MARKETING AREA

"We know what they want” Slogan of the 2005 INDASEC advertising campaign

Our Marketing Area is in charge of the company’s commercial strategy.

In the last few years, we have been witnesses to changes in consumer buying habits and behaviour patterns, market functioning and corporate environment. In LABORATORIOS INDAS, we have followed this trends, evolving from Product Marketing towards Customer Marketing.

Our products are used by around 650,000 customers every day, so we are doing our best to turn their needs into satisfaction. 

• Our Product R&D Division shows that real scientific knowledge underlies innovation in our brands. In 2006, for instance, we will launch a large number of innovative products, such as the adjustable incontinence pads and diapers INCOPACK adaptable, pad fitting the body shape of the elderly, or the Super Dry SABANINDAS, unique disposable bed pads absorbing 50% more than conventional protectors.


• Promotion and studies are the tasks of our Markets Division. Using relational marketing tools, we add new customers, prescribers and consumers by the day, and achieve customer loyalty. Since we never forget about our clients’ problems and needs, in 2005 we carried out the “Sabes lo que quieres” (You Know What You Want) campaign, in favour of boosting women’s self-esteem when they have slight to moderate incontinence problems.

Leadership chart for LABORATORIOS INDAS’s brands
Source: IMS – Pharmacies; Own data – Hospitals; AC Nielsen – Consumer retailers.
Turnover data as at 31 May, 2005

Today, we can proudly say that some of LABORATORIOS INDAS’s brands –INCOPACK, INDASEC, SABANINDAS, even INDAS itself– are part of many people’s life, and customers are increasingly relying on our products.

Our efforts have led to our brands’ leadership in the markets where we are involved. As a result, in 2005, we became a member of the Association of Spanish Well-Known Brands (AMRE), which gathers all the brands that are leaders in their relevant markets, are widely known and recognised in Spain, and represent the country abroad.

• Marketing professionals should listen to customers when developing new products or services. This is why we have a Marketing Project Division, in charge of implementing management tools like CRM (Customer Relationship Management) or BI (Business Intelligence), thanks to which we can identify customer needs and gain deep knowledge of them, or support our brands in electronic media through online promotion, e-marketing and e-business.


• Last but not least, our department has a New Business Division, which contributes to business development and future growth by identifying and pursuing new business opportunities based on license agreements with other companies, exclusive distribution contracts, own brand manufacturing agreements and know-how transfer, co-branding projects, joint ventures and corporate alliances, and consolidated business and brand acquisitions.

With these ideas and our customers and users’ trust, we are determined to face 2006, certain that we are on the right track and confident that our products and services are seen as reliable solutions, the solutions our customers need, because we know what they want.