ECCO INDIA ² CASE STUDY

p
 : Pharmaceutical & Healthcare; Banking/Insurance/Financial

p
: GlaxoSmithKline Pharmaceuticals Ltd. (GSK India)


: Bringing back the shine to GlaxoSmithKline

 : 2004 to 2007

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

GlaxoSmithKline Pharmaceuticals Ltd. (GSK India)

‡ GSK India is the Indian subsidiary of GSK plc., the global
pharmaceutical giant
‡ In recent years, GSK India has been facing mounting pressures caused
by mergers, closures of several plants in India, competition from
Indian generic manufacturers, etc.
‡ GSK India·s share price languished and the company was criticised for
lack of focus
‡ The objective was to position GSK India as a revitalised company that
had the ability to tackle difficult situations and emerge a winner

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Challenges
‡ To change media perception that GSK India is going from one setback
to another
‡ To build a strong foundation for understanding the rationale and full
breadth of GSK India·s restructuring programme, the expected
outcomes and the strength of their product portfolio
‡ To redirect media/analyst focus ² from surface symptoms (negative)
to underlying causes and remedies (positive)
‡ To re
re--establish GSK India·s position as the No.1 pharmaceutical
company in India

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Strategy
‡ Draw up an integrated communications plan for the media and the
analyst communities
‡ To Capitalise on the considerable equity of the GSK brand and secure
understanding for its restructuring exercise by building on Company·s
reputation for technological innovation and integrity

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Tactics
‡ Agency leveraged it strong media/analyst relationships to build a
strong foundation of understanding rather than secure intermittent
coverage
‡ Once the cognitive platform was in place, it provided the context for
media coverage, opportunities for which were identified and pursued
(on an average two story ideas were pitched every month)
‡ Scope of story ideas widened to address industry wide issues like
product--patent regime, molecular development process, advances in
product
various therapeutic areas

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Tactics
‡ Presentations to target media and analysts
‡ Extensive media/analyst contact programme with series of
conferences in various cities, facility visits, interviews with CEO and
visiting experts, etc.
‡ Video conferencing with GSK International heads in the UK and
Belgium

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Results
‡ Media relations activities resulted in extensive coverage in over 100
newspapers, magazines, TV and online outlets
‡ During the period September 2004 to July 2005, the campaign
generated over 500 million print impressions and more than 60 TV
interview/items with a reach of over 150 million and advertising
value equivalence of over US$ 6 million
‡ Several leading broking houses and institutions came out with
research reports with a strong ¶buy· recommendation for Company·s
shares

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Results
‡ The media relations programme resulted in multiple
page cover story in Business India, the country·s leading business
magazine
‡ As a result of better understanding of Company·s initiatives and
growth plans, GSK India·s shares were
re-
re-rated by the market and share price increased
from US$ 13.63 in September 2004 to US$ 20.45 in
August 2005.

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Results

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Results

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ECCO INDIA ² Case Study Bringing back the shine to GlaxoSmithKline

Results

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