Marketing Plan

Dr. NAYYAR UL HASSNAIN

APM Graton Pharma

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

1st Year: .35% Market Share = Rs. 2.5 million

Ad & Pro (13 million): 30% in the launch year,
reduced to 25%, 22%, 20%, & 17% in next 4 years
respectively

Situation
Analysis
4

Pakistan Pharma Market An Overview

Total Pharm market : Rs. 180 Billions

CAGR: 17%
Top 10 Companies hold 47% share of market
and top 50s share is 86%

IMS QTR 02 2012

5

Description of the Products

Total Anti-Infective market (J) = Rs. ____ millions
Total Quinolones and fluoroquinolones market (J01G) = Rs. ____ millions
Total Moxifloxacin market = Rs. 962 Millions

Description of the market

Definition of the Market
Bactimox fall in anti-Infective 4th Generation Quinolone and fluoro
quinolone class (J01G)
The major brands of Moxifloxacin are avelox, moxiget , mofest,
mixibact, izilonn with 28%, 17.12% , 12.47% , 5.52% 4.14% with
market share respectively.

Key Market Drivers / Future Trends

Active promotion the major players Buyer, Getz, and Sami are major
players in A11A market
Market is driven mainly by ENT , General physician.
Push strategy of small brands

Competitor
Analysis
8

Competitor Analysis
Market Dynamics
Key Player Sale Value

Competitor Analysis
Moxifloxacin

IMS QTR 2012

Moxifloxacin have the ____of

market share
Moxifloxacin consistency
grow from last few years.

Total Value PKR

705 million
10

Bactimox- Competitors Price Analysis

11

Segmentation
& targeting
12

Bactimox
Indication

Target

Acute bacterial sinusitis (ABS)

Acute bacterial exacerbation of chronic bronchitis
(AECB)
Community acquired pneumonia (CAP)
Diabetic Foot Infections
Bacterial exacerbation moderate to sever COPD
Un-complicated skin and skin structure infections
Complicated skin and skin structure infections.

13

Bactimox
Doctors

Target

ENT
General Physician's
Physicians
Pulmonologist
Diabtologist
Dermatologist

14

Target Doctor Segments

Rationale:
Higher Potential

KOL
50

8.3%

Spill Over Effect

Each SPO have 30 Doctors'
30 * 20 = 600

A
150

25%

B
300

50%

C
185

30%

Total 600 doctors

15

SWOT Analysis
Differential Advantages
New Positioning / Key Messages

16

Bactimox- SWOT

Analysis
Strengths

Weaknesses

The First line therapy in indicate disease.

Large market available
Safe in all population,
Convincing Reports
Vibrant Package
FDA approved Molecule.
Large Studies available
OD dose advantage
quick onset of action

already Present Competitors (me too

Opportunities

Threats

Large no of patients come with URIs

promote into selected doctors, kols.
Going into new market with new concept
Top management have a Personal relation with

Present of a true competition.

To many brand available of anti-infective
Possible entry of similar brands
Less ROI
Large Cost of Goods

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

Key Success Factor

To Establish this brand into the AECB, CAP, diabetic foot infections & ABS.
To Establish as a 1st line drug in AECB, CAP & BECOPD on a affordable
price.

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.

Bactimox easy to use, One a day just for 5 to 10 days.

Bactimox Safe in all population group. Not need dose adjustment.

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

Bactericidal result again Gram positive, Entero bacteriaceae, Other gram

negative

Bactimox is effective Against MRSA.

Bactimox, alone equal to combo regimen.
22

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.

To establish Bactimoxas an 1st treatment of ACEB, CAP

diabetic foot infections.

To gain .35% share of A08 market (currently valued at 705

million), within the first year of launch.

To consolidate the launch of Bactimox and gain 1% share of

A08 market (currently valued at 705 million), within the first five
years, making it worth 22 million-brand with an aggressive growth
plan and heavy promotional thrust.
24

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.

We shall establish the image of Bactimoxas effective treatment in ABS, BECOPD,

AECB.

Effective themes will be adopted to highlight distinct advantages of Bactimox.

We shall specially focus on Key Opinion Leaders to capitalize the spill over effect at
other level.

Keep noise level higher than competitors - make them irrelevant.

We will strengthen the brand image and field force-doctor trust level by exercising
customer service activities.
25

Bactimox

Marketing Activities

Formation of Advisory Board

Group Launch at two metropolises
Customer involvement activities
- Meet the expert: involving a Prof. & House Officers
- 12th November anti-pneumonia day celebration activities.

