ACKNOWLEDGMENT

We thank Sir Aamir Saeed for giving us valuable advice and for caring for our needs all
throughout our Brand Management class. The way Sir Aamir has taught branding concepts has
impressed us greatly and has stayed with us as we move ahead. His advice has not only helped us
understand better but has also motivated us to improve our performance in studies and work.
Our gratitude goes to Sir Aamir for continuously motivating and guiding us in finishing this
report. Thanks to his effort, we now understand brand management better and have produced
work of high quality.
Special thanks goes to Mr. Muzaffar Abbas for spending time and sharing his knowledge during
our brand audit interview. Mr. Muzaffar works as Avelia’s Product Manager. Because of his
knowledge of branding and technology, our report became much clearer and more substantial.
We gained a lot from his advice and are very grateful he was willing to help us.
 Executive Summary

This Brand Audit Report explores Avelia, a calcium and vitamin supplement produced by
Macter International Ltd., with a strategic focus on women’s bone health. The audit was
conducted through an in-person interview with Avelia’s Product Manager and aligned with key
brand management frameworks, industry data, and competitive analysis.
Originally positioned as a general-purpose supplement, Avelia has since been repositioned into
the gynecology segment, targeting pre- and post-menopausal women as well as pregnant patients
at risk of osteopenia and osteoporosis. The product’s key Point of Difference (POD) lies in its
scientifically backed formulation — combining Vitamin D with Vitamin K, which directs
calcium into bones for better absorption and retention.
The report analyzes Avelia’s mix within Macter’s brand portfolio, its internal management
structure, and use advertising and content strategies that are predominantly HCP-focused,
involving doctor sampling, CME sessions, and scientific literature distribution. Sensory branding
elements like lilac packaging and sachet format further enhance its market appeal.
Although Avelia has not experienced a major brand crisis, Macter’s quality control systems and
interdepartmental coordination ensure preparedness. Opportunities exist for expanding into
digital engagement and light consumer advertising to complement the brand’s strong clinical
foundation.
In conclusion, Avelia is a well-positioned, scientifically differentiated, and professionally
managed brand that has carved a niche in Pakistan’s women’s healthcare market. Continued
cross-functional synergy, medical education, and strategic brand investments are critical for
Avelia’s growth trajectory in a competitive OTC landscape.
 About the Company: Macter International Ltd.

Macter International Ltd. is recognized in Pakistan for its top-quality pharmaceuticals,

commitment to progress and fair healthcare practices. To support quality in healthcare and keep
prices low, Mactor was founded and later evolved into a key healthcare player, providing
therapeutic categories including cardiology, antibiotics, gastroenterology, gynecology,
orthopedics, and consumer healthcare.
The company relies on advanced factories, an active research area and a group of experienced
staff for sales, marketing and quality assurance. Macter focuses on meeting international
guidelines such as WHO-GMP to ensure their drugs are safe and reliable.
Macter keeps up with a strategy where every brand is looked after by people who are trained in
their own fields. The company’s consumer healthcare division carries OTC products that address
the country’s changing health needs.

About Avelia

Avelia is a main offering from Macter’s over-the-counter and gynecology ranges, whose main
use is helping women maintain healthy bones. The product is available in both a tablet and a
sachet and provides essential nutrients, mainly for pregnant, pre-menopausal and post-
menopausal females who have a high risk of osteopenia and osteoporosis.
The special formula used in Avelia is what distinguishes it from others.
 Vitamin D is important for the body to absorb calcium from food.
 Vitamin K is responsible for sending calcium to build bones and not let it collect in other
areas.
Originally sold as a calcium product, Avelia was later moved to target the gynecology
department as more people understood the importance of women’s dietary calcium and bone
health during hormonal changes.
Thanks to its medical-based ingredients, a doctor-driven approach to communication and
preventing bone-related problems, Avelia is well trusted both by professionals and patients.
 Vision
“We see Macter as an integrated global healthcare company serving patients, healthcare
professionals and customers with high quality and innovative products and services. We are
committed to achieving our vision in an ethical and socially responsible manner.”

Mission
“Macter exists to; serve humanity by improving health and well-being; facilitating all associates
to achieve their potential with dignity; and providing a means for an ethical and fair livelihood.”

