A Comprehensive Report: Panadol Advertisement, Marketing Strategies

This report provides a comprehensive analysis of Panadol's marketing strategies within the context of its advertisement. It begins by introducing Panadol as a leading pain and fever reliever and highlights the competitive landscape of the pharmaceutical market. The report then categorizes Panadol as a low-involvement product according to the Rossiter and Percy model, explaining its implications for marketing approaches. It identifies Panadol's target audience as the mass market, while segmenting it into ordinary and premium consumers. The report further explores strategies to enhance brand loyalty, emphasizing the importance of market research and product promotion. An IDU table is presented, comparing Panadol's effectiveness, efficiency, and safety with competitors. Finally, it concludes with Panadol's positioning statement, reinforcing its commitment to providing safe and effective pain relief. The report draws upon various academic sources to support its analysis, offering a well-rounded perspective on Panadol's marketing efforts.

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Motivation and Involvement in Panadol Advertisement
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Motivation and Involvement in Panadol Advertisement
Introduction
Panadol is a drug that is used as a fever and pain-reliever. Since its inception and
introduction to the market, Panadol has emerged and created a name as a leading medication of
repute. Today, the medication is used in all corners of the world in which it helps in the
management of pain and fever. These are some of the most common ailments that many people
do go through. Despite the successes of Panadol, the truth is that there are many other substitute
products in the market (Henkemans 2017). Meaning, for a product like Panadol to enjoy the
share of market it claims, it must have been managed well. Meaning, the management of the
company must have applied appropriate strategies to guarantee its success. Some of these
strategies include quality production, effective distribution, appealing pricing policies, and
rigorous marketing.
Panadol’s Quadrant
According to the Rossiter and Percy model, a product can be classified into different
quadrants depending on the uniqueness that it has in the market as far as marketing is concerned.
The model has a grid in which different commodities are categorized. Each grid is a quadrant is
specifically-allocated for a particular product depending on its unique marketing, purchasing,
and decision-making process. For a product to succeed in the market, the management must
apply appropriate strategies (Henkemans 2017). One of these strategies is the marketing and
promotion which is, of course, done through advertisement. Advertisement is important because
it can benefit a product in many ways. Most importantly, it creates awareness and providing

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enough information that can be relied upon to attract more clients and increase the volume of
sales.
Panadol belongs to the low involvement product. As clearly explained in the model, a
low involvement product is a type of commodity is a type of commodity that does not involve
lots of risks. Meaning, when bought, the buyer does not have to take much risks because it does
not involve lots of resources to acquire. Panadol belongs to this quadrant because it is reserved
for commodities such as medicine or drugs. One of the other obvious features of the low
involvement product is that it does not require too much involvement (Rosenbaum-Elliott, Percy
& Pervan 2015). Meaning, to buy them, one does not have to spend too much time thinking
about it and making the right decision on exactly what to do about it. Rather, once a need arises,
a drug is bought. It differs from other commodities which are bought for pleasure.
Panadol belongs to the low involvement quadrant because it is a common everyday
product that is frequently used by the individual consumers. Panadol is an example of an every-
day commodity. Meaning, it is bought as a common product use to meet day-to-day needs of the
users. This indicates that the commodity is bought to meet a specific human need. That is why
the product is only purchased by the sick people who consume it to help in pain and fever
reduction (Henkemans 2017). It is because of these reasons that Rossiter and Percy chose to
classify such a product as a low involving commodity. Panadol has a specific use because
whenever one is sick, it has to be bought because it is the only way through which the health
conditions can be improved.
Panadol’s Target Audience

