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Free Pain

In: Business and Management

Submitted By star1991
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Pages 7
Free Pain case study Report
For this report I read and understood the case study provided on the Freepain company. I am going to look into how analgesic products benefit from would different aspects and theories of marketing communications.
Firstly I am going to look at how Advertising and other forms of Marketing Communications might work differently for ‘p’ line products compared with GSL analgesics.
As the case study states both ‘P’ line (pharmacy only) and GSL (general sales list) medicines come under the heading of OTC (of the counter) drugs, which means a prescription is not required to purchase them. Therefore, the use of advertising and marketing communications to promote the products would be very different.
The role of marketing communications for both product types is to build brand awareness and desire. To help each product to find the right advertising and communications techniques to set them aside from any competitors I would look at the elements of the DRIP (differentiate, reinforce, inform and persuade) theory. I feel that the GSL analgesic products should concentrate on the differentiating and persuading elements because they address problems that are experienced by a large percentage of the public. As a result there are a lot of similar products on the market all claiming to treat the same problem so differentiating the Free Pain product would be an essential thing to consider when advertising. Also persuading the potential customers to buy this product over the many different and very similar products available on the market is essential. This could be done by an exciting and innovative advertising campaign. On the other hand I think the focus from the DRIP theory for the ‘P’ line products would be to inform and reinforce. I feel the main market for the ‘p’ line products would be people who have on-going problems and are seeking out the

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