Core Values
 Points of Parity (POP) and Points of Difference (POD)

Points of Parity (POP)

Since Avelia is an OTC calcium and vitamin supplement, it has many similarities with other
supplements like CAC-1000. Some of these require bone support, can be taken easily with water
and are either fizzy drinks or sachets. POPs contribute positively to Avelia’s position as a
supplement maker and aim to address what customers want.
Points of Difference (POD)
One of the things that separate Avelia is the presence of Vitamin K in its blend. This POD has
been scientifically proven — Vitamin K aids in the movement of calcium from the blood to the
bones rather than to surrounding soft tissues. While CAC-1000 only contains Vitamin K, Avelia
also adds Vitamin D and increases the calcium’s effectiveness in treating and preventing
osteopenia and osteoporosis.
As a result, Avelia is considered a key POD due to the fact that it provides a more complete bone
health answer for women in pregnancy and menopause, rather than simply being offered as
another supplement.

Brand Positioning and Repositioning

Initial Positioning of Avelia

At its launch, Avelia became available as a general calcium and vitamin D supplement that was
mainly used for keeping the bones healthy. The idea behind it was to offer the same positive
results on calcium absorption and bone strength as CAC-1000 does. This allowed the company
to target a wide range of people, male or female, from different generations who required basic
bone support.
Repositioning Strategy
With changes in the market and new insights from clinical experts, Macter realized Avelia could
succeed by targeting a specific group. Rather than the cardiology area, the product was now
targeted at women dealing with or facing the risk of:
 Osteopenia
 Osteoporosis
 A lack of calcium and Vitamin D during pregnancy
 Changes in hormones happening before and after menopause
By moving in this way, Avelia matched a specific need and became a main therapy in
gynecology. This choice was explained by scientists, who noted that calcium loss among
pregnant women could affect their bones in the long run. The change in Avelia to include
Vitamin K made sense, as it supports calcium use and correct mineralization in women’s bones.
Current Positioning
Nowadays, Avelia is seen by most as a specialist’s recommended gynecology capsule used by
women who are:
 Expecting a baby or in the process of planning pregnancy
 Not having enough strength in the bones
 Menopause or calcium loss caused by hormones
 Brand Portfolio Management
Avelia’s Role in Macter’s Brand Portfolio
Macter International manages its products using therapeutic-based groups. Within the company,
Avelia has been assigned to two major therapeutic groups.
1. Gynecology Portfolio
2. Orthopedic Portfolio
Having two uses makes Avelia valuable for gynecology and orthopedics. This helps consumer
healthcare and specialized prescription markets, gaining influence in both consumer retail and
prescription healthcare.
Avelia helps meet the needs of women with osteopenia or osteoporosis, making it a key and
important brand for the company. The brand may not be the company’s top priority, but it
significantly plays a role in developing Macter’s women’s health business, especially in the
emerging areas of nutraceuticals and preventing diseases.

Product Variants and SKUs

It can be found in two main forms.

 Tablets – Many doctors recommend tablets for adult patients to use each day.
 Sachets – Convenient for patients to use and ensure higher compliance.
Internal Brand Management Structure
 Brand Introduction and Internal Management

Brand Launch: Purpose and Market Need

Macter launched Avelia because many people wanted a supplement that wasn’t just basic
vitamin D, but instead clinically effective calcium too. The design of the product was centered
on a specific business strategy:
 Filling the nutritional deficiency faced by Pakistani women
 Handling osteopenia and osteoporosis, mainly in patients who are pregnant, have gone
through menopause and have nutritional deficiences
 By including Vitamin K, The formula helps move calcium to your bones, reducing the
formation of calcium deposits in your veins
Avelia was started using evidence and medical information, as more clinicians are recognizing
the positive effect Vitamin K has with Vitamin D and calcium in bone mineralization.
Introduction Strategy
Upon introduction, the brand was shown as a support for bone health, eligible for sale over the
counter. Since the market was getting crowded and a clear focus in therapy was required, the
brand changed its positioning (as I already mentioned) to focus on gynecology and orthopedics.
Part of the process of introduction:
 Creating literature and ensuring there are samples to be used by medical representatives
 Providing CME sessions to teachers doctors about how the product is made
 Making both doctors and staff appreciate the need for care seems to be effective.