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Every commodity that is available in the market has a target clientele whose needs it
seeks to meet. As a commodity, Panadol has its own market that it targets. However, what makes
Panadol different from other products is that it does not serve a section, but an entire market.
Meaning, Panadol targets the masses-the entire market. So, when engaging in any marketing
activities, the management of Panadol should not focus on any particular segment. Instead, the
product should be marketed to the entire market from which the company draws its clients.
Howeever, for efficiency purposes, the product can segment its market into two main segments-
1) the ordinary and the 2) premium. These are the two audiences whose promotional messages
can be designed differently to enable them to acquire the right information about the product.
Ordinary segment constitutes a section of the Panadol consumers who should be fully-
exploited by the product seller. As its name suggests, the ordinary segment is made up of e
clients who use have a low income levels. Meaning, they have a low purchasing power and can
be comfortable purchasing low class ordinary Panadol drugs and use it for meting their health
needs. In order to satisfy the needs of this segment, the manufacturer should supply the right
quality of the drug at the right quantity and pricing (Henkemans 2017). Meanwhile, when it
comes to marketing, the management should do everything within its capacity to equip this
audience with the right information that can enable them to make quick and rational decision
regarding the best choice to make when it comes to the purchasing of pain and fever-relieving
drugs.
Premium segment is the segment of the clients which value high-quality products. The
premium clients have a high income level. So, they find no problem buying commodities at high
prices because to them, price does not matter. Premium clients prefer to buy premium or first-
class products for any particular brad with which they want to associate. For example, when it

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comes to Panadol, this audience looks for the best possible package that, of course, sells higher
than the ordinary one. To such people, the price of the drug does not matter as long as it is made
to be a premium class that suits their demands (Gomis‐Porqueras, Julien & Wang 2017). So, to
meet the needs of this audience, the management must tailor a message that can satisfy these
clients. Such a design can help this segment to quickly make a decision on their purchases.
Just like any other product, Panadol does not want to remain where it currently is.
Instead, it wants to improve its performance by attracting more clients so as to improve the
volume of its sales. So, if the product intends to increase its sales volume by 10%, it must take
appropriate measures. First and foremost, the management must do everything it takes to study
the market and promote the brand to all its target and potential clients. Promotion can help in
disseminating information to the clients so as to enable them to have a deep understanding of the
product and be lured to consider purchasing it instead of any other product in the market (Percy
2016). The other way through which e product can win the loyalty of the clients is by ensuring
that it is of a high-quality and can be effective in meeting the health needs of the clients. All
these strategies can be of great significance in enhancing brand loyalty.
Panadol in the IDU Table
BENEFIT PANADOL OXYCONTIN DOLOPHINE
EFECTIVENESS 4.7 3.0 3.7
EFFICIENCY 9.8 6.1 6.6
SAFETY 11.5 9.9 9.8
TOTAL 26.0 19.0 20.1

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Panadol is not the only pain-reliever in the market. There are other many alternative
drugs that the clients can be used instead of Panadol. Some of them include the OxyContin and
Dolophine. From the IDU table above, it comes out that Panadol enjoys a leading position in the
market. It has strategically positioned itself courtesy of its effectiveness, safety, and efficiency.
These are the strategic options that have enabled the drug to enjoy a competitive advantage over
its rivals in the market. Its total IDU ranking, hence, stands at 26.0 far much higher than that of
OxyContin and Dolophine which stand at 19.0 and 20.1 respectively. This indicates that Panadol
has used its effectiveness, efficiency, and safety to enable it strategically position itself in the
market and make it to be the brand of choice.
Panadol’s Positioning Statement
The following is the drug’s postioning statement, “Panadol strives to be the safest, and
most effective, and efficient pain-reliever that cares for the health of everyone.”

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References
Gomis‐Porqueras, P., Julien, B. & Wang, C., 2017. Strategic advertising and directed search.
International Economic Review, 58(3), pp.783-806.
Henkemans, A.F.S., 2017. Argumentative patterns with symptomatic argumentation in over-the-
counter medicine advertisements. Prototypical Argumentative Patterns: Exploring the
relationship between argumentative discourse and institutional context, 11, p.139.
Percy, L., 2016. Strategic advertising management. Oxford: Oxford University Press.
Rosenbaum-Elliott, R., Percy, L. & Pervan, S., 2015. Strategic brand management. new York:
Oxford University Press, USA.