Brand Plan Brand plan flow Section I –Product Fact File –Brand History –Section I summary Section II –Brand Strategy drivers Section III –Brand targeting. - презентация

1 Brand Plan

2 Brand plan flow Section I –Product Fact File –Brand History –Section I summary Section II –Brand Strategy drivers Section III –Brand targeting & forecasting Section IV –Brand promotion plan Section V –P & L statement –Tracking & monitoring

3 Contents

4 Executive Summary –All Gastro combinations are growing fast. PPI cominations are the fastest growing combination (Growing by 77% at 30 million USDvalue) –Brand A will add 3.0 million USD /yr in next 3 years to the total turnover. –The main route to growth in 2010 is going to be through Apteka activities, merchandising of the brand and ATL activities will be Key competing activities in this market. –This competitive advantage is identified,incoporated and evaluated by Strategy Grid.

5 Executive Summary –Aim is to capture business from MNCs by offering very high earning potential to Pharmacists. –Market projection for the next 3 yrs (Brand & Mkt)

6 One Page Strategy (Brand A 2010) Brand A should achieve a volume of by 1 million USD by Dec % schm from Apr – printed on box. Scratch cards pasted on the box itself Mission Mkt opportunities* Strategic levers Implementation plans. Launch of combination with muscle relaxant in April *Market opportunities may include competition, increase in total no. of patients, new indications, new specialty, govt. regulations, new formulation, brand extensions, new guidelines etc. NOTE: executive summary & brand scorecard will be an outcome of the brand plan Penetration ATL activities High visibility at sale point Merchandising Launch of brand extension – with muscle relaxant in near future Increasing consumption of OTC drugs Increasing purchase potential of customer X & Y High Field motivation in terms of incentive High incentive Dispensers & danglers Pharmacists becoming more powerful

7 Section I Product Fact File & Brand History

8 1.1 Product Fact File An insight on the therapy, category & molecule Therapy: Gastro

9 1.1 Product Fact File Scientific brand rationale

10 1.1 Product Fact File Launch Rationale.

11 1.1 Product Fact File Physical Characteristics

12 1.1 Product Fact File Packing & Pricing

13 1.2 Brand history Internal Sales trend (annual figures since launch/last 5 yrs)

14 1.2 Brand history (A) Last 5 yrs Market figures (At molecule level)

15 1.2 Brand history 1.2.1(B) Last 5 yrs ORG figures (At brand & comp level)

16 1.2 Brand history Brand is on growth path Last one year (primary vs secondary vs Market Data)

17 1.2 Brand history Seasonality Index Seasonality index (SI) traps the seasonal trend seen in the brand. There is no seasonality in the brand.

18 1.2 Brand history Market Dispersion Analysis Back up slide only

19 1.2 Brand history Market Dispersion Analysis

20 1.2 Brand history Market dispersion analysis includes segregating regions as per the market & brand potential which further helps in regional brand promotion Market Dispersion Analysis

21 1.2 Brand history Major specialties are Dentists, ENT, Ortho, G Sur followed by GPs For us the major specialties are ENTs, Den & GPs because of high focus at orthos with Nucoxia & Ultrazac Prescription Analysis

22 1.2 Brand history Prescription Analysis (CPR Rxn trend)

23 1.2 Brand history Brand strategy archive

24 1.3 Summary to Section I Important findings/ learning from section I Internal sales Market Data Regional Dispersion Prescription Data

25 Section II Brand Strategy Drivers

26 Section II 2.1 Brand Strategy Drivers Competitor Fact Pack SWOT Analysis STP

27 2.1 Brand strategy drivers Competitor fact pack

28 2.1 Brand strategy drivers SWOT Analysis

29 2.1 Brand strategy drivers Key highlights from SWOT analysis –Key Issues Brand is more of push driven Competing brands in our pain basket Less promotion Very high regional skew –Key Actions Very high trade push Creating retailer interest by putting a scratch card on the box it self. Printing scheme on the box. High retail visibility

30 2.1 Brand strategy drivers Segmentation, Targeting & Positioning (STP)

31 Section III Brand Targeting & Forecasting

32 Section III 3.1 Brand Targeting & forecasting Assumptions behind targeting Forecasting & Targeting Key Growth Drivers

33 3.1 Brand Targeting & Forecasting Assumptions behind targeting & forecasting a) Brand A has a very strong brand equity in Region 1, 2, 3, 4 & 5. Its share has been hit by local players. We will be able to grab it back by giving very lucrative margins to retailers. b) Market will keep on growing at the same pace.