Tools and Frameworks Used in Managing the Brand

BCG Matrix (Internal Portfolio Positioning)

1. Keller’s Brand Equity Pyramid (CBEP)

Level Interpretation for Avelia

Salience Medical reps create awareness via CME sessions and creative samples

Performance Unique formula (Vit D + K) and improved bone health

Imagery Seen as a women's health product — safe, trusted, and OB-GYN recommended

Judgments Physicians trust it because of literature and evidence-based marketing

Feelings Relief, trust, and care associated with bone protection in women
Resonance Repeat prescriptions, doctor-to-doctor referrals, and patient loyalty

SWOT ANALYSIS
 Brand Equity Management

Defining Brand Equity for Avelia

Avelia’s brand equity measures how much the company is valued among its objectives—
gynecologists, orthopedic specialists, general doctors and later, female patients. Avelia’s equity
follows three main points:
 Does a Clinical Differentiation Product Have a Vitamin K and D Blend?
 Trusted completely by healthcare professionals
 Compliance Rates Increased by Selling Sachet Packets
How Avelia’s Brand Equity is Measured
KPI / Metric Target or Estimate

Prescription Share (Rx share) Target: ≥ 25% in its segment

Monthly Sales Growth 8–12% QoQ for growing supplements

Brand Recall by Doctors (Post-CME) Target: ≥ 70%

Target: ≥ 50% of visited doctors begin trial

Medical Representative Conversion Rate
Rx

Repeat Purchase Rate (Rx refill) Target: ≥ 60%

Awareness Among Target Segment

Estimated 65–70% across top metro cities
(Gynecologists)

Role of Packaging & Visual Identity in Brand Equity

The company uses packaging in lilac, a shade seen as gentle, caring, well-meaning and reliable.
Using the right colors in a pharmaceutical brand can guide how prescriptions are chosen and
remembered. Lilac:
 Makes Avelia unique when seen on displays or in catalogs
 Doubles down on its women’s healthcare messaging
 Helps OB-GYNs remember details from what they’ve seen.
Besides, the sachet form (rather than conventional tablets) helps achieve:
 Greater adherence to the law, most often among women
 Making it simple for patients to use drugs
 Innovation that is perceived helps build trust
Strengthening Brand Equity: Strategic Actions Taken
To support and boost the strength of its brand, Macter uses:
 Information from various doctors and usage of materials for medical education (CMEs
and literature)
 Recommendations given by KOL (key opinion leader) doctors
 Keeping menstrual care discussions focused on both women’s unique needs and strong
clinical support
 Only some media is used to highlight the product, so it stays exclusive for HCPs.
 Coordination with Other Departments & Interdepartmental
Conflicts
Cross-Departmental Collaboration
The company’s achievements at Macter come from more than its products or advertising — they
rely on all sections of the company being well-integrated. In the words of the product manager,
Sales, Marketing, Supply Chain and Distribution work together in cycles to align brand
objectives throughout the company’s activities.
1. Marketing & Sales Coordination
What Sales does: On ground execution of Avelia’s communication plan in the clinical area is
handled by Macter’s sales team, mainly through medical representatives (MRs). Doctors see
them, samples are distributed, CME literature is handed out and feedback is recorded.
What marketing does: The brand team designs the product story, creates its visual branding,
creates resources for doctors, chooses important performance indicators and outlines the
sampling approach. It also helps the message stay the same in different places and makes certain
materials follow the required laws.
KPI:
 Sales representatives are expected to call on 15–20 clinics daily.
 They aim to have 50% of the doctors start prescribing Avelia.
Both teams are expected to partner together during:
 Pre-launch planning
 CME execution
 Sessions that take place every three months (quarterly business reviews)

2. Marketing and Supply Chain.

Objective: Delivers the drug in both format types necessary for the program fast and completely.
Coordination Areas:
 Predictions of the stock that are needed to order are made by planning demand for
products.
 Higher supply of orthopedic products when bone and joint issues increase, like in winter
season
 Different packaging sizes in SKU options

Interdepartmental Conflicts (and Resolution)

Types of Conflicts Faced
Conflict Type Example

Stock-outs / Misaligned sales forecasts from marketing vs. actual MR performance

Conflict Type Example

Overproduction

Sales teams pushing for discounts vs. marketing trying to protect

Pricing Tensions
premium positioning

Sales reps modifying scripts that don’t align with approved scientific
Messaging Consistency
messaging

