MARKETING PLAN

Sk. Omar Faruque

Brand Manager, PPL

Marketing
The science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit.
Identifies unfulfilled needs and desires.
Defines, measures and quantifies the size of the
identified market and the profit potential.
It pinpoints which segments the company is capable of
serving best and
It designs and promotes the appropriate products and
services.

Plan
A detailed proposal for doing or achieving
something.

Marketing Plan
The part of the business plan outlining the
marketing strategy for a product or service.
The marketing plan includes information about;

product or service offered,

pricing,
target market,
competitors,
marketing budget and
promotional mix.

Purpose of Marketing Plan

To provide a base structure of the goal that want
to achieve in a set time period.
To clearly show what steps will be undertaken to
achieve the business marketing objectives.

Importance of Marketing Plan

Overview of marketing activities

Assess your competitors
To know exactly what will happen and when
Describe the objectives and strategies
To take advantage of market opportunities
Yearly planning process
Funding for future initiatives

Content of Marketing Plan

Executive Summary
Current Market Situational Analysis
SWOT Analysis (Opportunities/Issue Analysis)
Segmentation & Customers analysis
Marketing Objectives
Marketing Strategy
Action Plan
Financial Forecast
Controls

Executive Summary
Brief statement of goals and recommendations based on
provided data.
Executive summary should highlight the most important
parts. Its an overview of your marketing plan.
Brief description of products or services
Define target market
Competitive advantage
Positioning statement
Goals and Objectives
Strategies
Action Plan and Implementation Schedule
Anticipated sales, profits and market share
Evaluation Methods

Pegalin at a glance
First brand in Bangladesh ensure availability of all strength of Pregabalin.
Pioneer in diversification (various new indication) promotion of the generic.
Market Definition

Therapeutic Area

Drug Class: Anticonvulsant

Chronic Pain killer

Neuropathic Pain

Supporting Rationale: Relieve Neuropathic Pain (pain from

damaged nerves) with excellent option for Hot flash & fibromyalgia for
female patient
Segments Potentially Relevant in the Future: Middle & Older aged
specially in female
What is NOT included in the Market Definition: Child, Pregnancy &
Lactation

Goal: To become brand

leader in aspect of Rx
(Sh 18%) & Sales (Sh
16%) within 2015.

Strategy:
Rx generation to increase no. of pocket Doctors.
New market coverage.
Focus promotion in important area.
Field force development
Periodic review & respective measure

Market Situational Analysis

A situational analysis often is called the foundation of a marketing
plan. A situational analysis includes a thorough examination of
internal and external factors affecting a business. That's are,

Market Situation
Product Situation
Competitive Situation
Distribution Situation
Macro-environment Situation

Current Status of Pegalin

Second brand in terms of Rx & Sales in Pregabalin market.
We are focusing on more Rx generation with new prescriber generation.
2014 [Sales in BDT Million] with competitors

Market Performance
Concentration on more Rx generation with
new prescriber generation to lead the
Pregabalin market within 2Q_2014.
Competitors with huge field force is main
competitive barrier.
Huge promotional activity like Gift, Services
& others marketing tricks are strongly
followed by the competitors.
Focus promotion to the specialist level is
our main concern to boost up the Rx &
Sales.

Sales:

Source: [IMS_2Q_2014,,MAT]

Market opportunity
Create market opportunity through educating our sales colleague.
New market generation with newer indication & off level indication
Educational & awareness generational campaign with new information to Doctors & patients front.
Increasing physician concern about the use of neuropathic pain killer rather than the use of NSAIDs
for neuropathy.
Key Market Trends
Trend

Description and Source

New market
generation

Established new indication of existing product in mass level with huge

unoccupied market penetration.

New Prescriber
generation

Develop new prescriber who are no well known about the generic to increase our
pocket doctors.

Rx boost up

Increase Rx frequency of existing prescriber to generate more Rx.

Physician update
about scientific
issue

Sharing latest information to the physician to keep them up to date about product
feature.

Key message

Key marketing message for all target Doctors to gain their concern about Brand
through updating our sales colleague.

Clinical benefit &

Safety

Highly effective in Chronic neuropathic pain relief with excellent success rate in
gynecological problem such as hot flash, fibromyalgia & safe up to 15 month use.

PEST Analysis of Pegalin

Political, economical, social & technological issue related to the brand.
Other related issuer regarding the PEST analysis.
Trends

Description
Political

Political crisis affects negatively as overall market.

