The power of Communication
Elena AnfossoAbstract
This presentation explores how a well informed consumer can affect the communication of existing brands and the launch of new products, finding answers to the following questions:- How consumers get information about existing and new OTC products and how do they establish a sense of trust in them?
- What is the role of alternative media i.e. web 2.0?
- What is the impact of the umbrella brand when line extensions are added to the existing range? Do consumers immediately link the new product with the umbrella brand equity?
- How to talk to consumers through healthcare professionals when a product is not under prescription?
- When a healthcare product is no longer recommended by doctors; how and what needs to be communicated to consumers to make them perceive the product as still effective and relevant to them.
Elena Anfosso
Born in Genova (Italy) 8/25/1975, degree in International Politics & Economics (1998).
First job experience in Modern Trade, in a hypermarket chain (Auchan Group) as responsible for purchasing.
In 2000 I moved to SC Johnson Wax working in different positions in marketing and sales (assistant brand manager, category analyst, sales budgeting, brand manager). In 2005 I joined Novartis Consumer Health where I’m working as Group Brand Manager in the Pain category on the brands Voltaren, Cibalgina and Optalidon.
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