Marketing plans launch, but distribution fails to execute timely

Distribution Delays
delivery in key territories

Conflict Resolution Mechanism

 S&OP meetings that take place monthly

 KPIs are aligned with several departments to achieve the goals
 If problems are not solved within the first meeting, raise the matter to GM Sales or
Director Marketing.
Advertising Approach and Collaboration with Advertising Agencies

Advertising Strategy for Avelia

Unlike mass-market FMCG brands, Avelia’s advertising approach follows a pharma-specific
strategy — one that is medical professional–led, focused on scientific credibility, and patient
education-driven. Its advertising plan does not rely heavily on television or digital ads, but
instead targets healthcare professionals (HCPs) through medically ethical channels.
Key Advertising Tools and Channels Used

Advertising Method Description

MRs distribute free sachets or tablet strips to physicians for trial use
Doctor Sampling
among patients

Doctor-to-doctor influence: once a gynecologist begins prescribing Avelia,

Word-of-Mouth
it often spreads within their network

Continuous Medical Education sessions where doctors are provided with

CME Programs
clinical data, case studies, and product information

Scientific Printed leaflets, brochures, and infographics citing the role of Vitamin K
Literature and D in bone health

Field Force Medical reps use consistent brand messages and studies to promote Avelia
Messaging to 15–20 doctors daily

Packaging as a Lilac packaging is used deliberately to appeal to a female audience and

Visual Cue reinforce Avelia’s gynae positioning
 Digital & Mass Media Advertising

Currently, Avelia does not run traditional ATL (Above The Line) media campaigns like
television, billboards, or online ads, since its focus remains clinical and prescriber-centric. This
is common in prescription or HCP-recommended OTC brands.
 However, as consumer health awareness increases in Pakistan, there may be scope to:
 Launch targeted digital ads for post-menopausal women
 Run educational Facebook/Instagram posts on the importance of Vitamin K
 Leverage YouTube videos by doctors/KOLs discussing calcium supplementation

Collaboration with Advertising Agencies

Macter’s product manager did not specify which agency is used for Avelia, but typical
collaboration activities include:

 Designing packaging, brand visuals, and medical communication material

 Creating content for CME programs
 Developing promotional literature and brand reminder tools (pens, pads, models)

Ad agencies working with pharma brands must ensure:

 Strict compliance with DRAP (Drug Regulatory Authority of Pakistan) rules

 Medically validated content approved by the regulatory and medical affairs departments
 Limited emotional exaggeration; all claims must be backed by clinical evidence

Advertising KPIs
Metric Target

Monthly samples distributed ≥ 5,000–10,000 units (via MR visits)

CME participation ≥ 100 doctors per session (varies by city)

