Abstract
The message conveyed by the pharmaceutical major that Sanofi-Aventis is the slogan "Because Health Matters?. The communication will be the same in all countries but the emphasis of the message that Sanofi-Aventis is trying to get across with the techniques mentioned above will be the same in Japan and New Zealand but different in Nigeria. In Japan and New Zealand, the message will focus on safety and efficiency of the product. The message is very serious and the required image is that of an innovative, ?quality first? company. Sanofi-Aventis will not use comparison except in terms of prices. This is because their main competitors are well-respected market leaders whom they cannot criticize; the only way to beat the competition is to be more innovative and cheaper. The target that Sanofi-Aventis are trying to persuade includes doctors, physicians, medical professors and government officials so the image will not be glamorized by celebrities. In Nigeria, the message is directed to focus on education and price. Sanofi-Aventis need to show doctors and the general public that they should be using the most sophisticated drug possible. A large amount of the population does not have access to medicine because it is too expensive, and Sanofi-Aventis need to emphasize the message of affordable and accessible drugs.
