"M MCIMMembership # - 3The core product :The core benefit of theproduct is the ability of theproduct to solve erectionproblem. Direct to the problemthat the masses are facing. Thecore product is clearly driventowards middle and older agedmen, whom are looking forsolution which is private.The actual product :The actual product isdone with a blue colour pill, premium packaged and the brand name is well accepted and hasgathered greater weight. The augmented product : The augmented product for Viagra is the brand value that itcarries, in being sure for what you purchase it for. Robin (2010) identifies it is important fororganisations to clearly specify the range of product availabilities. The augmentation is mostlyimportant for a brand like Viagra to make sure that the brand does highlight the specifics. The brand has been so successful that movies are made, and are continuously being used in themainstream media in the western countries. However, this situation is contrasting in the Sri Lankanatmosphere, where the content is not open as in western countries. Hofstede Research (2016)identifies, it is impossible for the brand to clearly emphasise on the same format in all the countries,however the requirements are more specific in ensuring that the countries in Asia are different invalues. Often known as the feminine culture, the product will have to go through a range of changes. 2.4 Attributes of organisation ’s brand and positioningAs per marketing literature there are several forms and types of brand elements which could befound. (Kotler, 2012; Harry, 2005; Donald, 2003)- Relevancy- Consistency- Credibility- Appeal Page 17 M MCIMMembership # - 3- UniquenessWhen reviewing the product of Viagra (Pfizer, 2016) the following range of brand attributes can belooked into. Brand attributes DescriptionRelevancy The product with the current appeal does highlight the specifics ofthe brand performance, value of the brand in delivering theproduct performances. Consistency The product does provide for consistent performance, andguaranteed with a comprehensive QA process. (Pfizer, 2016b)Credibility Viagra has gathered medical professional recognition and approvalfrom the medical councilAppeal Appeals to the larger audience and markets, with specificsUniqueness The product is unique so as to appeal to the products and markets. Page 18 M MCIMMembership # - 33.0 Task 033.1 Marketing communication toolsKotler (2012) identifies that the marketing communication tools are an important parameter that isutilised by organisations that are well equipped to develop and deliver a clear marketing message. - Online tools of social networks- Digital apps- Posters- FB promotions and competitions- Chemist discount programThe above four are the most effective communication tools, that could be identified to be aseffective in generating satisfactory client approval and recognition. Further in the table below, theauthor has discussed on the aspects of personal selling, public relations and direct marketing, how itcould help Pfizer and its brand Viagra. But, iMarketing communication DescriptiontoolsAdvertising - Online tools of Social networks – Facebook(Online tool)Establish an online presence with Facebook, where massengagement with the customers and potential customers arepossible. - Digital apps(Online tool)Digital Apps are well established to develop a greater engagementwith the customer. This could be well established by Pfizer in Managing the overallexpectations and processors. - Posters(Offline - tool)Effectively establishing posters to provide as an offline tool toengage with the clients and to present an effective progressSales promotion - Online promotion tools with competitions (Online tool)If Viagra does a campaign online, this will be best utilised to creategreater awareness on the product – with a FB campaign Page 19 M MCIMMembership # - 3- Offline Chemist Discount program(Offline tool)This is a chemist discount program offline, is going to impact thedirect sales and is very direct. Personal selling The personal selling tools are direct to the customer and areallowed to impact on the consumer. (Harrold, 2012)Public relations Public relations are positive images that are posted. Pfizer (2016c)identifies it’s success with Viagra was achieved with a positivemedia and PR campaign that has been launched. Direct marketingThe direct marketing programs, that are directly addressed toclients could be an effective tool. However could be argued to be ineffective to the Pharma industry. Mostly direct marketing is carried out to effectively to capitalise onthe Key Opinion Leaders such as Dr, and Nurses in the trade. Thiswill work well in recommending the product.3.2 Marketing communication tools examplesIn this section a range of examples are provided from the industry – FMCG and Banking. Examplesare provided from a range of products and marketing opportunities that are provided.Banking FMCGOnline tools of Bankers in the Sri Lankan The FMCG industry has brand pagessocial networks on social media, gaming pages areenvironment, such as HSBC (2016),invested upon. Fair & Lovely (2016)NDB (2016) and NTB (2016) are on thedoes have a heavy fan base ofsocial media network.over200,000 likes and a greaterengagement within the market.Use of online tools was leveraged wellby NTB (2016) with the salary saverproduct. A competitively differentproduct, which was well presented to Page 20 "