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Contents
Introduction
Plan / Disease / Treatment / Product / Company
Situation Analysis
Market Overview / Merck / TC Analysis
Competitor Analysis
Segmentation / Targeting
SWOT / Positioning / Marketing Objectives
Marketing Strategy / Activities
Sales Force Guidelines
Communication Objectives
Incentive Scheme
Forecasting
Financials
Executive Summary
Bactimox The FIRST Line therapy in ACEB CAP & BECOPD.
Rapid and long-lasting symptom resolution in all indication
High clinical success rate in ACEB, ABS & CAP.
Bactimox show equivalence to amoxicillin / clavlanic acid to treat of
acute exacerbations in patients with moderate to sever COPD.
Bactimox mode of action is two way, which enhance the action and less
resistance
Bactimox
Situation
Analysis
4
Competitor
Analysis
8
Competitor Analysis
Market Dynamics
Key Player Sale Value
Competitor Analysis
Moxifloxacin
11
Segmentation
& targeting
12
Bactimox
Indication
Target
13
Bactimox
Doctors
Target
ENT
General Physician's
Physicians
Pulmonologist
Diabtologist
Dermatologist
14
KOL
50
8.3%
A
150
25%
B
300
50%
C
185
30%
SWOT Analysis
Differential Advantages
New Positioning / Key Messages
16
Bactimox- SWOT
Analysis
Strengths
Weaknesses
Opportunities
Threats
Drs.
Products)
Limited resources
Field force product load
Internal sale service
Less field force
Higher Price
17
Bactimox
Differential Advantages
Bactimox2 way mode of action, that increase the efficacy and decrease
the efflux by bacteria.
1st line treatment in AECB, CAP , ABS & diabetic foot infections
To Establish as a safe in all population group drug, and not need dose
adjustment .
18
Marketing
Strategy
19
Bactimox
Positioning Strategy
Anti-Infective Drug
Product Offer
Consumer Promise of Effects
20
Bactimox
Positioning Statement
Product Offer:
Fast bacterial eradication of the key respiratory pathogens
1st line treatment in AECB , CAP & diabetic foot infections.
High clinical success rate in AECB , ABS, Cap & diabetic foot.
Complete Eradication of bacteria.
Consumer Promise:
Bactimox provides Fast bacterial eradication of the key respiratory pathogens &
improve the quality of the patients life.
21
Bactimox
Key Messages
Bactimoxis The FIRST Line therapy in ACEB CAP & BECOPD.
Rapid and long-lasting symptom resolution in all indication
High clinical success rate in ACEB, ABS , diabetic foot infections & CAP.
Bactimox show equivalence to amoxicillin / clavlanic acid to treat of
acute exacerbations in patients with moderate to sever COPD
Bactimox mode of action is two way, which enhance the action and less
resistance
23
Bactimox
Marketing Objectives
To successfully launch Bactimox in March 2013 with enhance
field force initially to a selected pool of 600 potential customers
comprising KOLs, A & B class doctors.
Bactimox
Marketing Strategy
Bactimoxwill be competitively promoted as an first line drug for treatment to all
potential doctor segments in the relevant indications.
A skilled field force of 20 SPOs will promote Bactimoxto full board of relevant KOLs,
top ENTs, Physicians and GPs.
High priority promotion with the help of all conventional and innovative tools of
promotion such as samples, literatures, giveaways, Banners Advertising.
Bactimox
Marketing Activities
26
Bactimox
Sales Force Guidelines
Each SPO will introduce Bactimox to all selected
customers of the territory in relevant indications.
1. Focus on KOLs, A class ENT & general physician's.
2. Select 10-20 core doctors.
3. Highlight:
Bactimox provides improve the infected patients to improve the quality of patients
life.
27
Bactimox
sales force guidelines
Target Avelox, moxiget, mofest, prescribing doctors.
Establish 10 prescribers in the early phase of launch.
CONVERT EARLY ADOPTERS into LOYAL prescribers during
the second phase.
Capitalize the KOL spill over effect through follow up and
promotion to junior doctors of the wards.
1 Clinical meetings per Region in 2QTR on clinical approach
towards usage of Bactimox with selected KOL as guest
speaker.
Seeding of samples to 50 selected KOLs all over Pakistan to
get the benefits and make the Royal customers
28
Bactimox-
Customer Communication
Communication Objectives
To Establish this brand into the AECB, COP, BECOPD & ABS.
To Establish as a 1st line drug in AECB, COP & BECOPD on a affordable price.
To Establish as a safe in all population group drug, and not need dose adjustment .
To establish Easy to use, Fast and complete eradication of bacteria.
Communication Tactics
Position Bactimoxas
Bactimox The FIRST Line therapy in ACEB CAP & BECOPD.
29
Clinical Meetings
RTDs
Academic support
30
Bactimox
Lunching in 2 different Region (South, North)
South => 1 feb to 15 Feb
North => 15th Feb to 28 Feb
Clinical meeting / RTD 4 in 1st year
CME activity 4 in each quarter in different city
Ward presentation by KOL 2 per year
Add in magazine in Pharma guide and medical journal.