Doctor recall rate (post-literature distribution) ≥ 70%

MR Coverage 15–20 doctors/day per MR

Advertising Approach and Collaboration with Advertising Agencies
1. Doctor Sampling
One of the most effective tools used to promote Avelia is doctor sampling. Medical
representatives (MRs) visit gynecologists, general physicians, and orthopedic specialists to
provide free samples of Avelia tablets and sachets. These samples are used for patient trials,
which helps in building firsthand trust between doctors and the product. Sampling is especially
impactful in the case of Avelia, where the sachet format provides high patient compliance and
ease of use, which doctors notice quickly.
2. Word-of-Mouth (Doctor-to-Doctor Referrals)
In the pharmaceutical space, peer influence among doctors carries immense weight. Once a
physician begins prescribing Avelia and sees positive results in patients—especially pre- and
post-menopausal women—they are likely to recommend it to fellow practitioners. This word-of-
mouth strategy has proven effective for Avelia, particularly within the gynecology community,
where trust and shared case success stories drive prescription patterns.
3. CME Programs (Continuous Medical Education)
Macter organizes CME sessions, where doctors are provided with scientifically backed content,
global research data, and comparative analysis between Avelia and competitors (such as CAC-
1000). These sessions serve not only to educate doctors about Avelia’s formulation (Vitamin D +
K) but also to solidify its position as a medically credible supplement. Each CME session
typically engages 50–100 doctors depending on the region and specialty.
4. Scientific Literature and Promotional Materials
The use of literature, brochures, and informational leaflets is essential in pharma advertising. For
Avelia, this literature explains the biological importance of Vitamin K in calcium metabolism,
positioning the product as more than just a generic calcium supplement. These materials are
distributed by MRs during clinic visits, ensuring consistent messaging aligned with medical
standards.
5. Packaging and Visual Identity
Avelia’s lilac packaging is a deliberate design choice — lilac is associated with femininity,
calmness, and health, making it a strategic visual cue for targeting women. This color choice
supports brand recall and reinforces Avelia’s gynae-oriented repositioning. In many cases,
doctors keep visually distinctive packs on their desks as reminders, aiding in prescription
memory.
6. Field Force Messaging
Macter relies heavily on a well-trained field force to deliver Avelia’s message. Medical
representatives are trained to present both scientific data and emotional value (e.g., protecting
women's long-term bone health). Each MR covers 15–20 doctors per day, and is expected to
track follow-ups, sample usage feedback, and conversion rates — making them a frontline
marketing channel.
Collaboration with Advertising Agencies
It is a common practice in Macter to outsource creative tasks to specialized advertising or
medical communication agencies. These agencies assist in:
 Designing packaging
 Creating visual aids for MRs
 Developing literature for CME sessions
 Ensuring compliance with DRAP (Drug Regulatory Authority of Pakistan) regulations
Macter ensures that all messaging remains medically sound, ethically appropriate, and clinically
validated, especially when targeting HCPs.
 Content Marketing Approach

1. Educational Content for Doctors (CME-Based)

Avelia’s primary content marketing strategy is built around doctor education, a cornerstone of
pharmaceutical promotion. Through CME (Continuous Medical Education) programs, Macter
provides doctors with:
 Scientific studies on Vitamin D and K synergy
 Case studies showing improvements in osteopenic and osteoporotic patients
 Clinical guidelines supporting calcium supplementation during pregnancy and
menopause
This content helps position Avelia not just as a supplement, but as a scientifically endorsed
therapy, especially in the gynecology and orthopedic sectors. Each session helps improve brand
recall, builds trust, and strengthens the prescriber’s belief in Avelia’s effectiveness.
2. Printed Literature and Doctor Handouts
Macter equips its field force with well-designed brochures, infographics, and product
monographs. These materials typically include:
 A visual breakdown of the Vitamin D + K mechanism
 Comparisons with competitor products (like CAC-1000)
 Indication-based prescribing information for pre- and post-menopausal women

3. In-Clinic Visual Aids and Reminder Tools

Medical representatives also deliver visual aids, such as:
 Desk cards
 Flipcharts
 Digital tablets with Avelia presentations
These tools allow doctors to quickly understand and retain the brand message, even when MRs
aren’t present. Additionally, reminder tools like branded pens, notepads, and vitamin charts with
Avelia branding keep the product top of mind in the clinic setting.
4. Digital Content – Current Gaps and Opportunities
Currently, Avelia does not have a strong digital content presence, but there is significant
opportunity for future expansion. Potential strategies include:
 Instagram or Facebook posts about calcium deficiency and women's bone health
 Short educational videos explaining Vitamin K’s role in bone metabolism
 Infographics for pharmacies to display near the product shelf
 Collaborations with gynecology influencers or medical YouTubers
Over 64% of Pakistani women aged 30–50 are at risk of Vitamin D or calcium deficiency (Dawn
Health, 2022). Leveraging digital platforms could raise awareness and encourage demand from
end-consumers.
5. Content Effectiveness Metrics