Economic

Very much economical regarding the suffering , sometimes drug may cause somnolence
which may affect the life poor working people & other economical factors do not affect the
brand behavior.

Social

Not affected by social factors.

Technological

Advance technology positively affect in production & marketing related aspect. E-mail,
Teleconference & e-communication potentiate marketing activity regarding promotion.

Source: [insert source of data]

Competitors Analysis
Company & product strength & weakness analysis
Competitors activity analysis
Company

Product(s) Strengths & Weaknesses

Organizational Strengths and Weaknesses

First company ensure availability of all strength of

the generic.
Well reputation to the generic prescriber group
as pioneer in generation new market of the
generic.

World class factory with quality concern

production.
A group of company with Medical college,
Hospital & diagnostic facility.
Well trained up field force but market coverage is
not sufficient due to limited field force.

Brand leader in aspect of sales & Rx in generic

market but loosing their market share due to
competition & new competitor introduction.

Huge field force & mass coverage.

Well reputation as one of the top company &
good relationship with some generic prescriber.
Some pocket doctor with various services.
Doctor wise product promotion.

Third position in generic market with significant

growth.

Top company in Pharma market.

Huge pocket doctors.
Huge investment & field force with mass
coverage.
Huge marketing activity.
Due to huge product range same concentration
for all product is not properly given for all time.

Competitive Market analysis

Physician segmentation & prescription behavior
Advantage over the competitors & desired effect
Physician concern regarding neuropathic pain killer
Physician Segment 1: Orthopedics (1200), Neurapathic pain killer (pregabalin, gabapentine) & NSAIDs
Physician Segment 2: Gyne (600), Hormonal product

Segment 3

Segment 2

Segment 1

Physician Segment 3: Neuromedicine & diabetologist

Behaviors

Attitudes / Beliefs

Desired Behavior

Neuropathic pain killer

(Gabapentine)

Gabapentine provide relief the

symptoms of neuropathy.

More potent then gabapentine &

highly effective in NPM & cost
effective ensure higher QALY gain

Hormonal product like tibolon

Highly effective & reduce

symptomatic relief

Non hormonal treatment & less

side effect ensure relief from
disease.

NSAIDs

Quick pain relief & good result .

Do not provide good result in

neuropathy & chronic pain,
NSAIDs only provide symptomatic
release.

SWOT Analysis
A study undertaken by an organization to identify its internal
strengths and weaknesses, as well as its external
opportunities and threats.

Segmentation and Customer Analysis

Market segmentation
Target market/segment characteristics
Customs profile & needs analysis
Market positioning

Marketing Objectives
Defines the plans financial and marketing goals in
terms of sales volume, market share and profit.

Maintaining or increasing market share

Developing new products / innovation
Meeting the needs of customers
Entering a new market / market positioning
Gaining an advantage over competitors
Convert objectives to goals through proper
magnitudes and dates is very important. (Increase
market share of 10% in the next 2 years.)

Marketing strategy
Broad marketing approach that will be used to achieve
goals. It is a game plan of marketing.
Pricing strategy
Product strategy
Place strategy
Promotion strategy
People strategy
Process strategy
Priorities, responsibilities and timeframes

Problem
Identification

Situation
Analysis

R
ec
om

m
en
da
ti o
n

Marketing strategy

Alternatives

&
Im
pl
em

Logical Flow

en
t

at

io

Market positioning of Pegalin

Positioning Statement
For patients suffering chronic & neuropathic pain, Pegalin is the only neuropathic pain killer that
provides effective pain relief & related suffering (mood, sleep & social activity) due to its unique
molecular structure & mechanism so that patient effectively get rid from the pain & lead a comfortable
life without any long term suffering.

Target Audience

Physician treating patient with severe pain associated with various

neuropathy.

Product

Pegalin

Frame of Reference

Pregabalin, Gabapentin & other NSAIDS for pain management

Competitive Advantage

Relief from pain associated with neuropathy. eg; Spinal cord injury,
fibromyalgia, NPN & hot flash. Restore normal nerve function. More potent.
FDA approved1st line treatment of neuropathy.

Reason to Believe

Work on the site of nerve destruction which cause of pain

Emotional End Benefit

Effectively reduce the terrible days of pain of your patients due to neuropathy.

Strategic Promotion of Pegalin

Strategic Imperatives (SI)
SI 1
Promotion with
latest scientific
information to
Surgeons.

SI 2
4P cycle plan for
Rx generation.