34 3.1 Brand Targeting & Forecasting (A) Forecasting (for 3 years)

35 3.1 Brand Targeting & Forecasting (B) Targeting (Monthly)

36 3.1 Brand Targeting & Forecasting Key Growth Drivers –Very high retail push –Increasing retailer interest by putting scratch on the box. –Increased brand visibility –Combination with serratiopeptidase & Muscle relaxant

37 Section IV Brand Promotion Plan

38 Section IV 4.1 Brand Promotion Plan Essence of brand promotion Annual Promotion Plan Regional Promotion Plan

39 4.1 Brand Promotion Plan Brand Promotion plan to be made on the basis of promo effectiveness model (The physician funnel & input split slides are added in the presentation for reference)

40 Construction of Physician Funnel for Brand and Key Competitors Consideration Usage Loyalty Awareness Higher degree of adoption / lower number of physicians Funnels of product and main competitors* Our Brand Comp-1 Comp-2 –Physicians who know about the brand, its major features and its main therapeutic benefits –Physicians who have already prescribed the brand besides prescription follow-up from former physicians –Physicians who prescribe the brand on a regular basis i.e minimum 1 strip a day –Physicians for whom the brand constitutes over x%*** of total prescriptions in that indication Basis for classification * Separate funnel to be constructed for all key physician segments ** Leading brands prescribed in the same indication; need not be of the same molecule *** x% i.e. cutoff market share to be determined based on average number of brands prescribed in that indication- e.g. if on an average doctors prescribe 4 brands in an indication then x% = 25% (i.e. 100/4) Source:Apteka Audit Sample = 5 Therapists 4.1 Brand Promotion

41 Construction of Physician Funnel for Brand and Key Competitors Consideration Usage Loyalty Awareness Higher degree of adoption / lower number of physicians Funnels of product and main competitors* Brand A 1 Diclo2gesic –Physicians who know about the brand, its major features and its main therapeutic benefits –Physicians who have already prescribed the brand besides prescription follow-up from former physicians –Physicians who prescribe the brand on a regular basis i.e minimum 1 strip a day –Physicians for whom the brand constitutes over x%*** of total prescriptions in that indication Basis for classification * Separate funnel to be constructed for all key physician segments ** Leading brands prescribed in the same indication; need not be of the same molecule *** x% i.e. cutoff market share to be determined based on average number of brands prescribed in that indication- e.g. if on an average doctors prescribe 4 brands in an indication then x% = 25% (i.e. 100/4) Source:RCPAs Sample = 4 Gastros 4.1 Brand Promotion

42 Construction of Physician Funnel for Brand and Key Competitors 4.1 Brand Promotion Based on the Funnel approach, Brand A is in consideration phase, where awareness about the brand is high but Drs are not prescribing it because it is not discussed with them regularly. According to this approach following types of inputs will work for the brand –Concept / series PAMs, tabletops, stickers –Consulting aids for patient education (in regional languages) –Camps / OPD activities –Study reports / references (when new information is avaliable about molecule / brand) –Need based sampling (when personal use is high) All activities of Brand A which have been planned are of similar nature.

43 4.1 Brand Promotion Plan

44 4.1.2 (A) Annual promotion (last year Vs current year)

45 Section V P & L Tracking & monitoring

46 Section V 5.1 P & L Statement 5.2 Tracking & Monitoring Price & Scheme Tracker Sales & Prescription Tracking Brand Promotion Tracking

47 5.2 Tracking & Monitoring Track the internal, Secondary and ORG values every month. Track the CPR trend They can be tracked separately on excel sheets Sales & prescription tracking

48 5.2 Tracking & Monitoring (A) Brand Promotion (Current year)

49 5.2 Tracking & Monitoring Promotion tracker to be made and reviewed quarterly (A) Brand Promotion Tracking (quarterly)