By : Nadeem Shaikh (10) Yash Pandya(11)

KEY ELEMENTS IN A PHARMACEUTICAL MARKETING PLAN INCLUDE :

1. Executive Summary 2. The Product 3. SWOT Analysis

4. The Market
5. Market Projections 6. Promotional Plan 7. Sales vs Expenses 8. Production Requirements 9. Follow up and Control

It is an overview of the entire plan

Its purpose is to summarize the key points of a document It must be clear and concise. It is a critical part of a business plan If it doesnt capture the reader's attention, the business plan will be set aside unread.

1.

2.THE PRODUCT
Key information about the product
Formulations Composition Price Brief clinical profile.

3.SWOT ANALYSIS

4.THE MARKET
Market research
Sales Audit

Market data

Prescription Audit

5.MARKET PROJECTIONS
3 to 5 year projections for the category

Market Projection

Product Competitor

Indicates where product is expected to go

6.PROMOTIONAL PLAN
Positioning
Target audience Product strategy Promotional message(s) Sales promotion methodology

7.SALES VS EXPENSES
Sales expectations Gross margin Marketing activities and their expenses Contribution from the product

8.PRODUCTION REQUIREMENTS
Sales packs Samples for production Materials management

9.FOLLOW UP AND CONTROL

Reporting Systems Implemen Feedback

tation

Quick Reference

Appendix Smooth Progress

Executive summary
Deliver more products of value

Grow a diversified business

Mission and Strategy

Simplify the operational model

Responsible business

Executive Summary Growth highlights

26.5 billion pounds turnover in 2013. 39 % coming from Europe and USA and the remaining 61 % from ROW. 6 significant new product approvals.

40 medicines in clinical trials.

400 million pounds of incremental savings. 60 % increase in volume of medicines supplied to least developed countries. 1st pharmaceutical company to sign all trials campaign for research transparency.

Executive summary
Products offered
More than 100 successful products offered, yet some of the famous ones are : 1. Horlicks 2. Crocin 3. Nicorette 4. Sensodyne 5. Eno 6. Iodex

Situational analysis

SWOT ANALYSIS
Strength
1.Brand loyalty. 2.Strong distribution network. 3.Heavy investments in promotion and advertisements.

Weakness
1.Small market.
2.Faced regulatory objections initially.

Opportunity
1.Target alternative disease areas that can be targeted. 2.Target alternative channels.

Threats
1.Lot of competition in market. 2.Chemist has a larger influence in OTC products. 3.Stringent regulations. legal

Marketing objectives

Segmentation
Over-thecounter product.

Targeting
Masses(all age groups).

Positioning
A combination of analgesic and antipyretic.

Differentiation
High effectiveness.

PRODUCT
Crocin

Crocin advance

Crocin cold n flu

Crocin pain relief

Crocin syrup

Pricing strategy
Pricing strategy - Penetrative and differential pricing

Variant Crocin pain relief Crocin 500 Crocin cold and flu Crocin advance Crocin syrup

Price(INR) 16.80 16.80 9.60 30 33.25

Volume 15 tabs/strip 10 tabs/strip 6 tabs/strip 15 tabs/strip 60 ml bottle

PLACE

Promotion

Promotion

Follow up and Control

PRODUCT NAME : ____________________ PERIOD From : ________________ To : _______________

Zone Total No. of MSRs 1 Promotional Input 2 3 1 Detailing Efforts 2 3 4 1 Sample Inputs 2 3 Primary Sales Secondary

ALL-INDIA NORM SET DEVIATION TO : VP/MM FROM :GPM

References :
www.gsk.com

www.mbaskool.com
www.superbrandsindia.com Marketing

management by Philip Kotler, Kevin Lane Keller