Objectives

Objectives

Attain doctors
concentration &
ensure Rx.

At least 1 Rx from
each territory per
cycle of 4P raw
data.

SI 3
Special promotion
to gynecologist
font for Hot Flash
& fibromyalgia

Objectives
Boost up
prescription from
gynecologist

SI 4

SI 5

Conduction of
scientific seminar
at least one per
month in selected
40 areas with
maximum
prescription of the
generic

Mass level
promotion for
Back pain.

Objectives

Objectives

Share latest
information &
increase Rx with
making pocket
doctor in top
priority areas.

Maximize the
opportunity of the
indication

Special concentration on Dialectologist and GP level where our penetration is very

* Medical-only SI
poor.

Action Programs
This is the implementation part of a marketing plan.
Putting all your decisions into a summary of all marketing
initiatives that have been developed after considering
each of the different elements of marketing.
Special marketing programs designed to achieve
objectives, i.e., winning the loyalty of existing customers.

Template for marketing action plan

Campaign title:
Campaign duration:
Campaign
objectives:
Marketing activity

Resources required

Staff responsible

Deadlin
e

Cost

Strategic planning of Pegalin

Tactic 1
Two new doctor generation in each Region.

Objective(s)

Customers

To become brand leader in generic market.

Tactic Rationale
Scientific data & gift

Tactic Description

Latest product information & gift to the selected doctors.

Visit from sale & marketing department.
Ensure 3 to 4 Rx of Pegalin per day (1 Rx= 15000 Tk./month).
Proper follow up.

Tactic Timing
Continuous 6 months.

Diabetologist
Neuromedicine
Orthopedic
Gynicologist

Strategic planning of Pegalin

Tactic 2
Special campaign at 40 areas where about 60 % generic prescription generates.

Objective(s)

Customers

To increase Rx at these important bases & sales boost up.

Tactic Rationale
Scientific data & gift
Providing Doctor list to the field colleague

Tactic Description

Latest product information & gift to the selected doctors.

Frequent visit from sale & marketing department.
Convert them to our prescriber through frequent calling.
Celebrate their special events, eg, Birthday (to attain their concentration).
RMP & scientific conference.

Tactic Timing
Continuous 6 months.

Diabetologist
Neuromedicine
Orthopedic
Gynicologist
& all 4p doctors

Financial Forecast

A financial forecast is simply a financial plan or budget for your

business.
It is an estimate of two essential future financial outcomes for a
business your projected income and expenses. Generally
following cost are considered during forecast;

Cash flow forecast

Establishment costs
Sales forecast
Cost of goods sold forecast
Expenses forecast

Controls

Marketing plan controls compare actual results to your marketing

plan, to make sure your efforts are generating the anticipated
results.
Regular review of these controls will help to improve performance,
as you can adjust your programs to better meet the plan objectives.
Some controls are,
Customer Feedback
Target Market Sales
Market Share
Market Demand
Cost Per Sale
Profit

Key Performance Indicators

KPI

Definition

Data Source

Target

Frequency

(Specific & Relevant)

(Measureable)

(Achievable)

(Timed)

To increase Rx
4P raw data
Prescription RX) share from 13 to
(no.of Rx)
18%.
To increase sales
Sales (Value)
from 8 million to IMS
12 million
To cover
Make Doctor
4P raw data (no.
maximum generic
bank
of prescriber)
prescriber.
Maximum
Increase chemist
chemist
EBS
coverage
penetration

18 to 20 % Rx
Within next 4
from each region. quarter.
12 Million

with in next 1
year

140 prescriber
per cycle

within next 1
year

Most chemist
shop.

within next 1
year

A Good Marketing Plan

A good Marketing Plan details what you want to accomplish and

helps you meet your objectives. A Marketing Plan should:
Explain (from an internal perspective) the impact and results of past
marketing decisions.
Explain the external market in which the business is competing.
Set goals and provide direction for future marketing efforts.
Set clear, realistic, and measurable targets.
Include deadlines for meeting those targets.
Provide a budget for all marketing activities.
Specify accountability and measures for all activities.

Barriers of Making & Implementing of

Marketing Plan

Environmental Barriers
Cultural Barriers
Behavioral Barriers
Cognitive Barriers
Systems and Procedures
The Right Resources
Financial barrier

How to Overcome the Barrier

Good leadership
Focus the point
Clear communication
Teamwork
Strong Monitoring & Control
Accountability
Regular follow up & preventive measure if needed
Always think barrier makes new
opportunity.