Pharma Guide (Full Pages Aid)
Medical Magazine
31
Doctor letter
Chemist letter
Product aids into medical magazine and Pharma guide
32
BactimoxPromotional Calendar
QTR-01
QTR-02
Indication: All
Promo Tool: 2 PDA /SPO & 150 Drop card/study
Cards / SPOs
Ave Samples: 200/ SPO/ 1QTR
Gimmick:
Indication: All
Promo Tool: 2 PDA /SPO & 150 Drop card/study
Cards / SPOs
Ave Samples: 200/ SPO/ QTR
Gimmick:
2. Rx pad 50/SPO/QTR
Activity: Follow up CMEs/
Region.
15-20 Doctors (GPs, Phy), lecture by KOL on
Management of GIT & Role of ACBESs.
2. Rx pad 50/SPO/QTR
Activity:
1. Formation of Advisory Board
2. One Group Launch Event / 3 Region 30-40 GPs,
Launching litter to Doctors and Pharmacy
QTR-03
QTR-04
Indication: All
Promo Tool: Lit, Prescription pads
Ave Samples: 200/ SPO/ 1QTR
Gimmick:
Indication: All
Promo Tool: 200/ SPO/ 1QTR
Ave Samples: 400/ SPO/ Month
Gimmick:
33
Product Manual
Medical background
Physiology and anatomy
Pathology & disease
Pharmacology
Product Profile
Quiz competition
Launch Plan
Market analysis
Customer Communications
34
Incentive and
motivation Plan
35
Note:
80% of the target is necessary to qualify for incentive
36
37
Work attitude
38
Sales Forecasting
40
Field Force of 20 SPOs will launch / promote Bactimox, initially to a pool of 600 doctors
comprising
KOLs, ENT, Physicians & diabetic foot infections,
1.
Each SPO will target 30 doctors with following monthly call frequency benchmarks:
2 visits to KOLs
2-3 visits to A Class GPs, ENT, GPs
3-4 visits to B Class GPs, ENT, GPs
Assumptions:
41
Jan
Feb
Mar
Apr
May
Jun
1900
Jul
1900
Aug
2000
Sep
2000
Oct
2200
Nov
2200
Dec
Units
2000
1600
1600
1800
1800
3000
MAT
2000
3600
5200
7000
42
(1s)
Month 01 to
Jan
1570
1570
Feb
1570
3140
Mar
1570
4710
Apr
1570
6280
May
1570
7850
Jun
Jul
Aug
Sep
Oct
Nov
Dec
43
Bactimox
44
Financials:
Profit & Loss
45
Pack size
5's
MRP
475
T.P
403.75
Bactimox
Month 01
Month 02
Month 03
Month 04
Month 05
Month 06
1400
1600
1600
1800
1800
2000
Sales Revenue
CoGs
GP
%
Finance Ch
565,250
152,950
412,300
73
39568
646,000
174,800
471,200
73
45220
646,000
174,800
471,200
73
45220
726,750
196,650
530,100
73
50873
726,750
196,650
530,100
73
50873
807,500
218,500
589,000
73
56525
Distribution Ch
Ad & Pro
Total Expense
NI
%
56525
169,575
265,668
146,633
26
64600
193,800
303,620
167,580
26
64600
193,800
303,620
167,580
26
72675
218,025
341,573
188,528
26
72675
218,025
341,573
188,528
26
80750
242,250
379,525
209,475
26
Month 07
Month 08
Month 09
Month 10
Month 11
Month 12
2000
2200
2200
2400
2400
2600
807,500
888,250
888,250
969,000
969,000
1,049,750
218,500
240,350
240,350
262,200
262,200
284,050
589,000
647,900
647,900
706,800
706,800
765,700
73
73
73
73
73
73
56525
62178
62178
67830
67830
73483
80750
88825
88825
96900
96900
104975
242,250
266,475
266,475
290,700
290,700
314,925
379,525
417,478
417,478
455,430
455,430
493,383
209,475
230,423
230,423
251,370
251,370
272,318
Year 01
24,000
9,690,000
2,622,000
7,068,000
73
678300
969000
2907000
4554300
2513700
46
Bactimox
Pack size
MRP
T.P
5's
475
403.75
Bactimox
Tablets
Year 01
Year 02
Year 03
Year 04
Year 05
Sales Units
24,000
30,000
37,000
45,000
55,000
25
23
22
22
% Growth
Sales Revenue
CoGs
Gross Profit
9,690,000
12,112,500
14,938,750
18,168,750
22,206,250
2,622,000
3,277,500
4,042,250
4,916,250
6,008,750
7,068,000
8,835,000
10,896,500
13,252,500
16,197,500
73
73
73
73
73
Distribution ch
969000
1211250
1493875
1816875
2220625
Finance Ch
678300
847875
1045713
1271813
1554438
GP %
Ad & Pro
Total Exp
Net Income
NI %
31
34
36
39
47
Thank you!
48