Brand Communications in the OTC Drug Market

The purpose of this work is the aim of the project is to form a communication strategy aimed at promoting the anti-anxiety over-the-counter drug Afobazole. The following tasks were set in the work: To identify the perception of the market by consumers of a younger segment of the audience of the category of anti-anxiety over-the-counter drugs. To identify possible consumer barriers when choosing an anti-anxiety over-the-counter drug. To identify the features of the choice and consumption of the category of a younger segment of the audience, to build the consumer's path. To identify which digital channels are the most preferred among a younger segment of the audience to convey information about an anti-anxiety over-the-counter drug. To identify the attitude to the already existing advertising of anti-anxiety over-the-counter drugs using the example of brands To form a socio-demographic portrait of the consumer of a younger segment of the audience. Within the framework of the master's project, a portrait of the consumer was formed, the causes of anxiety (situations of entry into the category) were identified, barriers and drivers of entry into the category of anti-anxiety over-the-counter drugs were analyzed. Also, thanks to the analysis of in-depth interviews, the path of the consumer of anti-anxiety non-prescription drugs was built. Ways to assess the satisfaction of using the category were also identified. As a result, benchmarks of advertising on the market of anti-anxiety over-the-counter drugs were identified. The customer was asked to focus on unbranded communications, focus on the Territory Without Anxiety portal and promote through 360 campaigns. It was also recommended to focus on the drug Afobazole Retard in communication with zoomers, since the younger generation is not used to course admission.