reach a large amount of target audience without any geographical location adversities. By this way it will also gain a huge market to explore outside Australia also. But even though the online sales will ease the process of distribution, customers will be lack to physically experience the product. So, online sales department should be the direct representation of the organization. The promotion should take place through company website and other important online trade portals like Amazon.com, pharmacyonline.com, etc. which also provides product ver ification and easy payment options for the customers. Secondly, the organization should also opt for traditional promotional strategies like print media, radio, tv, etc to create a mass communication and mass awareness for haemorrhoids. The marketing department of the Ulbaxy should organize regular awareness programs at malls, fares and local hospitals. To ensure that an organizations promotional mix will be successful it is necessary to follow and monitor the marketing strategy of the competitors. It will also ensure that the Hemo-Relief 2X has an unique and exclusive promotional strategy to attract its customers. Conclusion: Haemorrhoids are one of the most common and painful medical condition that is experienced by elderly adults mainly in developed countries. Despite the huge number most of the people who fall victim of the discomfort and pain of haemorrhoids feel uneasy and embarrassed to share their pain with others. As a result most of the cases are left under-treated and approached to doctors or receive medical attention when the situation worsen and the only solution is surgry. In the following report, it has been observed that Ulbaxy a well known pharmaceutical organization is launching a new haemorrhoids treatment ointment that eases the pain, irritation and discomfort in the patients. So, the author has been asked to prepare an advertising campaign for Hemo-Relief 2X with the objective to create awareness about the haemorrhoids and its medication options, also to create a brand or product desire among the target audience. Reference: Wilmshurst, J. and Mackay, A., 2010.Fundamentals of Advertising. Routledge. Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014.Advertising: Principles and practice. Pearson Australia. Edelman, D.C., 2010. Branding in the digital age.Harvard business review,88(12), pp.62-69. Kapferer, J.N., 2012.The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Gami, B., 2011. Hemorrhoidsa common ailment among adults, causes treatment: a review.Int J Pharm Pharm Sci,3(Suppl 5), pp.5-13. Yamada, T. ed., 2011.Textbook of gastroenterology. John Wiley Sons.