Participate into Infection disease seminar

Image building activities

wards

- Infection prevention chart / Multimedia presentations in

- Academic support / Distribution of Risperitory tract infection

print material in medical colleges
- Textbooks and studies for selected KOLs

Clinical Meetings, RTDs, CMEs

Seeding of samples.
Press Advertisement in reputed Medical Magazine and
news paper:

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: The First Line treatment for AECB, BECOPD, COP .

Bactimox provide complete eradication of bacteria.

Bactimox Alone equal to combo therapy.

Bactimox have more clinical efficacy as compare to other quinolones,

Bactimox Also have less chance of resistance.

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.

Rapid and long-lasting symptom resolution in all indication

High clinical success rate in ACEB, ABS & CAP.
Bactimox mode of action is two way, which enhance the action and less
resistance

Bactericidal result again Gram positive, Entero bacteriaceae, Other gram

negative

Bactimox is effective Against MRSA.

29

Bactimox KOL Development

Objective: to create and sustain a customer through
Delivering customer value
Enhanced product offerings
Problem solving capabilities
Provide same brand on less price as compare to competitors

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

Bactimox- Promotional Material

Print Material
Samples (100 Box per SPOs in 1 QTR)
PDA (2 in 2 QTR)
Drop cards (150 per SPOS)
Prescription pad / tissue box
Wall Clock

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:

1.Tissue box 50 / SOPs / QTR

Rx paid 50/ SPO / QTR

Activity: Ward level presentations: lecture by Prof. of

the unit on relevant topic + Product presentation.

Activity: Ward level presentations: lecture by Prof. of

the unit on relevant topic + Product presentation.

33

Bactimox Launch/ Training

Meeting

Product Manual
Medical background
Physiology and anatomy
Pathology & disease
Pharmacology
Product Profile

Quiz competition

Launch Plan

Market analysis

Action Plan/ activities

Customer Communications

Detailing practice / competition

34

Incentive and
motivation Plan
35

Quarterly Incentive Scheme - Sales Force

Incentive Amount:
10% of the value of the sale in quarter

Note:
80% of the target is necessary to qualify for incentive

36

Bactimox- Best Launching Awards

20 Rx within a week Tablet Pad Phone
10 Rx within a week Cell Phone
Best Performer of the year.
Best Performer Cell Phone + Certificate

37

Bactimox- best performance awards

Performance measurement criteria apart from
target achievement:

At least 90% of the sale should come from prescriptions

Consistency of the performance over the quarters

KOL / loyal prescriber development

Development of a specific area of the territory

Product / disease knowledge

Territory (customers & competitors) knowledge

Situational detailing skills

Work attitude

38

Bactimox- Promotion Focus

Bactimox will be mainly promoted to

doctors.
We will not encourage its OTC sale.
39

Sales Forecasting

40

Bactimox- Sales Forecast

Facts:
1.

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:

Assumes One prescription will liquidate one half of commercial pack

10% of the targeted doctors will give one prescription per week in the first month
40% of the targeted doctors will give one prescription in the first month
50% of the targeted doctors will not give prescription in the first month

41

Bactimox 1st year Sales Forecast

Forecasted Units Commercial Packs Month 01 to 12
[Total for year - 01 = 24,000 units]
Months

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

8800 10700 12600 14600 16600 18800 21000 24000

42

Bactimox - Physicians Sample Plan

Per SPO Planned Units of Sample Packs
12

(1s)

Month 01 to

[Total for year - 01 = 18840 units]

Per SPO For year 01 = 1570
Per SPO for Month = 78
Total Cost of Sample for year 01 = 414276
Months
Pack of 2
Tablets
MAT

Jan
1570
1570

Feb
1570
3140

Mar
1570
4710

Apr
1570
6280

May
1570
7850

Jun

Jul

Aug

Sep

Oct

Nov

Dec

1570 1570 1570 1570 1570 1570 1570

9420 10990 12560 14130 15700 17270 18840

43

Bactimox

Ad & Pro Budget

44

Financials:
Profit & Loss
45

Bactimox P & L Year-01 break-up

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

Five Year P & L

Five Year Projection of 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 %

2,907,000 3,028,125 3,286,525 3,633,750 3,775,063

4,554,300 5,087,250 5,826,113 6,722,438 7,550,125
2,513,700 3,747,750 5,070,388 6,530,063 8,647,375
26

31

34

36

39
47

Thank you!

48