Metric Benchmark

CME engagement rate 80–100 doctors per session

Literature distribution per MR/month 400–600 pieces

Doctor recall (post-literature) ≥ 70%

Online content engagement (if launched) Target 8–12% click-through rate

Printed material restock frequency Every 4–6 weeks

 Sensory Branding and Visual Merchandising

Color Psychology and Packaging Design

Avelia's lilac-colored packaging is a key element of its sensory branding strategy. In
pharmaceutical and consumer healthcare branding, color is more than aesthetics — it’s a
cognitive and emotional trigger. Lilac and purple shades are commonly associated with:
 Femininity and hormonal health
 Calmness, balance, and trust
 Wellness and healing
For a product focused on women’s bone health, especially during pregnancy and menopause,
lilac serves as a subtle yet powerful cue. This makes Avelia visually distinct from more generic
calcium supplements that often use orange (e.g., CAC-1000) or blue tones.
According to PharmaBranding Journal (2023), color can improve brand recall by up to 80%,
especially in clinical environments where many products compete for a doctor’s attention.
Packaging Format: Sachets & Tablets
Another vital sensory aspect is product format:
 Sachets provide a dissolvable and more enjoyable experience, often perceived as easier
and more pleasant to consume than tablets.
 Effervescent texture and light flavor (if present) make Avelia more acceptable for women
who dislike swallowing pills.
This focus on user comfort enhances patient compliance and contributes directly to brand
loyalty.
 Brand Crisis and Management

Reported Crisis History

During the interview with the Product Manager, no specific major crisis was identified for
Avelia. This tells that the brand has maintained a relatively stable presence in the market since its
repositioning. However, in the pharmaceutical industry, brands like Avelia can encounter various
potential risks that must be proactively managed.
Proactive Measures Taken by Macter
Macter employs standard risk management protocols to prevent and respond to potential brand
crises. These include:
1. Internal Quality Assurance Systems
 Avelia, like all Macter products, is produced in compliance with WHO-GMP standards.
 Each batch is quality-checked, minimizing the chance of faulty products reaching
patients.
2. Regulatory Compliance Team
 Ensures that all advertising materials, claims, and packaging follow DRAP (Drug
Regulatory Authority of Pakistan) guidelines.
 Reduces the chance of market withdrawals or legal complications.
3. Sales & Field Reporting Systems
 Medical reps are trained to report doctor feedback and adverse reactions immediately.
 Early warning from field activity helps marketing act before small problems escalate.
Preparedness for Future Crisis

Stage Action

Detection MR reports issue; pharmacy alerts low availability

Assessment Brand, QA, and Regulatory teams analyze the root cause

Response Communicate with doctors, adjust production, launch PR if needed

Recovery Relaunch support campaign, updated packaging/literature

Review Learnings documented to prevent recurrence

Example::
If a batch of Avelia sachets had packaging integrity issues (leakage), Macter’s Supply Chain and
QA departments would issue a batch recall, notify sales, and initiate a replacement plan.
Affected doctors would receive updated samples and assurance communication to restore trust.
Crisis Prevention KPIs (Industry Standards)

KPI Benchmark

Product Complaint Rate < 0.1% per batch

Response Time to Field Issue ≤ 48 hours

Regulatory Violation Notices 0 per year

% of Doctor Trust Recovery (Post-Issue) ≥ 90% with follow-up sampling

 Conclusion

The brand audit of Avelia Tablets and Sachets by Macter International Ltd. Tells us about a well-
managed pharmaceutical product “Avelia” that has effectively evolved to meet emerging
healthcare needs — particularly in women’s bone health. Originally launched as a general
calcium supplement, Avelia has successfully repositioned itself into the gynecology and
orthopedic portfolios, establishing a specialized identity through its Vitamin D + K formulation.
This audit reveals that Avelia's Points of Difference (POD) — especially the inclusion of
Vitamin K — set it apart from mainstream competitors like CAC-1000, providing an evidence-
backed advantage in bone mineralization. Its feminine lilac packaging, sachet-based delivery,
and scientific branding approach reinforce this positioning both visually and clinically.
Macter’s cross-functional coordination, involving Sales, Supply Chain, Marketing, and
Distribution, plays a key role in sustaining Avelia’s market presence. While interdepartmental
challenges do exist, the company has systems in place — such as monthly S&OP reviews — to
address them efficiently.
The advertising and content marketing strategy is deeply education-driven, using CMEs,
literature, and field promotion as its main pillars. Although limited in digital presence, Avelia
has room to grow in direct-to-consumer awareness, especially as health-conscious behavior
continues to rise among women in Pakistan.
Importantly, while Avelia has not encountered a major brand crisis, Macter maintains strict
quality assurance and regulatory compliance systems that prepare it to handle potential risks
swiftly and responsibly.
In summary, Avelia stands as a strategically positioned, clinically trusted, and effectively
managed brand in Macter’s portfolio. With continued investment in scientific communication,
cross-functional synergy, and patient-centered innovation, Avelia is well-poised for sustained
growth and deeper market penetration in the years ahead.